Abstract: 【Purpose/significance】Exploring the influence of short video information dissemination in the new media age will help new media organizations improve their own communication patterns based on audience characteristics, and provide more timely, rich and accurate information service for social governance of relevant organizations or departments.【Method/process】This article takes the of⁃ficial account of classic new media organization as a research case, crawls user information data such as the number of likes, com⁃ments, views, and barrage corresponding to short video news. Set weights from three aspects: on-demand index, interactive index, and utilization index to construct a short video dissemination influence index (VDI). Integrate multiple dimensions such as length of time,video quantity, video content and production form to measure the information dissemination influence of short video news, and analyze
the influencing factors of its dissemination effect.【Result/conclusion】The research results show that the length of video has a signifi⁃cant impact on the transmission effect of short videos; Audience characteristics and production level are important factors affecting the transmission effect of short videos; Barrage can effectively promote the immediate influence in the process of short video transmission.【Innovation/limitation】he relevant conclusions obtained in the study can provide scientific basis for relevant new media departments to understand social situation and public opinion by using short videos, and provide scientific basis for correctly guiding network pub⁃lic opinion. Future related research will collect more extensive data for deeper viewpoint mining.