Who on earth doesn’t know how to use spotlight to generate crowd packs?

As a unique social platform, Xiaohongshu's precise delivery capabilities enable brands to efficiently reach target users. This article will explore in depth how Xiaohongshu's DMP tool can help brands achieve precision marketing, as well as the audience targeting strategies and content optimization methods at different brand stages.

The purpose of Douyin is entertainment; the purpose of Xiaohongshu is search.

Therefore, compared with Douyin, Xiaohongshu is easier to find the right audience directly. Today's Xiaohongshu is completely different from the Xiaohongshu of the past few years. It has more tools and methods. Now we can do precise delivery without wasting every penny of budget.

Many friends have always been interested in the precise delivery method of Xiaohongshu. Today, I will tell you about the most important tool in Xiaohongshu's precise delivery: DMP tool

01 First of all, what is DMP?

DMP (Data Management Platform) is an important tool in the marketing field, often referred to as crowdsourcing.

The DMP function in Spotlight can help us select all tags from all angles, conduct crowd mining, and provide various basic data of the target population, making the advertising targeting of Xiaohongshu more accurate.

Good advertising is about pushing the right content to the right people, and DMP is the best tool to help us identify the most accurate audience.

1. Use DMP to set target audience

The targeted package can not only directly select our advertising type and marketing appeal, but also help us to carry out targeted delivery based on user gender, age, and region, and conduct "customer information collection" to distinguish groups of people and help with subsequent precise delivery.

When a brand first invests in Xiaohongshu and does not yet have a specific consumer group in the brand's history, it can match the group from a broad category through the marketing appeals in the targeted package. First, determine the consumer market of the brand's products, "Is our target user located in a first-tier city or a third- or fourth-tier city? What is the age group of the user? Etc.", and then we can carry out segmented targeting later

After the targeted package is delivered, we can directly understand the basic data of our target users by viewing the portraits, or the population portraits of users who are interested in the content, including their usual consumption preferences and content preferences.

Of course, brands with their own crowd portraits can also upload their own DMP crowd packages on Taojinjing in "Private Crowd Upload" to achieve more accurate delivery.

A common DMP population package list is as follows:

Brand search, interaction, and reading group package/Brand + category search, interaction, and reading group package

Category search, interaction, and reading group packages

·Upstream and downstream keywords/supplier reading group package

XXX blogger/celebrity live streaming audience package

XXX blogger/celebrity (multiple) fan group package

2. Brands at different stages can also use different methods to target different groups

There are four different delivery scenarios and usage tips for brands with different needs.

1) When a new brand does not have a historical portrait of the brand consumer group, it is necessary to conduct a trial investment by segmenting the specific industry population (reading/search/product/effect, etc.) to quickly find industry potential customers and achieve breaking the circle and attracting new customers.

2) Brands with a certain degree of popularity or accumulated data can also use the focused DMP to conduct a mining strategy, digging deep into the audience who already have an impression of the brand through brand fans, content interaction, advertising exposure, and e-commerce, and conduct remarketing, targeting potential customer groups, repeatedly reaching them through advertising, deepening brand impressions and improving favorability.

3) Brands with clear user portraits in content targeting, if they want to target the KOL fan groups of cooperative notes, or if they want to target users who have searched or read certain keywords, they can label them by analyzing the user's reading and search habits, and target the group based on the user's content preferences.

4) There is another category of brands that aim to convert e-commerce products. They usually have clear customer groups in their product lines, or have clear e-commerce conversion needs during major promotions and festivals. This type of brand needs to use consumer-oriented tags for analysis. For example, we use tags such as "money-saving content preference" and "promotional content preference" in the crowd portrait after we have made targeted packages to target the easy-to-convert crowd and drive orders.

3. Data analysis and crowd package sedimentation after orientation

In addition to the target group of our advertisements, there is another aspect that is the most important, that is, the content of the notes. So how can we optimize and analyze the content or effect of our notes through focusing? At the beginning, we can try to make popular notes, by imitating the competitors who have already had popular notes, to dismantle the logical structure of the production of popular notes.

We can analyze the issues of note production by separately casting traffic to seed notes in different directions and comparing the reading volume, interaction volume and other data after the notes are cast, for example: Is the note published in the form of video or picture and text? Is the title better to be an exaggerated traffic-oriented clickbait or to directly highlight the product selling point? What is the impact of cover material on note traffic?

When doing targeted traffic, you must review the data statistics, otherwise you will never know where the problem lies. The data of each link must be counted, and you must know which materials can be consumed every day, especially which segment of the population clicks?

We are currently accumulating various industry segmented population packages. I regard the population package assets as one of the important virtual assets of our company.

02 Why?

Because Xiaohongshu's audience is more segmented than other communities, one industry may be segmented into seven or eight groups, and each group corresponds to a different life stage and needs. If you want to use the same material to penetrate all groups, it is obviously unrealistic. We need to match different product communication points to different groups, so as to achieve precision marketing for different groups.

It is recommended that every brand should start to accumulate its own crowd package. The more crowds accumulated, the more efficient the delivery effect will be!