Four strategies for promoting Xiaohongshu!

Today, Xiaohongshu is increasingly becoming a battleground for businesses. As the fastest-growing content e-commerce platform in China, as of May 2019, the number of registered users on the Xiaohongshu platform has exceeded 250 million; the number of monthly active users is approaching 50 million, and the number of daily note exposures on Xiaohongshu is as high as 2 billion times.

Such a huge amount of traffic is an excellent platform for merchants to choose for marketing. In addition to the huge amount of traffic, Xiaohongshu also has the following advantages compared to other platforms:

The stickiness between users is higher than that of traditional transaction-based e-commerce, and the inflow and outflow traffic is large.

The high-quality content of notes in the community has laid the foundation for content e-commerce, attracting a large number of users who have a desire to buy but whose cognitive closure needs are not met. The user retention rate is high and the stay time is long.

The star effect is strong, and using stars as spokespersons has attracted the attention of young user groups.

Hongshu users are mainly female, mainly students and white-collar workers, living in first-tier developed cities, ranked in the following order: Shanghai, Beijing, Guangdong, Zhejiang, and Jiangsu. Young people born in the 80s and 90s are the mainstream. They love to share, pay attention to the quality of life, and have a certain purchasing power.

The commercial value is high. This target group has strong purchasing power and can afford higher-priced, high-quality goods, and has a strong willingness to purchase high-end goods.

Discover all the good stuff and interested users, and let users perceive the high-quality content resources within the product.

Pushing personalized preferences to users and creating products that are exclusive to individual users strengthens the concept of thoughtfulness. Are you tempted by so many advantages? With the arrival of Xiaohongshu's 6th anniversary, Xiaohongshu has even shouted out the slogan of "opening up the social + e-commerce business model" this year. How to make good use of Xiaohongshu in this context has become an issue that merchants need to think seriously about. Here are 4 strategies for first-tier brands to master Xiaohongshu marketing:

Develop appropriate content based on product features

When promoting on Xiaohongshu, many business friends like to blindly follow the trend of hot products. They write notes about whatever is popular and follow the hot topics, while ignoring the characteristics of their own products. In fact, when doing content promotion, you should first focus on highlighting the advantages and characteristics of your own products.

For example, if your product is sportswear for women, your content should focus on the breathability and comfort of the clothing fabric, and emphasize the value of your product in women's sports, rather than imitating the promotion method of Internet celebrity skirts and simply emphasizing the Internet celebrity attributes of the clothing.

In addition, the promotion plan should closely grasp the pain points of your users. You can choose one or two directions to create content first, and then optimize your topic based on the number of user readings and likes. Through continuous optimization, we can truly grasp the needs of users and maximize the conversion rate of content.

Master the necessary content skills

Try to make the title short and concise, focusing on the key points, and add more words such as "private collection", "dry goods", "must-have" + life scenes.

Reasonable pictures should be selected, and try to choose bright, eye-catching pictures with life scenes.

It is very important to approach the issue from multiple angles. Xiaohongshu community has a promotion flow limit mechanism. Once the increase in product promotion notes is too large, being warned or blocked is an inevitable result. Therefore, multi-angle and collection note formats will be softer and safer.

The topics should keep up with the hot topics. For example, if a star product becomes popular, you can create some content topics that are linked to the popular product.

Seize the KOL in the product field

In the content ecology of Xiaohongshu, big Vs often play a decisive role. The ability of a KOL to bring goods is often dozens of times that of an ordinary merchant. At the same time, advertisers are more likely to follow the advice of KOLs because advertisers basically have indirect contact, while KOLs and agencies can better digest the rules of Xiaohongshu. Advertisers need to find Xiaohongshu KOLs that are consistent with their own brand products to produce cooperation. Therefore, it is very important to become a KOL in your product field.

KOL requires you to have a certain number of fans, and fans come from continuous output of high-quality content. For the majority of sweet potato fans, they have long been accustomed to seeing the same old product display notes.

Therefore, notes that tend to be personalized and high-quality and that can spark topics and spark discussions will be more popular among sweet potato fans. When you can set the pace with high-quality topics and accumulate enough fans, you have the potential to become a KOL.

Choose excellent third-party promotion services

If the above three methods do not have good effects, then you need to choose an excellent third-party service agency to customize a Xiaohongshu marketing strategy that suits you. As the saying goes, every profession has its own expertise. Having professionals help you with professional marketing will surely make your Xiaohongshu marketing journey more effective.

As a leading professional new media precision marketing platform in China, it brings together a large number of Xiaohongshu KOL resources, covering more than 20 content areas on Xiaohongshu, including videos, fashion, makeup, skin care, food, travel, celebrities, reading, fitness, etc., all real traffic, accurate distribution, and direct access to target groups, helping advertisers to quickly and accurately match suitable resources, and providing professional and comprehensive media delivery solutions to achieve precision marketing.

Big strategies to help you promote Xiaohongshu

(1) Focus strategy

Build a vertical KOL matrix, focus on key groups, cover multiple catalyst scenarios of the same consumer, form deep reach, and concentrate firepower to promote sales conversion.

(2) Diffusion strategy

Build a pyramid-shaped KOL matrix to achieve comprehensive diffusion and even viral spread through interactive topics and deployment of KOLs of different sizes. Continue to promote the spread of marketing information in stages.

(3) Functional strategy

Explore the different functional benefits of KOLs, focus on matching content, support all aspects of integrated marketing communication, and try more innovative content forms, such as online and offline linkage, multi-platform collaboration, etc.

Hot-selling packages for you to choose

(1) Amateur word-of-mouth package

More than 30 Xiaohongshu celebrity bloggers will respond to your needs extremely quickly and work together efficiently to create efficient content coverage for you. The expected effects of this package are: high note retention rate, building a good reputation, and high natural traffic from comments and likes.

(2) Create a hot-selling package

A large number of Xiaohongshu KOLs will personally bring millions of loyal fans to endorse your brand and increase exposure. The expected effect of this package is to make your brand a popular recommendation on the homepage, with a million exposures in a single day, quickly increasing your exposure and popularity in a short period of time.

(3) Internet celebrity KOL collaboration package

Hundreds of Xiaohongshu influencers in various fields work together to distribute your content, spreading it in breadth and in depth. The expected effect of this package is to make your brand a popular recommendation on the homepage, with up to one million exposures per day, allowing your brand to cover a wide range of target users.

Author: Xingyuefang

Source: Xingyuefang