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According to different purposes and uses, the marketing tools of Xiaohongshu can be divided into four categories: brand marketing itself: professional number, brand cooperation and business topic. Brand commercial promotion tools: French fries, information flow advertisements, search advertisements, advertisements and activity tools: open screen advertisements, small red screens, surprise boxes, customized stickers, brand zones, flame topics, egg search and other tools: applets, information pages, activity H5, native landing pages, private messages and activities. Brand marketing has its own position 1, and the professional number is the exclusive position of the brand in Xiaohongshu. A variety of operational marketing tools have been aggregated, which can officially release notes, display small red book shops, offline shops, group chats and so on. Pass the professional number. The main functions of the professional number are official information display, the main window for communication between brands and users, and tickets for commercial promotion such as French fries promotion, brand cooperation and effect advertising. The rights and interests of professional number mainly include community operation, store operation, commercial promotion, and a *** 13 subdivision rights and interests. The part of commercial promotion will be introduced in detail later. The following specifically shows the display positions of different rights and interests of community operation and store operation. On the homepage of the professional number, you can have your own blue V logo and identity, you can claim offline stores, you can open bound stores, and you can display goods. Search rights and interests: the search results can be limited to the recommended display professional number if the conditions are met. Lottery notes: you can publish lottery notes to enhance the stickiness of fans and bring users closer. Business theme: aggregate high-quality content and link users efficiently. Commodity Remarks: Publishing comments can be associated with commodities, which is convenient for placing orders directly. Data insight: account data can be viewed on computers and mobile phones. Shop live broadcast: account association: 2, brand cooperation (dandelion) brand merchants do small red books, more than 90% start from the introduction of talents. The talent placement of Xiaohongshu can be divided into reporting cooperation and non-reporting cooperation. Non-reporting cooperation is conducted privately by contacting bloggers. Reporting cooperation refers to the cooperation between the official brand of Xiaohongshu and the dandelion platform in the background. The following contents will also introduce the non-filing cooperation in detail, and mainly introduce the filing cooperation here. Dandelion platform brings together 10W+ small red book bloggers with different fan sizes and 30+ hobbies. Log in to the Little Red Book Dandelion Platform with a professional account, or click the menu "Brand Cooperation" above in the professional number center to view the creator's relevant information and contact the creator for promotion. There are three modes of cooperation on dandelion, namely customized cooperation, * * * creative cooperation and recruitment cooperation (replacement recruitment). Here are three modes of cooperation. (1) Customization cooperation Customization cooperation is a business cooperation mode in which brands are screened through the platform and go to specific bloggers, and bloggers create notes according to brand needs. The budget amount can be determined freely, and there is no upper or lower limit. The overall process of cooperation is as follows: (2)*** Creative cooperation * * Creative cooperation is a brand-new effect-based content trading model launched by Xiaohongshu Dandelion Platform, which aims to intelligently recommend blog packages and enable content production in one stop through the platform, settle accounts according to the effect, and ensure that the brand traffic cost is controllable. When placing a brand order, set the total budget and the cost of a single reading to express the demand for cooperation. The intelligent calculation of the platform can match the number interval of bloggers and generate a blogger package. After the brand issues products, bloggers experience and make notes, and finally settle accounts according to the effect. After the brand merchants released the * * * creative cooperation, the blogger saw the following task page (for reference only): * * * Creative cooperation projects total ***3 1 day. The following is the timeline period: brand release * * * cooperation-platform review (1 day)-cooperative release, blogger registration period (4 days)-brand confirmation blogger list (3 days)-brand product launch, blogger experience and creation (6 days)-blogger starts to release notes (fixed for 7 days)-note release period ends, data accumulation and platform acceptance. And the time flow is as follows: (3) Recruitment Cooperation Recruitment Cooperation is a brand-new product based on the one-price cooperation mode of Xiaohongshu Dandelion Platform to enhance the cooperation ability of bloggers, aiming at serving brands to find high-quality bloggers with strong initiative and more content inspiration more efficiently and openly. Recruitment cooperation belongs to the demand of brand 1 and is an efficient cooperation mode for multiple bloggers. Brand release recruitment needs, platform intelligent matching bloggers, interested bloggers actively register and provide cooperation advantages, content creativity, contact information, etc. , the brand chooses registered bloggers in reverse, and finally determines the cooperation and settles by price. The advantage of recruitment