Research On Brand Marketing Of Short-form Mobile Video

Short-form Mobile Video,a high-quality social media,can not only help people record wonderful life,but also help people get more colorful information quickly.When the development of mobile Internet brings changes to the marketing market of enterprises,how to promote and publicize brand products in order to gain high popularity and quickly occupy a larger market has become a major problem that the brand need to think about.And Short-form Mobile Videos may provide new ideas for enterprises to carry out brand marketing.This thesis takes Short-form Mobile Video as the research object,and combines communication,advertising,marketing and other disciplines to conduct a detailed exploration of brand marketing of Short-form Mobile Video in the mobile internet background.The article first introduces the rise of Short-form Mobile Video and user characteristics.After using Short-form Mobile Video,users can meet the four needs of satisfying their information,interpersonal communication,entertainment and entertainment.The paper also classifies the mobile short video application from the perspective of the content source and function characteristics of Short-form Mobile Video,and analyzes the current mobile short video UGC,PGC,MCN three content production forms.Secondly,it analyzes the intuitive sensory characteristics of brand marketing of Short-form Mobile Video,allowing consumers to have a comprehensive understanding of the product in a short period of time;efficient channel characteristics,users can use the forwarding function in the platform to short video Share on We Chat,Wei bo and other social platforms,to greatly enhance the ability of short video content to spread;and the characteristics of the spread of cracking,Short-form Mobile Videopropagation mode is no longer one-way linear,but one-to-many Virus fission propagation pattern.It also proposes the brand relationship communication value,platform data traffic value and user emotional experience value of mobile short video,which shows that Short-form Mobile Video can enhance brand stickiness,provide decision-making basis and enhance user loyalty in the brand marketing process.In reality,the use of Short-form Mobile Video for brand marketing has certain technical limitations and human error.After analyzing the specific problems,this paper selects some representative excellent cases for research and proposes marketing strategies.When brand owners use short video for marketing,they need to pay attention to users,interact with users,attract their attention,and at the same time strengthen content production,and use Short-form Mobile Video platform for accurate delivery.In addition,content and data need to be opened to realize rapid realization.And in the brand marketing process to inject fresh elements,scene marketing and experiential marketing,to build a harmonious Short-form Mobile Video market and realizing the activation of the brand.