Analysis of Content Marketing Communication Strategy of the Internet Insurance Industry on the Xiaohongshu Platform

School of Economics and Management, Dongguan University of Technology, Dongguan, 523808, China

^* Corresponding author: mika@adhafera.com.cn

Abstract

With the development of Internet technology, the insurance industry has ushered in transformation and upgrading, the most prominent achievement of which is Internet insurance. Internet insurance has completely changed the traditional way of insurance sales. Currently, the content platform is the central position of Internet insurance marketing. Many Internet insurance companies carry out content marketing on the Xiaohongshu. Creating content attracts users to consult and then sell insurance products. Today, this Internet insurance sales model is quite mature. This paper uses the 5W theory, content analysis method, and case analysis method to analyze the communication strategy of Internet insurance on Xiaohongshu and finds that it adapts to the style of Xiaohongshu through young language, creating scenarios, and creating rich insurance content on the platform. However, there are areas for improvement, such as severe content homogenization and false advertising. In response to these issues, the author proposes optimization suggestions such as understanding user needs and regularly organizing training for content creators.