Research On Advertising Value Of Short Video Social Platform

In recent years,with the rapid development of the Internet,the form of information production and the way of transmission have changed a lot,and people's acceptance of information has become more diversified.The mobile short-form video application born in the Internet era emerged as a new type of media,adapting to people's granulated reading habits,enabling individual users to be activated,and even as the main body of information to participate in the production and dissemination of content.In 2016,the first year of the short-form video industry,social capital entered a lot,and many applications like WeSee,MeiPai,Xigua and other short-form video have sprung up,which quickly attracts the attention of advertisers.This paper uses the case analysis method and the semi-structured interview method.The paper is based on the study of the advertising value of the predecessors,combined with the advertising strategy of the advertisers on the short-form video platform in practice.Taking the vibrato APP as an example,this paper is focus on the ad value for the short-form video social platform.The structure of value is analyzed in detail,and it is divided into three aspects: content value,media value and audience value,which is deeply interpreted.Firstly,from the current situation of short-form video application,analyze the rise of its advertising value;further,explore its user value from the aspects of user portrait,user base,user portrait,user purchase behavior,etc.;analyze its social attributes,media attributes,etc.Media value;then discuss its content value from the content production subject,the content push under the algorithmic logic mechanism.Finally,combined with the problems and adverse effects in the development of short-form video platform,it is proposed that the development of short-form video platform should adhere to the unification of instrumental value and social value.It is one of the reliable reference for the advertisers.