Research About The Use Of Music For Short Video Ads,from The Perspective Of Marketing Communication

After completing the initial traffic accumulation early,the short video industry accelerates its pace to realize commercialization.As the leader in short video industry,Douyin become the most popular marketing platform?In-feeds ad is the most common ad form of Douyin,but Douyin has given its users the right to choose content?So users have higher requirements for the content quality of Douyin in-feeds ad,In other words,the content of the ad must be more attractive.According to?The Rule of Attraction of Douyin Short Video?,"music" is the first rule to enhance the appeal of short videos.But in the practice of marketing,the marketers are not fully aware of the value of music.It has been a new trend in exploring the value of music in the age of short-video marketing?From the perspective of marketing-communication,this article has made an in-depth and systematic research to explore the use of music in Douyin's marketing activities?By designing a set of comparative experiments,which is combined with Philip Kotler's "5A User Path",clarified the positive role of music applications in the promotion of Douyin's marketing.After that,this study adopted case analysis and in-depth interview methods to summarizes the music marketing form and music application rules in Douyin's marketing.The study found that Douyin combine with its own music advantages,has developed a variety of music marketing forms?Some rules of using music use(Eg :using popular music,matching music with video,embeding a tag voice)are also effective in the marketing-communication process of Douyin?These research results not only provide a reference for the development of music-marketing in Douyin,but also provide a reference for the commercial development of the music industry?...