移动短视频抖音外文文献The Research of Short Video App The Case of Tik Tok.docx
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移动短视频抖音外文文献The Research of Short Video App The Case of Tik Tok.docx
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IEEETransactionsonMultimedia,2019,1(3):
91-100
TheResearchofShortVideoApp:
TheCaseofTikTok
JanssenRichardson
Abstract
Inrecentyears,themobileshortvideoapphasbeenrapidlydeveloped,especiallyinthefirsthalfof2017,themusicsocialshortvideosoftwarevibratingapphasopenedupanotherpossibilityformusicsocial.Thistypeofapplicationismainlybasedontheuser'schoiceofmusicasabackground,throughtheshortvideotocreatecreativeeditingandspecialeffects,publishingandsharingtoachievemusicsocialfunctions.AfterthevibratingAppwentliveinSeptember2016,itranked9thinthelistofshortvideoappsinthefirsthalfof2017,withanaveragedailyvideoplaybackofover100millionanddailyactiveusersreachingmillionsoforders.ThisarticlewillexaminethereasonsforthepopularityoftheTikTokAppfrommarketingpromotionstrategiesandusageandsatisfactiontheory.Thiskindofcreativemusicshortvideocaterstothedailyentertainmentandlifeofpeople,butthereisnotmuchresearchinthisfieldintheacademicworld.ThemobileshortvideoindustryisanewhighgroundforthelayoutandcompetitionofmajorInternetgiants.TheresearchonmobileshortvideoAPPiskeepingpacewiththetimes.InthecontextoftheserioushomogenizationandfiercecompetitionoftheexistingmobileshortvideoAPP,havingahighuserretentionrateisthefundamentalmagicweaponforwinning.
Keywords:
shortvideo,TikTok,musicsocial,marketing
1Introduction
Shortvideosaredifferentfromtraditionallongvideos.Inabroadsense,theycoverawiderangeoftopics,fromafewsecondstoafewminutes.Fromthesourceofshortvideo,itcanbedividedintotwocategories:
oneistheofficialshort-videovideohotspot,entertainment,sportsandothershortvideovideos,whichcanbeuptoafewminutes.TheclassrepresentsSinavideo;theotherisashortvideobasedonUGCmodeofmobileshortvideoappsuchassecondshot,fasthand,andTikTok.Thevideotimeiscontrolledintensofsecondsandcanbesharedonsocialnetworkingsites.Usersofsuchshortvideosarebothcontentproducersandcommunicators.Theresearchobjectselectedinthispaperisthesecondcategory:
mobileshortvideoAPP.TheemergenceoftheInternetera,especiallydigitaltechnology,hasmadetheimagedominatetheimage,thetextmovestothebackground,andtheculturalstageisoccupiedbythebrilliantcolorsoftheimage.Inthenewmediaera,peoplearenolongerjustsatisfiedwiththesingleexpressionofwordsandpictures.Thedevelopmentoftechnologymakespeoplepreferthedouble-layerexperienceofvisualandauditory,andthematurityoftechnologyandchangesinuserdemandalsoprovideshortvideoapplications.Basedontheenvironmentforsurvivalanddevelopment,shortvideoAPPshaveemergedbasedonsuchanenvironment.TheshortvideoapplicationhasbeenlaunchedsinceApril2011.ItisashortvideocalledVIDDYUserscanuseittoshootshortvideos.Thevideodurationislessthan30seconds.Userscanperformspecialeffectsonshortvideosandsharethemonsocialplatformswithoneclick..Afterthat,Twitterlaunchedvine,andInstagramalsofollowedthepacetolaunchshortvideocapture.TheTikTokAPPwaslaunchedinSeptember2016andhasnotbeenpromoteduntilMarch2017.Itisreallydeveloping.Shortvideoapplicationsareslowlydevelopingintoanewsocialapplication.Shortvideosareusuallymeasuredinseconds.Unitsaremoreabletomeetthetimedistributionofmassfragmentation,causingchangesinmodeminformationdisseminationandprovidingnewtoolsandmethodsformodeminformationdissemination.
2ReasonsfortheriseoftheTikTok
TheTikTokAppisasocial-likesoftwarethatrecordsandsharesthelifeofashortvideoapp,andyoucanalsorecognizemorefriendsandlearnaboutGonzo.TikTokisessentiallya15-secondmusicshortvideocommunitydedicatedtoyoungpeople,whocanshootshortvideosandcompletetheirownworkwithbackgroundmusic.SimilartotheTikTokisthesmallcoffeeshow,butthedifferenceisthattheTikTokuserscanmakethevideomorecreativeandinterestingthroughvideocapture,editingandpost-effects,ratherthansimplyrepeatingandimitating.TheTikTokcanbesopopularforthefollowingreasons:
First,theshortvideoapplicationiseasytolearnandhasalowthreshold.OpentheapplicationinterfaceoftheTikTok,theusercanquicklyandeasilyshootthevideo,andselecttheaudiothatyoulikeorthemusicchallengeontheinterfacetoreconl.Secondly,thefastpaceoflifemakeslong-termviewingorreadingcontentaluxury.Peoplearealsomoreinclinedtobrowsecontentbywatchingshortvideos.Theshortvideocontentisshortandexquisite,breakingthelimitationoftraditionalvideodurationandgettingridoftraditionalvideo.Thesituationislengthyandprocrastinating.Thephotographershootsthecontenthewantstoexpressinashortperiodoftime,focusingonthecompleteness,andissuitableforthehabitoffragmentedreadingbythecurrentuser.Inatenselife,theshortvideoinsecondsisenoughtomeettheneedsofpeople'sfragmentedreading.Peoplecangetentertainmentinformationinashorttimeandeasethepressureinlife.Finally,theTikTokproductionmodeistheuserproductionmode,andtheusercanexpresshimselffreelyduringvideoproduction.IntheshortvideocommunitybuiltbytheTikTok,eachusercanserveastheprotagonistofthevideo,satisfyingtheirownperformanceneeds,andpersonalizingthecreation,vividlydisplayingtheinformationtheywanttoexpress.
