How to use the media to create internet celebrity products?

Every company wants to build its own internet celebrity brand, but it will not work if it does not understand the media ’s tactics. Xiaohongshu promotes the brand, Weibo increases the popularity, Kuaishou sells the products, Taobao closes the deal, and the news media endorses you. After all this, you have become an internet celebrity brand!

There are thousands of companies in the world, but only a handful of them can create Internet celebrity products . Every company has wanted to create Internet celebrity products for a long time. When will their own products become Internet celebrity products and become popular? The first thing you need to ask yourself is whether you understand the routine of creating internet celebrity products. If you don’t, there will be no chance in your lifetime. It's like asking someone who can't drive to participate in a car race. It's unlikely he can win.

A blacksmith must be strong himself, and the key to creating an internet celebrity product is to understand it yourself. Here I will take out the more important media modules in the module of creating Internet celebrity products and talk about them separately. They are mainly Xiaohongshu, Weibo, Kuaishou, Taobao, and news media. I will tell you about the roles and functions they each play in the process of creating Internet celebrity products. Learning these will be very helpful for you to create Internet celebrity products.

Let me first summarize their roles in one sentence: Xiaohongshu plants the seeds, Weibo creates buzz, Kuaishou brings goods, Taobao closes the deal, and the news media provides endorsement. With all these, you are another internet celebrity brand!

Little Red Book Recommendation

Planting grass means attracting traffic. Now the advertising price within Taobao is quite high, and the cost of attracting traffic outside the site is relatively much lower, but it requires higher skills. To do a through train, just spend money. If your ranking doesn’t improve, add more money. If it still doesn’t improve, keep adding more money. It’s simple and crude, and anyone who can spend money can do it. Off-site traffic is different. If the content is not well done, the influencers are not selected correctly, and the promotion rhythm is not controlled well, off-site traffic cannot be achieved. The most difficult point about off-site traffic is that the data of the two platforms are out of sync, making it difficult to analyze the data and evaluate the results.

Xiaohongshu is an excellent platform for attracting off-site traffic. Merchants can also open an official mall on Xiaohongshu and conduct transactions on the Xiaohongshu platform. However, the current mainstream approach is to post content on the Xiaohongshu platform, and when users are interested in a product, they go to the Taobao platform to purchase it. This is an Amway process. If an expert puts a mall link in the diary he publishes, the promotion intention is too obvious and the conversion rate may not be as good as if there is no link.

Let me share with you a trick to promote content on Xiaohongshu without spending any money. We didn’t spend a penny on Xiaohongshu. When we searched for brand words or industry keywords, nearly a hundred diaries were ranked at the top. Remember, we didn’t spend a penny. So how is this done? Let me first say a word here: free exchange, which means that the merchant provides the product and the expert can publish a diary for free after trying it out. So, you know.

At first I thought that influencers with only a few hundred fans would do the exchange for free, but later I actually found influencers with tens of thousands of fans. You know, if you do paid promotion, these influencers with tens of thousands of fans would charge about 2,000 yuan. In this way, I quietly saved tens of thousands of yuan in promotion costs (I found several influencers with tens of thousands of fans who post for free). I am really smart.

In the early stage of the product, we used Xiaohongshu to attract off-site traffic, but we encountered bottlenecks to a certain extent. After all, the scale of Xiaohongshu is limited. If we want to make a nationwide online celebrity product, it is not enough to just focus on Xiaohongshu. We must open up a second battlefield: Weibo.

Weibo makes voice

Xiaohongshu has many good points, the only bad thing is that it does not have any hot searches. This means that no matter how good the promotion is, it will not create a topic, and Weibo is the only choice to create a topic. Aren’t those products that are frequently on the hot search list all internet celebrity products? Weibo gives people the feeling of a square. If you shout in the square, people outside the square can hear it. If a product wants to become an Internet celebrity product, it must have a voice, which should be heard by B-side companies and investment institutions. This voice must be created on the Weibo platform.

After a round of promotion on Weibo, it is obvious that Weibo fans are not as valuable as those on other platforms. If you have a thousand followers on Xiaohongshu, you are considered a pretty good amateur. You need at least ten thousand followers on Weibo to be on par with that. The content format of both is similar, nine pictures plus text, or video. However, when promoting products, I prefer graphic and text promotion.

