The Influence of Short Video Content Marketing on Douyin Platform on Consumers’ Purchase Intention

Abstract

With the rise of short video platforms, more and more functions can be achieved through short videos. Short video content marketing, as a new marketing paradigm in the digital age, is a cost-effective and efficient marketing approach. Short video platforms are becoming increasingly close to consumers’ lives, profoundly influencing their shopping intentions and methods. This paper deeply discusses the characteristics of Tiktok, China’s leading short video platform, analyzes the current situation of Tiktok’s short video content marketing, discusses its content marketing characteristics, discusses the challenges of short video marketing at this stage, and accurately identifies the existing difficulties. At the theoretical level, it aims to provide new ideas and methods for brands in short video marketing. At the practical level, with precise user insights as the core, diversified content matrices as the means, and the construction of a closed-loop strategy of “brand and performance synergy” as the core, marketing recommendations are proposed for brand owners.