Strategies for Short Video Platforms to Empower Agriculture - Taking douyin platform as an example

The Hong Kong Polytechnic University, Management Department, 11 Yuk Choi Road, Hung Hom, Kowloon, Hong Kong, China

^* Corresponding author: 22101416d@connect.polyu.hk

Abstract

Short video platforms have gradually become a new engine for agricultural development under the Chinese rural revitalization strategy. The phenomenon of the short video platform empowering agriculture has essential theoretical and practical significance for promoting agricultural modernization and improving farmers' living standards. Using Douyin as a case study, this paper discusses how short video platforms empower agriculture through case analysis. Research finds that short video platforms can effectively increase agricultural product sales and shape rural areas' image. However, problems include uneven content, lack of e-commerce live broadcast talents, and reduced competitive advantages. Therefore, it is necessary to strengthen the supervision of short video content and cultivate live e-commerce broadcast talents through agricultural Multi-Channel Network organizations. This paper has significant reference value for using short video platforms to empower agriculture, solve problems in developing e-commerce-assisted agriculture, and improve farmers' living standards. At the same time, it also provides essential decision-making references for policymakers and helps promote the implementation of rural revitalization strategies.