Practical application of the crowd reverse funnel model

In the wave of digital marketing, Xiaohongshu has become a new battlefield for brand marketing with its unique community atmosphere and user behavior. This article deeply analyzes Xiaohongshu's new marketing strategy - the crowd anti-funnel model. This model subverts the traditional marketing funnel and provides a new growth path for brands by precisely focusing on the core group and then gradually spreading outward.

1. Overview of the Reverse Funnel Model

1. Definition and Principle

In today's digital marketing era, the traditional positive funnel model has gradually revealed its limitations. Facing this challenge, Xiaohongshu took the lead in proposing the crowd reverse funnel model , opening up a new way of thinking for brand marketing.

The core idea of ​​the crowd reverse funnel model is to focus on the core group first and then gradually spread outward . This model subverts the "flooding" approach in traditional marketing and adopts a more precise and efficient marketing strategy. Specifically, the model divides the brand population into three levels:

• Core group : the brand's most loyal supporters, both consumers and brand communicators
• General population : users who use the product but lack deep feelings for the brand
• Potential customers : Potential customers who have some understanding of the brand but have not yet formed a purchase intention

This layered approach enables brands to more specifically allocate resources and customize content during the marketing process.

The operating principle of the crowd reverse funnel model is based on the innovation diffusion theory . The theory points out that in the early stage of the introduction of a new technology or new product, its diffusion speed is relatively slow. However, when the number of people who accept it reaches a certain critical point, the diffusion speed will be significantly accelerated. This theory provides important inspiration for brands: by focusing on cultivating core groups, brands can quickly break through the circle at the right time, thereby achieving twice the result with half the effort.

In practice, Xiaohongshu's crowd reverse funnel model has shown its powerful power. Take GNC (GNC) as an example. The brand has successfully achieved the continuous expansion of the grass-seeking crowd through this model. GNC started with the "time pack" ingredient crowd, gradually spread to "sedentary workers" and "internal whitening pioneers" and other interest groups, and finally reached the "staying up late champion" and "temperamental senior sister" and other general groups. This process not only helped GNC accumulate grass-seeking crowds from 0 to nearly 100,000, but also greatly increased users' interest in the brand and their desire to explore, and finally achieved a new customer conversion rate of up to 80%.

The application of the crowd anti-funnel model is not limited to a single platform. Through Xiaohongshu's "Zhongcao Youshu Data Alliance", brands can directly connect Xiaohongshu's seeding data with other platforms' conversion data, making "Xiaohongshu seeding, global conversion" more measurable and optimizable. This cross-platform data integration greatly improves the efficiency and accuracy of marketing, bringing higher return on investment to brands.

2. Difference from traditional funnel

Before discussing Xiaohongshu’s anti-crowd marketing funnel, we need to understand its essential difference from the traditional marketing funnel.

Xiaohongshu's anti-funnel model has overturned traditional marketing thinking, which is mainly reflected in the following aspects:

• Structural differences : The traditional funnel gradually narrows from a broad audience group to core users, while Xiaohongshu's reverse funnel starts from the core group and gradually expands to a wider range of interest groups and general groups.
• Communication direction : The traditional funnel emphasizes top-down information transmission, while Xiaohongshu's anti-funnel focuses on word-of-mouth communication and social fission among core groups.
• Target audience positioning : Traditional funnels try to cover as many potential customers as possible, while Xiaohongshu's anti-funnel prioritizes the most valuable core groups and drives a wider user group through their influence.

This innovative marketing strategy not only improves marketing efficiency, but also better adapts to the community and personalized characteristics of Xiaohongshu, and effectively utilizes the platform's social attributes and content ecological advantages.

2. Platform Features of Xiaohongshu

1. User behavior characteristics

The behavioral characteristics of Xiaohongshu users can be analyzed from multiple perspectives. These characteristics not only reflect the uniqueness of the platform, but also provide valuable insights for brand marketing. The following are the main behavioral characteristics of users in terms of search, browsing, interaction and consumption:

Search Behavior

The search behavior of Xiaohongshu users presents unique and active characteristics. According to official data, 70% of monthly active users actively search , and 88% of the search behaviors are active searches. This high proportion of active search behavior shows that users have clear purpose and initiative on the platform, reflecting the strong appeal of Xiaohongshu as a "grass planting" platform.

