Source: Vic's Marketing Reflections
Notes are frequently published, but the community and Tao search are indifferent, this situation, most brands that have done expert cooperation notes on Xiaohongshu should have encountered it
There are several different reasons for this situation, which are explained separately below, and can be judged by yourself
First, the precipitation is not enough, and the explosive article appears relatively early
Different from the one-time drainage of other platforms, Xiaohongshu has a snowball effect from planting grass to making decisions to pull weeds, and after consumers are planted, they will continue to search and understand the product in depth, and through other more notes, if they are still interested in the product, they will make a good consumption decision to buy
If the explosive article appears relatively early, and the brand has not yet placed the influencer notes under the product-related keywords, there may be that the influencer does not find this brand when searching for the product, or only a few notes are searched, which will not be of much help to sales conversion. What's worse is that competing products in the same category have laid out relevant keywords in advance, and users may turn to buy competing products because they don't see more notes related to our products in the process of searching back, and instead see more notes related to competing products
If you want to further verify the reason, you can use a third-party data platform or create a new account with no interest tags to search for relevant keywords to see if there are enough notes and whether there are competing notes
In this case, it is necessary to cooperate with more talent notes as soon as possible, bury the target keywords in the notes to do a good job of keyword layout, and after the target keywords are associated with a certain number of notes, use the information flow to restart the explosive article, maybe there will be unexpected effects
2. Invalid explosive articles caused by deviation in topic selection
Although data is the basic criterion for breaking articles, the reason why notes become popular articles is not necessarily the brand. For example, I saw a business note of a women's clothing brand with 2.7w likes, 880 favorites, and 330 comments. The focus of attention in the comments is on the blogger's figure, hair color, photo skills and praise for the blogger's beauty, which has basically nothing to do with the brand
Explosive articles can indeed bring great communication to the brand, improve visibility and conversion rate, of course, the brand must be required when doing marketing, but also do not fall into the pit of "explosive articles", and understand in your heart what is a really effective explosive article, a truly effective explosive article, and a number of invalid explosive articles. In a word, the key to judging whether a popular article note is effective is that an effective explosive article usually has core information such as keywords, scenario-based (applicable groups), and consumer pain points. Its user reviews mainly revolve around positive information such as the product or the scene created by the note
The reason for the ineffective explosion is usually because of the topic selection, which is the core topic of the note, and the topic selection of many notes has nothing to do with the product, but only gives the product exposure in a certain scene, briefly introduces the features, and then continues to return to the topic selection to talk about other content
This kind of soft implantation looks soft and will not affect the user experience, but in fact it will hardly bring memory points and minds to the product and brand, Xiaohongshu users are Kochi women with independent thinking ability, and it is difficult for you to convince users to buy through a few seconds of exposure and a few words of selling points in Bif
The central point of the topic selection must be the product, and you can share some lifestyle around the original use scenario of the product. This product solves the pain points of which group, supplements the needs that competing products do not give, and then combines the expert's own use experience to make notes
3. No keywords = white cast
When some experts of soft and wide notes communicate in the early stage, they refuse to implant brand words and product words, usually because they are worried about being assessed as soft by the platform and affecting their accounts. This situation does happen, but the probability is not very large, as long as the number of brand-related notes placed every day is not very large, and the notes are not maliciously reported, there is a high probability that there will be no problem
But if this note doesn't add keywords, the effect is very limited for the brand. Therefore, if you want to have a grass effect, you must not be less or compromise when adding keywords
What problems can this cause without keywords?
1) The recommended traffic is not accurate enough
According to Xiaohongshu's "tag-to-label" distribution logic, if the note does not add product keywords, the note will not be recommended to users who have projector purchase needs, and it will not reach potential consumers, and the effect of planting grass will be greatly reduced
Of course, the audience of this note may also be planted, but even the keywords are not added, and the communication point of the product is most likely not mentioned, in this case, it is difficult to bring effective grass
2) No search traffic
The lack of keywords also means that you can't search for notes by keywords, and there is no search traffic at all. You know, the average daily traffic of the discovery page and the search page is almost the same, and the search traffic is not only not less than the recommended traffic, but also more accurate. Therefore, search traffic is a must
3) The content is irrelevant
The title is irrelevant, the content does not have a product introduction, and even the brand words and category words are not mentioned, the topic of the note is not clear, the content is long, or the product information is at the end of the video or accounts for too little of the overall content, and most of the discussions in the comment area have nothing to do with the product
How to solve the above situation?
The core reason for the above is that the topic selection and scene of the content are wrong, whether it is soft or reported, it must be around the product use scenario, corresponding to user needs, and the right communication point in the right scene, which must be the keynote of every cooperation note
If it's a soft note, use a third-person perspective to talk about your own experience, there can be good and bad, but the good part is as much as possible to post the product communication point in the Brief, and the overall content is better than the bad after reading it
If you are reporting notes, use the first-person perspective to talk about the reasons for the recommendation, in-depth use of feelings or in-depth evaluation, don't talk too much about the communication points, talk more than more, and integrate each communication point into your own language style
Secondly, we must pay attention to the guidance of the comment area, which is very important, our company communicates with the comment area when purchasing resources, and if you do not cooperate with the guidance of the comment area, you will not buy
Our own method is to use a colleague's own account to interact with the influencer, ask the purchase channel, usage method and effect in the comment area, of course, be careful not to use too much force, to create a real interactive atmosphere, and then let the influencer reply one by one
On the other hand, can't the content of the notes be comprehensive? The answer I give is: the main points of the creation of explosive articles are complete, but the selling points are not complete, and a prescription that advertises a cure for all diseases is far less credible than a cold spirit that specializes in treating colds. One specialization and multiple abilities are the actual situation of most products. Rather than being exhaustive, a note should focus on one point (or two or three core selling points)
Therefore, although brand collaboration notes are a form of advertising, the content must be as "soft" as possible. Otherwise, even if the platform does not have throttling, it will be difficult to run good data
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