Xiaohongshu Brand Planting and Mowing Guide

Global growth is the only way for brands. The above article sorted out the battle manuals for major online platforms. This article will focus on the content planting module in the brand infrastructure construction stage. For the Xiaohongshu platform, it outputs a brand Xiaohongshu planting and mowing guide from three parts: development status and future focus, crowd portrait and behavior insights, and planting logic and mowing model.

Each part will provide different levels of interpretation and suggestions to ensure that everyone can obtain the maximum amount of information through pictures and texts. We will only focus on the key points and try to explain them separately.

PART 1 Development Status

Xiaohongshu was founded in Shanghai in June 2013, and launched an overseas shopping sharing community in December 2013. In June 2017, it became the No. 1 shopping app in the Apple Store, and its user base exceeded 50 million for the first time. In June 2018, it completed a new round of financing of over US$300 million, with a valuation of over US$3 billion. In June 2020, its monthly active users exceeded 100 million. The gene of being keen on discovering and sharing beauty has been passed down to this day, creating the current Xiaohongshu.

The latest data shows that Xiaohongshu has more than 138 million monthly active users, more than 43 million sharers, more than 8,000 brands, and more than 10,000 domestic and overseas businesses. Behind the number of brand merchants is commercialization. According to the QuestMobile advertising insight database, the precise positioning of young people has made Xiaohongshu a far-leading APP in typical Internet advertisers' advertising placements for this group. Taking August 2021 as an example, the number of Xiaohongshu's advertising creative groups was 6,500+, followed by Bilibili and Douyin, with 2,200+ and 1,800+ respectively.

After years of development, the interests of Xiaohongshu users have changed from being dominated by beauty to penetrating all aspects of life. The current top five active users are: fashion, food, life records, beauty and travel. Users have also developed four major behavioral habits on Xiaohongshu, namely discovery, creation, sharing and search. The main manifestations of each behavior are as follows

1. Discovery: Discover good products, discover good reputation, and discover a good life.

2. Creation: various reviews, such as new brands, new products and new stores, various strategies and tutorials, such as makeup, dressing, recipes, etc., various DIY, and fresh ways of using, eating and playing.

3. Sharing: purchasing experience, usage experience, usage methods, brand story, product story and lifestyle.

4. Search: What to buy before shopping, how to buy during shopping and how to use after shopping; where to go and what to do when encountering various problems in travel scenarios.

32.1% of users use Xiaohongshu as a search engine, 44.5% of users acquire knowledge or learn skills through Xiaohongshu, and 69.8% of users acquire knowledge about popular products through Xiaohongshu. The development of users' behavioral habits on Xiaohongshu continuously promotes the prosperity of Xiaohongshu's content ecology, forming a positive cycle. The supply of high-quality content is sufficient and continues to cover diverse life scenarios. Content in various categories, led by fashion, has grown rapidly. As of November 2021, content has increased by +160% year-on-year, and the number of KOLs has increased by +222% year-on-year. KOLs share sincerely, live exquisitely, and have extremely high creative capabilities.

Planting grass has become a platform label recognized by Xiaohongshu users. 81% of users have developed a desire to buy after browsing products/services on the APP. They are planted with the brand/product, the novelty, the changed impression, and a lifestyle. Therefore, it is definitely not an exaggeration to call Xiaohongshu a young "grass planting machine". The top 5 usage scenarios of Xiaohongshu users also mostly revolve around grass-planting, which is a condensed history of the evolution of grass-planting, from acquaintances to strangers, from offline to online, from physical to virtual, and then to all-round penetration and integration. Some users even went from being unintentionally recommended to actively seeking recommendations, to longing to be recommended.

What is the reason why Xiaohongshu has become a "grass-planting machine" for young people? This is related to the "truth" and "beauty" that Xiaohongshu has insisted on from the beginning to the end. The expression of the personality components of real and vivid individuals represents real "people", and the sharing of real experiences and friendly expressions of mutual assistance represent real "content". Real "people" and "content" create a sincere and beautiful "community atmosphere", and real feedback around demand scenarios within the community will help users make emotional or rational "consumption decisions."

