Research on the Current Situation and Optimization Strategies of Short Video Dissemination of Medical Academic Journals
This article analyzes the current situation and problems in the short video dissemination of medical academic journals, and proposes the optimization strategies to provide insights for journals to grasp the trends of short video development and expand the influence of journals. By studying 32 medical academic journals listed in A Guide to the Core Journals of China (2020 Edition), the article investigates the basic situation of the content dissemination on four major short video platforms: WeChat Video, Xigua Video, Douyin, and Bilibili. The major issues identified in the short video dissemination of medical academic journals include the failure to reflect the positioning of journal brands, the lack of segmented audience communication based on user characteristics of different platforms, the monotony of content formats, and the insufficient efforts in integrated communication. Therefore, it is proposed that medical academic journals should clarify the positioning of their short video contents, implement the segmented audience communication strategies, innovate the presentation forms of short video content, and collaborate on the content release and integrated dissemination. By doing so, medical academic journals can continuously enhance the dissemination capacity of their short video contents and strengthen their brand influence.
short videomedical academic journalsegmented audience communicationintegrated communication
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