Since 15, it is obvious that the threshold for the promotion of little red books is getting higher and higher! Recently, however, a friend asked me if I wanted to promote it in Little Red Book. At present, businesses suitable for the promotion of Little Red Books are generally divided into two situations: the first one: enterprises that need to be brands: exposing and building the real reputation of product users through Little Red Books. Second, some enterprises have opened stores in Tmall, JD.COM and Vipshop. Because Xiaohongshu is mainly planting grass at present, although it can bring some sales, the core point is not here, but planting grass to achieve better transformation of other platforms. The core reason why people are willing to pay for the promotion of Xiaohongshu now is that compared with Taobao training, the promotion cost is lower, and it is easier to generate ROI, and brand words, product keywords and grass planting content will be included in Xiaohongshu and even Baidu for a long time, thus improving the sales conversion rate of products. Although Xiaohongshu has been recognized by the industry as the most effective community promotion platform at this stage, its professional popularity is not high, and it is not easy to do a good job in Xiaohongshu. In this article, I will explain the three core contents of Little Red Book screen marketing to help you learn the refined operation of content marketing and realize the real integration of products and effects as soon as possible. First of all, let's read the rules of Little Red Book. Many friends have encountered these problems: being blacked out by Xiaohongshu at the beginning of promotion, prompting violations as soon as the notes are issued, or not being included, restricting traffic, etc. In fact, it's all because people don't understand the content rules. There are three rules in Xiaohongshu's community rules: 1, fairness mechanism 2, monitoring mechanism 3, and detection mechanism fairness mechanism: Because there are too many notes generated by Xiaohongshu now, 5-6 similar topics may be generated in one second. In order to prevent the ranking of notes from floating too fast, Xiaohongshu set up a delayed update of the ranking, which is why it takes ten days and a half months to see the top effect of the notes we put in. The monitoring mechanism means that after the notes are sent out, it will monitor the authenticity of likes, comments and collection sources, as well as whether your articles are original or copied from others. As long as there is a problem with one dimension, the platform will not recommend it! Detection mechanism refers to whether the article contains illegal behaviors such as guidance, inducement and marketing. If a certain number of notes violate the rules, Xiaohongshu will completely limit the exposure of the relevant content of the brand, and if the circumstances are serious, it will be sealed. I have probably listed the places where businesses are prone to violate the rules in promotion: 1. The promotion instructions are written in hard and wide business. A friend asked me why I was convicted of violating the rules for writing soft articles. In fact, it is difficult for people who have no experience in content operation to see whether the article is soft or not. This degree needs professional control. 2. The promotion content includes sensitive words related to purchase and drainage, such as direct micro-signal, repurchase, purchase, ordering, price, quantity, Taobao, Tmall, JD.COM, Suning.cn, purchase, APP and other AAP matching, as well as induced words that cannot be involved by telephone, such as making money, part-time job, various price reductions, activity benefits and discounts. There are also marketing words such as strong recommendation, Amway, quick buy, quick buy and quick buy. 3. You can't attract attention/praise/collect/brush comments through lottery and welfare activities. 4. You can't include induced drainage information, such as booking physical stores and guiding customers to buy in Tmall JD.COM. Whether users go or not is their own will, and you can't guide them in your content. 5. The title should avoid bringing in the product name and brand name. Only after detecting that there is no problem with the notes will the notes be recommended to the user. What is the recommendation mechanism of Xiaohongshu? Let me read it to you. Notes will first enter the public watershed, and the platform will be exposed according to users' preferences. For example, people who like beauty will read cosmetic notes, people who like food will watch food, and people who like to travel will watch travel. If the account you choose is of high quality, your notes will be recommended first and your exposure will be greater. When a note has a high click interaction rate within a certain period of time, the little red book will be recommended to more people, and the note will be more likely to be topped. Someone asked me if I can buy data by interactive click-through rate. In fact, Xiaohongshu will also check the time that users stay in your notes, that is, the longer users read, the more valuable your notes will be. The data bought are generally brushed by machines, which is not helpful and easy to violate the rules. How to play when selling goods in Little Red Book? Next, let's talk about how to sell little red books. Before I say anything, let me explain a few cases to you. The first one is that friends who pay attention to e-commerce beauty may know better. This brand was founded in 20 16 years, just over two years. As of 20 19, Perfect Diary Tmall Beauty ranked seventh in monthly sales, followed by top international brands such as Givenchy, Haute Couture and Dior. When 20 18 pairs 1 1, the selling time is 1 hour for 28 minutes, and the sales volume of perfect diary is the first in the industry. Why can a new brand perfect diary make a breakthrough in such a short time? In fact, it depends on the little red book. Since the end of 20 17, the perfect diary has included stars, heads, middle kols, tail kols and amateurs. The brand's notes on planting