Little Red Book Marketing, How to Create Explosive Notes?

Editor's lead: As one of the social platforms, Little Red Book has attracted the attention of brand merchants and become one of the main battlefields of brand marketing. The creation of explosive notes is one of the effective ways to boost traffic conversion. Specifically, how to plan and build explosive notes on the platform of Little Red Book? The author of this paper summarizes this, let's have a look. The annual double 1 1 has started again. In addition to traditional e-commerce platforms such as Taobao and JD.COM, social platforms such as Tik Tok, A auto Fast Consumer and Xiaohongshu have all started their own dual 1 1 actions. As a strong platform for young people to plant grass, Xiaohongshu has always been the main battlefield for brand marketing and traffic grabbing. The key to expanding brand size and even transforming sales volume with the help of Little Red Book lies in: explosion notes. The following teaches you how to plan and write explosive notes, so that you can "kill a bloody road" in massive content. First, the explosion notes = millions of free traffic Little Red Books used to have fewer users, and bloggers had natural traffic bonuses. Today, the number of users has exceeded 200 million. There are more and more notes and the competition is getting bigger and bigger. It is the general trend for the platform to allocate traffic to high-quality content. What is quality content? I think there are two standards: because Little Red Book is a content distribution mechanism for thousands of people, it is pushed to a few people first, and then recommended to more people if the feedback is good. High-quality content is the premise of becoming explosive notes, so explosive notes often have high views, likes and collections, which can occupy a high ranking in the platform. At first, consumers planted grass in Xiaohongshu by reading explosion notes, and after they became interested in the products, they further searched Xiaohongshu/Taobao for product information, generated purchase intentions and browsed in stores, and finally made a consumption decision to pay for the purchase. In other words, the explosion of Xiaohongshu is very important to the conversion rate of a product. Therefore, the brand will not give up this "cake". Second, quickly create explosive notes How to create explosive notes, I have summarized six steps here: first, choose the topic-write the title-write the text-optimize the cover-release time-avoid the minefield. 1.step 1: The topic selection is not so complicated for brand owners, because the categories are fixed, and the shortest way is to choose popular keywords to create content. For example, if you are a brand that makes facial masks, search for "facial masks" in the search box and many keywords will appear. Just do it around these keywords. For small and medium-sized brands, it is best not to make keywords too "big" because the competition is not as good as that of big brands. You can narrow the scope of the topic as much as possible, so that products can be recommended to users more accurately. Here I teach you the "subdivision method", including seven aspects: subdivision to seasons, such as "winter skin care" and "summer collocation"; Divided into methods: such as "weight loss method" and "skin care method"; Subdivided into processes: such as "makeup tutorial" and "beauty evaluation"; Subdivided into people: for example, "office workers wear" and "student party makeup"; Subdivided into products: such as "whitening essence" and "headphones"; Divided into festivals: such as "Qixi Gift" and "Double Eleven Mask"; Subdivided into locations: such as "Hangzhou Hotel" and "Shanghai Specialty". 2.step2: after the topic has a general direction of topic selection, it is necessary to officially start writing notes. A good title is the key to explosive writing. Here are some techniques for explosively writing headlines. 1) Highlight the key words in the title, so that others can see the function of your product at a glance and highlight the key words. For example, a mask brand grows grass: negative example: "Recommend a super easy-to-use mask". The positioning here is too vague. Positive example: "Treasure hydrating mask, a must for the student party!" The key words here are "replenishing water" and "student party". 2) Arouse curiosity and set some suspense to arouse the curiosity of users. For example: 3) Specific Numbers Adding specific numbers to the title can make people feel more intuitive and Arabic numerals have more impact. For example, "Your mask was not applied correctly, so you applied it 1 time and topped it1time" and "I bought it back at least 800 times". 4) In the stamp, set the user's pain point as the title of the user's pain point, and it is easier to find the user's pain point in categories such as beauty and skin care. For example: 5) Rubbing hot spots can be combined with hot people or topics to set the title. For example: 6) Avoid minefields. Don't put the brand name in the title, it is easy to be judged as a commercial advertisement by Xiaohongshu, and try to highlight the product characteristics. Negative example: "My favorite mask-XX mask". Positive example: "Ultra-mild hydrating mask, no thunder at low price!" 