Research On Douyin Users Engagement:Take Sichuan Watch As An Example

"Media convergence" was promoted as a national strategy in 2014.The in-depth development of "convergence" enables media technology to meet the diversified needs of users through continuous upgrading.At present,short video has become one of the main tracks for users to watch on mobile,which has prompted Chinese media at all levels to put effort on the layout of short video."Sichuan Observation",a Douyin app created by Sichuan Radio and Television,gained more than 30 million followers in 2020 alone.Due to the high frequency,wide content and strong interaction of short videos released by Douyin,"Sichuan Observation" Douyin has attracted a large number of users to participate in its short videos.User engagement refers to the specific behaviors that users perform on platform content when using social media.Taking Douyin platform as an example,users’ participation in a single short video includes specific behaviors such as watching,crossing out,commenting,liking,favorites,forwarding,topic participation,and syncing.User participation plays an important role in the user experience on Douyin platform,and further affects the communication effect of a single short video and even the Douyin account.Therefore,this paper takes the user participation of "Sichuan Observation" Douyin as the research object.This paper focuses on the Douyin account of "Sichuan Observation" and analyzes the user participation of "Sichuan Observation" Douyin account from the perspective of users through observation method,in-depth interview method and content analysis method combined with the background of mobile technology development.In the introduction part,the background,research status,research methods and relevant theoretical concepts of media fusion are mainly elaborated.The first chapter analyzes the integration practice of Sichuan radio and television media,focusing on the operation status of "Sichuan Observation" Douyin.Based on the research design and implementation,the second chapter classifies user participation into high,medium and low levels by combing the observed user participation data,and analyzes the content of six short videos with high user participation.The third chapter discusses the influencing factors of user participation based on the theory of use and satisfaction and the theory of drama.In Chapter 4,from the perspective of individual users,account operation,and platform mechanism,the paper puts forward optimization countermeasures on how to improve user participation for "Sichuan Observation" Douyin,hoping to provide reference experience for other provincial radio and television media in media integration.Combined with the observed data and in-depth interviews,after analyzing the influencing factors of user participation in "Sichuan Watch",it is found that from the perspective of users,users will participate in short videos based on the needs of information acquisition,self-presentation,identification and social interaction.From the perspective of account operation,although "Sichuan Watch" Douyin can promote user participation in official interaction,the lack of practicality and style of the account content,as well as the homogenization of the content,have a negative impact on user participation.From the perspective of platform mechanism,Tiktok platform’s mechanism of ranking comments according to the number of likes will reduce the enthusiasm of users’ comments.Finally research from strengthening also affect the enthusiasm of user participation and eliminate the negative factors influencing the user participation,from the perspective of users,accounts,platform,three put forward the feasible optimization countermeasures,"Sichuan Observation" trill,only put users thinking at first,emphasis on account operation personalization,optimizing the platform review mechanism to enhance user engagement.