Study On The Communication Strategy Of TikTok Short Video News Feed Ads Based On 4I Theory

The rapid development of the mobile Internet has provided technical conditions for the rise of information flow advertising,and news feed ads has gradually occupied the mainstream position of Internet advertising.Since the Tik Tok APP has attracted many user groups.It providing a broad development platform for news feed ads.Among them,short video news feed ads are the most frequently contacted news feed ads of Tik Tok users.Many advertisers also use Tik Tok as their key platform to put in many short video news feed ads.In the past two years,short video news feed ads have also become the major sources of income for Tik Tok.This article takes Tik Tok short video news feed ads as the research object,and through the literature research method and case analysis method,firstly,the definition and development of news feed ads and Tik Tok short video news feed ads are systematically classified and sorted,as well summarized dissemination advantages and characteristics of Tik Tok's short video news feed ads.Then through the data research method combined with the 4I theory,summarized the strategy of Tik Tok short video news feed ads communication,and analyzed the problems in the communication,obtained arguments for the article,and finally put forward relevant optimization suggestions.In terms of the structure of the article,the introduction of this article is the first part,which explains the research background,significance,research questions,research methods and research process of this article.The second part is the second,third chapters of this article.First,it summarizes the 4I theory,and then summarizes the communication advantages and communication characteristics of Tik Tok short video news feed ads.The third part is the fourth and fifth chapters of this article,which is also the key research part of this article.The four principles of the 4I theory are used: the principle of personality,the principle of fun,the principle of interaction and the principle of interest to the communication strategy of Tik Tok short video news feed ads analyze and ask questions and enlightenment.The conclusion is the last part of this article.It summarizes the previous research and analysis.Tik Tok short video information stream ads attract users to participate in marketing activities through interesting native content,relying on Internet technology and satisfying user relationship chains to carry out large-scale dissemination and complete effects conversion.