Research On Tik Tok Short Video Native Advertising

Native advertising is a new form of advertising that has changed the traditional advertising concepts and modes of communication in the past,so that the communication content and media are perfectly integrated,and it has the characteristics of novel content form and hidden in the information flow.Driven by algorithm recommendation in the era of big data and the wave of short videos at home and abroad,the native ads for Tik Tok short videos came into being.The native ads of Tik Tok short video are published by the official brand or Tik Tok expert,and appear in the Tik Tok recommendation page together with other short videos.The short video advertisement is usually embedded in the page design in the form of information flow,leading to the entry The product details page of the account homepage.Select the top 300 videos from October 11,2020 to November 11,2020 in the ranking of Tik Tok short video native ads with stock videos as samples,and analyze the main characteristics of the native ads by examining the context of Tik Tok short video native ads.Study the effects of the native ads of Tik Tok short video on advertisers,traffic owners,platforms and users,point out its current outstanding problems,and put forward optimization suggestions for the problems.The native ads of Tik Tok short videos have become a representative cultural landscape,which cannot be separated from the unique generation context.Diversified cultural spaces,decentralized people's carnival and free expression are the social contexts produced by Tik Tok short videos,which promote the increasing of the overall influence of short videos;the improvement of the main body status of the audience and the experience of media use and satisfaction,Forcing platforms and advertisers to work on reducing the interference of ads,it is the endogenous driving force for the continuous optimization of Tik Tok ' s short video native ads;the application development of new communication technology 5G,the blessing of platform algorithm recommendation technology,promote the original Tik Tok short video native Advertising continues to flourish.The native ads of Tik Tok short video have the following characteristics: mainly user-produced(UGC)content,with more life-oriented creativity;mainly information flow mosaic,strong originality,low interference,and good user experience;supported by big data technology Under the circumstance,carry out accurate delivery to achieve precise marketing effects;POI interactive topic challenges enhance user participation and have a strong communicability.On the whole,the native ads of Tik Tok short video show interesting content,playful format and novel creativity.The main effects of the native ads of Tik Tok short video are: for users,it effectively eliminates advertising conflicts and changes their advertising attitudes;for brands,it stimulates brand awareness and deepens the impression of communication;for traffic owners,it stimulates purchase intention behavior;To meet the needs of users,for the platform side,it not only brings considerable income,but also promotes the development of the platform itself.The shortcomings of the native ads of Tik Tok short videos are: the homogeneity of ads is serious,the advertising cocoon rooms are prone to generate echo chamber effects,and ethical issues such as infringement of users' personal privacy,deceiving users,and "killing familiarity" frequently occur.In response to ethical issues such as the infringement of personal privacy and deception of users by the native ads of Tik Tok short video,the platform,advertisers,government and related departments need to work together to improve and improve laws and regulations,standardize information mining mechanisms,strengthen privacy control,and enhance the intelligence of the media Level,improve e-commerce ecological management,and optimize user shopping experience;in view of the homogeneity of advertising content,user scenarios can be further subdivided,the creative nature of advertising can be improved,and the“content is king”;the echo chamber effect needs to be accelerated.Relevant measures such as the cultivation of data technology professionals,the establishment of public big data thinking,the diversified creation of "content pools" and the reduction of information gaps are optimized.