Research On The Dissemination Experience And Optimization Path Of Micro-documentary

With the rapid development of Internet technology,media integration has become the general trend,and short video has also ushered in a period of explosive growth.Since its establishment in 2014,the "Er Geng" video account has been positioned as a short video of the micro-documentary category.With its unique topic selection and high-quality content,it has won both high reputation and commercial profitability,and its influence is far ahead.Therefore,this paper takes the original high-quality micro-documentary "Er Geng" video account as a typical case,and explores the communication experience of short videos in three aspects:communicators,communication content,and communication channels.At the same time,it sorts out the existing problems of micro-documentary short videos in the industry,and proposes corresponding optimization strategies.The research found that the communication subjects,content and channels of the "Er Geng" video account have the following characteristics: The coordinated operation of the dissemination subjects is remarkable,which means that "Er Geng" has a strong PGC micro-documentary short video team,and at the same time cooperates with other high-quality micro-documentaries.The short video production team cooperates with each other;the dissemination content covers a wide range but does not lose its characteristics,which is reflected in the rich and diverse content of micro-documentary short videos.In terms of content topic selection,lens language and narrative style,it is generally expressed as people-oriented,emotional,and micro-knowledge Features.Multi-dimensional and three-dimensional communication channels,not limited to a single communication channel,manifested as focusing on online channels to quickly open up popularity,supplemented by offline channels to enhance brand awareness,and "online + offline" mode to achieve full coverage of communication channels.In addition,micro-documentary short videos have the following problems: first,the coordination of the UGC+PGC model in the main body of communication needs to be improved;second,the artistic and commercial nature of the communication content is unbalanced;third,there are online channels for communication channels Insufficient coverage and lack of offline channels.Based on this,this paper proposes the following optimization paths: First,take into account the quantity and quality of professional micro-documentary talents,and coordinate the cooperative production of "UGC+PGC" talents.Second,micro-documentary short videos are based on content,and balance the artistic and commercial nature of the work;third,fully deploy online channels,grasp effective offline communication channels,and have a clear and reasonable layout.