Data insight into popular trends, and a keen grasp of traffic outlets.
In this issue, Qiangua will share with you the top ten hot topics of Xiaohongshu in the near future, take you to see the hot spots, follow them, and take advantage of the hot trends, and provide you with the vane of Xiaohongshu's marketing layout.
Citywalk swipes the screen
against special forces travel?
After returning to the order of daily life, more and more people began to pursue in-depth play, a way to walk casually and experience the city's style - Citywalk (city roaming) has become one of the favorite ways for young people to check in.
Data from Qiangua shows that in the past 90 days, the number of topic views has reached 26,477,200+, with more than 20,000 related notes, and nearly 50% of the audience comes from first-tier cities. At present, the topic covers more than 3,000 brand categories , which shows its strong planting power.
Figure丨Guoji·Qiangua Data & Screenshot of Xiaohongshu
- Qiangua Viewpoint:
Citywalk's way of embracing life coincides with the pursuit of young petty bourgeoisie groups. At this stage, content creators in different vertical fields, such as beauty, fashion, food, etc. , take #Citywalk# as an opportunity to bring users practical advice on planting grass.
Brands can grasp the user's yearning for "casual freedom" under Citywalk, refine the mentality change trend behind it, and create more marketing content that is conducive to dissemination.
"Break into" the cave door?
Hole shoes are conspicuous on the road.
There is no doubt that hole shoes are the top trend in the shoe industry this summer, and they appear frequently in Xiaohongshu. Qiangua data shows that there are more than 50,000 related notes in the past 90 days . Young people chanted "Dongmen will last forever", and related topics such as "Dongmen outfits" and "Dongmen emoticons" gained millions of interactions.
Figure丨Guoji·Qiangua Data
hole shoes why are they popular? First of all, it is convenient and versatile, and you can easily go out with one kick. In addition to practicality, the DIY of shoe flowers and shoe buckles has also become an expression of the personality of young people. According to Qiangua data, "DIY" is the most frequently occurring word in related notes, followed by "matching" and "trying".
Figure丨Guoji·Qiangua Data & Screenshot of Xiaohongshu
- Qiangua Viewpoint:
The popularity of "hole shoes" is inseparable from the convenience of the product itself, and it may also be related to the change of lifestyle after the epidemic. Users are willing to let go of some stereotypes in pursuit of comfort and relaxation.
Perhaps "Dongmen" can also follow KFC's "Crazy Four Literature" and McDonald's "Maimen" to form a unique cultural trend. The excellent quality of the product + the dissemination of social media can be regarded as a path to rejuvenate old products.
More suitable for Chinese baby's physique
The advertising slogan "more suitable for Chinese baby's physique" became popular online, and data from Qiangua showed that the number of interactions in the past 90 days exceeded 6.1 million . Netizens even brought humorous literature to the extreme: "Hot water is a painkiller that is more suitable for Chinese babies' constitution", "Zhou Yi is a psychiatrist that is more suitable for Chinese babies' constitution"...
Picture丨Guoji·Qiangua Data & Screenshot of Xiaohongshu
Advertisements that were not considered strange in the past have been upgraded to social conversation materials after exaggerated and interesting adaptations by netizens. Follow-up, the original author Feihe also took a wave of hot topics, and got a glimpse of the value potential of the "fun and fun" marketing form.
- Qiangua Viewpoint:
Understanding is more important than consensus. The exploration of "Chinese baby physique" provides the possibility of dialogue for people with different positions. For the brand, it can take the initiative to "leave gaps" in marketing, so that users can "play memes and speak up" , and then turn the topic points of memes into brand memory points.
Are Xiaohongshu users
keen on "engaging in literature"?
"At 15:00 on June 29, 2023, I was officially diagnosed as Huanbi, because I always can't get used to others." Recently,
#系统式文学# once again set off a trend of topics. As a new type of crazy literature, different from the exaggerated and playful expressions in the past, "diagnostic literature" pays attention to the precise expression in one sentence. The format of the medical certificate, minute-level records capture the real-time emotional state, and then express it through the classic lines of virtual characters. "Diagnostic literature" grafts different texts, making abstract emotions palpable and palpable.
Figure丨Little Red Book
In addition to film and television dramas, "diagnosed as jellyfish", "diagnosed as dog licking"... animals and even plankton, "diagnosed literature" presents compatibility that can be named for difficult and miscellaneous diseases.
- Qiangua Viewpoint:
Data from Qiangua shows that the topic of #疯狂文学# has more than 500 million views . The prosperity of various literary genres in Xiaohongshu shows the boundless growth of content. "XX Literature" itself is closely related to the life and emotions of users, and has become an outlet for emotional expression.
Perhaps, "XX Literature" can become a code for dissemination. As long as these keywords appear, it will attract users to click and browse, reducing the cost of dialogue with users.
The Buddhist lottery scratcher
is a good spiritual remedy for young people?
This young man is full of faith. With a strong sense of belief, they "choose to scratch the lottery ticket between making progress and being fragrant." According to data from Qiangua, the popularity of "lottery" searches will skyrocket in May in 2023, which is 47.72% higher than that of other topics in the same period.
The lottery is not only a new metaphysics for young people, but also a social currency. Xiaohongshu has created a trend of "scratch-a-scratch" as a gift, making lottery tickets into "bouquets" as gifts for friends. "Whether it is a bouquet of flowers or five million friends has the final say."
