New strategy for promoting brands on Xiaohongshu!

Double Eleven is coming soon. According to the latest user portrait analysis of Xiaohongshu by Qiangua (Xiaohongshu data), a Xiaohongshu analysis platform, female users currently account for 69.41% of Xiaohongshu users, male users account for 30.59%, and young users aged 18 to 34 account for as high as 82.93%. The geographical distribution of users is mainly in first- and second-tier cities such as Guangdong, Shanghai, and Beijing.

In the era of "she economy", brands that choose to market on Xiaohongshu mainly value the number of young female users on the platform, as well as their high consumption power and fan stickiness. With the diversified development of the platform and the rise of male users, Xiaohongshu has brought more opportunities and choices for brand merchants.

If you want to stand out in the Double Eleven marketing campaign where many brands and merchants gather, you can't rely on overnight efforts. In addition to daily marketing accumulation, you need to master the marketing rhythm before the node and make targeted marketing efforts to maximize brand voice.

According to the registration and sales rhythm of Tmall’s Double Eleven fast-moving consumer goods, both the platform and the brands began to prepare and accumulate energy for Double Eleven in August and September.

It is worth noting that the first wave of pre-sales and preheating time are earlier than last year. Tmall officially stated that it is expected that the advance of the overall band rhythm will bring new growth to merchants. Therefore, brand merchants must naturally keep up with the pace and seize opportunities in marketing on Xiaohongshu.

What to do during the water storage period? ：UGC testing + brand building

Starting from September, most brands entered the water storage period. The main goal of the water storage period is to test the content quality through Xiaohongshu community notes and professional account content, use French fries tools to recommend notes to interested people, increase interaction and exposure, and help companies better carry out content operations and brand building.

It is worth noting that during the water storage period, brands should cultivate users' awareness and mentality of the product without advertising.

From the data of Qiangua (Xiaohongshu), it can be seen that the commercial notes of Estee Lauder brand in the past month have increased in a step-by-step manner in these four weeks, but the overall number is not too high.

Looking at the brand planting notes, it can be seen that there are 8,242 Estee Lauder brand planting notes in the past 30 days, an increase of 4.63% year-on-year, and the total number of interactions is 1.8928 million, which has a huge influence.

During the water storage period, a small amount of business notes are used in conjunction with large-scale brand promotion. The main products, prices, target groups and product selling points for 6.18 are finalized through TA public opinion and product preferences. At the same time, suitable bloggers are selected to confirm the schedule and content promotion direction. According to the confirmed promotion direction, KOC and KOL gradually produce content, and the content is accumulated on professional accounts. https://www.socialmarketings.com/articldetails/17954

For example, through the public opinion analysis of Estee Lauder's brand planting, it can be seen that "Estee Lauder" is the TOP1 hot word in brand comments, achieving brand mind planting, and words such as "collagen", "little brown bottle", and "frozen age" are ranked at the top, which shows that users recognize the brand products and brand efficacy.

Finally, let me explain to you how to use the Xiaohongshu French Fries tool: Xiaohongshu French Fries is a note and live broadcast promotion tool created for Xiaohongshu users. Users can choose promotion goals to help increase note readings, interactions, fans or live broadcast viewers.

Unlike information flow and search ads, the French fry tool cannot deliver commercial notes with obvious advertising nature. Therefore, promoting grass-planting notes through the French fry tool during the water storage period is more suitable for basic brand awareness and mental preparation. When the October sprint period arrives, combining information flow and search advertising delivery can create maximum brand exposure and win the final conversion for the Double Eleven marketing.

Author: Qiangua Data

Source: Qiangua Data