The Research On Communication Effect Of Videos Of "Honor Of Kings" On Bilibili

"Honor of Kings",as the current top national mobile game,its success depends not only on the production of the game itself,but also on the publicity and promotion of platforms other than the game.As the first large-scale ACG aggregation platform in China,Bilibili is popular among young people because of its entertainment,youth and regionalization characteristics,and has become one of the mainstream positions on which the majority of games are widely disseminated.What are the characteristics of the videos related to "Honor of Kings" that are disseminated on the Bilibili ? Will these features have an impact on the communication effect of this type of video? What are the current problems with the dissemination of the "Honor of Kings" video on Bilibili?In response to the above issues,the author adopted a quantitative research method and selected 345 videos from six Uploader with different fan counts from August 2020 to December 2022 as research samples.The author constructed categories from aspects such as basic information,themes,images of the videos,post-production and interaction forms,summarized the characteristics of the sample videos,and encoded them on this basis,including the video playback,likes,and collections The amount of comment and the number of bullet screens are used as measurement indicators of communication effectiveness,and they are sorted into three dimensions: communication breadth,communication depth,and communication participation.The factors affecting communication effectiveness are analyzed through SPSS software.According to the research results,the author found that the video of "Honor of Kings" mainly has features such as a fixed title format,entertainment and teaching themes,textualization of the cover,normalization of special effects,and audio addition.Different Uploader also differ in video features.In terms of communication effect,the theme selection,audio source,screen presentation,post effects,and induced content of the video have an impact on the overall communication effect of the video.Innovative titles,entertainment themes,the addition of original audio,the production of post effects,and the infiltration of induced content will all have a good impact on the dissemination effect of video.Based on the findings of the above research,summarize the experience and inspiration of the "Honor of Kings" video in the dissemination of Bilibili:cleverly design the text of the video introduction area,improve the entertainment expression of the video,and increase the investment in post production;Strengthen video interactive invitations,add original video elements,and establish a Uploader main support mechanism.This provides a reference for the dissemination of other videos on Bilibili to a certain extent.