The epidemic finally ended at the end of 2022, and 2023 looks very bright. Then this year's little red book platform will also undergo major marketing changes. In 2022, many things happened on the platform of Little Red Book: the definition of French fries was adjusted, the entry threshold of dandelion bloggers was changed, and a new spotlight platform was implemented. These changes make Xiaohongshu more perfect and the business model clearer. Today, let's talk about the 10 marketing trend of Xiaohongshu in 2023. The content iteration of 1 is accelerated, and the life cycle of bloggers is shortened. Most of the little red book bloggers who are now in the active stage only started to operate in 20021and 2022. What does this mean? I think it can explain two things. First of all, the little red book platform is more friendly to newcomers. After all, it is not friendly to newcomers. If you don't allocate traffic, no new people will stand out. Of course, this friendship is not only traffic-friendly, but also income-friendly. Empty traffic has no income, and it can't attract newcomers to insist. Second, it shows that the life cycle of Xiaohongshu bloggers has begun to shorten. A few years ago, Little Red Book was more like a niche community product, in which all the active people were acquaintances. I see what these old friends are doing, where to play and what products to use every day. These old bloggers are like wine, the longer they get, the better. However, after the adjustment of the business and product form pursued by Xiaohongshu, Xiaohongshu is now a social platform for the public, not a small circle. With a large number of users and fast traffic, the demand for content naturally increases. These users are brand-new instead of continuing the original users' preferences and feelings of watching old bloggers. Based on current needs and preferences, they are looking for new content to meet their own needs. They don't care how old you are. After playing for many years, it naturally accelerated. For example, in the past, a content script that meets users' preferences could be used for half a year, but now it needs to be changed in three months at most, otherwise other bloggers will imitate it and users will feel bored. If they continue to use it, there will be no traffic and they will have to change it. Old bloggers can keep up with the iterative rhythm of this content, continue to grasp the preferences of current users, and continue to be bloggers; If you can't keep up, it's normal to leave, so the life cycle of bloggers is shortened. For example, if the former little red book blogger can work for 2-3 years once he is well-known, then he may finally work 1 year now. There are many reasons for ending your blog career. For example, the content of being a blogger can't go on, or you don't want to do it, or you do it too well, or you do something else. However, most of the reasons for not continuing to be bloggers still can't keep up with the iterative speed of content on the platform, because they can't grasp the preferences of current users and are forced to quit. Just like a star, when TV was the core media decades ago, once it became popular, it could be popular for many years. But now the network is the core media, and I can't wait to be popular today and cool tomorrow. Who can remember this person on the third day? A truth. I believe that people who have been bloggers in Xiaohongshu for two or three years have the most say in this trend. For example, let's see if some bloggers around us have stopped doing it. Or look at the bloggers you are playing with now. Have they all gone up in the past two years? I believe the answer is yes. According to my observation, the second half of 2022 is the fastest time to shorten the life cycle of bloggers. You can close your eyes and think about whether you feel this way. After reading it, do you think the little red book is a bit cruel? There is such a big competition? So stressed? But don't worry, because any video platform, this kind of thing is inevitable, without it is abnormal. Even so, the life cycle of the little red book blogger is much longer than Tik Tok, and the content iteration speed is much slower. Because Tik Tok has a larger number of users, and the browsing form based on video stream has a greater demand for content than the dual-screen browsing of Xiaohongshu, Tik Tok is more cruel than Xiaohongshu. But does this mean that it is a blow to reduce the dimension of Tik Tok bloggers to make little red books? Easily kill the little red book blogger? The answer is not that I have observed the operation of many bloggers in Tik Tok's automobile industry in Little Red Book, which is basically tepid and quite different from Tik Tok (I have also observed many categories, not only cars, but also the same situation), which also shows that Tik Tok and Little Red Book are more popular, and the consistency of content patterns is very low. Tik Tok's bloggers need to work hard in the operation of Xiaohongshu, and it is impossible to reduce the dimension by moving content. (except entertainment, variety, pets) So I predict that the content iteration speed of Little Red Book will be further accelerated in 2023, and the life cycle of bloggers will be further shortened. However, due to the end of the epidemic and the gradual recovery of purchasing power, this speed will not be very fast, at least not exceeding the speed in the second half of 2022. So, as a blogger, you don't need to worry. Think of yourself as a blogger, and you should make such psychological expectations. The fire has been going on for several months, and the traffic drops, so I can't sleep every night. You always feel that you are being targeted by the platform. At this time, I might as well make a reminder to completely adjust the content. 