Abstract: IAgainst the backdrop of media convergence, the application of short videos in university publicity is plagued by insufficient institutional attention, homogenized content, conventional content production modes and a shortage of professional practitioners. To advance the application of short videos in university publicity, colleges and universities should leverage the strengths of short videos to conduct all-round publicity, develop high-quality short video productions, optimize contribution collection mechanisms, strengthen the cultivation of professional talent teams, and accelerate the integrated development of diverse media.