Source: Vic's Marketing Reflections
KFS theory should be no stranger
It was first proposed by Xiaohongshu and is a set of combination strategies suitable for Xiaohongshu's content marketing, if the team has no ideas when formulating Xiaohongshu's advertising strategy, you may as well try to formulate a strategy according to the KFS theory
KFS corresponds to the whole process of the user being planted
KFS's content marketing mix strategy corresponds to the logic of user browsing and searching
Users are planted by KOL notes on the discovery page, and then complete consumption decisions in the search process through keyword search, and complete purchases on or off the site
K (Kol): With the help of data insights, the marketing scenario is determined, and finally the translator who finds the right group of people and matches the product, that is, the KOL
F (Feeds): After the KOL notes are generated, use Feeds to enlarge the scale of crowd coverage, so that more users can plant the notes with better grass planting effect
S (Search): The card slot of the target keyword, so that users can search for targeted high-quality notes when they search to understand the brand and product, keep the search demand, and trigger the user's purchase intention
1)KOL
Measurement metrics: fan portrait/account tonality/content quality
The first thing that many brands that don't know about Xiaohongshu do when they enter Xiaohongshu is to choose talents
If you don't do insight first, it's not impossible to choose the talent first, the key is what is the standard for selecting the talent
KOL is essentially a communication medium, and different influencers have completely different understandings of the product and the people they reach, so when choosing influencers, I suggest that you draw two "big circles"
The first "big circle" is the talent who can reach the accurate target group, that is, you have to take the portrait to choose the talent, and you must not choose the talent without looking at the fan portrait, even if you like this talent, but the fan portrait is inconsistent with your reach group, and the effect of the note will not be very good
The second "big circle" is consistent with the brand tonality, and has a certain understanding of the product
Choosing the right influencer is the first and most important step, if the talent is not selected well and the note effect is poor, there is no need to further heat with Feeds
Therefore, be sure to choose people reasonably within the two big circles!
2) Feeds
Metric: Reading penetration
High click-through rate and high reads: You can cast streams
High click-through rate and low number of views: You can test the effect by heating the content
Low click-through rate and high reads: You can increase your click-through rate by optimizing your cover and title
Low click-through rate and low reads: In this case, it can only be said that the content is really not ok
Essentially, the flow of information is a heating tool, the subject of heating is notes, and the billing method is exposure. It's useless to run the information stream, but it's useful to have high-quality note materials
For example, if Note A and Note B run the information flow at the same time, and the page displayed is the same page, and the number of exposures is assumed to be 1000 times, under the same number of exposures, Note A gets more clicks and interactions with a relatively high click-through rate and interaction rate;
Therefore, whether the material is high-quality determines the effect of the information flow, and now let's go back and understand the "information flow is just a heating tool" mentioned at the beginning of my article, which can be the icing on the cake, and cannot be used as a charcoal in the snow.
In the case of high enough material, you can get more data results under the premise of the same number of exposures, we must run the information flow to harvest better data, therefore, in the absence of good materials, do not run the information flow, first polish the content, until there is a good click rate and interaction rate of the material, and then go to the information flow to do a small test, the test results are good, in the amplification of the information flow consumption budget, it is reasonable
3) Search
Metrics: SOV/SOC
To frame a batch of core key search terms, and look at the proportion of the brand's exposure and reading volume under the key search terms, SOV/SOC can understand the proportion of Xiaohongshu's search market, and in actual implementation, it can also give priority to the words with a high proportion of SOV/SOC
Real users of Xiaohongshu are very rational about the final decision. From planting a product to focusing on the repeated comparison of categories, to the final convergence decision, in-depth browsing, search is the last stage to determine conversion
Therefore, we can use different consumer levels to carry out different keyword card positions, brand words/industry words/competitive products/crowd words/scene words, etc
The whole process is not complicated, summarize in one sentence, choose the right talent, heat the notes, and search for card slots
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