Influencing Factors and Enhancement Strategies of Political Short Video Content Communication Power in Prefecture-level Municipalities

At present, political short video has become one of the important ways of information dissemination and city image shaping in prefecture-level cities. "Bengbu Daily" is an important political communication platform in Bengbu City, and this paper takes this account as an example to explore in depth the factors affecting its content dissemination power, and through empirical analysis, it is found that the fusion of political information and hot topics, the use of celebrity effect, and the matching of popular music and labels have a facilitating effect on the dissemination effect. Meanwhile, it is further found that the account has problems such as officialization of style, lack of original content, and lack of operation skills. Accordingly, this paper describes the strategies to improve the communication power of Bengbu Daily's political short video content from three aspects: breaking the officialized expression, creating high-quality original content to explore local characteristics, and upgrading the use of skills.