A Study of Persuasion Success Among Content Creators on Short Video Platforms: A Case Study of Douyin
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Abstract
Background and Aim: The rapid growth of short video platforms, particularly Douyin, has transformed digital media consumption and online commerce in China. Generation Z consumers, especially those aged 18–24, have become major contributors to the platform economy and live-stream marketing ecosystem. Despite the increasing influence of leading content creators, limited research has systematically examined the persuasive strategies underlying their success. This study investigates how top Douyin creators integrate Aristotle’s Modes of Persuasion—Ethos, Pathos, and Logos—with Acting Style Theory, including movement, diction, and emotion, to influence audience psychology and consumer behavior.
Materials and Methods: This study employed a qualitative case analysis approach focusing on the top five creators from Douyin’s 2024 live-stream sales rankings: Dong Yuhui, Jia Nailiang, Xinjiang Hetian Jade Lao Zheng, Cai Lei Breaking Ice Relay Station, and Luo Ge. Data sources included live-stream videos, short video content, user comments, likes, shares, media reports, and related academic literature. Thematic analysis was conducted using the combined frameworks of Aristotle’s persuasive modes and Acting Style Theory to identify patterns in communication and audience engagement strategies.
Results: The findings demonstrate that successful creators effectively combine credibility-building techniques, emotional storytelling, and logical product explanations with expressive performance styles. Ethos was strengthened through expertise and authenticity, while Pathos was reinforced through emotional narratives and audience interaction. Logos was reflected in data-driven product explanations and persuasive reasoning. Performance elements, including body movement, vocal expression, and emotionally charged diction, significantly enhanced viewer engagement and purchasing intention. Notably, knowledge-oriented content achieved conversion rates substantially higher than the industry average, indicating the effectiveness of integrated persuasive and performative strategies.
Conclusion: This study confirms that the synergy between persuasive communication and performative expression plays a critical role in shaping consumer engagement on short video platforms. The findings provide practical implications for content creators, marketers, and digital media practitioners seeking to optimize audience influence and commercial performance. Furthermore, the proposed analytical framework offers broader applicability for understanding persuasive strategies across global short video and live-stream commerce platforms.
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