Because of a cat, Xiaohongshu’s ROI increased from 0 to 8

In the marketing field of Xiaohongshu, an accidental discovery may bring huge returns. This article will share a successful case of how an electric curtain brand accidentally increased its ROI from 0 to 8 by adding the element of "cat" in its notes. Through data analysis and content attribution, it reveals the great value of cute pets in Xiaohongshu's grass-roots marketing, and how to find "content factors" of different categories to improve marketing effects.

I have been a science student since I was young.

It is said that science students are not suitable for Xiaohongshu because they lack sensibility.

But we have been using the science method to help many brands amplify their business results on Xiaohongshu.

In fact, Xiaohongshu has already perfected the tools that can monitor which notes can bring business results. What we need to do is to make reasonable attribution among these notes. I believe there must be data behind the phenomenon, and the data changes must have reasons. Since these notes can sell the goods, then they must have done something right.

Attribute the "right" notes and find the "commonality"

We have a running partner brand in the electric curtain category. At the beginning of the cooperation, we found existing hot articles in this category and tried to break down the topics. We created content based on these hot topics and then continued to iterate. However, we found that this category was not very popular, and the content and topics worth referring to were relatively limited. The reference was not great, so we could only test it through experience and existing topics.

After testing, it can be said that the data is varied, but fortunately these notes are added to the Little Red Star tool. Let’s not look at other data for now. Let’s first look at one data: conversion cost. That is, by observing the conversion cost of each note, we can determine which notes can sell the goods at a lower conversion cost.

Finally, we narrowed the scope to 20 notes and began to attribute them to the common features of these 20 notes. We finally identified 6 common features and tested them separately. We finally found that one of them was very helpful for all the data of the notes. This common feature was that cats appeared in all of them. After this type of notes was further heated up by the spotlight, our ROI increased from 1 to 8.

I suddenly realized that cute pets are of great value in Xiaohongshu's marketing. Cute pets can not only empower the electric curtain category, but also have unlimited possibilities in home scenes.

Xiaohongshu itself is a particularly suitable place for positive motivation, such as the pleasure of beauty, the companionship that eliminates loneliness, the healing feeling of cuteness, and the empathy of being supported. Everyone is under too much pressure. Ordinary people do not have such strong mental strength to fight against the hardship of life. Everyone needs spiritual sustenance and needs to be motivated by other beautiful lives.

Whether it is content or people, it is impossible to make everyone like them, but cute pets can. Everyone is perfect and has no vigilance towards cute pets. They just think they are cute. Even if it is an advertisement, the appearance of cute pets will draw attention back and reduce vigilance.

Cute pets are natural "spiritual food" for Xiaohongshu users, and are the "traffic code" for creators to increase click-through rate and interaction rate.

Not every category has a "traffic password", but there must be a "content factor"

What other categories have such "traffic codes"? I can think of the maternal and infant categories. For example, a baby food brand I shared before, while other competitors were still doing baby recipes, food guides, and food reviews, they found a group of maternal and infant accounts with beautiful babies and delicious food. They created a large number of main pictures with delicious food and added content in the form of mothers' oral broadcasts, which helped this brand achieve a monthly average of millions of sales on Xiaohongshu.

So, maybe the "traffic password" of the maternal and infant category is cute babies. Maybe not every category has a "traffic password" and can be combined with "cuteness", but there must be a "content factor"

You may want to think about whether there is a scene in your category that is very healing, relaxing, or highly watchable, and find the corresponding content factor. This content factor is an indispensable part of breaking the circle and breaking through the data bottleneck.