Good-looking pictures have stronger impact and memory, but videos are hard to remember. Unless you spend 100 million on promotion and dominate the TikTok screen, spending tens of thousands of dollars on short video promotion won’t even make a splash. Weibo can use a similar promotion method to Xiaohongshu, and can also do free replacement. When the amount of preparation is almost enough, you can spend some money, find a few big accounts, create a topic, and find a way to make it a hot search. Once it becomes a hot search, the volume will increase dramatically, and the whole company will come to drink.

Kuaishou

Which platform is the best for selling goods? For short video platforms, look for Kuaishou. Many people who do product promotion also asked me, everyone is doing Douyin, why don’t you talk about Douyin? This may be a cognitive misunderstanding. Just like there are no strong local wine brands in Henan, everyone thinks that the channels in that place are the easiest to develop. Indeed, all winemakers thought so and chose Henan as their first stop, but it turned out to be the province with the most intense competition.

Tik Tok is indeed very popular, but it is the content that is popular, not the brand. Can you recall carefully, what brands have been promoted by Douyin? Anyway, I don’t have any impression of it, but there are quite a few companies that have made a lot of money by selling goods on Kuaishou. When creating an internet celebrity product, Kuaishou live streaming is a backup option, which you can do or not. Once a product gains popularity, it will enter the harvesting stage, and live streaming is one way to harvest.

Taobao to close

Taobao’s role is becoming more and more like a trading platform, but of course this is not what Taobao wants to see. Taobao restricted Baidu's crawling in the first place because it did not want the traffic to be controlled by others. However, the trend of off-site traffic diversion is unstoppable. Today it is Xiaohongshu, tomorrow there will be Xiaolushu and so on. If you want to create an online celebrity product, you must have a clear understanding of Taobao’s positioning. In the early stage, you should build a trading platform, and in the later stage, you should increase your popularity and capture the traffic within the Taobao system.

Let’s explain the term “closing”. For example, if a company’s product is advertised on TV 24 hours a day, and users are brainwashed by the product and want it very much, but it is impossible to place an order on TV, what should the company do? Users will go to Taobao to search and place orders. Taobao's role at this time is to collect traffic and monetize all the users attracted by the advertisements, just like all roads eventually converge into Rome.

The most important thing when doing Taobao closing is to set the keywords correctly and never let others intercept your traffic, otherwise you will be making wedding clothes for others. Also, before promoting a product, you have to put it on Taobao in advance, make the materials look better, optimize the comments, and when the traffic comes in, it is important to ensure a normal conversion rate.

News media endorsement

Many people don’t know about this module and don’t know how to do it. It often happens that the first few modules are done very well, but this module is not done, and the finishing touch to creating an Internet celebrity product is not made, and ultimately the effort fails. Without the endorsement of news media, internet celebrity products can only be self-satisfied, knowing that they are useless.

News media refers to authoritative media such as People's Daily Online, Sina.com, Sohu.com, Phoenix.com, Caijing.com, local websites, etc. I have a friend who works in this kind of media. When I was doing tob business, I would give them several thousand yuan every month and ask them to help publish on these media. When users learn about product information and see the product exposed in these media, it will increase their trust and promote conversion.

When running a news media, you have to produce the content yourself, or you can find a ghostwriter. For example, you can write a news article about a new product that sold 4 million units a day, becoming a dark horse in the growth of a certain category. If you submit more news articles like this, you will start to believe them. Whether it is users or channels, seeing such news will increase their awareness of the brand as an Internet celebrity product. Over time, as more people read and write about it, Internet celebrity products will emerge unknowingly.

at last

It is not difficult to create an internet celebrity product if you can integrate these platforms and make good use of them. In the actual operation process, you don’t have to copy it completely. You can make subtle adjustments based on the rhythm of the company’s product launches and the company’s strength. Every company has its own temperament. Find a promotion method that suits you and master platforms such as Xiaohongshu, Weibo, Taobao, and news media. You can create as many internet celebrity products as you want!

Author: Tiger Talks Operations

Source: Tiger Talk Operations