短视频古籍推广调查及发展策略

文章通过对三大短视频平台上古籍相关的用户、作品、粉丝、获赞、播放、转发、评论、字幕、封面、视频呈现方式等数据统计分析,探讨短视频古籍推广在用户、作品影响力、类型、大众兴趣点、影响短视频引流力的核心要素等方面的问题。建议图书馆积极利用短视频,发挥图书馆在短视频古籍推广中的引导和监督作用;遵循短视频发展规律,提升古籍作品引流力;建立多种媒体融合营销传播矩阵,注重平台差异化运营;加强短视频专业人才队伍建设。

An Investigation and Development Strategy of Using Short Videos to Promote Ancient Books

In this paper,comprehensive survey and sampling survey are used to measure and analyze the data ofusers,works,fans,likes,broadcast,share,comment,subtitle,cover and presentation of three short videoplatforms for exploring the challenges of using promotional videos for ancient books.Key elements which affect theappeal of short videos to users as well as their impact,types and people’s favor are discussed.The authorsuggests that libraries should actively embrace short videos and play a leading role in using them to promote ancientbooks.Enhancement can be made from the following four aspects by observing the do’s of short video production toraise the attraction,establishing an integrated multimedia marketing communication platform matrix,payinggreater attention to differentiated operations adapted to various platforms,and strengthening the building ofprofessional video production teams.