Research on the Communication Strategy of China Youth Daily's Douyin Account

Abstract

In the new media environment, information dissemination subjects are diversified, and competition in news communication has intensified. China Youth Daily's Douyin account focuses on the youth demographic, leveraging central media resources to actively disseminate news covering current affairs, social hotspots, and culture on the Douyin platform, promoting mainstream values. It has demonstrated strong traffic appeal and influence in major special reports, sparking widespread discussion. However, challenges such as content homogenization, insufficient algorithm matching accuracy, and an imbalance between depth and breadth have emerged. To address these, it is necessary to deepen content innovation through exclusive in-depth reporting, innovative presentation formats, and encouraging diverse narratives; optimize recommendation algorithms by enhancing platform collaboration and building an in-house data analysis system; and emphasize the integration of hot topics with depth, combining immediate reporting with in-depth interpretation. This will not only consolidate its own influence but also provide a reference for the short video transformation of other traditional media.