基于SICAS模型的公共图书馆短视频运营策略研究——以抖音平台为例

Research on Short Video Operation Strategy of Public Libraries Based on SICAS Model—Taking Tiktok Platform as an Example

随着短视频平台的迅猛崛起,用户规模不断攀升,如何高效运营短视频已成为业界关注的焦点。该文通过网络调研,深入剖析了省级公共图书馆抖音号的运营现状,并借助SICAS营销模型,从相互感知、兴趣互动、联系沟通、行动购买、体验分享5个方面,系统梳理了运营中存在的问题。针对这些问题,结合图书馆行业的特点,提出了切实可行的优化策略:汇聚流量,提升用户感知;深挖创新,引发兴趣共振;多维互动,提升用户黏性;巧设触点,实现行动转化;体验分享,实现口碑裂变。这些策略旨在更好地提升图书馆在短视频领域的运营效能,扩大图书馆品牌影响力。

With the rapid rise of short video platforms and the continuous growth of user scale,how to efficiently operate short videos has become the focus of the industry.Through online research,this article deeply analyzes the current operation status of provincial public library TikTok accounts,and systematically sorts out the problems in operation from five aspects:mutual perception,interest interaction,communication,action purchase,and experience sharing.Addressing these issues,practical optimization strategies are proposed,taking into account the unique characteristics of the library industry:aggregating traffic to enhance user perception,exploring innovation to trigger resonance of interest,enhancing user stickiness through multi-dimensional interaction,cleverly setting touch points to achieve action conversion,and leveraging experience sharing to achieve word-of-mouth fission.These strategies aim to better enhance the operational effectiveness of libraries in the short video field and expand the brand influence of libraries.