An Analysis Of The Official Tiktok Number Of Colleges And Universities And The Brand Image Construction Of Colleges And Universities

With the support of 5G,big data,artificial intelligence and other Internet technologies,the media form has been evolving from two-dimensional to three-dimensional video,and the era of short video has also come.In this context,Tiktok,with its features of extensive entertainment and strong interaction,has quickly become a popular social media,and many government media and mainstream media have also rushed to settle in.With the continuous development of education globalization,the number of colleges and universities is increasing,and the competition between colleges and universities is becoming increasingly fierce.In order to stand out in the competition and better spread the brand image,most domestic colleges and universities have registered the official Tiktok,spread their own distinctive brand image through Tiktok short videos,and build a positive brand image of colleges and universities.At present,the operation level of Tiktok account and the number of fans in colleges and universities in China are uneven.The Matthew effect is significant.The head colleges and universities have seized most of the resources,and many colleges and universities that entered late are difficult to achieve good communication effects.The official Tiktok of Wuhan Institute of Physical Education has been stationed on the platform for 9months,and has gained 6.1w fans and 160w+praise.It has achieved good communication effect in the short term,which is typical.Therefore,the author believes that the research on how to build the school brand image of martial arts official Tiktok will help to build and spread the school brand image of non first-class colleges and universities.Based on the research on the official Tiktok number of colleges and universities and the brand image of colleges and universities,this paper uses the relevant theories of communication science,the case study method and content analysis method,takes the official Tiktok of Wuhan Institute of Physical Education as the research object,and selects 161 videos released by the account from March to December 2022 as the research samples.Starting from the 5w framework,this paper focuses on the communication subject,communication content,communication form,communication effect,communication audience and other aspects of the account,This article deeply analyzes how the martial arts official dithering constructs and disseminates the brand image of Wuhan Institute of Physical Education.Secondly,the author uses a semi structured in-depth interview method to conduct in-depth communication with members of the operation team of Wuti Guandou,explore the difficulties encountered by Wuti Guandou in building the school’s brand image,and propose targeted suggestions.According to the research,there are four major problems in the construction of the school’s brand image: the late arrival of the platform and the large fluctuation of the account communication effect;The team construction is insufficient and the operation mode is chaotic;Video homogeneity is serious,and brand columns are absent;Video quality is mixed,and there is a lack of all-media talents.In view of the above problems,the author puts forward corresponding improvement strategies,namely,stabilizing the update frequency and increasing the account weight;Establish a professional team to improve the operation level;Strengthen original planning and create brand columns;Improve video quality and innovate communication forms.