The Research on the Influence of Food Videos on Xiaohongshu on Chinese High School Students’ Food Consumption Motivation

Abstract

With the development of Internet technology and the accelerated pace of life, many of people’s activities have gradually moved online, and bloggers of various types have flocked to the site. Among them, food bloggers have attracted everyone’s love and attention. Xiaohongshu is also a media that collects multiple types of recommendations. In recent years, one of its important vertical contents, food short videos, has also entered public life relying on its unique content style and communication method. This article studies the influence of food bloggers on Xiaohongshu on the platform, fans and various businesses. This study shows that the operation of Xiaohongshu bloggers has both advantages and disadvantages for the public and daily life. It can not only promote the public’s participation in Reasonable consumption of food, but at the same time, it also faces the problem that the live broadcast of goods is sometimes unreasonable and irregular, which requires strict requirements and control by relevant departments and platforms. There are various types of food bloggers on Xiaohongshu: food tutorials, food broadcasts and shop explorations, scene presentations. However, there are too many bloggers of the same type, they are not very innovative, the content on the same channel is similar, the user experience gap is large, and they are overly entertaining. To address these problems, we can encourage innovation and optimize content production; collaborate with multiple parties to improve user experience; strictly control and standardize content dissemination; strengthen social networking and improve communication effects.