4 strategies for Xiaohongshu brand promotion!

With the end of the Spring Festival, the topic of the 2022 March 8 Goddess Day has arrived. Many businesses and brands have begun to prepare for Queen's Day and Goddess Day. After experiencing previous holiday marketing, Xiaohongshu operations have begun to have headaches again, such as how to make a promotion plan, how to write popular content, and how to share practical information.

Holiday marketing is an opportunity for many businesses and brands to increase sales. Major e-commerce platforms have already launched holiday marketing activities, driving consumer enthusiasm. So what do you think of the "first shopping festival in 2022"? Let's discuss it together and invite your colleagues who are squatting on the toilet.

Contents of this article:

1. The investment promotion platform called for
2. Xiaohongshu brand promotion strategy
3. Improve search rankings and increase traffic
4. Things to note for festivals

1. The investment promotion platform called for

The full name of International Women's Day is "United Nations Day for Women's Rights and International Peace". International Women's Day, a holiday that was born a hundred years ago from the equal rights strike of Chicago women workers, has been quietly changing in the national market in recent years.

March is usually a low season for consumption, but with the rise of female consumption and the leadership of the new women of the era, both physical merchants and e-commerce companies have been taking advantage of the opportunity for promotions and have turned March 8 into the "Queen (Consumption) Day."

With the rise of the female market and the rapid development of the Internet, online transactions have long been ingrained in the minds of netizens. The phenomenon of pleasing girlfriends, wives, and mothers has been steadily increasing. In an era where "the queen's style never fades and the girl's heart never closes", how to better grasp the core needs of modern women is the key to winning the 38 promotion.

I believe all operators have witnessed how fierce the spending power of Chinese women is. Today’s shopping platforms: Tmall, JD.com, Kuaishou, Douyin, Xiaohongshu, etc. are all key platforms for merchants to promote their products. At the same time, women's requirements for goods are becoming higher and higher, shifting from necessities to optional consumer goods, and from practicality to light luxury.

1. Tmall/JD.com

(Screenshot source: Tmall screenshot)

As can be seen from the above table, with the arrival of the festival, Tmall platform also launched a 3.8 promotion. According to the rhythm of the event, Taobao will usher in a big shopping spree in 2022 on the 27th.

Before every festival, the platform will give a time period for merchants to sign up for festival activities and promotional products. After the product registration is approved, the platform will give a pre-sale time and a deposit payment time period or a time to grab the product (Figure 2 and Figure 3). This is also a means for Taobao to conduct marketing and also to warm up the products and enhance netizens' desire to buy.

March 8th is an important marketing festival, and brands will spare no effort in promoting it so that women will willingly open their wallets. "Queen's Day" is about to be developed into a national shopping day. Tmall, as a major marketing company, and Xiaohongshu operators can pay more attention to its dynamics and take advantage of its popularity for their own promotion.

2. Tik Tok/Kuaishou

(Image source: Baidu search)

Then we can see that Douyin has also started to hold activities for Queen's Day since last year. What is different from Taobao is that there are restrictions not only on blogger registration, but also on product registration, product requirements, and influencers. It can be imagined that the platform attaches great importance to this international shopping festival and treats it very strictly.

Why do brands choose Douyin for big promotions?

First of all, Douyin is a place where traffic gathers. In my country, a total of 37.76 million people use Douyin and even publish works on it. In such a huge basin of traffic, it is undoubtedly the best place to promote products or brands.

It is very easy to increase the number of followers on Douyin. Taking advantage of the right traffic, catching hot spots, personalizing the account, and being able to attract people are all prerequisites for an account to be established. That is why there are situations where bloggers bring goods, and bloggers with great influence are no less than celebrities.

If bloggers want to make money and sell products, cooperating with brands is the only shortcut. Under such a win-win situation, what else do brands have to question? Of course, the brand’s PR will also screen the account and the blogger himself.

The principle of Kuaishou and Douyin is the same. It all depends on the personal development of the blogger. If the blogger has a high degree of trust in the hearts of fans, then the products selected by the blogger will naturally be trusted (here our Xiaohongshu operators should open their eyes when selecting bloggers,

The specific details of selecting bloggers are discussed in detail in Zhuang Jun’s official account “Brand placement on Xiaohongshu: Choosing the right blogger can triple your ROI, 97% are wrong”).

