For brands, what they want most is to be as close to their target customers as possible. And Xiaohongshu can be regarded as the UGC platform closest to users. So how should brands grow grass for Xiaohongshu amateurs? I hope these tips and precautions summarized can help you.
1. What is "planting grass"
If you are new to Xiaohongshu or planting grass, the first thing you need to do is to fully understand the meaning of "planting grass". This refers to making full use of the power of KOL or KOC, through the output of high-quality content, comprehensively displaying brands and products, and leading consumers to fully experience products and brands in a scene-based manner, and trigger strong purchases desire. However, planting grass on the platform further restricts Pinxuan people to the KOC group.
Although the influence of KOC groups is slightly weaker than that of KOLs, they are closer to the target audience, have more trust, and lower promotion costs.
2. Xiaohongshu amateur grass planting skills
There is a big difference between amateurs and experts in the specific implementation. Its grass planting is more suitable for new brands with limited investment scale. When planting grass, the following skills can be used flexibly.
First, focus on the number of outputs. If you cooperate with Xiaohongshu KOL, you only need to select a few high-quality top talents. But amateurs are different. Its characteristic is that the group is larger. We found amateurs to grow products, hoping to expand the awareness of products and brands, and increase the keyword search volume of the platform. Therefore, when selecting bloggers and publishing content, it is necessary to expand the number as much as possible. Use fans to increase product conversion rate and publish a large number of product promotion articles related to brand products to achieve full coverage of brand information on the platform.
Second, maintain close communication with amateur groups. At present, there are three main ways for amateur groups who want to communicate with the platform, namely, privately connecting with KOC bloggers, joining the announcement community and looking for MCN institutions. Among them, KOC bloggers in private associations have the largest workload, but the lowest cost; compared with MCN institutions, the cost is higher, but it is the easiest. If you want to find a suitable KOC blogger by notifying the community, you must carefully analyze and understand the various data of the account to avoid false data from "water accounts".
Third, the discovery page operation is carried out synchronously. It is not recommended for a single operator to plant grass on the platform. If you want to achieve traffic detonation on the platform as soon as possible, you need a combination of multiple methods. At present, the most suitable thing to carry out simultaneously with planting grass is the operation of the discovery page. Analyze user habits and platform attributes, actively find out fans who are interested in notes, let notes appear on the discovery interface, get more fans with intentions to spread and expose horizontally, and maintain the top four positions on the homepage for accurate user discovery.
3. Matters needing attention in planting grass for amateurs
When you decide to use Xiaohongshu amateurs to expand brand and product awareness, don’t do it rashly because the cost of amateurs is low. Before amateur assistance, the quality of content output should not be too bad. High-quality content is the key to attracting attention.
In addition, we must pay attention to citing the product pictures and videos of the brand, select highly relevant words and sentences to label the materials, and then publish and share them regularly, so as to better attract public domain traffic and achieve comprehensive coverage.
Although the cost of amateurs is lower, the effort required is not lower than that of KOL dissemination. There are so many details to pay attention to. Moreover, because amateurs focus on "expanding the number of shared content", they need a more efficient overall view when implementing it.
The above is Laima Media's sharing of the brand Xiaohongshu amateur planting grass and skills. I hope it will be helpful to everyone. More content is welcome to pay attention or exchange.