The Integration Communication Revolution of Short Video

Platforms: Innovative Approaches and Business Practices of TikTok

Marketing Strategies

Yang Cai

School of Economics, Management, and Law, The University of South China, Hengyang, Hunan 421001, China

Keywords: Integration Communication, Tiktok, Marketing.

Abstract: With the rapid development of mobile internet, short video platforms have become important vehicles for

information dissemination and commercial marketing. This study primarily employs the direct method,

utilizing the process tracing method in case study research to elaborate on the integrated communication

revolution of short video platforms. The theoretical contribution mainly lies in constructing a marketing

integrated communication model for short video platforms, providing a feasible path for enterprises, brands,

and marketing practitioners to optimize short video marketing strategies. Through this study, one can

understand the characteristics of the communication model transformation of short video platforms, significant

communication effects, and prominent commercial value. At the same time, short video platforms have become

an important force in communication. To achieve better communication effects, short video platforms need to

integrate various communication resources and continuously innovate content forms, communication

technologies, and business models to maintain a competitive edge in the fierce market competition.

1 INTRODUCTION

Currently, in the integration and communication

revolution of short video platforms, technological

innovation drives the continuous upgrading of media

forms, with the proliferation of mobile internet and

5G. By 2024, the number of mobile internet users in

China is expected to reach 1.24 billion, with 5G

network coverage extending to 98% of prefecture-

level cities, providing infrastructure support for real-

time creation, high-speed transmission, and smooth

viewing of short videos.

The proliferation of intelligent terminals and

algorithm optimization, such as the widespread use of

smartphones (with a penetration rate of over 97%), has

lowered the barriers to content creation. AI

recommendation algorithms (like TikTok's

"decentralized distribution") enable precise matching

of content with users, driving improvements in

information dissemination efficiency(Li,2025). This

has, in turn, sparked changes in user demands and

behavior patterns, with fragmented content

consumption habits such as the average daily use of

short video platforms exceeding 2.5 hours (according

to QuestMobile data for 2024). Short videos, with

their "short, flat, and fast" characteristics, are well-

suited to the fast-paced modern lifestyle, as well as the

shift from "viewing" to "participation." User-

generated content (UGC) accounts for over 80%, with

users deeply engaging in content production and

dissemination through filming, editing, and

interaction (such as challenges and duets). This has

also led to the continuous acceleration of commercial

value and industry integration, with advertising and

marketing models undergoing transformation and

upgrading: in 2024, the short video advertising market

exceeded 380 billion yuan, with brands achieving

"brand effectiveness integration" through information

flow ads, influencer collaborations, and live

commerce. For example, the Eastern Choice live

stream achieved a single-session GMV of over 100

million yuan, reshaping the sales channels for

agricultural products. The trend towards cross-

industry integration is becoming increasingly evident,

with short video platforms deeply integrating with e-

commerce (such as TikTok's e-commerce), local life

(cooperating with Meituan), education (knowledge

pay courses), and other fields, forming a "content +

service" closed loop. At the same time, short video

platforms have greatly promoted cultural exchange

Cai, Y.

The Integration Communication Revolution of Short Video Platforms: Innovative Approaches and Business Practices of TikTok Marketing Strategies.

DOI: 10.5220/0013840400004719

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 2nd International Conference on E-commerce and Moder n Logistics (ICEML 2025), pages 151-157

ISBN: 978-989-758-775-7

151

and communication and the increasing demand for

social governance, with cultural communication

carriers continuously innovating. Short videos have

become an important tool for the inheritance of

intangible cultural heritage (such as TikTok's

"Intangible Cultural Heritage Partner Program"

covering over 2000 intangible cultural heritage

projects) and rural revitalization (Kuaishou's "Happy

Village Leader Program")(Xiong,2024). Social

governance faces new challenges, with issues such as

fake information, algorithmic echo chambers, and

adolescent addiction becoming prominent, prompting

platforms and governments to cooperate in improving

content review mechanisms (such as the

comprehensive implementation of the "Youth

Mode").

