As compatriots in the marketing circle, the first thing that comes to mind is, of course, advertising and money.

I have to say, Little Red Book is really the platform that makes people watch ads willingly.

From the discovery of the world's good things grass PGC to mark my life lifestyle sharing UGC platform, the small red book commercialization road is really not easy.

For major brands, Xiaohongshu's 200 million users, 70% of the post-90s population, 300% user growth, and nearly 1 billion exposures per day are very powerful data, which further inspires people to want to promote their products or brands on Xiaohongshu's platform.

Today we will share a few red book promotion strategies with you. Before that, let's first understand the basic situation of Little Red Book.

The Xiaohongshu crowd is mainly dominated by women, up to 86.05%, with men accounting for only 13.95%.

Young people aged 20-35 years old account for 90% of the total number of people, and from the point of view of the consumption level, basically in the middle or above the consumption of the crowd. Xiaohongshu seriously affects the lifestyle and consumption mind of this generation.

In addition to the crowd has the advantage of brand marketing, small red book platform several other advantages are also persuasive.

One of the advantages of Xiaohongshu

Community gene: from the PGC-style one-way output of shopping tips to the UGC-style overseas shopping sharing community.

Grassing platform: the sharing of notes by many stars and high-quality professionals has become a famous grassing platform in the industry, as well as a gathering place for softwares.

Taobao through: Hand Tao's new round of internal testing realizes the connection with Xiaohongshu's content, which means you will see Xiaohongshu on Taobao in the future.

Precise traffic: the female-dominated medium consumption and above, forming a super-precise traffic pool.

Based on the above advantages, we can see that there are currently three main strategies for promoting Little Red Book.

Second, the star KOL explosion recommended

With the star effect and people follow, so that the brand or product in a short period of time to focus on the outbreak; in-depth grass, use skills, buy links to share as a prerequisite to drive the eating, wearing, playing and buying.

The formation of creative production, star recommendation, KOL grass, guide the purchase of marketing closed loop.

Three, net red linkage screen marketing

The massive net red high quality dry content for the brand to create a phenomenal screen.

1, initiating the topic: relying on big data analysis, target population portrait, peer competitor word data to conceptualize the topic.

Topic example: not to buy will regret series | share a plate of gentle to the explosion of the eyeshadow plate # eyeshadow color test # affordable eyeshadow # eye makeup assessment.

2, Netflix hype: from a Netflix to dozens of Netflix together the amenable, attracting all kinds of KOL to form a specific UGC atmosphere.

The dissemination route: internal closed loop, the central netroots as the main, the tail red man as a supplement, the formation of social + e-commerce closed loop; external radiation, search engine keyword coverage, social media.

3, fan interaction: synchronized launch of fan interactive activities, with the help of fan power to generate marketing fission.

Interactive examples: Interaction with bloggers have prizes, random gift trial, such as: comments have prizes, active have prizes, sunshine have prizes. Pull the online popularity into the offline.

4, popular recommendation: master the small red book platform content recommendation mechanism, internal and external means of combination, so that the effect of immediate results.

Recommendation skills: internal skills: keyword accurate access; screening high-quality weight account. External skills: through external channels to enhance the number of comments praise Tibetan.

5, purchase: small red book promotion notes / video soft implantation of goods purchase link, enhance the purchase rate.

Sales conversion: notes interspersed with user recommendations and welfare club commodity recommendations to improve product exposure and increase orders

Reddit grass seeding review marketing

Seeding does not require a large and comprehensive, but rather a small and beautiful, deep plowing in a certain vertical field, for the people in a specific circle to shape an exclusive sense of presence and sense of belonging.

1, Xiaohongshu vertical field segmentation, can be based on the brand's field of circle marketing, such as mother and baby circle, cute baby circle, fashion circle, skin care circle, makeup circle, etc., deep plowing to do refined marketing.

2, community network: through the community to link users, to create a sense of belonging to the group for them, to tap the community economy.

