SELECTED CONTENT WORK · 2023–2026
Social Media & Content Operations
Writing and shaping content for different purposes, from personal editorial work and practical information to commercially oriented content.
Most of my content starts with something I have experienced, noticed or genuinely want to say.
I pay close attention to what is happening across Xiaohongshu, Douyin, Weibo and Douban. I notice the topics, language, memes and visual references circulating at the time, and that context naturally shapes how I present an idea.
But popularity alone is rarely the reason I publish.
The idea usually comes first. The platform shapes how I express it.
- Followers
- 527
- Likes & Saves
- 75.5K
- Highest verified views
- 384K
Writing · Visual selection · Community moderation · Content operations
01
How I approach content
02
A personal reflection that travelled much further than expected
- Views
- 384,202
- Likes
- 41.8K
- Saves
- 9,648
- Comments
- 1,060
- Shares
- 2,354
03
Sharing useful information without asking for anything back
- Views
- 3,795
- Likes
- 122
- Saves
- 173
- Comments
- 30
- Shares
- 33
04
Joining a trend when I thought it was worth amplifying
- Views
- 21,219
- Likes
- 540
- Saves
- 60
- Comments
- 125
- Shares
- 30
05
Content with a commercial goal
I also created and operated a separate Xiaohongshu account for an education consultancy.
Unlike my personal account, this one had a defined commercial purpose. The content used a platform-native, peer-to-peer style to attract prospective students and create opportunities for them to learn about the consultancy’s writing services.
The personal statement information form
06
Content should give something before it asks for something
One principle has stayed fairly consistent across both my personal and commercially oriented content: people need a reason to keep coming back.
That reason may be useful information, a perspective they had not considered, an interesting recommendation, or simply the feeling that someone has put words to something they already understood but had not expressed.
I do not think every useful interaction needs to lead immediately to a transaction.
I do pay attention to performance. Over time, it gives me a better sense of the platform and helps me notice when something behaves differently from what I expected.
But I still do not want metrics to become the reason for making the next piece of content.
A helpful post may never create an immediate client. Someone may simply save it, remember the account, or return much later.
Or they may never buy anything at all. I still want the content itself to have been worth reading. For me, that is a better starting point for building a relationship with an audience.