Analysis Of Short Video Content Production In TikTok Platform Book Marketing

As the backbone of the new media field,short videos have shown rapid development,rich content,and relatively complete functions in recent years.High-quality short videos spread quickly and have a wide impact.Many publishers took advantage of short videos to apply for official Tik Tok accounts at the beginning of the development of the Tik Tok platform,showing a differentiated development.Understand the short video production of book marketing,be able to organize its development capabilities,and have in-depth thinking about publishers' participation in short video marketing.The research selects the publisher with the head position on the Tik Tok platform as the research object,and selects the high praise videos published by it in time periods for text analysis.Transcribe 158 short video content,combined account-related information and short video quality to study the factors that affect the short video production of publishers' book marketing.It is believed that both publishers actively participate in the subjective presentation of short video production,as well as platform technology,audience basis,The masking phenomenon of capital planning,the emotional interaction and emotional resonance with the audience in the entire process of short video production,have a subtle impact on the short video production of book marketing.From the perspective of the development of the publishing industry,the "hot presentation" and "cold masking" of publishers participating in the short video production of book marketing provide empirical references for publishers that have not participated in short video activities;from the development of the content industry,publishers participate The production of short videos for book marketing on the Tik Tok platform is an attempt to transform knowledge transfer into information dissemination.Publishers actively participate in account construction and improve relevant information on the Tik Tok platform.Videos that are highly praised often present features that conform to the audience's perception and have outstanding aesthetic characteristics of the video.Compared with short video creators in other industries or related fields,the performance of publishers lags behind.Behind this has a great relationship with technological obscuration,capital gaming,audience differences,and improper marketing strategies.Solving these problems requires publishers to seek emotional resonance and interaction from the perspective of dialogue with the audience.With the continuous advancement of OCR(Optical Character Recognition)and ASR(Acceleration Speech Recognition)technologies,the short video search function is expected to realize the video search video,which means that the functions that can be developed for short video in the future communication field will be more abundant.In the face of the increasingly fierce media transformation process,publishers should speed up the formation of distinctive plans for the use of short videos,and be prepared for future challenges.