Video Content Design of Luoyang Community Agriculture Products on Social Media Platform

Abstract

The design of video content for Luoyang community agricultural products on social media platforms plays a crucial role in enhancing the visibility and marketability of local products. This research focuses on the creation, evaluation, and optimization of video content tailored to the specific needs of the Luoyang community's agricultural sector. The study has three primary objectives: 1) To analyze the components of agricultural product video content that influence customer purchases on social media; 2) To develop video content designs for Luoyang community agricultural products on social media platforms; and 3) To assess the effectiveness of these video content designs in raising awareness and influencing consumer behavior.

During the period from January 2023 to July 2024, this study conducted extensive research in the Luoyang region, including surveys, interviews, and content analysis of existing social media videos. The research focused on popular social media platforms, particularly Douyin, which is widely used in China for marketing and sales of agricultural products. A total of 35 interviews were conducted with local farmers, marketing experts, and social media influencers to gather insights into effective video content strategies.

The results of the study are as follows: (1) The key components influencing consumer purchase decisions through video content include product display, storytelling, emotional engagement, and social proof. These elements, when effectively combined, can significantly increase consumer interest and willingness to purchase agricultural products. (2) The design of video content should focus on authenticity, cultural relevance, and interactive elements to engage the target audience. Videos that showcase the unique qualities of Luoyang’s agricultural products, combined with relatable narratives and local culture, tend to perform better on social media platforms. (3) The awareness and influence of video content can be enhanced through strategic use of hashtags, collaborations with influencers, and integration of consumer feedback into future content.

This study provides valuable insights into the design and implementation of video content strategies for agricultural products in Luoyang. The findings contribute to the broader understanding of digital marketing in rural China and offer practical recommendations for improving the visibility and sales of local agricultural products through social media.

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