Short Video Platform Video Template Design For Generation Z Based On Audio-Visual Language

As the short video dividend tops out,short video platforms are facing the problem of slowing user growth.In order to lower the threshold of UGC,the major short video platforms have launched various intelligent short video template tools.However,the short video platform video templates on the market today generally have problems such as ambiguous positioning and uneven quality,and there is also a lack of benchmark and theoretical guidance on video template design in the industry.Therefore,how to clarify the differentiator and how to make the design more standardized and systematic has become an urgent problem for short video platforms to solve.Generation Z,the "Internet Natives",are active in cyberspace and occupy an important position in the content ecology of short video platforms.Therefore,as the pattern of the head short video platform has been determined,if short video platforms want to find a way to break the game and achieve competitive differentiation,they can focus on the Generation Z group and explore the video template design strategies and methodologies for the Generation Z users.This paper is based on the QQ Small World "Inspiration Library" video template design project,using relevant theoretical methods of audio-visual language to design video templates that meet the needs and aesthetic preferences of users from various Gen Z groups.This paper first analyses the current situation of the short video platform industry,explains the concept and purpose of short video platform video template design,and conducts design status analysis and competitive analysis.On this basis,the audio-visual language theory is introduced to analyse and summarise the design elements and design methods of short video platform video templates based on audio-visual language,and summarise the design trends from the perspective of audio-visual language.Subsequently,based on the subculture phenomenon of Generation Z,the differences and commonalities of the subcultural forms of Generation Z were analysed,and then combined with questionnaire research to obtain a classification of Generation Z users of short video platform video templates:subculture followers,fun and trend followers,life performers,and anxiety healers.Accordingly,user needs and usage scenarios were analysed for each category,and the user experience process of Generation Z was sorted out to uncover pain points and opportunities.Afterwards,the audio-visual language design elements of the short video platform video templates and the user classification of Generation Z were cross-analysed,and an audio-visual language design system for short video platform video templates based on the Gen Z category was constructed.The audio-visual language design elements in the system mainly include audio-visual contextual imagery,visual mood board,dynamic interpretation methods,picture movement characteristics,music atmosphere and music rhythm.In practice,this was used as the basis for the design of video templates for each segment of the demographic,and resources were allocated to the QQ Small World "Inspiration Library".Finally,we conducted usability tests on each template design and proposed future iteration directions.By analysing the subcultural forms of Generation Z and their differences and commonalities,this paper constructs a classification of Generation Z user personas for short video platform video templates,and outputs video template design solutions that meet the needs of each Generation Z category,helping QQ Small World to achieve UGC data growth and quality improvement,and providing a reference for short video platforms to better meet the personalised and diverse needs of Generation Z users.At the same time,this paper applies audio-visual language theory to the field of video template design for short video platforms,providing a systematic and standardized theoretical reference for short video platforms.