As e-sports content becomes more life-oriented, Xiaohongshu will attract more female attention. (III)

Although Xiaohongshu has opened up a new communication space for Honor of Kings, the operations department still faces the problem of platform ecosystem adaptation. It is more difficult than imagined to lay out a complete content ecosystem. It cannot be said that Xiaohongshu is not user-friendly, but after watching a video or live broadcast, exiting will directly jump to the homepage and be tracked again, or be flooded with content from other fields. Therefore, it is difficult to create an immersive e-sports experience.

Challenge 1: Immersive event experience

Suppose you are just average in your interest in e-sports. At first, you are curious and click on the live broadcast to watch the fierce competition. Then, a message pops up. You take a break and go out to reply. But you are swiped away and can never find it again. As a result, you go to pay attention to other content. To build a complete e-sports content ecosystem, live broadcast alone is far from enough. You also need to provide unlocked videos, event analysis, interesting news, entertainment pictures, etc. to retain users.

Challenge 2: Content conflicts with blogger style

E-sports is e-sports. Data such as the number of people involved and the frequency of display ultimately depend on the presentation style of bloggers. Some bloggers, in order to reflect their professional level, accidentally make the content very dull, too entertaining and forget the original intention. The biggest challenge is to strike a balance between the two and get it right. If the community culture conflicts with the personality of the blogger, not only will there be no traffic, but it will also cause public disgust. It is not a bad thing for the event to enter Xiaohongshu. Instead of blindly signing contracts and using it as a broadcasting platform to host fans and teams, it should use this to establish a brand and cultivate KOLs that fit the platform's tone to increase traffic. This is just the first step.

Challenge 3: E-sports content promotion

The second step is content planning. The target audience is women. What is being said here is not that women should gain a foothold in e-sports, but more like how e-sports can take root in the female market and how to promote the events. The football world has also thought about this issue for a long time. How to attract girls to watch football? To tell a good female story, it is necessary to start from a female perspective and give Xiaohongshu's existing female fans a sense of identity with e-sports.

Xiaohongshu is undoubtedly a place for harvesting traffic. Its users are simple and its content is life-oriented. It is a connection point with the female group. Once you integrate into it, the business opportunities are endless.