Research On The Short Video Marketing Of Male Beauty Bloggers In The Internet Economy

With the development of cyberspace and technology and the maturity of cyber-ecological environment,the influence of the internet celebrity economy is constantly enriched.Short video is one of the carriers and forms of compliant communication characteristics and audience contact habits.Its integration with the influencer economy has achieved two-way value co-creation while gaining attention.With the support of "her economy",beauty products became the focus of the industry at the beginning of short video marketing.Beauty products are often women's exclusive products,but men are gradually invading the world of beauty.In the past two years,male beauty bloggers have used their gender differentiation advantages,and have used short video platforms as communication carriers to form unique marketing mode.The article uses the literature analysis method and case analysis method to analyze the new marketing model of male beauty bloggers' short videos by studying the individual cases of male beauty bloggers.First of all,male beauty bloggers take advantage of their gender differences.By highlighting the misalignment between their own images and beauty products,they can establish a beautiful image of beautiful men and personalized copy design to induce female consumers to create unique The character positioning of male beauty bloggers forms the core competitiveness of male beauty bloggers' short video marketing.Secondly,male beauty bloggers link their own gender images with short video content,so that the audience can experience the novelty of male beauty bloggers' short video content from three levels of visual hearing.Through the construction of the scene,the interaction of the platform and the manufacture of hot topics,the content of the short video is highly compatible,and a harmonious marketing environment is created.Finally,male beauty bloggers took advantage of the "sex attraction" with female consumers.Through a large female fan group,women's strong expressive desire and consumption ability in front of the opposite sex,under the recommendation of male beauty bloggers,The gender consistency of female consumers and beauty products forms a good experience-based word-of-mouth publicity,which promotes short video marketing for male beauty bloggers.Through the analysis of the short video content of the representative male beauty bloggers,although the male beauty bloggers bring a short wave of aesthetic characteristics of short videos,they also bring a lot of problems.It is necessary to optimize men's increasingly soft image,strengthen user stickiness,improve marketing ecological chain links,and establish a matrix image system to enable stable development of male beauty bloggers and strengthen the audit system of related brands.The short video marketing research of male beauty bloggers has certain reference significance for the research of short videos of beauty.Through this research,I hope that it will be helpful to the marketing research of male beauty,and can contribute a meager contribution to the marketing research of male beauty makeup bloggers using the short video platform in the future of the Internet celebrity economy.