Let us first take a look at the latest signal released by Xiaohongshu: Xiaohongshu’s latest business ecosystem - “B2K2C”.

Did you mention celebrities? No.

Did we mention ROI? Neither do I.

Is KOL the only core to C connector? no.

Who is in power? KOC.

The KOC concept was quite popular for a while last year, but the only platform that can allow KOC to have low costs and maximize monetization value is Xiaohongshu.

Why?

When Xiaohongshu was first founded, it was centered around the question of “how to shop better” and it built up its reputation through real sharing by ordinary users.

Its "product search engine" gene determines that the brand reputation brought by KOC's authentic sharing will directly influence the shopping decisions of target users.

The data return period of Xiaohongshu notes is generally 3-6 months . The astonishing long-tail cycle allows all content to be retained for a long time, which can provide secondary traffic for the brand and influence the user's mind.

The real quantitative value of the purchasing environment created by KOC lies here: PUGC planting notes after indexing the “keywords”.

What types of products are suitable for Xiaohongshu

Unlike Weibo, Yitu and Douyin, effective advertising on Xiaohongshu is not divided by brand stage or product average order value.

Currently, Xiaohongshu has more than 300 million users and 25 million DAU, 85% of whom are female and 70% are born in the 1990s or 1995s. More than half of users can consume 1,000+ products, and 90% of users can consume 200+ products. (From Xiaohongshu official historical data, if there is any error, please correct the comment)

Based on this, we can derive two basic characteristics of Xiaohongshu:

1. Traffic focus (nearly 80% are first- and second-tier women) ;

2. Because the traffic is focused, the CPM is high.

Under this premise, a large number of brands are doing cold starts on Xiaohongshu, and even more brands are promoting new products and hot-selling items on Xiaohongshu.

Some time ago, Lancome's luminous eye cream wanted to catch all the celebrities, KOLs, and KOCs on Xiaohongshu. Such a large-scale concentrated promotion cut the effectiveness of all eye creams on Xiaohongshu in half for a time.

In general, Xiaohongshu is a platform that can accept high customer orders.

At the same time, it particularly favors products that are good-looking, novel and unique. This will also allow new hot products launched through Xiaohongshu to quickly become hot trend products in the mainstream market.

It requires appearance, fun and quick updates. Is Xiaohongshu a "scumbag" platform?

Think for yourself.

How to maximize the effectiveness of delivery

1. The core of the product is extremely accurate.

The Xiaohongshu platform has very vertical label divisions for bloggers (it is difficult for bloggers whose content is not vertical to stand out), so unlike Weibo and Yibi, brands that advertise on Xiaohongshu must be very clear about their products.

Speaking of him, I feel a little embarrassed. Many times, the TA determined by the brand is an imaginary TA, and is not actually calculated through data. After all, not every brand will find a consulting company to do a large amount of user research data analysis.

Tanhuan has a very wild method of TA positioning, which can make your TA a little less stream-of-consciousness.

——Take a look at the data of competing products at the same stage.

After you have dug into the delivery data and content focus of your competitors, you will find out: What’s going on? The KOL tags, content entry points, and product promotion directions he used were exactly what I wanted.

It turns out that users are more interested in cost-effectiveness? Is horizontal evaluation more likely to receive platform recommendation? Many users mentioned discounts and communities in the comment section. How do we handle this?

It turns out that the mention rate in the comment section of the competitor's promotional video is better than that of pictures and texts, and the exposure of pictures and texts is greater than that of videos. The data of vertical mother and baby bloggers is surprisingly the most stable? Competitors have begun to try to break through the circle of bloggers (mother and baby + fashion)!

Research on the content direction of a competitive product of an education client

Competitive product data can help you eliminate promotional forms that have poor effects. As for the content direction, whether you want it or not, write it down.

After a round of public opinion testing, analysis of popular content, and insight into blogger types, you will come up with a relatively accurate initial TA and entry point. The next step is to select bloggers and boldly conduct ABCD content testing.

