Cute pets are of great value in Xiaohongshu's marketing

This article shares a brand case, where the ROI increased from 1 to 3 just because of a cat. Can such a magical effect be applied in other places? In this article, let's take a look at the author's point of view.

1. Because of a cat, ROI increased from 1 to 3

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.

So, we took notes on many types of topics, and the results varied, some good, some bad, but we were never able to attribute them to any content factors that particularly affected the data, and the ROI remained flat at 1. We began to think, what kind of content factors can break through the status quo?

Until one day, when we were doing daily public opinion monitoring, we saw a note from a pet expert who had nothing to do with it. We were still wondering how could there be public opinion about electric curtains in a pet-related note? We opened the comment section of the note and got an unexpected surprise.

The cover of this note is a cute cat on the balcony looking up at the sky at a 45-degree angle. Coincidentally, the expert's balcony is equipped with beautiful electric curtains, so two voices appeared in the comment section of the note. One was praising the cat for being cute, and the other was asking who the curtains belonged to and what brand they were. The expert's reply mentioned our brand.

After seeing this information, we suddenly had an idea. We started to test the notes of experts who have beautiful balconies and cute kittens at home. As you can imagine, we obtained very beautiful note data. After further note heating by focusing, our ROI increased from 1 to 3.

2. Cute pets are the traffic password for the entire home

I suddenly realized that cute pets have 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 sense of companionship that eliminates loneliness, the healing feeling of cuteness, and the empathy of being supported. Everyone is under too much pressure, and ordinary humans do not have such strong mental strength to fight against a miserable 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 just an advertisement, the appearance of cute pets will draw attention back and reduce vigilance.

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

3. 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 mothers' oral content, which helped this brand achieve an average monthly sales of millions 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 easy to watch, and find the corresponding content factor. This content factor is an indispensable part of breaking the circle and breaking through the data bottleneck.

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