The decisive role of the aesthetic differences of Xiaohongshu users on the marketing strategy of the male brand KOLC

曹颖欣（Coco Appleby）

Although female users still dominate Xiaohongshu, the diversified development trend of Xiaohongshu has become increasingly evident. Among them, the huge male active population has attracted various brands to come here for in-depth contact. The original demand on Xiaohongshu affects male users' pursuit of fashion and beauty, but male users also have their own differentiated attributes. Not only fashion, food, travel, smart devices, etc., have also become high-profile topics related to men on Xiaohongshu. For male brands that want to reach consumers on Xiaohongshu, it is necessary to choose KOL/KOC strategies, how to cooperate with them, how to formulate attractive content, etc., to help achieve an emotional connection.

This article is selected from the topic "Spotlight China Focus: Prevalence of Planting Grass Marketing, Exploring the Influence and Potential of KOL/KOC" , click to go to the topic page, the subsequent releases of this series will continue to focus on this topic, so stay tuned!

By the end of 2022, Xiaohongshu will have nearly 300 million monthly active users, 20 million monthly active creators, and 3 million+ notes published daily1;inaddition, the proportion of male users will reach 30% 2 .

The huge male active consumer group has attracted various brand merchants to reach out...

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