#头条创作挑战赛#
The 618 promotion is coming, and for brands, this is one of the most important sales nodes of the year. How to stand out in the fierce competition of 618 is not only a test of the brand's marketing strategy, but also a test of its content strength.
As a grass-planting community and an emerging e-commerce platform, Xiaohongshu has become an indispensable position for the brand layout of 618. So, how to break through in Xiaohongshu's content ecology and achieve a double harvest of brand exposure and sales? This article will provide systematic strategies for brand 618 Xiaohongshu marketing from six aspects, and help brands achieve good results in this mid-year exam!
(At the end of the article, you will receive exclusive growth strategies for subdivided industries)
01 Grasp the characteristics of the platform and user trends
1.1 Xiaohongshu User Portrait Insights
Xiaohongshu has gathered more than 300 million monthly active users, of which 50% are post-95s, 35% are post-00s, and 90% of users will produce UGC content. In terms of crowd attributes, Xiaohongshu users are mainly female, with a male-to-female ratio of about 3:7, but the growth rate of male users has been higher than that of the platform as a whole. Half of the users are from first- and second-tier cities, and the overall group is dominated by young, knowledgeable and high-spending people. Brands need to have a full insight into the user characteristics of Xiaohongshu and carry out targeted marketing.
1.2 The importance of content assets in Xiaohongshu marketing
On the Xiaohongshu platform, high-quality native content is essential for brand building. By consistently outputting valuable and distinctive content, brands can gain user awareness and build a foundation of trust. The precipitation of brand content assets also helps to improve the conversion efficiency of subsequent commercial launches. Therefore, brands need to pay attention to the construction of content power, including finding KOL/KOC cooperation that fits the tonality, and doing a good job in the production of UGC content for products.
1.3 Transformation from brand-oriented to appeal-oriented
In recent years, the proportion of "appeal-oriented" searches on Xiaohongshu has continued to rise, and brands can no longer export one-way output, but must follow the trend of "individual appeals" of users. Construct content to meet the needs of users, such as focusing on efficacy, ingredients, user experience, etc., to make the content more instructive and practical, and help users find their favorite things. At the same time, brands should pay more attention to the current hot spots and user pain points, and grasp the opportunities of traffic and word-of-mouth.
1.4 Use SPU structured data to mine user needs
Xiaohongshu provides a wealth of SPU structured data, covering various dimensions such as content, behavior, and transactions. Through the analysis of positive and negative feedback data and content popularity data, brands can gain insight into the trend hotspots of each category, understand the real feedback of users on products, and explore the pain points behind them, so as to optimize product selection and marketing strategies. Brands need to learn to use data analysis tools, such as the Xiaohongshu Lingxi platform, to find opportunities for brands and products.
In general, Xiaohongshu is no longer a simple grass planting platform, but a content e-commerce ecology that connects users in an all-round way. Brands should adapt to the changes of platforms and users, and while adhering to their own tonality, they should continue to iterate and optimize through data insights to provide users with valuable content and services, and truly establish a bond of trust between brands and users. Only by accumulating awareness and reputation on Xiaohongshu can brands gain sustainable growth momentum.
02 Make good use of marketing new products and gameplay
Recently, Xiaohongshu has launched a series of new marketing products and gameplay, providing more possibilities for brand growth. Brands need to combine their own tonality and marketing goals, reasonably select and combine different marketing products, and realize the closed loop from content planting to sales conversion.
2.1 Store acquisition: Break through limitations and acquire new customers
Store acquisition is a powerful tool to help brands acquire new customers. Through reasonable budget management, bidding strategies, and product selection, brands can break through the limitations of existing circles and reach more potential target groups.
2.2 E-commerce orientation: enrich the circle of people, attract new people
Xiaohongshu's e-commerce targeting capabilities are constantly upgraded, and brands can refine and circle people according to different stages such as users' cognition, interests, purchases, and churn. Combined with a 90-day or 180-day window and the performance of the store's merchandise, brands are able to identify high-value demographics, reactivate and recall through content. It is necessary to pay attention to balancing the timeliness of advertising and the conversion cycle, and dynamically optimize the strategy of tagging people.
2.3 KOL/KOC/KOS Marketing: Activate online and offline resources
Xiaohongshu has launched KOL tools for brands and MCNs, as well as KOC tools for store staff, to help brands better manage and activate online and offline resources. By managing multiple accounts in a unified manner and delivering content in three dimensions, brands can give full play to the influence of KOLs and the coverage of KOCs, provide users with grass-planting content from multiple perspectives, and realize the guidance of brand awareness to sales conversion.
