Research On The Optimization Strategy Of Museum Short Video Content In The New Media Era

With the advent of the new media era and the development of the short video industry,museums have opened short video accounts to release short videos in order to adapt to the development of the era and broaden the publicity channels of museums.As a quantitative explicit research method,content analysis has been applied in the field of museum communication in recent years,opening up new ideas for academic research in this field.In recent years,the short video industry has formed a competition pattern of Tiktok and Kwai,with the market share of the two enterprises accounting for 55.4%,ranking in the first echelon.In addition,Tiktok Extreme Edition,Kwai Extreme Edition and Watermelon Video in the second echelon platform are all within the scope of Tiktok and Kwai platforms.It can be said that Tiktok and Kwai platforms are the most representative short video platforms with the largest user base,the largest number of monthly active users,the highest market share in China.The vast majority of museums in China choose to open accounts in them.Therefore,this paper takes the top 50 museum accounts of fans on Tiktok and Kwai platforms as the research object,selects 1294 short videos released by them in the second quarter of 2022 as data samples,and based on the data,combined with practice and relevant theories,proposes the optimization strategy of museum short video content in the new media era.In addition,because short video self media has its own operating rules and profit objectives,this study only focuses on official accounts opened by museum institutions on short video platforms.Firstly,this article collects and organizes museum short video related data based on content analysis: Firstly,collect data samples based on the number of users and the number of short videos;Secondly,establish analysis categories based on data and existing research results;Third,encoding data;Fourth,reliability testing and validity testing of coding results.Secondly,on the basis of data collection and collation,combined with reality,a total of ten variables were selected,including theme,type,background music,special effects,tags,subtitles,duration,screen type,commentary,and personnel appearance.Statistical methods were selected as appropriate to analyze the relationship between these variables and the popularity of short videos in museums,and the current situation and reasons for the distribution and popularity of short videos in museums were analyzed.Finally,based on the research,we propose optimization strategies for museum short video content: it is recommended that museum short video accounts be transformed into professional user production models,combined with the platform,to create high-quality works.Focus on content,enrich the theme,and deeply explore the theme level;Improve video quality and choose more professional shooting techniques and editing methods;The content text is young and professional.Create short videos in innovative forms,serialize and collaborate,output professional knowledge,actively refer to audience opinions,and add popular elements.Integrate various platforms to create a new media ecosystem with full participation,so as to enhance the dissemination effect of short videos in the museum and attract more visitors to visit the museum.