3. Xiaohongshu

(Image source: screenshot from Xiaohongshu)

Then we move our attention to the pictures above, which are all mainly about product promotion. So one of the roles of the blogger is to compare products in activities, as well as purchase planning, analyze the cost-effectiveness of activities, generate heat flow for products, and boost product sales.

(Image source: Xinhong screenshot)

From the above picture, we can clearly see that 1,231 bloggers have posted notes about Goddess Day, and the number of collections is as high as 102,400. One can imagine how much importance brands and businesses attach to this festival.

The day for paying the deposit is on the 27th. I wonder how many friends are waiting to pay the deposit. Taking advantage of the last Double Eleven and Double Twelve holiday marketing, the statement "Just transfer my salary directly to Li Jiaqi's bank card" was put forward. So what kind of "turmoil" will arise this time?

Only by fully grasping the overall traffic situation and gaining insight into industry trends can we seize the opportunity to launch and grab user traffic. In the early stage of making a brand launch report, in addition to grasping the traffic trends under the big industry and gaining insight into the level of attention the industry receives on the platform, the analysis of categories under the industry can also provide directional guidance for subsequent brand launch strategies.

2. Xiaohongshu brand promotion strategy

1. Create a theme that fits your brand

If you observe surrounding brands carefully, you will find that any marketing campaign that takes advantage of festivals is based on a specific theme and produces marketing content around the theme. In this way, the brand's values, concepts, etc. can be more thoroughly demonstrated through the theme.

So how can we choose the topic? We can consider several dimensions: What do you like?

——Flowers, gifts, surprises, emptying shopping carts, taking photos, food, etc.

Then the next step is to determine the keywords - spring, outing, love of good things, youth, etc.

A good theme can simply and clearly introduce the product to netizens, paint an ideal picture that resonates emotionally to the audience, inject a touch of thought into the originally monotonous content, and enhance the product's sense of value. This allows customers to experience spiritual satisfaction in addition to the product during the experience process.

2. Create rich thematic content

Following the theme, the next thing is to consider what form can better carry the valuable content and present it to users in a way that users like and are interested in. Drawing on past experience and previous results, we can draw the following conclusions:

(1) Poster format

The sophistication of the poster directly affects the audience's impression and liking of the product. Posters are usually presented to the audience in the form of "copy + pictures". A simple poster with concise copy is the way most brands will choose. On the contrary, complex posters with too much content will not be liked by netizens. The simpler the operation, the more acceptable the mass communication is to the public.

You can think of it in the direction of "women of the new era" and combine it with its own products. The poster copy is based on the theme of "respecting women", describing women of different types or different eras.

(2) Graphical form

Whether it is Kuaishou, Douyin or Xiaohongshu, graphic and text advertising is the most common promotion method for netizens. The super-promoted event promotion will only be displayed during the event. It is mainly aimed at buyers who have browsed, collected and purchased the products before, those who are interested, or some high-quality people recommended by the system, as well as those who are sensitive to promotions. This promotion plan is for the purpose of attracting traffic and harvesting, especially to help the product warm up quickly.

When bloggers publish graphic notes, they can start from the perspective of caring for women, show the functional characteristics of their own products that can better serve the majority of women, dig deep into the needs of a certain class or stage, and potentially guide queens to buy;

(3) Short video format

Short videos are a very popular form of content nowadays. The short video field of Xiaohongshu, Douyin, etc. is extremely widespread. Even Tmall and JD.com are encouraging buyers to upload videos to present products in a more three-dimensional and rich way and increase product weight.

Short video marketing is a form of visual marketing. It is more three-dimensional than pictures and texts, and can make better use of our fragmented time than long videos. In today's digital age, it is more suitable for mobile devices, is conducive to search engine optimization, and has the advantages of convenient sharing and instant feedback. But different brands require different forms of presentation.

The content and format are completely new, and users are highly accepting.

Users who frequently visit Xiaohongshu know that with the traffic restrictions of the platform, if influencers want to get high traffic, titles, content, useful information, and pictures are all key. So how can we stand out from the crowd? This is a big brain-burning problem.

