Xiaohongshu’s promotion strategies and methods!

Speaking of Xiaohongshu, what is the first thing that comes to your mind?

As fellow people in the marketing circle, the first thing that comes to mind is of course advertising and money.

I have to say that Xiaohongshu is really a platform that makes people willing to watch advertisements.

From a PGC platform that promotes "discovering good things from all over the world" to a lifestyle sharing UGC platform that promotes "marking my life", Xiaohongshu's road to commercialization has not been easy.

For major brands, Xiaohongshu's 200 million users, 70% of whom are born after 1990, 300% user growth, and nearly 1 billion exposures per day are very powerful data, which further inspires everyone to promote products or brands on the Xiaohongshu platform.

Today I will share with you several Red Book promotion strategies. Before that, let’s first understand the basic situation of Xiaohongshu.

The Xiaohongshu user base is mainly composed of women, accounting for 86.05%, while men only account for 13.95%.

Young people aged 20-35 account for 90% of the total population, and in terms of consumption level, they are basically in the middle and above consumption groups. Xiaohongshu has a serious impact on the lifestyle and consumption mentality of this generation.

In addition to the brand marketing advantage of the crowd, Xiaohongshu platform has several other advantages that are also convincing.

1. Advantages of Xiaohongshu

Community genes: From PGC-style one-way output of shopping guides to UGC-style overseas shopping sharing community.

Grass-planting platform: The notes shared by many celebrities and high-quality experts have become a well-known "grass-planting platform" in the industry, and it is also a "soft article gathering place."

Taobao integration: The new round of internal testing of Taobao Mobile has achieved integration with Xiaohongshu content, which means that you will see Xiaohongshu on Taobao in the future.

Precise traffic: The population with medium consumption and above, mainly women, forms a super-precise traffic pool.

Based on the above advantages, we can see that there are currently three main strategies for Xiaohongshu promotion.

2. Hot-selling product recommendations by celebrity KOLs

With the help of celebrity effects and influencers, brands or products can explode in a short period of time; in-depth promotion, usage tips, purchase links... use sharing as a premise to drive purchases of food, clothing, entertainment and fun.

A marketing closed loop of “creative production, celebrity recommendation, KOL recommendation, and purchase guidance” is formed.

3. Internet celebrity collaboration and screen domination marketing

Massive amounts of high-quality content from internet celebrities create a “phenomenal screen-sweeping” experience for the brand.

1. Initiate a topic: Rely on big data analysis, target population portraits, and competitor keyword data to conceive topics.

Topic example: You will regret it if you don’t buy it series | Share a palette of eyeshadow that is so gentle that it is explosive (with tutorial) #eyeshadow swatch #affordable eyeshadow #eye makeup review.

2. Internet celebrity hype: From one internet celebrity to dozens of internet celebrities promoting products together, attracting various KOLs to form a specific UGC atmosphere.

Communication route: internal closed loop, with middle-level influencers as the main body and tail-level influencers as the auxiliary, forming a "social + e-commerce" closed loop; external radiation, search engine keyword coverage and social media.

3. Fan interaction: Simultaneously launch fan interaction activities to leverage the power of fans to generate marketing fission.

Examples of interaction: There are rewards for interacting with bloggers, and trial packages are given away randomly, such as: rewards for commenting, rewards for being active, and rewards for posting items. Bring online popularity offline.

4. Popular recommendations: Master the content recommendation mechanism of the Xiaohongshu platform and combine internal and external means to achieve immediate results.

Recommended tips: Internal tips: Accurately obtain keywords; screen high-quality weighted accounts. External skills: Increase the number of reviews, likes and collections through external channels.

5. Purchase: Soft-implant product purchase links in Xiaohongshu promotional notes/videos to increase purchase rate.

Sales conversion: insert user recommendations and welfare club product recommendations in notes to increase product exposure and increase order volume

Red people evaluation marketing

"Planting grass" does not require being big and comprehensive, but rather small and beautiful, delving deeply into a certain vertical field and creating an exclusive sense of existence and belonging for people in a specific circle.

1. Xiaohongshu can segment vertical fields and conduct circle marketing based on the field in which the brand is located, such as the mother and baby circle, cute baby circle, fashion circle, skin care circle, makeup circle, etc., and carry out in-depth and refined marketing.

