Research On Communication Strategy Of Short News Video

Although not the first technological revolution in history,the mobile Internet is the first time that almost anyone can own,develop and disseminate real-time content without having to rely on intermediaries.Mobile Internet is a fusion of new media and all forms of media in the past.It links all information receiving terminals such as computers,mobile phones,and smart wearable devices,breaking the limitations of time and space on information dissemination.Short video is a new form of media born out of people's pursuit of information efficiency and the blessing of mobile Internet technology.With the continuation of the fragmented usage trend of mobile Internet users and the deepening of multimedia content consumption habits,the size of short video users with short and swift,rich information,and easy to spread has gradually expanded.It is the operation of filming and passing,dynamic social language,reducing the technical barriers,decentralizing the discourse power of traditional media,and changing the audience from passive content receivers to active content producers.These characteristics are also news.The spread provided fertile soil.Short video news is a brand new news presentation form grafted on the new technology carrier of short video.It adopts a diversified content production model,takes various news events as its content,and is often fused in form.Elements such as voice,video,text,and music are distributed through the social platform or mobile application terminal for a new type of short news video and information products.Due to its rich content and intensive,intuitive and efficient form,high user retention rate,and attractive profit prospects,it has become a new outlet for content entrepreneurship in 2017,which has gradually triggered a high degree of concern in the industry and academia.The author selects two major domestic and foreign short news video producers Pear video and NowThis as research objects.Although they are born under different cultural backgrounds and political systems,they have audience groups with different personal preferences,they have been outstanding in the short news video area.Combine the two to conduct a comparative analysis,from the production to profitability in all aspects: content,distribution,operation,profit,combined with sample data,find commonalities from the characteristics to try to more comprehensively sort out the current short video news' communication strategy.Short video news as an internet product,the ultimate purpose of all its communication strategies is to achieve profitability.The author finds that the short video news' distribution strategy is highly compatible with 4I's integrated marketing strategy.Combining the 4I principle of internet marketing,the following four aspects provide reference for the next development trend of news and short video.This study believes that as a new news language,short video news has entered a fast-growing track.The production,operation,distribution,and profit model of news has matured.The reaction of capital,market,and users has improved.Platform participants gradually increase.Through the consideration of the relevant theories,development status,and future trends of news and short video,this research summarizes the currently absent summary conclusions,and also puts forward the individual's innovative arguments,with a view to giving short video news development inspiring opinions.