This study primarily takes TikTok as an example,

employing the process tracing method to analyze the

integrated communication process of the TikTok

platform, including the innovative paths and

commercial practices of its marketing strategies. The

research approach follows a reference of theoretical

review and background analysis - TikTok

communication model analysis - marketing strategy

classification research - in-depth case analysis -

correlation between user behavior and marketing

effects - identification of problems and challenges -

innovation paths and development suggestions -

research summary and outlook. The content mainly

focuses on the characteristics and models of TikTok's

communication, the increasingly effective process of

TikTok's marketing model, the practical application

of TikTok marketing (in the fields of e-commerce and

cultural tourism marketing), as well as a summary and

outlook on the current state of research.

2 CHARACTERISTICS AND

COMMUNICATION MODEL OF

TIKTOK PLATFORM

The algorithmic recommendation logic and

communication mechanism of Tiktok are the core

driving forces of its content ecosystem, achieving

efficient content distribution through machine

learning and big data analysis. In terms of algorithmic

recommendation logic, Tiktok constructs a multi-

dimensional user profile based on user behavior data

(watching duration, likes, comments, shares, etc.),

basic information (age, gender, geographical

location), and social relationships (friend

interactions). It also analyzes the behavior of users

with similar interests to recommend content they

prefer (Zhao, Wu & Chen, 2025). Furthermore, it

extracts features such as video titles, tags, music, and

video quality, combining Natural Language

Processing (NLP) to identify keywords and match

user interest tags(Tan,2025). Additionally, high-

quality videos (such as those with high completion

rates and high interaction rates) are often given

priority in recommendations. The dynamic weights

and real-time feedback include core indicators such as

completion rate, 5-second completion rate, average

viewing duration, interaction rate (likes, comments,

shares), and fan retention rate. Tiktok also introduces

an "Interest Exploration Mechanism" to push a small

amount of cross-domain content based on user

preferences to expand their horizons and provides an

"Option to Turn Off Personalized Recommendations."

It also supplements content diversity through

mechanisms such as search, social sharing, and hot

lists (Li, 2025).

The dissemination mechanism includes the horse-

racing mechanism and traffic stratification. A dual

review mechanism is employed, utilizing machine

review to detect content duplication, violations (such

as exposure, prohibited words), and copyright issues.

It quickly filters through frame extraction and

keyword matching, and then human review is

conducted for suspected violations or high-risk

content (such as advertising marketing, dangerous

actions) for a secondary check. In terms of traffic

allocation, the platform uses a multi-level traffic pool

push, with the initial distribution mainly pushing

videos to the initial traffic pool (about 300-3000

views), including fans, nearby users, and tag-matched

users. Then, through the horse-racing mechanism,

based on the initial data performance (click-through

rate, completion rate, etc.), it is decided whether to

enter the next traffic pool, progressively increasing

exposure up to the level of millions or even hundreds

of millions. When traffic reaches its peak, video data

decline and recommendations stop, and popular

content may enter the human curation pool (Li, 2025).

The Tiktok algorithm achieves precise

recommendations of "a thousand faces for a thousand

people" through dynamic matching of user profiles,

content characteristics, and real-time feedback. Its

dissemination mechanism is data-centric, promoting

high-quality content to break through the circle

through the horse-racing mechanism and tag system.

However, algorithm transparency and content

diversity remain challenges that the platform needs to

balance. For creators, understanding the algorithm

logic (such as improving completion rates, optimizing

tags) is key to increasing exposure (Hu, 2025).

