What I share today is a question that many people care about, that is, the promotion budget of Little Red Book. This is a big or small topic. Why? First of all, we can learn about the types of advertisements currently promoted on the platform of Little Red Book. Here, I divide it into three types of advertising options. Although I may not be able to give you the exact amount of expenses at present, it can help you estimate the budget range before launching Little Red Book. Of course, we can also give a superficial approximate amount based on past experience, which is only known and different from the types and strategies of advertisements. So I think it is better to give it to the fishing club than to the fishing club, so that we can have a good understanding of the advertising budget evaluation of Xiaohongshu. Then the details are as follows: 1, Xiaohongshu official commercial cooperation advertisement 2, blogger cooperation advertisement 3, in-station marketing tool advertisement 1, Xiaohongshu official commercial cooperation advertisement. There are two common types here: the investment promotion of Xiaohongshu platform's own marketing IP and the joint advertising of the platform; (1) The self-owned marketing IP of Xiaohongshu platform mainly conforms to a lifestyle of Xiaohongshu community users, which is based on the platform's insight into the hot topics and trends in the site, and through the discussion and interaction with users through KOL/KOC (Daren), the brand can better carry out scene marketing. For example, at that time, QQ Star Children's Milk under Yili Group cooperated with the marketing IP of the platform in order to enter the advertising marketing of Xiaohongshu parenting circle. According to the data of the same period, in "Please Everything's Room", the bloggers and users of Xiaohongshu produced over 654.38+00000 high-quality notes, over 20,000 people participated in the topic discussion, and the overall view of the topic exceeded 22 million. Moreover, the search ranking of QQ stars in children's milk category has risen significantly, ranking among the TOP5 records. For example, in the third phase of the "Super Delicious Supply Station" last year1/month, Xiaohongshu officially cooperated with more than 4,800 convenience stores such as Rosen, Tang Jiu, Su Guo, Youjia, Hospitality, Neighbourhood and Xinjiayi to create the marketing IP of "Life Five Flavors Convenience Store", and at the same time, combined with five major food brands (Yongpu Coffee, Yiran) Ignite the enthusiasm of users to participate. A large number of users are attracted to offline stores by online content, and the punching experience and stories are shared in Xiaohongshu. Overall, the total number of views on the topic exceeded 20 million, and the total exposure of TVC short films was nearly 50 million, exceeding the total exposure of 200 million+activities. (2) Platform joint launch Speaking of cross-border joint launch, everyone should be familiar with it. Yes, and then here is the content jointly created with Little Red Book. For example, the series of "Little Sweet Potato" milk tea jointly created with Xiaohongshu in 2022 was listed simultaneously in 800 offline stores across the country. During the activity, in addition to the joint action of Naixue Tea and Xiaohongshu platform, the most direct action also triggered a series of actions by bloggers at different levels. When the word "Autumn Mountain God" is mentioned, most people always think of the automobile brand Wuling Hong Guang at first. Yes, it is this automobile brand SAIC-GM-Wuling and Xiaohongshu that launched a "fashion activity" aimed at young people, turning Hong Guang MINIEV into a "walking graffiti wall" activity. Together with Xiaohongshu, the redesigned joint-name model was released, and the closed-loop whole-station communication of the off-line and online auto shows of 100 car owners was launched, which completely refreshed the brand awareness and became a hot-selling model of the whole network. 2. Blogger cooperation In view of the uniqueness of the platform community of Xiaohongshu, cooperation with bloggers in advertising can be said to be the most commonly used means for brands to launch in Xiaohongshu. Then, if we simply look for the blogger of Xiaohongshu to advertise, one of the most frequently mentioned questions is how much cost information the blogger needs to advertise in Xiaohongshu. Well, in order to avoid advertising suspicion, then I will directly satisfy you with the big market, for reference only. The above picture shows a summary of the estimated delivery cost of commercial bills related to skin care brands in Xiaohongshu in February. We can also find that the number of people who cooperate with brands with high launch cost is not necessarily more than those with low launch cost. Why is this? This is mainly due to the different types and levels of the corresponding cooperative talents, which means different cooperative quotations, and the higher the level of talents, the higher the corresponding quotations, so it will naturally appear that the cost is high and the number of people reached is not necessarily high. Then, the small red book bloggers are easy to manage, which can be generally divided into: amateurs (300 ~ 5k fans), junior talents (5k ~ 5w fans), waist talents (5W~50W fans) and head talents (fans: 50W). Star artists or bloggers with well-known KOL (all with V certification mark) or above have different corresponding strategies when they go online on the small red book