A Study on User Comments on Douyin: Analysis of Film Promotion Strategies on Chinese Social Media

\nWith the development of the film industry, its industrial chain has become increasingly comprehensive, and the degree of industrialization has risen significantly. Publicity and distribution have also become crucial components of the film industry. Douyin’s official accounts offer several advantages, catering to the self-media market and the public’s aesthetic preferences, aligning with the leisure habits of today’s youth and the contemporary trend of recommending films to young people via mobile devices. This study employs stratified sampling to select film samples on Douyin. It focuses on official Douyin channels that have achieved significant dissemination, specifically targeting the official self-media channels of films with the highest traffic in the fan list. A total of 10 official Chinese film self-media channels were selected. The study then identified the highest-rated subjects and representative short videos as the sample. Douyin’s official film accounts present both advantages and disadvantages. The emphasis is on how to effectively utilize these accounts while mitigating the negative effects of misuse. For the advantages, the focus should be on promoting and continually innovating without becoming complacent. For the shortcomings, the aim should be to address and avoid them proactively to prevent being marginalized by society.\n