CULTIVATING TRUST AND ENGAGEMENT: CONTENT MARKETING INSIGHTS FROM R SOCIAL MEDIA"

Abstract

The R social media platform, launched in Shanghai in 2016, has rapidly amassed over 250 million users within a decade. This meteoric rise can be attributed to its distinctive marketing strategies tailored to a young user base aged 18-35. Notably, R sets itself apart from other recommendation platforms by championing originality as its primary recommendation form, fostering a unique "grass planting" ecosystem.

This platform thrives on user-generated content, with bloggers and well-known users sharing original works that resonate deeply with the audience. The R platform's "Amway" approach catapults these original works to popularity among ordinary users, fostering trust and credibility within the community.

Statistics reveal that R's users predominantly engage with content related to food, beauty, cosmetics, inspiration, and more. Users turn to R's notes for quick and authentic insights, using them as a resource to make informed decisions, further solidifying their loyalty to the platform.

This study delves into R's content marketing strategies and the challenges it faces. It seeks to identify solutions to these challenges, shedding light on the platform's continued growth and influence.