3.step3: The difficulty in writing lies in product implantation, which can not only implant products well, but also make users feel disgusted with marketing, so this note has been half successful. Therefore, it is very important to understand the product, which can help us determine the article category, while the function of the product and the applicable people can help us determine the article content. Based on this logic, we can disassemble it into three steps: splitting the function or composition of the product, locking the audience, and thus determining the title and keywords. Confirm the characters and scenes to make the content more realistic. Build the architectural foundation of "personal experience+experience sharing+product implantation" and add some professional content to make the content valuable. Example: promote a certain mask. For example, the efficacy of the mask is whitening and acne-removing, positioning low-end, suitable for office workers and student parties. The following information can be listed: Title: "A tablet is only a few dollars! Key words: whitening mask, acne mask: college students can write the beginning like this: in the recent exam week, I stayed up late to brush the questions ~ the skin color is really black and yellow! The whole person looks so haggard! Middle part: My roommate saw that I was so haggard, so Amway bought me a mask. She really deserves to be my roommate. After learning about my skin, she became a permanent guest of my mask! Product part: whitening and brightening is very effective, and the whole face has no dead angle to brighten the skin color. The ingredients are pure natural, which can soothe skin and fade acne marks. The whole structure of many such notes comes out. For example, the two explosions in the picture below all used this mode. However, this is just a common and easy-to-imitate writing method, and there is no need to write this model. In addition, the article should pay attention to two points. The first is the optimization of keywords. The frequency and layout of keywords directly affect the search ranking of notes, but they can't appear too much and are easily judged as deliberate marketing. For example, the note in the above picture is a note with a relatively high search ranking for the keyword "toner", from which it can be seen that the layout of keywords is relatively unified and natural, and users will not feel deliberately stacked when reading. Second, the paragraphs of the article should be clear, the layout should be reasonable, and more words should be used. For example, the following two notes are obviously much cleaner on the left, and users can easily grasp the key points of the product. After the overall content is written, go to the website to screen whether there are sensitive words and adjust them in time. Baidu can directly search "Little Red Book Sensitive Words Query". 4.step4: Cover Optimization Whether a note is attractive or not, the cover of the note determines 30%. Usually, the cover pictures of explosive articles have several characteristics: high definition, exquisite, prominent theme and eye-catching. Through the observation of explosive articles on the platform, it is found that several covers are easy to learn. 1) outstanding features put all the key information on it to attract users to click in. 2) The comparison chart visually shows the effect of the product in the form of comparison. 3) Four grids display all aspects of product information in the form of puzzles, not limited to four grids, but also six grids and nine grids. If you really don't know how to do it, the easiest way is to imitate. Search for your products in the same category, and generally the top ones will not be bad. How to imitate their cover format? Size selection: At present, the ios system supports 3: 4, 1: 1 and 4: 3 sizes; Android only supports 3: 4 size. It is suggested to choose the size of 3: 4, which can keep the width of all notes consistent and get more exposure area. Recommended retouching software: Yimei (convenient puzzle); Butter camera (many fonts, often used as cover); Meitu Xiu Xiu (retouching is easy to use). 5.step5: Release Time According to the data, the active time of users of Little Red Book is from 4 pm to 6 pm and from 8 pm to 1 1 point. Therefore, it is usually better to send the meeting at the peak of user activity. However, because the audience of each little red book blogger is different, it is necessary to determine the user portrait and active time according to the content. Bloggers in different fields, their fans are active in the little red book for different times. For example, notes on skin care products are suitable for release around 8 pm. Because this time period is a typical time for women's skin care, and it is also the time when women love to visit Taobao. When it is released during this time period, notes is more likely to get data transformation. After relative decision-making, we can infer 2-3 suitable time periods, test the data respectively, and finally draw a relatively correct conclusion. Please refer to the suggested release time of several categories: beauty category: around 8 pm; Study: around 8 am, at night1; Mother and baby: around 10 in the afternoon and around 10 in the morning; Wear: 7 pm to 10 