Now the consumption characteristics of the whole market have undergone earth-shaking changes. Simply relying on celebrity endorsements, promoting brands by celebrity popularity and seeking growth by exposure are no longer in line with the tastes of the younger generation of consumers. The mode of "planting grass" is increasingly becoming the choice of young people. As can be seen from the most representative "Planting Grass" APP Xiaohongshu, a new generation of consumers no longer care about the brand's exposure and fame, and the real word of mouth has become the focus of consumers' attention. Pro-test, measured notes on planting grass and videos of KOL and KOC bloggers have become important factors influencing consumers to buy products. The word "planting grass" originated from various beauty forums and communities. With the rapid development of mobile Internet, it has spread to social media and e-commerce platforms such as WeChat, Weibo, Taobao and Xiaohongshu. It means "the process of recommending something to others and making another person like it", from which we can see the change of the whole consumption characteristics. Planting grass marketing has become an important brand promotion channel. According to the report released by AdMaster, 865,438+0% advertisers are increasing their investment in social marketing, with an average budget increase of 265,438+0%. Among them, Xiaohongshu's marketing focuses on KOL and KOC grass notes and short videos, and 60% of brands choose KOL Daren and KOC amateurs as the focus of social marketing. Behind such a high-growth investment is the brand's real KOL talents. According to statistics, about 40% consumers will choose to buy products after reading KOL promotion articles, and many KOC bloggers repeatedly recommend products in communities with strong grass planting atmosphere, and the consumption behavior of fans will be strengthened again, which is also the key to the rise of grass planting marketing. Compared with traditional celebrity endorsements, tens of millions of endorsements are enough for brands to find KOL bloggers who focus on a certain field for more vertical promotion. Although KOL's fan base is not as big as that of a star, with the help of KOL's key opinion-oriented right in this field, it has provided more credible endorsements for brands and products and achieved more accurate promotion results. At the same time, the brand can also cooperate with a large number of KOC bloggers at a lower cost to create a grass planting atmosphere on the community platform. Hundreds of KOC grass-planting bloggers, with low cooperation cost, can win by quantity, and concentrate on the platform of Xiaohongshu, so that KOL grass-planting effect can further penetrate into consumers' psychology and provide assistance for higher conversion rate. Low-risk dispersion As mentioned above, the influence of stars is wider than that of KOL. When choosing celebrity endorsements, brands want to use the influence of celebrities to spread their products and even their values. Therefore, when choosing stars, most of them are consistent with their tonality and values. But in recent years, we have witnessed the collapse of too many celebrities. Comparatively speaking, KOL's influence is limited to a specific circle, even if there is a man-made collapse, the impact on the brand's own image is relatively small. The lower price makes it possible for the brand to choose more talents to cooperate, and choosing more KOL and KOC bloggers means that the brand can be interpreted from a more diversified perspective. Xiaohongshu's grass planting marketing has shown unimaginable influence. With the support and cooperation of KOL Daren and KOC amateur bloggers, many brands have embarked on a mature, efficient and refined marketing road of planting grass.