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

Taking “Wen Genie” as an Example

DOI

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.

Download article (PDF)

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  -