Study on the Influence of Short Video Platforms on the Development
Trend of Social Hot Topics: A Case Study of Douyin
Ke Ding
RDF International School, 518100, Shenzhen, Guangdong, China
Keywords: Short Video Platforms, TikTok, Social Hot Topics, Information Dissemination.
Abstract: With the rapid advancement of Internet technology, short video platforms such as TikTok have emerged as
significant channels for users to access information, entertainment, and social networking. This paper
examines the TikTok platform to investigate its impact on the development trends of social hot topics. The
study reveals that the high interactivity and immediacy of the TikTok platform facilitate the rapid
dissemination of trending topics, while increased user engagement further accelerates this process. Moreover,
TikTok's content recommendation algorithm plays a pivotal role in spreading these topics by precisely
reaching target audiences. Through empirical analysis, this paper elucidates the mechanisms and influence
pathways of the TikTok platform in the communication of social hot topics, providing a scientific foundation
for governments, media outlets, and various sectors of society to effectively utilize and manage short video
platforms, thereby promoting healthy social information dissemination. The findings indicate that optimizing
the content recommendation algorithm can significantly enhance user satisfaction and positively impact
societal outcomes.
1 INTRODUCTION
With the rapid advancement of Internet technology,
social media platforms have assumed an increasingly
significant role in people's daily lives. Notably, short
video platforms such as TikTok have emerged as
crucial channels for users to access information, and
entertainment, and engage in social interactions. In
China, the number of short video platform users has
surpassed 850 million, with over 600 million monthly
active users on Douyin alone (China Network
Audiovisual Program Service Association, 2021).
This substantial user base positions short video
platforms as pivotal conduits for the dissemination of
social hot topics.
As society and the economy rapidly develop and
people's living standards improve, the public's
demand for information increases. Short video
platforms, with their high interactivity and
immediacy, can quickly capture and disseminate
social hot topics, thus significantly influencing public
opinion. Short video platforms have become one of
the essential sources for users to obtain news and
information.
Although short video platforms have achieved
great success worldwide and profoundly changed the
way people socialize, entertain, and access
information, research on the development trend of hot
topics in society is still in the preliminary stage. Most
of the existing studies focus on the economic effects
of short video platforms, user behavior analysis,
platform content governance algorithm design, etc.
Few studies specifically discuss the mechanism of
short video platforms on the spread, evolution, and
social impact of social hot topics.
The purpose of this study is to explore the role of
short video platforms, especially Tiktok, in the
communication of social hot topics, and to
supplement the gaps in existing studies, focusing on
the following aspects: the communication mechanism
of short video platforms, the communication path and
characteristics of social hot topics, and the impact of
short video platforms on social cognition and public
opinion. It will reveal the role of the Tiktok platform
in the formation and expansion of social hot topics,
and explore its potential impact on social cognition
and public opinion guidance.
Ding, K.
Study on the Influence of Short Video Platforms on the Development Trend of Social Hot Topics: A Case Study of Douyin.
DOI: 10.5220/0014112400004942
Paper published under CC license (CC BY-NC-ND 4.0)
In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management (APMM 2025), pages 279-284
ISBN: 978-989-758-791-7
Proceedings Copyright © 2026 by SCITEPRESS – Science and Technology Publications, Lda.
279

2 THE DEVELOPMENT AND
CHARACTERISTICS OF THE
SHORT VIDEO PLATFORM
2.1 The Development of a Short Video
Platform
The rise of short video platforms is closely related to
the popularity of mobile Internet and the widespread
use of smartphones. The development of mobile
Internet and artificial intelligence technology
provides technical support for the layout of short
news videos by traditional media and accelerates the
development and popularization of intelligent
terminals. Netizens gradually converge on mobile
terminals, the habit of mobile Internet access has been
formed, and the demand for fragmented reading is
high, so short videos have become the favored
consumption form of users (Le & Gao, 2018). TikTok
launched in China in 2016 and quickly attracted a
large number of users. Tiktok's success lies not only
in its simple interface and rich features but also in its
high degree of user interaction and personalized
recommendation mechanism. With the success of
Douyin in the Chinese market, other short video
platforms such as Kuaishou and B station have also
risen rapidly, forming a competitive market pattern.
As of 2023, Douyin has more than 600 million
monthly active users, making it one of the world's
largest short video platforms. Tiktok's success is not
only in the Chinese market but also in the rapid
expansion of the world. TikTok has also surpassed 1
billion users in international markets, making it one
of the most used social media platforms in the world.
