As compatriots in the marketing circle, the first thing that comes to mind is of course advertising and money. I have to say that Little Red Book is really a platform for people to watch advertisements. From "discovering the beauty in the world" to "marking my life", the commercialization of Little Red Book is not easy. For major brands, the 300 million users of Xiaohongshu, 80% of the post-90s generation, 300% of the users' growth, and the daily exposure of nearly 654.38+billion are very powerful data, which further inspired the idea of promoting products or brands on Xiaohongshu platform. Little Red Books are dominated by women, accounting for 86.05%, while men only account for 13.95%. Young people aged 20-35 account for 90% of the total number, and in terms of consumption level, they are basically in the above-average consumption group. Little Red Books have seriously affected the lifestyle and consumption mentality of this generation. In addition to the crowd advantage of brand marketing, several other advantages of Xiaohongshu platform are also very convincing. Community gene: from PGC-style one-way export shopping strategy to UGC-style overseas shopping sharing community. Planting Grass Platform: Many stars share their notes with high-quality talents, becoming a famous "planting grass platform" in the industry and also a "gathering place for soft articles". Taobao gets through: Tao Tao's new round of internal testing has realized the docking with the content of Xiaohongshu, which means that you will see Xiaohongshu on Taobao in the future. Accurate flow: the middle-class consumers and above, mainly women, form an ultra-accurate flow pool. So, what are the common operating strategies of Xiaohongshu? Below, the marketing teacher will answer your questions. 1. There is no doubt that the title is very important, which is the key to attracting clicks and assisting the head image. The positioning of Little Red Book is "recording a better life", which its users follow. Users are looking forward to finding new products/destinations/brands that can make them enjoy a better life when browsing Little Red Books, so your title must convey the message of "better life". 2. The first picture needs to be clear and attractive, so I won't talk about it. Everyone understands. Recently, Xiaohongshu's supervision of notes has become more and more strict, but too professional (perfect) pictures will be judged as promotional notes, and too commercial pictures will not be loved by users, so how to grasp the picture scale has become the key. It is suggested that when shooting, there should be real bloggers as much as possible to increase the sense of reality; At the same time, it is disgusting to avoid some recent photos such as skin defects, let alone expect users to click in. 3. Exclamation marks and emoticons are frequently used in titles. The main purpose is to create the effect of "language is not surprising and endless", thus attracting readers' attention at the first time. Something like this: unbelievable! ! XXXXXXXXXXXXword, my god! At the same time, we can also use more expressions or symbols. As far as female attributes are concerned, we prefer exaggerated expressions and rich colors. People who use numbers are more sensitive to numbers than words. By making good use of Arabic numerals, readers can get the core elements of the title at the first time. Something like this: 7 days lying thin 10 kg 2 yuan dormitory artifact 28 days leg length 5CM Through numbers, users can be more product-oriented. 5. Grasping the 24-hour prime time, we all know that there is a certain algorithm for content recommendation like this, and only high-quality notes will be pushed to the top and get a higher display. Among them, "24 hours" is prime time, which is the key to judge whether your notes are excellent or not. If your notes can get a certain number of likes and collections within 24 hours after being sent, the system will automatically judge them as high-quality notes and then recommend them to more users. 6. Keyword layout In addition to ranking, Xiaohongshu also has an important project, which may be your only chance to get a show without relying on the number of likes. That is search, users will get what they want through search. So know how to lay out keywords in the article. Keyword layout is divided into two points: embedded hot keywords and title keywords. It's no exaggeration to implant popular keywords with millions of traffic! So, babies, don't waste it. For example, if there is a "wedding preparation strategy" in the popular search, then you should find a way to make this keyword appear in your title. Title keywords There must be keywords in the title of the article, which is the same as seo. Here we should pay attention to two points: the whole article must be written around one keyword, and don't set multiple topics; Try to add keywords related topics at the end of the picture. 7. The amount of interaction is actually the praise and comments of Xiaohongshu. We should be able to see that the basic interaction at the top level is very large. The better the amount of interaction, the more users like it, and the little red book platform will give it weight and rank it. In the comments on Little Red Books, the weight of comments is the highest, and there are also skills in comments. Try to use this keyword to comment on the copy and improve the keyword density, which is also an important factor that affects the ranking of the notes in Xiaohongshu. Let's take a look at the precautions under the keyword lipstick. Lipstick is a very popular category in Little Red Book, with nearly 654.38+06,000 annotations. The competition is fierce. You can look at the top rankings, and the amount of praise interaction is very high. Click in to see, collect and comment a lot. The above are some marketing methods and skills of Xiaohongshu. In fact, in the operation of Xiaohongshu, the most important thing is ranking. As