The Impact of Short-Form Video Platform Content Marketing on Consumer Behavior and Strategic Research
Year: 2025
Type: article
Abstract: This article examines the impact of content marketing on consumer behavior within short-form video platforms (SFVPs) in the digital era and explores how content creators can enhance their competitiveness. It analyzes the current marketing landscape of mainstream SFVPs (e.g., Douyin, Kuaishou, Xiaohongshu), highlighting their differentiated characteristics in user profiling, content ecosystems, distribution logic, and commercialization pathways. It also details platform-specific formal features such as content fragmentation, vertical screen format, strong visual impact, and high interactivity. Concurrently, the study identifies challenges including content homogenization, supply oversaturation, and singular monetization models, alongside opportunities presented by AI and VR technologies. Factors influencing consumer behavior encompass content quality, content creator influence, and platform interactivity. Based on insights into consumer behavior, strategic recommendations include enhancing content creation quality, precisely targeting audiences, and strengthening collaboration with creators and users.
Author: Mengyi Li
Institution: Harbin University of Science and Technology
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4414478011
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