垂直内容的变现效应：基于小红书时尚博主的受众与场景细分策略分析

Monetization Effect of Vertical Content: Analysis of Audience and Scene Segmentation Strategies Based on rednote Fashion Bloggers

摘要: 在移动互联网与内容社交电商深度融合发展的背景下，小红书平台时尚穿搭领域的内容同质化问题显著制约博主的商业价值释放。目前，小红书时尚穿搭博主的内容细分策略如何适配其平台算法机制以提升商业变现效果，仍缺乏微观层面的实证研究。本研究基于1500篇平台认证时尚博主的笔记样本，综合运用内容分析法，构包含内容垂直度、场景适配度、受众匹配度的内容细分策略评估体系，并引入信息有用性、人格化表达等传播效能指标，结合账号粉丝量级、历史爆文率等属性变量，构建跨层次分析模型。研究发现：场景、风格的深度匹配显著提升用户互动；强有用性与高垂直度内容配合人格化表达能够形成内容与情感协同驱动的传播模式；粉丝量级在内容与用户互动中起中介作用。研究为内容创作者提供了“风格聚焦、场景具象、人群分层”的可复制路径，为品牌制定精准种草策略提供理论支撑。

Abstract: Against the backdrop of deep integration between the mobile Internet and content social e-commerce, the problem of content homogenization in the fashion and outfit sector on rednote has significantly restricted the commercial value release of bloggers. Currently, there remains a lack of micro-level empirical research on how fashion outfit bloggers’ content segmentation strategies adapt to the platform’s algorithmic mechanism to enhance commercial monetization effects. Based on a sample of 1500 notes from officially certified fashion bloggers, this study employs content analysis to construct an evaluation system for content segmentation strategies, including content verticality, scene adaptability, and audience matching. It incorporates communication efficiency indicators such as information usefulness and personalized expression, and combines account attribute variables like fan size and historical viral post rate to build a cross-level analysis model. The findings reveal that: deep matching of scenes and styles significantly improves user interaction; content with strong usefulness and high verticality, combined with personalized expression, forms a communication mode driven by the synergy of content and emotion; fan size plays a mediating role in the relationship between content and user interaction. This study provides content creators with a replicable path of “style focus, scene concreteness, and audience stratification” and offers theoretical support for brands in formulating precise grass-planting strategies.