Research on KOL marketing strategy optimization in social media platforms: Taking Xiaohongshu as an example

Jingling Zhang

doi:10.54097/ddnh2943

Authors

Jingling Zhang

DOI:

https://doi.org/10.54097/ddnh2943

Keywords:

Xiaohongshu, KOL marketing, content optimization, user interaction.

Abstract

With the rapid development of social media platforms, KOL (key opinion leader) marketing has become an essential tool for brand communication. Xiaohongshu has become a popular platform for enterprises implementing KOL marketing due to its unique community culture and content ecology. However, at this stage, KOL marketing often faces challenges such as content homogeneity, over-commercialization, and a crisis of user trust, which negatively affect both the effectiveness of brand communication and the user experience. This paper focuses on Xiaohongshu as the research subject, integrating platform characteristics and user behavior. It analyzes the traits of content creation and marketing effects of head, middle, and tail KOLs in a hierarchical manner while exploring strategies to optimize KOL marketing. The study reveals that middle and lower KOLs excel in user conversion due to their authenticity and high levels of interaction. At the same time, narrative and emotionally resonant content is more likely to enhance user participation. Based on these findings, this paper presents optimization suggestions such as a hierarchical cooperation model, refined narrative strategies, enhanced community interaction, improved technical support, and stronger regulatory mechanisms. These recommendations provide theoretical support and practical guidance for enterprises engaging in KOL marketing on the Xiaohongshu platform.

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