On the Innovative Mode of Official TikTok Accounts of Vocational Colleges to Boost Enrollment Publicity——Take Vocational Colleges in Changzhou as Examples
As one of the most popular short video apps,TikTok has brought new ideas for college enrollment publicity.Vocational colleges keep up with the times and created official TikTok accounts one after another to spread and display the advantages of school so as to attract students'attention.The data show that the content,quality,presentation mode and delivery frequency of short videos have different communication effects.Utilizing the communication 5W theory and the advantages of TikTok short video fragmented usage habits,decentralized production and accurate algorithm recommendation,the integration framework of vocational college enrollment promotion and TikTok short video is built.Vocational Colleges should create their official TikTok accounts from the four aspects of communicator,communication content,communication audience and communication effect to boost enrollment publicity.
the 5W theoryvocational collegesenrollment publicityTikTok short videos
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