短视频广告内容创新不足问题及对策
摘要
随着互联网技术的迅猛发展和智能设备的普及，短视频平台以其独特的魅力和广泛的用户基础，成为了品牌营销的重要阵地。然而，随着市场竞争的日益激烈，短视频广告领域逐渐暴露出内容创新不足的问题。传统广告模式在短视频平台上的简单复制和堆砌，导致用户审美疲劳，广告效果大打折扣。同时，广告主在追求短期效益的过程中，往往忽视了目标受众的个性化需求和情感共鸣，进一步加剧了内容创新的困境。因此，本文针对当前短视频广告内容创新不足的问题，通过文献综述、案例分析和实证研究等方法，系统分析了缺乏原创性内容、表现形式单一、忽视目标受众需求以及技术应用局限性等主要原因。在此基础上，本文提出了提升内容原创性、鼓励个性化创作思维、开发独特视角和故事线、丰富表现形式、深入了解并满足目标受众需求以及拓展技术应用边界等对策。通过这些对策的实施，旨在推动短视频广告内容的创新与发展，提升广告效果，增强用户体验，为品牌营销提供有力支持。本文的研究成果对于短视频广告行业的健康发展具有一定的指导意义和参考价值。
关键词：短视频广告；内容创新；目标受众；技术应用；个性化创作
Abstract
With the rapid development of Internet technology and the popularization of intelligent devices, the short video platform has become an important front of brand marketing with its unique charm and extensive user base. However, with the increasingly fierce market competition, the field of short video advertising has gradually exposed the problem of insufficient content innovation. The simple copying and piling of traditional advertising mode on the short video platform leads to users' aesthetic fatigue and greatly reduced advertising effect. At the same time, in the process of pursuing short-term benefits, advertisers often ignore the personalized needs and emotional resonance of the target audience, which further aggravates the dilemma of content innovation. Therefore, in view of the lack of innovation of short video advertising content, this paper systematically analyzes the main reasons for the lack of original content, the single form of ex pression, the neglect of target audience needs and the limitations of technology application through literature review, case analysis and empirical research. On this basis, this paper puts forward some countermeasures, such as improving the originality of content, encouraging personalized creative thinking, developing unique perspectives and story lines, enriching the forms of ex pression, deeply understanding and meeting the needs of the target audience, and expanding the application boundary of technology. Through the implementation of these countermeasures, it aims to promote the innovation and development of short video advertising content, improve the advertising effect, enhance the user experience, and provide strong support for brand marketing. The research results of this paper have certain guiding significance and reference value for the healthy development of short video advertising industry.
Key words: short video advertising; content innovation; target audience; technology application; personalized creation
目录
摘要 1
Abstract 2
一、绪论 4
1.1 研究背景和意义 4
1.2 国内外研究现状 4
二、相关理论概述 4
2.1 短视频广告的定义与特点 4
2.2 广告创意理论 5
三、短视频广告内容创新不足的问题分析 5
3.1 缺乏原创性的内容 5
3.2 表现形式单一 6
3.3 忽视目标受众的需求 6
3.4 技术应用的局限性 7
四、应对短视频广告内容创新不足的对策 8
4.1 提升内容的原创性 8
4.1.1 鼓励个性化创作思维 8
4.1.2 开发独特视角和故事线 8
4.2 丰富表现形式 9
4.2.1 多样化视觉元素的运用 9
4.2.2 探索多元叙事结构 9
4.3 深入了解并满足目标受众需求 9
4.3.1 精准分析受众偏好 9
4.3.2 增强互动体验设计 10
4.4 拓展技术应用边界 10
4.4.1 引入先进特效与编辑软件 10
4.4.2 融合最新科技趋势 11
五、 结论 11
参考文献 13
摘要
随着互联网技术的迅猛发展和智能设备的普及，短视频平台以其独特的魅力和广泛的用户基础，成为了品牌营销的重要阵地。然而，随着市场竞争的日益激烈，短视频广告领域逐渐暴露出内容创新不足的问题。传统广告模式在短视频平台上的简单复制和堆砌，导致用户审美疲劳，广告效果大打折扣。同时，广告主在追求短期效益的过程中，往往忽视了目标受众的个性化需求和情感共鸣，进一步加剧了内容创新的困境。因此，本文针对当前短视频广告内容创新不足的问题，通过文献综述、案例分析和实证研究等方法，系统分析了缺乏原创性内容、表现形式单一、忽视目标受众需求以及技术应用局限性等主要原因。在此基础上，本文提出了提升内容原创性、鼓励个性化创作思维、开发独特视角和故事线、丰富表现形式、深入了解并满足目标受众需求以及拓展技术应用边界等对策。通过这些对策的实施，旨在推动短视频广告内容的创新与发展，提升广告效果，增强用户体验，为品牌营销提供有力支持。本文的研究成果对于短视频广告行业的健康发展具有一定的指导意义和参考价值。
关键词：短视频广告；内容创新；目标受众；技术应用；个性化创作
Abstract
With the rapid development of Internet technology and the popularization of intelligent devices, the short video platform has become an important front of brand marketing with its unique charm and extensive user base. However, with the increasingly fierce market competition, the field of short video advertising has gradually exposed the problem of insufficient content innovation. The simple copying and piling of traditional advertising mode on the short video platform leads to users' aesthetic fatigue and greatly reduced advertising effect. At the same time, in the process of pursuing short-term benefits, advertisers often ignore the personalized needs and emotional resonance of the target audience, which further aggravates the dilemma of content innovation. Therefore, in view of the lack of innovation of short video advertising content, this paper systematically analyzes the main reasons for the lack of original content, the single form of ex pression, the neglect of target audience needs and the limitations of technology application through literature review, case analysis and empirical research. On this basis, this paper puts forward some countermeasures, such as improving the originality of content, encouraging personalized creative thinking, developing unique perspectives and story lines, enriching the forms of ex pression, deeply understanding and meeting the needs of the target audience, and expanding the application boundary of technology. Through the implementation of these countermeasures, it aims to promote the innovation and development of short video advertising content, improve the advertising effect, enhance the user experience, and provide strong support for brand marketing. The research results of this paper have certain guiding significance and reference value for the healthy development of short video advertising industry.
Key words: short video advertising; content innovation; target audience; technology application; personalized creation
目录
摘要 1
Abstract 2
一、绪论 4
1.1 研究背景和意义 4
1.2 国内外研究现状 4
二、相关理论概述 4
2.1 短视频广告的定义与特点 4
2.2 广告创意理论 5
三、短视频广告内容创新不足的问题分析 5
3.1 缺乏原创性的内容 5
3.2 表现形式单一 6
3.3 忽视目标受众的需求 6
3.4 技术应用的局限性 7
四、应对短视频广告内容创新不足的对策 8
4.1 提升内容的原创性 8
4.1.1 鼓励个性化创作思维 8
4.1.2 开发独特视角和故事线 8
4.2 丰富表现形式 9
4.2.1 多样化视觉元素的运用 9
4.2.2 探索多元叙事结构 9
4.3 深入了解并满足目标受众需求 9
4.3.1 精准分析受众偏好 9
4.3.2 增强互动体验设计 10
4.4 拓展技术应用边界 10
4.4.1 引入先进特效与编辑软件 10
4.4.2 融合最新科技趋势 11
五、 结论 11
参考文献 13
