No insights, no delivery! A guide to user insights on Xiaohongshu!

On Xiaohongshu, a user-centric platform, accurate user insights are the key to effective marketing. This article explores how to improve brand marketing on Xiaohongshu by deeply understanding user needs and pain points and transforming product selling points into communication points that attract users.

Xiaohongshu is a user-centric platform. The homepage recommendation method is a double-column flow. Users have the right to choose what content they want to see. This is also the fundamental reason why Xiaohongshu must first do a good job of user insight. If you don’t know what users want to see, they will not click on this note. If they don’t click on this note, they will not be attracted.

Therefore, user insights before advertising become particularly important. 99% of brands are self-satisfied in their communication, only considering what they want to spread and not what consumers really need. If these two do not match, it will result in a lot of advertising but poor results.

No one, even the brand founder, can decide on behalf of users what their real needs are. Therefore, user insights and the conversion of product selling points to user communication points are indispensable before launch.

1. Product selling points are not equal to user pain points

It is not necessarily the case that carefully created content will have a good effect. If you want to create notes that can drive conversions, merchants must think more from the user's perspective, rather than deceiving themselves and producing so-called "selling points" to attract users.

Just like a few days ago, a friend asked in the communication group, "Why do I feel that there is no natural traffic after investing in Spotlight?" We have said this many times before. With the help of commercial traffic, the exposure of notes will be pushed to a more precise user group. If there is no "traffic", it must be closely related to the content. If merchants want to maintain a high reading volume of notes under general traffic, it is very important to accurately identify the pain points of the content. Note that selling points are not equal to pain points and communication points.

The question is, what is the pain point?

Consumer pain points are urgent needs of specific consumers in a certain scenario because a certain product or service has not been met. From a broad perspective, we generally divide them into two categories:

Obvious pain points: Consumers already know the products and services they need

Potential pain points: Consumers’ needs are not explored and understood due to poor knowledge and information.

If we break it down further, it can be divided into price pain points, efficiency pain points, mental pain points, etc. These dimensions are exactly the parts where brands are best positioned to attract customers. Here we also provide several methods to help you explore consumer pain points.

2. Target specific groups and look at user search and consumption habits

First of all, we need to determine our target consumers. How do we determine them? In addition to merchants who have experience in advertising and have accumulated crowd packages, if they want to further clarify the crowd, merchants can also use search terms and keywords to circle the target user group after determining the product category (that is, determine the target consumers by the screening logic of intersection and union)

First of all, when brands conduct consumer insights, they also need to analyze user needs from the three dimensions of "people-products-place", that is, the needs of the target group itself, the usage scenarios of the target group for the product, and summarize the needs of consumers from existing well-selling products to see whether their pain points are met.

To give you an example, we can first use Juguang's smart keyword recommendation tool to determine a keyword range, and then search for upstream and downstream keywords (which keywords were searched for a certain category ten minutes before and after, and use the total search volume ranking to gain insight into the user's segmented needs). After screening out the appropriate keywords, the merchant can then use Juguang to create a new ad to conduct a one-click horse racing test of the keywords. The industry ranking of the notes can also be seen in real time on Juguang. For an advertising plan with good results, we can check the portrait of this group of people to see their consumption preferences and habits, the city they are in, and their age group.

If the keyword with good conversion effect is "affordable skin care products", and the user age group is between 18 and 23, then we can conclude that their consumption pain point lies in the "affordability" of the product. We can also use this type of keyword to create content in subsequent notes

"Who is he/she?" (age + gender + geographic location), "What does he/she care about?" (product form + product function), "How to gain his/her trust?" (Does he/she have his/her own preferred brand + does he/she need endorsement), "What does he/she need?" (What is his/her pain point? Are there any competing products that have solved the pain point?) These dimensions are what merchants must clearly understand before launching.

After obtaining the target population portrait, we can also use the newly created targeted population of Focus to select industry labels, user attributes, private domain data, etc. to help brands segment population labels.

3. Match product selling points and find consumer demand points based on demand scenarios and groups

The keyword index reflects the user's search volume and also represents user demand. The words that appear frequently in the high-read volume notes are the pain points that the target group of our product wants to solve, so we need to add these words in the delivery notes.

We can use the keyword planning tool that comes with Juguang, and use tools such as smart keyword recommendation, industry keyword recommendation, and keyword recommendation to help us intelligently derive high-frequency scene keywords.

In addition to focusing on merchants, you can also use Qiangua and Huitun Sweet Potato Edition to first analyze keywords that belong to product category attributes, and then compare the comprehensive search ranking popularity. These two tools can clearly see the popularity of keywords, and then match the product selling points to analyze the consumption scenarios of pain points.

What actual pain points will the product help users solve? What kind of feelings and experiences will the product bring to users? Focusing on these two questions, creating emotional and "realistic" content can help us find demand scenarios and consumption points.

For example, "a certain sugar-free snack", sugar-free is the selling point of the product, so what kind of people are suitable for implanting the sugar-free selling point? Of course, it is the healthy and beauty-conscious people who want to eat low-sugar snacks but are afraid of gaining weight. Then, we can focus on this group of people and promote the sugar-free selling point by creating a consumption scenario of "chasing drama partners, craving in the middle of the night", so that the content of the note is real and daily enough, and naturally plant the target group.