cooperation mode is that it can break through the bottleneck of existing blogger screening and quickly optimize cost-effective bloggers through the platform. The flow chart of recruitment cooperation is as follows: after calculating the matching bloggers, you can see the cooperation demand in I- Creative Center-Content Cooperation-Recruitment Cooperation, and choose to register according to your wishes and mention the corresponding information. There are two modes of subdivision cooperation, replacement recruitment and store exploration. Recruitment cooperation-replacement recruitment replacement recruitment is a new type of cooperation launched by Xiaohongshu Dandelion in recruitment cooperation. Brand bloggers experience products and create notes. The brand only needs to give the product to the blogger and pay the platform service fee, and does not need to pay the blogger. (The platform service fee is RMB 100 yuan/time) Replacement recruitment is currently a white list system, and this ability is only for pure new brands in the clothing industry that are publicly sold in Xiaohongshu. Brand release replacement recruitment needs, platform intelligent matching bloggers, interested bloggers take the initiative to register. The brand will reverse-select the registered bloggers, determine the cooperation list, and send the products to the bloggers. Bloggers create notes after the experience, and finally settle the transaction according to 0 yuan. Recruitment cooperation-store exploration is a new type of cooperation launched by Xiaohongshu based on recruitment cooperation. Brand blog explores the store experience and creates notes on the basis of one-price cooperation mode. It aims to serve the brands that need to explore stores and find high-quality bloggers with strong initiative and inspiration. It is currently a whitelist application system. For brands with cooperation needs, please consult the docking sales or customer service office. Brand release optimizes recruitment needs, the platform intelligently matches bloggers, and the intended bloggers take the initiative to register. The brand conducts anti-selection of registered bloggers, determines the cooperation list, and establishes links with bloggers according to contact information. Write notes after exploring the store experience on the main line of blog. In order to improve the talent delivery effect of brand merchants, Dandelion Platform has also launched two efficiency tools, namely, excellent effect mode and comment area component. When placing an order in Excellence mode, you can choose the "Excellence mode" of content cooperation, and make the note exposure more stable through traffic blessing, so as to avoid the situation that the exposure of individual bloggers is quite different; On this basis, continue to make notes get better traffic and form a positive traffic cycle, which is helpful to improve the probability of explosion. After the content cooperation notes are released, brand advertisements or bidding advertisements can be put in to further expand the user base touched by the content and prolong or amplify the note fever. Comment area component The comment area component is a native marketing tool for dandelion notes. It is displayed in the first place in Dandelion Notes comment area in the form of brand jump button, which supports jumping search results page/product details page/store page, creating a complete marketing link from browsing to successful grass planting, effectively improving grass planting efficiency. There is no extra charge for this function. Operating instructions: Why to configure the comment area component for frequent notes requires the following steps: the brand creates the comment area component on Dandelion platform → select the comment area component when placing an order → the blogger takes the order → the notes can be displayed in the comment area after being published. 3. A brand with a professional number can apply for a free business topic on the APP side, and this topic will be displayed on the professional number page. After logging in to Xiaohongshu APP with a professional number, apply in "Me"-"Professional Number Center"-"Business Topics". It should be noted that each account can only apply for one business topic for free; After the application is successful, you can view the topic page data and topic note data in this portal; After the topic is online, it is not supported to modify the name or cancel the topic. For brands with many product lines, we can make good use of this topic. However, the status of this topic is limited, so its role is limited. Second, the brand's commercial promotion tools 4. French fries are a paid promotion tool, which is used to heat the notes after publication, similar to Tik Tok's Shake Plus. French fries have two main functions, content heating and marketing promotion. Content heating supports the promotion of non-marketing notes, such as daily life and experience sharing notes. , and the notes need to conform to the content specification of Little Red Book. Marketing promotion supports the promotion of marketing notes, such as commodity card notes, in the form of advertisements, which should comply with the content specifications and advertising laws. The scope of application of content heating and marketing promotion is still a little different. Content heating: it is suitable for public notes released within 90 days, and the contents of the notes meet the promotion standard of content heating. Marketing promotion: you can put all the notes of history, you can put advertising content, and you can add marketing elements. Once the marketing promotion mode is used, the note will be marked "sponsorship" in the lower right corner. To use the marketing promotion function of French fries, you also need to have the following business behaviors: 1) enterprise number enterprise identity authentication; 2) Open a shop in Xiaohongshu; 3) enter the dandelion platform; 4) Open the option of live broadcast; 5) opening the column; Application scenario of French fries: 1) French fries can be used to test whether the content is limited. If the content is illegal, French fries can't be put in. 2) French fries can be used to test which type of content is more popular, which is suitable for the adjustment of enterprise content operation, find the appropriate content expression, and can also be used as a weapon to increase powder. 