The Attention Economy as a High-speed Game: Traffic Capture through Entertainment Event Marketing on Short Video Platforms

DOI

10.2991/978-94-6463-874-5_126How to use a DOI?

Keywords

Attention Economy; Short Video Platforms; Entertainment Event Marketing; Traffic Capture

Abstract

In an era marked by information explosion and rapid advances in internet technologies, the attention economy has emerged as a dominant paradigm, with attention becoming a critical resource in the new digital economy. Short video platforms, driven by personalized recommendation algorithms and interactive social features, have adopted “traffic is king” as their core strategic principle. These platforms increasingly rely on entertainment event marketing to compete for user attention. However, in the context of fierce competition, they face mounting challenges such as fragmented user attention and severe content homogenization. Consequently, how to effectively capture and continuously convert traffic has become an urgent issue requiring systematic study. Based on an analysis of attention economy theory, platform operation mechanisms, and existing research on entertainment event marketing, this paper investigates the current landscape of entertainment event marketing on short video platforms. It examines the challenges of diminished user attention, content redundancy, and emotional fatigue. Furthermore, the study explores the role of entertainment event marketing in promoting user engagement and platform stickiness, and proposes traffic capture strategies including hotspot tracking, content innovation, and multi-channel integration. The findings aim to provide both theoretical insights and practical guidance for enhancing the traffic competitiveness of short video platforms.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Ruihan Yang
PY  - 2025
DA  - 2025/11/03
TI  - The Attention Economy as a High-speed Game: Traffic Capture through Entertainment Event Marketing on Short Video Platforms
BT  - Proceedings of the 2025 International Conference on Financial Innovation and Marketing Management (FIMM 2025)
PB  - Atlantis Press
SP  - 1100
EP  - 1109
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-874-5_126
DO  - 10.2991/978-94-6463-874-5_126
ID  - Yang2025
ER  -