1 Introduction

In today's rapidly digitalizing era, brand communication has shifted from traditional media to new media, particularly short video platforms. These platforms provide unprecedented opportunities for brand communication through their unique interactivity and extensive user base. However, this shift is not without challenges. In the new media environment, consumer attention is more fragmented, and the competition for brand information is more intense. Meanwhile, influencers, as a crucial part of new media, differ from traditional advertising spokespeople in that they can establish more authentic and intimate relationships based on resonance rather than one-way information transmission, significantly changing the interaction mode between brands and consumers. This paper explores how brands can effectively adjust their communication strategies using the influencer ecosystem to maintain their market competitiveness and achieve commercial success. By analyzing the impact of short videos and the influencer ecosystem, this research aims to reveal how brands can stand out in a competitive market through innovative strategies.

1 Overview of the New Media Environment

2.1. Definition and Characteristics of New Media

New media generally refers to media forms accessed through computers, smartphones, and other digital devices, including social networks, blogs, podcasts, short videos, and various other online platforms. Its main features include high interactivity and participation, where users are not just receivers of content but also creators and disseminators. Moreover, the transmission of information through new media is characterized by its high speed and wide reach, capable of instantaneously delivering messages to millions of users worldwide.

2.2. Rise and Development of Short Video Platforms

Short video platforms such as TikTok, Kuaishou, and Douyin have become some of the most influential platforms in the new media environment. These platforms attract a large number of users, especially the younger generation, with their unique video content formats. Short videos are not just a means of entertainment; they offer a new perspective for observing and understanding the world, and have become a significant channel for interaction between brands and consumers. The main development trends of these platforms include the use of algorithms to recommend personalized content, enhanced social interaction features, and providing richer tools for user-generated content [1].

2 Formation and Characteristics of the Influencer Ecosystem

3.1. Definition and Classification of Influencers

Influencers, also known as influence marketers, are individuals who have a large following on social media platforms and can affect their followers' purchasing decisions. Depending on the size of their influence and their focus areas, influencers can be categorized into several types: super-influencers, micro-influencers, and niche/vertical influencers. Super-influencers generally have a broad cross-domain influence, attracting millions or even tens of millions of followers; micro-influencers typically focus on specific market niches, although they have fewer followers, they possess high engagement and influence; niche/vertical influencers focus on specific industries, such as beauty, health, or technology [2].

3.2. Business Model of the Influencer Ecosystem

The business model of the influencer ecosystem involves multiple levels, including content creation, advertising integration, brand collaboration, and merchandise sales. In this model, influencers not only act as content creators but also as promoters of brands and sellers of products. They integrate advertising seamlessly into their content, thereby subtly influencing their audience. Moreover, many influencers also directly engage in merchandise sales through live streaming, affiliate links, or launching their own brands, thus maximizing their commercial value.

3 Influence of the Influencer Ecosystem on Brand Communication

4.1. Enhancing Brand Awareness

In the new media environment, influencers serve as a crucial medium for brand communication, possessing a unique influence that makes them powerful tools for enhancing brand awareness. Influencers often have a large number of loyal followers who are open to and influenced by their recommendations for brands or products. When influencers share or recommend a brand, their statements are often perceived as a direct reflection of personal experience, thus lending a seemingly non-commercial, more authentic quality to these endorsements [3].

This form of promotion based on personal trust offers significant advantages for brands. Compared to traditional advertising, influencer endorsements can reach the target audience more directly. This combination of affinity and trust can greatly stimulate the interest of potential consumers. For instance, when a popular fashion blogger recommends a new makeup product, their followers are not only interested in the product because they trust the blogger's taste but may also make a purchase to emulate their idol.

Moreover, influencers' impact is not limited to a single platform; they typically are active across multiple social media platforms, such as Instagram, YouTube, or Weibo. This multi-platform coverage further broadens the spread of brand messages and enhances the overall market visibility of the brand. Therefore, by collaborating with influencers, brands can not only quickly enhance their awareness but also build a strong brand image across various markets and consumer groups, thereby standing out in the competition.

