Analysis of the Effectiveness of Pet Product Advertisements on
Rednote
Yunyi Li
School of Economics, Zhongnan University of Economics and Law, Wuhan, Hubei, China
Keywords: Rednote, Pet Product Advertisements, User Profiling, Advertising Effectiveness.
Abstract: In the current booming pet market, the effectiveness of pet product advertising on social media platforms has
received widespread attention. However, there are still shortcomings in which advertising forms and strategies
can achieve the best results. This study has significant implications for brand marketing decision-making and
theoretical improvement. This article analyzes the impact of interactive data, user profiles, comment emotions,
and keyword hot word associations in advertising forms such as text, video, and live streaming (mainly videos
and text notes) on the effectiveness of pet product advertising on red note This article analyzes that the
promotion effect of video notes is better than that of graphic notes. Most of the users are women aged 25-34,
and their comments are emotionally neutral. The number of topic participants is significantly positively
correlated with page views. Based on this, this article proposes that social media should focus on video
creation, target segmented markets, create advertisements based on hot topics, and optimize keywords to help
pet product companies improve advertising efficiency.
1 INTRODUCTION
In today's society, with the profound changes in
people's lifestyles and concepts, the trend of pet
ownership has shown a rapid popularization, which
has pushed the pet supplies market into a golden stage
of explosive growth. In recent years, pet ownership
has evolved into a significant global social trend, and
in China, this trend is even more prominent. With the
acceleration of population aging and the continuous
increase in the proportion of people living alone, pets
as emotional support and companionship are
increasingly valued by people, and the pet-owning
community is constantly expanding and growing.
According to relevant information, the market size of
China's pet industry has reached 84.7 billion yuan in
2022, ranking second in the global pet market pattern,
only behind the United States (Zhong, 2024).
However, it cannot be ignored that there is still a
significant gap of nearly six times compared to the
market size of the pet industry in the United States,
which indirectly highlights the enormous
development potential of China's pet market. From
the perspective of compound annual growth rate, it is
predicted that the size of China's pet market is
expected to exceed 100 billion yuan from 2024 to
2025, achieving a milestone leap forward in
development. At the same time, more and more
young people are including pets as family members,
giving them high care and attention. Over 70% of pet
owners consider their pets as their children to raise,
and this group is gradually occupying a dominant
position in the pet consumption market (Salzman,
2000). In the future, the pet market economy will
show a growth trend, and people's demand for pet
supplies will continue to diversify, which will
stimulate the diversification of pet products (Zhang et
al., 2022).
Social media, with its unique communication
advantages, has become an indispensable bridge for
pet brands to establish close communication with
consumers. More and more brands are willing to
showcase their advantages through social media
platforms (Li, 2024). An in-depth analysis of the
internal industry chain of China's pet market mainly
covers three core parts, namely pet sales, pet
products, and pet services, which are interrelated and
develop synergistically (Hou, 2021). The rise of
social media platforms has injected new vitality into
this industry chain, becoming a key node connecting
various links and reshaping the commercial ecology
of the pet market *Zhou & Shu, 2023; Chen, 2022).
Among numerous social media platforms, Rednote
has gained the participation and attention of many
consumers with its rich and diverse content
Li, Y.
Analysis of the Effectiveness of Pet Product Advertisements on Rednote.
DOI: 10.5220/0014138900004942
Paper published under CC license (CC BY-NC-ND 4.0)
In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management (APMM 2025), pages 543-548
ISBN: 978-989-758-791-7
Proceedings Copyright © 2026 by SCITEPRESS – Science and Technology Publications, Lda.
543

presentation forms and unique "grass planting"
marketing methods (Liu, 2024). Through its
outstanding high user stickiness, Rednote stands out
as the main battleground for fierce competition in pet
product advertising. The official information of
Rednote strongly indicates that the viewing user
group of pet category notes is highly consistent with
the user profile of the Chinese pet market, which
means that Rednote has accurately attracted a large
number of potential pet product consumers and
provided an excellent platform foundation for brand
promotion.
In the field of advertising and marketing on social
media platforms, different forms of advertising such
as text, video, and live streaming compete fiercely to
attract users' attention. However, based on the current
market situation, there is no consensus in the industry
and academia on which advertising form can achieve
the best advertising effect. This situation provides a
valuable research opportunity for an in-depth study of
the advertising effectiveness of pet products on social
media platforms, which is of great practical
significance for brand owners to formulate precise
and effective advertising strategies and optimize
marketing resource allocation.
