Trend vývoje marketingu krátkých videí na základě Tiktok

Background: With the emergence and splash of short video platforms on social media, the short-form video marketing model has attracted the attention of many brands. While TikTok is a new social media based on user-generated short videos, short video marketing is still unfamiliar to many marketers about how to use the high exposure of short video platforms to convert attention to brands for the purpose of promoting brand marketing. Purpose: The purpose of this study was to explore the reasons behind users' love for short videos and their perceptions of short video marketing on TikTok, and based on these motivations to help marketers better leverage the short video platform for marketing purposes. Methodology: This study used a combination of quantitative and qualitative research. Quantitative research was used to obtain a sufficient number of samples for this study. Qualitative research, on the other hand, helps this study to obtain in-depth user perceptions so that the authors can analyze the deeper logic and reasons why users prefer to use short video platforms. Hypothesis: The younger generation is generally more tolerant and accepting of things, and they spend a lot of time each day watching short videos on TikTok. Therefore this study assumes that users are receptive to short video marketing on TikTok. It is just that the mode and content of short video marketing are not attractive enough to promote the purchase behavior of users.