I said above, Little Red Book, as a natural advertising platform, does not need to worry about whether users will buy it at all, but more needs to care about "how to attract users' attention". Little Red Book's four grass planting methods: red people planting grass and mobile Internet era, the audience's concerns are more and more subdivided, and more and more people are keen on KOL-guided consumption, enjoying consumption preferences and consumer trust. Through the evaluation notes released by KOL, people communicate with each other through comments, private messages, etc. in Xiaohongshu community. , and established the network social relations, including the relationship between the audience and KOL, and the relationship between the audience, which triggered a wide range of network celebrity economy. Different from other e-commerce platforms, KOL has established a content sharing community based on UGC, in which KOL has a large number of fan traffic and lasting fan attention, and they have a strong voice and influence. We can use the powerful voice and influence of KOL in Xiaohongshu to implant the brand product image into the impression of fans. The brand gains considerable popularity and search volume from Xiaohongshu platform, which can greatly improve the exposure and conversion rate for the brand. According to a study by Internet celebrities, 865,438+0% consumers will influence their purchase decisions because of high-frequency content. Therefore, if you want the brand to be exposed quickly in Xiaohongshu, the key point is to combine KOL and create a "phenomenal screen" for the brand with high-quality dry goods. First of all, through big data analysis, portrait of the target population and keyword data of peer competition, the topic is conceived and initiated. Then many kols sent notes on planting grass together to attract more kols to participate and form a unique UGC atmosphere. At the same time, let KOL interact with fans, with the help of fans, expand the influence of the topic to a greater extent, and then push the topic to the hot spot according to the content recommendation mechanism of Xiaohongshu platform. After the screen is linked layer by layer, the purchase link of brand goods is implanted into KOL's notes on planting grass to further increase the purchase rate. How do stars recommend Little Red Books? That is, when stars enter the platform, just like Tik Tok, they rely on the traffic of stars to guide the platform. It can be said that star recommendation is a major feature of Xiaohongshu. At the same time, the recommended products can easily be given the label of exclusive recommendation by stars, without considering their likes, rankings and other issues. Users will follow suit in minutes. Moreover, there is not much commercial flavor in the star's little red book recommendation notes, and it is more a personalized recommendation. These personalized products are recommended by celebrities in the form of pictures, texts and videos. , increase users' trust in goods, and convert it into the direct purchasing power of the brand. The basic operation mode of Xiaohongshu is 0 1. Accurate positioning We can just find a little red book and analyze its contents. We can see that the content is very vertical, and all the output content is around the positioning center. So, what is the first step for beginners to make little red books from 0? Of course: positioning! I suggest you think about what to do in advance before you start to do the content. Can you stick to it? Think these questions carefully before you start. Beginners suggest that you choose your field of interest, so that the content you are interested in will persist for a long time, and it is not easy to give up halfway, which is of great help to insist on doing business. 02. Comply with the operating rules of the platform. No matter which platform you operate on, you need to abide by the platform rules and have a certain understanding of the operating rules, especially for new numbers. It is wrong to deduct points just after operation. Once deducted or warned by the platform, the later operation will be very easy to limit the current. The most common illegal operation is content "drainage". It is unacceptable to have contact information in personal profile, content, private letters and comments. This is a novice's pit, so be sure to pay attention. 03. share the content sincerely. Xiaohongshu is positioned as a platform for planting grass. Not all content forms are suitable for publishing in Xiaohongshu, so the output content also needs to be shared. The user group of Xiaohongshu tends to be younger. They are very concerned about new things and content professionalism. They want to pay attention to a professional sharing blogger, not a "porter" whose content is randomly arranged. Therefore, from this perspective, what we need to do is to do professional content with a sharing mentality. 04. Creating a Personal IP Personal IP and account positioning are actually very similar, except that IP is an image that makes others think of you when they mention related content. For example, when they say "Hi Yo", they think of Sister Mao Mao. This is IP, but what needs to be known is that it is very difficult for novice accounts to build IP in the early stage, but what is needed is to insist on exporting their own characteristic content and have characteristics in their own business fields. Functionality is a key factor that stands out from many customers. In addition to the quality of content, distinctive content can highlight itself. To start the operation of Little Red Book, what we need to do is to persist. Now every new media platform has some resistance from the new number. Many people can't stick to it for various reasons because the data is not ideal, but most new media operations can only be effective after long-term operation. Therefore, the best mode of operation is to keep a good attitude and output off.