Short Video Contents Production Based on Stickiness: Taking XinJing News “Our Video” as An Example

Abstract

In the era of mobile connectivity, news production emphasizes the priority of mobile terminals. Video news becomes the mainstream of mobile news products. With the rapid development of short video market, media organizations have explored mobile video domain. Capital chases up short video contents entrepreneurship programs. Since 2016, short video has become a new venture of content entrepreneurship and has entered into an explosive development period. With the expansion of short video users and the increase of the length of use, there is a problem of vulgarization and homogenization in the communication of short video content. The problem of ecological construction of short video contents is further highlighted.The essay is taking XinJing News “Our Video” as an example to analyze short video production strategies based on stickiness. “Our Video” produces short videos based on the concept of professional journalism. It is becoming the leading video live broadcast and short video production platform in China. “Our Video” constructs product’s stickiness through double brand strategy and cross-border convergence communication. Through the video album serialization and continuous video reports, users’ deep use is shaped; Through live broadcast, users presence, participation and interaction, users’ experience is optimized and the users’ stickiness is strengthened. With the increasing competition of short video industry, the rapid growth of short video market and the higher expectation of users for contents, short video competition in the future is an ecological competition based on contents.

Keywords: stickiness, short video, our video, information construction