There are two main parts to share today. The first is the analysis of the brand marketing advantages of Xiaohongshu; The second part is to solve the traffic growth dilemma of Xiaohongshu, including how to create popular notes of Xiaohongshu, the precise delivery skills of Xiaohongshu brand, and the drainage design. First, everything can grow grass, and the analysis of the brand marketing advantages of Xiaohongshu can be summarized as three points. First of all, there is a big difference between investing in small red books and advertising in general. The general advertisement may be over when it is over, but Xiaohong is good at planting grass, that is, as long as your content is good enough, even after a few months or a year or two, you can still get traffic. So if your colleague hasn't done little red book marketing yet, but you have already done it, and your whole layout is better than his, and you are one step ahead in content precipitation and crowd coverage, then you can better seize the user's mind and make the product more deeply rooted in people's hearts. Followed by precise drainage. It is very important that accurate drainage can let the brand see the results directly. Finally, word-of-mouth building. When many girls see a new thing or are confused about which one to buy, she will go to the little red book search. At this time, if your little red book content is well precipitated, it will promote the user's transformation from discovering you to recognizing you. The brand of little red book can bring a steady stream of purchasing power. Second, play the little red book and solve the traffic growth dilemma. Next, I will share with you the actual operation of the little red book marketing, including understanding some logic and laws behind it. How to make popular notes in Little Red Books? When it comes to creating popular notes, which is commonly known as "explosive text", it refers to notes with thousands of interactions (likes, collections, etc.). When everyone went to the little red book but there was no explosion, did you ever think about what went wrong? In fact, most of them are content problems. The content is divided into title and cover, and we have to understand the whole set of things behind it. At first, we can see how others write, but we can't imitate others forever. As a content planting platform, if you want to create popular notes, you must first formulate a content strategy. At the beginning, I told you that the little red book has a great advantage in its long tail effect. Its content exposure is not one-off, so the content quality must be guaranteed strategically. In addition, our content should be able to break the psychological defense of users' purchase. When users are hesitant to buy a product, if someone has already made the product layout in the little red book, then the user's transaction probability is relatively high. There is also the need to build a moat of brand content, which is very important for brands that want by going up one flight of stairs after the stage of selling goods. In the face of peer competition, if you have built a content moat, it will be more difficult for the other party to attack you, and the platform of Little Red Book can give the brand this ability. Have you found that some big brands started to lay out in Little Red Book three or four years ago? Some people have asked me that the bonus period of Little Red Book has passed. Is it too late to go to this piece now? Isn't there a saying that the best opportunity was ten years ago, followed by now, so it is still useful to put the little red book on. We should grasp several key points when formulating content strategy. The first is matrix play; The second is circle marketing, which is to package our product selling points according to the characteristics of people in different circles; The third is to create content that users like, which is also our key content today. I will introduce a case of matrix play to you, which is about Moby smart toilet. During this year's 618 period, it ranked among the TOP9 of Tmall 618 category. Since 218, this brand has been laying out little red books, the contents are all created by itself, and the accounts are also hatched by themselves. It incubates 1-2 accounts. In terms of content, the brand will study the published notes. If it finds that users are more interested in a note, it will create it twice, create it three times and copy it in batches. Therefore, the matrix's play is to thoroughly study a certain group, master the content that this group likes, and then implant its own content. For example, Moby smart toilets are mainly aimed at the post-9s generation, because the post-9s generation is already the main force of decoration now, and they are more likely to collect such contents, and often they are still in the decoration stage when they collect these contents, and they have not bought home appliances, which means that businesses can make a good layout for this group of people in advance. Here, let's take a look at the specific notes of their home. This brand has many numbers, but it doesn't have to be called Moby Smart Toilet. Just focus on the content that the target group is interested in, the selling point of the product and some extended content. Of course, this is just an example for reference. Let's see how people do small red books in the market. In the whole content planning process, first of all, it must be specific content planning, such