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Popularization Skills of Little Red Book "Notes on Planting Grass"
In the era of social e-commerce and content e-commerce, brands, KOL talents and platforms (including emerging e-commerce companies such as Shuangwei, Xiaohongshu, Tik Tok and Taobao) are all keen on planting grass. But good grass content can make consumers deeply remember the selling points of products and hand over their wallets; But more often, although the content is sent by KOL, it is only a wave of delivery, and savvy consumers are not so easy to plant grass. Under this trend, let's talk about how Xiaohongshu Grass Planting 2.0 can make users live again. This paper is based on the sharing and arrangement of Wan Yichao, the founder of nib technology, in Barn Entrepreneurship College. _0 1_ Why choose Xiaohongshu Xiaohongshu is a new blue ocean of traffic and a very good platform for planting grass. It is reasonable to plant grass on it, and users are not disgusted. Can bring considerable sales data to the brand. The content form of Little Red Book is closer to the life scene. There will be some good things to recommend and a list of items, so it is reasonable for us to sell goods and promote products on it. The most important thing is that users also like to watch these. Some of my female friends are really exaggerating. They pay attention to some products recommended by network celebrities and network celebrities, and they will buy them, including some beauty instruments. Even if she stopped using it once or twice, she decided not to buy the products recommended by online celebrities, but after a while, she couldn't help but buy them. This is why I made up my mind to make a little red book. Its carrying capacity is really exaggerated. When we see that something is not particularly expensive and then feel it is necessary, we will definitely buy it. This is a set of data. The download volume of Little Red Books ranks first in Apple's social category, and the gender ratio of users is only 10% for men, but nearly 90% for women. Therefore, female users are still the primary productivity of impulsive consumption, and the people who mainly aim at platform goods in Little Red Book are still female users. The biggest difference between Xiaohongshu and Weibo is that after users see the content of planting grass, they know a brand when they have demand, and then choose this brand until they finally place an order. In the platform system of Little Red Book, users can reach the designated position in one step, which is an advantage that Weibo does not have. _02_ Little Red Book How to plant grass is the most common and basic way for Little Red Book. For example, we did a case. The golden knife is an instrument for making beauty products. It turned out to be an OEM, but now it is gradually doing its own brand. The platform it is going to launch is Little Red Book. Our methodology is, first, to analyze the positioning of the product, second, to prepare the content, and third, to screen the matching IP. First, analyze the positioning of the product. The key words of beauty instrument are ultrasonic wave, blackhead removal, pore cleaning and lifting and firming face. We need to define the positioning of this product, then prepare more accurate content, and then use more accurate IP to bring it. Second, prepare the content. The content of Little Red Book is completely different from that of Weibo. The content of the little red book is personalized, such as the cover. The cover of the little red book can be made at will, but it must be eye-catching. The content of Little Red Book must be personalized, and users must feel that we are really using this product. I want to share this state with everyone, with my fans, and with the person who opened this note, so it will be realistic. Third, filter the matching IP. I know that many manufacturers and customers may have had some ideas, and they may have thought about making their own IP. I don't advise you to play by yourself, and I don't advise you to find an agency to run it. When we leave this organization, although IP is still our own, without the support of the organization, we can't guarantee that IP data will not decline. Therefore, the best solution is to find the existing IP according to our needs and accurately match the appropriate IP. Back to the case, when the manufacturer wanted to push the massager, they put forward this demand. I matched it accurately and found an IP suitable for bringing goods to the massager, and then I followed this, which was the fastest. _03_ Notebook Content Operation How to Play Little Red Books There are many content operations. Let's look at the most basic one first, the note category. 1, amateur notes: When I first started writing the little red book, I didn't just number it myself. I must be perpendicular to a certain field, not the whole category. Therefore, we must cultivate a large number of serial numbers, and this batch number is best all amateur. They can start from scratch, but they must be realistic. For example, we saw an elderly mother in Little Red Book, and she shared something with us. The photos and copywriting she took were particularly sincere, giving us a sense of sureness and making us feel real. She really used this product before sharing it with us. This is the importance of amateurs, this is a real pure user orientation, a sharing of real experiences and feelings, and this is the crowd focus of Little Red Book. 2. Amway articles: On the platform of Little Red Book, the Amway articles or notes we send are basically popular. As long as the content is true, it is not an advertisement, and the account quality is ok. This popularity does not mean that we have bought these resources, but that the little red book platform will push them by itself. The content of the article must not be soft and general. I have met many people who have just started to run