What to do if Xiaohongshu promotion is not effective? Have you mastered these 4 methods?

Internet marketing has a history of more than 20 years. Today's Internet marketing market has a wider coverage, more and more forms, and various new media platforms continue to emerge. Whether it is the old powerhouse search engine or the emerging darlings information flow and new media marketing, they are constantly updating and filling the online marketing platform, which can be described as a hundred schools of thought contending and a hundred flowers blooming. How to make good use of these online marketing channels has become a big problem for many marketers. Today we will talk about Xiaohongshu , the core platform for female traffic.

“Little Red Book - Marking My Life”

Speaking of Xiaohongshu, you may think of "Is it the APP that was removed from major app stores?" Despite the removal storm, Xiaohongshu is still a core platform with a huge traffic from the female group. Now, the impression that Xiaohongshu gives to the public is more like a platform for celebrities and internet celebrities to share their "experiences", promote brands, and recommend products to netizens. So how should we play Xiaohongshu?

Little Red Book Law

The purchasing intention of the audience on Xiaohongshu is extremely high, and the success rate of planting grass is extremely high. It can accomplish the three links of stimulating interest, building trust, and selling products. It has a low threshold and the effect of pictures + text is also excellent.

Xiaohongshu's information flow ads are mainly divided into two types: picture and text notes and video notes. The presentation method is the same. Clicking on the information flow ad can jump to the native note page, and then clicking on the product link can jump to the product details page/store page. Another form is to jump from the information flow advertising page to the message details page.

Little Red Book Crowd Portrait

Xiaohongshu users are mainly from first-tier cities, aged 31-35, and female groups, among which first-tier cities account for the majority, accounting for about 44.6%. Most of these users have high education and high income, and strong comprehensive consumption capacity, and they will be the dominant consumer group in the future.

It is worth noting that users in underdeveloped regions have become the main force of the Internet, and the market space has great potential; the middle and high-end consumer group accounts for the largest proportion in Xiaohongshu, mainly composed of people aged 25-35, accounting for about 52% . The characteristics of this group are very strong consumption and purchasing power, and they are the main force of consumption in the future; the female group accounts for 86%, and the content is precisely positioned vertically in the beauty category.

Xiaohongshu Marketing Strategy

The audience of Xiaohongshu has a very high purchasing intention, so you can promote it in many ways as long as it is not a hard advertisement. Generally speaking, the commonly used marketing strategies on Xiaohongshu are mainly the following four points:

1. Red people promote

In the era of mobile Internet, audiences' focus is becoming more and more segmented, and more and more people are keen on KOL-guided consumption , sharing consumption preferences and consumer trust.

Through the review notes posted by KOLs, audiences communicate with each other in the Xiaohongshu community through comments, private messages, etc., establishing a network of social relationships, including connections between audiences and KOLs and between audiences, which in turn triggered a widespread internet celebrity economy.

2. KOL Diffusion

Xiaohongshu is different from other e-commerce platforms. It has established a content sharing community based on UGC. Among them , KOLs have a large amount of fan traffic and lasting fan attention. They have strong voice and influence.

We can use the powerful voice and influence of Xiaohongshu KOL to implant the brand product image into the fans' impression. The brand can also gain considerable popularity and search volume from the Xiaohongshu platform, which can greatly increase the brand's exposure and conversion rate.

3. Internet celebrities dominate the screen

A study shows that 81% of consumers will have their purchasing decisions influenced by frequently appearing content.

Therefore, if you want your brand to be quickly exposed on Xiaohongshu, the key point is to work with KOLs to create a "phenomenal screen-sweeping" experience for the brand through high-quality content.

First, we conceive and initiate topics through big data analysis, target population portraits, and keyword data of peer competitors. Next, we invite multiple KOLs to post tips together to attract more KOLs to participate and form a unique UGC atmosphere.

At the same time, let KOLs interact with fans, use the power of fans to maximize the influence of the topic, and then use the content recommendation mechanism of the Xiaohongshu platform to push the topic to a hot topic. After dominating the screen through layers of linkage, the brand product purchase link is implanted in the KOL's grass-planting notes to further increase the purchase rate.

4. Celebrity recommendations

How did Xiaohongshu become popular? It’s because celebrities joined the platform. Just like Douyin, it relies on the traffic of celebrities to direct traffic to the platform.

It can be said that celebrity recommendations are a major feature of Xiaohongshu . At the same time, the recommended products are easily given labels with exclusive celebrity recommendations. There is no need to consider issues such as likes and rankings. Users will follow suit and buy in minutes.

Moreover, there is not much commercial atmosphere in the celebrity’s Xiaohongshu recommendation notes, but more personalized recommendations. These personalized products are recommended by celebrities through notes in the form of pictures, texts, videos, etc., which increases users' trust in the products and converts them into direct purchasing power for the brand.

The above are some of Xiaohongshu’s marketing methods and techniques. As mentioned above, as a natural advertising platform, Xiaohongshu does not have to worry about whether users will buy or not. What it needs to pay more attention to is “how to attract users’ attention.”

Remember: Xiaohongshu marketing = marketing methods 10% + high-quality content + 45% + interaction volume 45%.

Author: Internet

Source: Houchang College