[Purpose/Significance] To optimize short video marketing of public cultural services, enrich user experience, and improve the accessibility of public digital cultural services. [Method/Process] Among the top 50 topics related to public cultural services in TikTok APP, the top 2 short video user comment information with likes was selected as the research objects. The key elements of short video marketing of public cultural services were summarized by content analysis method, and a short video marketing model of public cultural services was constructed based on the "TRUST model" of short video marketing. [Result/Conclusion] The core part of the short video marketing model of public cultural service consists of four parts: content, value, demand and interaction. We should start from five aspects: deep cultivation of vertical markets, creation of high-quality contents, innovation of expression forms, implementation of viral marketing, and exploration of the value of short videos, so as to achieve the goal from focusing, linking, attracting and expanding to retaining users.
Dai Yanqing
,
Sun Yingzi
. Research on Short Video Marketing Model of Public Cultural Services[J]. Library and Information Service, 2022
, 66(15)
: 46
-54
.
DOI: 10.13266/j.issn.0252-3116.2022.15.005
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