Dissemination Analysis of Official University TikTok Accounts in Shaanxi
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Abstract
Due to the rapid development of the TikTok platform, an increasing number of colleges and universities have begun to use it as a publicity medium. Colleges and universities in Shaanxi Province, China, have achieved certain results in the use of TikTok, but there is still room for overall improvement. Therefore, it is particularly important to study its communication effects and content characteristics. This article aimed to 1) analyze the communication effect of official TikTok accounts of universities in Shaanxi and 2) study the characteristics of communication content of official TikTok accounts of universities in Shaanxi. The sample was the top ten official TikTok accounts in Shaanxi Province universities ranked by the effectiveness of their 289 short videos. They were selected by conducting equidistant sampling on all videos of the top ten official TikTok accounts of higher education institutions in Shaanxi Province over a period of 17 months after encoding them. The instrument for collecting data was Python. Analysis of data by descriptive statistics and content analysis. The research results were found as follows:
1. Dissemination Effects: Users interact frequently, with high video views, some exceeding millions of times. Most university followers are growing rapidly, demonstrating the influence of universities on the TikTok platform.
2. Content Characteristics: The official TikTok accounts of Shaanxi universities feature diverse video themes, encompassing campus culture, educational resources, etc. The content forms are rich, including real-life shooting, animation production, etc. They attract user attention through hot topics, challenge contests, and other means.
3. Issues and Countermeasures: Problems include unprofessional content production, an incomplete operational system, and unstable update frequency. Countermeasures include improving content quality, clarifying account positioning, optimizing promotion strategies, establishing professional teams, and strengthening user interaction.
The research conclusion indicates that the dissemination effect of the official TikTok accounts of universities in Shaanxi Province is characterized by significant user interaction and extensive dissemination influence. The content disseminated is characterized by diversity, innovation, and strong appeal.
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