Persona Strategies of Study Vlog Creators: A Case Study on Xiaohongshu

With the rise of online learning communities, study vlogs on Xiaohongshu have become an important way for Gen Z users to record their study process and share knowledge and learning experience. However, content homogenization and over-performance are becoming more prominent. These issues weaken the authenticity and effectiveness of knowledge communication. Based on Goffman’s dramaturgical theory, this study selects five representative study vlog creators on Xiaohongshu as research subjects. It uses content analysis to examine their self-presentation and persona-building strategies. The analysis covers posting patterns, scene construction, topic setting, and interaction strategies. The findings show that creators build differentiated images by managing posting frequency, carefully designing study scenes, and choosing suitable content topics. They also present “backstage” learning behaviors in a “front-stage” way. This approach strengthens perceived authenticity and emotional resonance.