An Analysis of Precision Marketing Strategies on Social Media

DOI

10.2991/978-2-38476-541-6_63How to use a DOI?

Keywords

Precision Marketing; Social Media; Rednote; KOL/KOC Marketing; Algorithmic Recommendation

Abstract

The advent of the digital age has radically reshaped the marketing landscape, shifting it away from a mass communication model toward a personalized, data-driven, and interactive paradigm. This paper explores the notable success of Xiaohongshu—a leading Chinese social e-commerce platform—in leveraging user-generated content (UGC) to drive precision marketing. The primary objective of this study is to deconstruct and systematically analyze the core elements of Xiaohongshu’s precision marketing strategy. Employing a qualitative case study methodology, this study provides an in-depth exploration of the platform’s unique ecosystem, algorithmic recommendation system, key opinion leader/consumer collaboration model, community trust building, and content tagging infrastructure. The analysis demonstrates that Xiaohongshu’s marketing effectiveness stems from the synergy and integrated operation of these elements, fostering a high-trust marketing environment and enabling precisely targeted content distribution. The paper concludes by emphasizing that Xiaohongshu’s model provides a replicable strategic framework for brands seeking to achieve deep user engagement in the contemporary social media landscape, highlighting that authenticity and community—rather than mere data analysis—are pivotal to effective precision marketing.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Wenyang Xiao
PY  - 2026
DA  - 2026/02/26
TI  - An Analysis of Precision Marketing Strategies on Social Media
BT  - Proceedings of the 2025 5th International Conference on Culture, Design and Social Development (CDSD 2025)
PB  - Atlantis Press
SP  - 574
EP  - 580
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-541-6_63
DO  - 10.2991/978-2-38476-541-6_63
ID  - Xiao2026
ER  -