2 bloggers are more cash-rich. As a blogger, sharing content in Xiaohongshu is one thing, and gaining income is the second, so realizing it is a topic that bloggers can't do without anyway. Once a little red book blogger could only rely on advertising, and the rules were not clear, but now the situation is very different. Let me tell you about it from two aspects. 1) The business model of realizing Little Red Book by bloggers has obviously increased. As I wrote earlier, in the past, bloggers mainly relied on advertisements, and now receiving advertisements is just one of them. In addition, you can also open a shop to sell goods, live broadcast/small list with goods, and column selling classes are all optional ways to realize cash. But at present, advertising is still the core choice of more than 90% bloggers, and the proportion of other realization is not high. 2) The realization of the blogger's business environment The realization of the business model can run smoothly, but it doesn't mean that it runs well, because whether it can run well depends entirely on the perfection of the business environment, such as filing notes, which has always been the business model of Xiaohongshu, but it can't be said that it runs well. Until 22 years ago, Dandelion Platform has perfected several cooperation modes, which are required by many rules, and have not been resisted by bloggers/brands, and started to choose spontaneously. Therefore, from this perspective, the business model of Xiaohongshu is becoming more and more perfect, and the rules are becoming clearer and clearer, which can make bloggers realize this matter more smoothly. In 23 years, I predict that Xiaohongshu will do more exploration on the realization mode of bloggers. For example, bringing goods, I said bringing goods is different from the previous small list and live broadcast. Small sheets are a way to get a purchase entry through search. I have to say, it's really troublesome, and every complicated step is a weapon to lose users. Live broadcast with goods can't say that there is anything wrong with the live broadcast products of Xiaohongshu. It can only be said that most users of Xiaohongshu have a clear purchase purpose and do not need to "bring" in the live broadcast at all. It is more in line with users' expectations to provide the purchase entrance directly and rudely, so why not bring the goods directly on the notes? At present, you can only hang the goods on the shelves in your own store. Why can't you take ordinary notes with goods from other stores, and let users get commission by the way? I guess the little red book is worried that the whole people will bring goods, and every note is like an advertisement. But suppose we understand this problem from another angle, and only provide the goods appearing in the notes to users as "basic information of notes", then users may not feel like advertisements, and the information is comprehensive and rich, which is more helpful for users to judge whether they should buy products, so I believe that it may not be far away for Xiaohongshu to get commissions by taking notes, which will also become one of Xiaohongshu's business models. The recovery of tourism has brought new opportunities. The epidemic has passed and the economy is recovering. The first thing to bear is definitely travel. The epidemic ended only 1 month, and the Spring Festival tourism broke out in an all-round way, making it difficult to find a hotel room in many tourist cities. According to relevant statistics, tourists have recovered to more than 90% in the same period of 20 19, which shows that tourism has not only recovered, but also recovered quickly. But let's not digress. Let's go back to Little Red Book. Travel was the top three categories of little red books before the epidemic, so I think little red books can bring at least two benefits to the recovery of travel. First: the traffic is good. Forget about making money. Travel at least contributes a lot to the traffic of Xiaohongshu. After all, these users use Xiaohongshu because of the travel guide (believe me, Xiaohongshu is definitely better than other travel guide products), and they think it is not bad, so the retention rate is still quite high. The needs of these users will also shift to all aspects of life, such as cooking a dish and choosing a restaurant, which will drive the overall traffic growth of Xiaohongshu. I personally suggest that other types of bloggers should applaud the travel bloggers of Xiaohongshu. Second: bloggers are good. The recovery of travel means that users have a lot of travel needs, but the demand for travel naturally requires a lot of travel strategies. In view of the fact that the updating of tourism content is nearly stagnant in the past three years, the current tourism content is quite scarce, so the tourism content should also meet the demand, which is entirely possible to give birth to a tourism blogger. In the normal state, this kind of opportunity is unlikely. Take the mother and baby as an example. Now we are going to enter the venue, and we must fight with other bloggers. However, I still want to remind you that the shop-exploring blogger is not a travel blogger. 