Figure丨Little Red Book
- Qiangua Viewpoint:
Metaphysics has become a great weapon for people to fight against life. Getting rich overnight, going ashore early, possessing a koi carp... In various senses, lottery tickets have become a good luck buff for young people's stagnant life, and an unexpected joy in boring daily life. The "feeling of winning the lottery" mentioned in many notes, the elusive emotional concretization, helps to enhance users' perception of the brand.
"Doing e for i" is obsolete.
These two kinds of personality reserve
"Are you i or e?" When you open Xiaohongshu, you often see such questions.
The i person is quiet and introverted, while the e person is talkative and lively, but "life is not easy, so do e for i". Although i and e can be faked, the personality tags "j" and "p" in MBTI cannot be faked. Type j refers to the "judgment type" , advocates result orientation, and dislikes "surprise surprises"; type p refers to the "feeling type" , TAs tend to "feel" the information around them, have strong adaptability, and have a casual attitude towards life.
Figure丨Little Red Book
- Qiangua Viewpoint:
Regardless of i person, e person, p person or j person... MBIT, as a traffic password, has brought new marketing ideas to many brands. According to data from Qiangua, the related topic #万亲重可MBTI# had 123 million views in the second quarter. The content radiates from multiple industries such as "wearing, beauty, home, food".
In fact, such as horoscopes and fortune-telling, cyber metaphysics will reappear in a new form every once in a while. Behind it, it appeals to the individual's pursuit of spiritual belonging and group identity, and grasps the user's psychology. Deep resonance.
The Utopia of Growing Vegetables in the Office and Hitting
Workers
According to data from Qiangua, there were more than 200,000 notes on #Office# in the second quarter, among which "growing vegetables in the office" has become a paid fishing trick for young people . Many migrant workers turned into "office farmers" and "upgraded" the "summer limited skin" for their workstations. Many related notes mentioned that "growing vegetables" not only relieves stress, but also adds a touch of color to the workplace.
Figure丨Little Red Book
- Qiangua Viewpoint:
Under the rough surface of "what's on the desk" is the longing for office freedom. Social emotions are hidden in workplace topics. Grasping this key point may reach a wide range of workplace groups.
In the face of many uncertainties in the workplace, it can be combined with industries such as "wearing and styling, beauty makeup, home furnishing, and food" to create a relaxing atmosphere, diversify and explore the needs of precise people, and drive growth.
Everything can be used by
young people. The term "Take Social" and
"Take" has swept the young group of Xiaohongshu. Qiangua data shows that the number of related notes in the second quarter of 2023 increased by 350.46% compared with the first quarter . Now, "Taizi" has been endowed with a new meaning: a new type of vertical social relationship, shallower than friends, more important than colleagues, focusing on precise companionship in "vertical segments".
Picture丨Guoji·Qiangua Data
Meals, exhibitions, games, learning...the popularity of "dating culture" has formed a supplement to the traditional fixed relationship, which fits the young people's enthusiasm for immersive experience And form partners with "similar" to find a sense of companionship.
- Qiangua Viewpoint:
Everything goes with it, and brands are no exception! For users, "dating" is a new type of social relationship; for brands, "dating" can be a lightweight form of cooperation. Different "combinations" between brands formed by similar needs amplify their respective traffic and advantages and open up new customer acquisition channels . At the same time, the "combined" brand cooperation will also make young people feel that "you are very good". Young people's "bad consumption" of
leftovers blind box ? Grabbing leftovers is becoming a trend? Recently, a new thing has become popular on social media platforms such as Xiaohongshu - "leftovers blind box" (products that cannot be sold in restaurants on the day, will be put into blind boxes at the end of business, and sold at a lower price), Qiangua Data research shows that only in the second quarter, the number of topic views increased by 20934.89%.
Figure 丨 Guoji Qiangua Data
Netizens posted their evaluations of the blind boxes of leftovers they grabbed, mainly Chinese and Western pastries and Japanese meals. Combined with the analysis of the content of the corresponding notes, the popularity of the "leftovers blind box" is, on the one hand, the surprise of enjoying the surprise of opening the blind box + the fun of saving money; at the same time, it is also a new attempt to protect the environment, helping to reduce food waste.
Figure丨Little Red Book
- Qiangua Viewpoint:
The popularity of leftover blind boxes can be seen as young people’s “bad consumption” (saving money is not shameful and useful), and the random rewards under the blind box mechanism also satisfy the novelty hunting psychology of many users. It is not difficult to find that the "blind box economy" is still addictive. In addition, the brand's future content output can add "bad" elements to find empathy from young people.
"Dopamine" has exploded and
social sentiment has attracted attention.
Recently, dopamine outfits that focus on "overturning the palette" have become popular on major platforms. Qiangua Data learned that the number of views on related topics exceeded 350 million . Mobilize positive emotions through colorful outfits, and then actively associate. The word "dopamine" was immediately out of the circle. People used it to describe things that can bring people happiness and pleasure, and it became a popular marketing keyword .
Figure丨Little Red Book
- Qiangua Viewpoint:
Nowadays, the term "social emotional power" is frequently mentioned, and the rise of the "dopamine" trend just caters to the need for emotional release in the post-epidemic era, and also fits the personality of contemporary young people against the mainstream. Brands can take advantage of this trend to stimulate consumption desire, closely follow the user's pleasure point, and realize "dopamine-like" content creation, product development and value communication.