2. Social network: connect users through communities, create a sense of group belonging for them, and tap into the community economy.

3. KOL opinion leaders present themselves in a personalized manner, conduct personal evaluations, and use their personal brands to drive user recognition and following, thereby achieving the purpose of brand promotion.

4. Word of mouth from acquaintances: promoting strong relationships, high trust, sharing and mutual benefit to achieve the purpose of promoting products.

Based on the content level, we share the above three promotion strategies with you. Through celebrity KOL recommendations, internet celebrity linkage and online influencer evaluation, we can create a good reputation for the brand and achieve a large amount of exposure for the brand.

While increasing brand awareness, it also establishes a unique brand image and brings higher conversions to the brand.

Let me give you an example of promoting Xiaohongshu and guide you through “cloud practice”.

At the beginning of this year, an emerging beauty brand continued to appear in front of young female consumers, whether on Douyin, WeChat, or Weibo.

Of course, there is a lot of “OMG, it’s so useful” on Xiaohongshu, it is Perfect Diary.

The Tmall flagship store was opened in August 2017. In January 2019, it ranked 7th on the Taobao Tmall beauty monthly sales ranking, following top international brands such as Givenchy, Shiseido, Dior, and Armani.

Perfect Diary’s rapid rise to fame is inseparable from the creation of a content marketing model, which covers almost all popular marketing channels.

Every exquisite pig girl has the beauty tool Xiaohongshu in her phone. The sophisticated girls on Xiaohongshu pay more attention to areas such as beauty, skin care, and health care products.

Data from Xiaohongshu shows that beauty products rank first among all the data, which is why Perfect Diary focuses on Xiaohongshu.

In terms of content, Perfect Diary’s Xiaohongshu brand account has accumulated 1.067 million followers and received 539,000 likes. The number of followers far exceeds that of cosmetics brands such as L'Oreal and Marie Dalgar.

A total of 254 notes have been published since 2017, 26 of which are presented in the form of videos. The number of ordinary notes far exceeds that of video notes.

In terms of channels, Perfect Diary began to invest in celebrities, top KOLs, and mid-level KOLs in 2017. The notes of ordinary people almost swept Xiaohongshu, and the popular articles were continuously spread on Xiaohongshu for the second time, forming a fission-like spread.

1. Celebrity Advertising

Choose celebrities such as Ouyang Nana, Lin Yun, and Angela Zhang for recommendations, and use them to bring short-term, explosive attention and discussion.

Ouyang Nana’s recommendation received 83,000 likes, 36,000 collections, and 2,728 comments.

Lin Yun’s recommendation received 18,000 likes, 23,000 collections, and 2,382 comments.

Angela Chang had the least among the three, with 9,170 likes, 7,125 favorites, and 647 comments.

2. KOLs at the top and middle levels spread and try out the colors to promote the brand

The brand provides basic product information, and KOLs publish original recommendations. The header image often appears in the form of color test, which visually attracts users’ attention at the first moment, and this is also the advantage of cosmetics products.

3. Word of mouth dominates the screen

After the KOL guides consumption, ordinary people buy the products and then share their experience of using the products on Xiaohongshu, forming secondary dissemination and voice accumulation.

According to the analysis of the distribution of Weibo users’ fans who participated in the discussion of “Little Red Book” in the past month by Weiredian, it can be seen that:

There are about 300K Weibo users with 0-49 followers, about 110K Weibo users with 50-199 followers, and about 60K Weibo users with more than 2,000 followers.

These data indirectly show that in addition to the "planting grass" and "selling goods" abilities of celebrity KOLs, sharing by ordinary people is the most preferred content by Xiaohongshu users.

So how should brands use Xiaohongshu marketing?

If you have a good budget:

You might as well refer to Perfect Diary’s marketing strategy. Through the "planting of grass" by various KOLs (celebrity & KOLs at all levels), product awareness is repeatedly reinforced to form purchases.

You can also refer to the content released by similar brands and layout the KOL matrix. After all, the overlap of KOL fans is high, so the effect will not be too bad.

If you are on a budget:

In this case, ROI must be considered, and it is safest to choose low- to mid-level KOLs who have potential and content production capabilities.

Other situations can be analyzed and matched based on actual conditions.

Related reading:

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Author: Network

Source: Internet