The rapid growth of short video platform users
reflects its great potential in the field of information
dissemination and entertainment.
TikTok is not only a huge success in the Chinese
market, but it is also expanding rapidly around the
world. Sensor Tower Store intelligence platform data
shows that as of December 15, 2020, the top 10
entertainment apps in the global user spending total
revenue in the App Store and Google Play reached
$5.82 billion, an increase of 61.8%. In terms of user
spending, TikTok and Tikyin topped the global
entertainment app revenue list with an estimated
revenue of $1.26 billion, an increase of 590% from
2019 (China Network Audiovisual Program Service
Association, 2021). TikTok's success also lies in its
diverse user base, which attracts users of different
ages and cultural backgrounds.
2.2 Short Video Platform Features
2.2.1 Rich in Content
The content on the short video platform is rich and
diverse, covering many fields such as entertainment,
education, news, and life. Users can obtain various
types of information through the short video platform
to meet the needs of different users. For example, the
content on TikTok includes music and dance, funny
jokes, life tips, news reports, etc., which users can
choose to watch according to their interests.
2.2.2 Strong Interaction
The interactive nature of the short video platform is
reflected in that users can interact with the content
through likes, comments, sharing, and other ways,
which enhances user participation. This interaction
not only improves the stickiness of users to the
platform but also promotes the spread of social hot
topics. In the process of interaction, users can express
their views, communicate with other users, and form
a community atmosphere.
2.2.3 Personalized Recommendation
The running logic of the algorithm is based on the
values of the "spokesperson", and the algorithm
executes the will of the "spokesperson" (Wen & Xie,
2020). Short video platforms recommend
personalized content for users through an algorithmic
recommendation mechanism, which improves user
stickiness. Based on the user's viewing history,
interest preferences, social relationships, and other
data, the platform recommends content that meets the
user's interests. This personalized recommendation
mechanism not only improves the viewing experience
of users but also promotes the diversity and
innovation of content.
2.2.4 Instantaneity
The content on the short video platform is updated
quickly, and hot topics can spread rapidly. The core
scene of major events can be presented for the first
time in a short video, and users can obtain the latest
information in real time and participate in the
discussion of hot topics (Zhang & Peng, 2019). This
immediacy makes short video platforms an important
channel for information dissemination, which has a
significant impact on the development of social hot
topics.
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2.2.5 Low Barrier to Entry
Tiktok App is simple to use and easy to learn, and
there is no complicated use process. The "low
threshold" provides convenience for the growth of
active users of TikTok. The interactive interface of
TikTok is mainly black, white, and gray, and the
video is played on full screen. The function keys are
mainly distributed on the edge of the screen, and the
actions such as "like", "comment" and "forward" can
be easily completed by double-clicking the screen.
The user has a good sense of use and experience
(Wang & Xie, 2022). The low threshold of short
video platforms makes it easy for users to create and
share short videos, lowering the threshold of content
creation. Users only need a smartphone to shoot and
upload short videos. This low threshold not only
attracts a large number of users but also promotes
diversity and innovation in content. Users can express
their views and share their lives through the short
video platform, forming a unique community culture.
3 INFLUENCE ON THE
DEVELOPMENT OF THE
TOPIC
3.1 Positive Influence
3.1.1 Information Travels Fast
The immediacy and interaction of short video
platforms make social hot topics spread quickly and
improve the efficiency of information dissemination.
Users can get the latest information in real-time and
participate in the discussion of hot topics through the
short video platform. This rapid information
dissemination mechanism not only improves the
efficiency of information dissemination but also
promotes the wide dissemination of social hot topics.
3.1.2 High User Engagement
The short video platform is highly interactive, and
users can actively participate in the discussion of hot
topics using liking, commenting, sharing, etc., which
enhances the influence of social hot topics. In the
process of interaction, users can express their views,
communicate with other users, and form a community
atmosphere. This high level of engagement not only
increases user stickiness but also promotes diversity
and in-depth discussion of hot topics in society.
3.1.3 Content Diversity
The content on the short video platform is rich and
diverse, which can meet the needs of different users
and promote multi-angle discussions on social hot
topics. Users can obtain various types of information
through the short video platform, including
entertainment, education, news, life, and other fields.
This content diversity not only improves the viewing
experience of users but also promotes multi-angle
discussions on hot topics in society, improving the
depth and breadth of topics.
