This paper examines how short-form video platforms have transformed the landscape of visual art promotion in China, with a focus on Douyin (TikTok) and Xiaohongshu (Little Red Book). These platforms have redefined traditional art marketing by offering new digital spaces where artists can bypass institutional gatekeepers and connect directly with audiences. While Douyin emphasizes algorithmic characteristics and trend-driven aesthetics, Xiaohongshu focuses on deeper engagement through storytelling and community discourse. Through case studies of fashion designer Li Wei and typographic designer Gaohan, the paper highlights contrasting strategies for digital self-presentation, cultural expression, and audience interaction. It further explores the implications of algorithmic systems, AI-generated content, and platform usages on artistic identity, visibility, and professional opportunity. By analyzing these emerging trends, the study uses short-form video as both a promotional tool and a cultural force, shaping how visual artists market their work and build public personas in a rapidly evolving media environment.
Zhonglian Jiang (Wed,) studied this question.