Study On Optimization Strategy Of Health Popularization Short Video On Douyin Platform

Health problems have always been a hot topic for citizens.In recent years,chronic diseases caused by unhealthy behaviors have surpassed other forms of diseases and become the main forms of threats to human health.In 2020,the outbreak of the novel coronavirus seriously threatened citizens’ life and safety.Citizens have higher demands for health knowledge acquisition and began to actively learn popular science knowledge of "health management","disease prevention" and "scientific epidemic prevention" to deal with health threats.In the Internet era,the transformation of media forms has subverted the dissemination form of health science knowledge.Short video platforms such as Douyin and Kuaishou have attracted a large number of doctors to join with their powerful algorithm recommendation mechanism and traffic advantages,bringing more scientific and professional high-quality health knowledge to the platforms and users.The entrance of doctors and the supply of health science knowledge should bring more health guidance to users,but the information utilization rate of the public is not high in the actual health science communication process.Some doctors are limited in popular science content production and video production,and account positioning is not allowed to be unclear about the propagation rules of short video platforms,and the release of homogeneous health content that follows the crowd will not only be difficult to attract users’ attention,but also information redundancy will even cause users to avoid information.High-quality content is mixed in like droplets unable to find the target audience.In the end,it cannot cause users’ health behaviors and lead to the failure of health science popularization.In order to improve the productivity of health popular science content of doctors and the influence of health popular science content on short video platforms,this paper takes the medical and health popular science short video account "Medical Road Forward Weizi",which ranks first in comprehensive influence on Douyin platform,as a case study.345 popular science short videos released by this account from January 1,2022 to December 31,2022 were selected,the content production factors of the videos were classified and coded according to three dimensions of narrative text,visual pattern and language style,and the content production strategy of the account was studied by using content analysis method and text analysis method.The narrative text features of the account are analyzed from the perspectives of popular science topics,narrative logic and narrative types of short videos.The visual characteristics of short video are analyzed from five aspects: video duration,presentation form,video source,appearance image and cover title.The language style of health science communicators is summarized from three aspects: voice language,quasi-language and body language.In terms of the communication and promotion of the account content,this paper counted the number of works released,the number of fans,the number of likes,the use of interactive function Settings and other indicators of the "Medical Road Forward Weizi" account on different short video platforms.From the matrix transmission of multi-channel account distribution,interpersonal communication of user spontaneous sharing,and the application of Douyin platform algorithm,this paper summarizes the strategies applied by accounts in communication and promotion.While analyzing the communication characteristics of this account,this paper also examines many problems in the process of health popularization,and puts forward corresponding optimization strategies,hoping to provide reference experience for the content production,communication and promotion of this account and other similar health popularization accounts.From the content production and communication promotion of two aspects,the article analyzes the "medical road forward Weizi" account communication characteristics.First of all,in terms of content production,the account topic selection is based on practical health knowledge close to users’ actual life,flexibly uses the narrative logic of setting suspense,breaking first and then establishing,argumentation and direct answer,and uses actual cases to spread health knowledge in the form of telling popular science stories.In the process of video presentation,the length of the video is extended to increase the depth of science popularization.The professional appearance of real people gives users a sense of intimacy and authority.The cover title highlights the core content of the video.The communicators make reasonable use of voice language,similar language and body language to convey health knowledge to users,and highlight the personal charm of doctors to create personal IP while popularizing science.Secondly,in terms of communication and promotion,different short video platforms were used to distribute content through multiple channels to create a health science communication matrix.Interactive function Settings of the platform and verbal reminders were used to motivate users to consciously forward videos.Besides,the platform algorithm mechanism was grasped to track social hot spots and timely release health content,which achieved good communication effects.At the same time,there are also many problems in the process of health popularization,which are manifested in the lack of motivation for continuous innovation of content,the lack of targeted communication and promotion,and the difficulty of extensive account management and operation.In view of the problems in three aspects,this paper puts forward specific optimization strategies.In terms of content production,we should continue to innovate,draw inspiration from the comment section,rationally use narrative skills and adopt diversified visual presentation elements.At the level of communication and promotion,multi-channel distribution should grasp the law of platform communication,adapt to local conditions,make efficient use of interactive function Settings,broaden the range of users and extend the topic selection;At the level of system management,medical and health science popularization has been realized,and operation team has been formed by absorbing interdisciplinary talents.The hospital provides scientific popularization system guarantee for doctors.