SIGNATURE WORK
CONFERENCE & EXHIBITION 2024

This article expands on the definition and content of traditional influencer marketing. Starting from the current situation of social media platforms in China (Douyin抖音, Xiaohongshu小红书 ), it summarizes the model of matrix-like cooperation between influencers based on certain real offline relationships. In this paper, a new concept of “matrix account” is proposed to summarize and describe this new model of influencer marketing. Ultimately, the purpose of this study at this paper is to address the natural dichotomy that exists in social media: the paradox between authenticity and commercialization, and how to effectively balance this tension in social media content posted by influencers, as well as to avoid stimulating commercialization. Through the whole social media observation and qualitative analysis, it can be mitigated by using the new marketing model of “matrix accounts”. “Matrix Accounts” is a new marketing approach that can be utilized to mitigate this paradox and for further insights on social media marketing.