Explore the Reasons for the Success of the "Grass-planting" Marketing on Social Media PlatformTake Xiaohongshu as an Example

Abstract

In the era of new media, various social platforms continue to develop, and user demand has become the key point of platform development. "Grass-planting" marketing emerged as a new way of marketing, providing users with advice on all aspects and making them develop the desire to consume, which is finally transformed into consuming. Using the method of literature review, this paper briefly discusses the meaning of "Grass-planting" marketing and the characteristics of Xiaohongshu. Based on the perspective of uses and gratification theory, taking Xiaohongshu as an example, this paper analyzes the behavior and psychology of users in the "grass-planting" marketing of Xiaohongshu in recent years, and what different needs of users are met, so as to explore the reasons for the success of "Grass-planting" marketing. This paper finds that users choose to be "grassed" in order to meet their own cognitive needs, emotional needs, personal integration needs, social integration needs and pressure release needs.