Research on the Application of Short Videos in University Publicity Work

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.