Research on Audience Behavior Modeling and Communication Strategy Optimization for Rural Revitalization Short Videos Based on Multimodal Data Analysis

With the comprehensive advancement of the rural revitalization strategy, short videos, as an efficient communication medium, play an important role in promoting rural cultural promotion and economic resource drainage. However, the current rural revitalization short video communication generally has the problems of complex audience behavior and low communication efficiency. To solve this problem, this study introduces multimodal data analysis technology and combines machine learning methods to construct a set of audience behavior modeling and communication strategy optimization framework. The study uses the K-means clustering algorithm to group user behavior and identify the characteristics of high-interaction groups, passive browsing groups and potential audience groups. At the same time, the support vector machine (SVM) classification method is used to analyze the relationship between audience behavior characteristics and communication effects, and the internal connection of key behavior characteristics is further revealed through association rule mining. In the experiment, the rural revitalization short videos on the Douyin platform are used as the data source. The model is constructed through standardization and feature extraction. The overall accuracy of the classification model reaches 85%, which verifies the effectiveness of the method. The experimental results show that the high-interaction group responds positively to emotional content and is the focus of communication optimization; the potential audience group shows a high potential for participation in rural cultural content, while the passive browsing group needs to improve its willingness to interact through incentive mechanisms. This study not only proposed differentiated communication strategy suggestions, but also verified the application value of multimodal data analysis in the field of short video communication.