20 19 Some bloggers go out to travel occasionally, so please tell me that she is a travel blogger. This is totally different. Tourism bloggers need to travel constantly, and at the same time, they can make characteristics in tourist locations and experiences. People should be social cows, but they should also be able to toss. For example, many travel punch points are empty around, and they run for hours just to take pictures 1 minute. It is impossible to say that they don't toss, but they need to be able to persist. 4. Opening a shop in an old outlet is a category that little red books have gradually emerged in the past two years. Last year, I predicted in my article that it would explode in the little red book. This prediction is correct. In 22 years, restaurant exploration has completely reached a new level. In the past, catering enterprises were busy going to Tik Tok. In 22 years, they began to find that Little Red Book was a miracle and began to promote it. I have evidence of this. As we all know, the operating speed of Xiaohongshu has been slower than that of other platforms, but the Dandelion platform has also launched a cooperation model of "exploring stores to recruit people" some time ago, which shows the great potential of exploring stores. However, shopping exploration is somewhat different from other categories. Customers of other categories want to talk to KOL as loudly as possible to convey KOL's trust in the brand. But as for visiting stores, customers basically don't care about KOL or KOC. Anyway, they just need to be bloggers. What they want is the number of people, and what they want is the overwhelming feeling of shops in Little Red Book. Therefore, KOC bloggers who explore stores will become the best bloggers of this kind, better than amateurs and better than KOL, that is, among 10000-50000 fans. Moreover, with the attention of Xiaohongshu, it is probably not enough to only cooperate with the content to implant advertisements. A "catering group purchase" like Tik Tok may also be put on the agenda by Xiaohongshu. Of course, I have no evidence at present, just in my imagination, but suppose I will definitely play this function. After all, Xiaohongshu has a good hand in opening stores, and both the number of shop users and the number of bloggers are completely abundant. It is natural to do this action, and at the same time, you can also withdraw the group purchase commission. Why not? (However, this will test the operational ability. Merchants need to be persuaded one by one and take the initiative to bring them in. They won't be delivered to your door like consumer brands. Therefore, I predict that there will be further development of this category of store exploration in 2023. Without the epidemic, bloggers will be more stable. Because merchants like a large number of people and not many fans, shop-exploring bloggers may become a sideline for non-professional bloggers, such as students. It used to be normal to eat, drink and drink, but now they can earn thousands (even thousands) a month by taking pictures and sending notes. Why not? 5 the traffic price is more expensive. On an Internet platform, traffic is the end of all efforts. Whether it is content or fans, it is nothing more than getting traffic. But many people mistakenly think that traffic is free, which is actually a serious misunderstanding. For example, just like many years ago, everyone thought that listening to songs was free. In fact, only some platforms bear the cost for you. Some partners are still skeptical, so I haven't spent money to buy traffic yet. I send notes, so there is traffic, right? That's right, but the reason is that taking notes = producing content, and content takes time, so you are not free, just replacing the traffic of Little Red Book with content. Assuming that the note-taking effect is good, Xiaohongshu is equivalent to investing in traffic, because you can bring more traffic to Xiaohongshu. But in the final analysis, these flows have costs, not free. Now, the increment of Internet users has slowed down or even bottomed out. The overall business environment is not good, and the platform is going on a diet. Therefore, it is inevitable that Xiaohongshu will make money, and the proportion of traffic input will gradually shrink. On the one hand, the traffic increment is less, on the other hand, the platform has to start making money, and the traffic price will naturally become higher. But that's it? No, more importantly, consumers are faced with a large number of homogeneous products, and brands need to arrange multiple contacts in the user's consumption journey to achieve transformation. The data shows that users need to experience 5.2 contacts per capita from generating interest to finally forming a purchase decision. The increase in contacts has further increased the marketing cost. In the past few years, this kind of contact only needed about 3, and now the brand needs to buy more traffic to reach a deal. These "points" are constantly pushing up the traffic price of Xiaohongshu. The only way to reduce the traffic cost is the new platform revolution. Tik Tok, Little Red Book and A auto faster have existed for nearly 10 years, and the shadows of the latecomers are invisible. The revolution will not be seen in a short time. So the conclusion is that the traffic of Xiaohongshu will become more and more expensive, but fortunately you read my article this year, so you can enter the market now. You don't have to envy others for publishing a little red book last year. As long as you enter the market immediately, others will envy you next year, because from today, the traffic price of Xiaohongshu is rising every year, so today and every day after that is the lowest price of Xiaohongshu traffic. 