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 rise of short video platforms, particularly Douyin (TikTok), has transformed digital media consumption and commerce in China, with Generation Z (ages 18–24) emerging as key drivers of its economy. Despite the growing influence of top content creators, existing research lacks a systematic analysis of their persuasive strategies. This study investigates how leading Douyin creators synergize Aristotle’s Modes of Persuasion (Ethos, Pathos, Logos) and Acting Style Theory (Movement, Diction, Emotion) to shape audience psychology and consumer behavior.
Materials and Methods: A qualitative case analysis was conducted on the top five creators from Douyin’s 2024 live-stream sales rankings: Time with Yuhui, Jia Nailiang, Xinjiang Hetian Jade Lao Zheng, Cai Lei Breaking Ice Relay Station, and Luo Ge. Data included video content, live-stream clips, user comments, likes, and shares supplemented by media reports and academic studies. Thematic analysis categorized findings using the dual frameworks of persuasive modes and performance styles.
Results: The findings reveal that successful creators strategically combine credibility-building with storytelling and data-driven logic, reinforced by expressive body language and verbal precision. For instance, knowledge-based content achieved a 12% conversion rate—more than double the industry average. Emotional narratives and urgency-driven diction significantly increased viewer engagement.
Conclusion: The findings offer strategic guidance for optimizing short video content, emphasizing the integrated use of persuasive and performative elements. Beyond Douyin, this framework applies to creators and marketers across global short video platforms. Future research should explore genre-specific strategies and cross-cultural adaptations in digital persuasion.
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