5 minutes to help you sort out how to efficiently screen Xiaohongshu influencers

In the wave of digital marketing, Xiaohongshu has become an important bridge for communication between brands and consumers with its unique community atmosphere and personalized recommendation mechanism. This article will deeply analyze the strategy of cooperation with Xiaohongshu influencers, and provide merchants with a set of systematic influencer screening methods from multiple dimensions such as fan interaction effect and fan growth. Let us explore how to achieve a win-win situation for brands and influencers on this diversified platform.

Cooperation with expert notes has become an indispensable part of Xiaohongshu’s brand marketing chain.

Xiaohongshu advocates that different people have different faces. Different influencers are supported by different fans, and their ages, occupations, interests and hobbies, and purchasing power are different. The higher the match between product attributes and fan attributes, the better the grass-planting effect.

As a business, how can you match the most suitable influencer for your product and achieve precision marketing? Here are some efficient ways to screen and match influencers:

1. Fans Interaction Effect

The number of fans should be less than the number of likes and favorites, and the number of likes and favorites should be at least 1.5-2 times of the number of fans, but it cannot be too high. If it is too high, it means that the account has popular articles and good content, but the fan conversion rate is low and unstable.

• For those with less than 5,000 followers, the average number of likes for recent notes must not be less than 10
• More than 5,000 followers, the average number of likes on recent notes cannot be less than 20
• More than 10,000 followers, the average number of likes on recent notes cannot be less than 50
• More than 50,000 followers, the average number of likes on recent notes cannot be less than 200
• More than 100,000 followers, the average number of likes on recent notes cannot be less than 500

2. Increase in followers

Whether there has been a loss of fans in the past 30 days. The loss of fans means that the communication ability has declined and the quality of recent content is poor.

Secondly, the number of notes should not be too many, and the average increase in followers per article should be higher than 100+. The higher the number of followers, the higher the requirement for average increase in followers per article will become (lower-level experts can lower this requirement).

3. Matching

1. Tonality matching

Whether the KOL’s personality, content style and tone are consistent with the brand tone is the basis for the dissemination of brand information.

2. Crowd matching

It is very important to know whether the age, gender and geographical distribution of KOL fans are consistent with the brand user portrait. If the fan portrait does not match the user portrait, it is equivalent to delivering the advertisement to the wrong group of people and will not bring good results.

3. Interest matching

Through fan analysis, we can understand fans’ content preferences and interactive interests - determine whether their style is similar to that of the KOL. The closer the style, the more it can cater to user preferences and achieve the goal of planting grass.

4. Verticality

Creators in vertical fields are more suitable for personalized recommendation algorithm mechanisms, and they should choose influencers whose account weights are high and whose Xiaohongshu account labels and planting notes are consistent in classification.

4. Content Quality

1. Note explosion rate

The rate of hot articles within 30 days can better reflect the creative strength and investment value of KOLs at that stage. Hot articles are very long-tail and weighted. If there are hot articles in the past 30 days, the notes released will have more data guarantees.

2. Data authenticity

① Data fluctuation is too stable ≈ brushing volume. The judgment standard for being too stable: floating value <20.

② Data fluctuations are too exaggerated ≈ content quality is extremely unstable. Exaggerated judgment criteria: floating value > 100, or even higher; this means that the level of content creation is unstable.

3. Content update rate

At least weekly updates, be careful when voting for talents with unstable update frequency. Stable update frequency is beneficial to improving the stickiness of the fan base. The more stable the update frequency, the higher the fan stickiness, and the interaction rate is likely to be higher than that of talents with less update frequency.

4. Health of public opinion

Intuitively understanding fans’ reputation and attitude towards KOLs, discussing key words, and positive public opinion are important guarantees for winning fans’ trust.

5. Cost-effectiveness

1. Expert Quote

The price quote for blogger cooperation is generally around 10% of the number of blogger fans.

2. Interaction Cost

1.5 times the number of likes ≈ the number of interactions, and 10 times the number of interactions ≈ the number of views

3. Quotation for cooperation with experts

1.5 times the average number of likes on recent notes ≈ the cost of a single interaction. Interaction cost: 5-10 is a high cost-effective

4. Commercial capabilities

Business experience: Brands/industries that the KOL has served in the past: whether it is relevant to the brand, and customer reviews

5. Comment interaction effect

Are there any genuine inquiries about links, sizes, places, feelings, etc. in the comments section?

Final Thoughts

Merchants not only need to screen suitable influencers and use them to amplify brand exposure, but also need to cooperate with the brand's own marketing position.

The most important thing is whether our brand account has created content to interact with influencers, and whether we have placed information flow ads and recommended ads.

It is already difficult to rely solely on influencers for marketing. It is recommended that businesses must coordinate advertising on the brand side with content delivery on the KOL side.

Let me remind you again, whether you are a brand’s own content or KOL and KOC content delivery on Xiaohongshu, you must remember a routine. You must pay attention to the platform’s hot words, and then refine your product keywords, target audience concerns, product scenarios, and problems that the product can solve for users.

Package your own content around the above elements, avoid pushing content too hard, learn to change the user's mindset, and think about what problems my content can help users solve?

If you have any other methods for screening talents, please feel free to share them in the comment section.

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