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On Xiaohongshu, a vibrant social platform, influencer marketing has become one of the key strategies for brand marketing. However, how to formulate and implement an efficient and accurate influencer marketing strategy is a challenge faced by many brands. This article will combine practical experience to explain in detail the entire process of influencer marketing on Xiaohongshu, from early strategy formulation, mid-term execution monitoring, to later data review, and provide a complete set of SOPs.

In the actual delivery of Xiaohongshu, "how to deliver influencers" has always been the key and difficulty of the strategy. It directly affects the delivery effect and plays a vital role in enhancing brand influence.

So how can we develop an efficient and accurate influencer delivery strategy? What is its general process? With the above questions, today, combined with our team's practical experience, we will tell you how to implement the influencer delivery strategy of Xiaohongshu!

There are case references and direct presentation of methodology!

1. Ideas for formulating early stage launch strategies

Before launching, we should first think about how to match the product to the corresponding customer group at a lower cost, so as to obtain high-response and good-effect advertising. First of all, we must figure out: in what aspects can the brand concept resonate with consumers?

You can prepare in two ways:

1) Consumer Insights

When brands conduct consumer insights, the first element is to clarify user needs, that is, the demand preferences of the target group, the usage scenarios of the target group for the product, summarize the consumer demand points for existing high-selling products, and analyze whether the pain points are met.

Apart from core users, brands also need to capture the “potential consumer” market, as they determine the scale of future brand development. So how can they reach this group of people?

①Simulate user portraits to explore needs

Who are they? What are their pain points? What selling points do they care about? What are their needs? How to gain their trust?

② Find the right scene

Adaptive usage scenarios are the key to users making consumption decisions. "Desirable, practical, and resonant" scenarios can trigger consumers' itch points.

The key is how to find suitable usage scenarios. First, you can combine your own product characteristics with corresponding scenarios to impress users. Secondly, the brand can also effectively separate the usage scenarios of direct competitors on the site by analyzing them, taking the essence and removing the dross!

Based on the above two points, we directly clarified the formula of "positioning the communication theme":

Who are the consumers? + What are their concerns, pain points, and needs? + What are the key factors that influence their consumption decisions?

2) Competitive/Our Product Insights

There is another key step before launching - competitive product analysis, to understand the selling points, communication points and overall launch rhythm and effect response of competitive products on Xiaohongshu. Similarly, we also need to integrate and analyze the past launch of our products on the site, so as to clarify the differences between our products and competitive products, and reasonably check for deficiencies and fill in the gaps according to the competitive products' strategies.

Which key points of the competitors should we focus on?

Brands can analyze and summarize the strengths and weaknesses of competitors and the brand awareness and user mind share of our products on the site. We can magnify our products by combining the advantages of competitors and strengthen the breakthrough points of our marketing by analyzing the weaknesses of competitors. This process directly shortens the route for delivery to produce results.

2. Mid-term talent delivery execution

1) Clarify the content of the launch and select the right communication points for product launch

When a brand outputs content, it must first clarify its position and perspective. Most brands start from the product perspective, and the product selling points they output form a barrier with the consumer's buying points. Therefore, only when the buying points are accurate and the communication points are clear can consumers be helped to be attracted to the product.

So how do we accurately extract the communication points?

① Sort out product information for effective extraction

② Run a double-open test to screen out the communication points with the greatest communication effect

③ Mining user expressions in the comment area and using them flexibly against benchmark products

2) The key to matching the right talent

Before launching influencers and producing content, you must first determine the target influencer type. The match between influencers and brands/products is an absolute factor affecting the effectiveness of the launch. Based on the portrait of the product's target audience and the influencer type, find similar and related influencers to cooperate with. Here are some direct suggestions. You can screen and match from four directions: "look at the data, calculate the cost-effectiveness, screen the crowd, and check the content."

3) The key to ensuring the popularity of notes

The explosive article rate refers to the proportion of explosive articles to the total number of single launches. The current average level of Xiaohongshu in various industries is 5%-8%. Of course, there are also many excellent institutions that can achieve more than 10%. For example, the average explosive article rate of our project is 17% (sorry, Wang Po is selling melons)

Calculation formula: Hot article rate = number of hot articles / total number of published notes

Many brands do not value this indicator at present, but it is important to explain it here. Hot articles are the biggest content leverage. While a hot article gets long-term exposure, it will also occupy the search terms and discovery pages for a long time, bringing long-tail natural traffic, and even overflow search to Baidu.

At the same time, the popular article also verifies that the logic of the note content is OK and can be accepted by more potential consumers. The content selection can also be fermented for multiple rounds on other platforms.

Therefore, the explosive rate of articles can not only drive good natural traffic, but also verify the logic of the content. It is a key indicator linking the entire delivery behavior.

4) Delivery execution and monitoring

Xiaohongshu's data analysis function third-party tools can provide answers and monitor the data of notes, including exposure, clicks, interactions, etc.

Adjust the delivery strategy in time according to the data. For example, if you find that a certain type of influencer is not effective, you should adjust the subsequent delivery plan in time. If a certain type of influencer is very effective, you can increase the delivery of this type of influencer.

5) SOP for mid-term talent placement

The above mentioned the key points of the "mid-term expert delivery" process, so how to get from point to line? We have also given you the "mid-term expert delivery SOP", which can be directly copied and implemented in the actual combat process.

3. Later data review and precipitation

After the campaign is launched, how do we evaluate its effectiveness?

First, we need to review the key data in three parts: calculate the grass-seeding rate, the average grass-seeding (click, interaction) cost, the growth rate of post-investment "tap water notes", etc.

The second is to accurately segment the links: Friends who have practiced influencer advertising should know that "exposure-reading-re-search-conversion-repurchase" seems to be a whole, but each link requires a detailed strategy to match. If one step is not well settled, it will affect the overall effect.