Author(s)

Baojin Liu

Corresponding Author

Baojin Liu

ABSTRACT

Compared with live video, short video is more spread, which is convenient for content distribution and consumption in the whole network. Video advertisements based on short video platform have the characteristics of high precision push, entertainment, strong socialization, simple production, flexible advertising ideas and convenient scenes. It is easier for users to accept, and the browsing mode of Tik Tok platform can make users immerse themselves in it and deliver advertising information to them more effectively in the form of short videos. This paper briefly expounds the characteristics of short video advertising, and then, taking Tik Tok short video commerce as an example, analyzes the communication strategy of short video advertising, and according to the learned theory, studies the problems existing in the communication process of Tik Tok short video advertising and makes targeted countermeasures. The purpose of this paper is to study the communication logic of Tik Tok short video advertisement commerce, hoping to explore a benign business model.

KEYWORDS

Short video, Advertisement, Communication strategy, Tik tok