《协和医学杂志》新媒体开展知识类视频内容传播的实践与思考

Content dissemination of knowledge-based videos by the new media of Medical Journal of Peking Union Medical College Hospital: Practice and thinking

【目的】视频化时代下,通过《协和医学杂志》开展知识类视频内容传播的具体实践,总结医学期刊知识类视频内容传播的有效运营方法及现存问题,为期刊同仁提供思路及借鉴。【方法】介绍《协和医学杂志》新媒体开展知识类视频内容传播的优势及效果,并从视频选题、内容制定、类型把控、视觉表现和传播渠道5个方面分享运营策略及典型案例。【结果】《协和医学杂志》新媒体在知识类视频内容传播发展中通过锚定黄金栏目开展高起点系列选题策划,基于不同用户需求差异化制定视频内容,打破藩篱实施短中长视频全线发展,并创新探索MG动画与AI语音融合的视听表现,结合多平台分发、多渠道引流等综合运营措施,增强期刊内容传播力和品牌影响力,成效显著。【结论】医学期刊应抓住视频发展机遇,以多维度综合运营开创知识类视频新干线,为医学期刊视频内容传播拓新局。同时在实践中应注意发布规律、编辑素养、资金投入及长效发展布局等问题,从而坚实期刊市场竞争力,提升中国学术期刊知识内容传播影响力。

[Purposes] This paper aims to explore the effective methods for content dissemination of knowledge-based videos and current problems facing medical journals in the video age by analyzing the practice of Medical Journal of Peking Union Medical College Hospital(Med. J. PUMCH), which is expected to serve as a reference for journal colleagues. [Methods] This study introduced the advantages and results achieved by the new media of Med. J. PUMCH in content dissemination of knowledge-based videos, and shared the operation strategies and typical cases from five aspects: video topic selection, content formulation, type control, visual performance, and communication channels. [Findings] In the content dissemination and development of knowledge-based videos, the new media of Med. J. PUMCH has enhanced the content dissemination and brand influence of the journal via topic selection planning of high starting point series by targeting the gold column, differential video content for users and all-around development of short, medium, and long videos. Moreover, the visual expression of Motion Graphic integrated with AI voice is innovatively explored, in combination with comprehensive operation measures such as multi-platform distribution and multi-channel traffic generation. [Conclusions] Medical journals should seize the opportunity of video development and produce knowledge-based videos with multi-dimensional operations, opening a new chapter for video content dissemination of medical journals. Meanwhile, we should practically focus on the law of video publishing, accomplishment of editors, capital investment, and long-term sustainable development layout, which helps to enhance the market competitiveness of journals and the influence of knowledge content dissemination of Chinese academic journals.