as crowd research. I always think that managing people is more important than managing products, and you will find that most of the things you can do are serving people. Another example is the scene, the little red book notes of the smart toilet shown to you earlier, which may create a scene that is ready to decorate a new home after 9. The second is content testing. Many people don't think about testing first to see if it works when they do something. Many rules of the little red book platform will be adjusted, so you can only test it yourself, not that it has always been like this. When I say ok, you will start mass launch immediately. You can test in a small area and get good results. It is very important to copy and enlarge the third step after you have the sample. Finally, it is the optimization of the complex disk. We have to evaluate whether the content put in front is feasible, what can be further optimized and so on. Regarding the method of creating explosive articles, we should first compare the excellent notes and the poor notes on the market through in-depth case analysis, and analyze the good and bad places respectively. Secondly, if we are more detailed, we should disassemble a note, including its title, cover and copy, and clarify the logic behind it. Finally, sort out a set of formulas and templates and make them in the form of fill-in-the-blank questions, so that whether you are writing notes yourself or your team is doing it, you can ensure that the whole process is effective and scientific. Doing any marketing is the same, and it must be justified. So what is the underlying logic of the explosive content? First, the explosive articles in Little Red Book belong to tutorial category, raiders category and collection category in content selection. Secondly, in terms of methods, it is of certain utility to rely on celebrity's effectiveness, accurately locate the crowd, create vivid scenes, and grasp the time period. Third, it is very important to grasp the user's emotions. Fourth, we should also strive for some icing on the cake and consider how to make the content better. Now analyze the content of the explosion with a specific case. First of all, look at its title and cover. The title of this explosion is "Double Eleven Stocking List for 2-year-old Female College Students". The crowd positioning is very clear, with gender, age and identity delineated in front and crowd demand followed. It can be seen that this title is regular, and we can learn from it directly in the future. For example, for the Double Eleven, we can draw a note called "Double Eleven Stocking List for 3-year-old Women". Then the cover of this note is also more scene-like, which is a very rich collection of cosmetics in kind, and it is easy for people to have the desire to go in and find out. Then there is the inside page of the note, the cover is called the head picture, and the picture inside is called the inside page. We should go in and see how people present the content. There is also an analysis of the data of a note. Generally speaking, more praise means that everyone likes it. If there are more collections, they generally belong to the dry goods category. Let's look at another note. Just now, it was mentioned that you can use the celebrity effect. For example, this note is based on the star effect of "Ju Jing _", and its title is directly "Ju Jing _ Imitation Makeup 2. The Importance of Changing Eyebrows by Hand", which contains two major elements. The first is the celebrity element; The second is the dry goods element, that is, "teach you to change your eyebrows by hand". The word "unarmed" can be extracted, and this word can be used in the promotion of many beauty products. This note is summed up as a paradigm of "celebrity+action+result", and the cover is the result, showing the whole makeup effect. Then the inner page is written in detail, such as how to draw eyebrows and lying silkworms, and how to solve the problem of hairline. There are tutorials in the inner page. It is also particularly important that many explosive contents of Little Red Book are "solutions to problems for lazy people". In the future, when creating content or cooperating with bloggers, everyone will follow this principle and seize the universal pain point of human inertia. As for how to add icing on the cake to the content, that is, pay more attention to details on the basis of your original content. For example, your notes are related to a certain part of your face, such as eye shadow. Then we can add an enlarged eye contrast picture in addition to a photo of the overall makeup, which will attract more attention. Then we look at the title, "Supernatural Eyelid Down, Eyes Enlarged by 2 Times, with a Detailed Tutorial". What is its structure? First of all, "supernatural eyelid down" is the main dry content that the notes want to convey, and the effect it brings is "double magnification of eyes", thus stimulating users' interest and attracting users to click on the "detailed tutorial". The overall content is also a collection of tutorials and strategies that meet the needs of users of Little Red Books, and such notes are more likely to become explosive. Of course, "small explosion" depends on us to grasp the law of explosion, and "big explosion" depends on luck in addition to human factors. Next, I will analyze how to grasp the user's emotions through the small red book explosion notes in the maternal and child section. If your products