In today's era, the most important F-Factors in social relationships - Family, Friends and Follows, that is, family, friends and people you follow, can most influence your opinions and choices. Xiaohongshu is building a third important social ecosystem in addition to family and friends.

Last year, Xiaohongshu gave birth to ten popular trend keywords: the surge of national fashion, the ice and snow craze, healing travel, blood-recovering living alone, wine becoming sweet, gender-neutral dressing, sugar-freeism, fitness at home, cooking at home, and camping out.

Future Focus

Next, let’s take a look at the key development directions for brands on Xiaohongshu this year.

1. Offline scenarios, bring young people offline and deepen cooperation with commercial real estate. In the post-epidemic era, young people's enthusiasm for offline activities has rebounded. They desire fun, releases, trends, and a sense of scarcity. Bringing young people offline and creating social currency for them is the only way for brands to explore future business.

2. Virtual bloggers and virtual idols gather to open the trendy digital era. Xiaohongshu has launched the "Trendy Digital Era" project. The virtual bloggers on the site will collaborate on the global launch of new products from brands such as GUCCI, Givenchy, and Maison Margiela.

3. Digital collectibles. Xiaohongshu established the "Hot Neutron Studio" to officially enter the NFT field. The digital art platform R-SPACE developed by Xiaohongshu and the Singularity Project was officially launched. The site exclusively sells limited edition trendy toys, prints, and limited products, attracting a large number of trendy toy enthusiasts.

4. Male content: vigorously develop diversified content to solve "male" problems. Xiaohongshu creates more valuable and richer content for male users on the site by inviting male celebrities to share dressing tips, creating National Day travel short films with National Geographic, sponsoring sports events, inviting athletes to join, and creating classic e-sports game topic activities.

5. Marketing closed loop: Xiaohongshu mini program improves the in-site marketing chain and is applied to various native scenarios such as Xiaohongshu APP accounts, notes, live broadcast rooms, commercial placements, etc.

The top ten popular trends on Xiaohongshu this year are: returning to the nest to start a business, frying everything in the air fryer, city roaming, immersive experience, sober shopping, ice and snow are in fashion, hobbies and side jobs, environmental protection, new Chinese style dressing, and mountain life.

Finally, let’s take a look at the Xiaohongshu marketing IPs that brands can participate in this year, which are divided into five major types.

Vertical IP: Different categories have their own characteristics, such as food vertical IP: what to eat today

Lifestyle IP: Spring Cherry Blossom Wandering, Come on, Workers, This is How I Live, etc.

Celebrity IP: Star Dream Come True Plan, All-Star Exploration, etc.

Product IP: wishing well, surprise correspondent, etc.

Creative IP: REDay, REDeign, etc.

These five types of IP constitute the five major marketing themes of Xiaohongshu. It is hoped that brands can conduct brand event marketing through Xiaohongshu, connect with celebrities, penetrate into all scenes of users' lives, and then combine with seasonal festivals to finally achieve interactive conversion.

From this, we can also see that Xiaohongshu itself is also working hard to deepen its relationship with brands. It is no longer just a content platform where brands can speak out, but wants to become a participant in co-creating content with brands. After all, users' preferences have been grasped by Xiaohongshu. Reverse customization of brand content can not only better satisfy users, but also help brands avoid detours and conduct precise marketing. The above mentioned the positive cycle of content ecological prosperity. The two-way mutual benefit between brands and users will drive the positive cycle of Xiaohongshu's commercial ecological prosperity. Of course, all of this cannot violate the word "real". This is why many brands have been banned by Xiaohongshu for illegal marketing. This is the root cause.

PART 2 Crowd portrait

Xiaohongshu gathers China's contemporary high-value young users - a group of people who love life, understand life and have purchasing power. They are independent, individual, love life, put interests first and are keen on sharing.

Among the more than 200 million monthly active users, women account for 70%, users born after 1990 account for 72%, and users in first- and second-tier cities account for 50%. It can be simply summarized as a new middle-class group that pursues a refined life and self-pleasure.

