A Rising Marketing Star – A Study into Douyin Marketing

Abstract

Short video platforms available in the current market are no longer only a tool for entertainment, but also for the purpose of marketing. The study specifically focuses on first analyzing the status of Douyin in the industry. Based on knowledge acquired from academic readings and news articles about different product advertisements on Douyin, as well as practical experiments done on Douyin, the study analyzes both the deficits and advantages of launching advertisements on Douyin. Beyond those, the study brings up advice on how different advertisements should be launched on Douyin for the marketing industry.