中国药业2025，Vol.34Issue(8)：37-41,5.DOI:10.3969/j.issn.1006-4931.2025.08.009
微信视频号用药科普短视频传播策略探索
Exploration of the Dissemination Strategy of Short Videos on Medication Science Popularization on WeChat Video Accounts
摘要
Abstract
Objective To provide a reference for further optimizing the production of medication science popularization short videos.Methods Retrieved and screened short vedio on medication science popularization from WeChat video accounts published from January to April 2023 through the ″Xinshi″ video account data analysis platform,extract short video titles,corresponding video account names,the number of thumbs-up,and duration,spliting the video titles and use these as keywords to draw a word frequency cloud map,judging the popularity of short videos based on the number of thumbs-up,evaluating the quality of short video content with the DISCERN Scale,analyzing the influencing factors of the dissemination of science popularization short videos,with creator type,DISCERN rating level,short video type,short video duration,and title type as independent variables and thumbs-up as dependent variables,and propose optimization suggestions for short video production.Results A total of 100 short videos were included,and the keywords ″popular science of drug use(22 items)″ ″H1N1(13 items)″ ″oseltamivir(11 items)″ and″minors(10 items)″ appeared frequently.There were significant differences in the number of thumbs-up for different types of creators and videos of different lengths(P<0.05).The aforementioned independent variables are mainly official accounts(29 items),general level(45 items),real-life lectures on knowledge points(80 items),duration of 61-120 seconds(38 items),and direct statement titles(55 items),while the official accounts,very poor,image and text dubbing,duration≤60 seconds,and contrasting titles had the highest numbers of thumbs-up.The overall average score of the DISCERN scale for short videos was 45.31 points,and the overall content quality is average.Conclusion Short video creation should combine current events and hot topics,enrich the form of content display,shape unique personal images,adhere to outputting high-quality drug science popularization content,enhance the competitiveness of short video accounts,and thereby improve the overall quality of drug science popularization short video creation.关键词
用药科普/短视频/传播力/内容质量Key words
medication science popularization/short video/dissemination power/content quality分类
医药卫生引用本文复制引用
周玉华,李煜梁,段咏珍,施婷婷,喻珊珊..微信视频号用药科普短视频传播策略探索[J].中国药业,2025,34(8):37-41,5.基金项目
PSM广东药学科普研究基金[2022KP61]. （）
