Short Video Platform Advertising Marketing Ideas and Logic--Taking KANS as an Example
Abstract
With the rapid rise of mobile Internet, short video platforms have captured massive user attention. In 2023, short video users exceeded 750 million, shifting advertising revenue from traditional to new media. Short video marketing, with its rich content and immersive experiences, has become crucial for brand promotion. Young users' creativity is pivotal, and short video ads blend seamlessly with content to enhance brand recognition. However, challenges still exist. Content homogenization, low user participation may impact brand loyalty. Ad effectiveness should be evaluated properly. This paper examines KANS's short video marketing, highlighting strategies like "short drama + advertising," and addressing issues through creative planning and interactive engagement. KANS's success, aided by precise audience targeting and innovative tactics, demonstrates the potential of short video advertising. However, continuous improvement in content uniqueness, user engagement, and data-driven evaluation is necessary for sustained effectiveness. The study provides suggestions for brands to optimize their short video marketing strategies, ensuring alignment with user needs and market dynamics.
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