摘要
抖音短视频环境下,阅读推广有着巨大的市场需求和流量空间,相较于图书馆在数字阅读推广上的初步探索,市场主体已经抓住风口,在不断尝试中,迅速调整出一套“行之有效”的模式。不同于正向的数字阅读推广,市场主体更偏向于把用户当作数据,散播焦虑情绪,蓄存流量池,以此达到卖课程、直播带货、有偿咨询等盈利性目的。因此,本文以广受病的育儿焦虑为引,改变图书馆传统的“自荐式”数字阅读推广,尝试从大量育儿受众群体的需求出发,学习市场主体的阅读推广创新模式,从抓住平台技巧、重视短视频情感营销、引入固定人设和场景、结合线上线下、加强多方合作等方面发力,给广大育儿受众传递正确的价值取向。
In the environment of Douyin short video,there is a huge market demand and flow space for reading promotion.Compared with the library's initial exploration of digital reading promotion,market players have seized the tuyere and quickly adjusted a set of"effective"models in continuous attempts.unlike the positive digital reading promotion,market players prefer to treat users as data,spread anxiety,and store flow pools to sell courses,live with goods,and obtain paid consulting for other profitable purposes.Therefore,this paper tries to change the traditional"Self-recommenda-tion"digital reading promotion in the library,and try to start from the needs of a large number of child-care audience groups,to study the innovative mode of the marketing agent's reading promo-tion,from the aspects of grasping the platform skills,attaching importance to the emotional market-ing of short videos,introducing fixed personas and scenes,combining online with offline,and strengthening multi-party cooperation,etc.,to the majority of child-rearing audience to convey the right value orientation.
作者
周钟
Zhou Zhong(Guiyang City Library,Guiyang,Guizhou,550002)
出处
《贵图学苑》
2023年第3期41-46,共6页
Guizhou Library Publication
关键词
短视频
数字阅读推广
育儿焦虑
Short Video
Digital Reading Promotion
Parenting Anxiety
作者简介
周钟(1993-),女,汉族,重庆云阳人,贵阳市图书馆助理馆员,大学本科。
