Research On The Influence Promotion Strategy Of Short Video Communication Of "Agriculture,Countryside And Farmers" On TikTok

With the implementation of a national rural revitalization strategy and the rapid development of digital technology,major short video platforms strongly support the creation of content related to “Agriculture,Countryside and Farmers”,injecting new vitality into modern rural economy and culture.The implementation of a series of plans to support video creators of“Agriculture,Countryside and Farmers” has led to a constant increase in the number of videos created in this category.Nevertheless,there are some problems during the improvement of communication,such as the prevalence of homogeneous works,vulgar video content,the promotion of low-quality products,and the lack of diverse images of “Agriculture,Countryside and Farmers”.This paper analyzes such short videos released on Tik Tok between 2021 and 2022 and proposes strategies to enhance the influence of such short videos.This paper firstly summarizes the current situation and characteristics of the communication of“Agriculture,Countryside and Farmers” short videos.Secondly,it reveals the reasons behind the improvement of communication difficulties of such short videos,from the aspects of content production,communication channels,interaction between platforms and users.Thirdly,this paper constructs an evaluation index system of communication influence of such short videos,based on the research of communication influence summarized by related literature in recent two years,and uses Analytic Hierarchy Process(AHP)to calculate and verify the weights of the impact indicators of such short videos’ communication,and fuzzy comprehensive evaluation method is combined to evaluate the sample cases.Finally,based on the analysis results,specific strategies are proposed to enhance the communication impact of “Agriculture,Countryside and Farmers”short videos.The research finds that the overall communication influence of “Agriculture,Countryside and Farmers”short videos on Tik Tok presents a power-law distribution.Its communication influence is reflected as follows:(i)in terms of content generation,the creators who have the ability to create long videos and possess professional skills will get more development opportunities;(ii)with regard to value realization,the ability to transform commodities is the primary influencing factor,followed by the quantity of commodity sales;(iii)from the aspect of demand satisfaction,the evaluation of the quality of the work has the greatest weight in the evaluation system,and user emotional feedback should be actively taken into consideration;(iv)in respect of communication application,the order of importance from high to low is sharing,liking,commenting,and bookmarking.Among these,sharing is the key to influencing the platform’s transmission mechanism.This paper combines survey data and actual cases to construct an evaluation index system for the communication influence of “Agriculture,Countryside and Farmers” short videos.Strategies for improving the communication influence are proposed from the perspectives of content creation,platform algorithms,user needs,and value realization.It expands the research horizon of “Agriculture,Countryside and Farmers”short videos,and provides some reference for content creators to enhance the impact of their works from the practical level.