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

Abstract

With the spread of mobile internet, short-video platforms such as Douyin, Kuaishou and Bilibili have become popular places for the public, especially young people, to obtain information and enjoy culture. Therefore, the traditional library reading promotion model has some problems, including limited scope, weak participation and lack of interest. At the same time, although some libraries have started to explore the use of short videos, there are still many problems, such as fragmented strategies, a lack of effective data-driven evaluation, and no systematic model. Organise the ways and results of libraries' use of short-video platforms for reading promotion in this paper. Based on the above methods, such as literature review, case studies, questionnaires, user persona analysis, data analysis, pilot tests, etc., this paper will comprehensively examine the operating conditions, content strategies, interactive features, user feedback and promotion effectiveness of short video accounts at academic libraries. Based on the above research, the current overall coverage of short-video accounts in academic libraries is relatively small, and there are many problems, such as uneven platform development, uniform content, limited interaction, and a lack of operating mechanisms. Based on the above, the four dimensions of the research model are communication effect, interaction effect, conversion effect and brand image, which will be applied and verified in the case of the Beijing University of Agriculture Library. Finally, some general optimisation plans and practical suggestions for improving the construction of mechanisms, content innovation, deeper interaction and data-driven operation are put forward in this paper. The purpose is to offer a scientific foundation and practical plans for promoting the reading of short videos in academic and public libraries, thus advancing the digital transformation and efficiency improvement of library services.