2.4 Group chat marketing: Efficiently connect users and achieve conversions
Group chat is an innovative way for Xiaohongshu to create based on private domain traffic, and brands can bring interested groups into group chat to achieve efficient connection and conversion. By embedding group chat portals in multiple scenarios such as notes and live broadcasts, brands can settle down users, and through group operations, brands can continue to activate users, deliver welfare information, and promote secondary purchases.
Brands should keep up with the pace of product updates on the Xiaohongshu platform and actively try all kinds of new marketing methods. At the same time, it is also necessary to summarize the effect of review, adjust the optimization strategy, and find the combination path that best suits the brand.
It is necessary to pay attention to the linkage between different marketing products to realize the circulation and value amplification of user assets. Through continuous and effective operation, we can grasp the conversion node of each user value enhancement, and ultimately achieve the long-term growth of the brand in the Xiaohongshu ecosystem.
03 Optimization of advertising strategy
On the basis of content power, brands also need to further optimize their advertising strategies to maximize the value of their marketing budgets through precise reach and efficient conversion. Here are a few strategies to consider.
3.1 Targeting and accurate reach of the five characteristic groups
Xiaohongshu has a wealth of interest vertical groups, and brands can choose the right group for targeting according to product features and marketing goals. For example, brand crowds, high-intent crowds, etc., can help brands achieve higher conversions among existing users. The industry crowd, the characteristic crowd, the festival crowd, etc., can help the brand attract incremental users and seize the competitive market.
Brands should make reasonable use of combination orientation, not only to make good use of seed groups for conversion, but also to continue to expand new potential customer groups.
3.2 Quasi-directional: for the purpose of planting grass, amplify the effect of delivery
Brands placed on Xiaohongshu should not be limited to direct sales conversion, but should also pay attention to the establishment of user awareness. Through quasi-targeting, brands can reach potential customers in highly relevant content scenarios and expand their effective reach.
For example, around the product efficacy, use scenarios and other topics, in the comment area of relevant notes and topics, the product exposure can trigger user resonance and improve the conversion efficiency of grass planting. However, it is necessary to pay attention to the fit between the content and the delivery to avoid user disgust.
3.3 Stable bidding: Aim for ROI and improve delivery efficiency
For advertising that pursues conversion effect, brands should be ROI-oriented and adopt a stable bidding strategy. With a sufficient budget, manual bids are constantly adjusted and optimized to find the optimal bid band that balances conversions and costs.
Through measures such as high-conversion product placement and search keyword optimization, we can further reduce invalid traffic and improve overall ROI. Brands need to learn to use placement data to identify problems in a timely manner and respond effectively to market changes.
3.4 Live streaming: Increase conversions through effective views
As an important content form of Xiaohongshu, live streaming is a powerful tool for brands to reach accurate traffic and improve sales conversion. By placing ads in high-intent live streaming scenarios, such as live streaming of related brands and live streaming of KOL buyers, brands can achieve accurate conversion of live streaming room traffic.
You can choose the billing method of CPM, and cooperate with the effective viewing time targeting to screen out high-intent groups. You can also use interactive mechanisms such as gifts, product windows, and coupons to further increase the ROI of advertising.
In addition to the above strategies, brands should also pay attention to the creation of content creativity. Brands should grasp the exposure of key information and attract users to stay through rich creative expressions. It is necessary to experiment with a variety of ideas, quickly iterate and optimize, and continue to provide users with freshness. At the same time, it is necessary to pay attention to the user experience, shorten the conversion path as much as possible, and increase the purchase rate.
On the whole, brands should choose the most suitable advertising strategy based on the characteristics of Xiaohongshu to balance traffic delivery and conversion effect. We should not only pay attention to the establishment of grass planting cognition, but also pay attention to the achievement of sales performance. Through scientific traffic allocation and fast creative content, we continuously improve the overall ROI of advertising and empower brand growth.
04 618 promotion node marketing strategy
As an important position for brand planting and sales, Xiaohongshu cannot be ignored at the big promotion node. Brands should grasp the characteristics of user behavior before and after the node, reasonably formulate marketing strategies, and win breakthroughs in traffic and sales.
4.1 Grasp the characteristics of node user behavior
In 618 and other big promotion nodes, users' search popularity for keywords such as preferential and cost-effective has increased significantly, and the overall purchase willingness and decision-making speed have accelerated. Brands should comply with the user's promotional psychology and provide attractive prices through regular discounts, limited-time spikes, full reductions and gifts, etc., to stimulate users to place orders and convert. At the same time, it is necessary to pay attention to the dynamics of competing products, adjust the preferential strength in a timely manner, and consolidate the brand advantage.