grass once occupied a dominant position in Xiaohongshu, and it was split due to the second spread brought by word of mouth and influence. Up to now, the perfect diary has 65438+ million+notes. Xiaohongshu is different from WeChat official account. You can't find two identical notes. Perfect Diary cooperates with the blogger of Little Red Book, which is original by the blogger, writes notes and publishes them. Users have a high sense of trust and are easy to believe and buy. When they feel good, the users who buy will spontaneously share and post notes on the little red book, forming a secondary communication. If you have a perfect diary and an advertising budget of millions of dollars, you can put it on a large scale like it. However, for some enterprises with small budget but want to improve efficiency, refined content delivery is the most ideal choice. The second example is a BIMIX beauty instrument project that we made ourselves. The brand of beauty instrument was transformed from a traditional factory. At the beginning, the new brand just invested tens of thousands of dollars with a try mentality. Unexpectedly, after the launch, 30% of the banknotes were placed on the top. When I searched for "Eye Radiofrequency Instrument", the first few articles were all our notes. Moreover, as soon as Taobao searched for eye RF, it also began to appear the brand related word "bimix eye RF" recommended by the drop-down. Now, the tens of thousands of dollars invested have already been paid back. Moreover, after taking notes, many users spontaneously released the notes of bimix eye RF instrument. When Baidu searched, there were many notes of Bemisi's little red book, which brought good exposure and drainage to the brand. In fact, after studying our delivery methods, you will find that our refined delivery is similar to the delivery of big brands, but why can't the merchants themselves and most mcn organizations do it? Because most people don't grasp the three cores of community delivery: KOL, content and rhythm. First, KOL. Many people think it is better to find some celebrities to write notes and publish them. Actually, it is not. To be clear: the number of bloggers is not equal to the quality. If you just find some bloggers to post, it is ineffective, and it is easy to be blacked out by Xiaohongshu because of the poor quality of notes. So let's do a KOL screening first: 1. Look at the interactive data. We can first judge the screening from the Tibetan praise data of each graphic on the homepage. Under normal circumstances, bloggers have different topics, content and release time, and the data is good and bad, and the ups and downs are normal. However, if you open a blogger's homepage, some have hundreds of likes, and some only have dozens of likes, you can judge that the quality of this blogger's creation is unstable, in other words, there are no stable fans. If you choose such a blogger, you may write explosive articles for you, or your notes may be ignored. At the same time, if the commercial articles in the article praise the collection of comment data much higher than other notes, it means that data maintenance and water are great. In addition, if you look at it, there are hundreds of likes, only one or two comments, and you can also judge that it is the data that is brushed out. 2. Look at the message area. The message area can reflect the fan activity and stickiness of each talent. Many people think that the more news, the better. In fact, the comments of real people and machine brushes are surprisingly consistent, and there are many "where did you buy it? How does it taste?" It is very easy to use and it is very easy to place an order immediately after planting grass. " In another case, people hold each other's groups, click on the accounts of several notes in the message area, and find that the first seven or eight are KOL, and everyone brushes comments with each other. In addition, we will also check the consistency of user messages and notes, such as store notes. Most of the messages boast that the blogger's lipstick clothes and shoes look good, and they don't care about the shop at all. It's useless to put them in. 3. See if the blogger has sent a similar product. For example, the product invested this time is a beauty instrument, so if you choose an account that has written a beauty instrument before, Xiaohongshu will support more traffic accordingly. In addition, it depends on whether the blogger's attributes are consistent with the product attributes. For example, some maternal and child products are called beauty bloggers to endorse, and the effect is definitely difficult to guarantee. 4. With the help of the brand partner platform, you can use the official account to log in and view the data of celebrities who have obtained the brand partner qualification. Under normal circumstances, the ratio of exposure to reading of Daren's non-commercial notes is about 10: 1, which means that 10 people are exposed to 1 person. If the exposure rate is high and the reading volume is low, it means that the ability of experts to make high-quality notes is very low. But this platform can only see the data of brand partners. At present, Xiaohongshu's partners are few and expensive, and most non-cooperative bloggers can't see them. It happens that these bloggers are the ones we must choose, so how should we judge? Most people think that there is no problem with the previous data, but it is best to ensure the quality. In addition to using professional tools, professionals are also needed to judge the creative ability of bloggers, including the ability of copywriting, selling point communication, advertising marketing, photo shooting and processing. This kind of judgment requires professionals to have professional copywriting literacy, strong content creation ability and rich professional experience. These are beyond the reach of tools. After engaging in brand planning, we have served hundreds of domestic and foreign brands, and the content of the new media team we have trained is very professional, so this aspect is very dominant, which is beyond