pm; Food category: 5 pm to 8 pm. 6.step6: Avoid minefields. If you want to dig traffic on the platform, you must also abide by the rules of the platform. There are several minefields, remember to pay attention to it: it is forbidden to publish and spread illegal content in notes, private letters, comments, etc. , such as endangering national security, propaganda superstition, terrorist violence, etc. Avoid keywords such as purchasing, monopoly, ordering, QR code, private chat, WeChat service, Tik Tok and Taobao. You can't leave contact information, such as mobile phone number, qq number, idle fish number, micro signal, purchase link, etc. Pictures cannot contain QR codes and watermarks with contact information. Don't forge interactive data, including brushing praises and registering small red book accounts in batches. Third, how to put the explosion notes? As we all know, it is a necessary link for brands to make little red books. But when it comes to the launch stage, how to choose talents becomes a problem. Should I choose amateur or KOL? The first choice is to understand the characteristics of these talents: amateur &; Tail KOL, the average amount of vermicelli is between 500- 1 10,000. The price of a single delivery is cheaper and the content is more authentic. It is usually suitable for the brand to launch in the early stage to achieve the purpose of communication volume. Waist KOL, fans generally order between 1 10,000 and 1 10,000. Can bring a certain amount of sound and transformation to the brand, cost-effective, explosive, suitable for long-term brand communication. The average number of KOL fans on the top is above 6.5438 million, and the top one can reach10 million fans. The verticality of the content is higher, and the product promotion is more directional, but the cost performance is not high, which is suitable for brand communication. After understanding the advantages and disadvantages of these types of talents, we should choose them according to brand attributes and purposes. For example, when a new beauty product goes on the market, it is suggested to choose amateurs in the order of spreading first, planting grass later and finally brand exposure. Tail KOL, waist KOL and head KOL are released. How to find talents next? 1) Amateur cooperation Many people who don't know Little Red Books may not know where to find them. We can search for "notification" in the applet, and there will be some platforms for publishing tasks. After posting the task, amateurs will take the initiative to add you. 1 It's easy to add hundreds of people a day. 2) waist kol &；; The KOL cooperation mode of the head can't be found like an amateur, and its verticality and cost performance must be considered. We can use a platform like Qiangua to screen KOL, find the target KOL, and then send a private message to communicate the cooperation intention. Another way is to look for talents directly on platforms like Qiangua or MCN. The disadvantage is that it requires agency fees or membership service fees, which is of course more efficient. When choosing talents, we should also pay attention to some pits. For example, some experts' notes are very good, but they may be brushed out with moisture. It is difficult for brands to cooperate with them, whether it is sales transformation or brand promotion. We can judge the quality of talents from three dimensions: look at interactive data. For example, the comment area is full of positive comments, and there are no high-praise comments in the notes with many comments, and the interval between comments is very short, so this account is very suspicious. Look at the quality and verticality of the notes, whether the notes are illustrated, whether the writing is tough, and whether the notes are all concentrated in one field. If the field is not very vertical, the quality is usually not very high. With the help of the platform, query the data of Daren, whether it belongs to the normal level. For example, the exposure and reading ratio of non-commercial bills is 10: 1. If it is lower than this data, it means that the quality of experts' notes is not high. Good wine also needs to be bottled. A high-quality note can only become an explosive note if it is spread by high-quality people. Therefore, delivery is also an important link. Fourth, finally, let's summarize the main points of making explosion notes: the topic should be narrowed as much as possible, and the content can be made more accurate by "subdivision method"; Several common methods can be used in the title, such as highlighting keywords, specific figures, rubbing hot spots and so on. The structure of "personal experience+experience sharing+product implantation" can be constructed in the text content, and the copy should be true and vivid; The common methods of image optimization are: highlighting characteristics, contrast and four grids; Grasp the time when this category is suitable for release, and then get the best time through repeated testing; Keep abreast of the latest policies and rules to avoid minefields; Talent launch can choose amateurs and KOL, and contact and cooperate through small programs, private messages and platforms. Author: Yan Tao Sanshou, founder of Fengcheng Consulting, digital marketing expert, author of Super User Growth.