Xiaohongshu operation and promotion, Xiaohongshu grass-growing strategy!

1

Xiaohongshu was founded on June 6, 2013. It was initially focused on sharing community content, starting with sharing beauty and personal care products, and later expanded to sharing content on sports, tourism, home furnishings, travel, hotels, restaurants, etc., and guiding users to conduct transactions.

It currently has about 150 million users, belonging to the blue ocean of content social e-commerce platforms and is the content e-commerce platform closest to money . There are a lot of traffic dividends, especially in the current context of consumption upgrading. We have cooperated with JD.com and Taobao. 70% of users are women born after 1990, and most of them are born after 1990 and 1995. They are particularly suitable for women's fast-moving consumer goods such as beauty, skin care, maternal and child care, and fitness. The characteristics of user word-of-mouth sharing have innate advantages in product drainage, word-of-mouth marketing, and topic generation.

In the era of integrated marketing, self-media serves as a personalized information distribution platform, and users themselves are "actively reading content". This scenario is more suitable for receiving information, and Xiaohongshu is undoubtedly a platform you should not miss. We found that products labeled " Same as Xiaohongshu " always occupy the hot search list of various e-commerce platforms.

Xiaohongshu has not only changed users' consumption habits, but also gradually influenced their consumption psychology. This determines that Xiaohongshu promotion cannot use traditional brand marketing methods.

2

When promoting on Xiaohongshu, we commonly call it “planting grass”.

What is grass planting?

That is, using Xiaohongshu KOL to produce original content to attract users to immerse themselves in the scene, trigger their active search, increase product exposure, and help advertisers achieve conversion of Xiaohongshu promotion effects.

Xiaohongshu started out as a community, so the "publish notes" module has always been a powerful tool for Xiaohongshu to "plant grass" and increase activity. Xiaohongshu's user group is mainly female. Girls naturally like to share and record their lives, and the note-posting module just meets their needs for sharing. Think of Xiaohongshu as another circle of friends, where you can record and share every little detail of your life.

"Planting grass" is actually different from traditional advertising. The advertising subject is no longer the merchant, but the intentional or unintentional influence of opinions or experience sharing from others. This is essentially an information dissemination model based on interpersonal interaction.

The reason why it is easy to be "planted with grass" is due to the development of social media. As a kind of communication relationship between people, "planting grass" relies on word of mouth and mutual trust. Social media continues to break down the communication barriers between users and bring people closer together.

Grass planting is not just the domain of fast-moving consumer goods. Products with high unit prices but technological support/obvious effects/unique appearance are also suitable for grass planting. Because purchasing decisions take a long time, long-term education and reinforcement are needed for grass planting.

Retain users through UGC and let users know that Xiaohongshu is not just a platform for selling things, it is also a social platform where they can see a lot of fun and interesting content every day.

Simply put, what kind of products are suitable for planting grass? That is, new products/products with new selling points; products with explosive traffic attributes; stylish, good-looking/or unique and niche.

Which products are not suitable for growing grass? ...For example, there is no need to buy popular brands, such as Head & Shoulders shampoo, as there are no technical or appearance upgrades and there is no obvious difference in functionality from other competing products. There is also a category of products specifically for boys, because men’s shopping is mainly based on rational thinking.

3

Xiaohongshu promotion is generally achieved through three channels: word of mouth among acquaintances, KOLs, and online communities .

1. Internet celebrities dominate the screen

A study shows that 81% of consumers will have their purchasing decisions influenced by frequently appearing content. Through big data analysis, target population portraits, and competitor keyword data, we conceive topics, and "recommend" products from one internet celebrity to dozens of them, attracting various KOLs to form a unique UGC atmosphere, and simultaneously launching fan interaction activities to generate viral fission with the help of fan power.

2. Hot-selling product recommendations from celebrities and KOLs

Users gain a sense of "identity" and "sense of involvement" through their long-term attention and investment in KOLs, thus creating a resonance of value and emotion. This sense of identity makes users willing to pay. The celebrity KOL recommendation strategy can not only help brands gain massive exposure, efficient traffic and good reputation, but also achieve real sales conversion.

3. Red people’s evaluation

In the era of mobile Internet, people's interests are becoming more and more segmented, and more and more people are keen on celebrity-guided consumption, sharing consumption preferences and consumer trust.

People communicate with each other in interest communities through product reviews posted by influencers, establishing a network of social relationships, which in turn triggers a widespread influencer economy - which is built on users' sense of belonging and identification with the influencers. On the Xiaohongshu platform, where content is entirely generated by users, the super strong dissemination effect and the extremely low marginal cost of the community itself make it very easy for Internet celebrities to expand outward, making it even easier to "plant grass".