the reach of many small red book mcn institutions and brands themselves. Before choosing KOL, we will make a good layout of KOL in advance, and reasonably allocate 654.38+ million powder head KOL, 50-654.38+ million powder middle KOL, 654.38+0-50 thousand powder tail KOL and 654.38+0-654.38+0 million powder amateurs according to the brand budget. Generally arranged in a pyramid shape, such as 10 head, 30 middle heads and 60 tails, 100 amateur. I met him, too. A friend analyzed his KOL list for me. When I saw it, most of them were1-20 thousand powder tail kol and amateurs under 5000. Although the cost of this scheme is low, the effect is not much better. If you don't believe me, you can have a comprehensive screening. KOL is the core of the content. Let me talk about the main contents: keyword layout, direction planning, note-taking requirements, and selling point writing. These fragments should be reflected in the writing requirements of bloggers. The first keyword layout, after determining the product to be launched, we should choose the words that users use the most when searching for this product, and at the same time combine the keyword notes of Xiaohongshu to make a choice. For example, an eye beauty instrument we made, the most searched by users is eye massage, but there are 6.5438+0.5 million notes in Little Red Book. If we take this as the core keyword, it is difficult to reach the top. Other keywords, such as eye beauty instrument, included 30,000 notes. According to the brand budget, the top matching rate is not high, but it is also very promising. So in the end, we use the eye beauty instrument as the main keyword, and the eye RF instrument, eye bags, eye lines and eye circumference as the auxiliary keywords. Finally, our top ten ophthalmic beauty instruments ranked second, and ophthalmic RF instruments ranked fifth. So far, even if the eye beauty instrument has not been put into maintenance and brushed off by new notes, there are still several accurate words in the eye RF instrument (often with high conversion rate), and the conversion rate of accurate words is often higher. The second note direction planning, many brands will ignore this point when doing the launch, but this is often the most important, because the direction is determined, all note effects can be twisted into a rope, thus driving growth. Let me give you an example, such as an eye cream. Its main function is to improve eye problems and anti-aging. Then I will divide it into several directions according to the classification of users and bloggers. For young girls in their twenties, this is an eye cream that can keep you awake all night and turn you into a fairy. For bloggers over the age of 30, this is an anti-aging and anti-aging eye cream. Different products will have different writing directions, and it is not enough to list the selling points of keywords. The third note requires that when listing the requirements for bloggers, many people will ask for how many selling points to write, and even a keyword will appear in several lines. In fact, this will limit the creation of bloggers, and the content of the final notes will be the same. When I meet an uncooperative blogger, I will also tell the user that this is what the advertising father asked me to write. Therefore, we clearly tell bloggers not to copy selling points, the title should contain keywords, the content should be based on their own lives, and it should be soft enough to write dry goods and soft implants. For some products that are difficult to shoot, we will also give shooting suggestions, and even directly provide the pictures that we specially shot for Little Red Book Notes. A picture will only be used once. The fourth selling point is also very important. Many people will sort out the product functions directly and send them to bloggers. In fact, this is not right. Features must be clearly written. You should write clearly the principle of this function, what benefits it has to consumers, and write it in the most understandable words. Like us, the sales copywriters are professionals. Write the selling point to the blogger. After sorting out the selling points, bloggers can easily get the points that consumers are interested in. After processing, they will form very grassy notes. The fifth piece of audit optimization: how to optimize audit has become a difficult problem for many friends. I once saw a KOL complain that an auditor is like a Chinese teacher, learning her grammar word by word. In fact, this is not only ineffective, but also easy to cause KOL's disgust. Little red book notes are not writing a composition, but more like chatting with friends, and the style is more natural and easy-going. Therefore, the audit is generally in these blocks: 1, whether to write according to the writing requirements, whether to deviate from the direction and so on. 2. The logic of the article. Generally speaking, as long as you choose KOL, you don't need to worry about this one. 3. Whether the selling point is written correctly depends on whether the core selling point is written correctly. 4. Whether the first picture and title are attractive and whether the title is beautiful enough. 5, topic selection, to give bloggers an alternative topic. Generally speaking, if the notes can't meet the requirements after being revised twice, it is recommended to take them with you for revision. This requires auditors and optimizers to have professional content literacy, and their own ability is much stronger than KOL. In this case, after we correct it, some amateur notes can also achieve the effect of KOL. Having said that, let me talk about the delivery rhythm. Before the launch, it is best to combine the new launch of the product, because the little red book will match the waterfall recommendation when it is launched, so that it will be easy for customers to place orders after they are planted with grass. How long is the delivery cycle and how many articles are delivered at a time? We should deliver them rhythmically, and we should not be chaotic, so as to stabilize the drainage for a long time. I have seen