Today I mainly share two parts. The first is the analysis of the brand marketing advantages of Xiaohongshu. The second part is to solve the traffic growth dilemma of Xiaohongshu, including how to create popular notes of Xiaohongshu, the precise delivery skills of Xiaohongshu brand, and the drainage design. First, everything can grow grass, and the analysis of the brand marketing advantages of Xiaohongshu can be summarized as three points. First of all, investing in little red books is very different from ordinary advertisements. The general advertisement may be over when it is over, but Xiaohong is good at planting grass, that is, as long as your content is good enough, even after a few months or a year or two, you can still get traffic. So if your colleague hasn't done little red book marketing, but you have, and your overall layout is better than his, and you are one step ahead in content precipitation and crowd coverage, then you can better grasp the user's mind and make the product more deeply rooted in people's hearts. Followed by precise drainage. It is very important that accurate drainage allows brands to see the results directly. Finally, word-of-mouth construction. When many girls see a new thing or are confused about which one to buy, she will go to Xiaohongshu for search. At this time, if your little red book content is well precipitated, it will promote the user's transition from discovering you to recognizing you. The brand of Xiaohongshu can bring a steady stream of purchasing power. Second, play the little red book to solve the traffic growth dilemma. Next, I will share with you the actual operation of the marketing of Little Red Book, including understanding some logic and laws behind it. How does Xiaohongshu take popular notes? When it comes to creating popular notes, also known as "explosive articles", it refers to notes with thousands of interactions (likes, collections, etc.). Have you ever wondered what went wrong when everyone went to look for the little red book but it didn't explode? In fact, most of them are content issues. The content is divided into title and cover, and we need to know the whole set of things behind. At first, we can see how others write, but we can't imitate others forever. As a content planting platform, if you want to create popular notes, you must first formulate content strategies. I told you at the beginning that the long tail effect of Little Red Book is very advantageous. Its content exposure is not one-off, so the content quality must be guaranteed strategically. In addition, our content should be able to break the psychological defense of users' purchase. When the user is hesitant to buy a product, if someone has already made a product layout in the little red book, then the user's transaction probability is relatively high. There is also the need to establish a moat of brand content, which is very important for brands that want to go to the next level after the sale stage. In the face of peer competition, if you have established a content moat, it will be more difficult for the other party to attack you, and the platform of Little Red Book can give the brand this ability. Did you find that some big brands began to lay out little red books three or four years ago? Someone asked me that the bonus period of Little Red Book has passed. Is it too late to see this film now? There is not a saying that the best opportunity is ten years ago, followed by now, so it is still useful to put little red books on it. There are several key points to grasp when formulating content strategy. The first is matrix play; The second is circle marketing, that is, packaging our product selling points according to the characteristics of people in different circles; The third is to create content that users like, which is also our focus today. Let me introduce you to a case of The Matrix, which is about Moby's smart toilet. During the period of 6 18 this year, it ranked in the top 9 categories of Tmall 6 18. Since 20 18, this brand has been laying out little red books, the contents are all created by itself, and the accounts are all hatched by themselves. It hatches 100-200 accounts. In terms of content, the brand will study the published notes. If it finds that users are interested in a note, it will create it twice, create it three times and copy it in batches. Therefore, the gameplay of matrix is to deeply study a certain group, master the content that this group likes, and then implant its own content. For example, Moby smart toilets are mainly aimed at the post-90s generation, because the post-90s generation is the main force of decoration now, and they are more likely to collect such contents, and often they are still in the decoration stage when they collect these contents, and they have not bought home appliances, which means that businesses can make a good layout for this group of people in advance. Here, let's take a look at the specific precautions of their family. This brand has many numbers, but it doesn't have to be called Moby smart toilet. Just focus on the content that the target group is interested in, the selling point of the product and some extended content. Of course, this is just an example for reference. Let's see how people in the market make little red books. In the whole process of content planning, first of all, it must be specific content