Little Red Books. They take a fancy to the little red book because they want to bring goods, so the content is also very direct, and the product page is sent directly. But the users of Little Red Book don't care about this parameterized thing, what they want to see is the user's own state and real product experience. It's better for our avatar to be a real face, and it's best not to leave contact information in the content introduction, and it's not too commercial, so users will feel fake after reading it. Must have a very real feeling, the core point is to be true. 3. Soft and wide advertising: We can't be so direct in advertising, but there are still some methods to edge the ball and some opportunistic methods. For example, we can ask the name of the store in the comment area with a small number or buy a link, and then reply the name of the store with a large number in the comment. This is a relatively simple and direct way, but it can be done and the effect is very good. The most important thing is that Xiaohongshu can send an official link directly. When we establish brand cooperation with Tmall or JD.COM, we can directly see what the products mentioned in the remarks are, and click to buy them directly. This is the most formal method, and the traffic will definitely be great. _04_ How to operate the content of copywriting? Then let's take a look at the content operation of the copy. 1. Stars bring goods: There are many stars on the little red book platform. They are cooperating with the platform of Little Red Book because of their own traffic. When he brings you a product, even if the premium is high, his fans will still accept it. Stars endorse their own products, and fans will feel that idol-certified products must be reliable. I will definitely buy it when I am close to my idol, not to mention the photos taken by my idol and the used products. 2, experts plant grass: in the little red book, the content of chicken soup is not easy to be popular, there is no dry goods, users will basically not open. But experts' articles about planting grass are relatively easy to catch fire. It is highly knowledgeable. It may be fragmented notes, but it must be dry goods or tutorials with strong knowledge, and it is best to be easy to understand. When we tell a very complicated thing to fans in an easy-to-understand way, they will absorb it more easily, and fans will naturally pay attention to us because they think they can get something and information from us. This is professional grass planting. 3. Targeted sales: There are also targeted sales. Be sure to clarify the needs and development direction of users, and then share our real experience. For example, when we promote a skin care product, we must match our skin quality or skin condition according to the efficacy of the product. The purpose of this is to accurately locate the users that the product wants to serve. _05_ How to promote the little red book with good content operation, we must learn to promote the brand, so as to give full play to the advantages of planting grass. How to do it specifically? 1, linkage screen. A study shows that 8 1% of consumers will influence their purchase decisions because of high-frequency content. For example, the outer circle conceives topics through big data analysis, portraits of target people and competing data of peers. From an online celebrity to dozens of online celebrities, "Amway" attracts kols from all walks of life, forms a unique UGC atmosphere, simultaneously launches fan interaction activities, and generates viral fission with the help of fans. After realizing full media coverage through the linkage of screens, those effective and valuable consumers are screened out, which is the meaning of screens. 2, star KOL explosions recommended. Users' long-term attention to KOL will give them a sense of identity. For example, after I sent more notes, many people came to ask me questions about electronic products or digital products in private. They agree with my understanding and think that what I recommend must be reliable. This explosive recommendation strategy can not only help the brand get massive exposure, efficient traffic and particularly good reputation, but also actually get sales conversion. 3. Evaluation of Red Man's Planting Grass. After reading the product evaluation content published by Red Man, users will communicate in the comment area and gradually establish social relations, which are spontaneously established by relying on users' sense of identity with online celebrities. This method, first of all, is extremely low cost. As long as we keep the content and comments, it will spread spontaneously. The second is that it is particularly easy to grow grass. As long as we do a good job of word of mouth and positioning, users will pass it on from mouth to mouth, which is some advantages that the little red book platform can bring. _06_ What should we pay attention to when promoting little red books? Some businesses are very effective, while others are not. Why is the gap so big and obvious? What should we pay attention to when promoting Little Red Books? 1, the importance of official support On the platform of Little Red Book, we must be strongly bound to the platform, because official support is very important. For example, if we do the same content and send it directly, we can only get a staged popular launch, but if there is official support, the official will give us some traffic recommendations, which is likely to be popular. As an MCN organization, we will discuss resource replacement with Xiaohongshu platform. The little red book platform needs content supply and can't do it by itself. It needs to introduce fresh blood to produce content for it, and these are what we are good at, and we can provide it with what we want. What we want from the resource replacement of Xiaohongshu platform is free advertising space and various exposure channels, including offline activities. 