I. 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.

With the development of information technology, the user base of short video is growing by spurt. In 20 18 years, the market scale of short video industry reached.

467 1 100 million yuan, the growth rate is 744.7%, and the market scale will reach 200 billion in 20021year. As can be seen from the data, after 20 17-20 18, 20 19, the dividend period gradually subsided, the industry competition was fierce, and high-quality content became the core competitiveness.

The short video industry has gradually matured, showing the characteristics of fragmentation of information dissemination and vertical domain 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 food short video

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

2. Large audience: At the time of the rise of traditional media, food programs have formed a very mature model. Teaching food programs include eating every day, going home for dinner, and food coming to work. Exploring food programs include CCTV's "One City, One Family" and "Sichuan Style". The columns that mainly convey food culture include Taste, Pottery, China on the Tip of the Tongue, Gourmet China and so on. The category of cooking competition includes CCTV's "The King of Chefs". Therefore, food videos have always had a huge audience.

3. More audio-visual advantages: the audience can intuitively feel the temptation of food through audio-visual elements. The short food video perfectly presents the texture and color of food through the lens language, arousing people's yearning for a better life. For menu-based food courses, short video is the best carrier, and the audience can receive information faster through short video.

Third, the problems of Tik Tok food short video.

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

Take "Cooking for the Poor" as an example. It has 2022.7W fans in Tik Tok, which belongs to a short video of humanized food teaching. He is a poor young man, and the conclusion of the short video is that "poverty is only temporary, remember to eat on time." This sentence inspired countless fans. The short video is described linearly according to the development order of things and is divided into four parts. The first part is the introduction, which reflects the characteristics of poverty. The second part is the cooking process. This part of the lens is basically close-up, allowing the audience to watch the color and texture of the ingredients in the cooking process at close range, which makes people salivate. The third part, out of the pot to taste. The fourth part is the conclusion. Cooking for the Poor always adopts a single linear narrative method, which leads to the difficulty of iterative narrative content and aesthetic fatigue of the audience. In March 2020, Tik Tok's food ranking dropped from the original 6th to 24th.

2. The lack of aesthetic taste leads to the loss of aesthetic value.

Take "Battle of Xiang *" as an example. There are 120 1.6W fans in Tik Tok. At present, 40 1 video has been released, which belongs to the food evaluation account. For example, one video uses a popcorn machine to make crayfish, and the whole process is very dangerous. Or use various drinks as ingredients to make fried drinks. Its content is more like a simple game without wisdom, which is caused by excessive pursuit of visual wonders.

The lack of meaning leads to the lack of aesthetic value.

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

Take "Langxian" as an example, it has 35.805 million fans in Tik Tok, ranking first in the Tik Tok food category. At present, 346 works have been published, belonging to the Tik Tok account of Eat and Broadcast. For fans who eat and broadcast, "eating and broadcasting is decompression, and broadcasting is companionship." According to Tik Tok's data analysis, most fans of Longweixian are young people. After a hard day's work, they will inevitably feel lonely when they return to the rental house. Watching, eating and broadcasting is like a placebo, which stimulates people's taste buds through visual transmission. However, eating and playing videos capture the audience's attention through visual wonders and convey unhealthy life concepts. This short video with vulgar content only captures the curiosity of the audience and has no positive and healthy cultural character.

Fourthly, Tik Tok food short video content optimization strategy.

1. Strengthen narrative and enrich content.

Short food videos are mainly linear narrative, including flat narrative, flashback, and interpolation. Nonlinear narrative methods are rarely used in short food videos, including sentence breaking, ellipsis, flashback, flashback and so on. If the short food video uses a single narrative method for a long time, it will cause the audience's aesthetic fatigue and is not conducive to the continuous content output of the account.

2. Improve the audio-visual language and 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 and 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 the creator of short food videos, we should dig deep into the food culture and the connotation of food. Li's short food video can be popular for a long time and is loved by people at home and abroad on various platforms, not only because of the exquisite pictures, but also because of the strength, wisdom and efforts of China women reflected by Li's hard life. At the same time, Li's short food video also conveyed China's excellent traditional culture to the world. China's traditional culture (including food culture) is the common foundation of China people, so it will definitely resonate strongly with the audience. As content producers, we must deepen the connotation of food culture and enhance the communication value of short food videos.

Fourthly, Tik Tok food short video content optimization method.

1. Optimize narrative methods and enrich video content:

The plot is compact and simple: Bian Xiao thinks that the beginning, development and ending can be shortened and the climax can be enlarged. The advantage of doing this is to attract the audience quickly, present contradictions in a short space, and let contradictions break out in a concentrated way. See the big with the small, seek the deep with the small, and give people the enjoyment of beauty.

2. Optimize audio-visual elements to enhance aesthetic value.

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

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

There are eight major cuisines in China, each with its historical evolution and rich cultural connotation. However, in the short video of Tik Tok food, there is no short video about traditional food culture. If the content creators can systematically shoot and produce all kinds of delicious food and present interesting stories in the form of short videos, the spread of short videos will be more meaningful and valuable.

To sum up, Bian Xiao believes that it is necessary to tap the humanistic value of video content, enhance the connotation of short videos, and realize real communication value. Food is closely related to people's lives. It is necessary to 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 the official WeChat account of Silk Road Zan College.