Four major characteristics of Xiaohongshu users:

1. Love to try new things. There are an average of 200,000+ new product notes per month. Notes containing "new products" are more popular. 51% of users are willing to try to buy products from new brands.

2. High spending power: high net worth individuals gather here with an average monthly personal spending of 4.1K. 63% of users pursue fashion and are willing to buy trendy products.

3. Love life. With 300 million notes about life, 61% of users are willing to spend extra to improve their quality of life.

4. Love to share. With over 43 million sharers, Xiaohongshu is the first choice for young people to share reviews and strategies.

Next, we will focus on analyzing the female user group, which accounts for the largest proportion of Xiaohongshu users.

Overall common characteristics:

On the spiritual level, they pursue a healthy, comfortable and quality life, hoping to increase the level and richness of their experience.

In terms of material aspects, those in high-tier cities have high incomes and strong purchasing power; those in low-tier emerging markets are also catching up in terms of their desire and power to consume.

In terms of values, they affirm their self-worth, pursue an independent life, and believe that they have the ability to create a sense of happiness and security.

In terms of consumption concepts, they pursue quality life and hope to increase the level and richness of their life experience. In addition to paying attention to external image such as clothing and beauty, people also pay attention to the quality of all aspects of life, such as healthier diet and more comfortable living environment.

When choosing products, they value the experience, such as other people's actual experience reviews, practicality, etc. The second is the sense of technology. Refined data parameters and functions will also enhance the quality of the products in their minds. Then comes appearance and brand power. Product design must keep up with the trends of the times and conform to the trendy aesthetic level to win their favor. Internet celebrities and celebrity endorsements will also have a positive impact on the sense of quality.

When buying products, they don't want to spend more time on decision-making, but hope to use money to buy more time to enjoy more fun. In addition, many purchases are based on trend-following consumption. They are happy to keep up with the trend and often actively replace products with new ones. At the same time, they are easily influenced by the trend and impulse consumption is relatively common.

Users in any market differ greatly in purchasing desire, purchasing attitude, purchasing behavior, and own resources, and the factors that influence user behavior are very complex, including cultural factors, social factors, personal factors, psychological factors, etc. Therefore, it is necessary to accurately locate the target users. There are two major ways to target users. Users can be segmented into groups at different life stages based on demographic factors such as geographic location, age, gender, education level, income, occupation, family structure, housing, etc. Users can be divided into different groups based on their lifestyle, i.e. behavioral activities (work, sports, socializing, etc.), interests and hobbies (food, clothing, entertainment, etc.) and opinions (about self, society, products, etc.). In short, only by accurately positioning the target users can we better find, understand and attract them.

Behavioral Insights

In order to help brands reach their target users more effectively, we conduct deeper exploration and classification of the female group on Xiaohongshu based on insights into different behavioral characteristics. There are mainly four categories of female users: trendy girls, new white-collar workers, career queens and sophisticated mothers.

Cool Girl

Generation Z who pursues experience and trends. Most of the trendy and cool girls are still in school or have just graduated. They like to socialize with like-minded people from all over the world, like online games and learn to punch in. They are also very interested in competitive sports. Their keen sense of fashion allows them to always be at the forefront of fashion. Curiosity leads them to constantly try new things and pursue novel experiences. In terms of age structure, most of them are under 25 years old.

In terms of urban structure, they are distributed in cities of all levels because the Internet allows them to break through geographical limitations. In terms of consumption perspective, they are willing to pay for interests and experiences. If they make a wrong purchase, they can exchange it, but they cannot not buy.

New white-collar workers

An ambitious person who pursues a self-pleasing life. New white-collar workers have decent jobs, work hard, and keep making progress, hoping to achieve a class leap. They pay attention to appearance and dressing, and are especially concerned about other people's opinions. Therefore, they are willing to increase their spending on clothing and have a higher propensity to spend on beauty and personal care products.

