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To make it easier to understand this article, let me first explain a concept to you: AISAS model. The encyclopedia entry explains that it is a new consumer behavior analysis model proposed by Dentsu in response to changes in consumer lifestyles in the era of the Internet and wireless applications. The popular explanation is the consumption pattern of mobile Internet users. The AISAS model is Attention, Interest, Search, Action, and Share. You may not feel anything when you see this, but compare it with the traditional user consumption model, AIDMA marketing rule: Attention, Interest, Desire, Memory, Action. The biggest difference between the two is in search and memory. This has determined the change in current marketing methods. In the past, advertisers liked to advertise on TV and emphasize user memory. Because the time span from watching TV commercials to purchasing products is very long, memory must be strengthened so that conversion can be achieved when users purchase products after a period of time. The convenience of mobile Internet is that what you see is what you get. There is no need to strengthen memory, just strengthen search. If you find that the product is worth the search, conversion can be achieved. What role does Xiaohongshu play in this process? The role of attracting attention and searching. Xiaohongshu is a PGC+UGC content sharing platform with a vast amount of product information for users to browse. At the same time, for girls, it is also equivalent to search. When many girls are unsure whether the quality of a product is reliable, they often search on Xiaohongshu, read everyone’s comments, and decide whether to buy it. Starting from the two attributes of attention and search, we have a direction to use Xiaohongshu to create popular internet celebrity products. This article explains the process of creating popular online celebrity products: 1. Determine the role of Xiaohongshu in product promotion 2. Determine the tone and selling points of product output 3. Choose influencers who match the product’s tone 4. Formulate a promotion plan and track the implementation effect 1. Determine the role of Xiaohongshu in product promotion If you only look at the promotion of internet celebrities on Xiaohongshu, it is easy to get caught up in the specific things and have the illusion that you cannot see the true face of Mount Lu because you are already in the mountain. If you look at Xiaohongshu promotion from the perspective of the company's overall development plan, the accuracy of the decision will be much higher. For example, what stage is the company currently in, is it seeking survival or development? The focus of promoting Xiaohongshu varies at different stages. Companies seeking survival only care about ROI, while companies seeking development will pay a little attention to brand and reputation building. We have seen that some internet celebrity products such as Perfect Diary and Wang Baobao did not face a survival crisis when they invested in Xiaohongshu internet celebrities. Unlike some start-ups, they had no promotion budget or only a few thousand yuan for promotion expenses. It is normal for this amount of money to be wasted if it is invested in Xiaohongshu. Before we decide to put our product on Xiaohongshu, we need to make sure whether Xiaohongshu is a grass-planting platform, a search platform, or both. If it is a platform for promoting products, mid-level influencers are the focus of investment, and multiple articles can lead to purchase conversions. If it is a search platform, the number of amateur internet celebrities must increase to give people the illusion that everyone is using it. The scale of the number depends on the stage the company is in. 2. Determine the tone and selling points of product output Last year, when I was helping a shoe brand to develop a marketing plan, the brand made a fatal mistake. They were very stubborn and insisted on their own opinions, refusing to change them. Naturally, the effect was not achieved. What is the error? It requires that all the selling points of the product should be listed in one picture or text, about seven or eight points, such as affordable price, good quality, novel style, the same style as celebrities, etc. We can understand the mentality of the sponsors who spend money on advertising. Since they have spent the money, they will definitely say as much as they can. If they say anything less, they will feel like they are losing out. In fact, it only takes one or two points to refine and explain the product's selling points. If you say too much, users won’t be able to remember it at all, which is not worth it. Everyone understands the principle, but when it comes to actually investing, few sponsors will let go easily. Take the previously popular bubble mask as an example. Its selling point is only one: the dirtier your face, the more bubbles there will be. As for other selling points, there is no point in saying more. Knowing this, we have at least taken a big step in the right direction when promoting Xiaohongshu. After one or two selling points of the product are determined, all Xiaohongshu influencers will produce content around these one or two selling points, and the voice of the entire network will remain consistent. This is the only way to achieve the lowest budget and highest output effect. Good steel should be used on the blade; it is better to dig wells, not to lay sand. 3. Choose influencers who match the product’s tone Choosing an influencer may be the most important task in the minds of advertisers. It seems that as long as the right influencer is chosen, there will be no problem with traffic and conversion. You should know that the AISAS model has five links, and if any link is not done well, it will affect the final result. Choosing an internet celebrity is only one part of the process of arousing interest. It is important, but in the entire promotion process, its weight is not as high as imagined. When choosing an influencer, first choose one that