Research On The Short Video Content Marketing Strategy From He Perspective Of Media Text Analysis

From the perspective of media text,with a short video documentary “the great village” as an example,this paper achieved the media text analysis from the genre of documentary,the narrative skill,the village symbols and the intertextuality experience.It summarizes the manifestation of the marketing strategy belonged to the short video content which displayed from the content customization,brand integration,word-ofmouth and multi-channel distribution.It reveals that the different genre is the key to the success of short video marketing activities.Besides,a variety of narrative techniques,scarcity of village symbols and intertextuality experience could meet the aesthetic needs and feelings of the target audience.This paper also discusses the content marketing value of “the great village” and believes that the differentiation of the content constructed in the text can help achieve the marketing purpose and establish a good public praise for the documentary.Finally,for the text elements of short video in content marketing,marketers need to consider the differentiated genre,accurate narrative strategies,personalized symbol combination and in-depth intertextual knowledge.When making marketing strategies,brands should fully consider the differentiated performance of video content on the basis of high-quality short video content and they should cooperate with omni-channel content distribution and high-value user groups,so as to effectively realize the marketing value of short video content.