How to choose brand Xiaohongshu KOL promotion?

Introduction: As the commercial value of Xiaohongshu community promotion is recognized by the market, more and more brands are beginning to pay attention to Xiaohongshu KOL investment. But not all Xiaohongshu KOLs are worth investing in. Is the quote for cooperation with Xiaohongshu influencers reasonable? How can brands quickly find high-quality influencers on Xiaohongshu? Where can I view Xiaohongshu’s data analysis? With the help of Qiangua Data official website, you can quickly lock in high-quality talents in minutes and achieve effective marketing!

1. Four quick screening entrances to quickly identify highly suitable talents

According to Xiaohongshu's algorithm mechanism, every piece of content created by an influencer will be labeled with a category. If an influencer continuously outputs content of a certain category, the entire account will be labeled with the same category. Xiaohongshu will recommend influencers and notes with targeted labels to relevant fans based on the big data algorithm. Taking the promotion of lipstick in the cosmetics industry as an example, four quick screening entrances help brands quickly find matching influencers.

1. Keyword search

In Qiangua's Xiaohongshu - Expert Search Page: select brand category: cosmetics, enter keyword: lipstick, filter the expert attributes, total number of fans and promotion groups one by one, and you can get highly matched beauty experts.

2. Note content search

In Qiangua's Xiaohongshu delivery-expert search page, you can also click "Search by note content" and enter the preset note slot keyword: "lipstick". The system will display 1,000 experts who have posted related notes. It supports one-click export of Excel files for screening of high-quality target experts.

3. Expert Rankings

Xiaohongshu’s expert ranking page: Through real-time monitoring, you can quickly read Xiaohongshu’s industries, fan growth, popular articles, regions, creator rankings, mother-and-baby preferences and other different fields, and find bloggers with fast growth and quality in real time. In addition, daily, weekly and monthly rankings are set up to monitor the subsequent performance of influencers in real time and determine whether the influencers' content productivity and competitiveness can be maintained at the same level and continue to be on the rankings.

4. Competitive product placement monitoring

Taking Estee Lauder as an example, by monitoring the influencer investment of competitors, we select influencers with a higher reinvestment rate in competing brands and engage in in-depth cooperation with them.

2. Find the target talent, the three-dimensional selection model teaches you how to choose the number scientifically

After we quickly retrieve relevant influencers through the above method, how does the brand determine whether the influencer is worth targeting? When brands look for influencers, they are actually looking for the fans behind the influencers. Only when the influencer’s fans and the brand’s user profile highly overlap, the influencer is worth investing in. Here we recommend Qiangua's three-dimensional selection model, so that brands can quickly master the scientific selection method.

1. Start with basic data and observe the quality of influencer accounts

Taking the Xiaohongshu blogger Gao Tongxue as an example, first of all, we can observe that the blogger's account has new fans, likes, comments, collections, and shares that are far higher than the average level. At the same time, the number of fans showed a continuous growth trend from May 2 to May 31, which can preliminarily indicate that this is a beauty blogger with potential and worth investing in.

Secondly, we further analyzed the fan data of Gao’s account. Starting with the active fans of the account, we can see that active fans account for 98.75%, proving that Gao’s fans are both more active and sticky.

Finally, the fan portrait of Mr. Gao shows that 99.43% of them are female, and cosmetics are the top focus of fans, accounting for 11.04% of the total. The tabs of the account fans are mostly concentrated on the cosmetics lovers and popular men and women, which proves that the composition of Mr. Gao's fans meets the requirements of highly overlapping with the target users of the cosmetics industry.

2. Start with note data to observe the quality of influencers’ recommendations

A high-quality KOL not only needs to have good fan data, but the frequency of explosive posts is also the key point of the ability to promote products. Based on the number of popular articles written by an influencer, we can determine whether the influencer has potential, whether it is conducive to subsequent brand cooperation, and whether it can bring traffic to the brand. The higher the rate of explosive articles, the stronger the blogger's content output and grass-roots ability. According to the data, Gao’s explosive article rate accounts for 64.84%, which is at an upper level among Xiaohongshu.

Definition: Hot article: A post on Xiaohongshu is considered a hot article if it receives more than 1,000 likes.

In addition to popular articles, most brands are more concerned about whether the brand can effectively reach the minds of consumers during the blogger’s promotion process and whether it is effective promotion. It is easy to draw conclusions from the comments in the notes. The top 10 hot words in the comments can quickly show whether the user has effectively received the information recommended by the influencer, while the comment word cloud can objectively reflect the user's impression and evaluation of the brand. Take the Clarins sunscreen notes posted by Gao on May 19 as an example. This note undoubtedly successfully planted the seeds of Clarins sunscreen in the minds of fans.

As we all know, one of the important reasons why brands choose Xiaohongshu for advertising is that it has long-tail traffic, which can continuously bring attention to the brand. This is even more true for screening experts. Through the growth trend of note data, in the Clarins sunscreen notes released by Gao on May 19, there were several stages of traffic growth-slowdown-growth. The growth data gradually slowed down 10 days after the release on May 29, proving that the long-tail traffic of this note is still relatively sufficient.

3. Start with historical collaborations and observe the commercial quality of influencers

Judging from the above, Xiaohongshu blogger Gao seems to be a beauty expert who is very worthy of investment. But is it really so? From the analysis of Gao’s historical brand promotion, in the past 90 days, Gao has accumulated 11 cooperative promotion notes, but the average likes, collections, comments, and shares of the promotion notes are far lower than those of the influencers in the same period.

Secondly, the CPE cost of a single interaction on Xiaohongshu notes = the price quoted by the expert’s notes ÷ the average interaction volume of the notes. Generally speaking, the lower the CPE, the higher the value of the influencer’s investment. We can see that among beauty bloggers in the same cosmetics industry with 100,000 to 500,000 fans, Gao’s picture and text notes are quoted at 35,000 yuan, with a CPE of 51.89; her video notes are quoted at 40,000 yuan, with a CPE of 3.16; compared with Tu Luoyi and Huang Ziqi, her CPE is relatively high, so among the three beauty bloggers, her investment value is lower.

Definition of term: CPE: It is a type of advertising pricing model that calculates advertising fees based on the user's effective interactive behavior, including forming a transaction, obtaining a registered user, such as when a user clicks on an advertising link, comments, forwards, or collects advertising content, a corresponding fee will be charged. Select CPE as the advertising pricing model. No matter how many times the ad is displayed, no fees will be charged as long as the user does not click on the ad.

This is also a misunderstanding that many brands easily fall into when choosing bloggers. Obviously, the influencer’s data in all aspects are very good, so why are the results of the brand cooperation notes not satisfactory? Analyzing the commercial value of bloggers based on historical commercial cooperation and promotion is a core tool that is more suitable for brands to screen influencers. It is also key information that brands must understand when making investment choices.

How to choose the right KOL for your brand? This requires a lot of data monitoring and analysis, combined with the analysis of the influencer's attributes to see if it meets the requirements, and then deciding whether to put it on the market. It is a very professional thing. With the help of Qiangua big data platform, combined with the four quick search portals in the article and the three-dimensional selection model, brands can quickly find high-matching and high-quality talents, achieving twice the result with half the effort.