体育短视频爆火特征与发展对策研究——以抖音平台刘畊宏健身视频为例

Study on the Feature of Explosive Growth and Development Countermeasures of Short Sports Videos—Taking Tik Tok Platform Liu Genghong’s Fitness Video as an Example

2022年“刘畊宏女孩”现象使体育类短视频迅即出圈,显示出体育短视频对大众健身的强烈带动效应。为了探究体育短视频爆火的一般规律,本文采用文献综述法、个案研究法、经验总结法等,以抖音平台刘畊宏健身视频为研究对象,从外部环境和内在属性两方面对体育短视频爆火特征进行分析。外部环境体现在:政策利好,平台给力,明星光环,头部主播匮乏,MCN机构策划等。内在原因表现在:家庭式健身,全民性参与,过硬的专业,极强的感染力,传统文化的认同等。针对当前体育抖音短视频记忆点共感不足、质量水准不一、内容趋同现象严重等问题提出相应对策,提出体育短视频应与传统媒体合作互补,增强视频记忆点,加大审核水准,提升视频品质,挖掘和激励原创优质内容,打造差异化作品,为更好促进全民健身战略实现提供途径。

In 2022, the phenomenon of “Liu Genghong Girls” made short sports videos emerge quickly, showing the strong driving effect of short sports videos on mass fitness. In order to explore the general rules of the feature of explosive growth of short sports videos, this paper adopts literature review method, case study method and experience summary method, takes Tik Tok platform Liu Genghong’s fitness video as the research object, and analyzes the characteristics of short sports videos go viral from two aspects of external environment and internal attributes. External Environment is reflected in: favorable policies, platform, Star Halo, lack of head anchor, MCN organization planning. The internal reasons are as follows: family-style fitness, national participation, excellent professional, strong appeal, the identity of traditional culture. In view of the problems such as lack of memory points, different quality level and the severity phenomenon of content convergence problems of current Tik Tok short sports videos, it is proposed that the short sports video should work with traditional media, enhance the video memory points, increase audit standards, improve the quality of video, discover and motivate original premium content, create differentiation works, to provide a way for better realization of the National Fitness Strategy.