Research on Marketing Communication Strategy of Soft Advertising in Xiaohongshu APP

Chengdu No.7 High School, Chengdu, 610011, China

^* Corresponding author: Roxie.Zhao@calhoun.edu

Abstract

With the rapid development of the Internet, the role and effect of online sales are constantly emerging. In this process, advertising marketing is an indispensable and important part. However, traditional hard advertisements do not show advantages in this online competition, while soft advertisements show irreplaceable marketing advantages. In order to promote the development of soft advertising and provide more efficient advertising methods for more e-commerce companies, this article will take Xiaohongshu as a case to analyze in detail the application strategy, advantages and disadvantages of soft advertising in the platform. Through case analysis, bibliography method and comparative analysis, this passage finds that Xiaohongshu suffers from flooding of brand soft ads, low flow of brand soft ads, KOL’s selection risk and serious content homogeneity. In order to solve these problems, Xiaoshongshu is supposed to create explosive notes, improve flow, choose the right KOL, strengthen the supervision mechanism and optimize the content of soft ads. Through these studies, it is able to enrich the content of soft advertisements and improve their communication efficiency, promote platform operations, help merchants obtain higher profits, and provide business models for other cases.