Abstract: Taking the short video promotion of Li Ziqi’s team as an example, this paper briefly analyzes the characteristics of Li Ziqi’s video dissemination and promotion under the “5W model” of communication, and on this basis, the problems in China’s agricultural product video promotion are analyzed from the perspective of communication. The results show that there are problems such as the rural culture strangeness, insufficient branding of agricultural products and uneven video promotion content in the current video promotion of China’s agricultural products. To improve above problems, it is necessary to adopt measures such as accumulating agricultural cultural consumption capital to reduce “cultural unfamiliarity”, insisting on “content is king” to strengthen the brand building, making full use of the new media matrix and establishing a professional team.

Key words: communication, agricultural products, video promotion, Li Ziqi