Inscription: At present, there are two ways that I see the most. One is to invest in talents (KOL for planting grass) and the other is to invest in French fries (sponsored by the platform). I won't elaborate on the effect for the time being, and I think most businesses, especially local brands with small audiences, are well aware of it, and I don't need to step on it. Why are investment talents and French fries so cost-effective? There are three reasons. First, the marketing environment changes. Vicious grass planting is the fundamental reason for the change of marketing environment of Xiaohongshu. After receiving the project, most KOL may have never seen or tried their own products, so they cooked a set of grass-planting pictures and texts for fans through their usual routines and techniques. It doesn't matter how much external traffic there is. Maybe one tenth of the fans like it and have already achieved the project cooperation goal, which is why the notes of many high fan accounts are low-praised. I will talk about the specific reasons later. Second, changes in customer demand. Scene demand is the most anticipated experience of planting grass for customers, and it is precisely because of the continuous accumulation and fermentation of vicious planting grass that the scene demand of customers is increasing, which indirectly explains why there is a phenomenon of "high powder and low praise". Sometimes you can often see amateurs with few fans. A casual daily sharing experience can often reach several times or even dozens of times that of fans' praise collection. There is only one reason, that is, such a scene is very real. Third, the platform positioning changes. The little red book platform changed from sharing good things at the beginning to sharing advertisements. Whether the platform side admits it or not, the fact has become like this. More and more people no longer believe in experts planting grass and official recommendation, and more and more people prefer to use the platform as a daily decompression tool. Without the social function like WeChat and the media function of Weibo, online transactions can't compare with Tmall and JD.COM. Little Red Books will go further and further on the advertising sharing platform, and amateurs will be the last traffic communication group. Let's go back to today's topic. Local brands detonate small red books at low prices. Key words include: local, low cost and detonation. In fact, as long as you understand the gameplay of the platform and gain insight into the ins and outs of keywords, you can know how to work hard in every link of the operation of Xiaohongshu. First, the traffic rules of Xiaohongshu First of all, before answering the question, you must understand the rules of Xiaohongshu. Where is the traffic of Xiaohongshu? I found a picture on the Internet, which I think is basically correct for your reference. (Net map) First, the main traffic source of Xiaohongshu is "discovery-recommendation page", which basically accounts for 80% of the traffic. The remaining 20% of the traffic is allocated to users' search, attention and cities. So many bloggers with 10W fans sometimes have more than 20 likes in their notes. What do you mean? Explain that most of your articles are only browsed by fans who care about you, and the actual articles themselves have not been widely promoted by the system. In other words, the content of Xiaohongshu and the number of fans in the account are not the only criteria for evaluation. The phenomenon of low powder explosion is not a fantasy. Second, if you control the content in an amateur way at the application level, especially when the budget of local businesses is not particularly sufficient, the final effect may surprise you. Second, how to improve the proportion of "discovery-recommendation pages" Then let's see how the little red book platform can improve the proportion of "discovery-recommendation pages". I think the three core logics, the first opening rate, the interaction rate and the opening rate of search results are the most important. ① The opening rate determines the subsequent interaction rate. If the opening rate does not go up, the first wave of system promotion wants to enter the large flow pool, which is basically missed. The most critical factors that determine the opening rate are the title and the first picture. The writing of the title can refer to the title party in the PC era, and the first picture is simple. Find ten articles of the same type at random, choose the first page of two notes with the best data and imitate them. I won't talk about it here. You can study it yourself. ② The first opening rate and interaction rate determine whether you can enter the next traffic pool for promotion. This principle is exactly the same as the promotion model of Tik Tok. So for the cold start stage of notes, as the delivery party, you can manipulate a wave of data. But be sure to control the details such as IP. Now the risk control dimension of the app is unexpected, and there is nothing you can't do. Any regular behavior will be controlled by the wind. So we must imitate the behavior of natural people, especially the ip must be random. Of course, even if it is controlled by the wind, it doesn't matter. As long as you don't get the title of platform and keep your natural browsing and interaction habits, you will return to normal in a certain period of time. ③ The open rate of search results, which is well understood, is that the article seo is well done. Although the initial performance of the system promotion is not obvious, users find your articles by searching for keywords, that is, the open rate of search results. If the data is good, it can be recommended to more users. If you cooperate with the interaction rate, the system must think that you are a treasure in the eyes of users and can help users solve problems. Especially in the American part, many notes recommended by Discovery-Recommendation Page are 19 to 20 years old because of the platform and policy of Little Red Book. It's actually a good explanation. As long as your article is useful, the platform no matter when you publish it. So the open rate of search results is very important. You can understand it as a long tail keyword in seo. As long as the content is ok, you can get traffic for a long time. At the application level, in the face of many industry hot words, if the budget is not enough, then choose the "curve" operation. As long as you operate long-tailed words more, the final effect will not be worse than hot words. (data