Recently, the content of “professional + daily Vlog” on Xiaohongshu has become a hit, and professional bloggers such as flight attendants and forensic doctors have gained more than 100,000 fans per month by recording their daily work with real records. This kind of content shows professional life with a plain lens, satisfies the public’s curiosity about the “life of others”, and provides job search reference and emotional resonance, becoming an important carrier for the new generation of users to recognize themselves and reshape their identities.
Recently, on the Xiaohongshu platform, the “professional + daily vlog” type content has become a hit.
For example, the flight attendant account @Xiamen Airlines – Lin Jia flaunts herself with “sincerity is my nirvana”, from the preparation before take-off, the in-flight service process, to the delay handling, the city life of the overseas post, almost every work of her work has exceeded 10,000 likes, and in May, it has increased by 100,000+ fans, with a total of more than 470,000 fans.
Another Korean flight attendant @한국Flight Attendant Jiajuan also attracted a large number of fans by sharing flight routes and flight attendant stories from South Korea to various places with the audience.
The picture comes from Xiaohongshu
Other niche professions are also popular, forensic blogger @Xiang Qinqin is not from a professional background, but with “the real situation of the dissection room during the day”, “autopsy details” and “case science” as the content highlights, the number of video views and discussions continues to rise, becoming a benchmark account for forensic content on the platform; Forensic blogger @小佳sister impressed the audience with “vlog in the autopsy room at half past four in the morning” and brought continuous traffic.
The picture comes from Xiaohongshu
The common feature of these accounts is that they do not rely on performance or exaggerated packaging, but use plain camera language and slow rhythm to show real professional life scenes – which not only satisfies the public’s curiosity about the “professional world of others”, but also provides an “immersive” viewing experience for online public opinion.
Let’s take a look at why Xiaohongshu’s professional content is so popular.
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01 Why can real career records frequently go out of the circle?
The reason why professional content has become so popular on Xiaohongshu is first of all due to the public’s continuous curiosity about “other people’s lives”.
The flight attendant’s daily flight routine and the forensic anatomy process all belong to the scope of experience outside the daily life of ordinary people, and the professional identity itself has its own “scarcity” and “strangeness”, and when these contents are presented from a first-person perspective, it is easier to stimulate the audience’s desire to spy and watch interest.
The picture comes from Xiaohongshu
Taking forensic content as an example, @向琴琴, @陈湜, and @延延等博主, by truly recording the work process, telling case stories, and filming on-duty vlogs, not only demonstrated the professionalism of the profession, but also took the initiative to break the stereotype of forensic medicine as “cold-blooded” and “terrifying”. They interspersed humorous jokes in the content, introducing autopsy, autopsy, and forensic common sense in a relaxed tone, dissipating users’ fears and shortening the distance with the public.
The picture comes from Xiaohongshu
Among them, @向琴琴还参与了 the recording of variety shows such as “We in the Workplace: Forensic Season” and “Forensic Detective Team” have further pushed the true face of female forensic doctors into the mainstream communication context and improved the public visibility and cognitive temperature of the profession.
The image is from Mango TV
The emergence of several female forensic doctors is quite groundbreaking, and they use everyday image expressions to challenge the traditional notion that “women are weak and unsuitable for the forensic profession”, and reconstruct the public’s understanding of profession and gender.
Secondly, most of this kind of content adopts a “slow-paced + non-performance” recording method to weaken conflict and tension, and strengthen daily details and rhythms, so as to create a gentle and amiable viewing experience.
In the context of Douyin, Kuaishou and other platforms generally pursuing high-intensity emotional stimulation and information density, the professional content on Xiaohongshu stands out for its “plainness” and “truth”, which provides a psychological buffer and allows users to get a sense of companionship and mild emotional comfort in browsing.
At the same time, for young users who are in the stage of job hunting, career change, and career planning, these contents have strong reference value and projection. They see a possible future in other people’s career narratives, or verify the rationality of their current choices, and on issues such as “whether to be a flight attendant in the future” and “whether it is suitable for the medical industry”, the daily display of bloggers is not only a source of information, but also a psychological support.
