KOL Marketing Strategies on Short Video Platforms——A Case Study of Film Promotion on Bilibili

Abstract

This study aims to systematically analyze the application and effectiveness of KOL marketing in film promotion on Bilibili, a short video platform. It explores specific marketing strategies and implementation paths, assesses their impact on audience behavior and film dissemination, and discusses the unique advantages of this marketing approach. Through this research, we hope to provide valuable marketing insights for the film industry to maximize promotional effectiveness on Bilibili and similar short video platforms.