SIPS模型视域下主流短视频平台档案资源推广探究

Exploration of archive resources of mainstream short video platforms under the perspective of SIPS model

短视频近年来发展十分迅速,头部平台日活用户近10亿,巨大的流量中蕴藏了诸多机会。短视频平台海量的用户、高效的内容分发机制能够降低档案资源推广成本、提升推广效率。本文在对抖音、快手两大主流短视频平台内的档案类账号调查后发现档案资源在短视频平台的推广存在重视程度低、作品运营不精细、流量把控不合理等一系列问题。通过融合营销学中的SIPS模型针对现有问题从共鸣、确认、参与、共享四个用户行为环节梳理出了针对性、具体性的建议,以期破解短视频平台流量红利尚在,但档案资源推广效果甚微的困境,助力档案信息资源的高效推广。

Short video has developed rapidly in recent years,with nearly 1 billion daily active users on the head platform,and there are many opportunities in the huge traffic.The massive number of users and efficient content distribution mechanism of short video platforms can reduce the cost of promoting archive resources and improve the efficiency of promotion.In this paper,after investigating the archival accounts in the two mainstream short video platforms of Douyin and Kuaishou,it is found that the promotion of archival resources on the short video platform has a series of problems such as low attention,unrefined operation of works,and unreasonable traffic control.Through the SIPS model in integrated marketing,targeted and specific suggestions were sorted out from the four user behavior links of resonance,confirmation,participation and sharing for existing problems,in order to solve the dilemma that the traffic dividend of the short video platform is still there,but the promotion effect of file resources is minimal,and help the efficient promotion of file information resources.