Socialized Communication Strategies of Gaming Peripheral Brands: Audience Interaction and Content Marketing Analysis of Razer China on Douyin Platform

In the age of short video platforms, gaming peripheral brands are shifting from traditional marketing to interactive and emotionally engaging communication strategies.This study examines how Razer China leverages Douyin to connect with its young gamer audience through participatory content and culturally relevant language.By analyzing five representative videos and selected livestream content from March 2025, the research highlights how Razer uses memes, internet slang, and informal tones to build a sense of community and brand loyalty.The findings show that content framed around humor, novelty, or co-created meaning generates significantly higher engagement than standard promotional posts.Additionally, livestreams serve as a real-time interaction space that compensates for the brand's limited response to comments.Overall, the study concludes that Razer China's success on Douyin is rooted in its ability to blend fan culture with strategic content design, creating a brand environment where users feel involved, understood, and encouraged to participate.