Analysis of the Popularity Factors and Marketing Strategies of Short Video

Take the Short Video Account “Hua Yicun” as an Example

DOI

10.2991/assehr.k.220502.052How to use a DOI?

Keywords

earthy video; short video marketing; short video platform; aesthetics

Abstract

In the context of the success of short video platforms, earthy videos have become an important form of independent expression for users and have attracted the attention of many viewers. The main object of this paper is to study the short video accounts of “Hua Yicun” on TikTok and Quick Hand, through the analysis of short video content, culture, aesthetics and market operation. We found that the earthy video accounts resonate with viewers and attract users’ attention through quality video creation, and maintain long-term high-frequency updates to increase users’ stickiness. At the same time, CMA (Creative Mid-Roll Advertising) is used in a small number of videos to achieve promotional marketing, showcase products in all aspects and expand business opportunities. Double-pronged approach to enhance user acceptance. Make full use of the advantages of the platform to achieve a win-win situation for all parties through cooperation.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Xuanlin Liu
PY  - 2022
DA  - 2022/05/14
TI  - Analysis of the Popularity Factors and Marketing Strategies of Short Video
BT  - Proceedings of the 2022 International Conference on Comprehensive Art and Cultural Communication (CACC 2022)
PB  - Atlantis Press
SP  - 251
EP  - 254
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220502.052
DO  - 10.2991/assehr.k.220502.052
ID  - Liu2022
ER  -