Marketing Strategies of Short Beauty Videos on Douyin
- 10.2991/978-2-494069-89-3_364How to use a DOI?
- Short beauty video; Content marketing; Communication strategy; Douyin
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.
- © 2022 The Author(s)
- Open Access
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Cite this article
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 -