On User Engagement of Bilibili Short Videos:An Empirical Analysis Based on CCTV News on Bilibili
In the context of media convergence,mainstream media are using new technologies and emer-ging social media platforms to engage with young users in new ways.Taking the official"CCTV News"account established by China Central Television(CCTV)on Bilibili,a Chinese online platform for animated video,as the research object,this study uses a sample of 319 randomly selected video samples during fixed time periods.It uses content analysis and regression analysis systems to examine the impact of four dimensions—theme,val-ue,duration and form—on user engagement with CCTV News short videos.The research suggests that social-themed videos have a greatest potential to increase user engagement.Value elements such as entertainment,practicality,and a human touch are most effective in attracting user participation.News videos with three to ten minutes in length are most effective in driving user engagement.In addition,collaborative creative formats sig-nificantly increase video reach and user participation.Other elements such as current events,international news,and financial news do not have a significant impact on user engagement.Therefore,in the following oper-ations,the CCTV News should proactively introduce public issues,maintain a high degree of unity between"i-deological and artistic"elements,make rational use of emotional expression strategies and personalized commu-nication aimed at attracting young audiences.
media convergencemainstream mediaCCTV News accountuser engagementBilibili
NETL
NSTL
万方数据
