Disassemble Xiaohongshu's competitive keywords and master the brand placement strategy

Xiaohongshu’s brand marketing cannot be separated from the placement of grass-planting notes, and the keywords laid out in the notes will affect the exposure of the promoted products. By comparing keywords, you can understand the interactive effects of your own brand keywords, investigate the keyword layout of competitors, and note the interactive trends, which can help brands optimize content layout and delivery strategies.

01 Data review, optimize brand keyword layout

Keywords play an important role in Xiaohongshu's operations. They affect the brand's note ranking and the product's popularity. By analyzing the keyword layout and trends of products, we can provide reference for brand word selection and optimization layout.

Figure｜Qiangua Data-Keyword Comparison

Taking eye cream products as an example, the keyword comparison trend chart shows that in the past 90 days, there are more notes related to the keyword "Estee Lauder eye cream", "Little Brown Bottle Eye Cream" is slightly higher than "Estee Lauder Dark Circles", and very few notes are distributed with "Estee Lauder Staying Up Late Eye Cream".

It can be seen that when laying out keywords, brands are more willing to choose the combination of "brand word + product word", followed by "product impression word + product word" and "brand word + scene word". Therefore, it is more appropriate to select category words as keywords in promotional notes.

Figure｜Qiangua Data-Keyword Comparison

By comparing the interaction trends, 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, but "Estee Lauder Dark Circles" suddenly peaked on May 5 and June 11.

It can be seen that users are more enthusiastic about discussing category words, but there are also people who are concerned about issues such as "dark circles under the eyes". When brands are laying out keywords, they can consider adding words that meet different user needs as auxiliary.

Figure｜Qiangua Data-Keyword Comparison

The distribution of the number of fans of the influencers shows that the mid-level influencers with 10,000 to 100,000 fans are more likely to use "Estee Lauder Dark Circles", accounting for 28.81%. The passers-by with less than 300 fans are more likely to use "Little Brown Bottle Eye Cream", accounting for 41.48%. The amateurs with 1k to 5k fans prefer to use "Estee Lauder Staying Up Late Eye Cream" as the keyword.

Figure｜Qiangua Data-Keyword Comparison

Based on the analysis of the interaction volume among experts, fans of various types of experts discussed "Estee Lauder Eye Cream" the most, with waist-level experts having the highest interaction volume, followed by junior experts and amateurs. But it is worth noting that the interaction volume of "Estee Lauder Dark Circles" in the accounts of amateurs and junior high experts has basically caught up with that of "Little Brown Bottle Eye Cream", which shows that fans have a strong demand for solving the problem of "dark circles".

In summary, in the placement of various expert notes, it is best to choose category words as the main keyword layout, and then add keywords for segmented user needs as auxiliary, which can better increase the interaction volume of the notes and achieve the best grass-planting effect.

Figure｜Qiangua Data-Keyword Comparison

Through Qiangua Data keyword comparison, you can enter the brand keywords you want to query and quickly generate a comparison report to intuitively understand the details of the brand notes. Use data analysis to optimize keyword placement.

02 Competitive product research, compare promotion notes and trends

Xiaohongshu platform publishes billions of tips every day. Brand keywords must receive high exposure and high interaction in the notes to attract the attention of a large number of users and thus occupy the minds of consumers. By investigating the keyword popularity of competitors and comparing it with the interaction volume of your own brand keywords, you can adjust the note operation strategy in real time.

Figure｜Qiangua Data-Keyword Comparison

Comparing the data of Lancome and Shiseido's two essences, the note trend shows that "Lancome Essence" has more related notes than "Shiseido Essence", and "Lancôme Little Black Bottle" also has more promotional notes than "Shiseido Red Waist", which shows that Lancome's essence products are more popular among users.

Therefore, when brands are laying out keywords, they mainly use their own category words as key words to develop grass-growing content. If competitor words are more popular than their own brand words, they can lay out review notes and add competitor words as auxiliary keywords.

Figure｜Qiangua Data-Keyword Comparison

Compared with product impression words such as "little black bottle" and "red waist", there are more notes related to the category words "Lancôme essence" and "Shiseido essence". At the same time, the comparison of interactive trends shows that the discussion heat of "Lancôme Essence" and "Shiseido Essence" is still higher than that of "Lancôme Little Black Bottle" and "Shiseido Red Waist".