3, KOL opinion leaders personalized display, personal evaluation, with personal brand to drive the user's recognition and follow, to achieve the purpose of brand seeding.

4, acquaintances word of mouth: strong relationship promotion, high trust, sharing reciprocity, to achieve the purpose of planting grass.

Based on the content level, we share with you the above three promotional strategies, through the star KOL recommendation, net red linkage screen, red people planting grass evaluation for the brand to create a good reputation, to achieve a lot of exposure for the brand.

Enhance brand awareness while establishing a unique brand image, bringing higher conversion for the brand.

To cite a case of Xiaohongshu promotion, to take you to the cloud practice.

Earlier this year, an emerging beauty brand kept appearing in front of young female consumers, whether it was Shake, WeChat, Weibo.

Of course, in the Little Red Book is a piece of OMG, too good to use it, it is the perfect diary.

Opened the Tmall flagship store in August 2017, ranked No. 7 in the Taobao Tmall beauty monthly sales list in January 2019, behind it are Givenchy, Shiseido, Dior, Armani and other top international brands.

Behind the rapid popularity of the perfect diary can not be separated from the creation of the content marketing model, the marketing of almost all popular marketing channels.

Exquisite piggy girl's cell phone, who does not have to change the beauty of the magic weapon Xiaohongshu. The exquisite girls on Xiaohongshu pay more attention to the field of beauty, skincare, health care products and so on.

Small Red Book data shows that among all the data, beauty makeup ranks first, which is why Perfect Diary focuses on the layout of Small Red Book.

In terms of content, Perfect Diary's Xiaohongshu brand account has accumulated 1,067,000 fans and 539,000 likes, with a fan base far exceeding that of L'Oreal, Mary Degas and other makeup brands.

Since 2017*** 254 notes have been released, of which 26 are in the form of videos, with the number of ordinary notes far exceeding the number of video notes.

In the channel, from 2017 onwards, Perfect Diary began to put stars, head KOLs and waist KOLs, and the notes of the vegetarians almost swept the Little Red Book, and the grass-planting pop-up articles continued to spread and form fission spreads on the Little Red Book for the second time.

1, star placement

Select Ouyang Nana, Lin Yun, Zhang Shaohan and other stars for the grass recommendation, through the stars to bring short-term, explosive attention and discussion.

Ouyang Nana's seeding received 83,000 likes, 36,000 favorites and 2,728 comments.

Lin Yun's seeding received 18,000 likes, 23,000 favorites and 2,382 comments.

Zhang Shaohan had the least of the 3, garnering 9,170 likes, 7,125 favorites, and 647 comments.

2, head + mid-waist KOL diffusion, try color seeding

Brands provide basic information about the product, and KOL carries out original seeding notes release. The header picture is mostly in the form of color testing, which attracts users' attention visually at the first time, which is also the advantage of makeup products.

3, word of mouth screen

KOL consumer guidance after the vegetarian to buy, and then share the experience of using the product on Xiaohongshu, the formation of the secondary dissemination and sound volume superposition.

According to the micro hotspot's analysis of the fan distribution of microblogging users who participated in the discussion of Xiaohongshu in recent January, it can be seen:

Microblogging users with 0-49 fans are about 300K, microblogging users with 50-199 fans are about 110K, and microblogging users with more than 2,000 fans are about 60K.

These data from the side of the side to illustrate that in addition to the celebrity KOL's ability to plant grass and bring goods, and vegetarian sharing is the most favored content of Xiaohongshu users.

So for brands, how should they play Little Red Book marketing?

If you have a big budget:

Might as well just refer to the Perfect Diary's marketing routine to go through. Repeatedly reinforcing product awareness through diverse KOLs to form a purchase.

You can also refer to the content of the same type of brand placement, the layout of the KOL matrix, after all, KOL fans overlap, the effect will not be too bad.

If you have a limited budget:

ROI is a must in this case, and choosing a low to medium KOL with potential and content production capabilities is the most prudent.

Other cases can be analyzed and matched again according to the actual situation.