Xiaohongshu is a lifestyle platform for young people, with monthly active users 1 billion+. It is often called "the largest high-value grass planting platform" by marketers, and it is also a position for netizens to share their exquisite life. As we all know, Xiaohongshu is dominated by female users, accounting for 64.3% of female users and 35.7% of male users. Its core age group is 24-35 years old, and users under 30 account for 64.7%. 202 1 little red book content marketing data insight white paper 1. What kind of target is suitable for launching Little Red Book? Xiaohongshu is more suitable for some female consumers, such as skin care, make-up, accessories, mother and baby, bags, food, clothing, shoes and boots, and can produce high-quality exquisite pictures for brand product promotion. Merchants can implant brand product advertisements through short videos, pictures and words, thus playing a good publicity role. In addition, according to the summary of Squidward Tentacles's brand launch in Xiaohongshu in recent years, the brands/products effectively launched in Xiaohongshu have the following characteristics: 1, brands that are not in a hurry to transform; 2. High-value or novelty products; 3. Products that match the portraits of users of Xiaohongshu; 4. Products with customer unit price higher than that of 30 yuan; 5. Own brand; 6. Have a perfect first-class e-commerce operation team; 7, want to do brand precipitation, want to build a brand. 202 1 little red book content marketing data insight white paper ii. How does Xiaohongshu promote products? How to promote the little red book? At present, the common promotion mode of little red book on the market is to publish notes on planting grass through a large number of little red book bloggers. Why do you want to release a lot? We take skin care as an example. The running water of Xiaohongshu Skin Care for nearly 30 days shows that there are more than 400,000 promotion notes in the current cycle (this is still the data during the special month of the Spring Festival in 2022, and the data will be higher after the official start). Imagine if you only send a few short messages, how can you compete with hundreds of thousands of short messages? Among many promotional notes, those you sent are like a drop of water in the sea! The chairman of the board said: It is very simple to make a brand now, with 2,000 articles in Little Red Book and 2,000 articles in Zhihu, and the brand has basically taken shape. Thousands of melon data, of course, this is the gameplay of rich brands. In fact, most brands don't have such an adequate budget, which requires careful planning by marketing companies, from the launch strategy of bloggers to the strategy of screening talents, to the output of high-quality content, and finally to the refined launch. Only by doing it step by step can we achieve the effect of being small and broad, thus gaining the favor of the platform and users. Aside from the data of thousands of melons: Due to the low barriers to entry of Internet promotion companies, many so-called "professional small red book promotion companies" in the market are selling resources to cut leeks, and fooling brands with insufficient budgets under the guise of low prices. In fact, they have no practical experience at all and do not understand the rules of the platform. They only know a lot of resources, and finally they don't see the notes. What good results can they expect? In the end, it damaged the brand and ruined the reputation of the industry. For a regular marketing company like us, it was miserable. I hope that brand owners can wipe their eyes and find regular marketing companies to promote them. Don't take price as the only selection criterion. Quality is the unchangeable truth of every penny! 202 1 little red book content marketing data insight white paper iii. How to evaluate and define the effect of launching Little Red Book? The "effect" of the promotion of Little Red Book is mainly measured from the following three levels: 1. After the notes are sent out, the platform actively recommends them to users who it thinks are "interested" in your content, and how many people read the notes, that is, the true exposure of the notes; The more notes you send, the more users you recommend, and the greater the exposure of your brand products. Imagine, when you see a product in Little Red Book, it seems that all bloggers are recommending it. Would you be interested? Or, do you have a deeper memory of this product? 2. Many people regard Little Red Book as Baidu. When users search for a demand word in the little red book, your notes can be displayed more on the search results page. When your brand products frequently appear in front of users, users will remember you more easily and have a better chance to choose you. Of course, in addition to a large number of notes, it is also necessary to make a reasonable layout of keywords in a wide range. When I take notes for the brand, I first pull the keywords from the internal platform for comparison, screen out the high-frequency hot search keywords, and combine them with the product words in the notes, so that it is easier to be searched. 3. Start monitoring the background data of e-commerce before placing an order until half a month after placing an order. In particular, it monitors data such as traffic source, incoming volume, keyword search volume and conversion. What is the data before promotion and what changes have been made to the data after promotion? In this way, we can evaluate the effect of promotion, and finally decide whether to adjust marketing strategy according to the data. 202 1 little red book content marketing data insight white paper iv. What are the promotion methods of Little Red Book? 1, bloggers at all levels plant grass: amateurs, KOC, middle-aged, KOL, stars. 2, information flow advertising: you can log in notes, product pages, forms. There are two ways to launch, one is personalized push for accurate people, and the other is accurate keyword search display. The former charges according to thousand exposures (CPM), while the latter charges according to one click (CPC). Opening an account requires relevant qualifications, prepaid consumption, and some industries prohibit it. 3. Professional number operation: This is a long-term investment project. Brands eager for success should be carefully considered. Don't think about being a fan who will grow by tens of thousands or hundreds of thousands in a month or two, not to mention how many customers you can convert at the moment. If you are in a hurry to transform, it is recommended to cooperate with the advertisement of information flow, and the effect will be ideal. 4. Explore offline stores: If there are physical stores, you must not miss them, especially local life services, such as catering and tourism. The effect of shop exploration is very good 5. Online celebrity live broadcast with goods: At present, only the link of Xiaohongshu Mall is supported, and other platform links are still in internal testing. 202 1 Little Red Book Content Marketing Data Insights The above white paper is relatively common and has practical significance, and it is also a promotion method that most enterprises can afford. There are many other ways to play, so I won't go into details here. Specifically, we should customize the marketing plan according to the actual situation and needs of the brand.