2, the importance of data analysis For advertising, we need to do data analysis, so as to know whether what we have invested is worthwhile, whether the IP we have chosen is appropriate, and whether the content we have done has reached the maximum utilization rate. We can use the basic data in the platform for analysis. More intuitive is data traffic, fan attention, and platform duration; We can also do some data analysis on the network celebrity we choose, such as what his interaction is like. For these data, we will do some sorting and analysis regularly. You can adjust in time when you find problems. If you don't monitor the data and do it for half a year, it may be done in vain, so the most important significance of data analysis is to adjust it in time. We only grow grass to bring goods. If you don't set yourself some basic KPI, you may be burning money. Therefore, we should set KPI for ourselves, set KPI for those online celebrities and institutions that we want to sign, put pressure on them to make their content more accurate, and finally we can sell the goods. _07_ Mistakes in Planting Grass in Xiaohongshu Many people saw the benefits of planting grass in Xiaohongshu and started to operate in Xiaohongshu, but they didn't do very well. This is because they made these mistakes: 1, the content is not attractive and practical; 2. The positioning tonality of Xiaohong ISBN is unclear. Without the cultivation and incubation of institutions, the content of amateur accounts will be confused, the positioning will be vague, and it may be a bit difficult to find their own tonality; 3. The concerned user groups do not match. Without the intervention of institutions, it is difficult for us to do some accurate matching, and the IP we screen may not be universal; 4. The advertisement implantation is blunt and the note exposure rate is low. _08_ How to solve the misunderstanding of the operation of Xiaohongshu? How can we solve these four problems? 1, personification of Xiaohong ISBN. When we operate the little red book account, we must have personalized attributes. We look like real people. The content we send should not be very official and professional. We should be like an amateur, making users feel real. This is a personalized attribute. 2. Do some marketing interactions appropriately to enhance the intimacy with consumers. When we have a large number of IPS, we must hold some activities regularly and choose at least ten IPS to participate in the activities, similar to the linkage screen mentioned above. Through our marketing interaction, not only the probability of product content exposure will increase, but also the intimacy between consumers and IP will be strengthened. 3. Keep close contact with consumers and give timely feedback. When consumers buy and use products after being planted with grass, they will definitely put forward their own consumption opinions. The first is to give feedback on the product, hoping that the product can be improved, and the second is to use notes, hoping that more people can use this product. What we need to do is very simple, write all these contents down, and finally sort them out and send them out to let fans know that we have been paying attention to them and we care about their ideas. 4. Plan some surprises for consumers and establish interest relations. It's very similar to the Weibo Lottery. We can hold some offline activities, give gifts to fans on the spot, and establish more interest relationships, because only when we give consumers tangible benefits, they will rely on us for a long time, and we should bind fans with benefits. 5. The content of the notes is more accurate, the quality is higher, and the target consumer groups are also determined. _09_ What should Little Red Book pay attention to when planting grass? In the process of planting grass in Xiaohongshu, there are five principles to pay attention to: 1, circle communication: "people are divided into groups", and eye-catching information will spread faster in the same circle, which can stimulate the self-communication of "audience-audience". 2. Truth: Truth is an eternal routine; The content of planting grass is the key. To convince fans that KOL really recommended it after using it, how can the content of KOL be true? The first is to experience the product personally, and the second is to use and evaluate the product from the heart. 3. Commodity rhythm: the rhythm inside and outside the new product listing station is fully open; Control and evaluation guide the transformation, supervise the trend of public opinion, put appropriate content in each stage, and multi-dimensional comments cause * * * voices. 4. Do a good job of exposing all platforms and related e-commerce keyword searches from beginning to end, so that users can see the titles and keywords and then search for products, showing the effect of planting grass everywhere. 5, seo (search engine optimization): make a summary and re-quote in time, communicate with customers in time after reading the e-commerce search volume data every day, and then push back the promotion effect of KOL. Including the choice of account type, whether the release time is appropriate, whether the release content is grass planting, and the promotion effect of KOL, so as to choose the next round of grass planting seed account. In the digital marketing era of information explosion, producing high-quality content is an important part to determine the effect of planting grass. Based on product characteristics, combined with the characteristics that consumers love to watch and buy content, refined and customized content can be produced, which can capture consumers' minds and successfully plant grass. In this context, doing a good job in promoting the little red book is almost equivalent to opening up a new blue ocean of traffic for the brand. It is not the era of drastic changes that abandoned you, but your own stagnation.