Xiaohongshu is an effective marketing strategy!

Brands want every budget to bring good results. Most brands think that Xiaohongshu is necessary, but are unsure about its effectiveness. They hope to confirm the effect through small-scale testing before allocating part of their budget.

Today, I will share with you several ways to do effective marketing on Xiaohongshu even if your boss doesn’t give you a budget.

1. Product Replacement Content

Based on the content tone of Xiaohongshu's good product recommendations, many notes about good product recommendations are published every day. Some notes are shared spontaneously by users who think the product is great, while others are just for advertising. In this case, there is either a fee to be paid or a product to be exchanged.

The fee model is easy to understand. The brand pays the influencer a certain fee. The influencer creates content and takes pictures based on the brief provided by the brand. After the brand approves the content, the influencer publishes the notes.

The exchange model is similar to the royalty model, except that the brand will only give products to influencers and will not provide royalty. Therefore, most of the influencers who can cooperate in the exchange model are low-following amateurs with less than 10,000 fans. Because as a novice expert, there are not so many advertising invitations. In order to maintain a good update frequency, I will choose to do some product replacement

Of course, experts who are willing to do the replacement model are not willing to accept everyone, but also choose according to their own preferences, so it is normal that some unpopular products have no experts willing to do the replacement.

So the question is, where can we find many experts who are willing to do the product replacement model?

1) Announcement applet

There is a magical small program that can publish some announcements for free, which can be recruitment for the manuscript fee model or recruitment for product replacement. A large number of influencers gather on these mini programs. They keep an eye on the announcements on the mini programs every day. Once there is a suitable announcement, they will fill in their information and contact information. The brand that publishes the announcement can establish a connection with the influencer through the contact information and establish cooperation.

Therefore, friends who want to do product replacement can try to publish product replacement announcements on different announcement applets, and accumulate experts in the replacement model through multiple platforms and multiple announcements.

The notification mini program will directly recommend a few to you. You can search by name directly in the WeChat mini program. The usage of these mini programs is similar. You only need to fill in the information of your brand and then fill in the announcement requirements according to the platform format. I will not go into details here. If I go into details, your work will be done by me...

Red Notice

Love Planting

Crab Notice

Muppet Announcement

Real Fragrance Notice

Berry Notice

2) Announcement Group

This method is similar to the principle of the notification applet mentioned above, except that it has changed from the applet to the WeChat group. A notification group with better quality is no worse than the notification applet, but it is not as easy to find as the notification applet.

I recommend you to find a cooperating expert and ask him to help you create a notification group. If the expert helps you create a group, remember to give him a thank you red envelope. Then your notification groups will increase.

After you have a certain announcement group, you can start writing your own product replacement announcement and post it in the group. As for how to write the announcement, I suggest you follow the example and see how the announcements posted in the group are written.

2. Create good brand content

Brand professional accounts mainly output real user feedback and sharing experiences. They are a platform for making friends with users. In addition, compared with ordinary accounts, brand accounts have great advantages in terms of content and marketing tools. They can use these tools to leverage traffic and also use content to attract traffic.

1) French fries

Although the content distribution logic and traffic level of brand accounts are the same as those of ordinary accounts, brand accounts have the right to display French fries as long as they are opened, while ordinary accounts need to publish ≥ 2 notes and have ≥ 500 followers before they can apply for the right to display French fries.

French fries are a great tool for heating up content. If we have content that performs well in data, we can directly use French fries to heat it up. French fries will make the data of this note better and better.

If friends of the brand exchange 500 pieces of content through the product exchange model mentioned above, then there must be content with good data performance among these 500 pieces of content. At this time, we negotiate with the influencer for authorization, reprint the notes to the brand account, and use the French fry tool to heat it up, which can achieve a good exposure effect.

2) Lucky Draw

The effect of Xiaohongshu's lucky draw is very good. As long as the prizes are not too stingy, it can basically attract tens of thousands of exposures. In addition, the brand account has three lucky draws every month, which accumulates at least 30,000 exposures. Although this part of traffic may not be so accurate, it can still generate a certain amount of conversion and interaction at a certain level of exposure.

The above picture shows the lottery results of several start-up brands. The interactive effect is still very impressive. It is recommended that you use up the three lottery times every month. After all, for brands, products are easier to mobilize than budgets.

3. Grow “tap water”

Here I would like to share with you a word "PO-TABLE"

This is a term coined by the internal team of Xiaohongshu, referring to the "postability" of content. (i.e. “disposability”, also refers to: the social topicality of the product)

In the absence of a budget, we can combine the brand's product selling points, interest appeals, etc., plant a "PO-TABLE" seed on Xiaohongshu, and let users spontaneously plant grass and broadcast it.

1) Find a good topic angle

The seeds you want to plant are not your products, or even the benefits of the products, but the "interests" of consumers!

Because, although Xiaohongshu is a platform suitable for and welcoming the sharing of commodity information/products, in essence, what consumers share here is their own lives and feelings.

There are actually two basic principles for the topic angles suitable for Xiaohongshu:

——Some people love to post: From the perspective of this topic, whether community users are willing, happy or even keen to share, such as reflecting the beauty, wisdom, experience, etc. of life

——Some people will search: Has it solved the user's pain points and problems, can it trigger tool-type users to search on Xiaohongshu, or is it the keyword or topic that many users search for when looking for solutions?

From the perspective of turning your products and benefits into consumer PO-TABLE topics, you can usually think from the following categories:

a) Problems and needs

This type of topic provides solutions to the pain points that users want to solve or the needs they want to meet. For example, in the lipstick category, to solve the pain points of "yellow skin" and "lip lines", or to meet the needs of "whitening", the color characteristics of lipstick are transformed into topics of interest to consumers.

b) Characters and scenes

One is to start from the personality - the life sharing of a specific group of people will naturally attract the attention and sharing of that specific group of people. The other is the scene, which transforms the benefits of the product into props that bring surprise benefits to consumers in a specific scene.

"The favorite lipstick of students" is, of course, a character design that incorporates the characteristics of youthfulness, vitality, and high cost-effectiveness into the product. And "the right lipstick for a date" is the scene

c) Interests and hot topics

Grafting consumers' focus and interests is also a very effective content strategy. For example, "big brand substitutes" is a typical example, using big brands/hot products that everyone has already paid attention to to attract attention and show differences

Of course, this approach can be combined with the above two ideas.

2) If there are not enough topics, rewards will make up for it

Some friends may say, we have the angle, but what should we do if there are no consumers sharing spontaneously?

If there aren’t enough topics, rewards will make up for it! Think carefully, how did your advertising company stimulate your UGC on Social?

There are only two steps: setting the topic and then setting the reward.

There will really be people who want to get the reward you set and write a short essay. Even if the essay does not look so professional and the pictures are not so beautiful, the real sharing experience it brings is a good seeding content for other "little red potatoes"

Therefore, you might as well take out some products, set up several different levels of rewards, and then publish the event on the Xiaohongshu brand account, or even in the private domain, to encourage everyone to share spontaneously on Xiaohongshu.

Final Thoughts

Based on Xiaohongshu's decentralized recommendation logic, the dependence of popular articles on the number of fans is not high. Even with only the bottom level or even amateurs, one can still create miracles and publish high-quality popular articles. Therefore, even if you use product exchange to exchange content, it is recommended that you spend more time polishing the content, maybe you can produce a hit article.

Whether it is content from product replacement or "tap water" content, they are all very good materials and have accumulated good experience. If there is a certain budget later, it is entirely possible to optimize based on previous experience, greatly reducing the trial and error cost of the launch, and laying a good foundation for the subsequent launch.

above.