【Abstract】With the rapid popularization of mobile intelligent terminals，we have entered the new media era.In this context，short videos based on mobile terminals came into being.The development of new media，enriched the advertising content，innovative forms of advertising，And short video as a product of the development of new media，The role of advertising is becoming more and more obvious.

【Key words】New media、Short video、Advertisement、New trend、Innovate

1、The concept of short video

Short video is a term defined by length of time.Its "short" is compared with "long"，the duration is generally more than 5 seconds and less than 5 minutes.Its content structure is generally based on humorous trends，hot spots and creativity.①It can enable the audience to obtain the key elements of information in a short time，thus，it is more conducive to the dissemination of video.

2、Advertising effect on short video platform

In the context of mobile internet，short video has emerged as a new means of communication，and the combination of the two has opened up a new path for the dissemination of advertisements.②In the context of mobile internet，short video has emerged as a new means of communication，and the combination of the two has opened up a new path for the dissemination of advertisements.As a product of mobile internet，short video advertising has a wide audience，and has the characteristics of strong interaction and low cost. This emerging mode of communication is increasingly becoming the preferred and first choice for advertising.Short video is short in form，concise in content and highly interactive with the audience.On some social platforms，such as the platform of shaking，the account of short video has many fans，and the content of the release has higher attention. There is no doubt that their fans have a high degree of concern for the content of the advertisement in tiktok.In addition，it can be subdivided according to the audience at different levels. For example，within the audience group，targeted advertising and publicity can be carried out according to the different needs of the audience according to gender，age，occupation，region and education level，which has good advertising effect and high publicity efficiency.

3、Problems in advertising communication on short video platform

The rise of short video platform also brings new forms of advertising. There is a lack of innovation and serious homogenization in the advertising of short video platform. The author tiktok finds that most of the tiktok users are considered to be less innovative and homogenized. In order to "catch up with the fashion"，many businesses only want to spread quickly when making advertising publicity，do not pay attention to innovation in advertising production，and directly copy the hot advertising videos of other advertisers on major platforms. As a result，the short videos produced are different from the advertising commodities and actors，and the actors' dress，expression and background music，As like as two peas，the contents of almost all the short videos are almost the same. Coupled with algorithm recommendation，similar videos are continuously recommended to the same user，resulting in user aesthetic fatigue and wasting advertising resources.