Proceedings of the 2025 5th International Conference on Enterprise Management and Economic Development (ICEMED 2025)

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Research on the Strategy of Realizing Revenue Under the Business Model of Short Video Platform -- Taking TikTok as an Example

Authors
Yutong Zhou1, *
1School of Economics and Management, Wuhan University, Wuhan, China
*Corresponding author. Email: 2022301042103@whu.edu.cn
Corresponding Author
Yutong Zhou
Available Online 14 August 2025.
DOI
10.2991/978-94-6463-811-0_40How to use a DOI?
Keywords
Business Model; Short Video Platforms; Transaction Promotion-based Monetization; Emotional Relationship-based Monetization
Abstract

Against the backdrop of the rapid development of short video websites, effectively monetizing traffic has become a significant challenge. This study selects the head-short video platform TikTok as an example, focusing on its monetization of and proposing improvement suggestions. The approaches of monetization are mainly divided into two types, transaction promotion-based monetization and emotional relationship-based monetization, each including information flow advertisements and e-commerce diversion advertisements, live-streaming sales, and live-streaming rewards. Through analysis, it was found that TikTok’s income structure is single and vulnerable to market and policy influences. Therefore, to further expand the market size and increase monetization, TikTok can optimize the advertising and traffic allocation mechanism, support small and medium-sized businesses, optimize the e-commerce ecosystem, and promote content innovation and diversified monetization.

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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Volume Title
Proceedings of the 2025 5th International Conference on Enterprise Management and Economic Development (ICEMED 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
14 August 2025
ISBN
978-94-6463-811-0
ISSN
2352-5428
DOI
10.2991/978-94-6463-811-0_40How to use a DOI?
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.

Cite this article

risenwbib
TY  - CONF
AU  - Yutong Zhou
PY  - 2025
DA  - 2025/08/14
TI  - Research on the Strategy of Realizing Revenue Under the Business Model of Short Video Platform -- Taking TikTok as an Example
BT  - Proceedings of the 2025 5th International Conference on Enterprise Management and Economic Development (ICEMED 2025)
PB  - Atlantis Press
SP  - 373
EP  - 380
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-811-0_40
DO  - 10.2991/978-94-6463-811-0_40
ID  - Zhou2025
ER  -