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3 THE USER CONTENT

PRODUCTION MODEL ON

TIKTOK

User-generated content (UGC) is primarily created by

ordinary users (such as students, office workers,

freelancers, etc.), small and medium-sized

businesses, and amateur creators. The creation

process mainly involves mobile phone shooting and

relies on Tiktok's built-in editing tools (such as

Jianying), special effects, filters, and music library to

complete. The main motivations for participation

include social sharing (recording life, expressing

individuality), entertainment interaction

(participating in popular challenges), and

monetization of traffic (through showcases, live

streaming for sales). The content covers daily life

(vlogs, food, pets), entertainment and humor (jokes,

imitations), talent displays (dancing, music covers),

and knowledge science (sharing personal

experiences). The duration is typically between 15-60

seconds, the content is straightforward and easy to

understand, aligning with the fast consumption habits

of the mobile internet era. It features fragmentation

and lightness, while also having strong social

attributes. Through features like "challenge," "duet,"

and "comment interaction," it fosters secondary

creation and social dissemination among users. UGC

contributes over 80% of the platform's content,

maintaining user activity and stickiness, serving as a

significant cornerstone of the platform's ecosystem.

Its low barrier to creation attracts a large number of

users, creating an "everyone creates" atmosphere,

driving the platform's organic growth, and resulting

in a traffic explosion (Hu, 2025).

Professional Generated Content (PGC) is

primarily composed of media organizations (such as

CCTV News, The Paper), film and television

production companies, professional MCN agencies,

vertical category influencers (like beauty bloggers,

tech bloggers), etc. Through team-based operations,

it encompasses the entire process of planning,

shooting, editing, and managing. Some use

professional equipment (such as cameras, lighting,

teleprompters) for creation. The monetization paths

mainly include advertising partnerships, brand

customization, knowledge payment, and live

streaming rewards, among others. The content

selection in this area is precise (such as industry

analysis, in-depth tutorials), and the production is

exquisite (high-quality video, dramatized scripts),

featuring characteristics of specialization and

refinement. It focuses on specific fields (such as

education, healthcare, automobiles), providing

systematic knowledge or solutions. At the same time,

through the creation of personas (like the family

comedy IP of "Crazy Little Brother"), user loyalty is

enhanced. PGC content enhances the depth and

diversity of platform content, attracts high-net-worth

users, and promotes the quality upgrade of the

platform. PGC content is also the primary

collaboration target for advertisers and brands,

supporting the commercial monetization of the

platform, thereby achieving a commercial closed

loop. Moreover, traffic levers like top PGC accounts

(such as "Zhang Classmate" and "Oriental Select")

can trigger phenomenon-level dissemination, driving

platform traffic growth (Ouyang & Dang, 2021).

Machine-generated content (MGC) provides

technical support through automatic editing software

(such as AI subtitles in Jianying, intelligent keying),

generative AI (such as Wen Sheng Tu, video

synthesis), and at the algorithmic application level,

content recommendation based on user behavior data,

as well as automated content distribution. Users can

simplify the creative process and engage in assisted

creation using AI tools. Platforms integrate public

materials (such as news, short video clips) through

algorithms to generate content, commonly seen in hot

news, film and video editing, etc. The use of MGC

content can lower the creative threshold, accelerate

content production, thereby improving efficiency to

some extent, and can also fill the gaps in timely

content (such as live events, breaking news) and long-

tail demands (such as niche knowledge Q&A) to

achieve scene coverage. However, it also faces

challenges such as copyright disputes and content

homogenization.

UGC (User-Generated Content), PGC

(Professional-Generated Content), and MGC

(Machine-Generated Content) work synergistically,

with UGC providing authenticity and community

vitality, PGC contributing professional value, and

MGC filling the gaps in efficiency and timeliness to

achieve content complementarity. The platform

further promotes the upgrade of UGC to PGC through

traffic support measures (such as the "Newcomer

Support Program"), while empowering UGC creation

with MGC tools to realize an ecological cycle.