It is worth noting that users’ search behavior has a significant impact on their consumption decisions. Nearly 90% of users believe that Xiaohongshu’s search results have an important impact on their consumption decisions . This data highlights Xiaohongshu’s key position in the user’s purchase decision process, and also provides clear direction for brand marketing.

Browsing behavior

Users' browsing behavior shows obvious interest-oriented characteristics. Xiaohongshu's personalized algorithm provides personalized content recommendations based on users' interests and preferences. This personalized recommendation mechanism greatly improves users' content consumption efficiency, while also increasing users' stay time and interaction frequency on the platform.

Interactive Behavior

Xiaohongshu users show great enthusiasm for interaction. The average daily user search penetration rate reaches 60%, and the number of community sharers exceeds 80 million . This high frequency of interactive behavior not only reflects the high level of user participation in the platform, but also creates more opportunities for brands to communicate directly with users.

Consumer Behavior

The consumption behavior of Xiaohongshu users shows obvious characteristics of "planting grass-pulling grass". Users form cognition and interest in products by browsing and searching content, and then make purchase decisions through further search and comparison. This behavior pattern forms a complete ecological closed loop of "planting grass-pulling grass-sharing".

It is particularly noteworthy that users generally have a strong search decision-making mentality before consumption . Especially before consumption in categories such as beauty, luxury goods, and digital technology, 100% of users will use search to assist in decision-making. This feature provides brands with opportunities for precise targeted marketing, while also emphasizing the importance of content quality and credibility on the Xiaohongshu platform.

2. Content Ecosystem

Xiaohongshu's content ecosystem is known for its uniqueness and diversity, providing a rich soil for brand marketing. The platform content mainly includes pictures, texts, short videos, live broadcasts and other forms. Among them, picture and text content is favored by creators because of its low production threshold and high consumption efficiency. Creators can be divided into UGC (user-generated content) and PGC (professional generated content) . The two complement each other and jointly build the platform's content ecology.

Xiaohongshu uses a personalized algorithm to recommend content to different users, which improves user experience while also providing opportunities for precise targeting of brand marketing. This diversified content ecology and intelligent distribution mechanism lays a solid foundation for brands to implement anti-funnel marketing strategies, helping brands to customize differentiated content strategies based on the needs and preferences of different user groups.

3. Application of Anti-Vulnerability Model

1. Core group positioning

In Xiaohongshu's crowd reverse funnel model, core crowd positioning is the basis of the entire marketing strategy. In order to accurately position this group, brands need to comprehensively analyze the multi-dimensional characteristics of users. The following are the main characteristics of the core crowd and their positioning methods:

In addition to these basic characteristics, the core population also exhibits the following typical characteristics:

• Highly active : Frequent use of Xiaohongshu, with an average daily usage time of more than 30 minutes.
• Strong social attributes : Keen on sharing and interacting, posting at least one note per week on average.
• Pursuit of personalization : They have high requirements for content quality and prefer real, interesting and useful information.

In order to more accurately target the core group, brands can adopt the following methods:

1. Keyword analysis : By analyzing user search behavior, we can extract high-frequency keywords related to the brand and understand user needs and interests.
2. User portrait construction : Combine demographic and behavioral characteristics to create detailed user portraits to provide direction for content creation.
3. Community analysis : observe users’ interactive behaviors on Xiaohongshu, identify influential KOLs and active users, and gain in-depth understanding of the social network and influence structure of core groups.

Through these methods, brands can more accurately grasp the characteristics and needs of core groups, laying a solid foundation for subsequent content strategies and marketing activities. For example, if a beauty brand finds through analysis that its core group is mainly concentrated in working women aged 25-30, then it can develop a series of workplace beauty tutorials, such as "Five-minute quick workplace makeup" or "Recommendations for essential beauty products for the office", which not only meets user needs, but also establishes the brand's professional image among the core group.

