Xiaohongshu influencer model and 4 major marketing theories

Occupying a high traffic position on Xiaohongshu means becoming a behind-the-scenes player leading consumption trends among women and even at home and abroad. Joining Xiaohongshu has become a consensus in the market. So how do brands at different stages master Xiaohongshu marketing ?

The main content of this article is divided into two parts:

Part 1: Theoretical direction of the four classic marketing theories of Xiaohongshu, including the brand marketing cycle, content marketing 1.0-3.0, influencer delivery model, and hot product formula.

Part 2: Methodology and teaching guidance for data optimization strategies before, during and after brand launch.

If you are familiar with the relevant theoretical knowledge, you can skip it and start reading from the second part.

01 Four classic marketing theories of Xiaohongshu

Brand marketing cycle

Before launching an ad, you first need to clarify your brand marketing cycle, which will serve as the basis for your campaign.

The brand marketing cycle is generally divided into the start-up phase, growth phase and maturity phase. Based on the objective situation of the brand’s existence, set corresponding marketing goals.

Start-up period

For brands in their start-up phase, user awareness is low, they have not carried out large-scale marketing, and their products have been on the market/in the market for a short time. The marketing goal is to keep the brand “alive” with conversion as the core goal.

In terms of content marketing, start-up brands are generally suitable for content marketing 1.0. That is, accurately reach target users through strongly relevant content. Let users get to know you first.

Figure丨Guoji Qiangua Data-Brand Notes Analysis

According to the data from Guoji Qiangua, from March 16 to April 15, the top three keywords in the content of skin care brand Ruipei were all category words such as "beauty", "essence" and "mask". Among them, "beauty and makeup" accounted for as high as 97.73%, and directly reached the skin care population more through strongly related content.

In terms of influencer delivery models, start-up brands generally choose the five-pointed star delivery model with a strong sales strategy, which is guided by delivery goals, regardless of influencer level, and focuses on vertical content (strongly related content) to accurately reach users.

Growth

Brands in the growth stage already have a user recognition base, one hit product, and a user coverage rate that is not high year-on-year. The marketing goal is to increase brand awareness and user coverage and increase popular products.

In terms of content marketing, growth-stage brands are suitable for the Content Marketing 2.0 strategy. While maintaining the basic base of strongly related content, they can reach more potential target groups through expanding the distribution of weakly related content and scenario-based approaches.

Figure丨Guoji Qiangua Data-Brand Notes Analysis

According to the data from Guoji Qiangua, from March 16 to April 15, Yuanqi Forest, which is famous for its hit product soda sparkling water, began to use scene words such as "travel", "home office" and "wedding" in its main content keywords. Stimulate users' potential needs in the scene.

In terms of influencer placement, growing brands generally choose a pyramid placement model, which is an influencer placement model that conforms to the principle of communication and diffusion. It places influencers at all levels based on the marketing rhythm, and can have relatively complete control over the marketing rhythm throughout the year.

Maturity

Brands in the mature stage have a high user coverage rate and steadily increasing product sales. The marketing goals are mainly to maintain exposure, enhance brand image, and incubate new series.

In content marketing, the deployment of divergent content has begun to appear. A notable sign of content marketing 3.0 is the appearance of small dramas in brand-related notes.

Figure丨Guoji Qiangua Data-Popular Notes

Data from Guoji Qiangua shows that from March 16 to April 15, 51 small theater business notes appeared in popular notes, and 39 brands were mentioned, including well-known brands such as DR, Tom Ford, and Dove. Deliver the brand image and tone through more divergent content, and impress users with the product's cultural concepts and emotional values.

In terms of influencer investment, mature brands generally choose the olive-shaped investment model, relying on the traffic mechanism of the Xiaohongshu platform, focusing on investing in mid-level influencers with a high gender ratio to create explosive products.

The formula for a hot-selling product with one core and multiple benefits

The creation of a hit product has always been the core of discussion. How can a product possess the genes to become a hit product? These genes are also the prerequisite for the hit articles on Xiaohongshu related notes about the product. Therefore, in the production and research stage or the selling point discovery stage, you can refer to the one-core and multiple-pronged explosive product formula and carry out development and discovery strategically. Due to limited space, this formula will be interpreted and analyzed separately in the future.

02 Pre-investment planning

A complete marketing competition research mainly includes industry and competitor analysis. These two parts can help you plan before taking action, which is the basic skill of marketing. Here you need to focus on understanding the competitor's product launch cycle, strategy deployment, and content decomposition methodology to accumulate experience for subsequent execution.

03 Investment Optimization

During the delivery process, many factors will affect the rhythm of the established plan. It may be that the AB test results failed to meet expectations or a sudden hot event affected the overall delivery rhythm. It is necessary to monitor the data throughout the entire delivery cycle in real time, and make targeted real-time adjustments based on current hot trends, and achieve this goal through a relatively complete management system.

04 Post-investment review

Review runs through the entire delivery process, especially for delivery with a long cycle. If a small review can be conducted once a week, a post-delivery report can be quickly generated. The review and analysis can be completed efficiently based on the core data, which has a particularly obvious positive impact on the overall delivery effect.

Author: Qiangua Data

Source: Qiangua Data