The Operational Logic of Culture-Based Short Video Marketing Empowering Brand Growth: The Case of Local Cultural Brands

Abstract

Many academics studying marketing have shifted their focus to the scientific study of short videos as a result of the rapid growth of new media. Despite the abundance of research findings, the majority of academics concentrate on short videos for pure communication purposes without analyzing how traditional culture is used in short videos for propaganda or the integration process. In order to support the long-term growth of marketing, investigate additional opportunities presented by short-video cultural communication, and broaden and deepen the scope of marketing research, this article conducted a thorough analysis of the best examples of short-video cultural communication using the literature analysis method. It also examined the primary ways in which short-video culture-based marketing supports the development of a brand and integrated a broadly applicable brand communication path. According to the brand case study, the "Cao County" brand primarily uses "official marketing + self-media dissemination + live broadcasting with goods" to promote local culture and tourism in Cao County. In contrast, the brand "Chuanxiang Xiaomeier" achieves brand image unification and short video communication content innovation through the usage of "personal account promotion, brand identification system, and family communication context creation". This article ultimately finds that the core path of "dual matrix mode creation + brand image unification + cultural background empowerment" supplies a reference program for short video culture promotion. It does this by combining the common points and communication benefits of the two scenarios.