RED is one of the best platforms to reach an audience specifically looking to discover new brands. Even the daily active user amount is much smaller than big players like WeChat or Weibo, its niche, mission-focused audience continues to grow as well as with the brands developing on it.
Leverage RED to promote your brand in China
KOCs generally have a smaller following than KOLs, but can often be more effective. RED has cultivated an environment where young people turn to their peers’ content rather than placing heavy value on celebrities and brands like on many other platforms. Before partnering with a KOC, be sure to conduct thorough research on their audience for alignment with your target.
What should we pay attention to when launching with talent?
Before selecting KOLs or KOCs, it is necessary to make a layout in advance. According to your budget, the number of Influencers you plan to work with in advance. It is also necessary to decide the number of Influencers in the middle, the number of Influencers in the tail, and the number of ordinary user with fans from 10,000 to 100,000 should be reasonably allocated. Generally, they are arranged in pyramids, such as 10 in the head, 30 in the middle, 60 in the tail, and about 100 ordinary users.
It is also viable to simple test with tail or ordinary content producers, if your products can be marketed as niche and fit well with their content, even with very limited budget, the result can still be fruitful.
When selecting KOL, brands are also selecting the appropriate creators of promotional content. It is necessary to know KOL's personal staff and fans for KOL's viscosity strength. Most KOLs and KOCs with true influencing content and originality outsourcing business cooperation to professionals, mostly agencies to handle advertisements, sponsors and endorsement. So that they can focusing on creating contents and interacting with fans.
Most smaller bloggers handle all that by themselves. Approaching them to negotiate business deals require techniques and skills to benefit your brands while protect the brand identity.
Many people think that it is better to find some famous people to write notes and publish them. In fact, they are not.
One thing to be clear: the number of bloggers is not equal to the quality. If you just find some bloggers to publish, it will not work. It is also easy to be blackmailed by the small red book because of the poor quality of the notes.
Whether it is a new brand or a brand that has been rooted in Red for a long time, achieving high ROI is the consensus of all brands and KOL. In the past, the blind launch in large quantities has been unable to achieve the result of high transformation, and the refined operation is the key to the brand's launch of Red.
Steps to approach influencers
1. Brief product introduction (you can also describe your intended target group, occupation and age range, so as to facilitate benchmarking to find talents in more appropriate fields), and inform the launch budget and the time node you want to launch.
2. Determine your launch demands: talent or ordinary bloggers, and the approximate number range. If there is a need for style or content positioning, it is the talent. Generally, there will be style positioning from 10000 fans, and the ordinary people are ordinary ordinary people who share their real number. Check the launch plan, learn about the talent selected for you, and make decisions.
3. Send the product (can be sent back, and the return freight shall be borne by the merchant), the expert will output the product copy, shoot the product (pictures or videos), send it to the merchant for preliminary review, and the preliminary review will be released. The merchant will view the note content, comments and other data analysis reports.
Use display ads in conjunction with other tactics
Since RED’s platform is built upon authenticity, standard digital advertising opportunities aren’t as robust as those on other platforms. It is recommend only using paid ad placements to supplement other strategies, such as KOL or KOC marketing.
There are many cultural norms to consider, so hiring an experienced agency to manage campaigns can ensure the right message is being sent with cultural fluency throughout.
The number of content creators of Little Red is very large. The business conference of revealed that more than 43 million creators of the platform are very active, and they are keen to use notes to create content. It includes a part of KOL talent bloggers with head and waist and a large number of KOC ordinary bloggers. Many brands grow their initial fans and users from RED, you can do it too.
Leverage RED to promote your brand in China
- Open an official account and post to gain attention
- Partner with KOLs & KOCs
KOCs generally have a smaller following than KOLs, but can often be more effective. RED has cultivated an environment where young people turn to their peers’ content rather than placing heavy value on celebrities and brands like on many other platforms. Before partnering with a KOC, be sure to conduct thorough research on their audience for alignment with your target.
What should we pay attention to when launching with talent?
- Layout of Red Influencers
Before selecting KOLs or KOCs, it is necessary to make a layout in advance. According to your budget, the number of Influencers you plan to work with in advance. It is also necessary to decide the number of Influencers in the middle, the number of Influencers in the tail, and the number of ordinary user with fans from 10,000 to 100,000 should be reasonably allocated. Generally, they are arranged in pyramids, such as 10 in the head, 30 in the middle, 60 in the tail, and about 100 ordinary users.
It is also viable to simple test with tail or ordinary content producers, if your products can be marketed as niche and fit well with their content, even with very limited budget, the result can still be fruitful.
- Unlock Talent attribute
When selecting KOL, brands are also selecting the appropriate creators of promotional content. It is necessary to know KOL's personal staff and fans for KOL's viscosity strength. Most KOLs and KOCs with true influencing content and originality outsourcing business cooperation to professionals, mostly agencies to handle advertisements, sponsors and endorsement. So that they can focusing on creating contents and interacting with fans.
Most smaller bloggers handle all that by themselves. Approaching them to negotiate business deals require techniques and skills to benefit your brands while protect the brand identity.
- KOL cooperation and co-creation
Many people think that it is better to find some famous people to write notes and publish them. In fact, they are not.
One thing to be clear: the number of bloggers is not equal to the quality. If you just find some bloggers to publish, it will not work. It is also easy to be blackmailed by the small red book because of the poor quality of the notes.
Whether it is a new brand or a brand that has been rooted in Red for a long time, achieving high ROI is the consensus of all brands and KOL. In the past, the blind launch in large quantities has been unable to achieve the result of high transformation, and the refined operation is the key to the brand's launch of Red.
Steps to approach influencers
1. Brief product introduction (you can also describe your intended target group, occupation and age range, so as to facilitate benchmarking to find talents in more appropriate fields), and inform the launch budget and the time node you want to launch.
2. Determine your launch demands: talent or ordinary bloggers, and the approximate number range. If there is a need for style or content positioning, it is the talent. Generally, there will be style positioning from 10000 fans, and the ordinary people are ordinary ordinary people who share their real number. Check the launch plan, learn about the talent selected for you, and make decisions.
3. Send the product (can be sent back, and the return freight shall be borne by the merchant), the expert will output the product copy, shoot the product (pictures or videos), send it to the merchant for preliminary review, and the preliminary review will be released. The merchant will view the note content, comments and other data analysis reports.
Use display ads in conjunction with other tactics
Since RED’s platform is built upon authenticity, standard digital advertising opportunities aren’t as robust as those on other platforms. It is recommend only using paid ad placements to supplement other strategies, such as KOL or KOC marketing.
There are many cultural norms to consider, so hiring an experienced agency to manage campaigns can ensure the right message is being sent with cultural fluency throughout.
The number of content creators of Little Red is very large. The business conference of revealed that more than 43 million creators of the platform are very active, and they are keen to use notes to create content. It includes a part of KOL talent bloggers with head and waist and a large number of KOC ordinary bloggers. Many brands grow their initial fans and users from RED, you can do it too.
