黄慧敏

【Abstract】With the rapid popularization of mobile intelligent terminals，we have entered the new media era.In this context，short videos based on mobile terminals came into being.The development of new media，enriched the advertising content，innovative forms of advertising，And short video as a product of the development of new media，The role of advertising is becoming more and more obvious.

【Key words】New media、Short video、Advertisement、New trend、Innovate

1、The concept of short video

Short video is a term defined by length of time.Its "short" is compared with "long"，the duration is generally more than 5 seconds and less than 5 minutes.Its content structure is generally based on humorous trends，hot spots and creativity.①It can enable the audience to obtain the key elements of information in a short time，thus，it is more conducive to the dissemination of video.

2、Advertising effect on short video platform

In the context of mobile internet，short video has emerged as a new means of communication，and the combination of the two has opened up a new path for the dissemination of advertisements.②In the context of mobile internet，short video has emerged as a new means of communication，and the combination of the two has opened up a new path for the dissemination of advertisements.As a product of mobile internet，short video advertising has a wide audience，and has the characteristics of strong interaction and low cost. This emerging mode of communication is increasingly becoming the preferred and first choice for advertising.Short video is short in form，concise in content and highly interactive with the audience.On some social platforms，such as the platform of shaking，the account of short video has many fans，and the content of the release has higher attention. There is no doubt that their fans have a high degree of concern for the content of the advertisement in tiktok.In addition，it can be subdivided according to the audience at different levels. For example，within the audience group，targeted advertising and publicity can be carried out according to the different needs of the audience according to gender，age，occupation，region and education level，which has good advertising effect and high publicity efficiency.

3、Problems in advertising communication on short video platform

The rise of short video platform also brings new forms of advertising. There is a lack of innovation and serious homogenization in the advertising of short video platform. The author tiktok finds that most of the tiktok users are considered to be less innovative and homogenized. In order to "catch up with the fashion"，many businesses only want to spread quickly when making advertising publicity，do not pay attention to innovation in advertising production，and directly copy the hot advertising videos of other advertisers on major platforms. As a result，the short videos produced are different from the advertising commodities and actors，and the actors' dress，expression and background music，As like as two peas，the contents of almost all the short videos are almost the same. Coupled with algorithm recommendation，similar videos are continuously recommended to the same user，resulting in user aesthetic fatigue and wasting advertising resources.

4、Advertising development direction on short video platform

At present，there are many kinds of short videos，each of which has a certain audience group and audience base.Nevertheless，this does not mean that any short video advertising has a good publicity effect，which needs to be considered in many aspects in combination with the characteristics of the product itself.In terms of video content，we can improve creativity and optimize content. Firstly，the star effect and the need for goods are the two reasons why users like advertising，followed by practicality and the content of the video itself. It can be seen that the audience pays more attention to useful information when watching advertising video. Therefore，advertising mainly focuses on short video content，differentiation，and creativity of works. Tiktok，the biggest customer group of short video tiktok，is to fully stimulate the creativity of young groups in various ways. On the other hand，they should pay more attention to the "burst" of the "shake" and "follow up"，and follow the hot spots and innovate more. Especially on the basis of trend content，we should pay attention to the extension of creativity.

With the development of we media，there are a large number of weak connection works between advertising and products，but there is a strong connection between these works and consumers，which will tend to be normalized in the future. The brand establishment in the era of we media should rely on the "connection between people"，empower the brand by creating valuable content，and realize the deep connection between people，which has become the core competitive advantage of the new brand.

Epilogue

Advertising products in the form of short video planting advertising is more and more favored by advertisers and advertisers. For the publicity and promotion of products and brands，short video advertising is a relatively simple and efficient way of communication，which can better meet the viewing needs of the public.We should focus on the characteristics and highlights of the product itself，accurately launch on the basis of segmenting the audience，and also plant advertising in short video on the basis of considering comprehensive factors，so as to make use of the short video media platform，Maximize the effect of short video advertising implantation.

Reference Documents：

[1]Sun Xiaoyan，Zhu Boyu，development status and trend of short video we media [small]young reporter，2020.

[2]Tiktok short video advertising strategy [J]. Xu Jia Chun marketing.2020.