Research On The Sports Short Video Marketing In The Social Media Era

In today's big information explosion,the organic integration of mobile Internet and video has become the continuous fermentation of information transmission,and the video industry has gradually developed to the direction of prosperity and innovation.As far as the mobile Internet age is concerned,the old traditional forms of long video have been phased out by the market,and short video has become a new favorite.As an indispensable element of contemporary social society,sports also gradually began to force in the short video field.Therefore,sports short video as a new mode of communication and marketing research will play a certain role in promoting the development of sports industry and sports culture.Starting from the new media environment of the new media era,this paper analyzes the marketing characteristics of sports short video by means of literature,case study,interview and experiential observation,and analyzes the process of selling short video by the brand owners according to the "4P theory".Through the analysis of various research materials and some problems,this paper studies that:(1)sports short video is a product of the mobile terminal,which is popular with the advent of the mobile Internet era,with the help of mobile terminals,such as tablet computers and mobile phones.(2)sports short video is a kind of entertainment culture of fast food,with less flow consumption,short time play,low production threshold and fast propagation speed.It is very consistent with modern people's viewing habits and sharing features.It is a new message terrace.(3)the main marketing platform of sports short video is divided into domestic and foreign countries.Foreign countries mainly represent the platform provided by Facebook,YouTube and Twitter.The domestic short video platform mainly forms five types: recommendation platform,vermicelli platform,vertical video platform,traditional online video flat and small video platform.The main marketing forms of sports short video include brand marketing and personal marketing.The main marketing contents include "product answer short film","product production process short","festival marketing short","sports brand culture display short".(4)the sports short video marketing cost mainly includes the production cost and the transmission cost two parts,compared with the TV advertising less,is an important means to carry out marketing activities.(5)in the actual marketing,video content quality of sports short videos is homogenized,regional restrictions on communication channels,and policy supervision are not in place.It can be seen that sports short video marketing has more outstanding advantages.It is not only more accurate,more participatory,more cost-effective,more effective transmission effect,and can obtain high returns through low investment.However,because it is still short of fashion,there are still many problems and shortcomings in marketing practice,and still need to be recognized and recognized.