新媒体时代短视频营销的策略

孟晓婷

摘  要：近年来，新媒体产业兴起热潮，短视频以其内容短、题材生动、传播速度快、互动性强等特点而备受关注，迅速达到了全国娱乐产业的高峰。在短视频不断发展的过程中，因其内容的丰富性，视角的多元化，迅速吸引了多维度人群的关注。发行平台迅速增加和扩大，受众忠诚度开始以惊人的速度增加。因为短视频满足了普众的碎片记忆需求，同时技术门槛不高，再加上大数据平台细分统筹，作品投放更为精准，诉求直达，促使短视频平台从简单的娱乐展示平台快速转型为市场诉求平台。该文主要针对新媒体时代下短视频的营销发展中遇到的问题进行分析，对短视频营销的发展问题提出了相应的解决策略。

关键词：新媒体  短视频营销   传播   策略

中图分类号：F49     文献标识码：A

Abstract： In recent years， there has been a boom in the new media industry. Short video has attracted much attention because of its short content， vivid theme， fast communication speed and strong interaction， and has quickly reached the peak of the national entertainment industry. In the process of continuous development of short video， due to its rich content and diversified perspectives， it has quickly attracted the attention of multi-dimensional people. Distribution platforms grew and expanded rapidly， and audience loyalty began to increase at an alarming rate. Because the short video can meet the needs of the general public for fragment memory， and the technical threshold is not high， coupled with the subdivision and overall planning of the big data platform， the work delivery is more accurate and the demand is direct， promoting the rapid transformation of the short video platform from a simple entertainment display platform to a market demand platform. This paper mainly analyzes the problems encountered in the development of short video marketing in the new media era， and puts forward corresponding solutions to the development problems of short video marketing.

Key Words： New media; Short video marketing; Communication; Strategy

信息时代不仅加快了信息的传播，缩小了地域之间的距离，而且加速了人们的生活节奏。在工作和日常生活中人们需要处理大量的信息，工作和生活娱乐的时间边界越来越模糊，精神长时间处于亢奋和紧张的信息接收状态，很难放松下来。因此，在休息的时间里，人们希望有一些愉快的休闲娱乐内容可以填补人们繁忙生活的空白，人们的这种需求正好被短视频所满足。短视频不仅持续时间短，而且侧重于能够迅速吸引公众注意力的内容“痛点”上。此外，基于短视频的社交互动广泛分布于大众社交圈，形成了一种蜂窝式的传播效果。因此，随着短视频市场的增长，短视频的商业价值也在增长，在市场营销中的作用成为商家关注的焦点，目前，对它们传播过程中遇到问题的分析也越来越多，对制定相应的营销策略也至关重要。……