Research On The Operation And Management Of Short Video Account From The Perspective Of Users

With the rapid popularization and development of mobile Internet,the 5G era will coming,the popularity of online video and the number of users are expanding and growing at a high speed,and the short video industry is developing rapidly.As of December 2020,it has accounted for 88.3%of the total number of Internet users in China.The short video platform has also changed from focusing on entertainment and creativity to a diversified comprehensive platform integrating social networking,e-commerce,and consulting.The service life and duration of users have steadily increased,and short videos have gradually become an important part of people's daily lives.It is in such a period of rapid development and full of opportunities that more and more people are beginning to seize this trend,devote their energy to the creation of short videos,earn the first pot of gold.However,as the market structure of short videos has been adjusted and gradually stabilized,the growth rate of high-quality content creators has slowed down.The head creator has a large amount of resources and traffic,and the number of the waist and tail talents is large and the traffic is scarce.Under such a background,how to help the waist and tail talents break through the limitations,gain more attention and traffic,and promote realization.It has become the focus of attention from all walks of life,and it is also the focus of this article to discuss and study.The research methods selected in this paper are literature research method,inductive analysis method and case analysis method.The theoretical framework is AARRR theory.Through detailed domestic and foreign literature research,combined with specific examples,the current situation of short video account operation and management is summarized and analyzed from five dimensions:acquisition,activation retention,revenue,referral.Then select the funny story account@crazy sister of the Douyin short video platform as the case,and summarize the operation and management experience of this successful case from these five dimensions.First,creators should strengthen the learning of platform rules and operational knowledge,do a good job in character setting and content creation,and develop good publishing habits in order to accurately acquire users.Second,improve the tone of content,activate user interest,enhance social attributes,and guide user interaction to gain user approval.Third,deepen content verticals,standardize shooting and production,innovate plots,create rambling points,establish upward values,ensure content quality to ensure user retention and attention.Fourth,rationally treat all kinds of monetization methods,appropriately screen products and partners,and protect the long-term interests of themselves and their fans.Fifth,make rational use of social attributes to facilitate secondary communication,cooperate with top creators,establish chain communication,attract and push each other,make full use of resources,expand the dimension of fans,distribute on multiple platforms,and create matrix communication.Based on the current situation of short video account operational management analysis and case studies,this article draws the methods and strategies of short video account operation and management from the perspective of users.It provides some new ideas for research in related fields.It also provides some reference and reference for short video account operation and management for many short video creators.