1. What is the little red book?
The slogan of Little Red Book is to find good things all over the world. Everyone who lives with heart can start endless imagination of a better life here.
With user experience as the center and word-of-mouth marketing as the medium, Little Red Book, as a product with community attributes, has gone through five years since 13. The boundary of community content has changed from the initial sharing of beauty and skin care products. To a word-of-mouth sharing platform covering rich consumer experiences and lifestyles such as food, travel and digital products.
By the end of 20 18 and 10, the cumulative users of Xiaohongshu exceeded 654.38+500 million. In a research report on college students' app behavior by Aurora Big Data, online shopping for college students is the first choice for Xiaohongshu. In addition to young users, 87% of the portraits of Little Red Book users are female users. And middle and high-end consumers account for the majority.
Female users can't resist life topics such as shopping, food and fashion. They are more willing to share and are more likely to form a communication effect. Xiaohongshu started from the community in the field of life and deeply cultivated the vertical field. From focusing on sharing overseas shopping experiences, users have gradually developed into sharing experiences in beauty, skin care, travel and home. Therefore, the whole community is willing to share the boutique communication route, and 70% of users are concentrated in 18-35 years old.
In the little red book, the most popular content is beauty, clothes, food, household items and so on. Using the network celebrity effect to promote the little red book is also becoming an increasingly popular way of brand communication and commodity sales.
Second, the characteristics of the little red book
Business Closed Loop of Content+Community+E-commerce
From the perspective of business logic, the core of Little Red Book is to share a large number of notes on grass planting with stars, talents and users, and enhance social attributes through functions such as attention, collection, praise, comments and private messages. Compared with the traditional e-commerce platform, the community atmosphere of Xiaohongshu is more like the recommendation of friends, which can make platform users have a desire to buy when browsing notes and guide them to place an order. Users will continue to give new content after purchasing, thus forming a business closed loop of content+community+e-commerce!
Xiaohongshu can detonate sales and word-of-mouth more than Taobao.
Xiaohongshu just grasped that before users buy products on the e-commerce platform, they will pay special attention to the consumption habits of other users on product evaluation, and combine social product thinking with traditional e-commerce to create a completely authentic and credible user word-of-mouth sharing platform. This way of providing users with suggestions on purchasing decisions can make users complete their willingness to place orders more than obvious advertising insertion, so the promotion of Xiaohongshu is easier to detonate sales and word of mouth than traditional e-commerce platforms such as Taobao.
The existence of stars has attracted a large number of fans, and the small red book users with social attributes are sticky.
Later, Xiaohongshu introduced a large number of stars to settle in. At one time, star recommendations were all advertisements. Serious stars settled in the community and recommended products that they felt good like kol. The effect can be imagined. Jelly Lin has accumulated 7.62 million fans on the platform since he settled in Xiaohong, almost catching up with the number of fans on Weibo. In Fan Bingbing, it only took half a year, and the number of fans on Little Red Book exceeded100000. Distiller's grains mask, Guerlain eye cream, Guerlain lipstick, GM sunglasses and other products. Have been snapped up and become a veritable queen of goods. With the presence of these stars and fans, the user activity and participation activity of Xiaohongshu have been improved, and the sharing of knowledge and information in the field of life has also achieved a number of influential V's, and users are also willing to interact, which has contributed to such a platform with sustainable productivity.
Third, how to use the little red book for promotion
Customize the delivery strategy and scheme to seize the traffic of Xiaohongshu.
According to the product's target group portrait and competitor's strategy, plus the product's own attributes and communication characteristics, the detailed launching strategy and scheme are customized before promotion, KOL experts of Xiaohongshu are screened according to the demand, evaluation and use reports are written from multiple angles according to the product's brand characteristics, and marketing time is released, so as to achieve the dominance of Xiaohongshu's home page and search page, create explosions, attract users' attention, deepen brand impression, and finally cooperate with trial and mall to guide transformation.
Open up the channels of the whole network and expand the marketing effect
To strengthen the dissemination, not only the little red book, but also other online resources such as Weibo, WeChat and news should be integrated and utilized, and internal and external forces should be gathered to promote it. On the basis of Xiaohongshu, the event marketing plan is used to guide the product marketing direction, and the whole network is detonated by controlling public opinion fermentation, topic-oriented and other operating methods. The content of diffusion broadcast should not be diversified, the direction should be unified as far as possible, and there are few elements, which is more conducive to promotion.
Continuously produce high-quality little red book promotion content
Brand promotion is not an overnight act. It is necessary to set up an excellent planning copywriting team, constantly optimize the promotion copywriting, optimize the distribution of marketing resources, improve the product exposure, and insert the advertiser's product recommendation and the purchase link of other platforms in Xiaohongshu's user notes to achieve sustained sales growth!
Fourth, understand the pain points of users, do a good job in promoting small red books and bring more goods.
What kind of little red book promotion content can attract attention?
In many successful small red book promotion cases, the content that touches users can often lead to scenes. For example, in common brand promotion content, a scene or experience of life is used to give users an immersive experience, thus guiding users' consumption behavior and realizing planting grass.
What are the key points that can affect users' purchase decisions in the promotion of Little Red Books?
The knowledge of dry goods that is beneficial to users is more eye-catching, so knowledge-based notes can often get a more accurate audience. For example, how do girls with big faces face-lift the five most cost-effective facial cleansers, etc., can directly solve users' problems and touch the target group more easily.
What little red book promotion content can be recommended by the platform?
While the content is refined, the title and pictures of the promotion content of Little Red Book are also the details that advertisers need to pay attention to. Generally, titles containing keywords such as new discoveries, black technology, popular models of stars, and possession will significantly improve the opening rate.
What are the key points that can affect users' purchase decisions in the promotion of Little Red Books?
In the promotion of Little Red Book, it is a process that users identify, persuade and make a purchase decision by arousing consumers' expectations and placing orders. Common activities, such as planning stars and experts to visit laboratories, comparing and evaluating products, interviewing passers-by, dissecting product parts, etc., can make users more fully understand product information and R&D process, and promote users' purchase decision.