近几年, 随着智能手机的大规模普及和网络速度的提升, 信息传播的内容和方式正在经历着前所未有的变革, 集合了视频化、移动化、个性化、碎片化特点的短视频行业逐渐成为了移动互联网时代新的流量入口。同时, 短视频巨大的关注度和广告价值吸引了越来越多品牌方的关注, 特别是短视频的内容营销, 它不同于传统营销方式的生硬输出, 通过传播更有价值的内容, 不仅降低了消费者对营销的抵触情绪, 也可以让品牌更加深入人心。 本论文以抖音为例, 分析了短视频内容营销的背景和价值, 并且对常见的短视频内容营销模式进行了疏理, 直接内容营销主要分为信息流广告和直通电商两种模式; 间接内容营销主要分为发起活动、内容植入、片段营销、体验营销四种模式。对于不同类型的商家来说, 需要根据自身的实际情况选择最适合的内容营销模式。 一般来说, 对于面向C端的商家来说, 主要可以考虑信息流广告、直通电商、 体验营销等内容营销模式; 对于旨在提升品牌知识度和影响力的一些大品牌来说, 主要可以考虑发起活动、内容植入等内容营销模式; 对于电影电视剧和在线教育产品来说, 主要可以考虑片段营销等内容营销模式。另外, 商家还需要充分考虑到营销预算、目标人群等因素, 选择性价比最高的内容营销模式。

In recent years, with the large-scale popularization of smart phones and the increase in network speed, the content and methods of information dissemination are undergoing unprecedented changes. The short video industry that integrates video, mobile, personalized, and fragmented features is gradually It has become a new traffic portal in the mobile Internet era. At the same time, the huge attention and advertising value of short videos has attracted the attention of more and more brands, especially the content marketing of short videos. It is different from the rigid output of traditional marketing methods. By spreading more valuable content, it not only reduces In addition to consumers’ resistance to marketing, the brand can also become more popular. Taking TikTok as an example, this paper analyzes the background and value of short video content marketing, and clarifies common short video content marketing models. Direct content marketing is mainly divided into two models: information flow advertising and direct e-commerce; Indirect content marketing is mainly divided into four modes: launching activities, content placement, segment marketing, and experiential marketing. For different types of businesses, they need to choose the most suitable content marketing model according to their actual conditions. Generally speaking, for merchants mainly engaged in retail, content marketing models such as information flow advertising, direct e-commerce, and experiential marketing can usually be considered; for some large brands that aim to increase brand knowledge and influence, it is usually possible Consider launching activities, content placement and other content marketing models; for movies, TV shows and online education products, you can usually consider segment marketing. In addition, businesses also need to fully consider factors such as marketing budgets and target groups to choose the most cost-effective content marketing model.