Abstract: 【Purpose/significance】Analyze the influencing factors of the "information cocoons" from the perspective of user behavior
in the new media social platform, and explore the strategies to break through the "information cocoons" in specific content areas and
enhance information dissemination.【Method/process】By analyzing the impact of user behaviors in new media social platforms on the phenomenon of "information cocoons", with the help of Tiktok as an empirical platform, intangible cultural heritage short videos as ap? plication scenarios, and using correlation analysis and regression analysis, the influencing factors of the "information cocoons" phe? nomenon were verified, and the multiple influencing factors of the "information cocoons" phenomenon in new media social platforms were discovered by quantitative methods. On this basis, the strategy of breaking through the cocoons to improve the dissemination of in? tangible cultural heritage short videos was proposed.【Result/conclusion】Selective contact behavior, information encounters, and sub? jective norms directly and positively affect the perception of "information cocoons" and the willingness to break through "information cocoons"; frequency of use, single use time, and number of followers indirectly positively affect the perception of the "information co? coons" and the willingness to break through the "information cocoons".【Innovation/limitation】With Tiktok as an empirical platform, this paper integrates the dual characteristics of structural attributes of new media social platforms and resource content attributes, and explores the formation motivation of influencing factors and rules of information transmission for the information cocoon room phenome? non in specific content fields.