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IEEE Transactions on Multimedia ， 2019， 1（3）：91-100The Research of Short Video App: The Case of Tik TokJanssen Richardson
Abstract
In recent years, the mobile short video app has been rapidly developed,especially in the first half of 2017, the music social short video softwarevibrating app has opened up another possibility for music social. This typeof application is mainly based on the users choice of music as abackground, through the short video to create creative editing and specialeffects, publishing and sharing to achieve music social functions. After thevibrating App went live in September 2016, it ranked 9th in the list of shortvideo apps in the first half of 2017, with an average daily video playbackof over 100 million and daily active users reaching millions of orders. Thisarticle will examine the reasons for the popularity of the Tik Tok App frommarketing promotion strategies and usage and satisfaction theory. Thiskind of creative music short video caters to the daily entertainment and lifeof people, but there is not much research in this field in the academic world.
The mobile short video industry is a new high ground for the layout andcompetition of major Internet giants. The research on mobile short videoAPP is keeping pace with the times. In the context of the serioushomogenization and fierce competition of the existing mobile short videoAPP, having a high user retention rate is the fundamental magic weaponfor winning.
IEEE Transactions on Multimedia ， 2019， 1（3）：91-100Keywords: short video, Tik Tok, music social, marketing1 Introduction
Short videos are different from traditional long videos. In a broadsense, they cover a wide range of topics, from a few seconds to a fewminutes. From the source of short video, it can be divided into twocategories: one is the official short-video video hotspot, entertainment,sports and other short video videos, which can be up to a few minutes. Theclass represents Sina video; the other is a short video base
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