A Study On The Communication Of Tik Tok's Gourmet Food We Media Brand

At present,Tik Tok platform is the number one downloading software in short video social Apps' store,We media has formed a brand effect on Tik Tok.It can be imagined that the food is very representative from the spread of the word "Bread is the staff of life.".Therefore,based on the platform of Tik Tok,this article researches the communication of gourmet food We Media brands.The main points are as follows.Firstly,after researching the background and current status of Tik Tok and gourmet food We Media,it is found that Tik Tok has large user traffic and fast realization speed,which provides authoritative data support for the theoretical research in this paper.Gourmet food We Media brands bring a strong sense of offline interaction experience,which are interdependent and promote each other.Secondly,after studying the development status of gourmet food We Media on Tik Tok,it is found that the research on the rules and promotion principles of Tik Tok has a large gap.The brand's communication must follow the rules of the communication path at first,and sort out the four aspects of title,picture quality,cover and content from the principles of use.In the early days of the establishment of gourmet food We Media brands,under the premise of ensuring high-quality content,the duration should be as short as possible to improve the completion rate.The author compares and analyzes the top 15 food brands in the food rankings,and concludes that successful brands have a clear brand image,clear communication requirements,content themes and other commonalities,reflecting the importance of creating personal IP.Thirdly,based on the communication strategy of “4I”theory,a case study was conducted,and it was found that paying attention to the needs of the audience in the communication process can maximize the brand's interests.The author gives guidance on brand communication from four aspects of content interest,audience interest,interactive participation,and personalized needs,and solves specific problems encountered by gourmet food We Media brands on TikTok.Finally,the essay combines the above research contents with practical operations,and has the following points: First of all,the author guides the gourmet food We Media that is using Tik Tok from several aspects,such as the establishment of a brand,the design of the homepage,the layout of the content cover,and the time period of publication.Secondly,the author has applied the researched theory to practical shooting,and has conducted propagation on Tik Tok.During the practice,the author found that the gourmet food We Media in order to highlight the color saturation of the food works,there is some falseness.The above research results can be widely used in the Tik Tok gourmet food We Media brand communication,giving practical guidance.Figure 32,table 2,51 references.