健康科普类短视频的传播策略研究--以抖音为例

Research on the Communication Strategy of Short Videos in General Health Science--Take Tik Tok as an Example

在推进健康中国建设过程中,健康科普类短视频传播作为普及健康生活的重要环节,具有一定的研究价值和现实意义。通过分析抖音账号是否经过认证、是否具有商品广告以及是否具有信息提示3个维度,与用户关注度和点赞量存在显著性差异提出假设,并作出假设验证,发现是否经过认证和是否具有商品广告与用户的关注度和点赞量存在显著性差异,从4个方面提出健康科普类短视频的传播策略。

In promoting the construction of health China,health science short video communication,as an important link in popularizing healthy life,has certain research value and practical significance.In this study,we proposed a hypothesis by analyzing the three dimensions of whether the Tik Tok account is authenticated,whether it has commodity ads and whether it has information tips,which are significantly different from the user’s attention and likes,and made a hypothesis verification.Through hypothesis verification,it was found that whether or not the account was authenticated and whether or not it had commodity ads were significantly different from the amount of attention and likes of users,and finally,the communication strategy of health science popularization short videos was proposed from four aspects.