Why can the marketing of Xiaohongshu be so successful?
Xiaohongshu, who also made a strong breakthrough in the market in the past two years, gave another answer.
20 19, a grass community APP based on mainstream young female audiences in first-and second-tier cities, is becoming a standard.
Weibo's new social APP oasis, because the interface is similar to Instagram. The content of the replica version of Little Red Book is called INS version of Little Red Book. Alibaba's family sharing platform is a family version of Little Red Book, and there is also a community CHAO that focuses on sharing good things for men. Integrate the tide platform of the e-commerce community and rush to say that it is a male version of the little red book.
Why do people always call it Little Red Book?
High value, high viscosity, vertical content, high interactivity and good delivery effect are the general impressions of Xiaohongshu. The explosion of Xiaohongshu began to appear on major e-commerce platforms at a frequency higher than that of celebrity models on ins. Xiaohongshu has become a battleground for brands, advertisers and KOL.
Looking down at the screen: marketing skills of little red book
As the birthplace of grass culture, Xiaohongshu has a total registered user of 300 million, and its monthly users exceed 1 100 million, of which more than 70% are post-90s. According to the report data disclosed by Analysys, the main users of Xiaohongshu come from first, second and third tier cities, and the proportion of female users is 79. 19%. Users with moderate or above consumption power account for a relatively high proportion, which is a high-quality target group that many brands are very concerned about.
They are antonyms of sinking market.
In this group, the sensitivity to price is not so high, and the trust in the community is stronger.
KOL is only useful on such a platform.
Looking down at the screen is the core means for KOL and the platform to influence the audience together. Through continuous strong investment, affordable and easy to use, effective pro-test, explosion must buy, these are too exciting!
Taking Xiaohongshu's recent activity with the theme of "Ba Ping" as an example, the dual effects of brand and product brought by Ba Ping are very significant.
Before the National Day, Lukfook Jewelry launched the # Golden Screen Battle # activity on the platform of Xiaohongshu, with more than 4,000 direct participants. * * * Get more than 65,438+065,438+0000 views, more than 50,000 collections, more than 65,438+065,438+0,000 likes and more than 65,438+0,700 interactions.
During the event, the little red book index, daily notes and brand-related search volume of Liu Fu Jewelry broke out obviously. The activity effectively stimulated the attention, participation and interaction of vertical and accurate users.
This enthusiasm comes from two groups at the same time: KOL and common sweet potato.
KOL active drainage: for the glory of the screen
A core concept of this golden screen battle is that the chief golden sweet potato with the highest praise can not only win 30 grams of gold bars of Liu Fu jewelry, but also board the little red book screen for free!
The meaning of the screen is to occupy the opening page of the little red book APP for one day.
This is simply too tempting! For kol, it is not only cool, but also top-notch honor and recognition.
From the early stage of the event, many celebrities released notes related to Liu Fu jewelry, which played a good word-of-mouth demonstration effect for the event. The rapid participation of millions of fans, such as Ceng Lu's son and Xiao Ah-hun, set a good tone for the event.
Under the leadership of the head KOL, Xiaohongshu's wider middle waist KOL joined the battle. If there is no activity to rely on, the life of Xiao Bai Xiao Hong Shu can only be a dream for most kol. Finally, a small sweet potato nicknamed se7en Bao Xiao appeared on the screen, which is also a landscape in KOL.
For the award-winning KOL, boarding Little Red Book is an unforgettable dream experience. Bao Xiao said in an interview after the match that it was the first time for me to see this activity. I was attracted by the prize of eight draws, and I thought it was so cool! Personally, she thinks that Baping is more attractive than gold bars, so she not only participated in an unprecedented activity for the first time, but also told her friends Amway. I didn't expect to win the prize in the end, but I have a feeling that my dream may come true. She also said with a smile that her chief golden sweet potato also caused an uproar among friends, and everyone's goodwill and expectation for the brand of Liu Fu Jewelry was also greatly UPUP!
In addition to the generous prize of the first golden sweet potato, there are dozens of heavy prizes including gold bars, gold and koi fish. The activity mechanism is very in line with the public psychology, with data spelling and random lottery, creating a warm atmosphere where you have the chance to win prizes as long as you participate. More opportunities and possibilities, so that high-quality KOL and ordinary users actively maintain a high degree of enthusiasm for participating in activities.