Research On User Burnout In The Process Of Short Video Lengthening ——Dou Yin App As An Example

With the widespread popularity of smart phones and the rapid development of mobile communication technology,short video came into being.China's short video industry came into being in 2011 and has experienced more than ten years of development.In 2019,the growth of short video users tends to be saturated.In order to retain users,the short video platform began to explore in-depth content,the duration of short video gradually increased,and began to transform to medium and long video.Based on short video lengthening,this study takes Dou Yin App as an example,explores the user burnout phenomenon of short video in the long video process.Based on the exposed problems,this paper proposes constructive strategies for the development of short video.The research found that: first,in the process of short video growing,low patience is the main feature of user burnout,which will make users receive insufficient information;Second,the participation of ordinary users in the process of short video lengthening is low,which is manifested in the short duration of personal video creation,weak or no motivation to learn video creation,etc.the communication mode has a one-way trend,and the information is transmitted from professional user groups to ordinary user groups;Third,users reduce self exposure in the process of short video growth,which is manifested in paying attention to account privacy settings,reducing social interaction due to the influence of sharing mechanism,diversification of platform content and limited video dissemination.In order to cope with the impact of user burnout in the development of short video,the platform should improve the viewing function and give priority to promoting high-quality content;integrate the editing function and guide all users to create;renovate the platform ecology and encourage the release of public videos;improve the sharing mechanism and promote users' social behavior.