2. Expanding the number of people interested

In Xiaohongshu's crowd reverse funnel model, expanding from the core crowd to the interested crowd is a crucial link. This process requires not only accurate user insights, but also the clever use of platform tools and strategies to achieve efficient crowd expansion.

Xiaohongshu's Lingxi platform provides strong data support for brands. Its "similar group recommendation" function is based on big data analysis and can help brands identify potential user groups with similar interest characteristics to the core user group. This method greatly improves the efficiency of brands in reaching high-potential groups.

Taking the Xiao Wumei washing and drying set as an example, the brand discovered a surprising insight through the Lingxi platform: people who pay attention to washing machines and home decoration also show strong interest in topics such as health preservation and fashion. This discovery provides a clear direction for the brand to develop new interest groups. In the end, the product penetration rate among the health preservation group and the fashion group on Xiaohongshu soared by 192% and 226% respectively, showing the huge potential for the expansion of precise groups.

In practice, brands can adopt the following strategies to achieve effective expansion from core groups to interested groups:

• Diversify content : Create content that meets the needs and preferences of different interest groups. For example, for health-conscious people, you can emphasize the health benefits of the product; for trendy people, you can highlight the design and fashion elements of the product.
• KOL cooperation : cooperate with key opinion leaders in different fields to expand brand influence. Choosing KOLs that match the target interest groups can reach and influence these groups more effectively.
• Scenario-based marketing : Increase the relevance and appeal of the brand by creating content related to the life scenarios of the target interest groups. For example, for groups that love traveling, you can create travel-related usage scenarios to show the convenience of the product during travel.
• Interactive activities : Design targeted interactive activities to stimulate the enthusiasm of interested groups. For example, organize theme challenges or question-and-answer activities to encourage users to share brand-related content, thereby increasing brand awareness and participation among target groups.
• Data-driven optimization : Continuously monitor and analyze user behavior data and adjust strategies in a timely manner. Use Xiaohongshu’s data analysis tools to track the responses of different interest groups to brand content, optimize content strategies and delivery plans to increase conversion rates and retention rates.

Through these strategies, brands can effectively expand from core groups to interested groups on the Xiaohongshu platform, continuously expand brand influence, and achieve sustainable growth.

3. Pan-population impact

In Xiaohongshu’s crowd reverse funnel model, the general crowd, as the broadest target audience group, is affected by a variety of factors. These factors mainly include:

• Word-of-mouth effect of the core population : Attract the attention and interest of the general population through positive comments and sharing by core users.
• The exemplary role of interested groups : The active participation and content creation of interested groups provide diverse experiences and perspectives for the general public.
• Accurate push of platform algorithms : Xiaohongshu’s personalized algorithm ensures that a general audience receives content that matches their interests, increasing the likelihood of conversion.
• Extensive coverage of brand content : Through high-quality brand content, we can meet the different needs of the general public and promote their conversion into interested groups or even core groups.

These factors work together to drive the general public to gradually deepen their understanding and interest in the brand, and ultimately achieve the transformation from the general public to core users.

4. Content Strategy Development

1. Core audience content

In the anti-funnel model of Xiaohongshu, the core group is the cornerstone of the entire marketing strategy. In order to accurately reach and deeply influence this part of users, brands need to develop a special content strategy. Based on the characteristics of the Xiaohongshu platform, user behavior characteristics and the characteristics of the core group of the anti-funnel model, we can derive the following content creation directions and key points:

Content Type :

• Graphic notes: suitable for quickly conveying information, easy for users to browse and share
• Short videos: intuitively demonstrate the effects of product use and increase immersion
• Live broadcast: real-time interaction, answering questions, and enhancing trust

Content style :

• Authenticity: Reflecting the user’s real experience and feelings
• Lifestyle: Close to daily life scenes, easy to resonate with
• Professionalism: Provide valuable knowledge and insights, and establish an authoritative image

Content direction :

• "Makeup sharing" content: Targeting the core groups in the beauty and personal care industry, especially urban GenZ and white-collar groups. This type of content should focus on the "flawless to natural" makeup concept, reflecting the brand's understanding and pursuit of modern female beauty.
• "Anti-aging" content: In response to long-standing market demand, the content should cover a full range of solutions from skin care to overall health management, reflecting the brand's concern for the health of users throughout their life cycle.
• "The Glory of Domestic Products" content: Given the core population's open attitude toward domestic products and new brands, brands can strengthen national pride and cultural confidence by demonstrating the innovation and quality of their products.

