PACIS 2022 Proceedings

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Paper Number

1039

Abstract

Starting with Vine in 2013,short-video platforms have become a hallmark in the online world all over the world.Whether you're on TikTok, Instagram Reels, Triller or YouTube Shorts,short-video apps have changed how we consume and create content today. The short video industry was first created in 2011. With the continuous development of smart mobile terminal, Internet, 4G and 5G technology, the scale of short video industry has increased sharply.It’s also popular in China.The 47th report of China Internet Network Information Center pointed out that by December 2020, the number of short video users is 873 million, 100 million more than in March 2020, accounting for 88.3% of the total Internet users (CNNIC 2019). The rapid development of short video industry has brought huge flow potential and profit space, which attracts more and more we media to join the army of short video production. How to make their own content get more flow and attention under the existing content distribution mechanism of short video platform? This has become the most concerned problem of short video we media. This paper studies the factors and mechanism of video popularity in short video platform, hoping to put forward suggestions for short video publishers on how to produce better content, and also to make contributions to the improvement of content distribution mechanism of short video platform. We made an in-depth study on the factors and mechanism of video transmission in short video platform in this paper based on the data of Douyin platform.We discuss the increasingly mature management mode of the short video platform, and determine the evaluation index of the short video.In this paper, color richness and face presence and other indexes of short video content are quantified by machine learning. Combined with the data obtained by web crawler, we use fixed-effect inter-group analysis to study the influence of various factors on the popularity of short video.Finally, we analyze the results and give some suggestions for practitioners in the short video industry.

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