The Influencer Marketing in Digital Media Platform:

Based on Jiaqi Li on Douyin and Chiara Ferragni on Instagram

Kairan Shi

Faculty of Arts & Humanities, King’s College London, London, WC2R 2LS, U.K.

Keywords: Influence Marketing, Consumer, Purchase.

Abstract: With the development of social media, people frequently share their lives on these platforms, and influencer

marketing has gradually emerged. Different social media platforms vary in how they present content. This

study will examine influencer marketing on various digital media platforms by comparing Li Jiaqi's marketing

on Douyin with Chiara Ferragni's marketing on Instagram. A literature review will be used to highlight

existing research and its gaps. This study will also employ a case study approach to provide a more detailed

explanation. The research finds that influencer marketing on both Douyin and Instagram offers unique

advantages for brands. Leveraging the characteristics of each social media platform, Douyin facilitates short-

term, high-efficiency conversions by capitalizing on users' tendency for impulsive purchases. On Instagram,

brands establish a fashionable and high-end image in consumers' minds, as users typically take more time to

consider their purchases. The study will also provide recommendations for brands on how to prevent user

fatigue.

1 INTRODUCTION

In recent years, social media become more popular,

people tend to use social media to have conversations

with friends, entertainments, and purchase products,

such as WeChat, Instagram, and TikTok. Digital

media platforms have revolutionized traditional ways

of receiving information, becoming the mainstream

method for people to access information. Because

people of different age groups have varying habits, it

leads to two different marketing channels: Outdoor

advertising such as billboards, and mobile advertising

(Haenlein et al., 2020). Mobile advertising is usually

on social media platforms. For example, when people

open any app, a few seconds of advertisement often

pop up, and when peopel watch YouTube videos, a

15-second advertisement often appears. In social

media, short videos and photo sharing is the essential

element. People always use social media to post

photos and videos to share their daily lives.

Therefore, it will bring some followers on social

media, also called fans. With an increasing number of

fans, this account will become more popular on social

media. It will become an influencer account. The term

"Internet celebrity", which appeared in the public eye

in 2015, refers to a person who becomes popular in

real or online life after an event or behavior is

followed by netizens, which is also called Influencer.

Influencer marketing is also defined as a third party

that significantly shapes the customer's purchasing

decision but is never responsible for it (Brown and

Hayes, 2008). Abidin said influencer is the epitome

of internet celerity (Abidin, 2018). Influencers use

photos, videos, or other formats to attract fans, then it

will build intangible assets. By applying the amount

of their attention, people can create wealth, which is

called influencer marketing. The concept of

"influencer marketing" is defined as operating in a

deceptive, covert, subtle, and disguised manner in the

market, purposefully influencing the audience

without the users' awareness of these activities

(Mathew, 2019).

Nowadays, this field has some research about

influencer marketing on Instagram, TikTok, and

YouTube, which includes perceived interactivity and

persuasiveness. However, it does not have a

comparison of the interaction and results in Douyin

and Instagram. Because different social media

platforms have different interaction modes and

effects. For example, TikTok interacts in the form of

short videos, while Instagram mainly interacts in the

form of photos. This difference in these two platforms

will produce different influences on user engagement,

brand loyalty, and purchasing decisions. With the

rapid development of social media in recent years,

new phenomena like influencers have emerged

Shi, K.

The Inﬂuencer Marketing in Digital Media Platform: Based on Jiaqi Li on Douyin and Chiara Ferragni on Instagram.

DOI: 10.5220/0014113500004942

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 333-338

ISBN: 978-989-758-791-7

333

alongside it. Consequently, research on digital media

is still not very thorough. As social media has become

an inseparable part of people’s lives, studying digital

media is essential.

On Instagram, people can post their photos and

stories on the platform, users can share with their

followers or a selected group of friends. The users can

view, comment on, and like posts shared by friends

(Mathew, 2019). Douyin is China’s version of

TikTok. Douyin allows users to create and share

videos. The case study will mention Li Jiaqi and

Chiara Ferragni. Li Jiaqi is a famous internet celebrity

on Douyin in China. He often became famous for

using short video posts and live streams to personally

apply lipstick, providing audiences with genuine

brand feedback. Chiara Ferragni is internet celebrity

on Intagram in Italy. She frequently posts photos of

herself with high-end luxury brands and has

established her own clothing and beauty brand on

Instagram. This research will use these two case

studies to analyze influencer marketing in Douyin and

Instagram.

