Author(s)

Xiaodan Jin

Corresponding Author

Xiaodan Jin

Abstract

The short video platform has gradually expanded from the initial platform of "recording a good life" such as life display and social sharing to a comprehensive platform of audio, video and information integrating information, socialization, interaction and shopping. It combines text, pictures, voice and video, and vividly delivers content to users. Generally, the video duration is between tens of seconds and several minutes. In the new media era, how to do a good job in marketing in short videos is the key. Therefore, we should strengthen the marketing of short videos from many aspects to attract public attention in a more novel form, so as to achieve the best marketing effect. In the new era, the short video industry should recognize the advantages of new media marketing in the marketing process, and based on this, innovate marketing models to maximize marketing effectiveness, let more people understand excellent short video products, and increase short video sales. Nowadays, in order to gain word-of-mouth ratings and viewership among numerous short videos, short video platforms need to be fully utilized to carry out rich and diverse marketing campaigns that run through the entire process.

Keywords

Short videos; New media; Brand; Marketing