摘 要：随着短视频平台的飞速发展和用户人数的不断攀升，不少人都加入了短视频广告市场，那么，这一市场是否具有发展前景，短视频广告的价值又体现在何处。本文以抖音短视频APP为主要研究对象，通过运用文献收集法、数据分析法、案例分析法、问卷调查法来分析短视频的走红原因、用户群体和短视频广告的广告形式和广告价值等方面的内容。旨在分析短视频广告的实际商用价值，对短视频广告市场下一步的发展和规范做出预测和建议，希望能研究出最适合短视频广告投入的方式和产品，有效地促进短视频广告的实际商用价值，对短视频广告市场下一步的发展和规范做出预测和建议，希望能研究出最适合短视频广告投入的方式和产品，有效地促进短视频广告市场的发展并提出对短视频广告的规范以整治当今短视频广告市场的乱象。

关键词：短视频；广告价值；抖音；发展

An analysis of the advertising value of short video

——a dither as an example

Abstract: With the rapid development of short video platform and the increasing number of users, many people have joined the short video advertising market, then, whether this market has development prospects, and where the value of short video advertising. This paper takes short video APP of Douyin as the main research object, through the use of literature collection, data analysis, case analysis, questionnaire survey and discussion to analyze the reasons for the popularity of short video, user groups and short video advertising form and advertising value. The purpose of this paper is to analyze the practical commercial value of short video advertising, make predictions and suggestions for the next development and standardization of short video advertising market, and hope to find out the most suitable ways and products for short video advertising investment, to effectively promote the practical commercial value of short video advertising, to make predictions and suggestions on the next development and standardization of short video advertising market, and hope to study the most suitable ways and products for short video advertising investment, to promote the development of short video advertising market and put forward the regulation of short video advertising to rectify the disorder of short video advertising market.

Key words: Short Video; advertising value; Douyin; Development 

 

目 录

摘 要 1

Abstract 2

一、短视频应用及其现状 4

（一）短视频的含义和诞生 4

（二）短视频的特点和发展现状 4

（三）短视频应用的用户群体 6

二、短视频应用的广告形式的分析 7

（一）原生广告 7

（二）植入广告 8

（三）贴片广告 8

三、抖音的广告价值分析 10

（一）抖音的市场份额 10

（二）品牌传播能力 9

（三）渗透引导能力 11

（四）用户转化能力 11

（五）广告的精准宣传能力 11

四、短视频广告传播的发展前景与不足 13

（一）短视频广告传播的发展前景 13

（二）短视频广告传播的不足及改进措施 13

参考文献 14

致谢 15