2 LITERATURE REVIEW

Social media is becoming more popular and has

formed a new marketing mode – influencer

marketing. Influencer marketing campaigns have

three primary objectives: first, to increase brand

awareness; second, to boost user engagement; and

third, to generate potential leads and drive sales

(Esseveld, 2024). Current literature researched the

brand how to choose influencers, marketing effects,

and challenges on TikTok and Instagram. A brand

needs to know how to select an influencer. According

to Vancotten's research, Parasocial Interaction (PSI),

perceptual interaction, and openness are key

characteristics for choosing influencers (Vancottem,

2024). PSI is a psychological phenomenon that is the

intimate relationship between the audience and media

personality (Vancottem, 2024). Users may develop an

emotional dependence and sense of belonging toward

influencers, perceiving them as personal friends. As a

result, they are more likely to follow the influencer’s

advice and recommendations. However, this

interaction remains one-sided. However, this

approach enhances users' sense of connection,

fostering greater brand loyalty, and making

consumers more willing to share information with the

brand (Lee and Watkins, 2016). Perceived interaction

refers to the subjective sense of interaction that users

feel when engaging with influencers or content. It

goes beyond actual interactive actions (like likes,

comments, and shares) and instead centers on the

user's psychological perception and interaction

experience. Users may feel a sense of resonance with

the creator, and features like comment replies and

likes on user comments create a feeling of

immediacy, enhancing users' sense of involvement.

Perceived interactivity is a derivative of parasocial

interaction, and Labrecque points out that it is also a

key component influencing both the success of

influencers and influencer marketing (Labrecque,

2014). Perceived interactivity leads to greater

engagement. This means that the content is less likely

to be ignored by consumers, and participants are more

likely to become paying customers, increasing brand

loyalty and potential reach (Tan and Lim, 2020).

Openness refers to the degree of open-mindedness in

the thoughts, attitudes, and behaviors of individuals,

organizations, or systems. It generally implies a

willingness to embrace new ideas and experiences,

welcome diverse perspectives and feedback, and

adapt to and accept a variety of changes. The

accessibility and ease of use of highly sophisticated

photo editing tools have led to a new trend: images

posted on Instagram are often heavily edited (Hosie,

2024). Therefore, the authenticity of product

presentations on Instagram has become an important

issue. For instance, when an influencer shares a

personal story and users respond with differing

viewpoints, this openness not only boosts user

engagement but also helps build trust and a loyal,

long-term follower community.

However, some researchers pointed out that the

number of followers, brand fit, and content

authenticity are also important for brands to select

influencers (Haenlein et al., 2020). The final target is

to increase brand awareness by influencers.

Vancottem used quantitative research to point out

PSI, perceptual interaction, and openness not only

related to influencer selections but also enhancing the

engagement of users (Vancottem, 2024). Haenlein

et.al uses a successful case study – Gucci, to explain

that influencer marketing activity can improve the

brand visibility and engagement of users. However,

in recent years, the credibility of many influencers has

declined, so many brands are switching to new

influencers for collaboration. As an example

mentioned by Haenlein et.al research, inappropriate

influencer marketing is the collaboration between the

U.S. pharmaceutical company and Kim Kardashian to

promote the anti-nausea drug Diclegis (Haenlein et

al., 2020). When Kardashian posted about it on

Instagram, it was quickly flagged by the U.S. Food

and Drug Administration (FDA). FDA ordered

Kardashian to take down the post and include a

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complete list of the drug's side effects in any future

posts (Haenlein et al., 2020). This highlights the

importance of compliance and ethical standards in all

influencer marketing efforts. According to the

Vancottom research, how to keep the authenticity and

credibility of influencers, and how to manage the

different platforms of influencer marketing more

efficiently is a common issue for every brand.

According to these two types of research, the

factors for selecting influencers are also related to

marketing effectiveness, with both selection factors

and marketing impact aimed at enhancing brand

awareness and increasing consumer engagement. The

credibility and authenticity of influencers are

challenges that brands face, and the content promoted

by influencers must meet compliance and ethical

standards. Although Vancottem's research discusses

managing influencer marketing effectiveness across

multiple platforms, both studies overlook a

comparison of marketing outcomes on Instagram and

Douyin.

3 METHODOLOGY

This research will use the two case studies to analyze

influencer marketing on different social media. This

research chose Li Jiaqi as the Douyin case study. Li

Jiaqi rose to fame by sharing beauty brands,

especially lipsticks, through short videos and live

streams on Douyin. In China, he gradually became

prominent on young people's social media. Many

young people started purchasing products through his

Douyin livestreams, generating massive sales.

Following Li Jiaqi's rise to fame and significant

profits, more beauty influencers have emerged,

imitating Li Jiaqi's approach to product trials for

beauty brands. Chiara Ferragni was chosen as the

Instagram case study because she is one of the most

influential fashion bloggers on Instagram, with over

20 million followers. Her influence extends beyond

Europe, attracting a large following worldwide. Her

success illustrates Instagram's immense power in

boosting visibility and brand awareness for fashion

and beauty brands in the global market.

