Research On The Scene Communication Dilemma And Resolution Of Short Video Native Advertising

With the rapid development of Internet,big data,AI,VR and other high and new technologies,the media communication mode has also undergone drastic changes,and fragmented communication has become the mainstream.Among them,short video,as a representative of emerging media,has attracted more and more people’s attention.Short video native advertising also came into being and gradually became active in people’s daily communication activities.As the head application platform for short video transmission,Tiktok has obtained high commercial returns with the help of short video native ads.the emergence of Tiktok short video native ads is of great significance for short video platforms that are still exploring the commercial realization mode.The short video native advertisement is generated based on the information demand.The information demand must be consistent with the user’s scene before it can actually occur.It is rooted in the user’s current real-time scene.Only on the basis of in-depth investigation of the user’s scene demand can the communication effect of the short video native advertisement be maximized.Through the sample analysis of the typical cases of Tiktok short video native advertising,the author uses the case analysis method and participatory observation method,and under the support of the media scene theory,studies the communication characteristics of Tiktok short video advertising: diversified content,storytelling expression;User labeling and accurate delivery;Spread word-of-mouth and share conveniently.From this,we can further analyze the internal relationship between the communication effect of short video native advertising and the user scene,and analyze the development difficulties of short video native advertising from the perspective of scene,such as scene ambiguity,scene lack,scene convergence,scene abuse,etc.Finally,based on these difficulties in development,combined with the five forces theory of scene,from the perspective of channel strategy,insight strategy Platform strategy and guarantee strategy provide some feasible suggestions to improve the communication effect of short video native advertising,hoping to provide some references for the future development of short video native advertising.