2. Vertical bloggers, bloggers with stable traffic and growth are preferred

How to define vertical bloggers? In addition to the blogger's fan portrait being 80% consistent with the product TA, the blogger's content must be stable and vertical over the long term .

For example:

A recipe blogger’s content is always recipes, which is very vertical. A fashion blogger posted a few store exploration videos in a few days. Even if the daily data is stable, it is not vertical. Pass and say bye~

In addition, from the data dimension, the number of fans: likes and favorites = 1:1.5; I would rather have a blogger with an average of 200 likes, comments and favorites per article than a blogger with 2,000 likes, comments and favorites for the previous article and 20 for the next (it is very likely that your account weight is very low when you place the advertisement).

You should know that during the testing period, what matters is the authenticity and stability of the data in order to achieve effective attribution.

The hot articles about Solitaire gambling are left to the stage of [expanding incremental population].

What remains are the fixed dimensions of each platform, whether the blogger’s content style and tone match and the authenticity of the data. That's all, nothing else is useful.

3. In Xiaohongshu, the Brief is the core factor that determines the effect of the advertising campaign

Because Xiaohongshu is a platform that only looks at faces, the Brief of Xiaohongshu should be very detailed: everything from keywords, title copy, lighting, photo editing software, first and second picture requirements, topic selection to picture tags, etc. must be standardized.

Only with 720-degree coverage can you create a content that the platform will actively recommend.

A customer's brief - first picture

Here are some examples of the Brief dimension:

– Title: Prefer to use clickbait titles, with quantifiers + functional demand words/scenario words/price words + category words

– Keywords are embedded at the end of the first paragraph of the note to gain more weight for Xiaohongshu note search

– High-value vertical screen first picture, catch the real-time hot spots of Xiaohongshu and continuously iterate

– Content framework logic (satisfying the grass-planting attribute)

– Topic selection (hot topics/brand-created topics)

– Image tags (life-like)

Note: The brief should not contain banned words on the platform, otherwise you will dig a hole for yourself.

Among them, the content framework and main content direction in the Brief must be set up in two types, A/B, at each delivery stage. Keep the direction with good results measured in the first stage, and use direction C in the second stage to replace the one eliminated in stage 1, and continue to optimize and iterate.

Finally, Xiaohongshu ads usually include a keyword. Let’s talk about how a new brand can quickly and accurately select a keyword that can go viral.

Choose keywords with a popularity of around 1w, and keywords related to product consumption scenarios/pain points. Usually 300-500 KOC articles + some KOLs are enough to penetrate the market.

The content direction trend of Xiaohongshu is constantly changing, and the Brief cannot remain unchanged. Remember not to set it in stone at the beginning, but to adjust it dynamically during implementation.

4. Institutions that cannot guarantee inclusion are rogue

No matter how good the blogger + content is, it’s bullshit if it’s not included. This kind of Xiaohongshu posting is like posting a Weibo message that is only visible to yourself.

Notes that are not included cannot be searched on the platform and there is no natural traffic. Therefore, every partner who is involved in brand advertising should know that the inclusion rate is an indicator that is the same as exposure and interaction and cannot be cut.

Without further ado, let's take a look at the factors that affect the probability of note inclusion. The banned words, original words, content quality, and account weight have an impact ratio of 4:4:1:1 respectively.

Seeing the factor of account weight, we roughly understand why we don’t choose the blogger whose “data for the previous article is 2000 and the next article is 300”. First, it affects the inclusion, and second, the overall effect is like gambling.

There are so many dimensions that affect inclusion, and it can be seen that inclusion is not an easy task. So how can we achieve a 100% inclusion rate for kol&koc?

Not to mention kol, inclusion is a basic quality. Koc can only win by quantity.

For example: receiving a demand for 300 koc posts, the actual execution was 300*1.2 posts. The self-owned blogger task system and mandatory sop were used to minimize the manpower cost required for inclusion. It has to be said that although the cost of manual review will be slightly higher, if you want to achieve good results, the "aesthetic" review must be done manually.

