Examine and Assess the Influence of Content Development on Xiaohongshu Platform for Brand Interaction: An In-depth Analysis of a Minor Stationery Corporation's Strategy

This paper takes the small stationery brand of XiaoHongshu platform as the research object, and discusses the influence of its content marketing on brand communication. Through the combination of quantitative and qualitative methods, 400 "notes" from 20 leading small stationery brands were analyzed, considering external factors such as release timing, market competition, and product popularity, and the characteristics of high-quality and low-quality notes and their communication effects were summarized. The study also takes into account social behavior factors, such as the use of Key Opinion Leaders (KOLs). These factors can significantly influence user engagement and brand perception. The study found that high-quality notes are generally outstanding in cover design, title relevance, content graphic combination and hashtag use, and are more inclined to use video (62% of high-quality notes), and significantly improve user interaction (average engagement volume 19,763). In addition, "Product display" and "product details introduction" accounted for the highest proportion of topics in notes, at 42.5% and 36%, respectively. Statistical analysis yielded χ²= 67.5, p<0.05. χ²= 67.5 shows that there is a significant difference between video notes and graphic notes in introducing product details. p<0.05 indicates that video notes dominate the introduction of product details. This paper further proposes strategies to optimize content marketing, including enhancing brand style unity, strengthening product detail display and increasing the proportion of video content, so as to help small stationery brands achieve brand communication goals more efficiently.