Xiaohongshu brand promotion strategy!

I want to talk about selecting bloggers again. Several brands have achieved good results in the past two months, and I have also summarized some experience.

In addition, many friends have recently asked about how to screen bloggers, so the author (Zhuang Jun) will give you references in several dimensions.

If you think it’s good, forward it to your teammates who are suffering from severe hair loss.

In the early stage, it is an analysis of a blogger’s daily product promotion field, and then it is the promotion of the ability to promote products and the influence of products. This step in Xiaohongshu is to identify bloggers and the capital investment of different bloggers. Bloggers will share resources with the outside world based on their life experience, grass-roots experience, and knowledge reserves.

So our content today is how to choose a blogger, let’s take a look.

1. Target audience and blogger fan portrait

When brands select bloggers, they do not look at the superficial dimensions of the account data, but take all-round factors into consideration. The first thing is to understand the target audience of our product and to find bloggers based on the age of our customers. It is important to have an accurate circle.

For example: For both of us in the pet supplies business, the purchasing power of consumers over 30 years old is different from that of consumers between 18 and 25 years old. If our product is targeted at people between 25 and 35 years old, then the fan portrait of the blogger we find is 18-25 years old. Such influencers do not match the target group of the product.

Of course, exposure is not just about the blogger’s fan portrait, content direction and tags are also important . Let’s look at the next paragraph.

We can learn about the target audience of the product through Xinhong Data. Xinhong Data has detailed records of the fan portrait data of influencers (see the figure below), the regional distribution of fans, the ratio of men to women, and the age distribution.

(Data source: Xinhong Data)

We need to find bloggers based on the age of our purchasing customers. It’s not about blindly choosing bloggers. Brands should be familiar with this kind of work of matching bloggers to their respective roles.

2. The number of followers of an account cannot determine the exposure of a note

The exposure logic of Xiaohongshu is different from that of official accounts. The more fans an official account has, the more people will watch it. The exposure logic of Xiaohongshu notes is based on the content quality. The platform's push algorithm pushes notes based on the interaction rate in the first stage. So it does not mean that the notes of small bloggers will not go viral. The key to a viral post is planning .

The exposure rate of a Xiaohongshu account with 200 followers may not be lower than that of an account with 20,000 followers. Even if the number of fans is low, it is very likely to be exposed in a carefully planned note with interesting titles and novel content.

In fact, your exposure is not determined solely by the number of fans, but by the content. The quality of the content and the degree of usefulness determine the exposure rate of the notes, so Xiaohongshu entrepreneurs should not be confused by this factor.

(Screenshot from: Xiaohongshu)

This is the campaign feedback from the same brand at the same time. The two pictures on the left show the data: the number of fans of the Xiaohongshu blogger is 6651, and the number of interactions is 1095. The two pictures on the right show that the number of followers is 54,000, but the number of interactions is 475.

But this does not mean that the exposure effect of accounts with a large number of fans on Xiaohongshu is not as good as that of accounts with a small number of fans. It still depends on the quality of the content. Brand partners who already have experience should have the same feeling.

Content quality:

Determine the blogger's personality and style. The company has already made a rough judgment when the blogger is positioned (whether the tone is consistent with the brand/product tone) . When the blogger cooperates with the brand, the content of the notes needs to be highly consistent with the product, and the copywriting needs to be naturally integrated into the notes without appearing abrupt.

It’s important not to forget the core value of Xiaohongshu, what encourages consumers and why users continue to use the app, where they review and share products, whether positive or negative. Xiaohongshu highly protects this environment and hopes that users will continue to trust the platform.

Users will want to engage with your content if they can learn or benefit from it. Think of your Xiaohongshu notes as TV dramas instead of ads. The blogger’s fan profile and activity level are determined by the content of the blogger’s notes.

So, while promoting your product, it is also educational. Exposing your consumers to content that is relevant to their daily lives will be much better than directly hard selling your content.

We focus on product planning, mainly the process planning of turning products into commodities. Product planning is the key point of marketing planning . Only when this key point is designed accurately can the adoption of other marketing methods follow this origin and enter a suitable channel, so that the company does not waste resources.

If the content is well planned, even if the account has only more than 200 followers, or even less, perhaps its exposure will be better than the reported data of hundreds of thousands, which means whether there has been any explosive article.

3. Carefully choose blogger accounts that have the same notes, likes, and collections

After understanding the target audience and fan portraits, we can carefully look at some data in the blogger's account. The number of fans and the likes and favorites rate are all displayed intuitively.

Then we will look at the blogger's previous notes, and the number of likes is relatively average (for example, after reading 10 notes, the ratio of likes and collections is similar), so the data is very likely to be fake. Such an account is of no use to us. Users are consumers and they hope the most.

Attention must be paid to this aspect. Repeatedly reviewing the credibility of the account is a key point that operators need to focus on.

(Image source: Xiaohongshu)

Let’s look at the example above. A Xiaohongshu blogger with 30,000 followers has 10 notes with only about 100-200 interactions each, and the content is not very attractive. Including the comments in the comment section, which seem rather perfunctory. If you read more, you can feel that the data is maintained manually and there is suspicion of water injection, so be cautious when looking for bloggers to cooperate with (also look at the cooperation price, cheap accounts are still "cheap").

