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Social Internet of thing (SIoT) is an emerging area that introduces sociology theories into IoT networks, in order to support the spread behaviour of multimedia contents. With the explosive growth of data in the internet, traditional solutions are no longer suitable for large-scale SIoT networks. To address this challenge, this work target to optimize the information propagation in SIoT networks. First, we establish a novel model to divide SIoT network into communities on the basis of network social attributes. Second, we propose an information dissemination control mechanism based on variation trends of content popularity, in order to maximize the spread performance of information. Third, we check the relations between performance indicators and network attributes via a computer simulation. Simulation results show the feasibility of the proposed mechanism. Simulations results also reveal that the proposed mechanism make better balance compared with existing solutions in terms of efficiency and complexity.