1
Is it true that Xiaohongshu grows grass?
The notes under the label "Discovery" of Little Red Book can get hundreds of millions of exposures every day. The number of likes and comments of the notes can express the user's liking, so I started to brush the notes in the discovery area directly.
"Recording my life" really lives up to its reputation. Recommended me clothes, maintenance, skin care, fitness, books, movies and other related content. After brushing, I began to feel that something was wrong, and the routine was a bit deep. It is understandable to put the name of the store on the wearing notes. Go to the store if you like. It is an accurate drainage method. Users can buy or not buy according to their own interests.
However, the following grass planting notes lying with your eyes open are too hard.
(1) Most of them are maintenance cheats for girls who are around 20 years old and have IQ tax.
This note, which has been praised for more than 30 thousand, can be called the hardest hit area of IQ tax.
The blogger said that cod liver oil is essential for staying up late and can improve immunity. Eating this can improve eyesight and relieve eye fatigue, which is necessary for students' parties or overtime workers. But after a little investigation, we can find that the real function of cod liver oil is to supplement vitamins A and D needed by human body. Adults who are not short of these two vitamins don't need to eat at all, and eating too much is not good.
Can you take anti-sugar pills to get rid of acne, anti-aging and jaundice? Even Xinhua News Agency. Com stamp certification pay IQ tax.
Calcium tablets grow taller, cod liver oil improves eyesight, and anti-sugar pills remove acne. And the effects are all made up. Bloggers can cheat so many likes and collections just by taking out the panic point of 20-year-old girls and using a set of health care products casually. Moreover, there are not a few such notes in Little Red Books, and they are all new forms.
(2) On the surface, it is a diet book. It's actually a recommended cream. The blogger shared his experience of losing weight and told everyone to keep exercising and stretching. But the real purpose is only to promote an essence cream, and the traces of soft text implantation should not be too obvious.
(3) Recommend hairstyle, just to implant shampoo.
Share what face is suitable for what hairstyle. When the topic changes, besides the choice of hairstyle, the choice of shampoo is also very important.
(4) Emotional tutor, the purpose is to drain the powder.
It is suggested not to say that the purpose of draining powder by a few pictures is true, regardless of whether the blogger is qualified or not.
On the other hand, these notes in the little red book are planted with grass, and the traces of soft-text advertisements are not light. Why do they always fall for it?
2
Why do people believe it when it is an advertisement?
These notes of Xiaohongshu can successfully plant grass, which is inseparable from the youthfulness of its user groups.
Through a series of accurate fan marketing on 20 18 for Even Trainee and Creation 10 1, Little Red Book quickly entered the youth market.
According to the survey report, Xiaohongshu ranks second among the mobile shopping applications that young people like after 1995. Among the people who use little red books, people aged 24 and below have accounted for 2 1.4%.
When shopping, young people pay more attention to the quality of goods and choose products efficiently, which is extremely emotional. These people have a greater demand for beauty and a slightly weaker ability to distinguish advertisements. They are more likely to believe that the blogger of Little Red Book Notes is "girlfriend planting grass". Exquisite pictures and very daily descriptions further reduce their psychological defense, and it is more natural to be planted with grass.
three
If you want to grow grass, you have to rely on superb copywriting routines.
Planting grass, superb copywriting routines are essential. (1) Storytelling: McKinsey Storytelling Rules SCQOR Process
Richard Cotton, the content and creative director of Coca-Cola Greater China, has always believed that storytelling is always the most powerful weapon in marketing and advertising.
McKinsey defines a good story and a good storyteller. An excellent story generally includes a description of the protagonist's current situation, the protagonist's struggle and the protagonist's final conclusion. Every convincing little red book note blogger is an excellent storyteller. They will vividly describe the process of the protagonist overcoming difficulties. Basically, every story conforms to "setting the situation-finding the problem-setting the topic-overcoming the obstacles-solving the ending".
Take a whitening article as an example. The setting of the story is that a girl was criticized by her mother at an early age. She went to Japan to study, met a huge white roommate and learned whitening skills from her. It is said that natural yellow and black skin can be useful.
Since the theme is yellow and black leather counterattack, then the question comes: how to whiten. Any method of smearing food on the face of popular science is a pit, which is easy to breed bacteria, which not only shows obstacles, but also increases the trust of users.
Next, it is the main solution. The description of the solution is also full of twists and turns. Only after a failed attempt can the "real" useful method be highlighted.
A story-telling method is used to solve a problem that puzzles everyone, including dry goods science popularization, detour description, result description, picture comparison, and very vivid description, which makes the whole incident convincing.
(2) Add a scene description
Drinking with friends is not easy to get drunk. Drinking too much can speed up hangover, bring it into life scenes, and make it easier to plant grass.
(3) Add sensory description
Little Red Book's success notes all have this feature: whether I use them or not, I can create a feeling that real people have experienced. The mushy texture, with a faint plant fragrance when opened, is easy to spread ... These sensory descriptions are also to create a sense of reality.
(4) Add a detailed description
"My mother and I are rushing to eat", "A lot of new hair really exploded above our heads" and so on. These very detailed descriptions can not only give people the feeling of unexpected joy, but also make people believe that this really happened.
four
summary
Whether it is IQ tax or not, the grass planting routines of bloggers in these notes of Xiaohongshu are worth learning.
To sum up briefly, they used at least four routines to increase the success rate of planting grass.
Thank you, Sister PS, for reading this article. I will give you a free copy of PS skin care cheats worth 288 yuan, which will save you 20 years of skin care detours and 80% of the money for skin care products.