Research On The Influencing Factors And Optimization Strategies Of Douyin's Short Video Information Stream Advertising Effect

At the beginning of the Tik Tok went online,it was targeted at social software based on creative music short videos for young people.However,with the increasing of users,it begins to "move from the minority to the public",encouraging users to record life clips with short videos.And it begins to consider liquidation when content is produced.Besides,because of News Feed Ads's strong originality,it reduces the possibility of interruption and have high acceptance and tolerance among users,becoming one of the options to achieve profitability.This paper reviews the concepts,definitions and research status of short video,information stream advertising and advertising effect by retrieving and reviewing the previous literature,focusing on the existing research on the factors affecting the effect of information stream advertising,finding that there is little research on the combination of short video platform with News Feed Ads.Based on this,this paper takes users who use the TIK TOK as the research object and uses the questionnaire survey method as the research method,analyzing the factors affecting the effect of advertising through survey data,including the individual factors of the users,the media placement strategy,the user's preference for the advertising elements and the secondary transmission of the advertisement.User personal factors include social attributes,cognitive psychology,interest orientation and the media behavior;The strategy of media delivery mainly focuses on the frequency of advertising promotion.Users'preferences for different forms of advertisement are measured from four aspects:the form of expression,content structure,style of copywriting and promotion methods.Measuring the effect of secondary communication by sharing content and attitudes.In addition,in the analysis of the survey conclusions,combining with in-depth interview records,the reasons behind the conclusions are further analyzed from the aspects of values and consumption concept,network information environment and user experience.Finally,combining with the specific analysis of the above factors and the research conclusions,this paper tries to put forward the optimization strategy of advertising effect from three aspects:communication effect,transformation effect and brand effect.