Research on Interactive Design Optimization Mechanism of Short Video Advertising: A Cross-Platform Comparative Analysis Based on the Information Flow of Douyin and TikTok Challenges

Lingsa Dong

2025

Abstract

Short video advertisements, as the core carrier of digital marketing, have their interaction design directly influencing user engagement and the conversion effect of the advertisements. This article takes Douyin's information flow advertisements and TikTok's challenge campaigns as research objects, and through cross-platform comparative analysis, reveals the differences and optimization paths in interaction design between algorithm-driven advertisements and social viral advertisements. The research finds that Douyin's information flow advertisements rely on precise algorithmic recommendations but face user privacy concerns and the problem of information cocoons; TikTok's challenge campaigns achieve brand diffusion through UGC incentive mechanisms but have the shortcomings of low-quality content proliferation and broken conversion chains. Therefore, the interaction design of short video advertisements needs to balance algorithmic precision and social spread-ability.

Paper Citation

in Harvard Style

Dong L. (2025). Research on Interactive Design Optimization Mechanism of Short Video Advertising: A Cross-Platform Comparative Analysis Based on the Information Flow of Douyin and TikTok Challenges. In Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC; ISBN 978-989-758-778-8, SciTePress, pages 718-722. DOI: 10.5220/0014002400004916

in Bibtex Style

@conference{prmc25,
author={Lingsa Dong},
title={Research on Interactive Design Optimization Mechanism of Short Video Advertising: A Cross-Platform Comparative Analysis Based on the Information Flow of Douyin and TikTok Challenges},
booktitle={Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC},
year={2025},
pages={718-722},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014002400004916},
isbn={978-989-758-778-8},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC
TI - Research on Interactive Design Optimization Mechanism of Short Video Advertising: A Cross-Platform Comparative Analysis Based on the Information Flow of Douyin and TikTok Challenges
SN - 978-989-758-778-8
AU - Dong L.
PY - 2025
SP - 718
EP - 722
DO - 10.5220/0014002400004916
PB - SciTePress