In terms of age structure, they are mostly distributed in the age group of 25-30 years old, and the overall age group is relatively young. In terms of urban structure, they mainly live in first-tier and new first-tier cities, and are also distributed in second-tier and third-tier cities. "Making yourself happy is the most important thing" is their common mentality, so they also have a higher consumption tendency on home furnishings and other categories. In terms of consumption concepts, they focus on practicality and self-pleasure, and will spend money if it makes them happy.

Queen of the workplace

An all-round and sophisticated circle expert. The queen of the workplace pursues an all-round refined life from the inside out. In terms of age structure, they are mostly distributed in the age group of 30-35 years old. In terms of urban structure, they mainly live in first-tier and new first-tier cities. It is worth noting that a high proportion of them are business managers, and their average monthly income is correspondingly higher. In terms of consumption concepts, they buy what they like, consume for their own pleasure, and are not sensitive to price factors. They not only pay attention to the overall picture, but also pursue perfection in details and are willing to pay a high price for it.

Exquisite Mom

Strive for a balance between pleasing yourself and your family’s happiness. Most sophisticated mothers are versatile people who can handle both work and childcare. Whether in family or career, they are constantly improving themselves and honing new skills. Efficiency and accuracy in life and work are their ultimate pursuit. In terms of hobbies, they are good at both active and quiet activities. They like yoga, reading and painting, and are also keen on surfing and skiing. In short, they like to develop hobbies that allow them to have their own time alone and immerse themselves in them.

In terms of age structure, they are more numerous in the 35-38 age group than in other sub-groups; in terms of urban structure, they are distributed in cities of all levels. In terms of consumption concepts, they focus on actual needs, and also consider cost-effectiveness and reputation.

These four types of female users are not independent of each other, but they cluster many behaviors into user labels. An interesting possibility is that a trendy girl becomes a new white-collar worker after entering the society, becomes a queen of the workplace through hard work and continuous progress, and then enters into marriage and becomes a sophisticated mother. Another interesting possibility is that all four tags may exist simultaneously on a single female user. For different users corresponding to different tags, brands can adopt different ways to reach and market, and proactively cater to each individual.

This is also the reason why user portraits and behavioral insights are analyzed separately as an important part of this article, because this is inseparable from brand promotion. In the article "Ten Thousand Words Analysis of the Brand Global Growth Model", it was mentioned that crowd insights are very important for companies in the first stage of brand strategic positioning. Therefore, when the brand has a clear positioning, the target user portrait should be very clear. If the brand's target users are highly matched with Xiaohongshu's users, it will make sense to talk about brand promotion on Xiaohongshu. Otherwise, it will be a waste of time.

It is worth noting that Generation Z, new white-collar workers and sophisticated mothers are the backbone of the current new consumption and the core group of consumer migration.

Through the explanation and analysis of the above two parts, we can draw a conclusion that Xiaohongshu is the natural commercial soil for new consumption.

PART 3 Logic of Planting Grass

First, let’s look at the definition of “planting grass”. “Planting grass” refers to the act of sharing and recommending the excellent qualities of a certain product in order to stimulate others’ desire to buy it.

Being planted with love is the process of developing a desire to experience or own something based on external information. Related to planting grass are a series of words such as growing grass and pulling out weeds.

In a purchase decision, most of the user's effort is spent on selecting from the available alternative brands. We call the set of alternative brands that users know the demand awakening set, and the set of alternative brands that users will actually consider the final consideration set (because for reasons such as price, negative experience, etc., users will not seriously consider all the brands in the awakening set). Data shows that the number of alternative brands included in users’ awakening sets is usually surprisingly small, so if a brand is not in the target user’s awakening set, it would be very embarrassing. And if a user has considered and rejected a product before, it is highly likely that it will not enter the awakening set again. This is also the opportunity for new brands to enter the user's awakening set.

The main purpose of content seeding is to build consumption scenarios, implant products, and then add brands to the user's awakening set.

Planting grass may seem like a simple behavior, but in fact its inner essence hides four underlying logics, namely social logic, communication logic, trust logic and persuasion logic.

