Social media platforms have become essential tools for digital communication and content dissemination. This study explores the motivations behind content creation and the factors influencing content popularity on RED, a leading social media platform in China that integrates e-commerce with social networking. Findings from semi-structured interviews with 18 active RED users revealed that key motivations for creating content include an interactive community, precise traffic targeting, and the ease of monetizing traffic. Additionally, content popularity is influenced by factors such as content format, staying current with trends, selecting the appropriate niche, establishing a professional identity, and addressing audience needs and pain points. The study also discusses the implications and limitations of these findings.