It can be seen that category words that are well-known to consumers occupy more of the user's mind. Considering that new fans of the brand may not understand the product impression words, it is more effective to use brand category words when arranging notes.

03 Comprehensive data analysis to optimize promotion strategies

Brand promotion requires clear ideas and a careful promotion plan. By comparing keywords, we can understand the promotion effects of competitors' notes on Xiaohongshu, which can provide a reference for optimizing brand promotion strategies.

Figure｜Qiangua Data-Keyword Comparison

Comparing the keywords of similar products of the three major brands, Lancome, Shiseido and Estee Lauder, the note trends in the past 90 days show that Estee Lauder ranked first in the number of promotional notes from late April to May, with the promotional notes at their peak from April 21 to May 7, with a peak on May 7, with a total of 227 notes, while the note trends of Lancome and Shiseido were relatively stable.

Estee Lauder attaches great importance to the promotion on Xiaohongshu during the 618 storage period, and further efforts during the sprint period to harvest traffic from the 618 marketing node.

When launching brand marketing nodes, you can use the water storage period to promote the brand and then use the sprint period to harvest accurate traffic.

Figure｜Qiangua Data-Keyword Comparison

Comparison data of interaction trends show that the total interaction volume of the three brands is basically the same. Estee Lauder reached a peak on May 21 with a total interaction volume of 55,292, Shiseido 21,264, and Lancome 8,131. At the same time, the search for Estee Lauder's Little Brown Bottle showed a sudden explosive growth with 45,025 searches on May 21.

Figure｜Qiangua Data-Hot Search Word Search

On May 21, Estee Lauder launched the 618 pre-sale live broadcast, and the live broadcast activities also boosted Estee Lauder's interactive volume on Xiaohongshu. Brands can create momentum through Xiaohongshu at marketing nodes to drive traffic for live streaming sales. At the same time, live streaming can bring a new round of voice to the promotional notes, achieving two-way traffic guidance.

Picture｜Source Weibo

The selection of advertising influencers is an important key point in brand promotion. By understanding the interaction trends of influencer fans towards brand keywords, brands can optimize their influencer layout and improve the effect of promoting brand products.

Figure｜Qiangua Data-Keyword Comparison

Data on the number of fans of influencers show that the number of influencers for Lancome, Shiseido and Estee Lauder is basically the same, concentrated in passers-by with less than 300 fans, and junior and mid-level influencers with 10,000-100,000 fans. Among them, Lancome mainly relies on passers-by for sales, accounting for 40%.

All three brands follow the pyramid principle of Xiaohongshu, using amateurs to build up their presence, borrowing a large number of mid-level influencers to promote their brands, and selecting a small number of top KOLs to increase brand influence. It can be seen that expert combination marketing is a marketing strategy favored by brands.

Figure｜Qiangua Data-Keyword Comparison

Through the data analysis of the total amount of influencer interaction, it was found that the interaction volume of Estee Lauder's junior and mid-level fans was higher than that of Lancome and Shiseido, with 314,300 junior influencers and 416,500 mid-level influencers. Among influencers of the same level, the influencers selected by Estee Lauder are of higher quality and have stronger ability to promote products.

Figure｜Qiangua Data-Keyword Comparison

Comparing the fan portrait data, the fans of the three brands are mainly distributed in the first-tier cities of Guangdong, Shanghai and Beijing. The top two population labels are makeup and skin care fans. The fans of the influencers are accurate and have strong purchasing power, and are more likely to accept products with high unit prices.

It can be seen from this that when choosing influencers, brands not only pay attention to the number of fans of the influencers, but also pay attention to the fans' ability to promote products. For products with a high average order value, it is better to target influencers with fan distribution in the first and second tiers to achieve better results.

Figure｜Qiangua Data-Keywords I follow

Through Qiangua Data, you can follow the keywords you want to follow and directly click on the comparison to quickly generate a brand keyword comparison report to understand the details of competitor promotion notes, which is convenient and fast.

03 Conclusion

Keyword operation is extremely important in Xiaohongshu's operation. Choosing brand keywords with high interaction volume will not only help improve the ranking of notes and increase exposure, but also play a decisive role in occupying the minds of consumers.

Through keyword comparative analysis, we can understand the keyword volume of our own products and the promotion trends of competing products, which will help brands optimize note layout, adjust promotion strategies, and achieve high-quality brand promotion.