Analysis Of Strategies Of Short Video Propagation Stage Of Beauty Products Based On SIPS Model

Since the development of the Internet era,the growth rate and penetration rate of mobile applications have never been higher.Short video is a new medium with the advent of the era of social media,which meets the fragmented time and entertainment needs of contemporary people.In 2018,short video reached 508 million unique users,making it the third largest mobile Internet application.The model of "social + video" highlights the value of short video marketing.Advertising/marketing,e-commerce,games and live broadcast rewards have become the four vehicles of short video platform.With the new medium of short video,the public can not only capture information conveniently,intuitively and vividly,but also display images and spread views with the help of this platform.The "new world" of short video can quickly gather traffic.In this era of more and more expensive traffic,marketing through short videos can not only quickly circle fans,get attention,but also establish a good brand image.According to the white paper of 2019 short video marketing released by Beijing zhimeng consulting,more than 60% of business decision makers have started to use short video for brand promotion and marketing.In short video marketing,cosmetic beauty makeup products,in particular,to satisfy the People's Daily life in the inner characteristics of aesthetic and external demand,the product features,the propagation characteristics of products,product brand and brand community four aspects respectively with short video media,short video content,short video fit high Lord and fan interaction,become a short video marketing category.It can be seen from the white paper of 2020 short video content marketing trend released by kasi data that among the TOP10 industries of information flow and popular person advertisement in 2019,beauty makeup and personal care category takes thefirst place,accounting for 30.73%.However,there are many problems in short video marketing.For example,due to the low threshold of short video production,the information conveyed by the content will often make consumers difficult to distinguish true or false;The content homogeneity is serious,the creativity innovation strength is insufficient and so on.This paper has consulted a large number of materials,including the characteristics of short videos and their content production mode,word of mouth marketing,viral marketing and other marketing concepts,as well as consumer behavior models in different times.Then the author analyzes the fit between beauty products and short video marketing from four dimensions.Finally,based on SIPS model,this paper designed a questionnaire for the research of consumer behavior in short videos of beauty products.By issuing the questionnaire,collecting samples and analyzing the results,the conclusions were drawn: first,in the resonance stage of consumers,we should pay attention to the in-depth study of the content and optimize the scene;Innovate forms and enhance interaction;Integration of science,education in fun.Second,in the stage of consumer confirmation,we should pay attention to the online and offline joint action,cooperate with the optimization,to consolidate the purchase intention of consumers.Third,in the stage of consumer participation,we should pay more attention to the interaction with consumers,develop products around,set promotion,incentives to encourage consumers to place orders to buy.Fourth,in the stage of consumer sharing and diffusion,we should pay attention to the establishment of an encouraging sharing mechanism and a feedback mechanism,pay close attention to the opinions and Suggestions of consumers and the public opinion trend of the brand,and lay a foundation for the continued formation of SIPS closed loop.