上瘾模型视角下图书馆短视频运营策略探究--以抖音为例

Strategy of Short Video Operation for Libraries from the Perspective of Hooked Model:Case Study of Dou Yin

文章以国内活跃用户规模最大的抖音平台为例,引入互联网产品设计理论的上瘾模型,参考抖音平台的推荐算法机制,针对当下图书馆短视频运营的现状和问题,提出基于推荐算法和用户知识焦虑的用户触发、把握用户动机同时降低能力门槛、设计以猎物酬赏为主的多变酬赏,以及通过内容价值与运营技巧吸引用户投入等运营策略。

Taking Tiktok with the most active users in China as an example,introducing the hooked model of internet product design theory,referring to the recommendation algorithm of Tiktok,and aiming at the current situation and problems of short video operation in libraries,this paper puts forward the operation strategies as follows:libraries should trigger users based on recommendation algorithm and users knowledge anxiety,grasp users motivation and reduce the capability threshold,design mainly prey rewards and other variable rewards,and attract users’involvement through both content value and operation skills,etc.