Research on the Operation and Strategy of Short Video Accounts in Colleges and Universities

In the context of rapid new media development, the rise of short video platforms has introduced a novel method and pathway for internal and external publicity within colleges and universities, thereby reshaping brand communication and image construction strategies.This study explores the communication strategies of college short video accounts and identifies the factors influencing their effectiveness.It focuses on key areas such as communication path optimization, content innovation, user interaction, and brand image development.The study combines a literature review, questionnaire surveys, and statistical data analysis, utilizing 500 valid sample responses.The data's reliability, validity, and correlations were analyzed using SPSS software to identify critical issues in the communication of college short videos.The findings reveal that college short video accounts typically encounter several problems, including unclear communication strategies, ambiguous account positioning, lack of content innovation, insufficient user interaction, inconsistent update frequency, and underdeveloped operational teams.To address these problems, the study systematically analyzes the current communication strategies.It proposes practical solutions, such as optimizing communication approaches, fostering content innovation, enhancing user engagement, refining update mechanisms, and improving team structures.This study provides both theoretical support and empirical evidence for the effective operation of university short video accounts, offering innovative insights and clear recommendations for universities seeking to leverage short video platforms for branding and image communication in the new media landscape.However, this study still has certain limitations.The sample size and regional coverage constrain the research, limiting the survey subjects to faculty and students from Chinese universities.The sample group is relatively homogeneous, and the study does not adequately account for short video accounts' operational characteristics and communication strategies across universities in different countries and regions.This may affect the broader applicability of the research findings.In addition, the study looks at creating communication strategies for university short video accounts as a whole.Still, it only uses data analysis and includes no full case studies to support its conclusions.In future research, it would be beneficial to expand the sample size, integrate case study analysis with longitudinal tracking data, and conduct a more in-depth exploration of the communication pathways and the evolution of brand influence of university short video accounts across diverse platforms.Such an approach would offer more comprehensive empirical support for optimizing the operational strategies of these accounts.