Analysis on the reasons and problems of the success of spreading vibrato short video

Analysis on the reasons and problems of the success of spreading vibrato short video

In our daily study and work, everyone has been exposed to papers, which generally consist of title, author, abstract, keywords, text, references and appendix. What kind of paper can be called an excellent paper? The following is my paper on the reasons and problems of the success of spreading vibrato short videos, for reference only. Let's have a look.

As the "dark horse" of the short video industry, Tik Tok app became a phenomenal product on 20 18. Although it has been successful, Tik Tok also has many problems. With the help of lasswell's "five-W model", this paper will analyze the reasons for the success of Tik Tok app from the aspects of user positioning, communication content, communication channels and communication effects, and reflect on its social effects.

Keywords: Tik Tok app；; ; Reasons for success; Social effect

Tik Tok is a music creative short video app under today's headlines. It was launched in September 2065438+2006. Users can randomly choose a background music to show their style in Tik Tok. After post-editing, they can create a short video and publish it. Short video duration is limited to 15 seconds. In the first quarter of 20 18, Tik Tok downloaded 45.8 million times, making it the most downloaded iPhone app in Apple App Store. [1] As of July 20 18 and 12, the author saw that Tik Tok ranked first in the "Photo and Video" free app list of iphone. At the same time of success, Tik Tok also has many problems, and the pace of internal rectification has never stopped. On March 20 18, from March 65438 to March 3 1 day, Tik Tok cleared 2723 short videos1and permanently banned the account 15234; 2018 April 10, Tik Tok launched the anti-addiction system; On April 1 1 day, Tik Tok was fully upgraded. The live broadcast and comment functions were turned off during the upgrade. Five-W model is a communication model put forward by American scholar lasswell, which points out five basic elements in the communication process: who said what, through what channels, to whom, and what effect. With the help of lasswell's "Five W" model, this paper analyzes the reasons and existing problems of app's popularity in Tik Tok from the aspects of communication channels, communication contents, users and communication effects.

First, the reasons for the success of Tik Tok app

(1) Positioning young users, algorithm distribution is good for grassroots. Tik Tok's users are young fashion groups aged 20-29. This group is highly active online and shows strong media dependence psychology and behavior in social needs, such as less communication in reality, more inclined to communication in virtual space and more susceptible to the influence of virtual environment. In the face of this "mobile phone syndrome", Tik Tok first meets the social needs of users. Tik Tok adopts a recommendation mechanism combining algorithm distribution and manual selection in content distribution, that is, it recommends relevant content to users according to their viewing preferences, and at the same time pushes high-quality content selected manually to users. This content distribution mechanism makes the content received by users more diversified and personalized, and pays more attention to the quality and attractiveness of the content, providing more opportunities for content producers to be seen.

(2) Multi-content meets the needs of users. Tik Tok adopts PUGC mode in content production, that is, it produces relatively professional content in the form of UGC. In terms of content production, Tik Tok has the following characteristics:

1. The content is massive and diverse, entertaining and entertaining, especially those with personal talents, which are easily sought after.

2. Content fragmentation. The new media environment has cultivated the fragmented reading habits and short-term attention characteristics of the public. Tik Tok's video length is limited to 15 seconds, which caters to the psychological needs of users.

3. Personalization and virtualization. Tik Tok takes "I" as the center and provides personalized service for users. For example, the speed of video can be adjusted when shooting, and creative fusion can be carried out after shooting, so that users can give full play to their creativity. At the same time, various filters and special effects tools meet the psychological expectations of users.

4. Initiate topic challenges to enhance user stickiness. Topic challenge refers to taking a topic or a piece of background music as the theme, allowing users to record content according to the rules to challenge, thus guiding users to publish videos and further enhancing users' stickiness.

(3) Multi-channel communication mode. Today's headlines promote Tik Tok through various channels:

1. Advertising marketing with the help of TV variety shows. For example, Tik Tok placed advertisements in China's TV variety shows such as Happy Camp, Everyday Up and Hip Hop.

