This is how to effectively review your Xiaohongshu campaign!

In the years that I have been doing Xiaohongshu advertising , many business friends have always asked me how to review after completing a Xiaohongshu advertising campaign? What can be done better in the next issue? How to increase the rate of viral articles? As the Double 12 year-end celebration has just ended, in this issue I will share with you the methods of reviewing the launch.

Let everyone review efficiently, narrow the gap with the category leaders, and turn the tide

Before we start reviewing, we must first clearly understand the purpose and function of our review.

The subsequent review will be clearer, more efficient and meaningful.

For example:

1. Evaluate whether the goals have been achieved.

2. Discover the pros and cons of your own advertising and changes in platform traffic trends.

3. Optimize and formulate the next round of delivery strategies to improve delivery results.

After clarifying the purpose of the review, you will feel more fulfilled.

To start the review, we first make a summary table and input all the data we want to count into the table. The summary table is a relatively detailed review of the delivery data, which intuitively shows the results of our delivery this time, making it more convenient for our operations staff to analyze and optimize subsequent delivery.

If you want more suggestions and optimization directions for later launches , you still have to combine the basic data collected above to obtain analysis in different dimensions.

for example:

① Ratio of blogger level and interaction volume

②Creative direction & number of notes & amount of interaction

③Graphic/Video format & Interaction volume

④ Report/not report & interaction volume

If there are multiple products under the same brand, you can also list the data of each product separately and then compare them, and further optimize the content based on the content direction of the product with good data.

Of course, the content of the form varies from project to project. The needs of each project are different, and the data that needs to be collected and the data bias are also different. You can add or reduce the review content as needed.

After collecting the data, the results of this campaign have basically taken shape, including the explosive rate and inclusion status of articles, what kind of creative content people prefer, and more information that can be used to optimize the next campaign.

2. Comparative analysis of results and delivery plans

After collecting and summarizing the basic data, the next step is to compare and analyze it with our delivery plan to see whether our delivery has achieved the expected plan and goals. If it has, we should continue to maintain the advantage and further optimize it. If it has not, we need to find out the reasons and optimize it. Let’s talk about it in detail below.

1. The results are in line with expectations

The result is in line with the expected target and can achieve the goal, which is of course the best. We can look at the more prominent data this time, analyze the good areas and continue to maintain the advantages and further optimize next time.

2. The results do not meet expectations

According to data analysis, there are several common situations where the goals cannot be achieved:

①The rate of hot-selling articles is low.

②The reading ROI is low.

③The interactive ROI is low.

③The grass planting effect is not good.

The content determines the effect of the promotion, and the blogger plays a role in communication . They both play a very important role in our promotion. When we review the situation, we can mainly analyze from these two dimensions.

(1) Content layout

①Selling Point

Brands are always afraid of missing out on any information and want bloggers to cover everything to perfection. They want to pile up all the selling points of the products, which results in highly consistent content being disseminated, which is neither vivid nor real and is obviously advertising.

It is recommended that there is not need to be too many selling points in a single article, just give the core selling points of the product , reduce unreasonable rules and regulations and unreasonable requirements, and co-create content with bloggers.

Allow bloggers to naturally integrate product selling points into the content in accordance with their own style. This will increase user acceptance and naturally increase the grass-planting effect and interaction.

②Pain points

If the interaction and reading of the campaign are good, but the conversion rate is not good, then you need to consider the problem of note pain points, because good interaction and reading prove that users recognize the product and selling points, but it does not hit the pain points and promote users to place orders and convert in time.

The pain points that impress users must be concrete. How do we collect concrete pain points?

a. Review section of Taobao’s competitors’ and own products (Ask everyone/medium and bad reviews), and positive reviews can also be used as a reference.

b. Find questions asked by people and complaints from users who have experience using Xiaohongshu in its competitors and its own notes.

By exploring pain points and then solving the problems, we can promote immediate transactions and improve the effect of seeding.

③Keyword layout

Optimizing the keyword layout of the note content can bring a steady stream of accurate traffic to the brand and determine the effectiveness of the grass-planting effect.

Take Estee Lauder as an example. The total interaction volume of "Estee Lauder Eye Cream" is higher than that of "Little Brown Bottle Eye Cream" and "Estee Lauder Dark Circles". The interaction volume of "Little Brown Bottle Eye Cream" and "Estee Lauder Dark Circles" is relatively stable, and "Estee Lauder Dark Circles" suddenly peaked on May 5 and June 11.

This shows that “Estee Lauder Dark Circles” has triggered discussions among people who are interested in the issue of “dark circles”, and users are more enthusiastic about discussing category words.

If you don’t know how to choose keywords, you can also use the above method of “brand word + scene word”. Of course, there are also keyword layout combinations such as “brand word + product word”, “product impression word + product word”, and “brand word + efficacy word”.

