How to promote products with the help of KOLs on Xiaohongshu?

With the rise of awareness among the new generation of users, China's young consumer groups have become "youth groups keen on recommending products". They are not interested in or even resist traditional marketing methods, forcing brands to optimize their product output methods and require that the content they disseminate be more in line with popular trends and preferences. The relationship accumulation ability of social e-commerce makes Xiaohongshu the best platform for brands to acquire fan economy.

1. What is Xiaohongshu?

Xiaohongshu’s slogan is “Find good things from all over the world”. Everyone who lives with heart can start endless imagination of a better life here.

With user experience as the center and word-of-mouth marketing as the medium, Xiaohongshu, as a product with community attributes, has been in operation for five years since 2013. The boundaries of community content have expanded from the initial sharing of overseas shopping products such as beauty and skin care to a word-of-mouth sharing platform that now covers a variety of consumption experiences and lifestyles in categories such as food, travel, and digital products.

As of October 2018, Xiaohongshu has accumulated a user base of over 150 million. A research report on the app behavior of college students by Aurora Big Data showed that Xiaohongshu is the first choice for college students in online shopping. In addition to the young user base, 87% of Xiaohongshu's user profile is female. And the majority of consumers are middle and high-end consumers.

Female users cannot resist shopping, food, fashion and other life topics; they are more willing to share and are more likely to create a dissemination effect. Xiaohongshu started as a community in the lifestyle field and has been deeply involved in vertical fields. Users have gradually developed from focusing on sharing overseas shopping experiences to sharing experiences in beauty, skin care, travel, home and other aspects. Therefore, the entire community follows the route of high-quality communication that is willing to share, and 70% of the user population is concentrated between 18 and 35 years old.

On Xiaohongshu, the most popular content is beauty, clothes, food, household items, etc. Using the influencer effect on Xiaohongshu for promotion is becoming an increasingly popular way of brand communication and sales.

2. Characteristics of Xiaohongshu

The commercial closed loop of "content + community + e-commerce"

From a business logic perspective, the core of Xiaohongshu is to rely on celebrities, influencers, and users to share massive amounts of shopping notes, and to enhance its social attributes through functions such as following, collecting, liking, commenting, and private messaging. Compared with traditional e-commerce platforms, the community atmosphere of Xiaohongshu is more like friend recommendations, which can make platform users have a desire to buy when browsing notes and guide them to place orders. After users purchase, they will continue to provide new content, thus forming a commercial closed loop of "content + community + e-commerce"!

Xiaohongshu is more effective in boosting sales and reputation than Taobao

Xiaohongshu has seized on the consumer habit of users paying special attention to other users' comments on the product before purchasing it on the e-commerce platform. It has combined social product thinking with traditional e-commerce to create a user word-of-mouth sharing platform that is completely authentic and trustworthy and is completely shared by users themselves. This method of providing users with purchasing decision suggestions is more likely to enable users to complete their ordering intention than obvious advertising insertions, so Xiaohongshu promotion is more likely to boost sales and reputation than traditional e-commerce platforms such as Taobao.

Celebrities join the platform to attract a large number of fans, and Xiaohongshu has strong user stickiness due to its social attributes

Later, Xiaohongshu introduced a large number of celebrities to join. In the past, celebrity recommendations were only in advertisements, but when real celebrities enter the community and recommend products they think are good to you like kols, the effect can be imagined. After joining Xiaohongshu, Lin Yun has accumulated 7.62 million followers on the platform, almost catching up with the number of followers on Weibo. In just half a year, Fan Bingbing had more than 10 million fans on Xiaohongshu. The products she shared, such as the sake lees mask, Guerlain late-night eye cream, Guerlain lipstick, and GM sunglasses, were all snapped up, making her a veritable queen of selling products. Thanks to the presence of these celebrities and fans, Xiaohongshu has seen an increase in user activity and participation. The sharing of knowledge and information in the field of life has also created a group of influential big Vs, and users are also happy to interact with each other, which has led to the creation of such a platform with sustained productivity.

3. How to use Xiaohongshu for promotion

Customize delivery strategies and plans to seize Xiaohongshu traffic

Based on the product's target population portrait and competitors' strategies, as well as the product's own attributes and communication characteristics, we customized detailed delivery strategies and plans before promotion, screened Xiaohongshu KOL influencers based on demand, wrote reviews and usage reports from multiple angles based on the product's brand characteristics, and released them in conjunction with marketing time to dominate the Xiaohongshu homepage and search page, create a hit product phenomenon, attract users' attention and deepen brand impression, and finally guide conversions through trials and shopping malls.

Open up all network channels to expand marketing effects

To strengthen the dissemination, not only Xiaohongshu, but also other online resources such as Weibo, WeChat, and news should be integrated and utilized to gather internal and external forces for concentrated promotion. Based on the screen-sweeping effect of Xiaohongshu, we use event marketing plans to guide the direction of product marketing, and then detonate the entire network by controlling the fermentation of public opinion and the direction of the topic. The content of dissemination and broadcasting should not be diversified. Try to unify the direction and use a small number of elements, which will be more conducive to promotion.

Continuously produce high-quality Xiaohongshu promotional content

Brand promotion is not a one-time thing, so it is necessary to form an excellent planning and copywriting team, continuously optimize the promotion copy, and optimize the allocation of marketing resources by inserting advertiser product recommendations and purchase links from other platforms in Xiaohongshu user notes, thereby increasing product exposure and achieving sustained sales growth!

4. Understand user pain points and promote Xiaohongshu to bring more sales

What kind of Xiaohongshu promotion content can attract attention?

In many successful Xiaohongshu promotion cases, content that impresses users can often trigger situational resonance. For example, common brand promotion content uses a certain scene or experience in life (such as "dry skin in winter", "how to take care of skin when using the computer frequently", "makeup competition at girlfriends' gathering") to give users an immersive experience, thereby guiding user consumption behavior and achieving product promotion.

What are the key points of Xiaohongshu promotion that can influence users' purchasing decisions?

Only practical knowledge that is beneficial to users can attract attention, so knowledge-based notes can often attract a more precise audience. For example, notes such as "How to slim down the face for girls with big faces" and "The five most cost-effective facial cleansing devices" that can directly solve users' problems are more likely to touch the target audience.

Which Xiaohongshu promotional content can get traffic recommendations from the platform?

While refining the content, the titles and pictures of Xiaohongshu's promotional content are also details that advertisers need to pay attention to. Generally, titles containing keywords such as "new discoveries", "black technology", "common styles of celebrities", "private collections", etc. will have a significant increase in the open rate.

What are the key points of Xiaohongshu promotion that can influence users' purchasing decisions?

In the promotion of Xiaohongshu, the process from arousing consumer expectations to placing orders for goods is a process in which users identify with, are convinced of, and make purchasing decisions about brand products. Common activities such as celebrity and expert live broadcasts of laboratory visits, product comparison and evaluation, street photography and interviews with passers-by, and dissection and analysis of product ingredients can allow users to have a more comprehensive understanding of product information and the R&D process, thus promoting their purchasing decisions.

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Author: Inexplicable Internet Thinking

Source: Inexplicable Internet Thinking