Bloggers planting grass has become the core means of brand marketing of Xiaohongshu, and it has also spawned a large number of MCN institutions. For a new brand, how to find the right talents and let the blogger Amway own products is a headache for many operators. Today, this article gives novice businessmen how to find high-quality bloggers in Xiaohongshu under the popular science. The full text is divided into three parts: the classification of talent accounts, judging the quality standards of talents, and how to screen talents. I. Classification of Daren Accounts Xiaohongshu bloggers are divided into four categories: head kol, waist Daren, junior Daren and amateur Daren. Kol (number of fans > 50w) has two kinds of influence: star and blogger. With the help of fan effect, they can quickly establish brand awareness, such as Jelly Lin (1004W powder), Shi Chengan (682W powder), Di chili pepper (137.7W powder) and other bloggers; Waist kol (number of fans 10w-50w), with strong grass planting, high professionalism and good verticality, is a brand endorsement, establishes word of mouth and plays a role in users' purchase decision; Tail kol (number of fans 5K- 10w), through the real product experience, creates a strong grass planting atmosphere and creates a hot-selling state; Amateurs (less than 5000 fans), increase brand exposure, and form an atmosphere of amateurs planting grass. What is the difference between these four types of talents and how to use the brand? Chen Lin, CEO of Dust Invasion Culture, once compared this process to "decoration", and different types of bloggers play different roles. Head bloggers are "works of art" to improve tonality, and KOL with good traffic is a "small household appliance" to improve the quality of life. Amateur, spontaneous UGC content solves the hard board and supports the foundation of the whole decoration, which is the key to whether the product is really hot. After talking about the classification of talent accounts, you need to choose which type of blogger to plant grass according to your budget, and then talk about how to judge the quality of talent. Second, judge the quality of talent selection from three aspects: basic data, content analysis and grass planting quality. Figure 1: Basic data of KOL 3D Selection Tool for Little Red Book (1) 1, which is specific to the daily data of the number of bloggers' fans, the median reading volume (recent average reading volume), the interaction rate (3-5% market), the growth of fans in recent 30 days and the trend of judging account growth. 2. The ratio of likes and dislikes mainly depends on people's attributes. The likes and dislikes of most accounts are in the range of 10: 1-20: 1, or the number of fans is greater than the likes and dislikes. Generally, there are bloggers with star numbers or super segments, and their quality is relatively high. If the likes and dislikes ratio exceeds 1, it is higher. 3, the authenticity of the account, some institutions will brush the number in batches, all of which are advertisements, and the interactive data is also brushed up. Enter the blogger's homepage to see whether the content is all business notes and whether the comment area is all comments from other business people. If there is, it is probably the marketing number. (2) Professional quality 1, and talent matching degree refers to the matching degree with brands/products on the one hand, and the fitting degree between users' portraits and their own brand audiences on the other. The matching degree between Daren and the brand can be found through Daren account homepage, dandelion and third-party analysis tools. Portraits of Daren fans can be viewed through dandelion backstage. For example, according to the fan portrait of beauty blogger "Fun Fun", female users account for 92.3%, and male users account for 7.7%, focusing on users aged 18-34. Users' interests are mainly fashion, beauty and food, and most of them are in Jiangsu, Zhejiang and Shanghai. Figure 2: Matching degree of Little Red Book Merchant 2. Which brands have been promoted, quotations and CPE check the brands that have cooperated through dandelion backstage to see if there are any competing products of their own and how the interactive data is. You can also see the blogger's graphic and video quotations directly on the homepage. Figure 3: The data and quotation of interesting dandelion are currently in the dandelion background, and only the single price of the blogger's graphic and video reading can be seen. The reading unit price of his notes is calculated according to the quotation of Daren and his average reading. Figure 4: Interesting dandelion background data Regarding whether the quotation of bloggers is reasonable, the market usually uses 10% to get the quotation, which is not very reliable. The number of fans is more for reference, and the brand depends on the segmentation of bloggers, iP stickiness and note quality. Please refer to the figure below for the specific quotation. Figure 5: Let's talk about cpe in the blogger's citation list. It is the average interactive volume of Daren's quotation/video notes in the last 30 days. According to the third-party data, take the gray dolphin platform as an example. After entering the blogger's homepage, you can see the CPE of the blogger's graphic video, such as music CPE video and graphic video. At this time, you have to think about what type to use. Figure 6:Ququ- Grey Dolphin Data (3) Grass Planting Quality Here, we mainly look at the previous content of the blogger, look at the previous notes, whether there are good business notes, and also look at its material production ability. Title: Is it the title party? How about choosing a topic in the past; Picture/video quality: content material ability, picture quality, video editing technology and content packaging ability; Copywriting: Have the ability to write high-quality copywriting, but the general amateur copywriting ability is relatively poor, mainly depending on the cost performance. At the same time, we can also see how the explosion rate in the past 30 days is and whether there are any good explosions, so as to analyze the content quality of the notes. After reading the basic, commercial and grass planting parts, it is clear whether basic bloggers are suitable or not. Talent screening method can be used to screen talents in Xiaohongshu, through Xiaohongshu APP private letter, dandelion platform and service provider. (1) The first little red book app directly searches by category keywords. For example, if the brand is in the category of tea, you can directly search for tea keywords. You can look at the homepage. After you feel good, the system will push the same type of bloggers, register more trumpets and go to private bloggers. Figure 7: Ways to find talents on the home page (2) Dandelion platform searches for bloggers' nicknames through Dandelion platform, directly searches for bloggers' "Xu 9", and then views its operation data in Dandelion. Figure 8: Dandelion's method of finding talents. Then enter the blogger's homepage, and you can see his basic data, quotations, brands he has cooperated with, user portraits, note trends and so on. Figure 9: Huang _ 9 quotation. In addition, dandelion platform has two modes: online recruitment and * * * creation. 1. On the basis of the one-price cooperation mode of recruitment cooperation, the brand takes out a fixed budget, allowing the platform to select opportunities and choose suitable bloggers. After the blogger gives the creative point, the brand owner chooses against it. 2.* * * Create an effective content trading model launched by Dandelion Platform. After the brand completes the Brief, the platform will be released, and then the blogger will register, which is somewhat similar to various announcements in the market, but it can be charged according to the amount of reading. Figure 10: Little Red Book * * * Create an example of cooperation mode * * * Create a cooperation mode, and finally determine the list to be launched through brand ordering, blogger registration and brand screening. Figure 10: Little Red Book * * * Create a cooperation process (3) Bloggers/service providers recommend bloggers to have their own blog circle, and they can interact with bloggers in a friendly way, so that bloggers can recommend some high-quality talents around them. Brands should still be screened with an objective attitude. Service providers recommend the first MCN organization to enter, and need to find some experienced individuals PR. Now many institutional accounts are basically marketing numbers. If you can find a personal PR with strong ability and information, you can also find a PR with good data. Summary: With regard to the selection of talents, we must first determine the brand stage, what type of talents to look for, and at the same time screen talents according to their basic indicators to see if they meet the requirements. Finally, we can find suitable talents to plant grass through private contact, institutional cooperation or dandelion platform recruitment.