Abstract
From WeChat, QQ to Weibo, Tik Tok this series of online social networking applications, especially with the increasingly maturity of online shopping in recent years, short video and mobile intelligence have been developing rapidly, which have strongly influenced many people's living habits and shopping habits. Their development not only promotes the social and economic development, but also produces a new form of visual communication. This paper discusses the characteristics of short video, analyzes the shift of public visual consumption behind the popularity of short video, and hopes to further build a healthy development path of short video.