Additionally, the platform's recommendation

mechanism distributes content of all three types based

on user profiles, forming a content matrix that

combines "mass appeal + vertical deepening + real-

time hot topics." Tiktok's content production model is

built upon UGC as the foundation, PGC as the

standard, and MGC as the engine, creating a content

ecosystem that is broad, deep, and timely. In the

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future, with the further penetration of AI technology,

MGC may evolve from an auxiliary tool to an

independent content production role, and the platform

will need to find a balance between content quality

control and the release of user creativity (Zhang,

2023).

4 TIKTOK MARKETING

STRATEGY ANALYSIS

Based on the Elaboration Likelihood Model (ELM),

the reason why TikTok's marketing model is

becoming increasingly effective lies in the synergistic

effect of its central and peripheral paths, combined

with the characteristics of the platform's content

ecosystem, maximizing the possibility of changing

user attitudes (Wei, 2024).

The strengthening of the central path in TikTok

marketing is mainly reflected in content quality,

vertical deepening, and interactive participation.

TikTok has attracted a large number of vertical

experts (such as beauty and tech bloggers) and MCN

institutions, who provide high-value information

through systematic content (such as tutorials and

reviews). For example, "Oriental Choice" combines

the selling points of agricultural products with

cultural stories through knowledge-based live

streaming, enhancing users' rational understanding of

the products. At the same time, the algorithm

recommendation mechanism precisely pushes

content in niche areas that users are interested in (such

as niche crafts and historical science popularization),

stimulating users' motivation to actively explore and

leading them to enter the central path for content

coverage. Its user co-creation mechanism encourages

users to engage in secondary creation through

TikTok's "duet" and "challenge" features, deepening

users' understanding of the brand or product through

participation in content production. For instance, a

milk tea brand launched a "hidden drinking method

challenge," allowing users to naturally accept product

information while trying it out. Positive feedback

loops are formed through user likes, comments, and

shares, enhancing their engagement with the content,

thereby strengthening the persistence of attitude

change to achieve data-driven feedback (Zhu, 2023).

In terms of optimizing peripheral paths, the main

focus is on sensory stimulation, emotional resonance,

authority endorsement, and social proof. High-paced

editing, popular music, and special effect filters in

short videos directly stimulate users' senses. For

instance, food-related videos quickly evoke appetite

associations and reduce users' willingness for rational

thinking through the audio-visual effects of

"immersive eating broadcasts." Tiktok excels at

triggering emotional resonance in users through

emotional content such as "healing" and "positive

energy" (e.g., cute pet daily life, heartwarming

storylines). For example, a public service

advertisement conveys brand values through

touching stories, leading to a consumer inclination

due to emotional identification. Moreover, Tiktok

uses peripheral cues such as the professional image of

internet celebrities (like "Liu Genghong") or celebrity

endorsements (such as Dilraba endorsing beauty

brands) to significantly enhance trust and

persuasiveness. For example, "Crazy Little Brother"

has a significantly higher conversion rate for product

promotion due to the high trust accumulated from

family comedy IPs. The platform also displays real-

time social proof like "likes" and "shares," suggesting

to users that "most people agree," tapping into the

conformity psychology of the vast majority to

encourage imitative behavior. For instance, some

beauty products like lipstick and foundation are

subject to trend-following purchases due to the

"million likes" label.

The healthy and sustainable development of this

dual-path collaborative relationship is mainly driven

by algorithm-based path adaptation. Tiktok's

recommendation mechanism dynamically adjusts

content based on user profiles. For highly engaged

users (such as tech enthusiasts), it pushes in-depth

evaluation content (central path), while for less

engaged users (like casual browsers), it pushes

entertaining and visual content (peripheral path). This

targeted distribution strategy ensures that different

users are persuaded by the adapted path.

