| The iterative upgrade of e-commerce transaction models such as short video with goods and live broadcast with goods has transformed the previous single visual communication into interactive communication with a stronger sense of presence.In this era of marketing that competes for traffic,advertising has become crucial.Especially with the development of social media,Tik Tok advertising is quite popular among advertisers.With the rapid development of Tik Tok,Tik Tok’s complex user structure and strong group acceptance,its huge user base has attracted many advertisers to move in and become a new marketing channel for brands.At present,Tik Tok platform not only has many international famous brands,but also attracts many small and medium-sized enterprises such as suppliers and distributors to be stationed.In addition to this self-media practitioners can also promote short video content and products by paying.The surge in the number of advertisers has driven the growth of Tik Tok advertising business,so Tik Tok advertising has gradually become the focus of the advertising industry.This paper combines the SICAS model in consumer behavior analysis theory with the author’s personal involvement in the operation of e-commerce companies.Based on the questionnaire analysis and interview method,we analyze the current situation,problems and causes of the popular advertising platform Tik Tok,and propose targeted optimization strategies from two main dimensions: advertisers and advertising platforms,in order to help advertisers’ Tik Tok The study found that:advertisers use Tik Tok as a platform for advertising,and the advertisers use Tik Tok as a platform for advertising.The study finds that the following problems exist for advertisers on the Tik Tok platform:(1)neglecting the problem of product and Tik Tok platform suitability;(2)ignoring consumer behavior preferences in ad content production;(3)lacking scientific ad placement plans;(4)illegal and disorderly behavior such as false propaganda or traffic fraud;in addition to advertisers’ own problems,Tik Tok ad placement platforms also have inappropriate services and regulatory failures.In addition to the advertisers’ own problems,the Tik Tok advertising platform also suffers from inadequate service and supervision.And for the corresponding problems in combination with the feedback of the actual survey,I put forward the corresponding optimization strategies from two main bodies: advertisers and Tik Tok advertising platform.Advertisers need to clarify the positioning of their advertisements on the Tik Tok platform,develop personalized and scientific advertising content and placement plans based on consumers’ behavioral preferences,and strengthen the management of the company itself to prevent illegal and disorderly behavior.The Tik Tok platform,on the other hand,needs to continue to optimize and upgrade the services of the ad placement platform,strengthen the supervision of ad content,and safeguard the interests of consumers.The study of Tik Tok ad placement not only has practical significance to advertisers’ ad placement business and promotes the scientific development of Tik Tok platform,but also can apply the theoretical knowledge of advertising and marketing disciplines,which may be able to play a complementary role to the study of advertising. |
