Proceedings of the 2022 International Conference on Comprehensive Art and Cultural Communication (CACC 2022)

The Effectiveness of Communication and Marketing Strategy of Chinese Short Video Platform Douyin

Taking “Wen Genie” as an Example

Authors
Yunshan Duan1, *
1Tianjin TEDA Maple Leaf International School, Tianjin, 300457, China
*Corresponding author Email: 3232912246@qq.com
Corresponding Author
Yunshan Duan
Available Online 14 May 2022.
DOI
https://doi.org/10.2991/assehr.k.220502.020How to use a DOI?
Keywords
Marketing Strategy; Internet Celebrity; Douyin; China
Abstract

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.

Copyright
© 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.

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Volume Title
Proceedings of the 2022 International Conference on Comprehensive Art and Cultural Communication (CACC 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
14 May 2022
ISBN
978-94-6239-576-3
ISSN
2352-5398
DOI
https://doi.org/10.2991/assehr.k.220502.020How to use a DOI?
Copyright
© 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  - https://doi.org/10.2991/assehr.k.220502.020
ID  - Duan2022
ER  -