【Purpose/significance】 In the intense competition for user attention, effective short-form video content strategies play a cru⁃

cial role. Exploring the impact of these strategies on user engagement behaviors holds significant significance for research on new me⁃dia communication and online user behavior.【Method/process】 Employing the elaboration likelihood model (ELM) theory as a refer⁃ence, we constructed a research framework to examine the factors influencing user engagement behaviors in short-form videos. Two strategic paths were considered, focusing on the connection between content features and user behavior. We selected a sample of 12,694 short-form videos from Douyin's new energy vehicle enterprise accounts for analysis. Within this sample, we conducted research on 520 feature samples using methods such as content strategy encoding analysis and OLS regression analysis.【Result/conclusion】The findings reveal that sensory, ration, and ego message strategies significantly influence user engagement behaviors. Furthermore,real-life scene filming, non-linear narrative, long-form shot splicing, and message interaction stimulate multidimensional engage⁃ment. Video length positively affects favorite behavior, while filming perspective shows no significant impact.【Innovation/limitation】This article offers novel theoretical insights for the study of new media information dissemination and online user behavior, along with actionable recommendations for the practical operation of enterprise short-form videos.