3.1.4 Strong Social Mobilization Ability
Short video platforms can mobilize users to
participate in social activities and public welfare
undertakings and enhance social cohesion. Users can
understand and participate in various social activities
through the short video platform, such as public
welfare activities, charitable donations, volunteer
services, etc. This social mobilization capacity not
only increases user engagement but also promotes the
healthy development of society. For example, the
Happy Rural Plan, helps the country to target poverty
alleviation and promote rural revitalization.
According to Kuaishou statistics, Kuaishou active
users account for 20% of the total number of existing
832 impoverished counties in the country. This means
that one out of every five people in these poor
counties has an active Kuaishou user. In 2017,
roughly 50,000 people earned more than the national
poverty alleviation standard through Kuaishou (Hou,
2019).
3.2 Negative Influence
Although the short video platform has played a
positive role in the dissemination of social hot topics,
its negative impact can not be ignored. This section
will analyze the possible problems and challenges of
short video platforms in the dissemination of social
hot topics, and explore its potential negative impact
on social cognition and public opinion.
3.2.1 Information Overload
Because of the huge amount of information on short
video platforms, users are prone to information
overload and it is difficult to screen out high-quality
information. The threshold for creating short video
content produced by users is relatively low, which is
not limited by the professional ability, location,
space, or field of the blogger. The value shaping of
short videos is uneven and the content is highly
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homogenous. The open comment interaction
environment sets up controversial topics, and the
emotional reactions of users are inconsistent with
their cognitive expectations (Chen et al, 2002). When
faced with a large amount of information, users may
feel confused and tired, and it is difficult to discern
which information is true and reliable. This
information overload not only affects the user
experience but also may lead to a decrease in user
dependence on the platform.
3.2.2 Limitations of Algorithm
Recommendations
The algorithm recommendation mechanism may lead
to the information cocoon effect, where users can
only see the content they are interested in, limiting the
diversity of information. By tailoring content to
individual preferences, algorithms can reinforce
existing beliefs and attitudes, potentially leading to
greater polarization and a lack of exposure to
alternative viewpoints (Jia & Zhang, 2020). Although
this personalized recommendation mechanism
improves the user's viewing experience, it may also
cause users to fall into an information cocoon, and it
is difficult to access different views and information.
3.2.3 Spreading Negative Information
Negative information and false information on short
video platforms are easy to spread quickly, affecting
the healthy development of public opinion. The
content posted by users on the platform may have
problems such as false information, negative
emotions, vulgar content, etc. The spread of negative
information through personalized recommendations
can have adverse mental health impacts on users,
including increased anxiety and stress. The constant
exposure to sensationalized and emotionally charged
content can contribute to a heightened state of
emotional arousal, which may lead to chronic stress
and anxiety disorders (Jia & Zhang, 2020). The rapid
spread of this negative information not only affects
the healthy development of public opinion but also
may lead to the intensification of social
contradictions.
3.2.4 User Privacy Issues
When short video platforms collect and use user data,
there is a risk of user privacy disclosure. To provide
personalized recommendations and advertising,
platforms need to collect a large amount of data about
users, including viewing history, interest preferences,
social relationships, and so on. The collection and use
of these data have the risk of user privacy disclosure,
which may affect the security of users' personal
information. TikTok, like many other social media
platforms, shares user data with third-party
advertisers and partners, which can lead to privacy
risks and potential data breaches (Spiekermann &
Schreck, 2020).
4 SUGGESTION
4.1 Recommendations for Policy
Makers
Policymakers should formulate and improve relevant
laws and regulations, strengthen supervision of short
video platforms, and ensure the healthy and orderly
dissemination of information. A comprehensive
regulatory framework is essential to balance
innovation and user safety. This framework should
clear both national and international regulations,
industry standards, and platform-specific policies.
Policy makers should clarify the responsibilities and
obligations of platforms, strengthen the supervision
of platform content, and ensure the authenticity and
legitimacy of platform content (VanDerWerff &
Hancock, 2020). At the same time, policymakers
should establish a cross-departmental supervision
mechanism to ensure the effectiveness and
coordination of supervision.
Policymakers should encourage short video
platforms to establish an industry self-discipline
mechanism and strengthen self-regulation and self-
restraint. Through organizations such as industry
associations, policymakers can promote the platform
to establish industry standards and self-discipline
mechanisms to jointly maintain the healthy
development of the industry. At the same time,
policymakers should strengthen the supervision of the
industry self-regulatory mechanism to ensure the
effectiveness and fairness of the self-regulatory
mechanism.
