Library Use of Short-Video Platforms for Reading Promotion: Strategies and Effectiveness Analysis

Abstract

With the deep penetration of mobile internet, short video platforms represented by Douyin, Kuaishou, and Bilibili have become core channels for the public, especially young people, to access information and engage in cultural consumption. In this context, traditional library reading promotion models face challenges such as narrow coverage, weak interaction, and insufficient attractiveness. Concurrently, although some libraries have begun preliminary explorations into short video practices, widespread issues persist, including fragmented strategies, lack of data-supported effectiveness evaluation, and the absence of a systematic model. This research aims to systematically investigate the strategies and effectiveness of libraries utilizing short video platforms for reading promotion. Employing methods such as literature and case study, questionnaire surveys, user persona analysis, data analysis, and pilot experiments, it conducts a comprehensive and in-depth empirical analysis of the operational status, content strategies, interactive features, user feedback, and promotion effectiveness of short video accounts of academic libraries. The study finds that the current overall coverage of short video accounts among academic libraries is relatively low , with problems including uneven platform development, content homogenization, superficial interaction, and inadequate operational mechanisms. Based on this, the research constructs a comprehensive evaluation system covering four dimensions: communication effect, interactive effect, conversion effect, and brand impact, which is applied and validated through the case of Beijing University of Agriculture Library. Finally, the study proposes a set of full-process optimization strategies and practical guidelines encompassing mechanism building, content innovation, interaction deepening, and data-driven operations. The aim is to provide scientific decision-making basis and actionable plans for short video reading promotion in both academic and public libraries, thereby promoting the digital transformation and efficiency enhancement of library services.