Research Of Top Colleges And Universities Official Accounts In Tiktok

As the scale of short video users in China continues to expand,TikTok,the leader in the short video industry,has become a key propagand a position for colleges and universities.Many colleges and universities ha ve opened official Tik Tok accounts to promote colleges and disseminate k nowledge and social positive energy,which is very meaningful for expand ing the influence of colleges and universities,optimizing the content of Ti k Tok platform and social development.After several years of precipitation,most colleges and universities in China have been stationed in Tik Tok,b ut the development situation is uneven.Some of the top colleges and uni versities official Tik Tok accounts with a large fan base and strong commu nication ability are worthy of attention.Based on the authoritative industry data Beijing Qingbo Big Data Tec hnology List,the report selects 37 official Tik Tok accounts of colleges an d universities in China as the survey objects,and uses content analysis,c ase investigation,and interview methods to analyze the development statusof official Tik Tok accounts of top colleges and universities.The analysiscontent includes external identification information,content features and f unctions,presentation forms,dynamic operational elements,fan users,and communication effects.In addition,excellent cases from four types of coll eges and universities including "985" universitie,"211" universitie,ordinar y undergraduate universitie,and higher vocational college in the official T ik Tok accounts of top colleges and universities were selected,and differen t categories of top colleges and universities’ official Tik Tok accounts wereanalyzed and summarized.The external content operation and internal op eration strategy of the account.The survey found that the official Tik Tok accounts of top colleges an d universities are currently showing a booming trend of "a hundred flowe rs blooming",but they also have many of the same characteristics in oper ation.Each college operates the official Tik Tok account of the school acc ording to its own characteristics and local conditions.In the operation,it pays attention to the characteristics of the platform and has an insight int o the core user group,which has achieved good communication effects,but there are also shortcomings such as serious templating of content,lowattractiveness of ideological and educational content,and low enthusiasmof production.The report puts forward suggestions for optimising these p roblems,such as tapping into the school’s characteristic culture,adopting micro-narrative communication methods and building a professional operati on team.At present,it is still the mainstream trend for colleges and univ ersities to open and operate official Tik Tok accounts.This research on th e official Tik Tok accounts of top colleges and universities can provide so me reference for the sustainable development of Tik Tok official accounts of colleges and universities.