4.2 Recommendations for Platform
Operators
4.2.1 Optimization Algorithm
Recommendation Mechanism
Platform operators should optimize the algorithm
recommendation mechanism, balance personalized
recommendation and information diversity, and
reduce the information cocoon effect. The platform
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can ensure that users are exposed to different views
and information by introducing a variety of
recommendation algorithms. At the same time, the
platform should strengthen the review of the
recommended content to ensure the authenticity and
legitimacy of the recommended content.
4.2.2 Strengthen Content Review
Platform operators should establish a sound content
review mechanism to detect and deal with false
information and negative content promptly. Platforms
must balance the need for strict moderation with the
desire to foster a vibrant and engaging community
(VanDerWerff & Hancock, 2020). The platform can
enhance the review of content by introducing a
combination of artificial intelligence and human
review. At the same time, the platform should
establish a reporting and feedback mechanism,
encourage users to participate in content review, and
jointly maintain the healthy environment of the
platform.
4.2.3 Improve User Privacy Protection
Platform operators should strengthen the protection
of user data to ensure that user privacy is not
disclosed. The Platform shall strictly abide by
relevant laws and regulations and establish a sound
data protection mechanism to ensure the security and
privacy of user data. TikTok and other short-form
Video Platforms must comply with data protection
regulations, such as the General Data Protection
Regulation (GDPR) in the European Union, to ensure
user privacy (Spiekermann & Schreck, 2020). At the
same time, the platform should be transparent about
the process of data collection and use to enhance the
sense of trust of users.
4.2.4 Provide High-Quality Content
Platform operators should encourage users to create
high-quality and valuable content to improve the
overall content quality of the platform. Platforms can
incentivize creators to produce high-quality content
through rewards, recognition, and increased visibility
to improve users' creative enthusiasm (VanDerWerff
& Hancock, 2020). At the same time, the platform
should strengthen training and support for content
creators to help them improve their ability to create
content.
4.3 Advice for Media Practitioners
4.3.1 Use Short Video Platforms to Spread
Positive Energy
Media professionals should actively utilize short
video platforms to disseminate positive information
and promote positive energy, thereby enhancing the
impact and reach of news reporting. They can release
high-quality news stories and public welfare content
on these platforms to capture users' attention and
engagement. Additionally, media professionals
should enhance their skills and strategies in using
short video platforms to maximize the effectiveness
of content dissemination. For instance, research
indicates that TikTok has been increasingly featuring
family-related elements, promoting filial piety,
respect for elders, and inheriting the excellent
traditional culture and virtues of the Chinese nation
over the past two years. The number of such videos
and their influence in spreading and guiding positive
social values are on the rise (Zhang & Mao, 2018).
4.3.2 Strengthen Content Review
When publishing content, media practitioners should
strictly review the authenticity and legality of the
content and avoid spreading false information and
negative content. Media practitioners should establish
a sound content review mechanism to ensure the
authenticity and legality of published content. At the
same time, media practitioners should strengthen
cooperation with the platform to jointly maintain the
healthy environment of the platform.
4.3.3 Interaction and Feedback
Media practitioners should establish a good
interactive relationship with users, respond to users'
feedback and suggestions promptly, and improve the
interaction and participation of content. Media
practitioners can interact with users through
comments, private messages, etc., to understand the
needs and opinions of users. At the same time, media
practitioners should establish a feedback mechanism
to deal with users' feedback and suggestions promptly
to improve user satisfaction.
5 CONCLUSION
This study explores the impact of short video
platforms on social hot topic trends, using TikTok as
an example. By analyzing platform content and
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283

observing user interaction data, the following key
conclusions are drawn:
Short video platforms accelerate the rapid
dissemination of hot topics through personalized
recommendation algorithms and a massive user base.
These platforms not only make social events and
topics go viral but also shape public attention and
cognition to some extent.
While short video platforms like TikTok can
quickly increase the exposure of hot topics, the rapid
content updates and entertainment nature may
weaken in-depth discussions and rational debates.
Additionally, excessive hype around certain topics
may trigger social anxiety or lead to misleading
public opinions. Therefore, while exerting influence,
platforms should also better balance content
authenticity and social responsibility.
Overall, short video platforms like TikTok
provide a broad discussion forum for social hot
topics, shaping their dissemination paths and public
sentiments to a certain degree. In the future, as these
platforms evolve, their influence on social hot topics
will become even more profound, and their
responsibilities in optimizing algorithms, managing
content, and guiding social discussions will become
more prominent.
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