Short-video social media is becoming a major advertising tool in the digital age. Covert advertising is increasingly used as a major strategy to effectively promote a product. This study aims to explore the genre of covert short-video advertisements launched in Douyin—the Chinese version of TikTok. It integrates Bhatia’s critical genre analysis approach with Kress and van Leeuwen’s Multimodal Discourse Analysis approach as the conceptual framework. The researchers selected 100 covert short-video advertisements in Douyin for analysis. The findings demonstrate how this genre is manipulated to exploit consumerism, to shape consumer culture and to drive business growth through rhetorical moves, interdiscursivity and exploitation of multimodal resources. This study not only gives insight into the less explored deceptive new media genre but also contributes to recognition of covert short-video advertising and methods in analyzing genres in the age of “new media.”