Social Logic

Humans are social animals. We all belong to groups, try to please others, and take cues about how we should act by watching the behavior of those around us. In fact, for some people, becoming or fitting into a desired individual or group is the primary motivation for their purchases or actions.

Social identity theory holds that each person has multiple selves associated with groups. These connections are so important that these individuals see themselves not as individual "I"s but as a collective "we." In addition, we feel more intimate with people who have the same social identity as us, even if this identity is merely virtual or has no practical meaning. In a large number of experiments using the minimal group paradigm, researchers have found that even if they arbitrarily assign subjects to groups, people always feel close to those who share similar interests. Planting grass and pulling grass is actually a social process of finding like-minded people and highlighting social identity through brands or products.

Communication Logic

Carrying the intentional or unintentional views, values ​​and propositions from the outside world or others through certain media (usually certain products) is a more intimate and efficient information dissemination model based on interpersonal interaction, and it is also a communication relationship between people. Simply put, it is word-of-mouth communication, which transmits product information between individuals. Since it is information obtained from non-advertising channels, word-of-mouth communication is often more reliable and credible than information obtained from formal marketing channels.

While information from non-personal sources is important in building brand awareness, users are very concerned with word of mouth, and it is easy to understand that the more positive information users receive about a product from their friends, the more likely they are to purchase that product. Word-of-mouth is particularly effective when users are unfamiliar with the product category. Moreover, compared with positive comments, users pay more attention to negative word of mouth, and have a strong "avoiding pitfall" mentality, which is something brands need to pay special attention to.

Trust Logic

When users are interested in a product, they may search for more information. Users obtain information from the following channels: personal channels (family, friends, colleagues, etc.), commercial channels (advertising, sales staff, websites, packaging and exhibitions, etc.), public channels (mass media, review organizations, online searches, etc.), and experience channels (operation, inspection and use of products). Generally speaking, most product information users obtain comes from commercial channels, but the most effective information channel is actually personal channels.

Commercial channels generally serve to inform, but personal channels serve to judge or evaluate products. Especially when the information comes from actual buyers or users who are similar to themselves, it will make users more likely to feel trust. This is the trust logic of seeding grass. Through content, users can feel as if they have learned the evaluation and judgment of a product from their friends (personal channels) and thus develop a sense of trust in the brand.

Persuasion Logic

Just because we are in an organization doesn’t necessarily determine what we say and do; only the reference group can really have an impact. A reference group is a real or fictional individual or group that has a significant influence on an individual's evaluations, pursuits, or behaviors. There are three types of reference groups: member-type reference groups are composed of people the user knows. The desired reference group is made up of people that the user does not know but admires. These people may be business people, athletes, actors, singers, etc. Avoidant reference groups are made up of people from whom users try to keep their distance.

Persuasion logic refers to opinion leaders in user-desirable reference groups, those who are more influential in persuading and advising users than most people. They have stronger communication networks, which makes them more capable of directly or indirectly influencing the consumption decisions of others.

The real impact of grass-roots advertising on people lies in linking the product with the self-value that users expect to achieve (such as the niche, trendy, and individual characteristics that users pursue on the Xiaohongshu platform), creating a positive psychological experience for users. Over time, users will transfer the positive emotions gained from these experiences to the products that have been recommended, which will manifest itself in behavior as paying for the products (pulling out the products), and in emotion as the realization of self-worth (the experience brought by pulling out the products).

Through the TOP5 usage scenarios of Xiaohongshu, we can find that users are indeed very positive about product recommendation, and 40% of users actively search for products or topics that interest them. 37% of users will check netizens’ reviews after they become interested in an item. 36% of people learn about fashion trends through Xiaohongshu. 33% of people look for inspiration through Xiaohongshu and wait to be inspired. 30% of users browse Xiaohongshu because others shared their notes on it.

Mowing model

After explaining the underlying logic of grass-planting, we come to the last part of this article, which is also the part that brands are most concerned about - Xiaohongshu's grass-planting and mowing model.

First, determine the direction through the first model NPS MODEL:

Three key elements: Insight into needs, product positioning, and scene mining

The most important thing is still the user, so the first step is to understand the needs of target users. So what exactly are the needs?

