Research On The Spreading Strategy Of Vibrato Short Video Number In "the King Of Passersby" ——A Study Based On The Three Principles Of Tipping Point Theory

With the increasing impact of the Internet on social development,people's dependence on social media has deepened.The short video platform represented by Tiktok has ushered in the opportunity of rapid development and has become a new marketing means.By the end of2021,Tiktok's registered accounts have exceeded 700 million,and the average number of online viewers per day has exceeded 600 million.The huge user base and strong video based word-of-mouth communication have made Tiktok short video a new favorite in brand communication and promotion.As a new means of communication in recent years,Tiktok short video is gradually attracting the attention of more and more people in the contemporary era.As a representative of street basketball,Hupu "king of passers-by" also opened the Hupu "king of passers-by" Tiktok short video number in 2019 with the help of the outlet of Tiktok short video production,and started the dissemination of Hupu "king of passers-by" short video.Using malcolmgradwell's "tipping point" theory,this paper introduces the three principles of tipping point theory,and explores the internal mechanism of the detonating of the "king of passersby" Tiktok short video signal from the three dimensions of "individual character law","adhesion factor law" and "environmental power law".Based on the detailed introduction of the development process and operation status of Hupu "king of passersby" Tiktok short video signal,this paper analyzes the connotation of the three principles of tipping point theory,and analyzes the communication strategy of "king of passersby" Tiktok short video signal from three aspects: individual character law,adhesion factor law and environmental power law.Hupu "passer-by king" Tiktok short video Number interacts with fans through star players,online big V and other professionals,and guides fans to actively promote;Through the lively and professional short video output form,the basketball events with fierce competition will be broadcast live to show the hard core sports competitive spirit and improve the adhesion of the "passer-by king";Through the synchronous development of online and offline activities,create a highly communicable speech orientation,which meets the basic requirements of the law of environmental power.This paper also puts forward some problems in the development and marketing communication of the "king of passers-by" Tiktok short video Number campaign of Hupu,such as the high proportion of elite games,the audience's awareness and participation need to be improved,and the repetition of content tipping points,and puts forward relevant improvement countermeasures,including giving full play to the respective roles of "salespeople,experts,and contacts",or blindly following the trend to create their own tipping points and increase audience participation,Improve the competition system and communication content,provide a good development platform for the street basketball environment,and further improve the communication effect of the "passer-by king" Tiktok short video number.