The Chinese-language journals included in the Phase Ⅱ of the Excellence Action Plan for China’s Scientific, Technical and Medical (STM) Journals (EAP) are investigated by analyzing their video abstract presence on social media platforms, particularly WeChat video accounts. This paper evaluates the communication effectiveness of video abstracts using the WeChat Video Accounts Clout Index (WVCI) and quantifiable data, investigates how content features influence communication impact through regression analysis, and proposes optimization strategies for Chinese STM journals’ video abstracts. The results show that merely 18% of Chinese-language STM journals have published video abstracts on social media, with platform usage showing an upward trend from 2020 to 2024, WeChat video accounts being the most prevalent. Journals publishing on multiple platforms demonstrate minimal variation in release timing and content consistency. In 2024, only 5 accounts published more than 50 video abstracts, while 41% (9 accounts) published fewer than 10, indicating generally low production volumes. Regarding performance metrics, only 9.09% of journal video accounts achieved WVCI scores exceeding 500, with the highest value (540.26) approximately six times greater than the lowest (88.17). While video abstracts demonstrate communication advantages compared to non-video content, their presentation remains relatively basic. Communication effectiveness is primarily influenced by production mode, narration style, and video duration. Interview-format videos show superior communication impact, while author narration negatively affects engagement. Videos lasting 3~5 minutes demonstrate a better communication effect. Whether the video has background music or whether the video title is only the title of the paper has no significant impact on the communication effect. As a multimodal form of academic communication, video abstracts help improve the communication efficiency of academic achievements and enhance the influence of STM journals and their papers. Chinese-language STM journals should prioritize video abstract implementation, carefully selecting operational approaches, diversifying presentation formats, strengthening cross-platform promotion, tailoring content for different social media audiences, and leveraging emerging AI technologies for efficient video creation. This paper analyzes the current practices, dissemination effectiveness, and influencing factors of video abstracts in Chinese standalone journals selected for the "Excellence Phase Ⅱ" program. It identifies existing issues and proposes targeted strategies to enhance the impact of video abstracts, including:prioritizing video abstract quality,;selecting appropriate operational models, enriching video abstract formats, strengthening cross-platform romotional synergy, implementing platform-specific targeted promotion based on user demographics.These recommendations aim to provide insights for the application and promotion of video abstracts in Chinese scientific journals.