Analysis Of People's Literature Publishing House Short Video Operation Strategy

With the rapid development of mobile Internet,there have been significant changes in the way of information production and transmission in the current society,and the ways of people receiving and transmitting information have also been diversified.Short video is a new medium on the basis of mobile Internet,which can meet people's fragmented reading habits.Short video has many characteristics,such as fragmentation,spread rapidly,interactivity and so on.It integrates text,speech and influence,can display information more intuitively and stereoscopic.Short video has become an indispensable part of new media in a short time.As a kind of low barriers to entry,wide spread of new media,short video have been used in various industries,publishing institutions have experimented with the operation of short video.Based on its huge publishing resources,People's Literature Publishing House conducts short video operation.It has set up video accounts on platforms such asTik Tok,We Chat,Kuaishou and Toutiao,and post short videos on Micro Blog.Various attempts have been made in the operation process.As one of the earliest publishing houses to carry out short video operation,People's Literature Publishing House has achieved phased results while most publishing houses are not doing well in short video operation.This paper takes the short video account of People's Literature Publishing House as the main research object.Based on the development status of the short video industry,this paper makes an in-depth study on the operation strategy of the short video of People's Literature Publishing House.Firstly,the development status of short video and short video publishing is sorted out,and the operating environment of short video of People's Literature Publishing House is analyzed.Then,by sorting out the data of short videos released by People's Literature Publishing House on Tik Tok and Micro Blog platforms,and analyzes the relationship between the content of short videos and the popularity of short videos.It is found that different platforms have different types of videos with high popularity,and the difference in content leads to different publicity effects.By comparing and analyzing the operation means and video data adopted by People's Literature Publishing House in different platforms,this paper explores the shortcomings and redeeming points of publishing house's short video operation.Drawing on the short video operation experience of People's Literature Publishing House,this paper provides suggestions on the adjustment of short video operation strategy for the publishing industry,hoping to bring some feasible suggestions for the short video operation of the publishing industry.