1. The high number of fans does not mean the high quality of bloggers
When screening bloggers, the number of followers is not the only measure. The flow of the last 10 notes and the release frequency in the last two months, are also important, so as to predict the traffic tilt that the platform may give next.
2. It is easier to make explosively popular notes in the collection of Key Points Notes”干货”
This type of notes has a strong collection value. The content may be too rich to take away for a quick look but can be extremely useful. Under such interactive feedback, RED will be inclined to the larger public domain traffic, and pushed repeatedly to the larger traffic pool, which is easy to generate explosive articles.
3. Selling point layout of single “grass planting” notes
At the time of launch, the layout of core selling points must be unified, and combined with the recommendation mechanism of RED, it can leave a deep impression on consumers after repeated times.
You can start with consumer pain points or a certain use scenario, focus on rendering the core selling points, and briefly mention 2-3 other auxiliary function points. The pictures should be as beautiful and generous as possible, with the key words for design emphasis.
4. Timely maintenance of comment area
The release of grass notes is only the first step. The maintenance of the comment area also largely determines the conversion rate. We can lay out one or two content related to drainage in the comment area, such as "where to buy" and "how to buy", which can greatly promote the user's order action.
Of course, we can also see from the interactive content in the comment area how powerful the notes are in attracting attention. If there are hundreds of interactions but none of them mention your product, it may be that the content is only "valuable to users". Even if it can become a popular article, it is not suitable for your brand content.
5. Quality as well as quantity
Bloggers at each level play different roles, some for short-term popularity, some for long-term retention, and some for direct harvest. The number of notes is not the more the better. The long tail effect of KOL and KOC content is more advantageous for the long-term development of the brand.
6. Write a brief
The role of Brief can be different from each other. I have seen brands only send product purchase links, and some tell from founder stories to brand development history, technical means and even production, research method and results sent to bloggers. Of course, these are two extremes, which are neither desirable.
Just as we need to stand in the perspective of users when designing products, the brand side should also stand in the perspective of bloggers when making brief notes.
You can list the selling points you want to express in "Red Language" instead of attaching a bunch of technical and professional terms. The result of this is that the blogger can only be confused. When creating, he copied the brief and implanted awkwardly. The readers will be disgusted at the sight of it.
7. Consist working with RED
The formation of brand reputation and influence was not achieved overnight. The successful brands we saw were not overnight famous, but erupted after continuous efforts on the Little Red Book.
In addition to directly guide to the purchase, planting grass also conveys the brand concept and shapes the brand image. It is not advisable to blindly pursue the instant conversion rate.
Here we analysis about the routinely first step of making a new brand. The myth became a myth for its successful cases with many new national brands. RED is naturally a place to grow from scratches. But to make the scratches available and ready, it takes much more work as we explained above. For customized consultation on the topic, contact us.
