Short Video Marketing in the Algorithmic Era

DOI

10.2991/978-2-38476-609-3_7How to use a DOI?

Keywords

Algorithmic Technology; Marketing Methods; Ethical Issues; Privacy Protection

Abstract

This article mainly discusses marketing methods for selling goods in the wave of short videos, especially Douyin. Driven by algorithmic technology, marketing tends to fall into the categories of content marketing, precision marketing, and interactive marketing. These marketing methods not only facilitate consumption but also reshape consumers’ habits and decision-making patterns. A representative case is short-video-based marketing, which not only boosts consumption efficiency but also reshapes the decision-making rhythm and consumption structure of consumers. Especially driven by AIGC, the new structure of smart media marketing has undergone new ecological changes. The application of AIGC technology in short video marketing has also led to a continuous emergence of ethical concerns such as algorithmic bias, information authenticity, and user privacy protection. In the Internet age, it is not only necessary for platforms to optimize their structure and promote the formation of a new marketing loop, but also for them to solidify their own responsibilities, and for consumers to enhance their data literacy, address the complex problems embedded in algorithms and ultimately find a sustainable development path for short video marketing in the algorithmic age.

Copyright

© 2026 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  - Qiyuan Feng
PY  - 2026
DA  - 2026/09/04
TI  - Short Video Marketing in the Algorithmic Era
BT  - Proceedings of the 2026 3rd International Conference on Public Relations and Media Communication (PRMC 2026)
PB  - Atlantis Press
SP  - 59
EP  - 68
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-609-3_7
DO  - 10.2991/978-2-38476-609-3_7
ID  - Feng2026
ER  -