摘要
在移动互联网技术迅猛发展的背景下,短视频平台凭借碎片化、强互动等特性,成为产品推广的重要渠道。社交裂变式推广、植入式广告、贴片广告及UGC等推广模式存在内容同质化、广告效果两极分化、用户抵触心理强等问题。为了提升品牌传播效果,短视频平台与企业应通力合作,进一步激发社交裂变式推广的内容创意,提高贴片广告的用户参与度,增强植入式广告的内容契合度,提高UGC内容质量。
Against the backdrop of the rapid development of the mobile internet,short video platforms have become a vital channel for product promotion due to their fragmented nature and high interactivity.However,promotion methods such as social fission-based campaigns,embedded ads,in-stream ads,and user-generated content(UGC)present challenges including content homogenization,polarized advertising effectiveness,and strong user resistance.To enhance the impact of brand communication,short video platforms and businesses should collaborate closely to further stimulate content creativity in social fission-based promotions,increase user engagement with instream ads,strengthen the content relevance of embedded ads,and improve the quality of UGC.
作者
李思达
LI Si-da(School of Accounting,Jiangsu Vocational Institute of Commerce,Nanjing 211168,Jiangsu,China)
出处
《江苏经贸职业技术学院学报》
2025年第6期10-13,共4页
Journal of Jiangsu Vocational Institute of Commerce
关键词
短视频平台
产品推广
抖音
short video platform
product promotion
Douyin
