The short video App represented by “Kwai” provides a platform of entertainment and communication for users in rural areas. Exploring the relationship between adoption of Kwai App and rural users’ subjective well-being has far-reaching practical value and theoretical significance. Adopting questionnaire survey，through the survey of 400 “Kwai” users in rural areas，this paper found that Kwai short video improves the subjective well-being of rural users，obtaining online social capital increases rural users subjective well-being；upward social comparison will weaken the subjective well-being，online social capital and the upward social comparison are able to play an intermediary role between use intensity and subjective well-being；unmarried rural users have higher subjective well-being；users with high school education have the highest intensity of use，are most likely to obtain social capital，and are more inclined to make social comparison. Economic income level still plays a leading role in the acquisition of social capital online，gender and age factors show no significant differences in the use intensity，obtaining online social capital，upward social comparison and subjective well-being.