First, let’s talk about the process of users going from “needs” to “desires” to “demands”.

"Needs" are a state in which a person feels lacking, including the basic physiological needs for food, clothing and security, the social needs for belonging, and the personal needs for knowledge and self-expression. These needs are not created by anyone; they exist naturally. "Desire" is a manifestation of "need", but influenced by culture and personality, "desire" is determined by a person's social background. When supported by purchasing power and resources, "desire" is transformed into "need".

Therefore, demand is the foundation of consumption, and the most important thing is two words - real. Demand insight must also start from the most fundamental needs and trace back to the source. Find out the pain points or unmet needs of target users as the primary breakthrough point for product promotion. User needs are also market needs. In addition to real needs, users' needs should also include psychological needs or potential needs. Potential needs may be transformed into real needs at some point in the future; psychological needs may be the internal driving force of real needs, or they may be the various psychological factors that precede the formation of real needs. Also, don’t ever fantasize about creating demand. Any demand that can be created is fake demand and is all bubble.

After insight into user needs, the second step is product positioning. Just like brand positioning, products also need positioning. Product positioning refers to what kind of products a brand uses to meet the needs of its target users. To conduct demand positioning for products, we can start by meeting users' real needs, psychological needs, or potential needs, to find the product's market position and stimulate consumers' desire to buy. Based on the degree to which target users value a certain attribute of a product, shape the product's distinct personality or characteristics and establish a certain image of the product in the minds of target users.

Some product features can be expressed in the physical product, such as appearance, ingredients, functions, etc.; some can be reflected in the user's psychology, such as fashion, fun, luxury, etc.; some are reflected in price; some are reflected in quality, etc. When positioning its products, a brand must, on the one hand, understand the characteristics of its competitors’ products, that is, the competitors’ position in the market; on the other hand, it must study the degree of importance users attach to the various attributes of the product, and then analyze and determine its own product features and image.

After product positioning, the third step, which is also a very important step, is to explore the scenarios.

The user purchasing decision-making process can be roughly divided into cognitive decision-making, habitual decision-making and collective decision-making, among which the first two types are mainly for individual users. The cognitive decision-making process is divided into five stages: identifying a need, searching for information, evaluating alternatives, making a purchase decision, and post-purchase behavior.

The buying process begins when the user identifies a problem or a need. Needs may be caused by internal stimuli. When a person's basic needs, such as hunger, become strong to a certain extent, they become a driving force. Needs may also be caused by external stimuli, which is exactly what brands should focus on researching. They need to find out user problems, needs and the reasons for their occurrence, as well as how to guide users to pay attention to their own brand products. The key point is that external stimuli need to be introduced from appropriate scenarios to better stimulate demand, and the scenarios will make users feel more involved.

In addition, many decisions people make are collaborative. Collective decision-making usually involves two or more people who contribute to the results to varying degrees. Collective decision-making includes the following identities: the initiator is the person who proposes the purchase demand, the influencer is the person who can influence the final purchase, the decision maker is the person who can control the decision outcome, the buyer is the person who actually purchases, and the user is the person who actually consumes the product or service. Starting from the scenario is also the easiest way to involve all decision-makers.

Therefore, it is very important to discover users' real product usage scenarios, because scenarios are both the premise of product development and the core of product marketing. It can be said that products without scenarios are soulless. So what exactly is the scene? In fact, to put it simply, it is a narrative that describes the cause and effect of an event. The focus should be on typical events and typical people, and on showing the environment and inner activities of the participants. A good scene can make people feel vivid and immersive.

Then, the second model CPT MODEL is used to formulate a plan:

Three key elements: Content, PowerUsers, and Tool

The first step in formulating a plan is to plant grass-roots content. First, we need to build a brand material library framework. The brand determines the "main keywords" for planting grass-roots content based on the lifestyle of the target group. The more refined the "main keywords" are, the better. By searching for the "main keyword", you can obtain the "related search terms" officially recommended by Xiaohongshu, thereby obtaining the brand material library framework of "main keyword" x "related search terms". Then fill in the brand material library content. According to the official recommended "subdivision classification words" after searching "main keywords" x "related search terms", you can confirm the smallest granularity of the brand content direction, and optimize the material content's title, pictures and other details according to the recommended sorting.

