AMA在小红书火了，能否打破增长天花板？

Core Insights - The AMA (Ask Me Anything) format is gaining popularity on Xiaohongshu, with notable figures participating, indicating a shift in user engagement and content interaction [1][3][6] - Xiaohongshu is actively seeking to diversify its content and user base, moving beyond traditional areas like beauty and lifestyle to include technology, literature, and other verticals [3][8][9] Group 1: AMA Popularity and Impact - The number of posts related to the ask me anything topic has surged by 17 times in the last three months, with a total reading volume of nearly 370 million [2][6] - The AMA format allows for real-time interaction between users and influential figures, fostering a sense of community and engagement [5][7] - Xiaohongshu's strategy includes inviting prominent figures from various fields to participate in AMAs, which has broadened the platform's content scope [6][9] Group 2: Strategic Shifts and Challenges - Xiaohongshu is transitioning from a "lifestyle guide" to an "interest community," reflecting its ambition to break through growth bottlenecks and explore new content forms [3][8][10] - The platform has faced challenges in monetization and has seen previous projects like "福利社" and "小绿洲" shut down, indicating difficulties in converting traffic into transactions [8][10] - The introduction of the AMA format is part of a broader strategy to attract diverse users and enhance user engagement, but sustainable monetization remains a challenge [10][11]