图书馆短视频阅读推广发展策略研究——以2014-2021年“金牌阅读推广人”抖音短视频为例

Research on the Development Strategies of Short Video Reading Promotion in Library——Taking the Short Video of“Gold Medal Reading Promoters”in DouYin from 2014 to 2021as an Example

短视频已经成为引领全民阅读的有效路径,亟须引起图书馆人的广泛重视。本文以2014—2021年“金牌阅读推广人”为研究对象,在对抖音平台“金牌阅读推广人”账户基础数据及阅读推广作品主题选择、表达呈现、传播互动调查分析的基础上,从人员素养培养、内容为王、品牌定位、积极互动、多元共振、团队运营、适度营销等方面,提出图书馆短视频阅读推广发展策略。

Short video has become an effective way to lead the reading of the public,which urgently needs to attract the extensive attention of librarians.Taking the"Gold Medal Reading Promoters"from 2014 to 2021 as the research object,based on the investigation and analysis of the basic data of the"Gold Medal Reading Promoters"accounts on the DouYin platform and the theme selection,expression and presentation,communication interaction of reading promotion works,this paper puts forward the strategies for the development of the libraries’short video reading promotion from the aspects of personnel quality training,content as king,brand positioning,positive interaction,multiple resonance,team operation and appropriate marketing.