58.5% 1. Industry background: In recent years, major Internet giants have entered the short video industry.

The short video market is becoming increasingly mature, content production continues to improve, and the production of high-quality content has become the primary goal of each platform.

However, short food videos have problems such as shoddy content.

With the development of information technology, the user base of short videos has grown exponentially.

In 2018, the market size of the short video industry reached 46.71 billion yuan, with a growth rate of 744.7%. In 2021, it will reach a market size of 200 billion yuan.

It can be seen from the data that there was rapid growth from 2017 to 2018. After 2019, the bonus period gradually faded and the industry competition became fierce. High-quality content became the core competitiveness. The short video industry gradually matured, showing fragmentation of information dissemination and segmentation of vertical fields.

specialty.

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.

2. Advantages of the development of Douyin food short videos 1. Self-infectious appeal: There is an old saying in China that "food is the most important thing for the people". China has always paid attention to food culture. Eating is not only to fill the stomach, but also a way of life.

reflect.

Chinese people have a natural love and pursuit of food. Nowadays, short videos have become a way to display food. People gain cooking methods, food knowledge, and spiritual comfort by watching short food videos. Therefore, short food videos have a natural appeal to the audience.

2. Large audience base: When traditional media emerged, food programs had already formed a very mature model.

Instructional food programs include "Everyday Diet" and "Go Home to Eat", which were first launched by CCTV, Southeast TV's "Food Comes Around", etc., and store-based food programs include CCTV's "One City, One Taste" and "Sichuan Flavor" to convey

Columns focusing on food culture include CCTV's "Taste·Tao", "A Bite of China", "Gourmet China", etc., and cooking competition categories include CCTV's "King of Chefs", "Taste Competition" and "Spring Festival Family Fun Cooking Competition"

wait.

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.

Food short videos use lens language to perfectly present the texture and color of food, arousing people's yearning for a better life. For recipe-style food tutorials, short videos are the best carrier. Through short videos, audiences can more quickly

BB.

3. Problems with short food videos on Douyin 1. The narrative method is single and content iteration is difficult. Take "Poverty Cuisine" as an example. It has 2022.7W fans on Douyin and is a short food teaching video with human design.

The character is a poor young man, and the ending of the short video is "Poverty is only temporary, remember to eat on time." This sentence inspired countless fans.

The short video carries a linear narrative in the order of events, which can be divided into four parts. The first part is the introduction, which reflects the characteristics of the poor character.

The second part is the process of making dishes. The shots in this part are basically close-ups, allowing the audience to watch the color and texture of the ingredients at close range during the stir-frying process, which makes people salivate.

The third part, take it out of the pot and taste it.

Part four, conclusion.

"Poverty Cuisine" always uses a single linear narrative method, which makes it difficult to iterate the account content and makes the audience tired.

In the March 2020 Douyin food rankings, it dropped from the original 6th to 24th.

2. Lack of aesthetic taste, resulting in loss of aesthetic value.

Take "Xiang* Battle" as an example. It has 1201.6W fans on Douyin and currently publishes 401 videos. It is a food review account.

For example, one of the videos uses a popcorn machine to cook crayfish. 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 intelligence. The excessive pursuit of visual spectacle leads to the loss of meaning and thus the loss of aesthetic value.

3. The original video content is vulgar and lacks cultural connotation.

Take "Lang*xian" as an example. It has 35.805 million fans on Douyin and ranks first in the food category of Douyin.

Currently, 346 works have been published, which are Douyin accounts in the category of eating and broadcasting.

For fans of mukbang, "eating is to relieve stress, and streaming is to accompany you." According to Douyin data analysis, most of the fans of Langweixian are young people. After a tiring day at work, it is inevitable to feel uncomfortable when returning to a rental house.

There is a loneliness mentality, and watching mukbang is like a placebo, stimulating people's taste buds through visual transmission.

However, mukbang videos capture the audience’s attention through visual spectacle and convey unhealthy life concepts.

This kind of short video with vulgar content only captures the curiosity of the audience and does not have a positive, healthy and uplifting cultural character.

4. Content Optimization Strategy for Food Short Videos on Douyin 1. Strengthen Narration. Food short videos with rich content mainly use linear narrative methods, including flat narration, flashbacks, interludes and other narrative methods.

Non-linear narrative methods are rarely used in food short videos, including narrative methods such as breaks, omissions, flashbacks, and flashforwards.