Short video is a significant innovation in media communication. The arrival of the short video era has brought opportunities and challenges to the development of government media. Government media continue to need help generating content and improving user participation based on short video platforms. This study aims to design and validate a content strategy framework for Chinese government media to enhance engagement. This study adopts the mixed research method of explanatory sequential design and selects the techniques and strategies of content analysis and interview. Through content analysis of 1,000 posts from five government media accounts and interviews with 29 respondents, a content strategy based on the Douyin platform is proposed from the two dimensions of news value elements and content format. The results show that news-value elements positively affect audience participation, but the application of news-value elements by governmental media is insufficient. Governmental media.....

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