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As one of the most popular ways of disseminate information, short videos can quickly attract the audience's attention, quickly deliver content quickly. This way is simple, fast, practical, and easy to spread and interact. Beauty short videos are currently a hot topic on all major short video platforms. In addition, with the transformation of aesthetics in modern society, the public has gradually accepted the concept of male make-up.Based on Douyin (TikTok), the most used short video platform in China, this paper selects five male beauty bloggers who are famous on social media. By analyzing the content of their videos, this paper explores the construction of male beauty bloggers' images and their influence from the perspective of gender differences.

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This article uses content analysis, including summarizing and quantifying the text. A research methodology that objectively, systematically, and quantitatively describes the clear content of communication. (Berelson, 1952). In this paper, five male beauty bloggers were selected from the Douyin(Tiktok) platform, and 50 videos were selected from their videos as the research sample.The sample was coded using content analysis to explore the characteristics of the cover, language characteristics, behavior, and clothing of the beauty bloggers' videos. The analysis of the characteristics of these texts can be obtained that male beauty bloggers present three commercial images: beauty master consultant, male confidant, and drama king.

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Men play an important role in changing beauty norms on social media while they enforce women’s specified beauty practices (Jalba, 2018). With the development of economy, the requirements and perceptions of appearance are also changing. The feminine label of cosmetic products is gradually fading. More and more men are concerned about beauty and are aware of and using beauty products (Karjo, Wijaya, 2020) The attractiveness of a made-up male face is higher. ( Batres , Robinson, 2022). The data shows that male and female beauty influences have shown differences in their features and characteristics of language. Men's beauty influences tend to be more straightforward and directive. On the other hand, are more inclined to perform actions or activities( Imawan,2019). Male beauty influences represent the rise of a new customer segment and a new way of consuming. They represent the rise of a new customer base and a new way of constructing gender identity through consumption.(Komulainen, Hjort, 2017).Male beauty influences are crossing gender boundaries in a hybrid and fluid way. This means they are mixing different masculine and feminine traits in a very liberal way, both physically and verbally. The consumption of make-up by male beauty bloggers refers to a mixed understanding of gender. (Komulainen, Hjort, 017).

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What kind of role do male beauty bloggers portray in their videos?

Do they use this role to their advantage when distributing beauty video content?

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Male beauty bloggers are mainly between the ages of 18-30, the age of the bloggers showed a trend of getting younger. The largest number of followers is in the 18-23 age range, accounting for 40%-60% of all followers.

Presenting a “sweet guy” blogger image, with fun and friendly language and exaggerated facial expressions to support product presentation

By comparing the titles of male beauty bloggers' videos and the top three types of products purchased by their followers, we can see that there is a strong correlation between the content of bloggers' videos and the products they recommend, which affects the purchase intentions of most female consumers.

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For female audiences, male bloggers can provide heterosexual aesthetics. They are familiar with all aspects of makeup knowledge. In this way, based on gender difference, more different aesthetic views and beauty information are provided. It makes male makeup influencers more attractive on social media platform. With the improvement of men's aesthetic awareness, and the phenomenon that men are keen on skin care and beauty makeup and sharing their beauty experience, the acceptance of men's makeup has also increased under multiculturalism.

At the same time, in contemporary society, the images of male confidant and sweet guy are very popular among girls, and most of the fans are women, who show their care for women through friendly words. The gender shaping of male beauty bloggers will be affected by many factors.With the changes in the bloggers' self-gender concept and understanding, and the positive shaping of their own image, it can be clearly felt that the videos of male beauty bloggers have a more positive effect on the construction of social images, especially male images.

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Lokithasan, K., Simon, S., Jasmin, N. Z. B., & Othman, N. A. B. (2019). Male and female social media influencers: The impact of gender on emerging adults. International Journal of Modern Trends in Social Sciences, 2(9), 21-30.
Jalba, R. (2018). If and how are Instagram's top male makeup influencers shifting the beauty norms & beauty representations in a female oriented industry.
Karjo, C. H., & Wijaya, S. (2020). The Language Features of Male and Female Beauty Influencers in Youtube Videos. English Review: Journal of English Education, 8(2), 203-210.
Komulainen, V., & Hjort, M. (2017). Men in Makeup: Performances of gender transgression in male beauty vloggers’ makeup consumption.
Berelson, B. (1952). Content analysis in communication research.
Molyneaux, H., O'Donnell, S., Gibson, K., & Singer, J. (2008). Exploring the gender divide on YouTube: An analysis of the creation and reception of vlogs. American Communication Journal, 10(2), 1–14.