The Effectiveness of Communication and Marketing Strategy of Chinese Short Video Platform Douyin
Taking “Wen Genie” as an Example
- 10.2991/assehr.k.220502.020How to use a DOI?
- Marketing Strategy; Internet Celebrity; Douyin; China
With the rise of short video in China, many Internet celebrities on short video platforms have become popular online figures, gathering a large number of fans. Douyin is one of China’s largest short video platforms, and Wen Genie is one of the most popular Internet celebrities on Douyin. This research explores the communication and marketing strategy of Wen Genie. The study finds that improving authenticity, teaching valuable beauty skills, and making good use of hot Internet events are the communication strategies of Wen Genie on Douyin platform. Innovative video content, bold and straightforward comments on products, and refusal to incite netizens to buy her products are the marketing strategies of Wen Genie on Douyin platform.
- © 2022 The Authors. Published by Atlantis Press SARL.
- Open Access
- This is an open access article distributed under the CC BY-NC 4.0 license.
Cite this article
TY - CONF AU - Yunshan Duan PY - 2022 DA - 2022/05/14 TI - The Effectiveness of Communication and Marketing Strategy of Chinese Short Video Platform Douyin BT - Proceedings of the 2022 International Conference on Comprehensive Art and Cultural Communication (CACC 2022) PB - Atlantis Press SP - 90 EP - 93 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.220502.020 DO - 10.2991/assehr.k.220502.020 ID - Duan2022 ER -