Research on Viral Communication of New Media Based on Online Social Network

With the rise and growth of new internet media, online video is more and more favored by netizens. The influence of video media has been continuously strengthened, and the online video marketing market has made great progress in recent years. In addition, due to the relatively loose network supervision environment, the creative space of online video advertising is also broader. With the dual advantages of TV advertising and online advertising, online video advertising has significant marketing advantages. As a relatively new form of online advertising, online video advertising has been integrated into the lives of netizens, and viral online video advertising is a strong representation of online video advertising. Different from previous advertisements, viral video advertisements require audience to spread to others after watching, and spread the advertisements to a wider range. Therefore, it has high requirements for audience participation. This paper analyzes the structure of new media communication in the online social network environment, and discusses the characteristics of high viral transmission of new media video backbone.