4.2 Arrange the rhythm of the promotion reasonably
The big promotion nodes often present four stages: the water storage period, the pre-sale period, the outbreak period, and the continuation period. Brands should reasonably arrange the marketing rhythm according to the characteristics of user behavior at different stages.
For example, during the water storage period, the horse racing test is carried out to screen out the direction of high-quality materials and the orientation of the crowd, in the pre-sale period, it focuses on the infinite amplification of high-quality content, in the outbreak period, it uses high-interaction and high-return search materials to seize the core word window and occupy the mind to influence consumer decision-making, and in the continuation period, it maintains a certain amount of investment, maintains the continuation of the popularity of brand products, and monitors the direction of product public opinion.
4.3 Optimization strategies to deal with rising costs during the promotion period
During the promotion period, due to the concentrated investment of advertisers, the cost of traffic generally increased. Brands should have a reasonable budget plan, not only to ensure a certain amount of exposure, but also to control costs. You can consider increasing content delivery in advance to precipitate grass planting people, and during the promotion period, increase click-through rate and conversion rate through high-intent audience package targeting. At the same time, it is necessary to pay attention to the efficiency of different marketing products, optimize the ratio of resources in a timely manner, and highlight the combination of optimal ROI.
In addition, brands should also pay attention to the synergy between inside and outside the station. At the same time that Xiaohongshu completes the content foreshadowing and promotional warm-up, it also forms a joint force through Weibo, Douyin, WeChat and other channels, and multi-platform voices. It is also necessary to strengthen cooperation with KOLs and KOCs, and achieve a rapid breakthrough in brand voice with the help of the influence of top talents.
It is worth mentioning that the big promotion node brand should also pay attention to the activity resources of the platform. By participating in activities such as category days and limited-time spikes initiated by the platform, we will strive for more exposure resources on the site. It is necessary to make product selection planning and logistics preparations in advance to meet the needs of users to the greatest extent.
In general, brands should take precautions, formulate 618 marketing plans in advance, and allocate resources reasonably. It is necessary to keep up with the platform gameplay, grasp the rhythm window, and maximize the release of sales potential. At the same time, it is necessary to strengthen the close cooperation of all links to ensure the smooth flow of the whole link from commodities, marketing, services to logistics, and ultimately achieve a double harvest of brand and sales.
05 Open up the overall path from grass planting to sales
Xiaohongshu has gradually developed from a grassroots platform to a content e-commerce ecosystem that integrates multiple touchpoints such as content planting, live streaming, and community operation. Based on the platform characteristics of Xiaohongshu, brands should open up a complete path from grass planting to sales, and realize the closed loop from brand recognition to purchase conversion.
5.1 Accumulate brand equity through content and precipitate grass planting people
Content is at the heart of Xiaohongshu and the key to brand differentiation. Brands should make full use of the content attributes of Xiaohongshu, and continue to output valuable and distinctive content through multiple forms such as graphics, short videos, and live broadcasts, so as to build brand tonality and professionalism.
It can provide rich grass planting information from the perspective of product selling points, usage scenarios, efficacy evaluation, etc. It can also highlight the brand connotation through soft expressions such as brand story and cultural background. Attract users to take the initiative to pay attention to and disseminate, and precipitate the brand's grass planting crowd.
5.2 Drainage through multiple touchpoints such as live broadcast and community operation
On top of content, brands also need to expand their channels to reach consumers. Live streaming is an important form that has risen in recent years, which can deepen users' understanding of brands and products and guide sales conversion through professional explanations and interactions. Brands can set up self-broadcast live broadcast rooms, or they can cooperate with influencers to achieve two-way improvement of brand awareness and sales with the help of a diversified live broadcast lineup.
In addition, brands can also enhance the connection with users and promote the accumulation of brand popularity and reputation through community operations, such as topic opening and fan interaction.
5.3 Enhance repurchase and user value through customer operations
Planting grass and drainage are only the starting point of marketing, and brands should pay more attention to the long-term operation of users. Through professional customer operations, brands can convert first-time buyers into loyal brand fans. It is necessary to establish a customer relationship management mechanism to provide personalized services and interactions according to users' consumption habits and preferences.
Members-only activities can be carried out on a regular basis, such as new product experience, point exchange, etc., to enhance users' sense of participation and belonging. It is also necessary to pay attention to the repurchase needs of consumers, and push product information in a timely manner according to the purchase cycle to activate the second purchase. Achieve sustainable growth in brand performance by increasing the value of a single user.
