【摘要】 随着“中华古籍保护计划”的持续推进，短视频等新型网络媒介中关于古籍推介的内容不断增加。通过文献调研与网络调查国家图书馆、各省级图书馆的抖音短视频平台古籍推广状况，并结合10个专注古籍推广及5个涉古籍内容的自媒体账号进行补充分析，可梳理出相关短视频的内容类型、推广方式及传播效果。研究显示，图书馆抖音短视频账号已形成古籍推荐、活动宣传、知识科普等内容体系，国家图书馆、浙江图书馆、云南省图书馆、广东省立中山图书馆等分别以多元合作、直观清晰的视频风格、地域特色凸显、素材视角新颖等形成优势；自媒体在内容创意与传播上表现突出，但当前图书馆短视频古籍推广存在高热度作品少、馆际运营差异大、运营力不足等问题。将来图书馆的短视频古籍推广应以文化传承为核心，强化视频内容创新，确保视频创作内容的可持续化发展，积极促进交流合作，以更好地推动古籍活化。更多还原

【Abstract】 With the continuous advancement of the “Chinese Ancient Books Protection Plan”, there has been a significant increase in ancient book promotion content across new media platforms, particularly short videos. This paper examines ancient book promotion initiatives on library-affiliated short video platforms, offering valuable insights for effective ancient book promotion in the era of user-generated content. Through literature review and online surveys, the study categorizes ancient book promotion videos published by the National Library and provincial libraries on TikTok and 10 ancient-book-focused and 5 ancient-book-related self-media accounts, analyzing video types, promotion methods, and dissemination outcomes. The National Library of China, Zhejiang Library, Yunnan Provincial Library and Guangdong Sun Yat-sen Library have respective advantages in diverse cooperation, intuitive video styles, prominent regional features and novel material perspectives. While self-media excels in content creation and communication, library promotion faces issues like few high-popularity works, large inter-library operation gaps and insufficient operational capacity. In the future, libraries should prioritize cultural inheritance in short video promotion, strengthen content innovation for sustainability, and boost exchanges to better activate ancient books.更多还原