How to grow grass healthily

The new plan of planting grass and exploding explosions, the enlightenment of the growth of brand marketing of Xiaohongshu. In February 2023, Xiaohongshu's Will Business Conference put forward the concept of "product planting grass". How does the product take root and grow? How to plant grass deeply? How to connect consumers to go hand in hand? Returning to the core of planting grass with user as the guide. This conference emphasized that "user insight" is a compulsory course for brand marketing. At the meeting, it was emphasized that "users gathered in large and small circles to generate links, forming a unique' community atmosphere' of Xiaohongshu, and the high-value people behind it reflected the most vivid and real needs of users for the brand." Feedback is more obvious in the comment area and user-generated content. Pay attention to the comment area, users' real voice can see through consumers' minds through the data hidden in the information in users' comments, which can often prove the grass planting power of real products under the brand. Top 10 is mainly about products and brands, and words such as "color number", "alcohol A" and "concealer" reflect the good effect of note products in planting grass. After digging deep into comments, you can also find more valuable marketing information: First, hot words push popular products. Under this note, users are most concerned about the "color number". After digging deep into the brand, they may collect a certain color number that users admire most to guide the subsequent product promotion. Second, content creation guidance. Users also provide more targeted content creation directions in the comment area, such as high-gloss cream products. Users put forward keywords such as "Beware of powder mixing", "Huang Tiao Sisters Close their Eyes" and "Translucent", so that the brand can dig up its creation again on the basis of this user's real feedback and reach more homogeneous consumers. Third, negative public opinion concerns. Every note has negative comments. In addition to the expression of some normal consumer emotions, we can also dig out valuable product suggestions. When the brand examines these negative public opinions, there are still many things to do. Feedback product improvement, targeted public opinion response and user public opinion guidance can all help the brand develop healthily. Lock in user-created content and test the word of mouth. Xiaohongshu has its own UGC (User-created Content) attribute since its birth. User's spontaneous notes are one of the ways to test the effective planting of products, which provides strong support for brand planting grass. When we searched for product/brand notes in Xiaohongshu, the newly released notes gathered a lot of non-commercial real sharing, or asked questions about planting grass or pulling grass, which indirectly reflected whether the product was effective. Only when the user's goodwill and willingness to buy were aroused, the effective product was truly planted with grass. The content focuses on product transformation. Today, the brand marketing of Xiaohongshu has not only become a grass-planting position for tens of thousands of brands, but also a fertile ground for brands to find market demand and users to create high-quality content. The Weir Business Conference put forward that "real product planting grass is a set of user communication strategies around core products." From understanding users' needs to choosing suitable products, anchoring communication strategies, stepping on user consumption scenarios and trends, planting grass in users' hearts. "Real product planting is inseparable from the communication strategy with users, and what kind of content form and content scene will be presented to users in the end is a problem that brands need to think deeply. High-quality content can not be separated from scene construction. The layout of keywords can effectively improve communication efficiency. Finally, pay attention to the comments area and listen to the voice of users. For example: "moisturizing+lipstick, parity+lipstick, cleaning formula+lipstick" and so on. And through the AB test, we can accurately locate the user's decision-making moment and increase the delivery to obtain greater marketing effect. Brand content deployment should pay special attention to whether keyword laying is accurate. Paying attention to and correctly guiding the comment area is an important position to guide users to search and achieve the effect of product transformation. Pay attention to the purchase information appearing in the comments in time. Functions such as the top of the comment area can help the brand achieve effective transformation. On the other hand, when the brand promotes the cooperation with Daren, it can take Daren's operation ability in the comment area as the screening condition, and pay attention to whether it can actively respond to the user's product problems, and whether it can make good use of the operation such as topping and praising product information, so as to further help the brand to plant grass and transform. Cooperate with * * * to create deep excavation demand With the emergence of expert consumers such as "component party", users are becoming more and more rational, and consumers' demands for products are also moving closer to the "hexagonal" all-round type. The Weir Business Conference explained that "the one-way output of the brand is no longer effective. Digging and understanding users' needs from users' insights, two-way communication between brands and users has become a more effective path. In this process, it is necessary to constantly polish good products and establish emotional links with consumers in order to stand out. "Under the more detailed and extensive needs and ubiquitous user needs, how can brands be tapped? Insight into user demand scenarios from explosive texts, starting with popular notes, we can find the content scenarios of users planting grass in highly interactive notes, and also tap deeper user needs to provide guidance for brand building scenarios. From vlog scenes to immersive scenes, from the evaluation of beautiful things to the recommendation of specific people, it has triggered a high degree of interaction, and the content and comments of such notes are worthy of further exploration and analysis by brands. Discovering users' dissatisfaction from public opinion is sometimes not a bad thing for brands. Consumers often play the role of "product manager", think from the perspective of "unprofessional" users, give brand suggestions, and help brands achieve iterative product growth. After-sales+negative: collect feedback questions as the basis for product improvement or promotion adjustment. After-sales+positive: combine the recognition conditions to create content and realize the full spread of value. Pre-sale+negative: be alert to risks, guide public opinion in time, and relieve users' concerns in time. Pre-sales+positive: seize the opportunity to discover more user needs and consumer sentiment. It should be noted that brands should always keep a clear head, judge what is "noise", what is real signal and what is real demand, and shield false demand. When the user's voice can be heard by the brand and the real needs are understood, the brand and consumers can go both ways.