If you accumulate your efforts bit by bit with seriousness and care, the results will get better and better like a snowball.

Finally, for notes that are not included, we will try to limit the editing to 2 times or less. If they are not included, we will delete them and resend them the next day.

5. Post-investment refined operations are the key to success

Most of the Xiaohongshu campaigns on the market stop at this step, but after optimizing and iterating dozens of cases, we found that: like Weibo, Xiaohongshu is also a platform that can improve the overall campaign effect through refined post-investment operations.

Controlling comments, pinning notes, interacting with brand accounts, live broadcasts, following up on official topics, French fries, and information flow can all become key points for achieving explosive results.

Let’s focus on French fries and information flow .

The definition of Xiaohongshu’s French fries, Weibo’s hot headlines, and Douyin’s dou+ is the same, all of which are to increase the exposure of the promoted content. But on the Xiaohongshu platform, Tanhuan uses French fries to test notes and create popular notes.

How to use French fries to create a hit note?

Record the data 12h, 24h, and 48h after the note is published, check the CPM and interaction rate, and start delivering French fries when these two data begin to grow slowly. In addition, notes that exceed expected data can be delivered immediately. Open two orders at the same time, one for reading volume and the other for attention volume, optimize the content and personal page according to the test results, and then increase the volume of the side with better results.

Use the click-through rate and interaction number obtained from the French fry test to iterate subsequent delivery strategies and amounts. As long as the CPM and CPE are within expectations, you can keep investing until the sales explode. Of course, this kind of popular note depends on whether your content has been verified as "high-quality" by platform users.

French fries can currently only be delivered to non-reported notes, while reported notes can be delivered through the information flow.

Next, let’s talk about some French fry execution strategies:

A. Determine the delivery rhythm based on the effect. Continue to invest if the click-through rate is above 20% (click-through rate = number of views/exposure); continue to invest if the interaction rate is above 10% (interaction rate = number of interactions/number of views).

B. Determine the duration based on the amount. If the amount is <200, invest 6 hours to test the note content; if the amount is =200, invest 12 hours to optimize the click-through rate; if the amount is >200, invest 24 hours.

C. What does the test note test? Title, first image, content direction, account positioning tags (the average increase in followers/views is 15%; the average increase in followers for targeted selection of “number of followers” ​​is 25%).

D. Finally, if the note reading rate is low, select "Note reading rate"; if the note interaction rate is low, select "Fans following rate".

6. How to set a monthly budget for brands that advertise on Xiaohongshu all year round

Pulse delivery.

It basically fits in with the major promotion nodes of e-commerce, adhering to the rhythm of "large-scale launch every other month" in a continuous cycle.

In other words, brands do not need to spend the same budget on Xiaohongshu every month. They can just use a combination of “small + large + small” .

Words are not vivid enough, so let me show you pictures.

I just drew a picture, click on it casually

7. Live broadcasts that you all care about

Currently, most brands’ live broadcasts on Xiaohongshu are based on the cooperation model of “posting notes + sending live broadcasts”. There are very few brands that do special live broadcasts on Xiaohongshu (and they are still mainly brands with Xiaohong stores).

But it is not ruled out that Xiaohongshu may be able to carry goods in the future. I am still testing Tanhuan. I will write an article to discuss with you when I have a conclusion after optimization.

Finally, I would like to add that the pricing range of Koc on Xiaohongshu in the market is very large. A few days ago, I heard that a certain agency could do Koc promotion at 20 yuan per article.

Here, Tanhuan will not say anything about the price, but will talk about the logic behind it.

Let us first assume that all institutions are honest, reliable and conscientious. However, everyone in the world is after profit. With pricing that clearly does not result in any profit, where does their profit come from?

Either from running away or from love.

It depends on which one you believe.

It's a very simple truth. 200% data authenticity + 300% refined operation, you get what you pay for. Don't compare spareribs with minced meat mixed with water, it's tasteless.

Author: Xu Tanhuan

Source: Xu Tanhuan