3) You can use French fries to heat non-advertising high-quality notes and create explosive articles. After optimizing a good content through French fries, the cpm of French fries can be as low as 10 yuan. If the click rate is 10%, an accurate user only needs 1 cent. 4) Extend the life cycle of quality bills. The core indicator suggestion of French fries takeaway is click-through rate. The average value of general industry is 10%. If the click rate exceeds 15%, it is considered as hot content. If the interaction cost is within an acceptable range, the amount can be continuously optimized. If the click rate is higher than 20% and the interaction rate is 8%- 10%, you can add a lot. 5. Information flow advertising Information flow advertising refers to the notes or commodity content with the words "sponsorship" and "advertisement" in the current homepage information flow, which can realize the marketing demands of brand merchants such as product planting, commodity sales, customer fund collection, live broadcast and delivery, and is an essential weapon for brands to plant grass efficiently. Information flow is more suitable for planting grass in the initial stage of the brand, so that more users can understand the brand first and accumulate brand potential energy. The biggest function of information flow advertising is to put a large number of high-quality notes. After running out some notes with explosive potential through brand cooperation in the early stage, we can calculate their corresponding indicators, such as cpm cost, CPE interaction cost, ROI, etc., and then we can launch information flow in large quantities. At the time of delivery, you can orient the user's gender, age, region, interest and other labels to obtain accurate crowds. ● Information flow advertising space: discovery page channel, information flow advertising appears randomly on the discovery page, increasing from 6+10 in turn ● Information flow product operation background: spotlight platform ● Information flow advertising application scenario (value to enterprise marketing): ○ Hope to have accurate exposure and reach ○ Hope to improve exposure, continuously plant grass, precipitate word of mouth and cultivate users' minds ● Schematic diagram of information flow bidding mechanism ● Information flow product advertising link 6. Search. Because 40% of small red book users will take the initiative to search. The search volume of Xiaohongshu is highly correlated with the whole network search, and the search marketing space is huge. The value of search advertising to enterprises lies in: 1) For users with high willingness to consume: users who accurately obtain the brand, category and commodity information of active search; 2) Realize keyword blocking and interception: lock enterprise brand keywords and category keywords while intercepting the traffic of competing products. Search advertising space: search advertisements appear in the community search results page in ascending order from 3+10, and in the mall search results page in ascending order from 1 +5; Search for product advertising links. Brand advertising and campaign tools. Open-screen advertisements The open-screen advertisements displayed after clicking the Little Red Book App are divided into three types: regular open-screen, upward open-screen, and interactive open-screen, in which the regular open-screen supports static, dynamic, and video. 8. Xiaohong Screen and Xiaohong Book feature screen opening, covering the screen opening to expose the first visual golden point, and at the same time linking the information flow on the second page to continuously display and quickly realize brand exposure. 9. Surprise box drops brand gifts when users interact, which enhances users' goodwill and helps brands promote new products. Brand merchants can use the surprise box as the activity traffic port, which is consistent with the way of ordinary activities. Users can browse notes by searching specified keywords or browse notes on related topics according to their needs, and interact with the notes on topic pages, so as to have the opportunity to trigger the surprise box of the platform and get gifts from brands, such as new product samples and coupons. The activity information of the surprise box will be released by the official "surprise box" of Potato. 10, customized stickers are customized creative stickers for brands, highlighting brand tonality, supporting topic binding and enhancing content dissemination. 1 1. The brand area will be displayed after users search for brand words or brand grass words. 12, Flame Topic recommends brand topics in the search scene, guides users to search, and supports various search result pages or topic forms. 13. Search for Eggs The search results page displays eggs in full screen, which conveys brand value with interesting interaction and visual creativity and attracts users' attention. This is a customized advertisement. According to brand pricing, online time is generally no more than 7 days. Fourth, other tools 14, applets, information pages, activity H5, native landing pages, private messages and SMS reminder tools are accessible customized functions, which are similar to other platforms, so I won't introduce them here.