短影音的受歡迎程度衡量指標與內容策略研究

隨著網路和智慧型手機的普及，短影音產業迅速崛起。這種新型態的影音內容因符合現今大眾的觀看偏好，而受到社群媒體使用者的歡迎。本研究旨在探討 Instagram 平台上以分享生活為主題的短影音創作者，如何評估自身作品的受歡迎程度以及所採取的內容策略，目的是為初期欲踏入短影音創作的創作者提供策略指引，協助他們在競爭激烈的社群媒體中脫穎而出。本研究採用質性研究方法，結合觀察法及深度訪談，以半結構式訪談五位在 Instagram 平台上獲得一定關注程度的生活類型短影音創作者，探討其藉由哪些指標來衡量自身短影音作品的受歡迎程度，以及相對應的內容策略。研究發現，在衡量 Instagram 上短影音的受歡迎程度時，創作者特別重視觀看次數、觸及的非粉絲比例及分享次數。另外，也會因演算法推薦機制而留意其他指標，如平均觀看時間及儲存次數等。內容策略方面，受歡迎的短影音通常會融入特殊點、共鳴點與學習點三大核心元素，以提升影片吸引力。在當今人們注意力分散，難以長時間專注的環境中，創作者特別強調短影音內容要清晰易懂、節奏緊湊，以吸引並維持觀眾的注意力。以整體角度而言，創作者也會透過塑造獨特鮮明的品牌定位、保持內容一致性等方式，提升整體短影音帳號的吸引力。

關鍵字

短影音；社群媒體； Instagram ；內容策略；受歡迎程度；衡量指標；社群媒體影響者

並列摘要

In recent years, short-form videos have become remarkably popular, a trend driven by the widespread use of smartphones and the increasing prevalence of social media. This study investigates the strategies employed by lifestyle-focused short-form video creators on Instagram to determine how they assess the popularity of their content and adapt their content strategies accordingly. The aim is to provide a framework for emerging creators looking to navigate the competitive arena of social media. The methodology of this study is rooted in qualitative research, including observational techniques and in-depth interviews. Interviews with five notable Instagram content creators were conducted to gain insight into the specific metrics they monitor to assess their work's popularity, as well as the corresponding content strategies developed in response to these metrics. The study's results indicate that creators place significant value on metrics such as view counts, the proportion of non-follower engagement, and share count. Algorithm-driven metrics, such as average watch time and save count, are also taken into consideration. Content-wise, successful videos often feature a blend of uniqueness, resonance, and educational value to capture and maintain viewer interest. In an age of fragmented attention spans, creators particularly emphasize that short-form video content should be clear and easy to understand, with a compact rhythm, in order to attract and maintain the audience's attention. Additionally, creators emphasize the establishment of a unique and recognizable brand identity, along with consistent content, to enhance the overall appeal of their social media presence.

並列關鍵字

short-form video ； social media ； Instagram ； content strategy ； popularity ； performance metrics ； social media influencer

參考文獻

Berger, J., & Milkman, K. L. (2012). What makes online content viral? Journal of Marketing Research, 49(2), 192-205. https://doi.org/10.1509/jmr.10.0353

Haridakis, P., & Hanson, G. (2009). Social interaction and co-viewing with YouTube: Blending mass communication reception and social connection. Journal of Broadcasting & Electronic Media, 53(2), 317-335. https://doi.org/10.1080/08838150902908270

中文參考文獻