Topic views exceeded 1.3 billion, and "new social password" seized users' minds
2023-08-03
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The popular "doing e for i" meme, writing MBTI in the personal profile, and various MBI memes...
From May last year to the present, the popularity of MBTI-related topics has never faded. According to Qiangua Observation, in the second quarter of 2023, the number of views of the #MBTI topic increased by 4239.67% month-on-month, showing a strong momentum. Why MBTI can become a social currency for young people? What content trends have emerged in Xiaohongshu? What marketing inspirations can brands gain from it? This issue of Qiangua Data will take you to explore one by one.
Everything is possible MBTI
The MBTI test divides personality traits into 4 groups of independent tendencies, and on this basis, they are arranged and combined to form 16 types. According to research on the notes related to “MBTI” on the Xiaohongshu platform in the first half of 2023, compared with the previous cycle, the total number of grass-planting notes increased by 272.53%, the total number of interactions increased by 253.57%, and the total number of shares increased by 272.77%, which is a rapid increase. The hot topic of Xiaohongshu #Everything Can Be Can MBTI has reached 1.385 billion+ views and 4.07 million total interactions.
From professional personality tests to self-expression social tags, MBTI has advanced into a craze for people to play memes.
Figure | Qiangua Data
Figure | Qiangua Data-Business Notes Data Chart
Looking at the types of related business notes in the first half of this year, life experience, emotional gender, and home decoration interaction are among the top three, with the interaction volume accounting for 21.30%, 19.40%, and 8.66% respectively. At the same time, popular tracks such as education, skin care, and makeup , accounted for 7.83%, 4.81%, and 4.38% of the interaction volume, and major popular industries have entered the game one after another, vying for new hot spots, stirring up the MBTI situation.
Figure | Qiangua Data-Notes Data Chart
The explosion of MBTI in the young circle proves that people prefer to look for "similar items" rather than being unique, and then use a system of general analysis, with the help of personality, preference, and handling Style and other descriptions, to mark yourself, to know yourself. With the rise of the "self-pleaser economy", consumers pay more attention to self-improvement, self-investment, and put self-feeling in the first place, and the popularity of MBTI just verifies this trend.
Figure | Qiangua Data’s
popular content insights
to explore the internal links between brands and users
After researching and analyzing the relevant data of the Xiaohongshu platform "MBTI", Qiangua will explore content trends from the three perspectives of the user's "living space, endogenous power, and external expression" to help the brand explore the internal relationship with the user's spiritual world. Link.
Living space
and home scenes are hot, building a personality space picture
Research on Xiaohongshu related notes from 2022 to the first half of 2023 found that content scenes are not limited to "psychological emotions", covering social, workplace, photography, home, outdoor, learning, etc. Various scenarios. Among them, the popularity of home scenes is particularly high, and the interaction volume of related popular scene words exceeds 850,000.
Figure丨Qiangua Data-Note Content Keyword Cloud
Note Category Words, such as "sofa, desk, projector, pillow, fragrance" frequently emerged, with over 80,000 interactions, and words such as "atmosphere, ritual" were repeated It is mentioned that the number of interactions exceeds 330,000. It is not difficult to find that people begin to regard family space as a part of personality, and express their space personality or express their expectations for ideal personality by decorating, arranging furniture or displaying personal items.
Different personalities also have different ways of creating "home space". For example, the introverted "i person" tends to create a "extremely complicated" style home space with a sense of security, and can accomplish N kinds of things without going out; while the "e person" " In terms of home decoration, the use of strong and bold colors makes the home a social field, trying to release the restless "extroverted factor" in the body to every visitor.
Picture丨Xiaohongshu Screenshot
Qiangua’s point of view, “home space” is the projection of personality. By exploring different personality preferences, brands can dig out more subdivided needs, help brands reach accurate target customer groups, and complete the mentality of good things plant grass.
Emotional hot words of endogenous power
emerge, and growth may be a cure.
From "spiritual internal friction" to "like to go crazy", emotion has become a key word for contemporary young people. The background of MBTI is a psychological test. Among the hot words in the notes, the word "emotion" has as many as 450,000 interactions. Words such as "happiness", "anxiety", and "EMO" appear frequently, and the emotional profiles are diversified.
Figure丨Qiangua Data-Keywords of Note Content
Behind the emotional expression, there is hidden the helplessness and confusion of young people when they face the "meaninglessness" of life, and practical self-improvement may become the antidote for young people to fight against anxiety. Among the key words of planting grass notes, the interaction volumes of "learning, growth, and hard work" were 330,000, 280,000, and 190,000, respectively. Qiangua speculates that contemporary young people are trying to transform changeable emotions into a stable and growing personality core. Many education and learning tool brands have seized this pain point of users and laid out relevant content.
Figure丨Qiangua Data-note content keyword cloud
Figure 丨 Xiaohongshu Screenshot
In addition, in the promotion notes of Shiseido’s cooperation with the well-known KOL @赵秋怡, the content expounds the dry goods of growth through the theme of “optimizing personality configuration and releasing personality nature”, showing Yuewei water milk “whitening and yellowing + With the product characteristics of "anti-aging and firming", hot words such as "like, want, rush" and other purchase intention words appear in the comment area, and the effect of planting grass is remarkable.
Picture丨Xiaohongshu Screenshot
Qiangua’s point of view, when promoting products, brands may start from the perspective of character building, self-improvement, and career advancement, and put them in the workplace or knowledgeable talents, grasp the emotional core of young people, and achieve effective communication , Create blockbuster content.
The external
expression of social attributes lasts forever, and the personality and identity are exposed
. At present, MBTI has replaced constellations to a certain extent and has become a new generation of dating vane. Among the key words of planting grass notes, the interaction volume of "social" scenes exceeded 1.69 million. Among the types of related business notes, there are many skin care, make-up, and body care fragrances. The type of notes accounted for 12.09%, and the interaction volume exceeded 100,000. It can be seen that in social situations, people expect to express their personal identity through external forms such as makeup and smell.
Figure丨Qiangua Data-Note Content Scene Word Cloud
Observing related explosive articles, the content mostly matches different products with different personalities, and performs personalized expression of products and substitution of scenes. Qian Gua suggested that you don’t have to stick to beauty and aromatherapy brands. Clothing brands can also carry the MBTI content boom, dig deep into different personality characteristics, and deploy content marketing, which may capture unexpected traffic.
Figure丨Xiaohongshu Screenshot
Summary
From constellation to MBTI, people never stop exploring complex and rich personalities. Qiangua sorted out the three major marketing inspirations behind the explosion of MBTI, bringing new inspiration for brand marketing: Layout of multiple spaces
:
The expression of personality can be displayed through a variety of scenes. Among them, the home space scene is very popular. The home furnishing and home appliance digital industries can seize this upsurge, express the inner personality through scenes, and build "home space" dedicated to different personalities. Enrich the picture, create a sense of atmosphere and ritual, and touch the inner world of users.
Leveraging emotional value:
Brands need to be linked with the common emotions of current users, and use positive value guidance to occupy users' minds. In addition to education brands, beauty, clothing, personal care and other industries can take advantage of this opportunity to build character and self-improvement Cut in from different angles, stimulate consumers' sense of identity and belonging, and penetrate into the minds of users.
Dig deep into the characteristics of the crowd:
excavate and amplify the inherent characteristics of the product, and use the characteristics to match people with different personalities and preferences. The beauty, fragrance, and apparel industries can attract attention. For brands, they can reach more precise target customer groups and complete the mental cultivation of good things . For users, they can reduce the cost of user identification and thus be more profound. perception of product value.