2. Invite stars to settle in and take advantage of celebrity effect. At present, the stars staying in Tik Tok are Yun-peng Yue, Lu Han, Guan Xiaotong and He Jiong. The presence of stars triggered a celebrity effect, which in turn led to the presence of fans.

3. Use external chain sharing to expand communication channels. In the early stage of development, Tik Tok used the social sharing function of Weibo and WeChat to get traffic from these two platforms. Subsequently, Tik Tok cooperated with Taobao to further gather e-commerce companies to settle in Tik Tok.

Second, the existing problems

(A) excessive entertainment leads to people's loss. The content of Tik Tok is very entertaining, which is a kind of entertainment with low threshold. Entertainment is one of the functions of the media, which can bring people spiritual pleasure and relaxation, but excessive entertainment will lead to spiritual emptiness and loss. As neil Pozmann said in Entertainment to Death, "People will lose their freedom because of pleasure, and we will be destroyed by what we love". Tik Tok's entertainment is also reflected in the form. The content broadcast in the form of video has more sensory stimulation, but it lacks logical rationality. When watching video, users only need to immerse themselves in the sensory stimulation of background music and pictures, without too much rational thinking. In the long run, users pay more and more attention to sensory stimulation, but their logical thinking ability is getting lower and lower. At the same time, Tik Tok's fragmentation not only caters to users' thinking habits, but also further cultivates users' fragmentation thinking.

(2) The control of people by the media: Who is the slave of whom. Mcluhan once said that the media is an extension of human beings. In McLuhan's view, media is a tool, which extends people's perception. However, while using tools, the "Thumb Clan" also became dependent and addicted to tools. Relying on such social media and indulging in entertaining content not only consumes a lot of time, but in the long run, users gradually evolve into "container people", leading to social obstacles, emptiness and anxiety.

(3) the false and vulgar content of tiktok. Due to the lack of audit mechanism, Tik Tok has a lot of false and vulgar information. Tik Tok attracts Taobao merchants to settle in through external chain sharing and Taobao cooperation. While expanding the profit model, counterfeit goods also began to run rampant in Tik Tok, and some counterfeiters openly peddled counterfeit and shoddy goods on the vibrating platform. In addition, there are many vulgar and even distorted contents on Tik Tok, which convey wrong values to other users and have a bad influence.

Three. References:

[1] Tik Tok Kodak Co., Ltd., which has the largest download volume in the world, is its top market partner [DB/OL].

[2], Li, Research on the marketing promotion strategy of vibrato short video [J]. Guide to news research, March 20 18.

Tik Tok App is a social software. You can share your life through the short video App in Tik Tok, and at the same time, you can meet more friends and learn all kinds of anecdotes here. [22]

Four. Main functions of vibrato short video

In essence, Tik Tok is a music short video community focusing on young people. Users can choose songs and make their own works with short videos. Similar to a small card repair, but the difference is that Tik Tok users can make the video more creative through video shooting speed, video editing and special effects (repetition, flashing and slow motion), rather than simply lip-synching.

Tik Tok platform is generally young users, mainly electronic music and dance music, and videos are divided into two schools: dance school and creative school. The characteristics of * * * are very rhythmic. There are also a few users who play lyric music to show their coffee drawing skills, which has become a clear stream of Tik Tok coil.

Tik Tok has added a new social function-"Friends Chat Room" in the latest beta, which supports Tik Tok's powerful filter beauty and props function.

On March 24th, 20021year, Tik Tok launched the "Old Friends Program", which is dedicated to improving the experience and enriching the lives of elderly users. At the same time, it also launched the following measures in terms of products and operational activities.

On June 28th, 20021year, IT House reported that Tik Tok App was updated again. This time, some new features were tested. At the same time, Tik Tok music was officially launched, which greatly enhanced the interaction between users and took another big step in the social field.

On February 25, 2022, Tik Tok officially announced a number of measures to prevent cyber violence this week, and took the lead in launching functions such as "commenting and issuing warnings".

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