I. Industry background:

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

With the development of information technology, the user base of short video has been growing in an eruptive manner.In 2018, the market size of the short video industry reached

46.71 billion yuan, with a growth rate of 744.7%, and in 2021, it will reach a market size of two hundred billion yuan. From the data, it can be seen that there was rapid growth from 2017 to 2018, and after 2019, the dividend period gradually receded, the industry competition was fierce, and high-quality content became the core competitiveness

The short video industry is gradually maturing, showing the characteristics of fragmentation of information dissemination and segmentation of vertical fields. 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 Jitterbug food short videos

1. Self-infectious: there is an old Chinese saying that "food is heaven", and China has always paid attention to food culture, eating is not only to fill up the stomach, but also to embody a way of life. Chinese people have a natural love for food and the pursuit of food, nowadays, short video has become a way to show food, people watch short food videos to get cooking methods, food knowledge, comfort, so short food videos have a natural infectious force on the audience.

2. Large audience base: At the time of the rise of traditional media, food programs have formed a very mature model. Teaching food programs include CCTV's "Daily Diet", "Eat at Home", and Southeast Satellite TV's "Food to Run"; shop-hunting food programs include CCTV's "A Taste of the City" and "Taste of Sichuan"; columns focusing on the transmission of dietary culture include CCTV's "Taste of the Road", "Tongue on the Tip of the Chinese Tongue" and "Gourmet China"; and cooking competitions include CCTV's "King of Kitchen", "Taste of the Taste of the Competition", and "Welcome to the Spring Family Joyful Cooking Competition". Great Competition" and so on. So food videos have always had a huge audience base.

3. More audio-visual advantage: the audience can visualize the temptation of food through audio-visual elements. Food short video through the lens language, the texture of food, color perfect presentation, to arouse people's desire for a better life, for the recipe-style food tutorials, short video is the best carrier, through the short video audience can receive information more quickly.

Three, the problems of Jieyin food short videos

1. Single narrative, iterative content difficulties

Taking Poverty Cooking as an example, it has 2022.7W fans in Jieyin, and belongs to the persona type of food teaching short videos. Its persona is a poor young man, and the closing line of the short video is "Poverty is only temporary, remember to eat on time." This sentence has inspired countless fans. The video has a linear narrative in the order of events, which can be divided into four parts. The first part is the introduction, which characterizes the poverty of the persona. The second part is the process of dish production, this part of the camera is basically a close-up shot, allowing the audience to watch the color and texture of the ingredients in the stir-fry process up close and mouth-watering. The third part, out of the pot tasting. Part IV, Conclusion. Poverty Cuisine consistently uses a single linear narrative, which leads to difficulties in iterating account content and audience aesthetic fatigue. In the March 2020 Shake Shack food category rankings, it dropped from the original 6th place to 24th place.

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

Taking "Xiang*Battle" as an example, it has 1201.6W fans in Jieyin, and has released 401 videos, which belong to the food evaluation category. For example, one of the videos uses a popcorn machine to make crayfish, and the whole process is very dangerous. Or using various drinks as ingredients to make fried drinks. The content is more like a simple game without intelligence, and the excessive pursuit of visual spectacle leads to

lack of meaning and thus lack of aesthetic value.

3. Original video content is vulgarized and lacks cultural connotation.

Taking "Wave*Fairy" as an example, it has 35.805 million fans and ranks first in the food category of Jitterbug. At present, 346 works have been released, belonging to the category of eating podcast Shake voice account. For the fans of eating broadcast "eating is decompression, broadcasting is companionship", according to Shake Yin data analysis, most of the fans of the wave stomach fairy for young people, after a day of exhausting work, back to the rental house, it is inevitable that the psychology of loneliness, and watch eating broadcast is like a placebo, through the transmission of the visual stimulate the taste buds of the people. However, eating podcast videos capture the attention of the audience through visual spectacle and deliver unhealthy life concepts. This kind of short video with vulgar content just captures the audience's curiosity and has no positive, healthy and upward cultural character.

Four, jittering food short video content optimization strategy

1. Strengthen the narrative to enrich the content

Gourmet short videos are mainly linear narrative, including flashbacks, flashbacks, interludes, and other narrative modes. Non-linear narrative mode is less used in food short videos, including breaks, omission, flashback, flash forward and other narrative modes. If a single narrative mode is used for a long time, it will cause aesthetic fatigue of the audience, and at the same time, it is not conducive to the continuous content output of the account.

2. Enhance audio-visual language and aesthetic value

In the early stage of the food short video industry, the content is mostly nonsensical, and the filming does not pay attention to the composition, color, light and dark and other elements, resulting in the poor quality of the content of the short video, which is not conducive to the development of the short video of the food category. Therefore, when making food short videos, it is important to think more, less impatient, and hold a craftsman's heart, in order to improve the aesthetics of food short videos.

3. Plowing into the food culture to enhance the cultural value

China has a long history and culture, and as a food video creator, you should plumb into the food culture and tap into the connotation of the food Li Ziqi's short videos can be hot for a long time and be loved by people at home and abroad, not only because of the exquisite images, but also because of the strength, wisdom and diligence of the Chinese women who face the hardships of life. In addition to the exquisite images, it is also because Li Ziqi embodies Chinese women's strength, wisdom and hard work in facing the hardships of life. Chinese traditional culture (including food culture) is the root of the Chinese people's ****, so it must be able to trigger strong ****ming from the audience. As a content producer, we must deeply cultivate the connotation of food culture and enhance the communication value of short food videos.

Four, jittering food short video content optimization methods

1. Optimize the narrative to enrich the video content:

Compact plot De-complicated to simplify: I believe that you can shorten the beginning, the development, the end, and amplify the climax. The advantage of doing so is to quickly attract the audience and focus on presenting the conflicts in a very short space, so that the conflicts can be concentrated and exploded. With a small, short and deep, giving people the enjoyment of beauty.

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

Framing and scenery are the most basic elements in the picture. Framing should follow the principle of multiple angles and viewpoints, and can be used in the form of motion framing, portrait framing, group framing, still life framing, empty lens framing, and irregular framing. Scene is the expression of space, different scenes have special expressive power, so for different contents of expression, should use the corresponding scene.

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

There are eight major cuisines in China, and each of them has a history and contains rich cultural connotations, but you can't see short videos about the traditional culture of food in Shake Shack's short videos on food. If content creators can systematically film and produce each cuisine and present interesting stories in short videos, then the spread of short videos will be more meaningful and valuable

In summary, I believe that we need to tap into the humanistic value of the video content, enhance the connotation of short videos, and realize the real value of communication. Food is closely related to people's lives, we should dig deep into the story of food and people, to strengthen the humanistic connotation of food, to enhance the aesthetic value and communication value of food video. For more content, please pay attention to the public number of Siluzan Academy.