An Optimization Study on the Marketing of Outfit Short Video Content - Taking Xiaohongshu as an Example

Abstract

Numerous short video platforms have emerged amidst contemporary digital trends, among which Xiaohongshu (XHS) stands out as a social e-commerce platform primarily focused on lifestyle sharing. The outfit-related short video content on XHS has garnered extensive attention and popularity among users. This study aims to analyze the marketing of XHS’s outfit short videos from the perspective of users, based on the five dimensions of the AISAS model: Attention, Interest, Search, Action, and Share. It delves into aspects such as user behavior and content characteristics. A total of 332 questionnaires were distributed through various online platforms, of which 10 were invalid, leaving 322 valid questionnaires, resulting in an effective response rate of 96%. The findings propose five optimization suggestions: implementing a personalized recommendation mechanism, enhancing product storytelling, focusing on user interaction and participation, collaborating with shopping apps, and providing authentic and effective product evaluations. These recommendations hold significant guidance for content creators and brand merchants of outfit short videos on the XHS platform and also offer insights for the marketing optimization of social media and short video platforms.