Research on the Universities’ Image Construction and Management Based on Short VideosTaking TikTok as an Example

Short videos are profoundly affecting the public’s perception of the image of universities. How to utilize the short videos like TikTok to build and spread positive images has become an important issue for universities in the context of public management and social governance.Based on the data collected from the official TikTok accounts of 10 domestic universities, this paper conducts statistical analysis and research, and finds that there are generally problems with unclear dissemination goals, unfocused video content, and unclear positioning of image construction for universities’ TikTok accounts, which limits the effectiveness of constructing and managing university images on the main online platform. Therefore, universities should formulate dissemination strategies and content production based on the characteristics of TikTok’s user group. By fully utilizing the UGC+PUGC content production model provided by TikTok, universities can strengthen emotional bonds with TikTok users, achieve differentiated and refined communication of university images, and thus occupy the main platform for external university publicity.