Research On Brand Communicationof VLOG Advertising

The year of 2017 has been praised by many media as the first year of the development of China's short video industry.However,after a year of hot development,the short video market is highly competitive and homogenized,and the user scale growth slows down.Video Blog(VLOG),based on the record of a good life,has attracted the attention of the public with its authenticity and personification,and has become a new form of short Video content.With the continuous efforts of content creators,the participation of stars with huge traffic,and the continuous efforts of various platforms,the popularity of VLOG has been greatly improved.Domestic and foreign brands have also made use of VLOG to conduct brand marketing and communication,and gained good results from it.VLOG advertising has become a new field of brand communication for a while.In general,compared with traditional video ads,VLOG ads have prominent advantages in the aspects of communication subject,audience,content,cost,etc.,as well as their uniqueness in comparison with other short video ads and live ads.They are personalized,authentic and convenient.VLOG advertisement can promote brand awareness,reputation and loyalty and enhance brand value by means of precise "soft" communication,creating personalized brand,paying attention to emotional resonance,exploring brand characteristics and enhancing user stickiness,which is of great practical significance.However,while showing great potential for development,the problems of VLOG in brand communication,such as the lack of high quality productivity,uneven limitation of content and subject matter,and the impact of commercialization traces on the stickiness of fans,are exposed.In view of the shortcomings of VLOG advertising brand communication,the brand side needs to pay attention to expanding the scope of transmission of the recipient,the platform needs to support the creators and optimize its own services,the content producer must control the content and pay attention to creativity,and the government needs to strengthen policy supervision.In order to promote the healthy development of VLOG advertising in the future,there is a higher upgrade space in the field of brand communication.