Therefore, this study analyzes the impact of
interactive data (browsing rate, likes, comments,
interaction, sales, conversion rate, etc.) of different
advertising forms (text, video, live streaming) on
product sales volume and explores which advertising
form and content creativity can bring the greatest
commercial profit. This study focuses on pet product
advertisements on the specific social media platform
Rednote, and deeply analyzes the effects of different
advertising forms, providing new cases and data
support for the study of social media advertising
effects, which helps to enrich and improve the
theoretical system in this field. Not only that, but it
can also deepen the understanding of the relationship
between the pet economy and social media
marketing. By studying the advertising effects of pet
products on Rednote, the intrinsic connection
between the pet economy and social media marketing
can be further revealed, providing a theoretical
perspective for understanding market behavior under
emerging consumer trends.
In practical terms, providing an advertising
decision-making basis for pet product companies can
help them understand the impact of different
advertising forms and content creativity on product
sales on the Rednote platform, optimize advertising
strategies, improve advertising effectiveness and
return on investment, and gain an advantage in fierce
market competition.
2 RESEARCH METHOD
2.1 Overview of Research Methods
This study will use a mixed-method research design,
organically integrating quantitative analysis and
qualitative analysis to construct a comprehensive and
in-depth research framework. At the quantitative
analysis level, the research will rely on the rich
advertising data accumulated on the Rednote
platform, covering multidimensional indicators such
as browsing rate, likes, comments, interactions, sales
revenue, and conversion rate. Through data statistics
and analysis, the key elements of advertising
effectiveness will be accurately quantified, revealing
their inherent quantitative relationships and changing
patterns. In terms of qualitative analysis, this study
uses Python software to collect user comments and
employs sentiment analysis to deeply explore the
emotional tendencies, attitude expressions, and value
judgments contained in users' comments, to
systematically evaluate users' emotional responses to
advertising placement. Further, to explore the level of
user acceptance and depth of response to advertising
content. In terms of defining the research time range,
exploration of macro phenomena, such as the
evolution trend of pet topic popularity on Rednote,
and comprehensive analysis of reading user group
characteristics. This study will use long-term data
from the past year (December 29, 2023, to December
9, 2024) to ensure that the research results reflect the
stability and sustainability of macro trends. In the
research focused on the real-time effectiveness of
advertising, to capture the dynamic impact of
advertising in the short term, this study will select
data from the past 30 days (November 9th, 2024-
December 9th, 2024) for detailed analysis, to
accurately grasp the real-time changes and dynamic
characteristics of advertising effectiveness, and
provide a comprehensive perspective on multiple
time scales for research.
2.2 Specific Process of Data Analysis
2.2.1 Analysis of Advertising Effects of
Videos and Textual Notes
Firstly, this study will conduct a preliminary
comparison of the three commonly used media for
promoting products on Rednote, namely video and
graphic data, to analyze which form of advertising has
a better promotion effect. The relevant data for videos
and graphic notes include estimated reading volume,
interaction volume, likes, favorites, comments, and
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shares for promotional notes and commercial notes,
respectively.
By comparing video notes and graphic notes, six
key indicators were estimated: reading volume,
interaction volume, likes, favorites, comments, and
shares. Among them, the most significant
representative data for advertising analysis were
estimated reading volume and interaction volume. In
terms of estimated reading volume, the average value
of video notes (11040.87) is significantly higher than
that of graphic notes (3067.62). In terms of
interaction, the average interaction popularity of
video notes (786.91) is also significantly higher than
that of graphic notes (165.48). It can be concluded
that the average values of video notes in various
indicators are higher than those of graphic notes,
indicating that video notes are indeed superior to
graphic notes in terms of promotion effectiveness.
The proportion of video notes in commercial notes
and promotional notes is relatively large, and various
interactive data are more prominent, indicating that it
has significant advantages in attracting user attention,
disseminating information, and triggering user
interaction. It can effectively expand the scope and
influence of advertising dissemination, thereby
bringing better promotion effects to products.
2.2.2 User Profiling and Sentiment Analysis
of Comments
This study will focus on the characteristics of the
Rednote social e-commerce platform and use
emotional descriptive statistical analysis methods to
deeply explore key information such as core
viewpoints, emotional tendencies, and demand
preferences expressed by users in their comments. In
this way, the actual effects of advertising placement
behavior at the user level will be systematically
analyzed, providing a direct user feedback basis for
advertising effectiveness evaluation (Chen, 2023).
