Research on Marketing Strategy of Short Video based on the Rapid Development of Internet Era -- Taking TikTok as an Example

Abstract

Based on the rapid development of society, the pace of people's lives is getting faster and faster. Furthermore, it creates much fragmented time each day-for example, every day on the way to work or school. There may be 20 to 30 minutes of travel time, and if this time is not enough to accomplish something, it is called fragment time. So what is fragment time? Short video platforms are capturing this kind of fragmented time to get users to use short video software. Because the length of short videos is generally about 15 seconds, people can open the short video software when people are waiting for the elevator or getting up in the morning. Of course, this article mainly uses Tiktok, a short video software, to conduct an in-depth study on why many users are using it. The paper used the two easiest research methods to support completing this experiment. This study randomly selected 100 people to fill out the questionnaire to investigate how often TikTok is used by different age groups and what kind of videos are most attractive. TikTok is a creative music short video App focused on the new generation's dating community for young people. The rapid rise and development of short video firstly lie in its communication mode remarkably ADAPTS to the fragmented lifestyle of contemporary people. At the same time, the low threshold of short video production also allows more people to participate in the short video. Many of the viewers are also short video producers. In addition, the social nature of short videos has brought more heat. Sure, about 22% of TikTok users use the app for more than an hour a day[1]. As for what kind of video is attractive, the creator will find a precise positioning, and careful editing will have many viewers.