Proceedings of the 2022 5th International Conference on Humanities Education and Social Sciences (ICHESS 2022)

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Marketing Strategies of Short Beauty Videos on Douyin

Authors
Qi Bao1, Xiaoke Ran2, *
1School of Art and Design, Tianjin Tianshi College, Tianjin, 300000, China
2School of Journalism and Culture Communication, Zhongnan University of Economics and Law, Wuhan, 430000, Hubei, China
*Corresponding author. Email: 1117410208@st.usst.edu.cn
Corresponding Author
Xiaoke Ran
Available Online 30 December 2022.
DOI
10.2991/978-2-494069-89-3_364How to use a DOI?
Keywords
Short beauty video; Content marketing; Communication strategy; Douyin
Abstract

Since the development of the short video industry, many vertical domains have been formed, and short beauty videos are one of the most important fields. Relying on their professional knowledge and approachable expression, many self-media bloggers focusing on creating short beauty videos have achieved success and become opinion leaders in the beauty field. However, in the commercialization process, there are also some undesirable phenomena, such as vulgarization of content and false propaganda. This study uses the method of literature collection, questionnaires, and case studies. It summarizes first-hand data of short beauty video users on Douyin through a survey and selects two representative self-media bloggers for analysis. It argues that the main content marketing methods diversify content production, strengthen fan stickiness through interactive ritual chains, and empower beauty brands with key opinion leader bloggers in reverse. This research proposes to promote the development of the short beauty video industry, in terms of innovating video content and style, building professional teams, and improving the supervision policies of platforms.

Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 5th International Conference on Humanities Education and Social Sciences (ICHESS 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
30 December 2022
ISBN
10.2991/978-2-494069-89-3_364
ISSN
2352-5398
DOI
10.2991/978-2-494069-89-3_364How to use a DOI?
Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Qi Bao
AU  - Xiaoke Ran
PY  - 2022
DA  - 2022/12/30
TI  - Marketing Strategies of Short Beauty Videos on Douyin
BT  - Proceedings of the 2022 5th International Conference on Humanities Education and Social Sciences (ICHESS 2022)
PB  - Atlantis Press
SP  - 3160
EP  - 3169
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-89-3_364
DO  - 10.2991/978-2-494069-89-3_364
ID  - Bao2022
ER  -