With the rapid development of "her economy", the community has been used as a platform for content cultivation, with its own "marketing genes". As the 3.8 Goddess Festival is approaching, let me explain in detail how to make full use of the advantages of female resources on the platform, and use means such as expert cooperation to achieve rapid drainage.
1. Xiaohongshu festival traffic password
Searching the data of the March 8 Goddess Festival in Xiaohongshu in 2022, we can see that the minimum node is around 2.10. That is to say, warming up one month in advance is necessary, and at the same time, during the period of 38, the notes related to the Goddess Festival from February to March increased by 180% year-on-year.
Hot search keywords on Goddess' Day: activities, gifts, giving to mothers,
Hot searched products: bouquets, skin care products, bags, makeup, cakes, handmade
Therefore, during the promotion of the March 8th Goddess Festival on the Xiaohongshu platform, in terms of content output, we should try to be as relevant as possible to keywords. It can be said that the higher the relevance of keywords, the higher the direct search traffic brought.
For related products, various preferential activities should be arranged in advance for the March 8th Goddess Festival, so as to improve consumption conversion and realize the detonation of products during the festival.
2. How to quickly lay out content for brands
With the festival as the core point, the promotion of the layout is usually short-term. But this kind of short-term promotion often has a strong explosive power. Taking the March 8th Goddess Festival as an example, if you want to realize the content layout of the brand during the Goddess Festival, you can cooperate with experts to lay out KOC content.
KOC is different from KOL, their groups are broader. KOC can be both a consumer and a sharer. It can be said that they are high-quality consumers who are productive and willing to share their lives.
Cooperate with KOC experts to achieve the purpose of laying out brand content, especially suitable for new brands with limited funds for product promotion.
The quotation of KOC will be much cheaper than that of KOL, and the cost of one KOL can be exchanged for dozens or hundreds of KOCs. In addition, KOC does not have too obvious commercial symbols and commercial purposes, and the relationship between them and fans is often handled more harmoniously. Although their fans are relatively small, their fan stickiness and loyalty are high, and the direct communication feedback they can bring to the brand is naturally better.
3. The content layout rhythm of the March 8 Goddess Festival
The consumption conversion brought about by the KOC of Xiaohongshu is often lagging behind. That is to say, it requires a process such as KOC producing content, fans seeing the content, accepting the content, and purchasing and trying.
Therefore, the promotion content of the March 8th Goddess Festival must be advanced, and it must be warmed up before the event starts. First of all, it is necessary to select experts in advance to cooperate and build a good reputation before the event. Then the brand must follow up with the release of various activities and discounts set for the festival, and do a good job in the store's acceptance of traffic. After the event, don't stop promoting immediately. You can choose talents with good fan stickiness, and through evaluation, feedback and other forms, the popularity of the brand will be raised a second time to ensure the maintenance effect of the topic.
Although the platform traffic harvest peak of the March 8th Goddess Festival has already begun in early March, brands that miss it don't need to worry too much. Understand the mechanism clearly, and you still have the opportunity to take the "express train of traffic" by cooperating with brand-matching experts!
The above is Laima Culture’s sharing on the cooperation of talents to support brand promotion, how to play with the traffic of the Xiaohongshu platform on the 3.8 Goddess Festival, I hope it will be helpful to everyone~