platform, such as chestnuts. For example, choosing celebrity artists in Little Red Book has stronger overall appeal than other platforms, and its corresponding release notes can arouse deep interaction among fans. However, the promotion price of celebrity artists is naturally higher, and the effect is not necessarily better than the head and waist. Therefore, whether it is necessary to choose star artists or head talents for the press conference mainly depends on the brand budget and the strategic stage of the brand to match and combine the press conference. Of course, it is also an important and necessary link to identify and screen the quality of cooperative bloggers before launching. Therefore, when paying attention to how much money is needed to promote the little red book, it is best to prepare how much budget according to your actual situation, which is a correct thinking direction for the launch of the little red book. This is true whether you screen bloggers yourself or cooperate with the MCN organization of Xiaohongshu. The following is the quotation I randomly intercepted from experts' report notes in the field of skin care at all levels (PS: the computer screen is really not big enough. . . ), you can estimate the scope of related promotion expenses according to the blogger's portfolio in your own launching strategy. Of course, the quotations of different bloggers are also uneven, involving other aspects, so it is normal to fluctuate up and down. The emphasis here is on reference or prediction or understanding. Amateur Notes Quotation: Primary Notes Quotation: Waist Notes Quotation: Head Notes Quotation: Famous KOL Notes Quotation: In addition to the public quotations of TAs, the fees of different types of bloggers are also uneven. In fact, one is the cooperation with the MCN organization of Xiaohongshu, which is also the most direct understanding of the relevant quotations of bloggers with different fan levels. Generally, it will provide consultation and implementation plan, and the quotations of different Little Red Book MCN companies are different. After comparing many companies, we will make a choice. Seeing this, some friends may think that since amateurs are cheap, it is not enough to directly invest the expenses of some talents who have already invested in the first waist and head into amateurs. This idea used to be used when the platform was not strictly rectified, but now it is really not recommended at all. Why? For example, some time ago, the brand was banned twice, mainly because soft articles were written and distributed by others, which was obviously caused by a large number of amateur shops. Although amateur shops can reduce their budgets to some extent, in fact, the placement of bloggers is only one part of the transaction, so be cautious. The last point about the launch and promotion of Little Red Book bloggers should be effective. In addition to other related preparations, it will take some time to maintain continuous launch. If you want to try the effect once a month, to be honest, it really won't work, because it is basically no different from whether or not to launch a little red book. To tell the truth, the little red book thought a lot at the beginning and immediately saw the effect, which really wasn't suitable for this platform. Of course, the budget can speed up the effect. 3. Marketing tool advertisement in Xiaohong Bookstore Marketing tool advertisement in Xiaohong Bookstore is a promotion method to use the official tools of Xiaohong Bookstore to complete the traffic exposure in the station. This should be easy to understand, that is, how much you want to spend. Four common paid promotion tools: (1) brand advertising (2) effect advertising (3) French fries (4) dandelion platform brand advertising: brand advertising is mostly charged by exposure (cpm), that is, by exposure unit. Similar to the charging logic of Taoxi drilling and exhibition tools before. Effect advertising: This is also one of the advertising marketing tools that we often hear and use most in Little Red Books. There are two main delivery modes of effect advertisement, namely, information flow advertisement and effect advertisement. Among them, the promotion purpose of the two is consistent with the delivery target and payment method. For example, it can be used for account and partner notes, grass planting promotion, pure product exposure, collection form promotion, account private letter marketing consultation and so on. French fries tool: it is mainly an auxiliary tool of the platform to help creators increase the exposure of notes and let more users see them. By paying a certain amount of money to buy the corresponding estimated exposure of paper money, a certain period of time can be quickly shortened to verify the popularity of paper money or verify the quality of paper money for optimization and adjustment, so as to detonate the potential explosive paper money more quickly. Commonly used in dandelion platform, it is used to test and optimize content notes, accumulate the basic heat of notes, and continuously maintain notes from the discovery page: it is mainly used as an official exclusive platform for brands and bloggers to carry out business cooperation, plant grass and promote docking. Moreover, you can check the target bloggers or find the relevant information of bloggers. For example, we can use an official tool when screening bloggers ourselves, which can roughly understand and judge a related information of bloggers, with the emphasis on free use.