| With the advent of 5G era,the loading speed and communication efficiency of videos will be greatly improved.The growth rate of users on Douyin and Kuaishou platforms will slow down,and the traffic dividend will decline.The single and repeated advertisements of information flow will cause a large number of users' aversion,and the advertising industry is in urgent need of new platforms and content forms.At present,BILIBILI-a platform for young people to seize the future consumption potential,has attracted the attention of many brands.In addition,drama short video advertisements have strong content carrying capacity,but there are serious homogeneity and unprofessional shooting techniques in production and presentation,and some new experience summary is needed to provide help and reference.Therefore,this paper uses qualitative comparative analysis(QCA)to study the key factors affecting the playing quality of drama short video ads in BILIBILI,starting from the dimensions of technical basis,production threshold,scene adaptation,emotional arousal,user cost and the influence of social capital,a total of 9 conditional variables and 1 outcome variable.This paper probes into the reasons for the good communication effect and high broadcast quality of 20 typical UP ads and 100 top commercial ads in BILIBILI.It was found that buying boost through the platform's tools,longer than 7minutes and 30 seconds,professional production mode of PGC/PUGC,reversal of the content of the video,The secondary section of the manuscript is funny were key factors to easily get a good communication effect.And it also revealed three obvious micro reasons:(1)within 7 minutes and 30 s * professional production * horizontal screen * plot's twist * funny *present product information after 30 seconds.(2)Within 7 minutes and 30 seconds*vertical screen*plot's twist* funny *product information appeared before 30s*there was no product information in the comment area *boost;(3)More than 7 minutes and 30s*UGC* vertical screen*plot's twist*funny* present product information before 30s*boost.According to the above analysis results,the following conclusions can be drawn as a whole: Firstly,it is necessary to find the right brand life cycle and make reasonable use of traffic tools to meet the demands of merchants and make profits in the effect of BILIBILI and brand advertising.Secondly,users of BILIBILI prefer to watch the original short video ads of drama,such content mode is more compatible with rich product information and can help weaken the meaning of advertisements.The third is to produce customized content according to platform attributes,form deep binding cooperation with the platform and UP owners,accumulate brand sound assets on the platform for a long time,and form the long tail effect of short video ads for dramas.Overall,the overall explanation cover rate was only 40%,and there were still a large number of short video advertising samples of plot needed to be further studied. |
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