There is no need to say more about the current commercial value of Little Red Book. Compared with other content platforms, its main advantages lie in the community atmosphere and content. Through a large number of creators and better fans interaction, Little Red Book has gradually built itself into a unique At present, no other company can imitate the community atmosphere of "grass planting" platform. In terms of content creation, Little Red Book mainly has several characteristics, such as short and smooth content form, decentralized content distribution, and creators concentrated in the middle and middle. In this way, Little Red Book has gradually formed a community environment for efficient communication.

Based on the characteristics of the Little Red Book platform, there is a model for how to create a brand blockbuster. Let's take a detailed look at the four basic points of the blockbuster operation model.

First point: brand positioning

The first thing to understand is why we need to consider brand positioning before marketing?

Because brand positioning is the foundation and key of enterprise marketing, any strategy needs to start from itself and the actual situation, so that we can know ourselves and the other, and win every battle.

To do a good job in brand positioning, it is necessary to clarify the user profile. We can make a user classification from the basic profile and consumer profile. The analysis points of the basic profile can be summarized from gender, age, city, education background, interest, etc., and consumer profile can be analyzed and summarized from brand tonality, use scenarios, main needs, core groups, pricing range, etc.

After knowing the user profile of their own brand, we also need to know the operation means and effects of competitors on the Xiaohongshu platform, so that we can better distinguish the track and find our own brand advantages.

We can conduct competitive note search on Little Red Book, analyze popular words published in notes, high-frequency words searched, and their content forms, summarize the performance of competitive products in the industry on Little Red Book, as a reference, and improve our brand positioning strategy.

Through comprehensive analysis, we will determine our brand positioning, achieve competitive advantages at the same track, and develop steadily at the new track.

Second point: pass on selling points

Brand should find its own core selling point in marketing. The core selling point is the most valuable one among all selling points, and it must be the most differentiated and competitive point compared with competing products.

Then we should maximize this point and use all our strength to put it in. Only by putting all the strength into one core selling point can we break through the threshold and be remembered. Many products have no core selling points. They publicize more than ten selling points at a time, list various advantages of the product, and say a lot of advantages, but consumers can't remember any of them. You want to represent all, but in the end, nothing can be represented.

After finding the core selling points, in the process of note creation, you can help to deliver the core selling points through the advantageous selling points. The core selling point answers the consumer: Who am I? Why choose me. The product advantage selling point serves the core selling point, is the trust of the core selling point, and is to let consumers believe in your core selling point.

Core selling points:

It is the most competitive and differentiated point compared with peers.

Product advantages and selling points:

It refers to the product's own advantages, sales advantages, authoritative certification, raw materials, special processes, unique packaging, etc

Three golden rules of core selling points:

Solve the real pain points, give real benefits, and have real value

Four golden rules of advantageous selling points:

Copy understanding, user orientation, combination of truth and fiction, matching user needs

Third point: deep co creation

For new products, if you want to quickly seize the race track in Little Red Book and penetrate the minds of users, you need to use external forces to carry out network publicity, so that you can make a blockbuster and build brand momentum; For mature products, if you want to maintain user sentiment, maintain brand freshness, and achieve high efficiency, you also need to constantly cooperate with bloggers to create new products and expand brand influence.

When marketing new products in small red books, we can enlarge the selling points of the products through the production of high-quality content, and then combine the effect of planting grass with the talent to deepen the user impression. In this process, we can constantly enrich the content forms with the talent, integrate multiple experience scenarios, and promote the new selling points of product iteration, so as to continuously improve the competitiveness of the products.

There are three purposes for mature brands to cooperate with talent in small red book marketing. One is to expand new target customer groups, so that more new people can pay attention to the brand and achieve the goal of breaking the circle of people; The second is to build new scenes and combine real-time hotspots and trends to enrich the content and form of communication; The third is to create a new image, continue to inject new vitality into the brand, further amplify the brand volume, and leave deep memories for users.

Point 4: Flow Boost

The promotion of traffic is indispensable to the creation of popular Xiaohongshu. On the basis of high-quality content and natural flow of regular operations, brands can SEO search optimization and paid advertising are used to realize the rapid increase of traffic.

To improve traffic through search optimization, we should pay attention to industry hot words, product core words and their expansion words, and skillfully implant these keywords in the copywriting. The keywords in the title are crucial to attract target users to click, and the keyword density in the comments will also affect the traffic of small red books.

The forms of paid advertising mainly include information flow, potato chips, search advertising, etc. Based on the current mechanism of Little Red Book platform, enterprises prefer information flow advertising. Information flow ads are located in The "Discovery" page can increase the exposure of notes, reach potential interested users, and expand traffic significantly.

The above are the four basic points of Xiaohongshu's blockbuster. The theoretical framework can be used as a reference. The details and rhythm in the practical implementation should be controlled by rich operating experience and analysis.

If you want to achieve the best sales in Little Red Book, you can contact us for exchange and cooperation. Xingtian Derun has a comprehensive service business in the marketing of small red books. It has successful cases from account operation, content production, talent grass planting, search optimization, paid advertising operations, etc., aiming to complete marketing upgrading for enterprises in small red books, achieve brand effect, and break through performance.