论主题报道类“爆款”短视频的制胜之道

Winning Ways of“Popular”Short Videos of Thematic Report

在融媒体时代,短视频应运而生,成为媒体融合创新和占领舆论阵地的重要平台。面对大量同质化的短视频内容和逐渐审美疲劳的大众,对主题报道类短视频的创新而言,只有在内容差异化和形式个性化方面进行创新突破,在叙述方式上呈现柔性表达,在媒体融合中重点把握用户思维,在传播效果上积极寻求价值输出,才有可能创造出高品质的原创内容,让短视频具备成为“爆款”的潜质,进而传递核心价值,实现预期的传播效果。

In the era of convergence media,short videos have emerged in time to become an important platform for media integration innovation and is holding an important position in guiding public opinion.In the face of a large number of short videos with homogeneous content and the public aesthetic fatigue,short video of theme report can be innovative with different content,individualized form,flexible narrative mode,and by considering users’psychology in media integration,and actively promoting output with positive values in communication effect.Only in this way can it be possible to create short videos with high-quality original content,and potentials to become“popular”,so as to convey core values and achieve the expected communication effect.