The Research on the Marketing Strategies of Bloggers in the Beauty Field of China's Social Media Platform Douyin

Abstract

With the continuous development of the short video platform, the fragmented reading experience has given the audience a great attraction, and the number of active users has continued to soar. As a consequence, the marketing site of the beauty industry is gradually shifting to the short video platform represented by the Douyin platform and has formed a marketing field with the Douyin beauty make-up KOL as the core. By virtue of the fragmented communication nature of the short video platform, the major beauty bloggers use the unique promotions algorithm of short video platforms such as Douyin to attract a large number of traffic and gain a large number of fans in a short period of time. The professionalism of beauty bloggers and their super high business liquidity bring great economic value to the promotion of beauty products. This study takes the beauty bloggers of the Douyin short video platform as the research object and uses the observation method and content analysis method to explore the marketing modes of the beauty bloggers in Douyin, and to explore the causes, problems and the impact on the beauty industry. This research provides ideas for the marketing strategies of beauty bloggers on the short video platform, hoping to help the beauty industry develop better.