Regarding the user group for reading pet-themed
notes, this study will outline the user profile of pet
product advertisements. It can be seen that within one
year (from December 29, 2023 to December 9, 2024),
the majority of users are women, and the age group
reading such notes is young people aged 25-34. The
reading users of Rednote Pet Supplies Notes are
mainly female, accounting for 88.28%, and the age
group is mainly concentrated in the youth group aged
25-34. This user profile feature provides an important
basis for the precise placement of pet product
advertisements. Brands and marketing practitioners
can develop advertising strategies that are more in
line with the interests, needs, and consumption habits
of this target group, improving the targeting and
attractiveness of advertisements.
This study collected highly liked notes and
comments, extracted keywords, and conducted
sentiment analysis. According to the analysis results,
77% of the words in the comments are neutral
emotions, 20% are positive emotions, and only 3%
are negative emotions. Therefore, it can be concluded
that comments in notes about pets have relatively
neutral emotions, which means that users have a
higher acceptance of pet product advertisements, less
negative emotions, and little hindrance to advertising
effectiveness. Therefore, maintaining a positive,
objective, and emotionally resonant style in
advertising content creation can help maintain a
positive attitude among users and further enhance
advertising effectiveness.
2.2.3 Analysis of the Correlation Between
Keywords and Hot Words
Given the significant differences in the characteristics
of different consumer groups and marketing priorities,
these differences will directly influence the brand's
advertising decisions on social media platforms.
Therefore, this study further introduces composite
indicators such as grass planting rate, promotion rate,
advertising placement rate, and commercial note
proportion of pet category notes on the Rednote
platform, to explore the specific impact mechanism of
different product types on advertising effectiveness,
and provide solid data support for the formulation of
precision marketing strategies in the future.
This study selected hot word searches and related
topic searches for pet supplies within 30 days
(November 9th, 2024 December 9th, 2024), extracted
keywords, and used the browsing volumes and
popularity value in topic searches as dependent
variables. Factors that may affect browsing volumes,
such as the number of participants, the number of
associated notes, and note increment, as well as
factors that may affect popularity value, such as the
number of associated interactions and the number of
associated notes, were used as independent variables
to conduct correlation tests on these data. From the
analysis results, it can be seen that there is a
correlation between related hot word searches and
topic searches with indicators for measuring
advertising effectiveness.
From the detailed results of the correlation
analysis in Table 1, it can be seen that all variables
show a significant positive correlation, and the
correlation between the number of topic participants
and page views is particularly prominent. This degree
Analysis of the Effectiveness of Pet Product Advertisements on Rednote
545

of closeness fully demonstrates that the number of
topic participants has a great influence on page views.
When there is a change in the number of participants,
the browsing volume is likely to change accordingly.
At the same time, there is a strong positive
correlation between the number of associated notes in
the past 30 days and yesterday's note increment and
browsing volume. From the data in Table 2, it can be
observed that there is a significant positive correlation
between the three variables of popularity, number of
associated notes, and interaction between associated
notes when compared pairwise. Among them, the
correlation between popularity value and the amount
of interaction between associated notes is the most
significant, which strongly indicates that popularity
value has a crucial impact on the amount of
interaction between associated notes. When the
popularity value increases, the interaction volume of
related notes often shows a significant growth trend.
This indicates that in advertising communication, the
increase in popularity value can greatly promote the
increase in the interactive volume of related notes,
and keywords and hot words related to popular topics
can effectively attract user attention, improve the
exposure and interactivity of advertisements, and thus
enhance advertising effectiveness.
Table 1. 30-day topic search relevance analysis.
Page
View
Number of
participants
Related notes
in the past 30
days
Yesterday's
note
increment
Page View
Pearson correlation 1 .943* .797** .733**
Significance (dual
tailed
)
.000 .000 .000
Number of
participants
Pearson correlation .943** 1 .797** .739**
Significance (dual-
taile
d
)
.000 .000 .000
Related notes in
the past 30 days
Pearson correlation .797** .797** 1 .929**
Significance (dual
tailed
)
.000 .000 .000
Yesterday's note
increment
Pearson correlation .733** .739** .929** 1
Significance (dual-
taile
d
)
.000 .000 .000
Table 2. 30-day hot keyword search relevance analysis.