6 Reporting notes have become mainstream reporting notes, that is, the content cooperation of Xiaohongshu Dandelion Platform, in other words, advertising notes placed through the official platform. Two years ago, if someone told you to report to Xiaohongshu, it was almost a rollover, but now, it's different. In order to enable users to use the dandelion platform, Xiaohongshu made several rules adjustments, such as: 1, weakening the cooperation standard of filing notes; 2. Improve the cooperation process of bill filing; 3. Increase dandelion's health and combat soft seeding; 4. Increase the score of brand violation and crack down on soft implantation from the source; 5. Let go of the entry threshold for dandelion fans (from 5000 fans to 1000 fans). After these actions, almost all the pain points have been satisfied. The brand is also willing to take notes. Although there are some extra expenses, it must be said that there is an essential functional gap between not registering and not registering. For example, first of all, unregistered notes will limit traffic and even punish the brand, and it is impossible to pay for traffic. However, the registration instructions can be used as advertising materials. Theoretically, an explosive article can buy traffic indefinitely, which is lower than the cost of getting traffic from new notes (regardless of the significance of multi-user word of mouth) and can achieve 99.9999%. Therefore, the proportion of filing notes will continue to rise in 2023, especially under the premise that the number of amateurs is basically meaningless and the brand pursues more compliance, filing notes will become the mainstream of marketing for Xiaohongshu. Both bloggers and brands should be prepared to take a large proportion of notes this year. 7 Little Red Book, Baidu tells me about myself. Because I am interested in new energy vehicles in the last six months, I have added a few riders, who often forward some car word of mouth, comments or some user experiences. Arguably, this kind of content should be more in car home or know the car king. However, the reality is that more than 90% of the content is forwarded to the platform of Little Red Book, and 80% of the riders are male. It can be seen that even the proportion of men using little red books is gradually increasing, but what I want to say is not the proportion of male users, but what is the significance of little red books to users? Once upon a time, we still used Baidu when searching for product reputation, life experience and some problems. But later, with Zhihu, the proportion of Baidu eased slightly, but the situation in Zhihu could not fully meet the demand. For example, there is a lot of information about career growth in Zhihu, but the life experience and product reputation are pitiful, and the big V discourse power is too heavy. Over and over again, bloggers have answered questions. The proportion of ordinary people is too low and their reputation is too concentrated. But gradually, I found that little red books can basically replace Baidu's role, whether it is life experience, workplace guide, travel guide, cooking method, little red books, especially in the word-of-mouth of product shopping, which is not only informative, but also very real-time. Even if it is a new product, Xiaohongshu has some content to refer to, but other platforms are completely hopeless, including Baidu. It is said that the entrance to the PC era is Baidu, so at least now the entrance to life experience in the mobile era is Xiaohongshu. From this perspective, the little red book is of great significance, which cannot be measured by comparing traffic. For example, if you have 500 million users and I have 300 million users, it depends on the value of traffic. 500 million users bring 654.38+0 yuan money per capita or 300 million users bring 2 yuan money per capita, which is more valuable? The result is self-evident. The content in the little red book affects all aspects of users, from what to buy to what to eat tonight. In this basic state, the users of Little Red Books are growing rapidly. Suppose that one day most people in China use Little Red Books, and the commercial value will be terrible. Don't say it's impossible, because I can't see any products that can replace Xiaohongshu and solve users' needs at present, which will certainly spread, so I predict that this trend will be further strengthened in 23 years, Xiaohongshu will be more sticky, and more brands will come here to dig gold. I hope to see the brand of my article, not the last one to enter the market. ) 8 Internet Family The word Internet, in addition to being a name, naturally embodies the meaning of interconnection. But