Research on the development and operation methods of social media and marketing strategies: Take Douyin as an example

With the continuous development and innovation of technology, people’s ways of socializing and entertainment are becoming increasingly diverse. Currently, social media occupies a lot of people’s spare time. At present, Douyin platform has gradually become the darling of the social media world. The article adopts the case analysis method and from a commercial perspective, combines the development history of Douyin with its financial strategies and profit models to analyze its development advantages and potential challenges, and provides relevant suggestions. Through in-depth research, it is found that Douyin Company uses technology-driven precise algorithms to attract a large number of users and consumers. It adopts a diversified revenue model and makes profits through multiple channels. Its global expansion has significantly increased the number of users. However, Douyin also faces certain challenges such as political risks and issues related to content governance. In response to this, it is suggested that the platform can deepen its local operation and provide technical support for the review of short videos and establish and incentive mechanism. It is hoped that these conclusions can provide innovative inspirations for future research in the field of social media.