| Since the birth of short video,this new form of communication has been deeply loved by the public.Since the development of short video,a complete industrial chain has been formed,and the content of short video has become more vertical,and the content has been continuously cultivated.In the field of rich short videos,beauty short videos are one of the important components.No matter it is a video website or major social platforms,self-media focusing on beauty content is emerging in an endless stream.As a result,an emerging self-media career that specializes in producing beauty makeup short videos and sharing through new media emerges as a "beauty blogger".The emergence of short video social software has further lowered the threshold for short video production.Everyone can share their own beauty experience,but it is not easy to be an influential beauty blogger.Although in today's highly competitive short video industry,"content is king" has become a consensus,but can not rely on content alone,in order to achieve better communication effect requires cooperation in all aspects.Based on the above situation,the thesis chose the beauty makeup blogger Li Jiaqi,who has a strong influence in the field of beauty makeup short video,as the research object,combined with the development course of beauty makeup short video,with the help of Lasswell's classic 5w communication model,comprehensive audience psychology,Advertising and marketing related theories,analyze the communication strategy of Li Jiaqi's beauty makeup short video from five aspects: the main body of communication,the content of the communication,the communication channel,the audience group and the profit model,summarize the characteristics and laws of communication,and summarize the communication strategy of the short video of beauty makeup for reference.The thesis is divided into three parts.The first part sorts out the definition,development status and characteristics of the short video of beauty makeup.The second part is the main part of the thesis.It researches Li Jiaqi and Li Jiaqi's video content creation,communication channels,audience composition and video dissemination effects,and analyzes the reasons why Li Jiaqi's beauty makeup short videos are popular.Summarizes the spreading strategy of Li Jiaqi's beauty makeup short video.Through research,it has been found that Li Jiaqi's short-form communication strategy for beauty makeup has comprehensive characteristics,and its specific performance is as follows: the main body of the communication has distinct personal attributes and forms a personal brand image.In terms of content production,video content closely follows the needs of the audience,and content distribution channels are diverse and targeted.In terms of the profit model,the “human”-based online red belt model combined with e-commerce independent brands has broadened short-video profit channels.The third part puts forward the inspiration of Li Jiaqi's short video communication strategy to the beauty short video industry.In the research,it was found that the beauty makeup short video has problems such as homogenization of content,false content,and deviation of values.It proposes a perfect content review system,improves the quality of beauty bloggers,innovates content forms,and creates corresponding optimization strategies for personal IP.,With a view to contributing to the development of the beauty short video industry. |
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