3Marketingstrategy
3.1Makefulluseofthestareffect
Differentpeoplenaturallyhavedifferentopinionsonadvertisements,butmostpeoplewillbeattractedbystars,sonowtherearemoreandmorecelebrityendorsementads,whichisthestareffect.StarforwardingmicrobloggingcanbewiththeapproximatingAPPlogo,thesearchindexofthenextdayTikTokcanrisetomorethan2,000,andinthenextfewmonthsintoagradualupwardtrend.Inthevideo,thevideoitselfisfullofentertainmentandfun,anditisinlinewiththetastesoftheyoungpeople.Afterstartingalittlemomentumintheback,manystarshavealsojoinedintoexperiencethisapp.Nowthevibratingshortvideoteamisalsothemainpushstareffect.Nowuserscandownloadtheappandjustopentheapp,youcanseesomeshortvideosofthestarsthatyourecommendtothehometoplay,sothestareffectgivestheTikTokacoldstart,shelp.
3.2Combinationofadvertisingandmusic
ItmustbeunderstoodthattheTikTokismainlyamusicsocialsoftware.WhyisthecontentofTikToksobeautiful?
Whyaresomanypeopletrappedinit?
Itcanbesaidthatmusicplaysaroleofatleast50%.Thenthevibratingadvertisementwillnaturallybecombinedwithmusic.AccordingtoJuslin's"HowMusicAffectsEmotions,"itcanbeseenhowmuchmusicaffectspeopleandhowimportantitisinadvertising.ThisisalsoamajorreasonforthesuccessofTikTok.
3.3Flexibleuseofadvertising3Bprinciples
Inthe1960s,AmericanadvertisingmasterDavidOgilvyproposedthe3Bprincipleofadvertising一Beauty,Baby,andBeast.Thisprinciplebelievesthatadvertisingasameansofexpressionisinlinewithhumanconcern.Thenatureoflifeistheeasiesttowintheattentionandlikesofconsumers.Thevibratingadvertisementisbasedonthetheoryandhasbeenchangedincombinationwiththeactualsituation.Thebeauty,babyandanimalhavebeenchangedintobeautifulmen,childrenandpets.Forexample,anadvertisementofTikTokisagroupofyoungladieswhoaregood-looking,full-bodied,andhandsomelittlebrothersdancingunderthecheerfulmusicanddazzlinglights.Thereisnodoubtthatthevibratingadvertisementissuccessful.Wecanalsogetsomeinspirationfromit:
Althoughtherearemanylong-timeadvertisingtheoriesthatareoutdatednow,theycanstillinnovateandadjusttotheactualsituation,andmayreceiveunexpectedresults.
3.4Flexibilityofthepropagationmix
Thevibratingadvertisementsaredividedintohardadvertisementsandsoftadvertisements.HardadvertisingistoadvertiseontraditionalTVandradio.Inaddition,theTikTokhasalsolaunchedanadvertisingcampaignontheInternet.Forexample,whenthemobilebrowserisopened,avibratingadvertisementpageofaboutfivesecondswillpopup.Softadvertisingistheintegrationofsomeinformationaboutaproductintosomemedia.IntheTikTok,themosttypicalistocreateatopiconWeiboandthestarpostedonWeibowithaTikToksign.YoucanseethattheattentionofWeiyinonWeiboreachedasofJune2018.100,500.Inaddition,theTikTokwillalsocooperatewithsomeofflinemerchants,suchasthecocoteashoptoregardthe"TikTok"asthesecretbetweentheconsumerandtheconsumer.
4DevelopmentstrategyofTikTok
4.1Accurateuserpositioning
TikTokAsthenameimplies,thisapplicationisashortvideoapplicationrelatedtomusic,andtheburstingoftheTikTokanditspreciseuserpositioningareinseparable.TheTikTokisbomfromayoungandfashionablecommunityculture.Isafocusonmusiccreativevideoapplications.AccordingtoareportontheshortvideoindustryreleasedbyiResearchin2017,inMay2017,thedailyvideovolumeoftheTikTokhasexceeded100million,reachingonebillionafterthreemonths,and85%oftheusersareUnder24yearsold.TheTikTokusercanselectthemusictorecordthecreativevideoaccordingtohisorherpreference.Therecordingdurationisspecifiedtobe15seconds.Theusercanedittherecordedvideothroughsoftwareoraddsomespecialeffectsthataremoreeasilyexpressed.
4.2Stereoscopicpropag
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