The Hidden Revolution: Covert Marketing in Xiaohongshu and Tiktok

Abstract

Covert marketing on visual platforms such as Xiaohongshu and TikTok has become more noticeable because it reaches consumers who are tired of traditional ads. At the same time, questions about its ethical and practical challenges are still not fully addressed, especially in terms of transparency and the high similarity and repetition of contents. This paper looks at how covert marketing strategies work, what drives them, and the problems they may bring. The findings show that approaches like “grass-planting” and viral challenges work well by using algorithms and creating a sense of authenticity to attract users. Yet these strategies can weaken trust when disclosure is unclear, lead to fatigue from repetitive formats of contents, and raise concerns about manipulation. For these reasons, the paper points to solutions such as making algorithms more accountable to avoid uniformity, setting clearer rules for disclosure on the platforms, and encouraging brands to create content that feels genuine and fits cultural contexts rather than chasing short-term numbers.