1, online celebrity linkage screen.
A study shows that 8 1% of consumers will influence their purchase decisions because of high-frequency content. Through big data analysis, portraits of target groups, and competing data, the "Amway" from one online celebrity to dozens of online celebrities attracts kols from all walks of life to form a unique UGC atmosphere, simultaneously launches fan interaction activities, and generates viral fission with the help of fans.
2, star KOL explosions recommended
Users have gained a sense of "identity" and "substitution" in their long-term attention and investment in KOL, which has generated a sense of value and emotion and made users willing to pay the bill. Through the recommendation strategy of star KOL explosion, it can not only help the brand get massive exposure, efficient traffic and good reputation, but also get real sales transformation.
3. Evaluation of Red Man's Planting Grass
In the era of mobile internet, people's interests are more and more subdivided, and more and more people are keen on consumption guided by red people, enjoying consumption preferences and trust.
People communicate with each other in the interest community through the product evaluation content released by the red man, and establish online social relations, which in turn leads to a wide network celebrity economy, which is established by users' sense of belonging and identity with online celebrities. On the platform of Little Red Book, whose content is completely produced by users, the powerful communication effect and the extremely low marginal cost of the community itself make it very easy for online celebrities to expand outward and plant grass more easily.
In the specific planning stage, it is an effective way to improve the marketing and promotion effect of Xiaohongshu by holding activities to promote the brand according to the attribute characteristics of KOL fans, making detailed activity plans before the activities, and making in-depth plans for the drainage, landing and transformation of fans.
Planting grass is a technical activity, but there are also routines, such as the star/variety show mentioned above; Use the hot topics in the category, everyone is suitable, and beauty has a miraculous effect; Doing things suitable for old brands and pushing new products.
At the same time, planting grass with multiple themes and nodes: dating on Qixi, traveling on National Day; Planting grass in the scene: rainy season, changing seasons in autumn and winter, dating out; Planting grass in the circle: fitness experts, beauty bloggers, food bloggers. The effect will be better.