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Short video is the new trend in future, says an experienced director

出自香港新聞網 - 樹仁新傳系學生實習習作

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Reported by Wong Yan Ting, published on 30th April 2019

Video messages should be delivered within ten seconds because the audience spent five to eight seconds to determine whether the videos were attractive, says an experienced director.

“The videos on TikTok were short and brief because audience only use eight seconds to choose whether they continue to watch the video,” said Patton Chen Lin-tong, the Tik Tok planning director.

“The key for success is to catch the eyes of the audience in the first second,” Chen said.

TikTok, owned by the Chinese tech giant ByteDance, is the international version of China’s short video sharing app, Douyin, which recently surpassed 1 billion installs globally on the iOS App Store and Google Play, becoming a hit in the US, Europe, India, and Southeast Asia.

Speaking at an assembly at Shue Yan University, Chen said there were three components which made TikTok succeed, including vertical design of the video, fast-paced videos and targeting users with artificial intelligence.

“As around half of smartphone users preferred using their phones in portrait so we allowed users to take videos in portrait,” Chen said.

Chen added that the videos on TikTok were tailor-made to suit different audiences’ preferences, as the artificial intelligence would recommend videos to them based on their identity and characteristics.

Chen also said one thing made TikTok stand out from other media as they provide a variety of dance and music, which stimulate the creativity of different users. “Music and dance are international languages,” he added.

Besides, he said it was necessary to encourage the audience to participate in producing videos.

“An audience is not just an audience,” Chen said. “They can also be a creator to contribute ideas to take videos.”

--165136 2019年5月1日 (三) 22:45 (CST)

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