4 RESULT

In the case study, Li Jiaqi uses three methods to attract

people. Firstly, Li Jiaqi stimulates people’s

engagement. Li Jiaqi showcases lipstick effects by

personally applying makeup through videos and

livestreams. In one livestream, he applies multiple

shades from different lipstick brands on his arm,

allowing the audience to clearly see the differences

between each shade. Secondly, Li Jiaqi uses popular

music to enhance the exposure rate. Finally, Li Jiaqi

uses special activities to attract people. Especially,

Flash Sale and Limited-Time Deals. People are often

attracted by these phrases and make quick purchases.

Chiara attracts attention by posting stunning images.

On this platform, users typically take more time to

consider their purchase decisions. Chiara Ferragni

uses Stories to share behind-the-scenes content, live

events, and product tutorials, boosting fan

engagement. Chiara Ferragni increases brand

awareness by adding hashtags to her posts. This

strategy helps broaden the reach of her content,

attracting potential followers beyond her existing fan

base and enhancing the visibility of the brands she

collaborates with.

5 DISCUSSION

5.1 Li Jiaqi's Marketing Approach

Li Jiaqi's livestreams and Douyin's posts stimulate

user engagement. Through short videos and live

streaming, he showcases the authenticity of products

by personally applying makeup, allowing users to see

the different lipstick shades and their true effects after

application. This gives people an intuitive sense of the

product, enhancing their understanding of how it

looks in real life. This rapidly heightens the level of

consumer interest in the product. However, although

Li Jiaqi personally applies makeup to showcase the

visual effects of lipsticks, filters, special effects, and

lighting are often added during video shoots and

livestreams. This can alter the visual presentation of

the lipstick, leading to questions about the

authenticity of the videos and livestreams. Therefore,

Li Jiaqi can showcase the most authentic effects of

the lipstick by turning off filters and special effects,

and by switching lighting on and off.

Li Jiaqi uses popular music to increase the

exposure rate. His videos often feature popular

trending music. With Douyin's recommendation

algorithm, videos are categorized and recommended

based on user likes, comments, shares, completion

rate, and replay count. Background music is also a

factor in this categorization. When a promotional

video includes popular music, it gets recommended to

users who enjoy that music genre. These users may

come across the video for the music rather than the

The Inﬂuencer Marketing in Digital Media Platform: Based on Jiaqi Li on Douyin and Chiara Ferragni on Instagram

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product, but they’ll still notice the brand. This

enhances the brand's exposure rate and amplifies its

reach. However, adding popular music can attract

unrelated users, drawing in viewers who are

interested in the music rather than the product itself.

These users may have lower engagement and

purchase intent, which can reduce the effectiveness of

brand promotion and even increase effective traffic.

Furthermore, if the music doesn’t align with the brand

image, a mismatch between the style of music and the

brand’s tone or product positioning could impact

brand perception. For instance, overly lively or trendy

music might not suit a high-end or mature brand,

potentially causing brand positioning to become

unclear or conveying the wrong message. Therefore,

Li Jiaqi needs to select music that suits the product,

prioritizing styles that align with the brand image and

product positioning. This ensures that the music

enhances the brand's core message rather than

blurring its positioning.

Li Jiaqi attracts attention through special events.

On Douyin, most users exhibit impulsive buying

behavior due to the platform's strong immediacy,

especially during limited-time brand events.

Marketing tactics like "flash discounts" or

"livestream flash sales" prompt users to make quick

purchase decisions. This approach achieves a high

conversion rate when promoting lower-priced items

such as beauty products and snacks. Douyin’s

livestream function further amplifies this effect, as

users engage with influencers' recommendations and

interact through live comments, leading to large-scale

sales. For instance, during the 618-shopping event in

2021, Li Jiaqi’s livestream achieved 2.565 billion

RMB in sales, with 106 million viewers tuning in.

This boosts brand sales. As viewers interact with Li

Jiaqi, their sense of perceived interactivity also

increases, making them feel as though they have a

friendship-like relationship with him. As a result, they

are more likely to trust his recommendations and are

willing to make purchases based on his suggestions.

Such events may lead to impulsive purchases and

post-purchase regret. Limited-time flash sales often

prompt users to make quick buying decisions, which

can result in impulsive spending. After the event,

users may feel regret, and this could even create a

negative impression of the product and brand,

potentially affecting long-term user satisfaction and

loyalty. Additionally, users may become fatigued by

the frequent use of such event formats. If flash sales

and limited-time offers occur too often, users might

gradually perceive these events as less special or

scarce. This can diminish the effectiveness of the

promotions over time, making it harder to

continuously attract user participation. Therefore, Li

Jiaqi should increase the after-sales support and user

feedback. Optimizing the post-event customer service

process and promptly addressing user feedback can

ensure a complete user experience. For customers

who purchase through flash sales, providing special

after-sales services or dedicated support channels can

help them feel valued and cared for by the brand. In

addition, Li Jiaqi should optimize the frequency and

pacing of promotions. By avoiding excessive flash

sales and scheduling events at a reasonable

frequency, he can maintain a sense of novelty and

exclusivity. Concentrating limited-time discounts

around major holidays or special brand events—such

as new product launches or anniversaries—can create

a stronger sense of occasion and anticipation.