Heat value
Number of
associated notes
Interactive
volume of
associated notes
Heat value
Pearson correlation 1 .894** .997**
Significance (dual-
taile
d
)
<.001 .000
Number of
associated notes
Pearson correlation .894** 1 .878**
Significance (dual-
taile
d
)
<.001 <.001
Interactive volume
of associated notes
Pearson correlation .997** .878** 1
Significance (dual-
taile
d
)
.000 <.001
3 DISCUSSION ON RESEARCH
RESULTS
3.1 The Advertising Effect of the Video
Based on the research findings, the advertising effect
of video notes is better. From this study, it can be
concluded that social media operation platforms
should pay more attention to the creation of video
content. Videos have stronger visual impact and
information transmission efficiency, which can
attract users' attention in a short period. In the future,
the budget allocation for advertising can be
appropriately tilted towards video ads, combined with
the algorithm recommendation mechanism of
Rednote, optimizing the tag set, title keywords, and
other elements of video notes, improving the
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exposure of video notes on the platform, enhancing
the narrative creativity and emotional connectivity of
short video soft advertising, thereby expanding the
scope of advertising dissemination and reaching more
potential consumers (Zhou & Shu, 2023).
3.2 Female Youth as the Main Target
Customer Group
Secondly, it is understood that the main readers of
Rednote's pet product notes are young women aged
25-34, and social media platforms can segment the
market according to the characteristics of this target
customer group. For example, pet products with cute
appearance and exquisite design can be launched
based on the emotional care and aesthetic needs of
female consumers for pets, to resonate with target
customers. From the sentiment analysis of user
comments, it can be seen that businesses can further
explore the potential needs and concerns expressed by
users in comments on social media platforms,
integrate them into advertising content, and enhance
the practicality and credibility of advertisements.
3.3 Keywords and Hot Word
Copywriting Promote Advertising
Efficiency
In terms of topics and keywords, there is a significant
positive correlation between the number of topic
participants, associated notes, and page views,
indicating that participating in hot topic discussions
can effectively increase the exposure of
advertisements. Because a large number of comments
can effectively increase product sales, relevant pet
product brands should closely monitor the trends of
popular topics related to pet products on Rednote,
timely create advertising content based on hot topics,
make advertisements easier for users to discover,
increase the number of comments, conduct in-depth
research on high-frequency keywords and hot words
related to pet products, and integrate them reasonably
into advertising titles, copy, and tags to improve the
ranking of advertisements in search results and
increase the probability of being clicked by users (Ge
et al., 2021).
4 CONCLUSION
This study focuses on the current status of the pet
economy and its relationship with social media
platforms. The pet product advertisements on the
Rednote platform are taken as the research object, and
quantitative and qualitative analysis methods are
comprehensively used to deeply analyze the
consumption guidance effect of Rednote
advertisements based on factors such as advertising
forms, user profiles, and hot keywords.
Through data analysis, this article concludes that
in terms of advertising format, video notes are
significantly better than graphic notes in all data
indicators. At the user profile level, the audience for
Rednote pet product notes is mainly young women
aged 25-34, whose comments are neutral in sentiment
and have a good acceptance of advertisements. The
correlation dimension between keywords and hot
words, the number of topic participants, the number
of associated notes, etc. are closely positively
correlated with browsing volume, and the popularity
value has a significant impact on the interaction
volume of associated notes.
Based on the conclusion of the data analysis, this
study can draw further conclusions. Social media
operators must attach great importance to video
creation. At the same time, the platform should
optimize video tags, title keywords, and other
elements according to the platform algorithm, and
make every effort to increase exposure and
dissemination breadth. Focus on the emotions and
aesthetic preferences of female consumers, develop
pet products that meet their needs, and deeply explore
the potential demands and concerns contained in user
reviews. Brands need to closely track the dynamics of
popular topics, quickly capture hot topics to create
advertisements, cleverly integrate high-frequency
keywords and hot words into various aspects of
advertising, strengthen advertising effectiveness, and
stand out in the fiercely competitive market.
This research provides a solid basis for pet
product companies to optimize their advertising
strategies on the Rednote platform, effectively filling
the theoretical and practical gaps in related fields, and
has important guiding significance for the
development of pet product advertising on social
media platforms. Future research can be expanded to
compare multiple platforms or explore emerging
advertising forms, continuously deepening the
understanding and application of factors affecting the
effectiveness of pet product advertising.
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