Social media promotion: Strategies and methods for the promotion of major brands of Little Red Book: 200 million users of Little Red Book, 70% of the post-90s generation, 300% of users' growth, and nearly 654.38+billion exposures every day. These are very powerful data that encourage people to promote products or brands on the platform of Little Red Book. From "discovering the beauty in the world" to "marking my life", UGC platform is shared. Therefore, the promotion model of Little Red Book can actually be divided into two steps: one step is far-reaching, and planting grass represented by professional PGC; Two-step combination of UGC user application experience diffusion, forming an application reputation. I can't wait to share it with you, but I still come back to this article. We will share it from two modules: the value advantage and promotion mode of Little Red Book. First, the dominant community gene of Xiaohongshu: from PGC-style one-way export shopping strategy to UGC-style overseas shopping sharing community. Planting Grass Platform: Many stars share their notes with high-quality talents, becoming a famous "planting grass platform" in the industry and also a "gathering place for soft articles". Taobao gets through: Tao Tao's new round of internal testing has realized the docking with the content of Xiaohongshu, which means that you will see Xiaohongshu on Taobao in the future. Accurate flow: the middle-class consumers and above, mainly women, form an ultra-accurate flow pool. Based on the above advantages, we can see that there are three main promotion strategies for Little Red Books at present. First, stars: scene association+application sharing+dry goods recommendation With the help of star effect and crowd following, brands or products will break out in a short time; Go deep into planting grass, using skills, buying links, and driving eating, wearing, playing and buying on the premise of sharing. Form a marketing closed loop of "creative production, star recommendation, KOL planting grass and guiding purchase". Star media reports by planting grass with stars, strengthening credibility and further spreading endorsements. Second, the target group represents KOL to spread grass: subdivision circle+scene association+preferred video+application life sharing, which can be covered by multiple circles and the screen is the best. When doing marketing system assistance, activities should also be analyzed and planned based on circles. Many brands like to do this: 1. Initiate a topic: conceive a topic based on big data analysis, portraits of target people, and competing data. Example of topic: If you don't buy it, you will regret it | Share a gentle and explosive eye shadow tray (with tutorial) # Eye shadow color test # Cheap eye shadow # Eye makeup evaluation. 2. Internet celebrity hype: Amway, from an online celebrity to dozens of online celebrities, attracts kol from all walks of life and forms a specific UGC atmosphere. Transmission route: internal closed loop, with celebrities in the central network as the main part and celebrities in the tail as the supplement, forming a "social+e-commerce" closed loop; External radiation, search engine keyword coverage, social media. 3. Fan interaction: launch fan interaction activities simultaneously, and generate marketing fission with the help of fan power. Examples of interaction: interact with bloggers and give away samples at random, such as comments, activities and sun exposure. Pull online popularity offline. 4, popular recommendation: master the content recommendation mechanism of the little red book platform, and combine inside and outside to make the effect effective. Recommended skills: internal strength: accurate keyword acquisition; Screening high-quality weighted accounts. External skills: increase the number of likes through external channels. 5. Purchase: Xiaohongshu promotes the purchase link of notes/videos to increase the purchase rate. Sales transformation: user recommendation and welfare agency product recommendation are interspersed in the notes to improve product exposure and increase order volume. This kind of operation is quite common in e-commerce and Weibo, compared with the traditional operation mode dominated by marketing ideas. However, I personally suggest that the purpose of socializing is to learn application skills, scene correlation and experience word of mouth under the theme of tonality of life. Too commercialization will lose points. It is better to respect the nature of the platform and cooperate with other media with high media attributes. Therefore, combined with the circle influence of Xiaohongshu, network celebrities plant grass, supplemented by: official website+e-commerce platform+WeChat evaluation experience activities, with product evaluation as the core, experience conscience recommendation as the result, and word-of-mouth sharing as the mechanism to realize new and old marketing significance; The promotion linkage of offline stores is based on prize-winning interaction, combined with the results of shopping and punching cards, as well as the mechanism of store sharing and word-of-mouth encouragement by acquaintances, to encourage users to experience sharing little red books, which naturally forms the consumption trend of little red book stars planting grass+online celebrities planting grass+user consumption, which is enduring for a long time. If you use marketing to divert your thinking, you will lose a lot because of small things. Finally, the summary: stars+network celebrities+grassroots representatives do dry goods list+scene association+application strategy summary and sharing, forming a content system. Whether it is the diversity of content dimension and content quantity, the depth of content system and the depth of content people, it is enough to support the basic framework system of brand explosion content. Third, the word-of-mouth sharing of users' weeding experience is based on the online marketing system and storefront promotion system, forming word-of-mouth sharing of users' weeding experience, creating a good word-of-mouth for the brand and realizing a lot of exposure for the brand. Fourth, the little red book promotion planning scheme A. Scheme planning (initial case+final case) 1, brand promotion communication scheme+final case; 2. Media communication schedule; B. Content planning (X copy+some materials) 1, promotion copy/WeChat/Weibo/news/word-of-mouth copy, etc. ; 2. Design of some advertising pictures, short videos, H5 websites and other materials; 3. Copy typesetting, preview production, etc. C, media strategy (media combination+schedule) 1, customized media communication matrix; 2. Confirm the media release and release ratio; D, multi-channel promotion (X media release) 1, star KOL promotion: 1 star or head KOL, 20+ central network celebrities, 100+ tail reds; 2. News and public relations issues cause public opinion; 3, WeChat vertical KOL platform endorsement recommendation; 4. Weibo vertical KOL large-scale endorsement platform; 5, search engine keyword coverage: post it/know/library, etc. ; 6. Social public opinion: Zhihu /QQ space/Jane books; 7. Mobile traffic: 50W+ mobile traffic exposure; 8. Giving away product operation services; 9. Community push: mass sending by the target community and high-quality friend communication; E, effect monitoring (closing report+follow-up promotion suggestions) 1, webpage inclusion, news sources, platform recommendation and other release effect feedback; 2. According to the launch data of this round, put forward the launch strategy for the next stage. 5. The results of considering content: content retention rate, content comment, content sharing, content collection, formed content search index, and content diffusion fission trend; Marketing: The above conversion rate is personal and involves market analysis. I hope you can analyze it based on your own enterprise, and achieve a high degree of fit between the market and the channel, and the effect will naturally be more prominent.