THE INNOVATIVE DIRECTION OF CONTENT MARKETING ON XIAOHONGSHU UNDER THE FAN ECONOMY

This article focuses on the innovative directions of content marketing on Xiaohongshu in the context of the fan economy. Firstly, the relevant concepts and current development status of fan economy and content marketing on Xiaohongshu were expounded, and the influence of fan economy on content marketing on Xiaohongshu was analyzed. Then, it delved into the problems existing in the current content marketing of Xiaohongshu, including severe content homogenization, false marketing phenomena, and insufficient depth of user interaction. Based on this, innovative directions for Xiaohongshu's content marketing have been proposed from aspects such as precisely positioning the target fan group, creating personalized and differentiated content, strengthening user interaction and participation, and innovating marketing forms with the help of new technologies. The aim is to provide useful references and strategic suggestions for Xiaohongshu's content marketing in the era of fan economy, in order to enhance its market competitiveness and user stickiness.