A Study on the Promotion and Health Concept of Short Videos on Exercise and Fitness among College Students on Douyin App

Abstract

The development and popularity of short video applications, represented by Douyin, have collided with the public health issues that have received unprecedented attention in the post-epidemic era after the outbreak of COVID-19, providing a favorable environment for the development of short videos on sports and fitness. This study uses quantitative and qualitative research methods to investigate the users behaviours, college students sense of experience watching short videos on exercise and fitness and the influence of their health concepts. Also, we analyze specific cases to summarize the content creation patterns of such videos targeting college students and the transmission patterns of health concepts in these videos. The study aims to provide a theoretical reference for better serving university students with these videos on the Douyin platform. The study found that the videos on the Douyin platform are viewed by university students with distinctive group characteristics and that the content creation of these videos targeting university students is tailored to the actual needs of university students, forming an interactive mechanism between the bloggers who publish videos and the audience, using the role of companionship and role models as a medium for the transmission of health concepts in these videos.