What kind of short videos do users like? A vignette experimental study

With the development of mobile Internet and smart phones, short videos and their platforms are experiencing explosive growth worldwide. This study explores the communication effects of different types of short videos published by university libraries on Bilibili(A large short video platform in China) to improve the promotional strategies for these videos and the quality of library services they represent. Vignette experiment was employed to collect user evaluation data on library short videos. Finding reveals notable differences in user satisfaction across different categories of library short videos. Users preferred service notification videos, followed by those focused on information literacy education, image promotion, and resource recommendation. In contrast, event promotion short videos received slightly lower evaluations. Based on these findings, three key recommendations for improving the marketing of library short videos were proposed: First, short videos with good communication effects and high user satisfaction should be promoted. Second, different types of short videos should be promoted to different user groups. Third, the differences and diversity of short video themes should be balanced.