58.5%

1. Industry background:

In recent years, major Internet giants have entered the short video industry. The short video market is becoming more and more mature, and the content production is constantly improving. The production of high-quality content has become the primary goal of each platform. However, there are some problems in the content of short food videos, such as shoddy work.

with the development of information technology, the user base of short video is growing by spurt. In 2118, the market scale of short video industry reached < P > 46.71 billion yuan, with a growth rate of 744.7%, and it will reach 211 billion yuan in 2121. From the data, we can see that it grew rapidly from 2117 to 2118. After 2119, the dividend period gradually subsided, and the industry competition was fierce. The short video industry with high-quality content became the core competitiveness

gradually matured, showing the characteristics of fragmentation of information dissemination and vertical segmentation. According to statistics, users' preference for food content accounts for 58.5%, and food short video content has become one of users' favorite short video content.

Second, the development advantages of Tik Tok's short food videos

1. Self-infectivity: There is an old saying in China that "food is the most important thing for the people", and China has always paid attention to food culture. Eating is not only to fill the stomach, but also a way of life. People in China have a natural love and pursuit for food. At present, short videos have become a way to show food. People gain cooking methods, food knowledge and spiritual comfort by watching short videos of food, so short videos of food have a natural appeal to the audience.

2. Large audience base: At the time of the rise of traditional media, food programs have already formed a very mature model. Teaching food programs include Diet Every Day, Going Home for Dinner, and Food Comes to Work by Southeast Satellite TV. Shop-exploring food programs include CCTV's One City, Sichuan Style, etc. The columns that mainly convey food culture include CCTV's Taste, Tao, China on the Tip of the Tongue, Food China, etc., and the cooking competition category includes CCTV's The King of Chefs strives for hegemony. Therefore, food videos have always had a huge audience base.

3. More audio-visual advantages: the audience can intuitively feel the temptation of food through audio-visual elements. Short food videos perfectly present the texture and color of food through the lens language, arousing people's yearning for a better life. For cookbook-style food courses, short videos are the best carrier, and audiences can receive information more quickly through short videos.

Third, there are problems in the short video of Tik Tok cuisine

1. The narrative style is single, and the content iteration is difficult

Take Poor Cuisine as an example, which has 2122.7W fans in Tik Tok and belongs to the short video of human-made cuisine teaching. Its person is a poor young man, and the conclusion of the short video is "Poverty is only temporary, remember to eat on time." This sentence inspired countless fans. The short video narrates linearly according to the development order of things, which can be divided into four parts. The first part is the introduction, and the introduction part reflects the characteristics of poverty. The second part is the cooking process. This part of the shot is basically a close-up shot, which allows the audience to watch the color and texture of the ingredients in the process of stir-frying at close range, which makes people salivate. The third part, out of the pot to taste. The fourth part is the conclusion. "Poor Cuisine" always uses a single linear narrative method, which leads to the difficulty in iterating the account content and the aesthetic fatigue of the audience. In March, 2121, Tik Tok's food list dropped from the original 6th place to 24th place.

2. Lack of aesthetic taste leads to loss of aesthetic value.

Take "Battle of Xiang *" as an example. It has 1211.6W fans in Tik Tok and has released 411 videos, which belongs to the food evaluation account. For example, one of the videos uses a popcorn machine to make crayfish, and the whole process is very dangerous. Or use all kinds of drinks as ingredients to make fried drinks. Its content is more like a simple game without wisdom, and excessive pursuit of visual wonders leads to the loss of

meaning and aesthetic value.

3. The original video content is vulgar and the cultural connotation is insufficient.

Take "Lang Xian" as an example. It has 35.815 million fans in Tik Tok, ranking first in Tik Tok's food category. At present, 346 works have been published, belonging to the Tik Tok account of eating and broadcasting. For fans who eat and broadcast, "eating and broadcasting is decompression, and broadcasting is companionship". According to the data analysis of Tik Tok, most fans of Longweixian are young people. After a tiring day's work, they will inevitably feel lonely when they return to the rental house. Watching and eating and broadcasting is like a placebo, which stimulates people's taste buds through visual transmission. However, eating and broadcasting videos captures the audience's attention through visual wonders and conveys unhealthy life concepts. This short video with vulgar content only captures the curiosity of the audience and has no positive and healthy cultural character.

Fourth, the content optimization strategy of short food videos in Tik Tok

1. Strengthen narrative richness

Short food videos are mainly linear narrative methods, including narrative methods such as flat narration, flashback and interpolation. Non-linear narrative methods are rarely used in short food videos, including breaking, ellipsis, flashback, flashback and so on. If short food videos use a single narrative method for a long time, it will cause aesthetic fatigue of the audience, and it is not conducive to the continuous content output of the account.

2. enhance the audio-visual language and enhance the aesthetic value

in the early days, the content of short food videos was mostly nonsense, and the shooting did not pay attention to composition, color, light and shade, which led to poor quality of short food videos, which was not conducive to the development of short food videos. Therefore, when making short food videos, we must think more, be less impetuous, and hold an ingenuity to enhance the aesthetics of short food videos.

3. Deeply cultivate food culture and enhance cultural value

China has a long history and culture. As a creator of short food videos, we should deeply cultivate food culture and explore the connotation of food. Li Ziqi's short food videos can be popular for a long time, and they are loved by people at home and abroad on all platforms, not only because of the exquisite pictures, but also because of the strength, wisdom and diligence of China women who face the hard life. At the same time, Li Ziqi's short food videos have transmitted excellent China traditional culture to the world. China's traditional culture (including food culture) is the foundation of China people's similarity, so it will certainly arouse strong audience's admiration. As a content producer, we must deepen the connotation of food culture and enhance the communication value of short food videos.

Fourth, the optimization method of short video content of Tik Tok cuisine

1. Optimize the narrative mode to enrich the video content:

Compact plot, simplify the complexity: Xiao Bian thinks that it can shorten the beginning, development and ending, and amplify the climax. The advantage of this is to attract the audience quickly, and to present contradictions in a short space, so that contradictions will erupt in a concentrated way. See the big from the small, seek the deep from the short, and give people the enjoyment of beauty.

2. optimize audio-visual elements to enhance aesthetic value

framing and scenery in the picture are the most basic elements. The framing should follow the principle of multi-angle and multi-viewpoint, and can adopt the methods of motion framing, portrait framing, group framing, still life framing, empty lens framing and irregular framing. Scenery is the expression of space, and different sceneries have special expressive force, so corresponding sceneries should be adopted for different expressive contents.

3. Deepen the connotation of food and enhance the value of food

There are eight major cuisines in China, each with a historical evolution and rich cultural connotations, but there is no short video about traditional food culture in the short video of Tik Tok cuisine. If the content creators can systematically shoot and produce various cuisines and present interesting stories in short videos, the spread of short videos will be more meaningful and valuable

In summary, Xiao Bian thinks it is necessary to tap the humanistic value of video content, enhance the connotation of short videos and realize the real spread value. Food is closely related to people's lives. We should dig deep into the stories of food and people, strengthen the humanistic connotation of food, and enhance the aesthetic value and communication value of food videos. For more details, please pay attention to WeChat official account of Silk Road Zan College.