A complete guide to the practical use of DMP for Xiaohongshu’s targeted audience

It turns out that Xiaohongshu has so many advertising tools! This article mainly introduces DMP, the most important tool for precise advertising. Through the article, we can select all tags from various angles, conduct crowd mining, and provide various basic data of the target population, making Xiaohongshu's advertising targeting more precise.

The scenario of Douyin is entertainment; the scenario 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 Xiaohongshu’s precise delivery method. Today I will tell you about the most important tool in Xiaohongshu’s precise delivery: DMP tool.

1. What is DMP?

DMP (Data Management Platform) is an important tool in the marketing field and is often referred to as a crowd package.

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

2. Use DMP to set target audience

The targeted package can not only directly select our advertising type and marketing appeal, but also help us carry out targeted delivery based on user gender, age, and region, conduct "customer information collection" to differentiate between 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 use the marketing appeals in the targeting package to match the group from a broad category and first determine the consumer market for the brand's products. "Are our target users located in first-tier cities or third- and fourth-tier cities? What is the age group of the users? 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 audience portraits can also upload their own DMP audience packages on Taotianjing in the "Private Audience Upload" function to achieve more accurate delivery.

A common DMP population package list is as follows:

• Brand search, interaction, and reading population package/Brand + category search, interaction, and reading population package.
• Category search, interaction, and reading population packages.
• Upstream and downstream keyword/supplier reading population package.
• XXX blogger/celebrity live broadcast audience package.
• XXX blogger/celebrity (multiple) fan group package.

3. 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 when targeting target users:

1. When a new brand does not have a historical portrait of its consumer population, it needs to conduct trial investments by segmenting specific industry populations (reading/search/product/efficacy, etc.) to quickly find potential customers in the industry and break through the circle to attract new customers.
2. Brands with a certain degree of popularity or accumulated experience in data delivery can also use Juguang’s DMP to implement a package mining strategy, deeply tapping 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, who want to target the KOL fan groups of cooperative notes, or who want to target users who have searched or read certain keywords, can label them by analyzing the user's reading and search habits, and target the population based on user content preferences.
4. Another category of brands is those that aim to achieve e-commerce conversions. They usually have clear customer segments in their product lines, or have clear e-commerce conversion needs during major promotions and festivals. Such brands need to use consumer-oriented tags for analysis. For example, we can 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.

4. Data analysis and crowd package precipitation after orientation

In addition to the target group of our advertising, 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 competitors who already have 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.

Why?

Because the population of Xiaohongshu is more segmented than that of other communities, one industry may be segmented into seven or eight groups, and each group corresponds to a different stage of life and needs. If you want to use the same material to penetrate all groups, it is obviously unrealistic. We need to map different communication points of the product to different groups, so that we can achieve targeted 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!

Author: Vic's Marketing Thoughts

Source: Vic's Marketing Thinking (ID: 980420)