Through the three Xiaohongshu promotion strategies of internet celebrity linkage to dominate the screen, celebrity KOL hot product recommendations, and influencer evaluation, a good reputation is created for the brand, and brand awareness is enhanced through multi-channel and all-round exposure to establish a unique brand image. Then, we can carry out precise delivery through channels such as vertical forums and combine it with social networks to spread the message, so as to obtain more accurate users and traffic and achieve higher conversions.

Generally speaking, during the promotion process of Xiaohongshu, high-value fans of a brand are divided into two categories: one is the basic fans who can help you increase the number of readings and purchase brand products; the other is the high-quality fans who are trustworthy to the brand, can increase the sales of brand products, and even produce high-quality content.

In the specific planning process, just like other platforms, it is necessary to analyze user pain points, accurately tease, segment precise users, refine product selling points, turn them into topics of conversation, and then widely disseminate, deeply interact, and guide purchases .

Pay special attention to translating product selling points into human language, from displaying functions to user experience, and integrating them into various scenarios; the "scene" that can trigger emotions is the "scene"; focus on personal experience and call on the five senses experience; be easy to understand, speak human language, use more pictures, and be direct.

In the specific planning stage, you can hold events to carry out brand marketing promotion based on the attributes of Xiaohongshu KOL fans. Formulating a detailed event plan before the event and making in-depth plans for fan traffic, landing, conversion, etc. are effective ways to improve the marketing promotion effect of Xiaohongshu.

Planting grass is a technical job, but there are also routines, such as the same products as celebrities/variety shows mentioned above; leveraging hot topics in the category, which is suitable for everyone and has miraculous effects on beauty products; creating things, which is suitable for old brands to promote new products .

At the same time, it cooperates with multiple themes, node planting: Qixi date, National Day travel; scene planting: plum rain season, autumn and winter season change, dating out; circle planting: fitness experts, beauty bloggers, food bloggers.

4

There is a "four-step method" for promoting Xiaohongshu: selecting influencers, finding users, playing with content, and monitoring . It is deeply integrated with multiple dimensions such as big data intelligent analysis, refined marketing, customized creativity, and optimization strategies.

Use Xiaohongshu brand accounts to tell good brand stories and produce high-quality UGC content. When investing in Xiaohongshu promotion channels, use the big data analysis system to help the brand accurately position itself, and use the "external force" of Xiaohongshu KOL's own fan base and influence to shape the brand image. Finally, use emotional interaction to drive business interaction and stimulate consumer desire.

In the process of planting grass, store operation is also very critical. If it is not done well, it may be due to the following reasons:

The content of Xiaohongshu notes is not attractive and practical enough; the tone of the brand Xiaohongshu account is unclear; the user groups it follows do not match; the advertising placement is awkward, and the note exposure rate is low.

There are several solutions to these problems: personalize the brand's Xiaohongshu account; properly plan marketing interactions to increase intimacy with consumers; maintain close contact with consumers and provide timely feedback; plan surprises for consumers and build beneficial connections; position note content more accurately and with higher quality to identify the target consumer group.

There are five principles to pay attention to in the process of planting grass:

Circle communication : "People are divided into groups", and the information of Insight will spread faster within the same circle, which can stimulate the self-propagation of "audience-audience".

Authenticity : Sincerity is the key; content that promotes the product is key, and you have to believe that the KOL is recommending it sincerely after using it; How can KOL content be authentic: 1. Personal experience of the product. 2. Inner feelings and product reviews

Sales rhythm : The new product launch rhythm inside and outside the site is fully connected; control comments to guide conversion and supervise the direction of public opinion; multi-dimensional comments content triggers resonance

Be consistent from beginning to end : do a good job in SEO exposure on various platforms and related e-commerce keyword searches. Do a good job in SEO exposure on various platforms, link e-commerce keyword searches, and show the effect of planting grass everywhere

SEO optimization : Do a good job of briefing and reviewing from time to time. What is timely review? Communicate with customers in a timely manner every day to collect statistics on e-commerce search volume data, which can infer the promotion effect of KOL. Choose the account type, whether the publishing time is appropriate, whether the published content is seeding, and the effectiveness of the KOL's promotion fees, so as to select the seed accounts for the next round.

During the delivery process, data analysis is very important. Effects are monitored through sales data analysis, and user feedback is generated through background data analysis.

Doing a good job of promoting Xiaohongshu is almost equivalent to opening up a new blue ocean of traffic for the brand. Xiaohongshu promotion can bring considerable sales growth to brands, which is amazing and has also prompted many brands to think about Xiaohongshu promotion marketing strategies.

Related reading:

1. Do you know the operation and promotion strategy of Xiaohongshu?

2. There are 7 ways to promote on Xiaohongshu. Have you ever made a mistake?

3. For promotion on Xiaohongshu, just read this article.

4. Xiaohongshu promotion: Xiaohongshu user growth methodology!

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author: Tang Xiaohan

source: Tang Xiaohan