Content production points :

• Combining the characteristics of Xiaohongshu users' love of sharing, we encourage users to generate content (UGC). This can not only increase the diversity and authenticity of the content, but also improve user engagement and loyalty.
• Use Xiaohongshu's "Thousands of Faces for Thousands of People" algorithm to achieve personalized content recommendations. By analyzing user behavior and preferences, the most suitable content can be accurately pushed to improve the content's reach and conversion rate.
• Take advantage of the social attributes of Xiaohongshu to create highly interactive content. For example, initiate topic discussions, hold online events, etc. to stimulate users' enthusiasm for participation and enhance the connection between brands and users.

Through these strategies, brands can more effectively reach and influence core groups, laying a solid foundation for subsequent expansion of interest groups and influencing the general population. At the same time, this also reflects the unique advantages of the Xiaohongshu platform in content marketing, that is, through precise positioning and personalized content, to achieve efficient user conversion and brand building.

2. Content by Interest Group

In the anti-funnel model of Xiaohongshu, interest groups are the key bridge connecting core users and the general population. In order to effectively reach and influence this group, brands need to develop targeted content strategies. Based on the characteristics of the Xiaohongshu platform, user behavior characteristics and interest group characteristics, we can derive the following content creation directions and key points:

Content Type :

• Graphic notes: suitable for quickly conveying information, easy for users to browse and share
• Short videos: intuitively demonstrate the effects of product use and increase immersion
• Live broadcast: real-time interaction, answering questions, and enhancing trust

Content style :

• Scenario-based : Integrate products into specific life scenarios to improve the sense of immersion and practicality of the content. For example, for people in the workplace, you can create themes such as "Afternoon Tea Pairings in the Office" or "Ideal Drinks on the Commute"
• Fun : Present the content in a humorous and creative way to increase the memorable points. You can design interesting interactive sessions, such as "Guess which product this is?" or "Which flavor do you like best?"
• Knowledge : Provide valuable information to meet users’ learning needs. For example, you can create educational content such as “Introduction to the Basics of Tea” or “Origin and Flavor of Coffee Beans”.

Content direction :

• Cross-border integration : Combine the diverse interests of interested groups to create cross-border content. For example, combine beverages with fashion, beauty, sports and other fields to create unique usage scenarios and experiences.
• Personalized customization : Provide personalized product recommendations and services based on the specific needs of the interested groups. You can design activities such as "exclusive flavor blending" or "private customized gift boxes" to meet the personalized needs of users.
• Interactive experience : Design highly interactive content to increase user engagement. You can conduct online voting, topic discussions, or product trial recruitment activities to encourage users to participate and share their experiences.

Promotion strategy :

• KOL cooperation : cooperate with key opinion leaders in the field of interest to expand brand influence. Choosing KOLs that match the target interest groups can reach and influence these groups more effectively.
• Topic marketing : Initiate hot discussions or challenge activities around topics that interest groups. For example, topics such as "Summer Refreshing Drink Awards" or "Best Refreshing Drinks for the Office" can attract more users to participate and pay attention.
• Data analysis : Continuously monitor and analyze user behavior data and adjust strategies in a timely manner. Use Xiaohongshu’s data analysis tools to track the responses of different interest groups to brand content, optimize content strategies and delivery plans to increase conversion rates and retention rates.

Through these strategies, brands can effectively expand from core groups to interested groups on the Xiaohongshu platform, continuously expand brand influence, and achieve sustainable growth. At the same time, this also reflects the unique advantages of the Xiaohongshu platform in content marketing, that is, through precise positioning and personalized content, to achieve efficient user conversion and brand building.

