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As the brand grass marketing position that has emerged in recent years, many brands and merchants have set their sights on Xiaohongshu, but due to their lack of understanding of various issues such as platform rules, delivery models, and delivery skills. , Has produced a lot of misunderstandings in brand placement, leading to the failure of marketing strategies, not to mention the actual conversion, it is very likely that even the basic note shop volume has not been reached.

Therefore, today, Media Box will talk to you about some misunderstandings that may arise when the brand launches the brand on the Xiaohongshu. I hope it will be helpful to you.

1. What kind of products are suitable for launching on Xiaohongshu?
When we are doing brand promotion, apart from being familiar with the product features, we also need to figure out the platform features. If the product is not suitable for launching on the platform, then the whole plan is wrong from the beginning, and the latter plan and strategy are useless if they are perfect.

1. See if the product meets the needs of the main body of the platform

Xiaohongshu is a lifestyle "community", with a focus, a community. According to official data, as of June 2020, Xiaohongshu’s monthly active users exceeded 100 million, and single-day notes were exposed more than 8 billion times. Among these users, women accounted for a larger proportion. In terms of consumption concepts and habits, skin care, cosmetics, maternal and child, and weight loss categories must have a large market, but if you are a steel building material, the results can be imagined.

2. See if it can bring consumer decision-making power

Xiaohongshu officially defines itself as a lifestyle community, but from the perspective of commercial value, we believe that Xiaohongshu is a "consumer decision-making" platform.

The meaning of consumption decision-making is more the decisive role played before consumption, in other words planting grass.

Especially for branded products that are in urgent need of conversion, there is no way to achieve rapid sales conversion by branding in Xiaohongshu. It may take several rounds of sales conversion from the volume of note shops in the early stage, the detonation of word of mouth, and the subsequent sales conversion. Note delivery process, and it takes a while for a small red book note to be published to become a hot article. If you want to pursue a faster brand conversion, you might as well go directly to other Douyin, Kuaishou or Taobao live broadcasts.

3. Look at the development space of the platform itself

This simple understanding depends on whether your product is restricted by the platform itself.

2. Clarify the current purpose of the promotion of Xiaohongshu
After determining that your product is suitable for launching in Xiaohongshu, you have to first think about why you want to launch your product in Xiaohongshu? Some people may think that this is not nonsense. Of course, the promotion is to ship as much and as fast as possible.

But what I want to express is that some people are still in the stage of brand packaging; some are in the stage of word-of-mouth promotion; and some people need to create explosive models; some want to drain Taobao stores... so I want to do a good job in the promotion of Xiaohongshu, First of all, it is necessary to clarify what is the purpose of promotion at this stage. It is necessary to know that the purpose of the advertising is different, and the corresponding advertising strategy is also different.

If you want to solve all the problems perfectly at once, it's no wonder that the promotion of Xiaohongshu is not effective. It is because your own expectations are too high, which leads to a lot of mistakes in decision-making.

3. There must be correct marketing thinking
Regardless of the platform for brand promotion, we must clarify the product positioning, use the main selling point as the attraction, and grasp the pain points of consumer demand.

4. According to your own budget
Reasonable use of promotion methods

In fact, many clients who come to me for consultation have a common feature, that is, when they ask about their approximate budget, they will be confused.

No goal, no budget, I: ...? ? ?

You know, it is very difficult to do a good job without a budget. Just like you go to buy clothes, you can buy clothes for any amount of money. You can buy good-looking clothes in this shop, and you can buy good-looking clothes in that shop, but the price is definitely different. Of course, it doesn’t give people a feeling. The same, although the essence is clothes.

Going back to advertising, more money means more money, and less money means less money. You must clearly know how much your budget is before you can design a targeted plan.

5. Understand the platform rules
Although there are now more and more brands using Xiaohongshu, many people do not understand the platform mechanism of Xiaohongshu. Each platform has its own content rules, and Xiaohongshu is no exception, even more stringent.

For example, if the brand is only a niche brand, there are not many notes in Xiaohongshu before, and the increase in the number of daily notes of the brand is also very low or even no. The brand suddenly started to put notes in Xiaohongshu, increasing the number of notes, and if the increment of notes per day reaches dozens of notes, then the notes related to this brand can easily be recognized as promotional notes, and subsequent notes collection will become very easy. difficulty.

Moreover, once the notes are not included in Xiaohongshu, it is impossible for users to see and search for relevant brand posting notes on Xiaohongshu. The money for inviting the blogger to do promotion is spent, but the effect of the promotion is simply not achieved. arrive.

In particular, it was reported some time ago that the Xiaohongshu platform has increased its review efforts. The content of notes and blogger accounts that violate the rules of the platform will be dealt with. It is easy to be punished.

So if you want to do branding in Xiaohongshu, you don't mean to find a professional related company. At the very least, you must have a good understanding of Xiaohongshu and clear platform rules to make a branding plan.

6. Launch follow-up
As mentioned above, brand launching in Xiaohongshu is a long-term planning layout, because the posted notes can always be retained without violating the platform rules, which will have an impact on users who search later.

But how can one know whether the published notes are effective and whether they can have an impact on potential consumers? We have to do these things after posting the notes:

1. Putting and re-listing

Because it is inevitable that some bloggers’ time is delayed, or the brand’s notes are delayed or advanced due to some reasons, it may not match the actual plan. So what we have to do at this time is to rearrange the real-time replays. This It helps us compare the original plan to see where the problem is and what can be optimized next time.

2. Statistics

1) Sound volume data

A large part of the reason why we vote for advertising is the volume of voice, so this data must be counted. The statistical method is to search for how many notes of brand words appear in the Xiaohongshu. How much did the data increase before the comparison was launched?

2) Read the data

We encourage Xiaohongshu bloggers to actively give out the actual reading data of the notes. If they are not willing to give it, they can also request this before choosing a blogger. If the blogger disagrees, it is recommended to choose another blogger. Calculate the cost of a single reading this time through the delivery cost/the total number of readings.

3) User interaction data

According to what we said before, user interaction data is used to assist in judging the effect of note placement. Here, not only the absolute value data of user interaction must be counted, but also the user interaction cost must be calculated through the current placement cost/user interaction data.

But the content of the comments is also our important focus, which is the current user's attitude towards the product.

4) Ranking of notes

Count the ranking of notes under different keywords, and compare the changes before they are put.

5) Community effect

After posting the notes, if there is a large search interest, a search drop-down box will appear. Search for your brand words. If only the first two words are typed, your brand candidate words will appear. We need to count whether there is such an effect.

If a product has entered Xiaohongshu, you can also see whether the product's ranking in Xiaohongshu has risen.

6) Conversion effect

Although our delivery goal may not be direct conversion, it may also have a positive impact on conversion, so compare Tmall or Taobao stores to see if there is a certain increase in traffic during the delivery period compared to other times.