In addition, there are several ways to do a good job of keyword layout:

a. Explore and plan the less competitive and more segmented category words on Xiaohongshu.

b. Add some spice to the keywords. For example: "lipstick sharing" based on the form of planting grass, "matte lipstick" based on product characteristics, "lipstick meeting the parents" based on the scene, "lipstick whitening" based on the effect, etc.

c. Choose competitor keywords for placement. When brands are laying out keywords, they focus on their own category words. If the traffic of competitor words is very strong, they can appropriately lay out evaluation content and layout competitor words to increase traffic.

④Direction of content

You can also analyze data from different grass-planting directions, such as tutorials, reviews, daily sharing, good product recommendations, and even sub-directions of the same content direction, different components, different scenarios, etc., to see which types of notes are more popular, and then continuously optimize and improve the interactive ROI and grass-planting effects.

⑤The content is in line with popular topics

Combining notes with popular topics can help us gain more traffic and exposure, and can also make the notes more interesting, so that the content will not be too monotonous and boring.

(2) Blogger

The purpose of KOL deployment is to achieve exposure and conversion, with ROI and CPE being the core reference indicators.

We can check our own data. If the reading volume is low, we should first check the cover and title problems. Low interaction means that fans are not interested in the notes and do not resonate with them. We should check whether the notes are too hard-to-advertise or affected by the quality of the influencer account.

Here we will focus on the factors of expert accounts that can improve the effectiveness of seeding:

① Basic data

The data should be authentic, with more active fans and less water powder.

②Grass planting quality.

Choose bloggers with the ability to spread popularity, that is, based on the blogger’s usual data interaction, the probability of the blogger producing another popular article.

③ Commercial quality

a. Tonal matching is one of the important criteria for high-quality brand cooperation notes. For example, college students or those who share affordable products under 100 yuan will be more persuasive than celebrities, and will be more likely to be recognized and resonate with emotions.

b. The similarity between fan portraits and brand purchasing users.

When we choose a blogger to target, we are actually choosing her fans. The more these factors such as her fans’ gender distribution, focus, age distribution, fan interaction preferences, etc. match the portrait of our brand product purchasing population, the better the grass-planting effect will be, and the more likely it is to reach the target population.

c. Brands that have been promoted historically. Usually we will exclude competition for brand placements and do not recommend promoting the same category of products from different brands in a short period of time, especially when there is a big difference in tone and price between the two brands.

(3) Delivery schedule

Usually, before launching the campaign, we will first make a schedule for the campaign and make a time plan for the entire campaign to avoid confusion and mistakes during the campaign.

for example:

① How much time period is required to match bloggers for the first stage of project delivery.

② Content creation is the sixth step in project delivery, and how much time is required?

When reviewing, we can compare whether there are any differences between each link of the execution of this campaign and the plan, and what are the reasons for the postponement or delay of the campaign?

Summarize the problems, pay more attention and optimize in the next campaign, and you will be more comfortable with subsequent campaigns.

In addition, if the release needs to be coordinated with a major promotion time node or an e-commerce platform event, the overall release schedule should be advanced to allow the notes to have a period of volume accumulation, to avoid being released too hastily and failing to maximize the effect of the notes.

1. Reinvest in high-quality bloggers

After reviewing the situation, we found that there are some bloggers with popular articles, and their interactions and promotion are very good. We can choose some high-quality KOLs to re-invest in the first phase of the campaign, so that we can obtain a more stable interactive ROI in the next phase of the campaign.

Although there is a certain element of luck in making a viral article, based on my past experience, the effect of re-investing in a high-quality blogger with a viral article will not be bad. The amount of interaction after re-investment may even be 2-3 times that of the first time, far exceeding the average level of the same period.

*/(Single interaction cost < 10, the blogger is considered a high-quality blogger if he/she publishes a popular article for the first time and gets good feedback)

Because the first-time blogger can produce popular articles, proving that the product and the blogger's tone are matched, choosing to re-invest and co-create content again will also make users feel that this blogger often uses this brand's products, which can increase product endorsement and make it easier to gain the trust of the blogger's fans and users.

2. Focus on the delivery and optimization of popular content

After comparing and analyzing data from different dimensions, we can focus on the content that will inspire the next batch of popular articles.

for example:

① The interaction rate of reporting notes is higher.

② Notes in video format are more interactive and effective, so the proportion of video notes can be appropriately increased in the next issue.

③Notes on food creation are more popular than notes on food evaluation.

④ Bloggers in the vertical creative field have a higher rate of producing explosive articles, their audiences are more precise, and the traffic of notes for heated search terms is better. They focus on the direction and content with high interaction, and avoid and optimize the bad parts in the next issue.

The most basic function of review is to detect whether the goal of one phase of delivery has been achieved. The second is to plan the next delivery based on the pros and cons extracted from the review, continuously improve the delivery effect, and ultimately help the brand achieve higher GMV.

Finally, no matter what the results of our current campaign are, we must not conclude that the campaign is useless just because the results of one campaign are not ideal or even fail. The key to brand marketing campaigns is persistence.

In this era where traffic is king and everyone is an internet celebrity, brand marketing through Xiaohongshu is not the only channel for brands to break out of their circle, but it is the best channel at the moment.