3. General content

In Xiaohongshu's crowd reverse funnel model, the pan-crowd content strategy aims to attract the widest audience. This type of content usually adopts a light-hearted and entertaining style, focusing on popularity and versatility. Specific content types include:

• Lifestyle guides : practical advice for everyday life
• Trend Report : Track the latest fashion trends
• List recommendation : sort out various rankings, such as "Top Ten Best-selling Products of the Year"

The frequency of publishing needs to be kept stable to maintain user attention. In this way, brands can gradually cultivate the public's awareness and interest in the brand, laying the foundation for subsequent conversions.

V. Effect Evaluation and Optimization

1. Key indicator analysis

When evaluating the effectiveness of Xiaohongshu's anti-funnel model, we need to focus on several key indicators. These indicators can not only reflect the performance of marketing activities, but also provide important basis for optimizing strategies.

The following are several core indicators and their analysis methods:

• Click-through rate (CTR) : An important indicator for measuring the attractiveness of content. A high CTR usually means that the content is highly relevant to the target audience. CTR can be optimized by A/B testing different titles, cover images, or content formats.
• Conversion rate : reflects the efficiency from seeing to taking action. It can be divided into conversion rates at different stages, such as from browsing to clicking, from clicking to purchasing, etc. By analyzing the conversion rates at each stage, bottlenecks in the marketing chain can be identified and optimized in a targeted manner.
• Fan growth rate : reflects the expansion of a brand’s influence on the Xiaohongshu platform. The effectiveness of content strategies can be evaluated by regularly monitoring changes in the number of fans.
• Interaction rate : includes user behaviors such as likes, comments, and reposts. A high interaction rate indicates that the content arouses user interest and encourages their participation. You can optimize content strategies and increase user engagement by analyzing interaction data.
• Content distribution efficiency : reflects the dissemination effect of content on the platform. It can be evaluated by analyzing the reading volume, collection volume and other data of notes. Optimizing content quality and keyword layout can improve distribution efficiency.
• Population penetration rate : reflects the influence of a brand in a specific target group. It can be calculated by analyzing user behavior data under different population tags. It helps to evaluate the execution effect of the anti-funnel model.
• ROI (Return on Investment) : A comprehensive assessment of the marketing input-output ratio. It can be calculated by analyzing the relationship between advertising expenditures and sales revenue. A high ROI indicates that the marketing strategy is effective.
• LTV (Lifetime Value) : reflects the long-term contribution of users to the brand. It can be estimated by analyzing data such as user purchase frequency and amount. It helps to evaluate the long-term effect of the anti-funnel model.

By comprehensively analyzing these indicators, brands can comprehensively evaluate the effectiveness of the anti-funnel model and continuously optimize content strategies and delivery plans accordingly. For example, if you find that the CTR is high but the conversion rate is low, you may need to adjust the persuasiveness of the content or optimize the landing page design; if the fan growth rate is slow, you may need to strengthen KOL cooperation or optimize the content style to attract more attention.

2. Optimization and adjustment methods

Based on the evaluation of the reverse funnel model, brands can make optimization adjustments through the following methods:

• Optimization of influencer delivery logic : Using influencer selection model, we comprehensively evaluate KOLs from three dimensions: basic data, business quality, and quality of promotion, to improve delivery effects.
• Content strategy iteration : Based on data analysis, continuously optimize content direction and format to improve user engagement and conversion rate.
• A/B testing : Compare different versions of content or delivery strategies to find the best solution.
• Cross-platform linkage : Utilize the "Zhongcao Youshu Data Alliance" to connect Xiaohongshu's data with other platforms and optimize the global marketing strategy.
• Audience targeting optimization : Combine user portraits and behavioral data to accurately locate the target audience and improve the accuracy of advertising.

These methods can help brands achieve more effective marketing on the Xiaohongshu platform and improve their return on investment.

Author: Jinyi Public account: Jinyi