matches the tone of your product. The role of tonal matching is to ensure that the fans behind the influencer and the target users of the product are consistent. Xiaoxiandun’s initial launch of Ouyang Nana did not produce ideal results. You can guess the reason. Here’s a brief reminder: the problem lies with the audience. Later, Xiaoxiandun adjusted its advertising strategy and switched to Cecilia Cheung and Li Bingbing, which immediately produced results. Choosing the Xiaohongshu platform means choosing young female users, and choosing a certain Xiaohongshu influencer means choosing a certain type of female user on the platform. The more accurate the expert’s selection, the higher the purchase conversion rate. The choice of Internet celebrity should be based on your own promotion budget. The prices for influencers on Xiaohongshu vary. Amateur influencers can post on Xiaohongshu by mailing a sample for free trial, while top and mid-level influencers can get the price for posting a post on Xiaohongshu ranging from tens to tens of thousands of yuan. To determine whether the quotation is too high, we can calculate it based on 5 cents per fan. That is, for an expert with 10,000 fans, the quotation is about 500 yuan. When I was helping a beauty salon find influencers on Xiaohongshu, I found that the prices of influencers with the same number of fans varied greatly. There is an expert with about 100,000 fans, and the quote is less than 1,000 yuan. There is an expert with about 50,000 fans, and the quote is 3,000 yuan. The pricing system is quite confusing. Last year, Xiaohongshu launched a brand partner platform, where you can also find internet celebrity resources, but the entry threshold is relatively high. If you want to find low-end and amateur internet celebrities, there is no need to go to the partner platform. Again, if you don’t have a promotion budget or the promotion budget is only a few thousand dollars, or if the company is at a life-and-death moment, don’t invest in Xiaohongshu. Creating a hit online celebrity product is a process of paying first and then getting rewarded. There is also a risk that the effort may not bring any reward. Among so many companies that have invested in Xiaohongshu, only a few have achieved a ROI greater than 1. When the budget is sufficient, the combinations of influencers on Xiaohongshu appear in a pyramid shape. If the budget is insufficient and you can only deploy three or four influencers, you won’t see any results. The combination of experts who have seen the effect is like this: the ratio of star, head, waist and tail is about 1:3:20:60, which does not include the large number of amateurs. Of course, this ratio is not absolute and can be adjusted according to the situation. Why do we need to include experts of all levels? Because the purpose of posts is different for experts of different levels. The purpose of posting a head article is to plant seeds, talk about product selling points, and recommend products. The middle and tail posts do not promote products, they only do product reviews, and amateurs post articles for only one purpose: to make up the numbers. So, everyone should understand why only targeting amateurs will not be effective. 4. Formulate a promotion plan and track the implementation effect No matter how good the plan is, it will be useless without good execution. When we do promotion, there is a professional term called "dotting". This means that the materials that will be launched on a certain month and date must be screenshoted and saved, and recorded in EXCEL as a mark to support subsequent effect analysis. When many companies use Xiaohongshu influencers, the time of posting their diaries is rather random. Some companies even delay posting them for a week or two. This is impossible in regular companies. E-commerce products have various promotional festivals and new product launch times. If you change the diary release time at will, the promotion effect will be difficult to guarantee. To develop a promotion plan, you need to determine which influencer will publish which diary on which day, and you need to plan it one month in advance. After the diary is published, record the diary data and product sales. Remember that promotion is not the goal, traffic conversion is the goal. The effectiveness of Xiaohongshu promotion is limited to one to four weeks. The off-site traffic data during this period is observed to evaluate the effectiveness of advertising. Don't just invest blindly, calculate ROI in a timely manner. If the ROI is greater than 1, you can strike while the iron is hot and increase the budget. If it is less than 1, you must immediately stop the subsequent advertising plan and find out the reason. Is it that the target users are not positioned accurately or the direction of the copywriting is wrong? After the bubble mask became popular through internet celebrities, it was intercepted by other manufacturers when the search results were closed, causing certain losses. This is a more detailed job, and details determine success or failure. Creating a hit internet celebrity product is the result of doing all these big and small things, in all the details, well. It seems simple, but it is not easy to do well. If you have done all the above four steps well, then congratulations, you can basically create a hit internet celebrity product. There is a saying that a fish's memory only lasts seven seconds, and most people's memory is about the same. The four links span a period of several months and require long-term memory and a comprehensive marketing promotion concept. It is easy to do the work at one point, but it is difficult to do the work on one side. There is no shortcut to everything. Read more, ask more, and do more. The more you invest in Xiaohongshu influencers and the more experience you gain, the closer you will be to success. The first one may not be well done, but the second one has a much higher chance of becoming an Internet celebrity product. Come on, everyone. Author: Tiger Talks Operations Source: Tiger Talk Operations |