User needs are constantly changing, and industry trends are also constantly changing. To explore industry trends, we need to closely track changes in platform traffic and predict future industry trends to help us accurately seize traffic opportunities and boost brand growth.

If you want to make your content attractive, you must first keep users in your notes, so that Xiaohongshu users want to learn things here, have the idea of ​​collecting notes and interacting with netizens. I recently watched a live broadcast by a freelance copywriting researcher mentor, who mainly explained how to "create WeChat Moments copywriting that sells hot products in 3 steps." I also benefited a lot from this, and I believe many brands and operators have seen it. (For more detailed information, please visit the live broadcast replay at Content Villa)

Spending three days to produce one piece of high-quality content is much better than spending one day to produce three pieces of low-quality content. The key to success is not quantity, but quality. If we do every work carefully, it will bring us rich rewards, because text, as a carrier, will always exist, and Xiaohongshu's recommendation mechanism is to recommend according to labels, so high-quality old works can bring continuous traffic.

Analyze category data from multiple dimensions, break it down into content keyword layout, and break down the industry's influencers, note content, user preferences and other data from point to surface, to provide a more accurate reference for brands to formulate marketing strategies and help increase brand exposure and traffic.

3. Improve search rankings and increase traffic

The dynamics before the festival can be said to be varied. Paying real-time attention to the latest hot words in the industry, product core words, extended words of core words, product attribute words, etc., can increase the search weight before the event. The words in the title can bring weight and help improve the search ranking.

Creative images and text copy on the details page will be captured by search terms. Make good use of the design of each copy and increase the chance of accurate display to gain more traffic. When doing keyword promotion during the event, we must grasp the key keywords and expand the keywords to create the six unique features of the brand, enhance product characteristics, reflect differences, and create uniqueness.

4. Things to note for festival activities

Since it is an event, various problems will naturally arise. In fact, the event is mainly for attracting traffic, and attracting traffic is for closing deals. If problems in this area are not handled properly, it will affect the conversion of traffic during the event.

Festival marketing is a systematic project. If there is no prior preparation and some techniques, and it is done just for the sake of marketing, it may be very chaotic and fail to achieve the desired effect. As "Goddess Day" approaches, competition among enterprises and businesses has already entered a fierce stage, and all kinds of marketing methods have been used.

But there are also many confusions: the relationship between brands, what to pay attention to during holiday marketing, etc.

When marketing on Xiaohongshu, we divide it into three small points:

1. Healthy brand competition

Xiaohongshu operators should pay attention to the competitive relationship between brands when promoting during the event. When accepting a certain product, try not to belittle other competing products. You can make appropriate comparisons, but you must cover up in time and praise the advantages of other competing products. Otherwise, the PR of other brands will regret it if they see it. Although there is competition between brands, they actually motivate each other.

2. Clarify your goals

For a holiday marketing campaign, the main purpose is to warm up the product. Therefore, when Xiaohongshu operators are doing holiday marketing, they must be targeted, be able to distinguish the primary from the secondary, and focus on solving terminal channel problems.

3. Product selling points are festive

For holiday marketing, we should design and promote targeted new products suitable for consumers' leisure, entertainment and communication during the holidays based on the different holiday situations, consumer psychological behaviors during different holiday periods and actual market demands, combined with the characteristics of our own different products. This will smoothly open up channels to the holiday market, thereby occupying the vast holiday market faster and better.

5. Final Conclusion

The internal competition of the platform is becoming more and more interesting, and the major investment promotion platforms are also in a highly concentrated state. Grasp the official dynamics and mobile traffic, and you are one step closer to success.

On Xiaohongshu, users record the positive energy and wonderful life of young people of this era by sharing text, pictures, and video notes. Xiaohongshu uses learning to accurately and efficiently match massive amounts of information and people.

One of Xiaohongshu’s unique advantages is that products with good word-of-mouth publicity can be sold and monetized directly on the platform.

So have the Xiaohongshu operators been inspired? Let’s take action quickly.

I hope that all operators can show their skills during the next big shopping event.

Author: Zhuang Jun

Source: Zhuang Jun