Short-Video Marketing: Unraveling the Secrets of Engaging Online Audiences
DOI:
https://doi.org/10.61173/72zvvj93Keywords:
Ecommerce opportunities, Target audience, One-size-fits-all, Technological industrialization, Diversi-fied Consumer Interests and PreferencesAbstract
This article analyzes how short-video platforms in China, Japan, and South Korea leverage AI-driven algorithms and cultural insights to engage users and drive ecommerce. Through comparative case studies of Douyin (TikTok), Japan’s AI-integrated campaigns, and South Korea’s K-pop synergy, we reveal how these platforms decode user preferences through behavioral data (clicks, likes, shares) to deliver hyper-personalized content. While all three countries prioritize algorithmic customization, their technological infrastructures and cultural values create divergent approaches—China’s scale-driven ecommerce integration, Japan’s precision storytelling, and South Korea’s cultural export machinery. The paper concludes with ethical considerations and sustainability challenges amplified by short-video marketing’s global growth.
References
[1] Chen, L., & Wang, Y. (2022). Algorithmic marketing in Chinese short-video platforms. Journal of Digital Commerce, 15(3), 45–67. https://doi.org/10.1016/j.jdc.2022.03.002
[2] Tanaka, H. (2023). AI-driven innovation in Japanese media. Technology & Society, 8(1), 112–130.
[3] Kim, S., & Park, J. (2021). K-pop’s global influence on social media marketing. Cultural Marketing Review, 19(4), 88–105.
[4] Zhang, Q. (2020). Platform segmentation strategies in China’s short-video market. Media Asia, 47(2), 76–89.
[5] Statista.(2023).Live-streaming e-commerce revenue in China 2019–2023. https://www.statista.com/statistics/1127636/chinalive-streaming-e-commerce-gmv
[6] Ito, M. (2022). AI applications in Japanese retail marketing. Journal of Consumer Technology, 14(2), 33–50.
[7] Nakamura, R. (2021). Cultural narratives in Japanese cosmetic advertising. Asian Marketing Studies, 12(3), 155–170.
[8] Lee, H. (2023). BTS and Hyundai: A case study of K-popdriven brand engagement. Global Marketing Journal, 9(1), 22–40.
[9] Choi, M. (2022). Micro-influencers and viral short dramas: A Naver TV case. Digital Media Asia, 6(4), 101–118.
[10] Tencent Research Institute. (2023). Douyin user engagement and retention report. https://research.tencent.com/douyin-2023
[11] European Commission. (2022). Ethical guidelines for AI- driven marketing practices. https://digital-strategy.ec.europa.eu/ en/policies/ai-ethics-marketing
[12] Liu, X. (2021). Guochao trends on Xiaohongshu: National identity in Chinese digital marketing. China Media Research, 17(2), 44–59.
[13] . Yunnan Coffee Collective. (2023). Dialect-driven marketing: A case study of regional retention rates [Market analysis report]. Kunming, China: Yunnan Agricultural Bureau.
[14] . Dior China. (2023). Luxury livestream sales: Collaboration with Key Opinion Leaders [Corporate report]. Shanghai, China: LVMH Group.
[15] . Xiaohongshu Research Team. (2023). The impact of usergenerated content on SME sales growth [Platform white paper]. https://www.xiaohongshu.com/research/ugc-sme-2023
[16] . Shiseido Global Innovation Lab. (2024). AI-driven seasonal campaigns: Sakura lipstick case study [Press release]. https://www.shiseido.com/news/sakura-ai-2024
[17] . Uniqlo AI Research Center. (2023). Consumer engagement with virtual influencers: A Japan-focused study [Technical report]. Tokyo, Japan: Fast Retailing Co.
[18] . HYBE Entertainment. (2023). TikTok as a K-pop marketing tool: BTS choreography teaser analytics [Investor report]. Seoul, South Korea: HYBE Corporation.
[19] . Naver Webtoon Analytics Team. (2023). Cross-platform engagement: “Yumi’s Cells” short-video adaptations [Internal report]. Seoul, South Korea: Naver Corp.
[20] . Lawson AI Marketing Division. (2024). Dynamic ad generation for weather-responsive promotions [Case study]. Tokyo, Japan: Lawson Inc.
[21] . Tokyo University Ethics Committee. (2023). AI-curated beauty standards and mental health impacts on adolescents [Research preprint]. https://www.u-tokyo.ac.jp/ethics/ preprints-2023
[22] . Muji Digital Innovation Lab. (2023). QR code integration in offline-to-online AR campaigns [Brand activation report]. Osaka, Japan: Ryohin Keikaku Co.
[23] . Mujoshin Sustainability Team. (2023). Micro-influencer networks and cost-effective eco-marketing [Sustainability report]. Kyoto, Japan: Mujoshin Ltd.
[24] . Douyin E-Commerce Division. (2023). 2023 Gross Merchandise Volume (GMV) and platform growth metrics [Financial report]. Beijing, China: ByteDance Ltd.
[25] . China Internet Watch. (2023). Algorithmic bias in shortvideo content distribution: Urban vs. rural disparities [Industry report]. https://www.chinainternetwatch.com/reports/algorithmbias-2023
[26] . Xiaohongshu Green Initiative. (2023). #GreenHaul: Reducing packaging waste in livestream e-commerce [ESG report]. https://www.xiaohongshu.com/esg/greenhaul-2023
Downloads
Published
Issue
Section
License
Copyright (c) 2025 by the authors.
This work is licensed under a Creative Commons Attribution 4.0 International License.