The key factors for the effectiveness of Tiktok

marketing mainly lie in its closed-loop design of the

content ecosystem. UGC provides authenticity, PGC

offers professional endorsements, and MGC responds

quickly to hot topics. Together, they build a multi-

dimensional persuasiveness that is real, professional,

and timely. Meanwhile, through data such as user

dwell time and completion rate, the content structure

is dynamically optimized (such as increasing central

arguments or strengthening peripheral clues),

enhancing the efficiency of persuasion. The content

is often designed to be "shareable" (like knowledge or

funny clips), and users naturally become brand

communicators as they share, creating a secondary

persuasion that leads to a viral spread.

Tiktok's marketing model provides rational value

through the central path and reinforces emotional

appeal through the peripheral path, using algorithms

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to achieve precise adaptation of the dual paths. This

"two-pronged" strategy not only covers the different

information processing preferences of various users

but also amplifies the persuasive effect through the

synergistic effect of the content ecosystem, ultimately

driving continuous growth in marketing conversions.

In the future, with further development of AI

technology (such as generative content

personalization), Tiktok may explore more efficient

combinations of persuasion paths within the ELM

model framework.

5 TIKTOK MARKETING

APPLICATION PRACTICE

In the field of e-commerce, merchants often utilize

influencers to promote products, cooperating with top

hosts and niche experts to advertise goods. During

live broadcasts, hosts detail product features,

demonstrate usage effects, and offer coupons and set

limited-time discounts to attract purchases.

Additionally, they initiate topic challenges to

encourage users to share shopping experiences and

showcase products, stimulating other users'

purchasing desires. For instance, during the intense

competition in the NFC juice market, Huabang broke

through by leveraging its ultimate cost-effectiveness

and product card traffic as a white-label brand. First,

they created an ultra-cost-effective single product at

1/7 the industry price (4.76 yuan per liter), rapidly

capturing market share and increasing market

penetration. Then, they optimized the product card,

concentrating sales weight through the "big link"

feature, visually highlighting the health benefit of "1

bottle = 15 apples," with 60% of sales coming from

product card search traffic. Finally, they implemented

an influencer matrix layout, employing a pyramid-

shaped influencer strategy (top-tier ignition + mid-to-

low-tier volume), connecting over 3955 influencers

across various fields such as food and home.

Ultimately, they achieved a 3-month GMV and

earned more than 10.4 million yuan, with single-link

sales exceeding 1 million, verifying the feasibility of

TikTok's "single-item breakout" model (Hu, 2025).

In the field of cultural tourism marketing, Short

video platforms, represented by TikTok, are

becoming new carriers and models for shaping the

image of urban tourism. With their strong support,

many internet-famous cities have emerged across the

country (Liu & Wei, 2024). Various cultural tourism

departments and scenic spots have been releasing

short videos of beautiful landscapes on Tiktok,

showcasing unique attractions and local customs.

They also host a variety of online cultural tourism

events, inviting users to share the beautiful scenery

and cultural practices of their hometowns, thereby

increasing interaction and publicity and attracting

user attention (Ye & Wu, 2023). Amidst fierce

competition in the cultural tourism market, Jilin's ice

and snow tourism has become a winter phenomenon-

level tourist hotspot by deeply integrating with short

video marketing strategies. Themed "The Whole

World in Jilin," the seeding campaign has seen its

video views on Tiktok exceed 1 billion as of January

11th. A super marketing team composed of

celebrities, Olympic champions, and top KOLs has

created short videos. For instance, the video shot by

"Bu Chi Nai Lu Tuo" from Wuyou Media and Dong

Chichi, a local influencer from Jilin, at the

Changchun Ice and Snow Wonderland has garnered

nearly 4 million likes, sparking travel enthusiasm

among netizens. Topics featuring Jilin's ice and snow

elements have continuously dominated the Tiktok hot

list, with "Changchun Ice and Snow Wonderland

Takes the Lead" ranking third on the Tiktok seeding

list. The surge in traffic has driven the popularity of

hot tourist destinations such as Changchun Ice and

Snow Wonderland and Changbai Mountain. The new

snow season projects operated until December 31st of

last year, with a 75.6% year-on-year increase in

visitors to the Beidahu Ski Resort and a 73% increase

in revenue. The holiday resort of wankesonghua lake

saw a 20.6% increase in visitors and a 19.3% increase

in revenue. During the New Year and Spring Festival

holidays, the number of visitors to various popular

scenic spots hit new highs (Wang, 2023).

