How can advertisers use Xiaohongshu KOL to promote Xiaohongshu?

Xiaohongshu is known as the "overseas shopping magic tool" and has more than 250 million young users worldwide. Most of the users are college students and white-collar workers, and they are all quite wealthy. Xiaohongshu consists of three parts: "self-operated cross-border e-commerce", "third-party brand authorization/direct operation", and "UGC (user-generated content) word-of-mouth sharing community". Xiaohongshu has been very popular in the past year. It is rumored that it was made popular by Fan Bingbing. Major beauty and fast-moving consumer goods merchants and brands are frantically trying to seize the opportunity to promote and market Xiaohongshu.

From a business logic perspective, the editor believes that 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"!

Why does Xiaohongshu promotion have such a high conversion rate?

First, it caters to the trend of extremely rich products and rising user decisions. Xiaohongshu's community can meet the core needs of users;

Secondly, here you can see the shopping sharing of your favorite celebrities and KOLs. The diverse graphic and text forms increase the user's sense of closeness and trust.

The third is the seamless integration of the mall, which makes payment more convenient and more conducive to direct conversion and sales of Xiaohongshu promotion!

1. Why are Xiaohongshu’s new rules regarding KOLs so controversial?

2. How many paths has Xiaohongshu tried in commercialization?

3.What is the difference between What’s Worth Buying and Xiaohongshu?

2019 is the key year for Xiaohongshu to define itself as commercialization.

Although Qu Fang, one of the founders, has repeatedly stated that from a revenue perspective, Xiaohongshu does not face any pressure in the short term. However, in the actual process of promoting commercialization strategies, the "one-size-fits-all" operation mode and the excessive dominance of the platform still make these "value exploration" behaviors inexplicably carry a hint of "harvesting".

As a company that has been established for nearly 6 years, Xiaohongshu started out by "planting grass" and has thus gained a large amount of high-quality traffic and UGC content. The original accumulation process of these traffic and content cannot be replicated. For this reason, when faced with the common anxiety of all platforms with all content as their core competitiveness - how to monetize, the moat they are most proud of has also become a self-destructive cocoon.

Including the collective condemnation triggered by Xiaohongshu's "cleansing of KOLs" a few days ago, one of the hidden problems behind it is that the definition of "advertising" is not precise enough, which has restricted many normal user discussions. Its essence is still a game between commercialization and content scale.

Intelligent big data system improves ROI effect

Qinggua Media has its own intelligent big data analysis system that covers dozens of industry fields. Combining years of experience in the field of data analysis, it uses the target population portraits of advertisers' Xiaohongshu product promotions and the strategies of peer competitors, as well as the product's own attributes and communication characteristics, to help advertisers customize appropriate Xiaohongshu promotion strategies and plans through full-process multi-scenario marketing monitoring, analysis and optimization.

Strict screening mechanism for Xiaohongshu influencers

The editor makes judgments based on multi-dimensional data such as fans, likes, comments, etc. of celebrity influencers to eliminate fake data influencers and screens out thousands of real Xiaohongshu celebrities and KOL influencers for advertisers, and directly cooperates with them in Xiaohongshu promotion. While achieving effective promotion, we always keep costs under control, allowing advertisers to clearly understand the promotion effect, and use cost-effective promotion channels to cover product advertisements to millions of Xiaohongshu users!

Deep understanding of Xiaohongshu promotion content recommendation mechanism

There will be great differences in the operation of community content in different categories, resulting in differences from planting grass to influencing users' purchasing decisions. After a large number of practical cases of Xiaohongshu promotion, the editor has a deep understanding of the content recommendation mechanism of the Xiaohongshu platform. In terms of content guidance and control, he is well versed in the characteristics of category scenarios. He can formulate a distinctive content attribute in combination with the advertiser's products, ensure high-value content output, and improve the recommendation effect and exposure of Xiaohongshu promotion products.

Combine multiple platforms to promote products on Xiaohongshu

The editor uses the strategy of "a small amount of top + a large amount of middle + a small amount of tail" to promote products through celebrities and influencers, and implements specific plans for users with different characteristics to attract the attention of other celebrities and influencers and users, and guide secondary recommendations; at the same time, it rationally allocates subsequent marketing resources, uses product keywords to cover other news channels and social media, and continuously builds momentum for the product on multiple platforms to achieve the final conversion.

Professional team continuously produces high-quality Xiaohongshu promotion content

Professional Xiaohongshu promotion planning team and senior copywriters assist advertisers in optimizing product promotion copywriting. By inserting advertiser product recommendations and purchase links from other platforms in Xiaohongshu user notes, we optimize the allocation of marketing resources and help advertisers tap into the value of Xiaohongshu promotion products, increase product exposure, and achieve sales growth!

Many users are actually familiar with shopping websites that are popular among users. For example, the “What’s Worth Buying” platform deeply packages products in a very standard way, and then encourages users to place orders on the spot.

Why doesn’t the same model work for Xiaohongshu?

The most likely reason is that "What's Worth Buying" has adopted the "self-operated" model from the beginning, strictly controlling the entire process from content to conversion. The motivation for users to visit is to spend money that is well worth it.

In contrast, what attracted users to Xiaohongshu in the beginning was simply good content. When users come to visit, they may really just come to browse and obtain useful information and knowledge.

They are all content, but the user behavior given by the tonality of the content is always between “seeing and buying” and cannot break through that barrier.

Xiaohongshu's commercialization attempts were put on the agenda as early as 2014. In the past five years of development, although there have been frequent actions, they can be roughly divided into two directions: one is e-commerce and the other is advertising.

The rapid development of Xiaohongshu has diversified the communication channels. For advertisers, this is both a major opportunity and a considerable challenge. The key lies in the correct selection of Xiaohongshu promotion channels. As a social media precision marketing platform, it continues to explore and innovate on the existing Xiaohongshu promotion technology. By integrating various high-value channel resources on the entire network, such as self-media platforms, WeChat KOLs, Weibo celebrities, online celebrity live broadcasts, short videos, and information streams, it collects information from different dimensions and provides intelligent analysis to help advertisers quickly and accurately match appropriate Xiaohongshu promotion resources, solve the matching of brands and groups, and achieve the goal of identifying and expanding the market, thereby providing many advertisers with intelligent, effective and systematic Xiaohongshu promotion and marketing decisions.

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Author: Promotion and operation methods and skills

Source: Promotion and Operation Methods and Techniques (iM-Findy-PG)