Research On The Performance Of Video Blog Product Placement

In 2016,a new style of short video emerged on Chinese online platforms--video blog,or vlogs,as the netizen said.Vlog has taken a different approach in the video field.Vloggers capture their daily life from the perspective of the first person,which gives authenticity to the content.Each vlogger has a unique shooting style,and the video content has a strong personality.In addition to the features of authenticity and personification,vlog also has a strong aesthetic and story.With the development of mobile technology in China and the improvement of public aesthetics,under the common catalysis of multiple parties,this kind of video form has become a household name,and the public's life has been continuously contaminated by this new video form.From exposure to popularity,more and more people are jumping on the vlog bandwagon.In this situation,business is gradually getting involved.Product placement,a business model that began in 2018,has been popping up in video blog content over the past two years.In this paper,three vlog creators in China were selected.Vlogs that contain product placement were taken as samples,which were analyzed by means of data statistical analysis,typical case analysis and literature research.The article starts with the concept,and on the basis of clarifying video blog and product placement,leads to product placement in the new media era--vlog product placement.Secondly,according to the selection of typical cases,summed up the video blog(vlog)product placement of four kinds of main forms,and from the product type,type of creators,shooting style and promotion platform four aspects to discuss the content of the video blog(vlog)product placement,in combination with characteristics of implant,transmission platform,audience characteristics and product video blog(vlog)implantable advertising effectiveness is discussed.Finally,the paper proposes some solutions to the existing problems of vlog product placement.In this paper,the existing problems of vlog product placement in China are put forward.The implant significance was too high;Low fit with content;Brands lack integrated marketing concepts.The paper holds that as a new form of short video,vlog can be diversified in the form of product placement to improve the fit with video content.Balanced implantation significance and plot correlation;The use of integrated marketing strategy to achieve three-dimensional communication.