4.2. Changing Consumer Behavior

The influencer ecosystem has a profound impact on consumer behavior, particularly in the process of information acquisition and decision-making. In the new media environment, consumers are more frequently exposed to evaluations and recommendations by influencers, which become significant factors influencing their purchasing decisions. Influencers help guide consumer purchasing intentions by demonstrating product use or sharing personal insights, thus providing a direct basis for consumers to judge the value and utility of products [4].

As social media platforms enhance interactivity, the interaction between consumers and influencers has also become more frequent and in-depth. This interaction is not limited to traditional comments or likes but extends to real-time Q&A sessions, live shopping, and more. For example, during live broadcasts, influencers can immediately answer viewers' questions, explain product features, and even demonstrate how the products are used, which greatly shortens the consumer decision-making time and enhances the emotional motivation behind purchasing behaviors.

These changes compel brands to adjust their market strategies to better adapt to new consumer purchasing behaviors. Brands need to enhance interaction with consumers, utilize social media features such as real-time interaction segments, and hold online events to increase consumer engagement and brand loyalty. Additionally, brands must provide more personalized and emotional marketing content, such as through story-driven content marketing strategies, to let consumers feel the unique value proposition of the brand, thereby effectively guiding their emotions and purchasing decisions. This strategic shift not only meets consumer needs but also gives brands a competitive edge in a fiercely competitive market.

4 Brand Communication Strategies in the New Media Environment

4.1. Innovation in Content Marketing

In the new media environment, it is crucial for brands to adopt a series of innovative strategies to adapt to the opportunities and challenges presented by the influencer ecosystem. First and foremost, innovation in content marketing is essential. Brands should strive to create high-quality, original content that has unique appeal and enhances emotional connections with consumers through storytelling. Additionally, short videos, as a popular content format, serve as an ideal medium for brands to convey their stories due to their concise and impactful narrative style. This format not only increases brand visual exposure but also effectively communicates core messages in a brief period, thus strengthening brand recognition among consumers [5].

4.2. Optimizing Communication Effects through Data Analysis

Data analysis provides brands with the possibility of precise marketing. By integrating analysis tools available on new media platforms, such as tracking pixels and data dashboards, brands can collect and analyze vast amounts of data on consumer behavior and feedback [6]. This data helps identify consumer preferences and behavioral patterns and guides brands in making more refined adjustments in market positioning and product promotion. For example, brands can use data analysis to adjust the timing and type of content in their advertisements, optimize the allocation of advertising budgets, and significantly enhance the effectiveness and return on investment of marketing activities.

4.3. Establishing Partnerships with Influencers

Finally, partnerships with influencers are an indispensable strategy in the new media environment. Selecting influencers who align with the brand’s values and market positioning as partners can strengthen the effective delivery of brand messages and market impact. During the collaboration, brands need to maintain close communication with influencers to ensure the quality and consistency of the communicated content. By setting clear partnership objectives and evaluation criteria, brands can monitor and assess the effectiveness of each collaboration in real-time, ensuring that each partnership generates the maximum commercial value. This strategy not only leverages the personal influence of influencers but also greatly enhances the connection between brands and consumers through personalized interaction and content innovation [7].

5 Conclusion

In the new media environment, brand communication strategies must evolve to meet the continuously changing market demands. This paper explored how the influencer ecosystem affects brand-consumer interactions, providing innovative strategies for brands to perform effectively on new media platforms. Through carefully designed content marketing, precise data analysis, and strategic collaborations with influencers, brands can not only enhance their market presence but also deepen consumer engagement and loyalty. Implementing these strategies helps brands gain a competitive advantage in the market by creating a more personalized and interactive brand experience, addressing the rapid changes in consumer behavior and diverse market trends. Therefore, brands must continually innovate and adjust their communication strategies to ensure a stable position in the surge of new media and achieve sustained commercial success.