Xiaohongshu is back on the shelves, how to carry out promotion?

After 77 days since the Xiaohongshu APP was taken off the shelves in August, it was finally officially put back on the shelves on October 14.

Currently, the Xiaohongshu App has been restored to the shelves in app stores such as OPPO, vivo, App Store, and Meizu, and should be available in all major app stores online within the next few days.

As soon as the news came out, it quickly topped the hot search list, and many friends expressed their joy, saying that "the circle of friends is better than a party." Why can a social e-commerce app have such a big influence? Why are consumers so enthusiastic?

1. The 100 billion yuan “grass planting economy” has just exploded

This market worth hundreds of billions of dollars has just begun to explode.

Let's look at some data first:

1. Li Jiaqi, the "Lipstick King" who captured thousands of girls with his Douyin color test, sold 15,000 lipsticks in 5 minutes, setting a sales record of 23,000 orders and 3.53 million in sales during a 5.5-hour live broadcast. 2. On August 31 last year, Zhang Dayi launched a joint model with Disney for the 90th anniversary of Mickey Mouse. The sales volume on that day reached 220,000 pieces, and the sales exceeded 30 million in 5 minutes. 3. During Kuaishou’s live e-commerce festival on the eve of Double Eleven last year, Sanda Ge’s single-day sales exceeded 160 million. 4. There were over 60,000 live broadcasts on Taobao, with a total broadcast time of over 150,000 hours. Viya, the top anchor of Taobao, brought in goods worth 2.7 billion yuan.

So, who are the consumers behind the grass-planting economy? Without a doubt, the main force are those born after 1995.

Their typical characteristic is that they like to read a lot of content and posts on social platforms such as Douyin, Kuaishou, Xiaohongshu, Bilibili, Weibo, and Zhihu.

These have become their social currency. It can be said to be an indispensable part of life.

As a result, all kinds of experience sharing and good things sharing have become their favorites.

Some commonalities between them:

1. Promote with strength, advocate individuality, and refuse to follow the trend 2. In my circle, I am the KOL 3. Consumption behavior is "social currency" 4. Resonate and attract like-minded people

Tencent released the "Z Generation Consumption Power White Paper"

2. 6 promotion methods of Xiaohongshu

How to seize the hundreds of billions of seeding bonuses from Xiaohongshu? For merchants, if they do the promotion on Xiaohongshu by themselves, the speed will be relatively slow, so today I list 6 methods of promotion for you.

1. Celebrity Advertising

The power of celebrities cannot be underestimated. The sales of products promoted by Fan Bingbing and Lin Yun have skyrocketed, and it is common for Fan Bingbing's products to be out of stock. From the perspective of environment creation, Xiaohongshu does objectively have aspects that attract celebrities.

This platform has been committed to building a community and establishing a lifestyle sharing platform. A large number of other irrelevant negative emotions or content can be effectively "folded".

Stars don’t have to be perfect here. They don't need to express their political views, and there are not many users who come to ask you to "care about your country and the world." If you show off your bag, no one will touch it and scold you for showing off your wealth. In short, this is a world without any "argumentative people."

The effect of celebrity advertising: creating a celebrity effect, bringing goods and increasing brand awareness. Later, when you are working on spreading the word, you can expand the publicity effect around celebrity themes.

There are disadvantages as well. The price is high, and sometimes the expected effect may not be achieved. Some of them, after being published, are not as effective as an article written by an expert.

2. High-quality expert notes delivery

High-quality influencers are called KOLs, who have avant-garde aesthetics in terms of number of fans, appearance, dressing style, and makeup. After publishing the note, it can be quickly spread to other users through the platform’s push mechanism to fans, thereby increasing the popularity of the note and driving more natural traffic.

The desired effects are: 1. Create popular notes to achieve conversion effects; 2. Through the Xiaohongshu mechanism, accurately push the content of the notes to high-quality customers to achieve conversion.

3. Distribution of notes from experts

A volume expert, also known as a C-level expert, can also be called a marketing account. He has no personal background and the number of fans ranges from a few thousand to twenty or thirty thousand. This group of experts is mainly composed of mothers, women from third- and fourth-tier cities, and a small number of students.

Their value lies in setting off high-quality influencers and increasing the volume of a brand's articles. After all, the price of one high-quality influencer is the price of five volume influencers. There will be some good articles among them, and it is common for small popular articles to appear.

4. Amateur advertising

Amateur is an ordinary account that actually exists. It can be said to be a water army or a buyer's show. When so many influencers promote a product, it looks like an advertisement. At this time, some authenticity is needed to support the brand. The best way is to use amateurs.

There are actually not many requirements for pictures and texts. Just insert the mall link and brand number appropriately.

It requires momentum in a short period of time. Currently, Xiaohongshu has strict review of amateur notes. If they are sent improperly, they can easily be blocked, which is equivalent to doing useless work.

There are actually two effects of posting amateur notes, usually for endorsement and placeholder.

The current effect is that when users search for product or brand keywords, there are multiple articles written by amateurs. The user will then think, you see, not only experts but also many ordinary people have used it and said it is good! In addition to increasing authenticity, amateurs can also grab keywords. After all, the amount of content posted by amateurs can be large because the price is low.

5. Keyword ranking optimization

In the ranking of keywords, you should know that the notes in the front row can always give people a good first impression, and few people will flip through them one by one to read them, so the higher the ranking of the notes, the higher the exposure they can get. This is why there are now a large number of official advertising spaces in keywords, but first, the official advertising spaces are expensive, and the price-performance ratio may not be suitable. Second, notes are hard advertisements, and users will have a certain resistance to them.

The desired effect of keyword ranking optimization is: more exposure and display in order to achieve conversion.

6. Keyword drop-down

The purpose of adding corresponding brand drop-down words under keywords is to increase brand awareness and promote the brand. It will be more convenient for users to find the brand when searching for related products.

The above are the 6 ways of marketing promotion in Xiaohongshu. When placing promotion, merchants can choose and match related businesses according to their own budget. For example, if you want to make a hot article note, you can choose high-quality experts + keyword ranking optimization, which will make it easier to produce hot articles;

When promoting your brand through Amateur Notes, you must also make relevant keyword drop-down words so that Amateur Notes will be displayed first under your own brand keywords, thus maximizing the role of Amateur Notes.

Speaking of promotion methods, here are some practical knowledge and precautions during the promotion process.

1. How to distinguish the quality of expert accounts

2. What should you pay attention to when posting Xiaohongshu notes?

3. What should you pay attention to if you want to improve keyword rankings?

How to distinguish the quality of expert accounts?

The like-to-collection ratio is an indicator that is relatively easy to judge whether the influencer's data is real. Generally speaking, collections are at least twice as many as likes, and collections of high-quality content are even 4-8 times as many.

Of course there are special cases. To determine whether the influencer data is real or fake, you can judge from the likes and collection data of each picture and text. If they are all average, it means that it is very likely to be fake. If there are both good and bad, the possibility of him being a real influencer is greater.

In the case of comments, many of the comments are biased towards advertising, and are even surprisingly consistent. If you click carefully, you can make a judgment or two.

When choosing to cooperate, many brands tend to prefer Xiaohongshu influencers who have a large number of fans, relatively good data, and whose quotes are lower than the industry price.

Such people should always be watched out for. To identify the quality of influencers, you need to carefully look at the quality of their content, number of posts, interactions, likes and likes ratio, etc.

Author: Operation Uncle

Source: Operation Uncle