As one of the influential platforms in the social media field, Xiaohongshu has gradually become an important entry point for the penetration of major FMCG marketing.
Whether something is useful or not, is it worth buying, many people are used to going to Xiaohongshu to find the answer, and many brands have achieved marketing and brand expansion through Xiaohongshu. So, how exactly does this kind of social media marketing work? What are the necessary steps to go from a new product to a popular product?
In this article, Zhao Yi, founder and CEO of Yinxiang, focuses on the theme of "How to do a good job in Xiaohongshu's grass-growing marketing from new products to popular fast-moving consumer goods", from budget investment, platform algorithm, data insight, explosive product practice, team building Five aspects, bringing refined sharing:
1. Budget investment: The essence of grass planting marketing is what problems need to be solved
First of all, let's talk about the word "grass". Planting grass, explosive products, these are all very popular words recently, but does the word planting grass refer to the same meaning for all brands?
Figure 1: List of some of the customers served by Invoice
Take the brand customers contacted by our company as an example, when people talk about planting grass, their needs are actually subdivided into several different needs, which are related to the stage of the brand and product:
The first is the need to bring goods, we want to have sales conversion;
The second requirement is that this product is an initial accumulation stage of building word-of-mouth from 0 to 1, and we hope to achieve the launch of this new product;
The third is that this product has a certain popularity, but I hope it can penetrate quickly in a certain group of people;
The last one is mature brands. Mature brands also need to grow grass. It may be word-of-mouth maintenance and public opinion control of mature items under mature brands, or it may be brand consolidation, or even my brand may enter a new new cities, and the expansion of new groups of people.
So when we talk about planting grass, we can sit down and see which stage we are in.
Figure 2: Four stages of explosive product development
So what is the essence of planting grass? It is very popular now to divide the marketing actions of brands into two aspects: product (brand) and effect (effect). We believe that planting grass is from the user's point of view. The core of grass planting is the popularity of new products. and questions of interest.
That is to say, users never know to know about new products, and never become interested in new products. This is the problem that the planting grass is solving in essence. So if we want to define the action of planting grass, we think it may be a means between quality and effect.
Now many brands are doing grass planting, but there are also some common misunderstandings, the more typical ones are the following types:
The first is to focus on action rather than essence, and focus on quantity over quality.
The most typical one is the so-called "three-axes" rumored in the market. Many people will say that when we make new varieties of grass, we will first publish 3,000 KOCs in Xiaohongshupu, and then how many regular live broadcasts will be broadcast on Zhihu, and the new products can be cold-started. I got up, but many people may not think about what is the essence behind these actions, and whether we are doing it for To B or To C.
The second is to focus on a single link more than the overall design.
For example, we found a company with very telemarketing list good blogger resources and a lot of top bloggers. Then we bound the top bloggers to make a product extraction, communication path design, and platform selection. All done, this is actually a misunderstanding.
The third type is called heavy single-point outbreak greater than long-term operation.
A single-point outbreak refers to the familiar 360-degree campaign, which explodes in a day or two or a week, but on these platforms, it is actually more suitable for long-term operation, which is an iterative marketing that allows users to 365 Everyday there is an opportunity to be exposed to our marketing methods.
The last misunderstanding is that creativity is out of the logic of platform products.
User insights and creativity are still very important in this era, but now many creative ideas are done away from the product logic of platforms such as Xiaohongshu and Douyin, which will cause a lot of waste.