Research on the Operation Effect and Optimisation Path of Publishers’ Short Videos in the Context of Media Convergences

Abstract

Short video has not only reshaped the ecological pattern of media communication, but also profoundly affected the marketing method of publishing houses, and the combination of “publishing + short video” has become the standard of many publishing houses, showing strong market potential and innovative vitality. In this context, from the perspective of network science, we analyse the short video operation initiatives of publishers, focusing on the core aspects of account operation, content operation and user operation. By exploring the effects and strategies of short video operation of publishing houses, it is proposed that by enhancing the density and intensity of connections in the relational network, the social influence and dissemination effect of short video accounts of publishing houses can be effectively enhanced, the integrated development of publishing can be promoted, and new vitality and kinetic energy can be injected into the publishing industry.