As we all know, advertising is generally to find celebrities, so that the brand effect and fan effect can make the product get better sales. However, the rise of products such as Xiaohongshu, coupled with changes in consumer psychology, may have a much better effect if they are directly placed on amateurs.
Recently, when I was scrolling through Xiaohongshu, I found that many amateurs' notes had a good flow of notes and a lot of real comments.
Combined with the amateur powder project observed recently, merchants who have just started to do Xiaohongshu are recommended to do a solid job of amateur placement;
1. Why is the flow of amateurs good?
Xiaohongshu is a community of equal traffic rights, paying more attention to ordinary and amateurs, as more and more influencers and merchants settle in the platform, the real content of amateurs is extremely rare, imagine that the community is full of shopping content, what is the difference between Taobao and Pinduoduo.
In addition, the platform has always advocated real experience, and the content of influencers and merchants is too commercial, so amateur notes are particularly important.
Take myself as an example, I not only like to watch the content shared by experts, but I also like the melon-eating content posted by amateurs.
If you have just registered for Xiaohongshu, you will have traffic coupons for your first notes and follow the creator assistant, and you will also have 1000 traffic coupons for your birthday.
Another point, today's users are particularly sensitive to advertising, and before the talent has said it, she knows that this is an advertisement, so she quickly swiped it away, and the natural rejection of advertisements and the content of amateurs are more real.
2. How to use amateurs to do it in Xiaohongshu?
Xiaohongshu merchants are divided into two categories: private domain and e-commerce, first talk about how private domain merchants use amateurs well.
1. Find amateur high-conversion cases
Search for industry keywords, screen amateur notes in the past 1 month, look at the comment area of the notes, whether there are comments from users asking how to contact and how to buy, and find amateur notes that can be converted at the core.
Taking "Shanghai Wedding Photography" as an example, I found the following amateur notes with less than 200 followers.
Figure 1: "Shanghai Wedding Photography" keyword search results
2. Pixel-level imitation
Dismantling amateur account notes, pixel-level imitation from the cover, title, body text and tags, still exemplifying the high-conversion notes of "Shanghai Wedding Photography", such as bills, memos, and price comparisons, are more popular with users, and we can borrow them directly when we make notes in post-production.
Figure 2: Keyword search results for "Shanghai Wedding Photography".
3. Account Operation
Private domain merchants have an account layout, which is a professional account + KOC + amateur account, and they can operate amateur accounts in batches according to their own conditions, completely imitating the real amateur operation.
Note: When the user asks how to contact him, let the user take the initiative to stay V as much as possible to prevent the current from being throttled.
Third, the amateur play of e-commerce customers
The e-commerce amateur play method is not to shop amateurs in batches, but to test products through amateurs in small batches to see if users like it.
Because of the direct search for Koc and KOL, because the talent is a business order, it is more of a list of selling points, it is difficult to test whether the user likes it, but it is an amateur to send a real experience.
How do e-commerce customers take advantage of amateurs?
1. Amateurs make a single post
Amateurs buy goods in the store, and after the amateur experience, they release the real experience, the more authentic the better. When amateurs send notes, we need to control, especially the cover and title, and the aesthetic picture is effective;
Figure 3: Xiaohongshu posted a single type of notes
2. Users share notes authentically
Users can also do this type of soft implantation through collections and single pushes, such as hand-held and question-oriented topics in the picture below;
At present, the most common way is for amateurs to ask everyone what related product recommendations, and the small comment area is well maintained, and the remarks are too high to make it easy for users to find ads, and the second or third to do it;
Figure 4: Users' real sharing notes
3. Amateur explosive notes utilization
When the amateur hot notes are tested, copy the popular structure to KOC and professional accounts.
Like some brands, according to the popular models, disassemble the notes of the cooperative talents, refine them to what content they shoot and what content they post, and maximize the use of amateur explosive articles;
The above is how to use amateur conversion notes well for customers and e-commerce customers, and if you want to know more about Xiaohongshu's operation skills, you can continue to pay attention to Jianghe Chat marketing.
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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