| Bilibili is a cultural community and video-sharing website that attracts a large number of young users in China.Founded on June 26,2009,it has been affectionately referred to as "B Zhan" by its users.Bilibili,a platform with a massive user base and high-quality content creators,has formed a relatively complete content ecosystem.Different types of short videos thrive on this fertile ground,in which the health-related short videos acting as a particular type play a important role in science popularization and health awareness promotion.However,the fact of information overload makes the audience attention scarce and valuable resources,which entails new approaches to promote the health-related short videos.As a kind of visual communication marketing,Bilibili’s content marketing relies on cover images and video headlines to attract viewers.This marketing strategy employs well-designed visual elements and concise descriptions to spark the interest and curiosity of users,prompting them to click the link and learn more about the video.Therefore,play count serves as an important indicator of the popularity of a video.Even the best video cannot fulfill its purpose and value without sufficient views.To explore the impact of cover images and headline design on the play count of health-related short videos,all the 4,067 videos from the Health section of Bilibili’s curated content as of June 30,2022 were selected and a study method combining quantitative and qualitative analysis was adopted to clean,process,and investigate the collected data in the research.Moreover,the research method integrating manual coding and machine coding here could provide ideas for batch data processing in future researches related to the coexistence of graphics and text.The study on cover images is based on the theory of image field,namely image production,image composition,and image dissemination.And the computational linguistics lays the foundation for the headline text research,analyzing the words,sentences,and pragmatics of the selected content.The study has found that the clicks of videos are significantly affected by the presentation format,technical form,and relationship between images and texts in the image production field;by the exhibition of character attendance,character gender,character identity,and body parts in the image composition field;and by the propagation tendency,topic relevance,and information redundancy of the cover image in the image dissemination field.As for the headline texts,more quantifiers and verbs could bring more audience clicks to a certain extent;short and medium-length sentence serves as the headline could enrich the reading experience;and meanwhile proper application of emotional appeals can cater to the audience’s preference for negative emotions. |