some people write twenty articles a day, and some people don't write a note during the execution. This is not only ineffective, but also easy to violate the rules by putting too much at a time. In addition, the ranking of KOL should also be considered when launching. If you configure star KOL, head KOL, middle KOL, tail KOL and amateurs. Then generally speaking, first publish the content, attract attention, and then KOL tries to plant grass, and then agrees that amateur experience is obvious. The effect of selling goods is achieved by planting grass in xiaohongshu. This paragraph has been said a lot, and I believe everyone has gained something now. But achieving the goal of sales can only be regarded as a small goal of making a little red book. As a brand, we need to pay more attention to how our merchants can realize the investment that can bring far more than expected results. Next, I will tell you about it. The investment of advanced gameplay is 65438+100000 yuan, and the effect is 65438+100000 yuan. First of all, as a brand drop-down word, many people may not know what a drop-down word is. For example, when a user searches for "breast massager", "honey breast massager" appears in the optional keyword at the bottom of the search box, so that the user can see you at first sight before seeing the information of other competitors, which can help the brand to effectively drain and transform. The key to brand drop-down depends on how many people search for this word. There are three core points, one is the content of notes, the other is the layout of brand keywords, and the third is the number of notes. How to understand the first point of notes? In fact, this is the quality of the notes you put in. Good quality notes, strong ability to plant grass. There are many people who want to buy and search, so it is easy to see drop-down words. As mentioned before, the quality of notes requires professional content planning and control. The second brand keyword, in the requirements of bloggers' creation, must give the brand core keyword. For example, the drop-down word I want to do is honey trap breast massager, and the blogger's comments can't be written as honey trap breast massager, or honey trap breast treasure, or separate the words. The third point is the number of notes. Everyone should understand that the more high-quality notes you put in, the more people will search. Generally speaking, if there are brand drop-down words, the number of notes should reach at least 50, and the KOL of the head, middle and tail should be distributed in proportion to amateurs. Advanced gameplay 2: keyword topping What is keyword topping? In fact, when users search for a keyword, your brand-related notes will appear in the top ten. Top notes not only have good exposure, but also get long-term continuous traffic. At present, most ways to set the top are through manual maintenance, which requires maintenance, usually for one month, or it will fall off without maintenance. A note costs 3000-5000 yuan, not including the blogger's manuscript fee. And we are naturally on top, that is, after the blogger finishes posting, we don't do any maintenance. Well done, users like to read it, and the official recognition of high-quality notes can make it top-notch. This kind of note works very well. The Bemis Eye Radiofrequency Instrument we invested a few months ago is still in the first place, and there is no extra charge. To sum up, the core of keyword topping is three points: first, the number of notes; The second is the choice of keywords; Third, the number of notes is the first point of content quality. This is easy to understand. The larger the cardinality, the higher the probability of a note topping. The specific quantity needs to be judged according to the brand situation and the launch plan. The second point is keyword selection: the selected keywords should be searched not only by the target users, but also by those users with few competitors. If the budget is sufficient and the number of notes is large, you can also hit more than 50 thousand keywords. How to do this is mentioned in the keyword layout of the above content. The third point is the quality of content, which is the most important. The fundamental reason for winning the prize is the quality of notes. Only by controlling the quality of all notes can we improve the probability of keyword topping. Advanced gameplay 3: KOL upgrade method This gameplay refers to making an amateur with 1 0,000-5,000 powder achieve a small KOL, while a small KOL with 1 0,000-50,000 powder achieves the effect of a central KOL or even a head KOL. The key is to improve the quality of notes. First of all, screening high-quality kol is the basic requirement. These kols have a certain creative ability, and the content will not have any problems. What we need to do is to optimize the notes before putting them in, focusing on pictures and some details. The first photo must be beautiful and preferably unique. Generally speaking, if the pictures given by bloggers are not satisfied, we will give specific suggestions for remake, such as holding them and giving a demonstration angle. If the photo is qualified, but after evaluation, it is considered that there is still much room for improvement in aesthetics and attractiveness, we will even have professionals to guide or personally optimize it. The title needs to be attractive and contain keywords. Most bloggers do not have the ability to make explosions, and it is difficult to master the deep logic and high-end skills of copywriting. At this level, there will be experienced explosion copywriting for optimization. Other details need to be paid attention to, such as choosing themes and characters according to the data of Little Red Book. It's not a day's work to do a good little red book. It is also through long-term experience accumulation and gathering outstanding talents that we can do this well. Here I want to thank some of my good friends. They first gave me the opportunity to let our team test the water. Now I am more confident to help more corporate friends do the little red book.