4. Excellent bloggers can re-post

The blogger's delivery data can be concluded based on the blogger's note feedback. When we invest in the Xiaohongshu blogger account, the feedback from the first cooperation is good. In this case, the brand can consider reinvesting two or three times.

For example, the note type for the first collaboration may be a strategy collection, the second may be a horizontal assessment, and the third may be practical knowledge.

However, we must think clearly at the beginning about the purpose of our investment. If it is mainly for traffic, then it is appropriate. It doesn’t mean that you should look for new bloggers and consider bringing in other experts in the later stage. You don’t need to consider those stable note-taking experts. It will be a waste of time to invest in experts who fail to achieve the expected results, and the product will not be promoted well.

There are also surface dimensions such as likes and favorites. The surface dimensions are the amount of table data you can see now.

So how do you judge whether you are a good blogger?

It depends on whether the notes contain valuable information, the degree of the valuable information, etc., whether Xiaohongshu users can learn something from this note, and what inspiration and insights they can get.

The note copy should be authentic and fluent, and it is best if it can make the reader feel involved . The exquisiteness of the cover and the brightness of the colors, whether it can catch the attention of netizens , which is what we call beauty and saturation, and other factors need to be judged from multiple aspects.

We can also make use of Xiaohonghu’s French fries. If the content is good, but the data is not up to standard, we can burn the French fries to encourage bloggers to create good notes. At this time, we still need to pay attention to the product launch cost. Products that cost only a few dozen dollars are given away whenever possible.

When deciding on a blogger, look at whether it’s worth it, not whether it’s free or cheap, but whether it serves your purpose. Generally speaking, if the price is low, you can only choose low-quality junk accounts.

The selection of bloggers is different for different needs. If you only need quantity in the early stage, you can choose amateur bloggers, and the content does not need to have extremely high quality requirements. Water-injected bloggers will also be gradually removed from the official platform. Whether to cooperate sometimes depends on our own needs.

5. Reference data

Superficial data refers to what we conventionally call account selection dimensions. For example, the total number of likes on a Xiaohongshu account is 1:2 of the number of fans, which is considered qualified. However, this is just for reference. If the blogger's personality is very obvious, the number of likes and fans will be 1:1 in a short period of time.

Open the blogger's homepage and take a close look at the homepage and notes. There are almost no popular articles, the ratio of fans to the likes and favorites rate is quite different, and there is a serious situation of not replying to fans' questions. There is a phenomenon of water army in the comment area. Then this kind of account gives people a very fake and unreal feeling. The likes and favorites are far greater than the number of fans. This is the "superficial data" .

Basic data:

Bloggers will regularly or irregularly clean up some notes with low traffic. This is a normal phenomenon, but some bloggers will choose to set the notes to be visible only to themselves. If a blogger publishes a note and the data is abnormal (substantial growth) or the data does not change within 2-3 hours, then the account appears to be fake.

I don’t know if the operators of Xiaohongshu have ever encountered this situation: after a note has a certain amount of traffic, the content does not match the product, which is a phenomenon of selling dog meat under the guise of selling mutton. This is deceptive content.

Xiaohongshu influencers generally update their posts frequently, updating once or more every day to attract traffic to their accounts and maintain account stability. However, the amount of updates should not be too much every day, as this will cause fans to be disgusted, traffic will not be generated, and the notes will remain at a certain stage.

Check whether there is any abnormality by looking at the growth changes in the number of blogger’s followers. If a blogger suddenly gains hundreds of thousands or tens of thousands of followers, we can check his recent follower growth through the background of a third-party platform to see whether the increase is due to a popular article. However, this depends on the time period. Some of the growth occurs after reporting, which can be seen through the background data.

6. Authenticity of character

The personal charm that netizens like is definitely not a person with only advantages, but a person with flesh and blood, emotions, opinions, positions, attitudes, and values. Even if you show many shortcomings, it will not prevent the audience from liking you. This is a living and real person.

Users in front of the screen see a three-dimensional person with advantages and disadvantages. Netizens will feel that this person is real, natural, and unpretentious. You are very close to them, and you can say many things that they want to say but dare not or cannot say.

Sincerity is a scarce resource. In reality, people are full of suspicion and live in roles. They socialize with masks on and cannot be their true selves. Many times, people themselves don’t even know what they are like. People are swept away by the voice of the group and have no time to think.

Be yourself, record the most authentic self, show your true side to Xiaohongshu users, and create some kind of resonance or strong sense of immersion with users .

VII. Final Summary

We must understand that the target population and blogger fan portrait are the most critical step, otherwise the data will look good but the purchase rate will be affected.

Do not choose fake accounts that like and collect blogger notes. These accounts are restricted by the official authorities. The number of fans of a blogger cannot determine the exposure of the notes. The exposure rate of the Xiaohongshu platform is determined by the high-quality content of the notes.

Excellent bloggers can be invested repeatedly. Xiaohongshu’s demand is endless. For creators with excellent content production capabilities, we will consider two or three times of cooperation, or even long-term cooperation with good bloggers.

Referring to the surface data, the number of likes is far greater than the number of fans, but the data has not changed much after the note was published, so we will boldly guess the authenticity of the account. Bloggers with high integrity are often our first choice. Only when the blogger’s personality is authentic can the user experience of Xiaohongshu be authentic.

Author: Zhuang Jun

Source: Zhuang Jun