Evaluation Of Communication Influence Based On Tik Tok Platform ——A Case Study Of Five Types Of Instant Music Videos

Like a dark horse,Tik Tok has become one of the most influential short video platforms in China since its emergence.This form of short video playing in 10-30 seconds has brought brand-new media communication channels and communication experience.Myopic videos on the platform are frequent and varied.Specifically,the videos are divided into five categories: entertainment,professional information,popular science education,creativity and skill sharing,which account for more than70% of the total play of Tik Tok.Therefore,it is worth discussing how to effectively evaluate the spread influence of Tik Tok videos and in what aspects these videos are influential.Based on the research results of existing scholars at home and abroad,this paper studies and analyzes the communication influence of Tik Tok video.Firstly,this paper uses literature research method to construct the evaluation index system of Tik Tok and video communication influence from 25 indicators in 5aspects including content creation ability,demand satisfaction ability,communication and application ability,product life cycle and value realization ability.Secondly,the influence evaluation model of Tik Tok and video transmission is obtained based on ahp + entropy weight method.Finally,questionnaire survey method and fuzzy comprehensive evaluation method are adopted to evaluate and analyze the communication influence of five representative Tik Tok videos selected in this paper.Based on the evaluation results,corresponding countermeasures and suggestions are proposed to improve the communication influence of Tik Tok videos.The research results show that the value realization ability of Tik Tok video has the greatest influence in its communication influence index system.At present,among the five main categories of Tik Tok short videos,entertainment videos have the greatest communication influence,which is mainly reflected in communication life cycle,value realization ability and communication application ability.Among the other four types of videos,professional information videos mainly rely on content creation and value realization to promote their communication influence.Popular science education videos mainly reflect their communication influence through content creation and communication life cycle.Creative video mainly reflects its communication influence by satisfying users’ demand for novelty.Technology sharing videos highlight their communication influence mainly through the long communication life cycle of works.Based on the evaluation results of this paper,the following enlightenments are mainly obtained: short videos have the best realization ability to reflect their communication influence and conform to the audience’s daily life scenes.Videos commonly known as "down-to-earth" and short videos that can effectively attract audience’s interest in a short time to the greatest extent have greater communication influence.At the same time,in order to attract the audience’s attention,short videos are often mixed with vulgar content,so the overall communication influence of Tik Tok video still has a lot of room for improvement.In order to further enhance the communication influence of Tik Tok video,this paper proposes to raise the production threshold and strengthen innovation;Realize type fusion and give full play to their respective advantages;Strengthen professional training,vertical subdivision of content;Strengthen the platform standard,improve the supervision and management mechanism,in-depth understanding of the needs of users and other countermeasures.