are maternal and infant, there are many emotional points that can be grasped. For example, this note captures the possible antagonism between a female friend who is a new mother and her mother-in-law, and emphasizes that this dry goods can be "shown to her mother-in-law", which makes this note more interesting. Besides mother and baby, other notes are the same, and keywords such as "boyfriend", "girlfriend" and "husband" can also stimulate users' emotional points. Looking at this title again, in addition to explaining that the main content is "42-day moon meal", it also guides users to print it down and "stick it in the kitchen and eat it according to it", and really put the contents of the notes into life to make the content more penetrating. This is actually secretly guiding users to collect notes, rather than saying that it will end after reading it. For example, the collection of this note has exceeded 1,. And the target group of this note is Bao Ma and Bao Dad. First of all, its cover is very impactful. Generally, such groups are anxious when their baby is sick. When they see such a cover, it says "No injections, no medicine", and they will easily click in to see it. Although it is a product promotion note, people have also written very detailed dry goods, coupled with the scene that the baby is sick, it can also be welcomed by the corresponding people. There is also a kind of note that is not embedded, such as this one about the baby's medical insurance, because parents have to go to many places to get a medical insurance card for their baby, so someone has arranged it for you, and you just need to collect it and do it, which is in line with the principle of "providing solutions to problems for lazy people" mentioned earlier. There is also a kind of notes in Little Red Book, whose titles are bright, that is, they do the opposite, unfold in the form of self-mockery, and their contents are reversed, and sometimes better data results can be obtained. For example, this one is titled "Don't believe it! The hot moms in Xiaohongshu are all liars! ",the previous content is what hot mom doesn't go to work every day, does not eat every day, etc., then users really want to know the secret content behind, which is also to attract users to read it, and finally tell you that in fact, hot mom stays up late every day to work overtime, resulting in dull skin, etc., and a content reversal has come. So the shell of the content is also very important. For example, there is a word called "sugar-coated cannonball". Everyone can understand sugar-coated as the content that the target group is interested in. Cannonball is what we want to give. We must have a shell to attract users, and finally we can highlight our content. If you are a cannonball when you come up, users will definitely be scared away by you. If you understand this point, this method can be used for reference in any plate. If you are creating content that is wearable, many explosion notes in Little Red Book are directly put into the store screenshots. Do you think this is not promoted? But people are also sincerely sharing. You say this is an advertisement, but it is also the content. Therefore, this model can be boldly referenced. There are also some notes that are all screenshots of the store. Although it is obviously advertising, it is undeniable that its content can help some users. Users can collect them and buy them, so they don't have to search for them themselves. In the case of food and drinks, in fact, the food shared in a note may be implanted with many products from your own home, but this sharing can really meet the needs of the target users. Although the current users are much smarter than before, and people may not believe you when you share it, it is really difficult for people to guess whether I am advertising or sharing it sincerely in this form. There is also a food tutorial class, you have to make a food, and the things presented in that note, even pots and pans, may be our products implanted. Like this note, it also takes advantage of the star effect. It doesn't mention this star, but puts some film and television and variety clips on it, but users will see it themselves, and then the following dry goods tutorial on this food practice may implant some of our products. Next, this note is about the practice of New Year's gift package. Its most prominent place lies in the scene, which is one of the secrets of building a small red book-grasping the time period. Generally, we will dig and analyze this month's hot spots last month. Like recently, the Mid-Autumn Festival is undoubtedly a topic that can be used. Like many posts sharing moon cakes, you can find that every year is a reincarnation. Like this note, it is actually a dry food category, but it adds some topics, such as "feeding your girlfriends" and "homemade New Year gift packages". In addition to holidays, you can also grasp the sudden rise of topics at some time nodes, such as yyds, which was suddenly popular before. At first, everyone didn't know what it meant, but there must be some people who would be interested in these contents. To sum up, it's still the same sentence about how to create popular notes on little red books: the business people are in the front, and the products are in the back. Although I have just talked about many ways, the core is still people. It will be very easy to create content after you have studied the preferences of this part of the population.