Research on the Operation Modes of Beauty and Fashion KOL on Social Media Platform

Abstract

The update of mobile Internet technology has driven the development of social network platforms and we media. As the main audience in the field of beauty and fashion, women are more and more inclined to obtain fashion information through social networks and we media platforms, especially more and more young people sense and release the latest fashion information through new media. Xiaohongshu is a fashion communication platform widely welcomed by Chinese young women in recent years. Taking xiaohongshu as an example, this paper analyzes the data collected by relevant platforms by observing a series of activities displayed on social media platforms, and quotes actual cases to try to summarize two operation modes of beauty fashion KOL, namely content-centered operation mode and IP construction operation mode. This paper believes that clarifying these two operation modes has a certain guiding and enlightening effect on expanding KOL's own fan base. At the same time, this paper is also beneficial to add cases of opinion leaders in the new media era.