Research On The Innovation Of In-Feed Advertisements Of Tik Tok

With the development of smart terminals,the browsing form of "Information Waterfall"has become mainstream.Under this background,in-feed ads emerged right at the moment.Relying on its pure ecology and precise delivery characteristics which break the traditional banner ads' drawbacks,in-feed ads become a more preferred brand marketing way for advertisers.The past 10 years have seen rapid development of in-feed ads in China.Internet applications such as Weibo,WeChat,and Today's Headline have introduced foreign in-feed ads styles in order to adapt to the changes in users' browsing form and consumption behaviors,but the old-fashioned text-based ads are still the main style.In 2017,Tik Tok,a short video app under Today's Headline,became a national social platform after WeChat and Weibo,which not only subverted the social and entertainment modes of the public,but also created a new form of short video in-feed ads,bringing personalized marketing prospects and outstanding advertising effects for advertisers.This paper cuts in from the perspective of advertising and combines the theories of communication,marketing,and narratology to study the Tik Tok's in-feed ads,summarizing the innovative points that Tik Tok's in-feed ads have compared to Weibo and WeChat through comparative research methods.The paper found that Tik Tok in-feed ads appears as a more immersive entertainment space in the information flow environment,have more diversified advertising products in the form of advertising,present distinct short video expression features,have both precise and personalized communication in advertising strategies,and more emphasize on effective user interaction in advertising effectiveness evaluation,reflecting the immersive,native,content-based,intelligence,and extensile developing trend of current digital ads.In addition,this article further summarizes the commercial value of Tik Tok's in-feed ads innovation for advertisers through three case studies,which are reflected in four aspects:conversion path,marketing channel,communication resonance,and brand equity,thus help further understand the significance of Tik Tok's in-feed ads innovation.Finally,through interviews with users and professionals in the industry,it is found that the Tik Tok in-feed ads currently have four major problems:homogenization of advertisements,distortion of advertising values,low quality of advertisers,and high frequency of advertising.The paper puts forward corresponding optimization suggestions for the problems from both platform and advertisers' prospective.Moreover,the paper give advises to the commercial prospects of Tik Tok's ads,in order to promotes its competitiveness in the rat market.With the rapid development of short video in-feed ads,studying Tik Tok's advertising innovation and existing problems is not only conducive to the development of Tik Tok's advertising in the future,but also has great practical meaning for the operation of in-feed ads on other media platforms.