5.2 Chiara Ferragni's Marketing

Approach

On Instagram, most of the photos Chiara Ferragni

posts feature high-end luxury brands. Users on this

platform tend to take longer to consider making a

purchase. Due to the high price of these products, they

often compare products and reviews in detail before

buying. This behavior is particularly effective for

establishing a brand image that is high-end,

fashionable, and luxurious in consumers' minds.

However, this marketing model can often have some

negative effects. Firstly, it reinforces consumer

anxiety and a sense of comparison. The display of

luxury brands may make some users feel pressured to

consume, especially when they feel unable to afford

similar luxury items, leading to anxiety and

inferiority. This comparison mindset can also drive

some users to overspend to achieve a "high-end"

image similar to others, potentially impacting their

mental health and shaping unhealthy consumer

attitudes. Secondly, it can widen the gap between the

brand and average users. Luxury brands are often

expensive, making them inaccessible to many regular

consumers. Such content may create a sense of

distance between the brand and users, leading to

feelings of detachment. This can hinder long-term

interaction between the brand and users and may even

result in user attrition. Therefore, brands should

emphasize product practicality and sustainability. By

showcasing everyday use scenarios or highlighting

the product’s durability and eco-friendly materials,

brands can help users better understand the product’s

real value. This approach positions the product not

only as a luxury item but also as a rational investment

and a lifestyle choice. Additionally, brands can

enhance emotional connections in their content.

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When posting, they should focus on conveying

emotions and showing how the product aligns with

personal style. For example, by highlighting everyday

moments, family life, or travel scenes featuring the

product, brands can demonstrate how they integrate

into real life, fostering emotional resonance with

users.

Chiara Ferragni uses Stories to share behind-the-

scenes moments, real-time events, and product usage

tips, which increases fan engagement. Stories allow

users to post videos that do not remain permanently

on their main profile and are automatically deleted

after 24 hours. This feature gives fans a sense of

authenticity, making them feel closer to the brand or

influencer’s life. However, since the content

disappears after 24 hours, its lifespan is limited; if

users miss it, they may find it difficult to revisit,

potentially leading to incomplete information

dissemination. The hashtag feature on Instagram

enables content to reach a wider audience, attracting

potential users beyond the brand’s existing followers,

which increases brand exposure. Additionally,

hashtags make it easier for users to find related posts,

helping them gain a deeper understanding of the

brand. However, using too many hashtags may attract

irrelevant users, adding ineffective traffic and

reducing the overall effectiveness of the content.

Therefore, it’s essential to include only fundamental

hashtags in the caption and avoid adding too many

unrelated ones.

In comparing the content strategies on Douyin and

Instagram, Douyin primarily uses short videos to

showcase product content, while Instagram displays

products through high-quality images or Stories.

Additionally, Douyin has an immediacy factor, and

users tend to make impulsive purchases, making

marketing tactics like "livestream flash sales"

effective in attracting impulsive buyers. On

Instagram, however, due to the higher price of

products, users generally take more time to compare

options, resulting in a longer decision-making

process.

6 CONCLUSION

Both Douyin and Instagram offer distinct advantages

for brands promoting their products on these social

media platforms. Douyin leverages immediacy, viral

spread, and trending music to push product videos,

capturing user interest and quickly converting them

into purchases. However, brands need to select music

that aligns with their product's image to maximize

appeal, especially for new product launches and

limited-time promotions aimed at impulsive buyers.

While this may sometimes lead to post-purchase

regret, strengthening after-sales support can help

ensure a complete user experience and mitigate

potential negative impacts. Additionally, optimizing

promotion frequency can prevent user fatigue from

repetitive events.

Instagram, on the other hand, emphasizes the

aesthetic appeal of images, making it an ideal

platform for high-end, luxury brands to showcase

their products. This platform is better suited for

brands focused on long-term image building and

loyalty. Emphasizing the practicality and

sustainability of products helps to avoid positioning

them solely as luxury items, thus reducing potential

consumer pressure, anxiety, or inferiority. Brands can

also foster emotional connections by highlighting

personal style and how the product fits seamlessly

into everyday life. Adding appropriate tags further

enhances brand visibility.

Ultimately, the choice for brands between gaining

rapid exposure and high sales or building a high-end

brand image depends on their market positioning.

This study focuses only on Douyin and Instagram's

role in influencer marketing, without analyzing the

impacts of other platforms like YouTube or Weibo.

Therefore, it may not fully represent the broader

effects of influencer marketing across social media.

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