The author analyzes the cost-effectiveness of Xiaohongshu bloggers and analyzes how to increase the cost-effectiveness of influencers.
In the previous article, I wrote that it is becoming more and more difficult for bloggers to make business orders in Xiaohongshu, can you still rely on advertising to monetize?
The essence is that the return on delivery is too low.
In Xiaohongshu, which has not yet been commercialized, it is the most golden period for investment talents, there is no need to report, the platform lacks content, amateur posts can easily become explosive articles, and various drainage in the comment area is outside the station, drainage to WeChat, and 1 popular note can feed a Taobao store;
On the other hand, now, the reporting policy directly increases the cost by 20%, and it is easy to violate the rules by replying to Taobao words outside the site.
Taking the beauty industry as an example, the cost of blogger interaction has reached about 15, and if there is institutional operation data, the data cost is 50.
Take yourself as a blogger as an example, you don't brush at all, as long as you receive advertisements, the traffic must be poor, the reading cost is basically 5 cents, and the interaction cost is more than 30.
How to objectively see the cost performance of Xiaohongshu bloggers?
At present, except for pure straight hair merchants, the price is almost 10% of fans, or even higher.
Take the price of 1000 for 1000 fans blogger as an example, the click cost is 5 cents, and you can probably get 2000 small eyes.
Assuming that the cost of interaction is 5 yuan, about 200 interactions, and then 200 are diverted to the outside of the station, according to 10% as an example, the cost of visitors should also be 50 yuan.
Let's ask which e-commerce brand can accept the cost of 50 per visitor, so it must be converted on the site, otherwise the cost is too high.
It is in this situation that white-label merchants first choose direct developers and report straight hair in batches, for example, the brand in the picture below, put 53W, the number of notes is 2835, and the interaction is 9.6W,
The cost of interaction is about 6 yuan.
Figure 1: Screenshot of a direct hair brand
For example, Estee Lauder has an investment amount of more than 10 million, the number of interactions is less than 85W, and the interaction cost is about 20;
Figure 2: Estee Lauder monthly delivery data
It is undeniable that the types and tonalities of the two are different, but it is really difficult for new brands to accept the interactive cost of Estee Lauder 20.
These two examples, which are almost the ceiling of straight hair and normal investment talents, reflect that the cost of most customers will be around 10, and under the cost of 10 yuan, merchants can only increase the unit price of product portfolio and increase more repurchase opportunities.
In addition, how can you increase the cost performance of influencers?
1. Make the most of the efficiency of talents
Talent not only undertakes the function of timely conversion, but also undertakes the follow-up long-tail search conversion, after the talent, if some of the talent can bring positive feedback, directly use the information flow and search heating.
At present, the click cost of information flow is between 1-5 cents, if the interaction cost is also controlled below 5, and there is a specific conversion, if the cost is controllable, it will continue to increase.
At the same time, the notes of the talent are reprinted to the enterprise account, and the trailer is converted into streams, so as to maximize the efficiency of each talent delivery.
2. Use the talent model to iterate
Talent placement also requires continuous iteration, finding a framework that can convert talents, dismantling the framework, and finding similar talents.
If the premise is to put 10 articles, 1 article can bring conversion, disassemble this pixel, find the corresponding blogger, publish the content of the same framework, and continue to improve.
3. Multi-platform test delivery
Recently, I am also in contact with the marketing of things, because the general cost of the talent is about 60-100, you spend 60 yuan, if the data is good, you can probably cast 5K-1W small eyes, press the middle 6K small eyes, and the click cost is about 1 point.
Note, the probability of getting things to hit the street is also very large, and the probability of hitting the street is not more than 100.
Dewuda has three functions, the first is to do brand exposure and precipitate content, the second is to brush the role of orders, display sales, and third, more importantly, it is to hang merchant cards to achieve specific conversion.
For example, 30 talents, spending 1800 yuan, if you can sell a few orders, to achieve an ROI of 1, it is a good effect, if you can find other platforms, there is a lower cost to decisively find a new track.
The above is about whether Xiaohongshu is cost-effective, and I feel that there are still many points that have not been written, and I will continue to update it next time.
Columnist
Jianghe Chat Marketing, WeChat public account: Jianghe Chat Marketing, everyone is a product manager columnist. From brand placement to talent incubation, it has helped nearly 100 brands and dozens of talents to avoid detours in Xiaohongshu.
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