Brand Building Path Of Beauty Short Video Bloggers

Short video is the most valuable new media tool in recent years,all kinds of short video emerge in endlessly,among which beauty short video is the most representative vertical field.Because of its unique entertainment value and commercial value,beauty short video is favored by advertisers.Driven by the support of network platform and economic benefits,more and more beauty short video bloggers begin to emerge.With the update and iteration of short video production technology,the production cost of short video is also rapidly reducing.This paper takes the beauty short video bloggers as the main research object,analyzes the active beauty short video bloggers in various short video platforms in today's era,and explores the path of beauty short video bloggers' brand building based on CBBE(customer based brand equity)model,brand value system and other brand building theories.This paper studies the brand building path of beauty short video bloggers from the three gradually deepening levels of "know brand-know brand-identify brand".This study is divided into three parts.The first part is the introduction.According to the existing literature and research results,this paper summarizes the literature,concepts and theoretical basis of beauty short video bloggers.In the second part,through the detailed analysis of the current situation,combined with data and other scholars' research,we try to comb the current situation of beauty short video bloggers in detail.In this study,beauty short video bloggers are divided into the following four categories: evaluation grass,imitation daily,knowledge sharing and creative plot.Through a detailed study of the beauty zones on the major short video platforms,the main characteristics of short video bloggers are summarized.The third part is the main part of this study,from the brand identity,brand value,brand connotation and other three levels to build an effective beauty short video blogger brand building path.At the level of brand identity,beauty short video bloggers should create unique visual symbols and auditory symbols.Visual symbols not only include the appearance characteristics of the blogger,but also include the scene construction,props use,packaging form of short video,while auditory symbols require the bloggers to use circle words and label words.After the establishment of brand identity,it is necessary to conduct in-depth exploration of brand value,which requires bloggers to make clear their own positioning,create differentiated personal design,constantly optimize the content,provide more valuable content output for users,and cater to the entertainment characteristics of the network era,so as to realize the organic unity of the entertainment function and practical function of bloggers.The last level is the promotion of brand significance.The current major short video platforms are not private space,but open public platforms.Therefore,the promotion of brand significance should also focus on the construction of community and the spread of positive energy.Through these three levels,we can build a reasonable and effective brand building path,that is,the third-order path of "understanding the brand-recognizing the brand-identifying the brand".