The Influence of Short Video Platform on User Conversion of Financial Products and the Optimization of Marketing Path

Peilun Fu

GBP Proceedings Series, 2025, vol. 14, 95-101

Abstract: With the rapid proliferation of the internet and the widespread adoption of mobile devices, short video platforms have evolved into a central medium for digital content consumption, profoundly influencing daily life, social interaction, and commercial activities. Beyond their primary role as entertainment channels, these platforms have increasingly become critical tools for marketing, offering unique opportunities for financial institutions to engage potential customers. This study examines how short video platforms affect user conversion in financial product marketing, emphasizing the interplay between platform features, content presentation, and consumer behavior. Specifically, we analyze how algorithm-driven recommendations, personalized feeds, interactive engagement mechanisms, and visually compelling short-form content shape users' decision-making processes and trust perceptions, thereby influencing their likelihood of adopting financial products. Furthermore, the research investigates current promotional approaches on these platforms, including influencer collaborations, targeted advertisements, gamified campaigns, and educational content designed to simplify complex financial concepts. By assessing the effectiveness of these strategies in driving user engagement, retention, and conversion, the study identifies key factors that enhance the persuasive impact of marketing efforts. Building on these insights, the study proposes a set of optimization recommendations, such as leveraging data analytics for precise audience targeting, integrating storytelling techniques to strengthen brand narratives, and designing interactive elements that promote user participation and commitment. By combining empirical analysis with practical recommendations, this research provides a comprehensive framework for financial product marketing on short video platforms. The findings aim to guide financial institutions in crafting adaptive, user-centered marketing strategies that not only enhance brand visibility but also foster long-term customer relationships. Ultimately, this study contributes to a deeper understanding of how digital channels can be harnessed to optimize marketing performance, maximize user conversion, and respond proactively to evolving market dynamics in the financial sector.

Keywords: short video platform; financial products; user conversion; marketing path; influence analysis (search for similar items in EconPapers)
Date: 2025
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