A Study Of Douyin Vertical Video Advertising Strategies From The Perspective Of Interactive Ritual Chain

With the bursting of the short video app,the Douyin vertical video ads also sounded.The huge traffic conversion capability has attracted brand owners to compete in this new marketing position.The Douyin vertical video ads maximize the interactive advantages of the Douyin platform,and the brand interacts with consumers with high frequency and high quality to expand the brand's popularity and goodwill in the vibrato user community.American sociologist Randall Collins put forward the idea of interactive ritual chain,which is an emotional sociological study based on human behavior and communication motivation.The core mechanism of the interactive ritual chain theory is the mutual attention and emotional bond of the interactive participants,the emotional energy,and the unity of the experience group.Based on the interactive ritual chain of Randall Collins,this paper analyzes the formation and maintenance of the interaction between brand and consumers in the Douyin vertical video ads marketing,and explains how the brand gradually approaches the consumers in the interaction and forms an emotional connection with the consumers.Through the participatory observation method,this paper observes the specific marketing mode of the Douyin vertical video ads from the user's point of view,participates in the interactive link,summarizes the main features and marketing mode of the vibrato vertical screen advertisement,and makes a comprehensive description of the research object.Through the literature research method,the related main literatures of the interactive ritual chain were studied in depth,and the important theoretical viewpoints were sorted out.Then use theory to combine reality,find the relationship between research objects and research theories.This paper analyzes the Douyin vertical video ads marketing activities through the interactive ritual chain theory.The main content is divided into two parts.The first part is based on the analysis of the composition angle of the interactive ritual chain.From the three aspects of interaction relationship formation,interaction mode construction and interactive market segmentation,it makes a horizontal analysis of the Douyin vertical video ads marketing strategy and understands the brand in its marketing strategy.Based on the formation of the consumers interaction relationship,the corresponding advertising marketing strategy is interpreted in a targeted manner.The second part is based on the analysis of the operational angle of the interactive ritual chain.It analyzes the longitudinal process of the Douyin vertical video ads marketing,and divides it into three main links: the start,advance and output of the Douyin vertical video advertising.Study the conditions and actual interactive performance of the interactive ritual chain to different stages,and the specific marketing and promotion activities of the Douyin vertical video advertisement in the corresponding process.Finally,through the analysis of horizontal and vertical,the related theoretical viewpoints of symbolic capital,interaction effect and interaction cost in the interactive ritual chain are inspired.From the three aspects of advertising content production,development of the marketing activity and brand community operation,the marketing promotion of the Douyin vertical video advertisement put forward targeted recommendations.