社群使用者對短影音內容設計之初探

A Study on Social Media Users' Preferences for Elements of Short Video

短影音正迅速崛起，許多社群平台相繼推出短影音功能，預計此趨勢將延續五至十年。然而，作品激增導致使用者注意力分散，影響自媒體創作者與品牌廣告商的表現。因此瞭解受眾偏好成為關鍵。本研究探討社群使用者對短影音元素的偏好，針對150名社群使用者進行問卷調查，Z世代87人、α世代63人，分析世代間的差異。研究結果顯示，Z世代偏好資訊性、知識性的主題，以素人創作者為主角，規矩整齊、印刷風格的字體設計；α世代認為瀏覽短影音屬於娛樂自我的方式，偏好附有逐字稿或重點字卡的短影音，並喜愛活潑的特殊字體與色調一致的設計。過去的研究多集中於單一族群，本研究填補了不同世代間偏好差異的空白，期望為自媒體創作者與廣告商提供具體設計建議，提升短影音的吸引力與廣告效益。

Short videos are rapidly emerging as a dominant trend, with many social media platforms introducing short video features. This trend is expected to continue for the next five to ten years. However, the proliferation of content has led to fragmented user attention, affecting the performance of independent content creators and brand advertisers. Understanding audience preferences has thus become a critical task. This study explores social media users' preferences for short video elements through a survey of 150 participants, including 87 from Generation Z and 63 from Generationα, analyzing differences between the two groups. The findings reveal that Generation Z prefers informational and knowledge-based themes, short videos featuring amateur creators, and typography with an orderly and print-like style. On the other hand, Generationαviews short videos as a form of entertainment and self-relaxation, favoring videos with verbatim subtitles or key text overlays, along with vibrant, creative fonts and consistent color schemes. While previous research has primarily focused on single demographic groups, this study addresses the research gap by investigating intergenerational differences in short video preferences. The results aim to provide actionable design recommendations for independent content creators and brand advertisers, enhancing the appeal and advertising effectiveness of short videos.