The Impact of Evolving Regulatory Policies on Content Strategies: A Case Study of Xiaohongshu (Red Note) Bloggers

Abstract

With the rapid growth of the digital economy, content platforms have become increasingly important in information dissemination, consumer decision-making, and shaping social opinion. However, issues like content proliferation, false advertising, and algorithmic manipulation have become more prominent, leading the government to enhance oversight of these platforms. This study examines how changes in regulatory policies influence the creative strategies, commercial collaborations, and platform migration of Xiaohongshu (Red note) bloggers. Through a literature review and empirical observation, the research aims to provide insights into the impact of digital platform governance from a micro perspective and offer practical recommendations for optimizing content ecosystems and improving governance effectiveness. The findings suggest that, in response to stricter regulations on advertising compliance and content authenticity, Xiaohongshu has transitioned to a platform focused on trust, user engagement, and a more authentic lifestyle. Bloggers have shifted from direct product promotion to more subtle, context-driven expressions. Additionally, there has been a significant shift in commercial collaborations and revenue models. This study focuses solely on Xiaohongshu. Future research could extend this analysis to cross-platform comparisons, explore regulatory impacts across different platforms, further investigate user engagement and trust, and examine the long-term sustainability of these new content strategies.