it is true that various platforms are proposing self-closed-loop actions, turning themselves into isolated islands, such as Tik Tok, Aauto Quicker, and now Little Red Book. They really play with themselves, and many users will feel uncomfortable after reading it. For example, they are used to reading jokes and using Aauto to go shopping in Taobao faster. Why should I buy something at Tik Tok? In fact, just because Tik Tok wants to make money, it is necessary to drain all the value with one flow, and it is impossible to leave a little residue for other platforms. Similarly, other platforms should do the same because the traffic is too expensive. Let's not forget that it costs money to get customers on the platform. If you don't drain the traffic, it is a waste of money. In the current business environment, you can't afford to waste a penny. But in good conscience, can we really do our own thing 100%? Actually, it's very difficult. Speaking of little red books, little red books can hang Taobao links in the early days. This is real interoperability, and everyone likes it. But then Xiaohongshu cut off the link, and then Xiaohongshu focused on his own Xiaohongshu shop. Meaning is, of course, self-enclosed. But now the dandelion platform has started the "Little Red Star" project. Take notes after the brand places an order. You can see this note on Taobao to see the user transformation of their store. Although Xiaohongshu does not directly "bring goods", users rely on their own behavior to Taobao to generate consumption. Is this what a closed loop should do? Of course not, so personally, self-closed loop is not an island, only to improve the "ability to provide all services by itself" as much as possible, but it can't achieve the goal of providing 100% services by itself. Therefore, the big family of the Internet, or that big family, occasionally splits, occasionally cooperates and pauses, and I believe it will still be like this this year. Just like Little Red Book has become a platform, many third parties have access. For example, Zan Mall can be opened in Xiaohongshu, and some third-party brands can also run in Xiaohongshu in the form of small programs. 9 Little Red Book, applet continues to the previous topic, and one more thing, mentioning applet. Many people will blurt out the WeChat applet, but in fact, the applet should be understood as a "small plug-in", which is a lightweight plug-in similar to the native app embedded in other products. So there are applets in Alipay, and Tik Tok also has applets. Should Little Red Books also have applets? The answer is yes, but the small program of Little Red Book is not rich at present, but many students should have seen it. For example, some homestays can reserve a calendar room in Xiaohongshu, which is realized through a third-party applet, as we said earlier. However, hotel reservation and Youzan Mall can't meet the needs of all kinds of businesses. For example, as a dessert shop, can I order a menu? Obviously, this requires a huge adaptation team, and the scale of each business is different. Some want to look better and achieve more functions, while others want to be simple and not so omnipotent. Xiaohongshu can't serve himself. The essential meaning of applet is to access the "third party" lightly, instead of adapting to the third party by himself. So my prediction is that in 2023, Xiaohongshu may take applets as a basic service and serve more personalized brands. But taking this as a mirror, what we see is not only the function of small programs, but the little red book hopes to serve the hearts of many categories. 10 service organization dies again. Now that the marketing is clear, the rules are perfect and the gameplay is transparent, many "wild ways" cannot continue in Xiaohongshu. In the past, we occasionally heard some "personal public relations" voices, but now they are basically gone. This is an inevitable trend brought by industry standardization. Merchants are pursuing service providers who have the ability to undertake and standardize services, rather than saving money in wild ways, seeking breakthroughs in troubled times and seeking stability. Last year, I predicted that a large number of personal PR and some small-scale studios would die in 2022. As a result, you should have seen it. This is the reality. So I will make a bold prediction this year. In 2023, a number of service organizations will continue to die. These organizations will be mainly small service providers and medium-sized MCN. Why do you say that? Let's make a brief analysis. Small-scale service providers: Small-scale service providers have less core competitiveness, most bloggers have integrated resources, and their delivery strategies are audible. Their accumulated experience is close to zero, and their popularity is not high. The source of customers is entirely for grandparents to tell them, so they are most likely to die. Medium-sized MCN: You may wonder why the small MCN will not die, and the medium-sized MCN will die, because there are always several large bloggers in the small MCN, and the labor cost of the small MCN is low, so it is difficult to die. The medium-sized MCN is in the upward breakthrough period, and the labor cost is increasing. However, when it is heavy, bloggers may not be stable, which may easily lead to the break of cash flow and drag themselves to death.