The dissemination strategy of intangible cultural heritage on the Douyin platform and cultural identity among young people

China places great importance on the inheritance and development of intangible cultural heritage. Through multiple field investigations and research on intangible cultural heritage projects, the importance of promoting the inheritance and development of excellent traditional culture has been emphasized. This paper introduces the SIPS model of social communication generated in the new media era to conduct a quantitative analysis of the dissemination strategies of intangible cultural heritage on the Douyin platform. The average scores for the four stages of the SIPS model among respondents were 3.725, 3.664, 3.608, and 3.719, respectively, all exceeding 3 points, indicating that the analytical results of the SIPS model are highly valid. Young people face negative issues such as anxiety and confusion regarding cultural identity. This paper re-examines the effectiveness of cultural identity among young people on the Douyin platform and proposes three breakthrough paths: youth identity, integration, and innovation. An analysis of the effectiveness of these pathways reveals that young people have a high level of cultural identity toward intangible cultural heritage, with an average score of 3.956, and all dimensions averaging above 3.7, indicating that young people have strong emotional and behavioral intentions toward learning and protecting intangible cultural heritage.