From the perspective of social marketing, the trend in 2022 will be based on three transformations: the transformation of technology and platforms caused by the COVID-19 pandemic, the prioritization of omni-channel strategies, and the subsequent action of brands pursuing humanization. Brands must convey their brand principles, core values, and attitude towards the pandemic through social media marketing, which allows for genuine and meaningful interactions with users. In order to stand out in the crowded Chinese consumer market, brands should consider collaborating with influencers and creating original and imaginative product demonstrations. Influencer marketing has become an important method for brand marketing, and the differences and pain points between influencers and KOLs will be discussed. With the rise of social media video, influencer marketing will continue to be an important tool for brand marketing. Over the past decade, influencer marketing has had a significant impact on the fashion industry, bringing more humanization and authenticity to brands compared to traditional advertising. However, research has shown that when the source of word-of-mouth has high social status, it can still lead to negative brand attitudes due to malicious envy among receivers. Thus, vetting the authenticity and credibility of information shared on platforms like Little Red Book is important in mitigating potential negative impacts on consumer