The Impact of Short-Form Video Platform Content Marketing on Consumer Behavior and Strategic Research

Mengyi Li

doi:10.54254/2754-1169/2025.CAU27166

Advances in Economics, Management and Political SciencesOpen access

The Impact of Short-Form Video Platform Content Marketing on Consumer Behavior and Strategic Research

Research Article

Open Access

The Impact of Short-Form Video Platform Content Marketing on Consumer Behavior and Strategic Research

Mengyi Li ^1*

¹ Harbin University of Science and Technology

^*Corresponding author: 3248537514@qq.com

Published on 24 September 2025

AEMPS Vol.218

ISSN (Print): 2754-1177

ISSN (Online): 2754-1169

ISBN (Print): 978-1-80590-385-7

ISBN (Online): 978-1-80590-386-4

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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.

Keywords:

Content Marketing, Consumer Behavior, Short-Form Video Platforms

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References

[1]. CHEN Junjun. June 30, 2025 [Jiefang Daily, (Page 11)].

[2]. TANG Yan. 2023 The Impact of Short Video Content Marketing on Consumers' Online Purchase Intention Based on Grounded Theory. China Business and Market.

[3]. TAN Xueying. 2024, Research on Kuaishou Short Video's Competitive Strategy. Time-Honored Brand Marketing.

[4]. MA Jie. 2024 Research on Creator Revenue Sharing and Content Monetization Models in Online Marketing Content Platforms. China Industry & Economy.

[5]. SONG Xiangqi, 2024 ZHENG Shuhan. Media Imagery: The Aesthetic Expression for Enhancing News Short Video Content Quality. Southeast Communication.

[6]. DENG Xin. , 2020 The Veiled Dimension of Emotion: Interpretation of Randall Collins' Interaction Ritual Chains Theory. Journalism Review.

References

[1]. CHEN Junjun. June 30, 2025 [Jiefang Daily, (Page 11)].

[2]. TANG Yan. 2023 The Impact of Short Video Content Marketing on Consumers' Online Purchase Intention Based on Grounded Theory. China Business and Market.

[3]. TAN Xueying. 2024, Research on Kuaishou Short Video's Competitive Strategy. Time-Honored Brand Marketing.

[4]. MA Jie. 2024 Research on Creator Revenue Sharing and Content Monetization Models in Online Marketing Content Platforms. China Industry & Economy.

[5]. SONG Xiangqi, 2024 ZHENG Shuhan. Media Imagery: The Aesthetic Expression for Enhancing News Short Video Content Quality. Southeast Communication.

[6]. DENG Xin. , 2020 The Veiled Dimension of Emotion: Interpretation of Randall Collins' Interaction Ritual Chains Theory. Journalism Review.

Cite this article

Li,M. (2025). The Impact of Short-Form Video Platform Content Marketing on Consumer Behavior and Strategic Research. Advances in Economics, Management and Political Sciences,218,10-16.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

About volume

Volume title: Proceedings of ICEMGD 2025 Symposium: Resilient Business Strategies in Global Markets

ISBN: 978-1-80590-385-7(Print) / 978-1-80590-386-4(Online)

Editor: Florian Marcel Nuţă Nuţă, Li Chai

Conference website: https://2025.icemgd.org/CAU.htm

Conference date: 20 September 2025

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.218

ISSN: 2754-1169(Print) / 2754-1177(Online)

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