Analysis of Replicability of Popular Short Videos: Case from “Dian Di La Hai” in Tiktok

Abstract

With the expansion of the Tiktok platform in China and the increase of the number of public users, in a short time, how to make better advantage of the Tiktok platform to achieve the output of high-quality short video content, build an excellent public image and promote its social promotion has become an essential bottleneck for brands to achieve widespread communication and marketing profit. Only by breaking these barriers can we help brands and enterprises, especially the relatively weak SMEs, obtain double success in both media communication and publicity and marketing. This essay adopts the case analysis method to analyze the replicability of popular short videos based on their marketing strategies and content output to provide inspiration and measures for relevant stakeholders. Although the research and analysis have certain limitations and need to be continuously improved in the future, it still has constructive research suggestions for the promotion and marketing of short videos on the Tiktok platform in the short term.