planning, such as crowd research. I always think that managers are more important than managing products, and you will find that most of the things you can do are serving people. Another example is the scene. The little red book notes of the smart toilet that I showed you before may have created a scene of preparing to decorate a new home after 90. The second is content testing. Many people do something without thinking of testing it first to see if it is effective. Many rules of the little red book platform will be adjusted, so you can only test it yourself, not to say that it has always been like this. When I say yes, you will immediately start a large-scale launch. Can be tested in a small range, and the effect is good. With the sample, it is very important to copy and enlarge the third step. Finally, the optimization of complex disk. We have to evaluate whether the content put in front is feasible, what can be further optimized and so on. With regard to the creation method of explosive articles, we should first analyze the good and bad places by in-depth case analysis, comparing the excellent notes and the bad notes on the market. Secondly, if we are more detailed, we will disassemble a note, including its title, cover and copy, and clarify the logic behind it. Finally, sort out a set of formulas and templates and make them in the form of fill-in-the-blank questions, so that whether you write your own notes or your team is doing it, you can ensure the effectiveness and scientificity of the whole process. Doing any marketing is the same, and it must be justified. So what is the underlying logic of the explosive content? First, the explosive articles of Little Red Book belong to tutorial category, raiders category and collection category in content selection. Secondly, in terms of methods, it is useful to rely on the celebrity effect to accurately locate the crowd, create vivid scenes and grasp the time period. Third, it is very important to grasp the user's emotions. Fourth, we should also strive for some icing on the cake and consider how to make the content better. Now use a specific case to analyze the content of the explosion. First look at its title and cover. The title of this explosion is "Double Eleven Stocking List for 20-year-old Female College Students". The positioning of the crowd is very clear, with gender, age and identity delineated in front and crowd demand delineated behind. It can be seen that this topic is regular and can be directly used for reference in the future. For example, for the double eleven, we can draw a note called "30-year-old female double eleven stocking list". Then the cover of this note is also more scene-oriented, which is a very rich collection of cosmetics in kind, and it is easy for people to have the desire to go in and find out. Then there is the inside page of the note, the cover is called the head, and the picture inside is called the inside page. We should go in and see how people present content. There is also a data analysis of notes. Generally speaking, Zando means that everyone likes it. If there are many collections, they generally belong to dry goods. Let's look at another note. Just mentioned that we can use the celebrity effect. For example, this note is based on the star effect of "Ju Jing _", and the title is directly "Ju Jing _ Imitation Makeup 2.0 The Importance of Manual Eyebrow Modification", which contains two major elements. The first is the celebrity element; The second is the dry goods element, that is, "teach you to change your eyebrows by hand." The word "freehand" can be extracted, which can be used in the promotion of many beauty products. This note is summed up as a paradigm of "celebrity+action+result", and the cover is the result, showing the whole makeup effect. Then the inside pages are written in detail, such as how to draw eyebrows and lying silkworms, and how to solve the hairline problem. There are tutorials on the inside page. It is also particularly important that many explosive contents of Little Red Book are "solutions to lazy people's problems". In the future, when you create content or cooperate with bloggers, you will follow this principle and seize the common pain point of human inertia. As for how to add icing on the cake to the content, it is to pay more attention to details on the basis of your original content. For example, your notes are related to a certain part of your face, such as eye shadow. Then we can add an enlarged eye contrast picture to a photo of the overall makeup, which will attract more attention. Then we look at the title, "Supernatural eyelid inversion, eye magnification 2 times, with detailed tutorial". What is its structure? First of all, "under the supernatural eyelids" is the main dry content that notes want to convey, and its effect is "double magnification of eyes", thus stimulating users' interest and attracting users to click "detailed tutorial". The overall content is also a collection of tutorials and raiders that meet the needs of small red book users, and such notes are more likely to become explosions. Of course, the "small explosion" depends on us to grasp the law of explosion, and the "big explosion" depends on luck besides human factors. Next, I will analyze how to grasp the user's emotions through the small red book explosion notes in the maternal and child section. If your