我国省级公共图书馆抖音短视频运营现状调查分析

Investigation and Analysis of the Operation of TikTok Short Video in Provincial Public Libraries

近年来以抖音为代表的短视频行业高速发展,抖音用户规模庞大,对公共图书馆而言是重要的新媒体推广渠道。文章对我国31所省级公共图书馆(不包括港澳台地区图书馆)抖音账号数据和内容进行采集、统计和分析,归类出图书馆短视频涵盖的7个主题:图书推荐、活动宣传、知识分享、读者互动、图书馆工作、图书馆宣传和其他。调研结果发现,目前省级公共图书馆在抖音短视频运营中存在的问题包括:账号开通率和活跃度较低,缺乏专业运营团队;短视频内容重复度较高,缺乏深度和原创性;账号宣传效果欠佳,运营策略不符合抖音平台特性。针对问题提出如下优化策略:搭建专业运营团队,形成新媒体宣传矩阵;打造图书馆特色短视频,加强图书馆间合作互推;结合抖音平台特性,改进剪辑手法,完善发布方案。

In recent years,the short video industry represented by TikTok has developed rapidly.TikTok has a huge user base and is an important new media promotion channel for public libraries.This study collected,counted and analyzed the operation data of TikTok accounts of 31 provincial public libraries,and summarized seven themes:book recommendation,event promotion,knowledge sharing,reader interaction,library work,library promotion and others.According to the survey results,the following problems exist in the operation of TikTok in provincial public libraries:the account opening rate is low,and most libraries lack of professional operation team;short video content is highly repetitive,lacking content depth and originality;operation strategies do not meet the characteristics of TikTok.The operation optimization strategies are proposed as follows:build a professional operation team,and integrate different new media channels;create short videos with library characteristics,and strengthen cooperation between libraries;improve the editing techniques and release plan according to the characteristics of TikTok.