| In recent years,short video live broadcast platforms have become the most popular media in politics,economy,life,and entertainment.The outbreak of COVID-19 in 2020 has forced people to stay at home.At that time,the number of users of short video live broadcast platforms surged.Among all Internet platforms in China,Douyin has become the short video live broadcast platform with the highest daily user activity.In 2020,Douyin has 400 million daily active users,and it has exceeded 600 million in 2021.From the perspective of the Douyin platform,it does not want all Internet celebrities and output content to be commercialized.The platform also hopes that amateurs can continue to produce high-quality content,so that Douyin’s short video live broadcast content will flourish.On the one hand,Hunan Province is a region where the media industry is booming.On the other hand,Hunan has a variety of historical,cultural and natural environments suitable for the production of high-quality content,especially in rural areas of Hunan where there is room for development of featured content.At the end of 2019,Douyin entered Hunan to establish Douyin Hunan Marketing Department.Douyin has penetrated deep into the sinking market in Hunan,developing and incubating Hunan’s Sannong Internet celebrities.It tries to showcase videos and live content featuring Hunan agriculture,rural areas and farmers.Taking the agriculture,rural areas and farmer Internet celebrities in the Hunan region of the Douyin company as the research object,this paper uses the literature analysis method to summarize the domestic and foreign research on short videos and live broadcasts,MCN institutional research,and Internet celebrity incubation.At the same time,this paper also expounds the relationship between short video,live broadcast,MCN and Internet celebrities,as well as the current situation and significance in the world.This paper draws on STP strategy theory,5T word-of-mouth marketing theory,SRIL formula theory,as well as field experiments,case studies and in-depth communication with incubation objects in my work on the Douyin platform.This paper analyzes the characteristics and advantages of Hunan agriculture,rural areas and farmers in the field of short video live broadcast.At the same time,this paper puts forward the idea of three stages of incubating agriculture,rural areas and farmer Internet celebrities,and summarizes a complete set of Hunan local agricultural,rural and farmer Internet celebrity incubation strategies.Based on the strategy,this paper proposes the expected effect of Hunan agricultural,rural and farmer internet celebrity incubation,in order to expect Hunan agricultural,rural and farmer internet celebrities to shine on the Douyin platform.Finally,this paper puts forward the safeguard measures that need to be implemented to achieve the goal,to ensure the accurate and efficient implementation of agricultural,rural and farmer Internet celebrity incubation,so as to present videos and live broadcast content with Hunan rural characteristics.This article hopes to help the Douyin company to better penetrate into the incubation of Internet celebrities in Hunan’s agriculture,rural areas and farmers’ markets,and to improve the quality and quantity of UGC and PGC videos and live broadcasts created by the Douyin platform in Hunan’s rural areas.At the same time,it will bring valuable strategic reference experience to enterprises,teams,and individuals who are interested in incubating agriculture,rural areas and farmers or related industry chains of Internet celebrities in sinking areas.And also hoping that through short video and live broadcast traffic monetization and self-display can increase income for rural people and realize a diversified self-worth.Through the above measures,it can help rural revitalization and promote the economic and cultural development of agriculture,rural areas and farmers. |
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