| In the new media era,with the development of network technology and the iterative update of media hardware,the methods and forms of information dissemination have also changed.As an emerging media carrier,short video has rich possibilitie.The emergence of short video has brought more possibilities for the development of social media celebrity,and to a certain extent enriched the form of social media celebrity content entrepreneurship.Short video brings hope to content creators and is another development path for the social media celebrity economy.In less than a year,"Ms.Yeah Official" has become a top-ranking frequent guest in the short video popularity rankings.The brand communication strategy of "Ms.Yeah Official" is very significant for other social media celebrity's short videos.Therefore,this research is based on the predecessors' exploration of social media celebrity and short video,combined with the fresh and representative empirical cases in the field of short video in the social media celebrity----"Ms.Yeah Official".It provides an in-depth analysis of its brand communication strategy.Based on the four elements of communicator,audience positioning,content and channel,this paper analyzes the brand communication strategy of social media celebrity's short videos and its practical challenges,and summarizes the new rules of short video communication strategy.Compared with the original graphic form content field,a large number of high-quality social media celebrity with content production capacity has been produced.Although the short video market is very popular,high-quality content is still a scarce resource.In this case,once there are high quality content creators,they will stand out from the short video field.Short video brings hope to content creators and is another development path for the social media celebrity economy.It is worthy of causing media people to explore,explore and find new directions for development. |
