Study of Declining Viewership of Public Service Videos on Social Media

Abstract

As an important tool to spread the concept of social welfare and promote public participation, public welfare videos have gained wide attention with the rapid development of social media. In recent years, the number of public welfare videos has declined sharply. It mainly includes content quality, communication strategy, audience participation degree and platform characteristics, etc. This paper will study various factors that affect the decline of click rate of social media public welfare videos. Content quality is the most important factor affecting video viewers. Quality content is more likely to attract users and resonate with users. Participation significantly influences opinion; The active participation of users not only increases the interactivity of video, but also expands its spread in social networks. Finally, the frequency of public welfare videos may also be subtly affected by the algorithms and characteristics of social media platforms. This achievement aims to provide effective communication strategies for public welfare organizations and video creators in order to improve the influence and audience rating of public welfare videos and support the further development of social public welfare undertakings.