Cosmetics Brands’ Short Video Advertising Strategy And Effect Research Based On Sina Weibo

Nowadays,as people enter the "screen-reading era" from the "graph--reading era",the short video industry has been rising,and social media has become an important platform for short video operation and communication.For cosmetics brands,with the rising Chinese "beautiful economy" and people’s changing habits in media,employing new forms such as short video advertising to develop social marketing has become an important means for brand competition.This study aims to explore and analyze the advertising strategies and effects when major cosmetics brands adopt the marketing methods of short videos through the social platform of Weibo.On the theory level,this study enriches the academic research on short video advertising,social media marketing strategies and content to some extent.On the social and practical level,this study can help us understand the expression of social and cultural values in the new media environment,and provide beneficial reference for the optimization ofadvertising and marketing.This paper mainly adopted the content analysis method,text analysis and case analysis are also used.By selecting seven representative brands in the cosmetics industry,this paper intends to analyze the short video advertisements released on brands’ official Weibo in December 2017 after the launch of short video function on Weibo in 2013.By virtue of the time,quantity,duration,distribution of advertising themes,differences in advertising creation and appeals,this paper explores the marketing strategies of short video of cosmetics brands,as well as the attitudes and values of short-video advertisements of cosmetics brands in audio-visual symbols.Finally,the paper analyzes the effect of short video advertisement,and puts forward the optimization countermeasures.The result of this study proposes the following conclusion:Consumers prefer the original short video advertisements in cosmetics brands;Short video advertisement release time and advertising effect,short video advertising time and advertising effect both appear "peak shift phenomenon" in varying degrees;The effect of short video advertising is limited to the perception and emotion of consumers to a certain extent.Based on the above,the following optimization strategies are proposed for cosmetics brand short video advertising operation:(1)Enrich advertisingcreativity,improve advertising quality and quantity;(2)The pre-measurement and post-summary of the advertising effect should be well made,and constantly optimize the development of advertising activities;(3)Improving conversion rate and exploring new profit way of content diversion e-commerce.