The picture comes from Xiaohongshu
These “ordinary people at work” do not deliberately show their professional authority, but transform their work experience into content in a relaxed and natural way, they have no sense of distance, nor do they deliberately set up characters, but show their true state and personality expression in front of the camera.
This “non-scripted” style shortens the psychological distance with users, so that viewing is no longer a one-way reception of knowledge, but a companion participation experience – real, cordial, and empathetic, which is an important foundation for this kind of content to frequently go out of the circle.
02 Professional + emotional The “narrative logic” of Xiaohongshu’s professional content
Professional content is popular on Xiaohongshu, not only because it is “useful” or “scarce”, but also because it is “moving”.
Compared with dry knowledge output, this kind of content often adopts a “storytelling” method to disassemble professional daily life into fragments of life full of emotional tension, enhancing the sense of substitution and resonance.
Bloggers talk about the opportunity to choose this job, the confusion in the early days of entering the industry, the collapse moment of a certain duty, and the tender moment of a colleague in front of the camera – these plots constitute an “atypical workplace narrative”, which does not emphasize efficiency and success, but emphasizes process and feelings.
@厦门航空 Lin Jia is a prime example. Her video ends with “Report to work! At the beginning of the symbol, she recorded the bits and pieces of the flight in a gentle tone, responded to netizens’ questions with a gentle and calm attitude, and frequently showed a sister-like smile in the camera.
The picture comes from Xiaohongshu
This approximate “kinship” is unusual, and it illustrates the strong emotional connection between fans and bloggers – she is both a professional flight attendant and a “trustworthy adult” in the imagination of many young people. This persona is not deliberately created, but is naturally generated through long-term stable emotional tone, visual style and self-expression.
The picture comes from Xiaohongshu
In Xiaohongshu’s platform environment, this narrative strategy with “real emotions + stable characters” as the core has strong communication potential. Through a unified style, self-consistent content logic and continuously updated life fragments, bloggers enable the audience to establish a sense of familiarity and trust in repeated viewing, which is not only the polishing of the content level, but also the result of a “lifestyle personification”.
The popularity of Xiaohongshu’s professional content shows that the core of professional narrative is never “how good you are”, but “making people like who you are”, in this content logic, emotional value and identity have become the most attractive “professionalism”.
03 Looking for yourself when you see others going to work
The popularity of Xiaohongshu’s professional content not only stems from the freshness of watching brought by real records, but also deeply reflects the psychological path of young people to recognize themselves and reshape their identities with the help of other people’s lives. At a time when “who I am and what kind of person I want to be” has become the mainstream intergenerational proposition, the work status, career choices and lifestyles presented by others are often regarded as models of “another possibility of life”.
It is in this context that bloggers like @Xiamen Airlines-Lin Jia show not only their personal image on the Internet, but also become a representative of a symbolic identity.
Some netizens commented that the reason why she can be popular is inseparable from Xiamen Airlines’ overall emphasis on the field of self-media, and also thanks to her own “chosen self-media physique”: as early as 2019, she was already a flight attendant, and stood out in the internal self-media competition to win the championship, and then insisted on high-frequency updates, exquisite content, and sincere expression, “video quality far exceeds others”, and even daily updates; Coupled with her friendly Northeastern dialect and gentle personality, she gradually formed a distinctive personality.
The picture comes from Xiaohongshu
This kind of personality is not passively accepted, but is composed of her professionalism, self-drive and values, allowing fans to yearn for identity and character identity while watching the content.
Under the videos of professional bloggers like Xiaohongshu, there is no shortage of comments in the comment area such as “She is what I want to be in the future” and “If I had known a few years ago that a forensic doctor could be so gentle, I might have made different choices”. This shows that the audience is no longer just “watching others go to work”, but calibrating their own direction with the help of other people’s life trajectories to gain comfort, recognition and even motivation.
Platforms are also amplifying this trend: through incentive plans, traffic support, etc., they continue to encourage “real, sustainable, and personalized” content production. Under the dual role of this platform recommendation and psychological mechanism, professional content is changing from “experience sharing” to “identity construction” tools, becoming an important carrier for the new generation of users to define themselves, show themselves, and imagine the future.
