In 2023, people will return to the real, concrete, ordinary and rich life scenes, go back to "life" itself, and give themselves the initiative to choose their lives. On December 25, Xiaohongshu released the "2023 Annual Life Trend Observation Report" (hereinafter referred to as the "Report"), and Tingquan, Citywalk, and conspicuous bags have become Xiaohongshu's annual life trends in 2023.
It can be seen from the report that compared with previous years, this year's life trend has the characteristics of low threshold, popularity, and life, and everyone can participate in it and encounter the shining moments of life.
In this process, life trends are also becoming a way of life for more people to participate, experience and share. From spectators of the lively life, everyone has become a participant in the beautiful life.
The trend of life, the desire of ordinary people.
When life trends are no longer defined by opinion leaders, but are truly voted by ordinary people with their "feet", it is no longer surprising that Citywalk is out of the circle and explosive this year.
Citywalk, also known as city walk, is about hitting the streets, shopping, eating, and exploring urban spaces according to personal preferences.
According to Xiaohongshu's "2023 Annual Life Trend Observation Report", in 2023, topics related to "citywalk" will be viewed more than 2.1 billion times on Xiaohongshu, searches will increase by 140 times year-on-year, and more than 3.7 million notes will share stories related to "citywalk".
The report pointed out that in 2023, 230,000 people will share their own citywalk on Xiaohongshu, and young people aged 24-33 will be the main force of citywalk. Different from the fast-paced life in the city, Citywalk can make people feel the rhythm of the city with their feet, enjoy the low-speed landscape, and discover the beauty around them.
If "citywalk" is the most "relaxing" trend, then "listening" is the most "participatory" trend.
In 2023, Xiaohongshu users will "listen to persuasion when they are indecided". The topic of "listening to persuasion" has been viewed more than 900 million times, and the search has increased by 51 times year-on-year, and nearly 3 million notes on "listening to persuasion" and "listening to persuasion and mutual assistance" have been convergated.
Netizens not only ask for help and listen to persuasion on Xiaohongshu, but also share their own advice with others, and those who ask for help are also helpers. For every note on Xiaohongshu about "listening to advice and asking for help", it receives an average of 439 kind answers from strangers.
"Listening to persuasion" is essentially a kind of gathering of strangers' trust relationship with each other, and in the era of Internet atomization, a new social relationship is extended, and a sense of sincerity and security in the virtual world is built.
During this year's National Day holiday, "travel persuasion" and "mutual aid tourism" have become the most popular travel methods on Xiaohongshu in 2023, with nearly 10,000 netizens writing down the pits they have stepped on in Xiaohongshu and sharing the most useful travel guides in real time.
Behind the "conspicuous bag" becoming an annual life trend, it is also the embodiment of every ordinary person bravely understanding the world and expressing themselves.
The term "conspicuous bag" was originally used to describe a person or thing that is unobtrusively showy, ostentatious, and a bit embarrassing. However, at present, the "conspicuous bag" is gradually praised, and its corresponding abnormal behavior includes individuals breaking the box;It is also a way for people to release their individuality and decompress;A deconstruction of serious contexts.
This year, the topic views of various "conspicuous bags" on Xiaohongshu reached nearly 1.3 billion, and the lives of "conspicuous bags" gathered 2.75 million notes. Museum artifacts, zoo pandas, etc. have become the protagonists of the story of the "conspicuous bag".
2000 years ago, the Eastern Han Dynasty cultural relics "Horse Stepping Feiyan", incarnated as a "conspicuous bag - a migrant horse in a hurry to get off work", was hotly discussed by 20 million onlookers;The contemplative Arhat of the Chinese Ceramics Museum was nicknamed the "Speechless Bodhisattva" by netizens, and it became popular. Giant panda Huahua ranked in the annual conspicuous bag C position in Xiaohongshu, and related topics were watched by people all over the country in Xiaohongshu.14500 million times, with more than 5.6 million notes.
In addition, more life trends have appeared, grown, and gone out of the circle on Xiaohongshu this year. Various life trends such as diagnosed literature, hitchhikers, crispy college students, self-help concerts, small dining tables, electronic makeup, momo, mbti socializing, doing e for i, vegetable market literature, and hugging trees for healing have become the life picture of young people.
It's a life trend, but it's also a life story.
Life trends are not cold marketing tools or hot phenomena, but are composed of countless "human" life stories.
Xiao Ai, a user of Xiaohongshu, is known as "the most persuasive person on Xiaohongshu". Previously, he was an ordinary migrant worker in a small city in Hubei, without much pressure, but he had been distressed because he was single.
Later, he expressed his confusion on Xiaohongshu, "I can't find the object, what do you think is wrong with me", with a picture of a person wearing a suit and feeling good about himself**, since then the gears of fate have begun to turn.
Many people on Xiaohongshu gave him advice, such as wanting to **, changing hairstyles, changing outfits, etc. Xiao Ai put the suggestions into practice step by step, insisted on running in the middle of the night and in the heavy rain, adjusted her outfits and hairstyles according to the opinions of netizens, and finally got a "reborn" change and met a partner who entered marriage.
Xiaohongshu's unique community atmosphere has given birth to the explosion of "listening to persuasion", and it has also given birth to stories like Xiao Ai. Xiaohongshu's head of community content once summed up one of Xiaohongshu's growth models as "providing information value", that is, "altruism" to allow others to get help. In addition, the content logic of Xiaohongshu is more biased towards users' individual experience and life sharing, which encourages more ordinary users to express and present real life.
In 2023, the life trends that have grown up on Xiaohongshu will be integrated into the daily discourse system faster than ever before and enter the lives of more people. This reflects from the side that the operation choice of the Xiaohongshu community is also moving in the direction of "vertical category expansion, friendly atmosphere, and generalization of UGC", making the Xiaohongshu community a useful platform and allowing everyone to become a participant in offline life. The person in charge of Xiaohongshu's community trend movement revealed, "The advice given by Xiaohongshu is more of a life suggestion than a single consumption suggestion. When KOC participates in life advice, there is always something new on Xiaohongshu, which is diverse, possible, and imaginative. ”
The story of "Someone Feel" was born in Xiaohongshu. The answer is obvious, there are many ordinary people here, and there are many people who really live, not dominated by celebrities or Internet celebrity bloggers, and you can refer to what ordinary people share. And when the stories and experiences of every ordinary person accumulate and exchange with each other, a trend is formed.
At the end of Walden, Thoreau wrote: "There are as many kinds of life as there are as many straight lines as you can draw from the center of a circle." And from the little red book 2The 600 million monthly life starts out, presenting a life trend that is richer and longer than "One Thousand and One Nights", as well as the life stories experienced by ordinary people.
Today, Xiaohongshu also hopes to stand with more ordinary people, jump out of a solidified and packaged life, pursue a small but important, light and joyful lifestyle, and choose a real life as an ordinary person.