基于微信公众号的健康科普短视频传播效果评价

Research on the evaluation of the dissemination effect of short health science popularization video based on WeChat public account

目的 通过微信公众号“大理州人民医院订阅号”中健康科普短视频的各项数据,分析健康科普类短视频在微信公众号中的传播现状和效果,探索提高其传播效果的方法。方法 以2022年1月-2023年4月“大理州人民医院订阅号”公众号推送的56条健康科普短视频为研究样本,采用指数分析法、统计描述法、回归分析法分析不同类型健康科普短视频传播效果。结果 基于微信公众号的健康科普短视频传播效果受传播内容、讲解形式、传播热点三个方面影响。结论 健康科普短视频通过结合媒体热点、公众关注焦点,与时俱进更新内容、形式多样,可使健康科普短视频传播广而快,且深入人心。

Objective Based on the communication data of short health science videos in the WeChat official account“Dali People s Hospital Subscription Account”,to analyze the communication status and effects of health science short videos in the WeChat official account,to explore the methods of improving the communication effects.Methods From January 2022 to April 2023,56 short health science popularization videos pushed by“Dali People s Hospital Subscription Account”were taken as the research samples.Exponential analysis,statistical description and regression analysis were used to analyze the communication effects of different types of short health science popularization videos.Results The communication effect of short health science popularization videos based on wechat public accounts were affected by three aspects:communication content,explanatory form and communication hot spots.Conclusions By combining media hot spots and the focus of public attention,the short video of health science popularization can update its content with the times and in various forms,so that the short video of health science popularization can spread widely and quickly,and be deeply rooted in people s hearts.