A Study on the Practical Challenges and Countermeasures in the Social Media Communication of the Xueersi Educational Brand:Taking Xiaohongshu Platform as an Example

Abstract

The "Double Reduction" policy has propelled quality-oriented education as the core development direction of the education industry, with study tours emerging as a vital platform for practical learning and experiencing sustained market demand growth. Xiaohongshu, boasting over 200 million monthly active users, has become a key channel for educational brands to reach target audiences. As a leading brand in the education sector, Xueersi's study tour services have cultivated core strengths through professional curriculum systems, dual-teacher quality services, and immersive experiences, achieving annual enrolment of 120,000 students with a 92% user satisfaction rate. However, its brand potential remains underutilised on Xiaohongshu. This paper employs case analysis, data analysis, and literature review methods, applying the Uses and Gratifications theory and word-of-mouth communication theory to systematically examine the current status and challenges of Xueersi's study tour dissemination on Xiaohongshu. The research identifies issues including severe content homogenisation, failure to highlight core strengths, improper algorithm utilisation, prominent compliance risks, weak user engagement, and inefficient conversion pathways. These problems stem from misaligned content strategy positioning, insufficient operational expertise, and inadequate user-centric thinking. Accordingly, the paper proposes three key dimensions—content innovation, platform adaptation, and interaction/conversion optimisation—to enhance Xueersi's study tour effectiveness on Xiaohongshu. Recommendations include building differentiated scenario-based content matrices, strategically applying algorithms and compliance rules, and establishing emotional connections with streamlined conversion pathways. These measures aim to improve dissemination impact and conversion efficiency while providing a reference framework for similar study tour brands' social media strategies.