How Content Producers on Xiaohongshu Compete for Users' Attention?

Abstract

With the emergence of the digital era, attention has become a limited resource, and social media platforms have now emerged as primary spaces for competition of attention. This paper aims at studying the case of content producers on Xiaohongshu and the usage of their content strategies in order to gain and hold the attention of users in the framework of the attention economy. With the help of literature review approach, it is found that content producers on Xiaohongshu utilize certain strategies based on the manipulation of recommendation algorithms, involvement in communication processes, and authenticity performance in order to gain the attention of the audience.