STUDY ON THE PERCEIVED POPULARITY OF TIKTOK

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STUDY ON THE PERCEIVED POPULARITY OF TIKTOK ( study-onperceived-popularity-tiktok )

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2.2.2 Content Variety With the rapid development of short video app and the creation of UGC (users generated content) model, more and more short video apps featured the original contents. Therefore, the high-quality and diversity of contents will be the driving force for the sustainable development of short video app. Moreover, how to improve content variety will be a problem for the short video industry (Wan, 2017). Meng (2016) summarized the main content type of majority of short video apps. He divided content types into three categories. The first category is the education, that means teach the users how to move up, cook and speak languages. The second category is the entertainment, for example, some funny and parody video which is used to please the users. The third category is the promotion, for example promoting cosmetics to audiences and call for them to buy, in other words, it is a kind of online commercial activity. These three types of video constitute the main content of the short video app. Aimed at the first category-education, Ling (2016) mentioned that education short video is meaningful to help users improve basic life skills. Following different studying demands of users, education short video covers many aspects of life. It adopted a relatively easy way to teach users and increase users’ capability in a short time. Education short video should be encouraged and promoted in short video apps. From the angle of entertainment short video, Zhi (2018) mentioned the advantages of the entertainment short video. When life speeds up, many people have to be under 16

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