From Recording To Metaphor:Vlog Native Advertising Presentation Strategy And Optimization Research

2018 is considered to be the first year of the development of Vlog in China.Various social platforms have cultivated and guided the Vlog market successively,and the competition in the field of short video has entered the second half.As an imported product,Vlog is characterized by natural and ordinary life records,unique personalization and high quality picture quality,which has aesthetic characteristics separated from other short video types.Various platforms support Vlog,from the minority to the public at the same time,Vlog also began to show its own strong ability to take goods.As a kind of native video advertisement,it is gradually favored by advertisers because of its characteristic of life-style record and the marketing scene required by the brand.In this paper,observation method and text analysis method are used to trace the history of Vlog advertising to clarify its connotation and characteristics.Through the analysis of high-quality video content of Vlog bloggers in the head of Tik Tok platform,the content theme and advertising expression strategy of high-quality Vlog content creators on the platform are summarized.This paper analyzes the difficulties existing in content creators’ native advertising expression through Vlog,and puts forward corresponding optimization suggestions.It is found that Vlog advertisement mainly realizes the original biochemical pursuit through content integration and form embedding.And summarize the strategies of Tik Tok Vlog native advertising in advertising narrative,scene construction,shooting and editing;According to the difficulties existing in native ads of Tik Tok platform Vlog,optimization suggestions are put forward from three aspects:brand side,content creator and platform.This paper is intended to provide reference for further research on Vlog native advertising in the future,and help upgrade Vlog advertising marketing practice.