Social Media Strategy

The Post Is Just Bait. The Real Marketing Happens in the Comments.

📅 August 22, 2026 📂 AI & Machine Learning

The rise of ‘big poster’ notes on Xiaohongshu shows that low-effort, high-empathy content beats polished ads. The real marketing happens in the comments, where brands can mine unresolved conflicts for their next campaign. Stop crafting ads; start listening to what users are already arguing about.

A/B Testing Consumer Insights Content Marketing Social Media Strategy User Generated Content

The Weird Strategy Behind Every Viral Chinese Breakfast Recipe

📅 July 3, 2026 📂 China Watch

Every viral Chinese breakfast recipe on Zhihu follows the same hidden template: a story about begging a Northeast shop owner for their secret, impressing a mother-in-law, and sharing the ‘insider’ method. The recipe is a prop; the narrative is the real product. This article breaks down the six strategies behind this memetic pattern and shows you how to use them for your own content.

China Content Creation Cultural Commentary Food Meme Social Media Strategy Viral Content Viral Marketing