Research on the Strategy of Realizing Revenue Under the Business Model of Short Video Platform -- Taking TikTok as an Example

Yutong Zhou ()
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Yutong Zhou: Wuhan University, School of Economics and Management

A chapter in Proceedings of the 2025 5th International Conference on Enterprise Management and Economic Development (ICEMED 2025), 2025, pp 373-380 from Springer

Abstract: Abstract Against the backdrop of the rapid development of short video websites, effectively monetizing traffic has become a significant challenge. This study selects the head-short video platform TikTok as an example, focusing on its monetization of and proposing improvement suggestions. The approaches of monetization are mainly divided into two types, transaction promotion-based monetization and emotional relationship-based monetization, each including information flow advertisements and e-commerce diversion advertisements, live-streaming sales, and live-streaming rewards. Through analysis, it was found that TikTok’s income structure is single and vulnerable to market and policy influences. Therefore, to further expand the market size and increase monetization, TikTok can optimize the advertising and traffic allocation mechanism, support small and medium-sized businesses, optimize the e-commerce ecosystem, and promote content innovation and diversified monetization.

Keywords: Business Model; Short Video Platforms; Transaction Promotion-based Monetization; Emotional Relationship-based Monetization (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-811-0_40

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DOI: 10.2991/978-94-6463-811-0_40

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