6 CONCLUSIONS

This study deeply analyzes the innovative practices of

Tiktok's marketing strategies in integrated

communication. It finds that Tiktok, with its unique

platform ecosystem, integrates various content

production models such as UGC, PGC, and MGC,

constructing a rich and diverse content matrix. In

terms of marketing models, Tiktok employs both

central and peripheral paths simultaneously,

attracting users to engage deeply with high-value

vertical content while also quickly reaching a broad

audience through peripheral cues such as sensory

stimulation, emotional resonance, and social proof.

From specific case studies, whether it's the global

content breakout of major brands, the low-cost

growth of small and medium-sized businesses, or the

successful breakout of the cultural and tourism

The Integration Communication Revolution of Short Video Platforms: Innovative Approaches and Business Practices of TikTok Marketing

Strategies

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industry, all fully demonstrate the effectiveness and

diversity of Tiktok's marketing strategies. Moreover,

Tiktok utilizes algorithmic recommendations to

achieve precise marketing, optimizing content and

placement strategies with data-driven approaches,

successfully realizing efficient conversion between

content and commerce.

At the theoretical level, this study enriches the

application of integrated communication theory on

short video platforms, further elucidating the

mechanism of the Elaboration Likelihood Model

(ELM) in digital marketing scenarios, providing

theoretical reference for subsequent related research.

In terms of practice, for brands and merchants,

Tiktok's marketing strategies offer a new marketing

approach and methods, helping them find a

differentiated competitive advantage in a fiercely

competitive market, achieving a win-win situation for

brand communication and commercial conversion.

Moreover, Tiktok marketing has also promoted the

development of the creator economy, providing

content creators with more monetization

opportunities, and driving the prosperity of the digital

content industry.

Despite the strong advantages of Tiktok

marketing strategies, this study also identified some

objective limitations. Firstly, although algorithmic

recommendations can achieve precise marketing,

they may also lead to the formation of information

cocoons, limiting users' information acquisition and

the reach of brand communication. Secondly, with the

continuous growth of platform users and content, the

problem of content homogenization is becoming

increasingly prominent, and brands and merchants

face greater challenges in competition. In addition,

some marketing methods, such as over-reliance on

celebrities and KOL endorsements, may involve high

costs and risks, and the effects are difficult to sustain.

In terms of data privacy and security, Tiktok platform

also faces certain regulatory pressures and user trust

issues in the collection and use of user data.

Based on the above limitations, future research

can be expanded in the following aspects. First, delve

into how to break the information cocoon effect

brought about by algorithmic recommendations, and

explore more diverse and open content

recommendation mechanisms. Second, in response to

the issue of content homogenization, research how to

enhance brand uniqueness and competitiveness

through innovative content strategies and brand

positioning. Third, further explore the effectiveness

evaluation and optimization strategies of celebrity

and KOL endorsements, seeking more efficient and

sustainable marketing methods. Fourth, strengthen

research on data privacy and security issues,

exploring how to better utilize data-driven marketing

while ensuring user rights. In addition, with the

continuous development of technology, such as the

application of new technologies like artificial

intelligence and virtual reality in the short video

domain, future research can also focus on the impact

and innovative applications of these new technologies

on Tiktok marketing strategies.

In summary, Tiktok marketing strategies have

achieved significant innovative results in integrated

communication, but they also face some challenges.

Future research needs to continuously explore and

innovate to adapt to the constantly changing market

environment and user needs, providing more

scientific and effective theoretical support for the

marketing practices of short video platforms.

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