After the content of the grass-planting article is confirmed, the second step is to find disseminators, which are divided into three types.

The first type is the brand itself, which is also the key part that many brands tend to overlook. The brand itself is the best storyteller. Through corporate accounts, brands can output brand propositions and content with user value. In addition, they can interact directly with users and occupy searches through high-quality content.

The second type is KOL, which are key opinion leaders such as internet celebrities. They have their own creativity and influence, and can express the brand tone and differentiation through the combination of their own temperament and grass-planting content. At this time, what is tested is the brand's ability to select people. They can identify and match through the KOL's historical content and personality, or they can directly use some tools to look at the fan data behind them.

The third type is KOC, or word-of-mouth creator. KOC is not a low-cost tool for expanding sales, but the final step in influencing consumer decisions.

After finding communicators to spread the content, the third step is to amplify it with the help of traffic tools. Xiaohongshu has many kinds of traffic tools. Here are two that are most relevant to grass-roots marketing.

The first tool product, information flow, can amplify the dissemination of brand content and achieve efficient reach. It is equivalent to accurately pushing grass-planting content to target users. It is equivalent to a volume-raising tool after content testing and a content storage accelerator before a big promotion. It requires experienced pitchers to operate.

The second tool product is Good Product Experience, a word-of-mouth marketing tool provided by Xiaohongshu platform to major brands and high-quality content producers. The brand provides new product trials, and the influencers sign up voluntarily. The platform accurately matches high-quality influencers for brands based on the influencer’s tags, number of fans, and content quality. Through the real trial notes produced by influencers, brands can accumulate fans, high-quality content, and data reports, help brands optimize decisions, and accelerate word-of-mouth communication of products.

Finally, the third model IPSP MODEL is used to evaluate the effect:

Four key elements: Interactive Portrait Search Purchase

The first evaluation indicator is user interaction, which mainly includes two aspects of users. The first aspect is interested users, who like, collect and comment on the content. Different from the traditional ineffective mass-marketing content, effective content will attract target users to participate in the interaction. The second aspect is action users, who take direct actions such as sharing, adding followers, sending private messages, leaving information, etc.

The second evaluation indicator is the crowd portrait. The crowd portrait that the grass-planting content reaches is also very important. It is used to verify whether the content is really seen by the users you want to reach as expected. The simplest way to judge is from three aspects: whether the gender is mainly female, whether the city is mainly first-tier and new first-tier cities, and whether the age is in line with expectations. Reviewing the crowd portrait can also help brands adjust the content direction.

The third evaluation indicator is user-initiated search, which is crucial. Because only when the grass-planting content really makes the target users grow grass and want to pull it out, the brand will have the opportunity to mow the grass. The search can be a brand word or a specific keyword. If a brand’s new product is launched, a combination of the brand name and the product nickname can be used as the keyword. By monitoring specific search terms, you can very intuitively evaluate the effectiveness of grass planting and manage lawn mowing expectations.

The fourth evaluation indicator is purchase transactions, which are actual mowing results, mainly including transaction amount, incremental purchase and favorites. Real-time transactions are the most direct. It is worth noting that it is also necessary to monitor the incremental purchases and favorites, because planting grass has a long-tail effect, and mowing the grass cannot be rushed.

By using the NPS MODEL to determine the direction of content seeding, and then using the CPT MODEL to develop a content seeding plan, and finally using the IPSP MODEL to evaluate the seeding and mowing effects, the brand's complete Xiaohongshu seeding and mowing model has been successfully constructed.

The above is the entire guide to planting and cutting grass on Xiaohongshu for the brand. The content may be dry. Later, the entire model will be interpreted in detail and cases will be shared through the video account and the official account to facilitate your better understanding.

Author: Brand White

Source: Brand White