Xiaohongshu Brand Marketing Routine

Bloggers are one of the important groups on Xiaohongshu. The content shared by bloggers can often attract users with corresponding needs and achieve traffic aggregation in a certain sense. The recommendation and promotion of bloggers is also an effective way of brand marketing. How to choose high-quality bloggers and build corresponding delivery strategies? The author has made a summary on this, let’s take a look at it.

On Xiaohongshu, there is a group that is worthy of attention, and that is bloggers. These bloggers will share high-quality resources or information with the outside world based on their own life experiences, knowledge reserves, usage experiences and other aspects of life. In fact, from a marketing perspective, these bloggers can also help us promote our products and let more people know about them.

So how do you distinguish between inflated bloggers and high-quality bloggers? This is the main content we are going to talk about today, to help everyone solve these problems.

Main content

1. How to quickly identify spam bloggers;
2. Understand high cost performance;
3. How to select high-quality bloggers;
4. How to adjust the blogger's delivery ratio.

1. How to quickly identify spam bloggers

1. Look at the blogger’s followers and their activity

Check the fan's behavior or actions through the fan list to see if they are liking or collecting content. Normal users will collect a lot of notes, and the collected notes will also be classified. If we judge that the fans do not match the type of blogger, or the content liked by these fans is mostly advertising, then these fans are often suspected of being inflated.

2. Data changes after the notes were issued

1-3 hours after the blogger’s note is published, check the note’s likes and collection data. If a blogger with 10,000 followers does not see any change in the note’s data 3 hours after the note is published, we will think that such an account is fake.

Check whether the increase in followers on third-party platforms is abnormal by looking at the growth in the number of blogger's followers to see if there is any abnormality. If a blogger suddenly gains 10 million or hundreds of thousands of followers, we can check his recent follower growth through the background of a third-party platform to see whether his followers increased due to a popular article.

However, this depends on the time period. Some of the growth occurs after reporting, which can be seen through the background data.

3. Is the Xiaohongshu note useful?

In fact, the above are all side judgments on the blogger’s notes and content quality. When selecting a blogger, the most important thing is to see whether the content is valuable and whether it can provide valuable output around the product or brand. Generally speaking, if the content is good, the data will not be very bad, but we also need to pay attention to the situation where the content cannot go viral.

2. Understanding high cost performance

We also hear friends talking about how much money they have spent on promotion using amateurs or advertising bloggers.

In comparison, the fees vary, but they are actually tiered. What is high and what is low? What is considered a high cost-effectiveness? Let’s take a look at this case first.

The first picture is also of diapers. We can see that this picture is really ordinary, and the background picture is not a good one. Then this can only be considered a price of dozens of dollars. No matter whether it is an amateur or an expert, whether the number of fans is large or small, if the quality of the notes is not good, the price cannot be high.

For this kind of content, when we select bloggers, we often do so during the early stages of the build-up.

Let’s look at the picture on the far right. Similarly, regardless of the number of followers, the price of high-quality content will always be higher than that of low-quality content. From taking the picture to conception to post-production, this picture is better than the first one. What we also need to make sure of is that it does not mean that the high-quality pictures here are necessarily better than other content, but that the quality content can be officially recognized and can be used as cover promotion by the brand.

Let’s look at the content in the middle. It’s the same note with different titles, posted from different angles. In other words, it’s a note posted by the brand to save money. The above and below pictures are posted from the same account.

So what does it mean to be worth it and what does it mean to be cost-effective?

For example, if I offer 500 this month, you can produce two pieces of content, one is a review and the other is a single product. The price will be lower if we package them together. At the same time, we will send some competing products to the blogger, which will also enable the blogger to increase his followers while creating content, thus achieving a win-win situation as much as possible.

3. How to select high-quality bloggers

So how do you select high-quality bloggers?

First, we search for keywords . For example, if we want to run a hand cream ad, we can search in the search box and select bloggers with better data based on the recommended bloggers. At the same time, hand cream is often most frequently used in winter, so we can continue to check other content from this blogger to ensure the stability of the blogger's content creation.

If the blogger has worked on other brands last year, we can work on competing products this year; if they have not, then we can ask the blogger to do a review. If you want to create video content, the price will be relatively higher.

So how do you contact a blogger? Usually they will have their own email address to contact you. But if you want to contact one-on-one, it might be a little troublesome.

The second method is the third-party platform , which is Qiangua Data. The relevant tone and style, as well as the corresponding number of fans, are selected through a third-party platform. The platform will also conduct a corresponding risk assessment to determine whether the blogger is worth signing.

When selecting, we also need to consider the scene and the situation of the same tonality .

For example, if we want to eat snacks in the middle of the night, we search for it but end up choosing barbecue. In fact, snacks and barbecue are not in the same industry, but they are competitors in the same scenario. For example, if we are in the maternal and infant product business, we may have diapers or baby cream. In fact, these are different types and there is no competition between them. However, products with the same tone serve the same group of people.

The above can be said to be the method of launching different products for the same group of people and the same tone. We can also follow the service provider to find recommended bloggers .

Some well-known brands or leading brands in the industry are looking for spokespersons or promoters based on their own needs. Here, we can refer to the bloggers’ marketing situation of similar products or brands, and select bloggers of the same type or with differentiation for marketing.

4. Do a good job in the proportion of bloggers

The selection of bloggers is different for different needs. If you only need quantity in the early stage, you can choose amateur bloggers, and the content does not need to have extremely high quality requirements. Water-injected bloggers will also be gradually removed from the official platform. Whether to cooperate sometimes depends on our own needs. How ordinary are ordinary people? But it's very real.

The creative effects of high-quality talents are another matter. When deciding on a blogger, look at whether it’s worth it, not whether it’s free or cheap, but whether it serves your purpose .

Generally speaking, if the price is low, you can only choose low-quality junk accounts. We can also make use of Xiaohonghu’s French fries. If the content is good, but the data is not up to standard, we can burn the French fries to encourage bloggers to create good notes. At this time, we still need to pay attention to the product launch cost. Products that cost only a few dozen dollars are given away whenever possible.

If you have enough budget, you should go as far as possible towards the head and waist. At the same time, we must continue to coordinate the delivery ratio based on feedback from the effects.

1. How to quickly identify spam bloggers
2. Understanding cost-effectiveness
3. How to select high-quality bloggers
4. How to adjust the blogger's delivery ratio?

From identifying inflated bloggers to screening high-quality bloggers, and then to blogger placement, all of them are selecting the best from the best. Finding the right blogger can be said to be a core and critical step, which seems light but is crucial in Xiaohongshu marketing.

Choosing a blogger who is authentic, reliable and trustworthy can often achieve twice the result with half the effort. Blindly selecting bloggers who have traffic but are not suitable is not the purpose of selecting a blogger.

In the following content sharing, we will also detail the creation of Xiaohongshu's popular article series and Xiaohongshu's brand marketing , share more Xiaohongshu marketing knowledge, and explain it to you in detail.

Author: Zhuang Jun

Source: Zhuang Jun Xiaohongshu Marketing