In the era of social e-commerce and content e-commerce, brands, KOL masters, and platforms (including Shuangwei, Xiaohongshu, Douyin, Taobao, and major emerging e-commerce companies) are keen to plant grass.
However, good grass content can make consumers remember the selling points of the product and obediently hand over their wallets; but more often, although the content is sent by KOLs, it is only a wave of delivery in the end, and savvy consumers are not so easy to be planted.
In this trend, let's talk about how Little Red Book grows grass and how to make users come back to life.
1, celebrities with goods: there are many stars on the Little Red Book platform, they are cooperating with the Little Red Book platform, because they bring their own traffic, when he helps you bring a product, even if the product premium is very high, his fan base will still accept it.
Celebrities use themselves to endorse the product, fans will feel that the products certified by their idols must be reliable, they move closer to the idol, they will definitely buy, not to mention the idol's own photos, they have used this product.
2, suren notes: When I first started doing Little Red Book, I didn't just make my own number, I was definitely perpendicular to a certain field, and it could not be a whole category.
So we must cultivate a large number, and this batch of numbers is best all plain people, they can start from scratch, but they must have a sense of reality.
For example, we saw an older mother on the Little Red Book, she shared a thing with us, the photos and copywriting she took were particularly sincere, giving us a sense of solidity, making us feel that this is true, she really used this product and then shared it with us.
This is the importance of vegetarians, it is a real pure user orientation, a sharing of real experience and feelings, and this is the focus of the xiaohongshu crowd.
Expert planting grass: On the Little Red Book, the content of chicken soup is not easy to be popular, and without dry articles, users basically will not click on. The expert grass article is relatively easy to fire, it is more informative, it may be a fragmented note, but it must be a more knowledgeable dry goods or tutorials, it is best or easy to understand.
When we tell fans about a very complex thing that is easy to understand, they will absorb it more easily, and fans will naturally pay attention to us, because they feel that they can get things from us, get information, this is expert planting.
Targeted sales: There is also a kind of targeted sales, we must clarify the needs of users and the direction of development, and then share their real experience.
For example, when we promote a skin care product, we must match our skin type or skin condition according to the efficacy of the product, and the purpose of this is to accurately locate the users who want to serve the product.