5.4 Realize the closed-loop of full-link grass planting, transformation and repurchase
Grass planting, drainage, and repurchase are interlocking system projects, and the brand should be planned as a whole to form a joint force. In the early stage, we should continue to increase investment in content to store water for sales, in the medium term, we should concentrate resources on sprint transformation to release sales potential, and in the later stage, we should strengthen customer operations and improve user lifetime value.
At the same time, it is necessary to open up online and offline scenarios, realize omni-channel data sharing, and optimize consumer experience. Guided by content, boosted by live broadcast, and extended by customer operation, we will realize the positive cycle of brand planting, sales, and word-of-mouth.
Only by opening up the complete link from planting grass to sales and building a strong connection between brands and consumers can brands achieve long-term success in Xiaohongshu.
06 The key to the implementation of marketing strategy
In the above article, focusing on the platform characteristics, marketing gameplay, and delivery strategies of Xiaohongshu, a more systematic marketing plan has been formulated for the brand. However, the value of the strategy lies in the implementation, and brands need to grasp the following key points to ensure the effective implementation of the marketing plan.
6.1 Clarify the brand tonality and optimize the content direction
Brand tonality is the soul of Xiaohongshu's marketing. Based on its own positioning and target audience, the brand should clarify the tonal foundation on the Xiaohongshu platform. From the perspectives of product attributes, brand personality, fan characteristics, etc., it is necessary to refine a consistent tonal style, and carry out content creation and dissemination around this tonality.
The tonality should be in line with the brand tonality, and it should also fit the atmosphere of the Xiaohongshu platform, so that users can perceive the characteristic charm of the brand. The brand should also build a suitable personality according to the tonality and create a distinctive brand image. At the same time, it is necessary to continuously optimize the direction of the content through data feedback to find the balance between tonality and popularity.
6.2 Choose the right marketing product mix
Xiaohongshu has a wide range of marketing products, and different products have their own unique audiences and effects. Brands should choose a matching marketing product mix based on the characteristics of the product, such as price band, functional attributes, target group, etc.
For example, when a new product is launched, you can focus on information flow advertising for quick exposure, popular products are suitable for deepening cognition through expert notes, and products with high customer unit price can be professionally explained through live broadcast to strengthen professionalism. It is necessary to carry out an appropriate product combination to achieve complementary effects, such as the combination of notes + topic words, the drainage of live broadcast + on-site advertising, etc. The selection of products should serve the long-term development goals of the brand and build a sustainable growth path.
6.3 Use scientific delivery to create explosive notes
Through continuous content testing and repeated optimization, the "seed notes-high-interaction notes-strong grass notes" are continuously advanced, and the life cycle of notes is extended through commercial traffic, driving natural traffic distribution.
The premise of creating high-quality notes is to make a good reserve of notes, including notes from bloggers on the dandelion platform, self-produced notes from professional accounts, and notes from professional bloggers, followed by horse racing testing and accurate reach.
THROUGH SEARCH, WE CAN COVER DIFFERENT SEARCH TERMS TO ATTACK AND DEFEND USERS AT DIFFERENT STAGES, "CORE CONSUMERS-QUERY CONSUMERS-COMPARATIVE CONSUMERS-POTENTIAL CONSUMERS", SEARCH TERMS CAN BE COMBINED WITH DIFFERENT PARTS OF SPEECH TO FOCUS ON DIFFERENT NODES, AND FOCUS ON BRAND WORDS, CATEGORY WORDS AND STRATEGY WORDS DURING THE FLAT SALES PERIOD TO OCCUPY THE SEARCH MIND. Marketing nodes can increase the budget ratio of scene words and node words and increase the number of runs.
There are four new links in the 618 commercial marketing strategy: video streaming and commercial sales, commercial sales and grass planting crowds, ROI bidding setting, and store live broadcast/buyer live broadcast.
6.4 Strengthen team execution and respond quickly to changes
The marketing landscape is changing rapidly, especially on a platform like Xiaohongshu, where innovation and iteration are frequent, and brands need agile execution to respond quickly. It is necessary to establish a professional Xiaohongshu marketing team to absorb talents in content, live broadcasting, operation, delivery and other aspects to form a full-stack service capability.
Brands can also choose professional service providers to work together to shorten the decision-making chain and improve response speed. At the same time, it is necessary to cultivate a sense of learning, keep up with the dynamics of the platform, and quickly master new functions and new ways to play. For key projects and nodes, it is necessary to concentrate on tackling key problems and work together with multiple departments.
It is believed that through the systematic strategy of the above six aspects, combined with the brand's own product power and appeal, it will be able to emerge in the 618 track.
The content marketing of the brand Xiaohongshu is not only limited to the important node of 618, but also should take a long-term view and formulate a sustainable growth plan.