Research On The Delivery Strategy Of E-commerce Information Flow Advertising On The Douyin Platfor

In recent years,the E-commerce industry has developed rapidly,and the short video platform represented by Tik Tok has become the main position for advertisers to expand the E-commerce sector.As a powerful weapon for the development of E-commerce on Tik Tok platform,In-Feed Advertising is an important window for consumers to understand and buy commodities,and also a breakthrough point for advertisers to "break the ice and Income flow" of E-commerce marketing on Tik Tok platform.Therefore,this paper focuses on Tik Tok platform,takes E-commerce In-Feed Advertising as the research object,starts from two aspects of flow and content,summarizes the delivery strategy of E-commerce In-Feed Advertising on Tik Tok platform,and provides referable suggestions on In-Feed Advertising for advertisers who are ready to try or have settled on Tik Tok E-commerce platform.This paper is divided into four chapters.The first chapter focuses on the Tik Tok platform and combs the concepts of In-Feed Advertising,Tik Tok E-commerce and E-commerce advertising.The second chapter analyzes the content delivery strategy from two aspects: the commodities to be presented and the advertising creativity.The third chapter starts from the traffic level,from the traffic management thinking,traffic orientation and platform traffic to put forward the reference traffic delivery strategy;The fourth chapter,through the interview and research of E-commerce advertisers on Tik Tok platform,identifies the actual problems they are facing in the current In-Feed Advertising,and gives targeted suggestions.