product is a mother and baby, there are many emotional points to grasp. For example, this kind of note captures the possible opposition between a female friend who is a new mother and her mother-in-law, and emphasizes that this kind of dry goods can be "shown to her mother-in-law", making this kind of note more interesting. Besides mother and baby, other notes are the same, and keywords such as "boyfriend", "girlfriend" and "husband" can also stimulate users' emotional points. Look at this title again, in addition to explaining that the main content is "42-day moon meal", it also guides users to print it down and "stick it in the kitchen and eat it according to it", so as to truly put the contents of the notes into life and make the content more penetrating. This is actually secretly guiding users to collect notes, rather than saying that it will end after reading it. For example, the collection of this note has exceeded ten thousand. And the target group of this note is Bao's father. First of all, its cover is very impactful. Generally, such groups are more anxious when their babies are sick. When they see such a cover that says "no injections, no medicine", they will easily click in and read it. Although it is a product promotion note, people have also written very detailed dry goods, and the scene of the baby being sick can also be welcomed by the corresponding people. There is also a note that is not embedded, such as this one about baby medical insurance. Because parents have to go to many places to apply for medical insurance cards for their babies, someone has already arranged it for you. You just need to collect it and do it, which is in line with the principle of "providing solutions to problems for lazy people". There is also a kind of note in Little Red Book, which has a clear title, that is, it does the opposite, unfolds in the form of self-mockery, and the content is reversed, sometimes better data results can be obtained. For example, this article is entitled "Don't believe it! The hot moms in Little Red Book are all liars! ",in front of the content is what hot mom doesn't go to work every day, don't eat every day and so on. And then users really want to know the content of The Secret Behind, which is also to attract users to read, and finally tell you that in fact, hot mom stays up late to work overtime every day, resulting in dull skin and so on. , the content is reversed. So the shell of the content is also very important. For example, there is a word called "sugar-coated cannonball". You can understand sugar coating as the content that the target group is interested in. The cannonball is what we want to give. You have to have a shell to attract users, and finally you can highlight your own content. If you are a cannonball when you come up, users will definitely be scared away by you. If you understand this, this method can be used for reference in any plate. If you are creating wearable content, many explosion notes in Xiaohongshu are directly put into the store screenshot. Do you think this is not a promotion? But people are also sharing sincerely. You said it was an advertisement, but it was also the content. Therefore, this model can be boldly referenced. There are also some notes that are screenshots of the store. Although it is obviously an advertisement, it is undeniable that its content can help some users. Users can collect and buy, without having to search for it themselves. Take food and drinks as an example. In fact, the food shared in a note may be embedded with many products from your own home, but this sharing can really meet the needs of the target users. Although the current users are much smarter than before, people may not believe you when you share it, but it is really difficult for people to guess whether I am advertising or sharing it sincerely. There is also a food tutorial class. You have to make a food. The things presented in that note, even pots and pans, may be our implanted products. Like this note, it also takes advantage of the star effect. It didn't mention this star, but put some film and variety clips on it, but users will see it themselves, and then the following dry food tutorial of food practice may be implanted into some of our products. Next, this note is about the practice of New Year gift packages. Its most prominent place is the scene, which is also one of the secrets of creating a little red book-grasping the time period. Generally, we will dig and analyze the hot spots of last month and this month. Like recently, the Mid-Autumn Festival is undoubtedly a topic that can be used. Like many posts sharing moon cakes, you can find that every year is a reincarnation. Like this note, it is actually dry food, but it adds some topics, such as "feed your girlfriend" and "homemade New Year gift package". In addition to holidays, you can also grasp some topics that suddenly emerged at time nodes, such as yyds, which was suddenly popular before. At first, everyone didn't know what it meant, but someone would definitely be interested in it. To sum up, about how to create popular notes in Little Red Book, it is still the same sentence: business people are in front, products are behind. Although I have just talked about many methods, the core is still people. After you study the preferences of this group of people, it will be very easy to create content.