Deficiencies in Wearable Nails Content Strategy

1.1 Unstable frequency of content updates, leading to fluctuations in user focus

     Attention Horu's content updates in the nail wear space are notoriously "hot and cold". For example, at one point in time, the company may publish multiple articles about the latest nail trends, attracting a lot of attention and discussion. However, in the weeks or months immediately following, the update rate slows down dramatically, and there is even a long gap. This erratic update frequency confused and frustrated users, causing them to gradually lose interest in Horu's company content. For example,  some loyal fans, after having their expectations dashed, may move on to other nail brands or bloggers that update more frequently, resulting in a loss of users.

1.2 Some of the content lacks relevance and does not adequately address the specific needs of different user groups

      Horu's content strategy lacks both breadth and depth, especially when it comes to meeting the needs of specific user groups. For example, for the group of young working women, they may be more interested in nail designs that match their workplace image without losing their individuality. However, the content published by Horu often lacks such segmented topics or recommendations. On the other hand, for young consumers who like to try new and edgy nail designs, Horu's content is too conservative and traditional to meet their needs.  This lack of a targeted content strategy makes Horu less effective at attracting and retaining specific user groups.

1.3 Fewer interactive sessions, less user engagement and sense of community

       In today's highly social media world, user engagement and community interaction have become key to brand success. However, Horu has failed to capitalize on this in its content strategy for nail wear. The company's official accounts and social media platforms tend to post content in a one-way manner and lack an interactive component with users. For example, there are no interactive features such as user comments, polls or questionnaires, and no online or offline activities of any kind have been organized to promote communication among users. This "closed-door" content strategy makes it difficult for users to feel part of the brand's community and build a sense of belonging and loyalty to the brand. On the contrary, some competitors have succeeded in attracting a large number of loyal fans and forming strong brand communities through frequent interactions and user engagement activities.

Optimization of Wearable Nails content strategy

2.1 Increase the frequency of content updates and maintain stability

      In order to improve the problem of unstable content update frequency and explore the cross-border overseas road of wearing nails, especially when targeting the eastern US market, Horu Company should attach great importance to the improvement of content update frequency and stability. A well-planned content calendar not only manages the creation process effectively, but also ensures the continuous output of brand information, which in turn consolidates the user base and enhances brand awareness¹ in the eastern U.S. market. Horu can set up a calendar of high-quality nail tutorials, trend analysis, or client case studies to be published at least once a week. This content should be posted at a regular time, such as every Friday afternoon, to build user anticipation and loyalty. At the same time,  the company should establish a set of flexible content adjustment mechanisms and utilize advanced data analysis tools to track interactive data such as user readership, likes, comments and shares, in order to assess the popularity and market response of the content. Based on the results of the data analysis, Horu can quickly adjust its content strategy to increase the types of content that are highly preferred by users and reduce or optimize content that is not well received. In addition, the company should pay attention to specific holidays, seasonal changes, and local cultural practices in the eastern U.S. market, and launch nail art content with relevant themes in order to enhance the timeliness and appeal of the content.

2.2 Improve content targeting and segmentation

            In today's diverse marketplace, if Horu is to stand out in the highly competitive eastern U.S. market, it must gain deeper insight into the specific needs of different user groups and develop a more segmented content strategy² accordingly. The company will need to develop a more segmented content strategy accordingly. For young working women, a series of thematic content could be developed that focuses on nail designs that meet the formal requirements of the workplace while also showcasing their personal style. For example, you can introduce some simple yet stylish nail styles,  or provide advice on how to mix and match nails for different occasions. By collaborating with fashion bloggers or inviting working women to share their nail art stories, we can further enhance the attractiveness and practicality of the content³. The content can further enhance its attractiveness and practicality. Meanwhile, for young consumers who are looking for novelty and avant-garde designs, Horu should provide more innovative nail art content. It can launch limited edition nail pattern designs or collaborate with emerging artists to launch a co-branded series to attract the interest of young consumers. Through interactive features on social media platforms, such as polls and questionnaires, collect feedback and suggestions on novelty designs and continuously optimize the product line to ensure that the content is always in sync with the preferences⁴ of young consumers. The product line is constantly optimized to ensure that the content is always in sync with young consumers' preferences. Through market research and user feedback, Horu can more accurately understand the preferences of different user groups and adjust the direction of content accordingly. For example, by analyzing data on user interactions on social media, it is possible to find out which types of content are more popular and which topics stimulate more discussion. Using this data, the company can develop more personalized content plans, which can lead to increased user satisfaction and brand loyalty.

2.3 Enhanced user interaction and community building

     In order to increase user engagement and a sense of community, Horu Inc. needed to add interactive aspects to its social media platforms. For example，Set up a comment section on the company's official account to encourage users to share their nail art work and experience, as well as to like and repost the best work to increase exposure⁵. In addition, collecting users' feedback on products and services by regularly releasing polls and questionnaires not only enhances users' sense of participation, but also provides the company with valuable market information. The company can also hold regular online activities, such as nail design contests, where users are invited to upload their designs and vote for the most popular nail design. Such activities not only stimulate users' creativity, but also increase interaction between users, forming an active community of nail art enthusiasts⁶ The activity can also increase the interaction between users and form an active community of nail art enthusiasts. In addition, live teaching events can invite nail designers to teach live and share the latest nail trends and techniques, further increasing user engagement and satisfaction. Offline gatherings are also an effective way to enhance the sense of community among users, as Horu organizes gatherings for nail enthusiasts,  inviting them to experience the latest nail products and providing a platform for face-to-face exchanges. Through these events, users can not only gain practical knowledge about nail care, but also make friends with like-minded people, thus strengthening their sense of belonging and loyalty⁷ to the brand. The brand's brand loyalty is enhanced through these activities. Through online and offline interactions and community building, Horu has been able to effectively expand its brand presence and lay a solid foundation for further growth in the eastern U.S. market.

Conclusion

    This paper comprehensively and systematically discusses the content production strategy of wearing nails in the new media environment and its optimization path. First, through the introductory part, the background, purpose and significance of the study are clarified, and the relevant theories are outlined, laying a solid foundation for the subsequent study. In the section of development status, the thesis analyzes in detail the operational structure of Horu Company's nail wearing, the current situation of the industry, the overview of the distribution platform, and the functional attributes of nail wearing. These contents not only show the broad prospects of the nail wear market, but also reveal the opportunities and challenges in the current market environment. Subsequently, this paper discusses in depth the content production strategy of new media platforms. In terms of tweet selection and title, it emphasizes the importance of attracting users' attention and stimulating reading interest; in terms of source selection, it puts forward the strategy of grasping both personality and authority, aiming at creating a unique wearable nail brand image; and in terms of presentation form, it pays attention to the diversity and innovativeness in order to satisfy the aesthetic needs of different users. However, this paper also points out the shortcomings of the current wearable nail content strategy. The unstable frequency of content updates leads to fluctuations in user attention, the lack of relevance of some content fails to fully meet the specific needs of different user groups, and fewer interactive links lead to a sense of user participation and community is not strong, etc., are key points that need to be resolved urgently. Aiming at these problems, the thesis proposes an optimization path for nail wearing content strategy. First, increase the frequency of content updates and maintain stability to stabilize user attention; second, enhance the relevance and segmentation of content to meet the specific needs of different user groups; and finally, enhance user interaction and community building to improve the sense of user participation and sense of belonging. In conclusion, this paper provides useful references and lessons for the content production strategy of wearable nail industry in the new media environment. Through in-depth analysis of the current situation, problems and optimization paths, it is expected to provide useful practical experience and theoretical references for the development of related enterprises in this industry.

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