Francis Heylighen divides the replication process of memes into four stages, assimilation, memory, expression and transmission. From the perspective of memetic theory, based on the framework of Francis Heylighen's meme replication stage, this paper analyzes the communication mechanism of rustic video from the perspectives of assimilation, memory, expression and fission, so as to provide some ideas for constructing the dissemination mechanism of rustic video.