Research on the Mechanism of Food Production Short Video Content Marketing from the Perspective of Use and Gratification Theory

Abstract

To explore the marketing mechanism of food production short videos, and promote the development of the short video industry, this article analyzes the marketing methods of food production short videos to meet the needs of short video users and stimulate their purchasing power based on the Use and Gratification Theory. This article uses literature research and questionnaire survey to combine the results of the questionnaire survey with previous views, and finally finds that food production short videos are actively chosen by users of short video platforms because they meet users’ needs of stress relief, cognitive needs, and social integration needs. Ultimately, commercial conversion is achieved through integrating product promotion into the work, embedding advertisements, live streaming sales, and a number of food bloggers who gain influence and attention beyond peers even have their own brands. This article also points out the existing problems of such short videos, such as serious homogenization and misleading. At the end of the article, suggestions for future development are put forward.