Important update! Tap water notes can also be heated!

What is Koubeitong? What scenarios is it suitable for? How is this tool used? This article introduces the Koubeitong tool and Tap Water Notes of Xiaohongshu, and lets us know its implementation process and how it accelerates the spread of good brand word-of-mouth. It is recommended for Xiaohongshu users and brand merchants with publicity and promotion plans.

I never expected that Xiaohongshu’s commercialization would be so radical that tap water notes can even be heated!

The so-called tap water refers to notes posted spontaneously by users, among which there is no lack of high-quality content. These contents are different from the notes posted by experts. They are more down-to-earth, closer to real users, and more in line with the notes of real users.

If it is possible to heat up the tap water notes that are more helpful to the product's reputation, it will undoubtedly be a good thing for the brand and can accelerate the spread of good reputation.

So how is this process achieved? How can this tool be used?

1. Word of Mouth

1.What is Word of Mouth?

"Word of Mouth" is an intelligent and convenient word-of-mouth operation tool on the PC side. It helps brands discover high-quality word-of-mouth content on the site and promote word-of-mouth through heating. It can help brands discover high-quality content, gain insight into the direction of content dissemination, and accelerate the spread of good word-of-mouth.

2. How to operate the "Word of Mouth" delivery?

After activating the word-of-mouth communication permission, you can find the popularity list in the toolbar of the word-of-mouth communication in the Juguang background, and you can see the popularity ranking of brand-related tap water notes to understand the situation of tap water notes.

In addition to the popularity list, you can also set specific keywords to filter notes through "Tools" - "Word of Mouth" - "Select Notes". After checking the notes, click "Batch Heating" to enter the core process of heating settings.

After that, you can choose the amount, duration, group of people, etc. that need to be heated to place the tap water notes. For the specific process and steps, you can refer to the relevant official documents, which are left at the end of the article.

2. Vic’s Interpretation 1: Does the launch of Word-of-Mouth mean that soft advertising notes can also be used for advertising?

I don't think it's that simple.

No matter what time it is, the official will not support soft advertising, and will not even provide tool-level support for soft advertising. This word-of-mouth communication only has the function of attracting traffic to UGC notes published spontaneously by users.

As for whether the algorithm is capable of distinguishing between soft ads and water notes, this remains to be seen. In my opinion, since word-of-mouth communication has been launched, it means that the algorithm has the ability to distinguish between soft ads and water notes, but it is hard to say how accurate it is. No matter how smart the algorithm is, it does not have the judgment ability comparable to that of humans. So I think it is very likely that some of the amateur soft ads notes that are close to water notes are likely to be caught as water notes, and there is still room for manipulation.

3. Vic’s Interpretation 2: What scenarios is Word of Mouth suitable for?

1. Word of mouth correction

Especially for brands that have negative public opinion notes on Xiaohongshu, although it is impossible to directly reduce the notes, it is possible to correct the direction of public opinion by heating up positive word-of-mouth notes.

2. Online and offline linkage

For example, offline chain physical bookstores can launch offline activities, promote online, guide users to the store, post notes about participating in the activities, and then screen out high-temperature notes for heating, allowing tap notes to replace expert store exploration notes, which may have a much better effect.

3. Improve delivery efficiency

Compared with expert notes, tap notes are closer to real users, which is helpful for word-of-mouth and conversion. If a brand has a certain number of tap notes every month, it can choose to invest part of the expert advertising budget in word-of-mouth, allowing tap notes to replace expert notes for wide dissemination, thereby improving the certainty of the advertising effect.

4. Vic’s Interpretation 3: How to enable word-of-mouth access permissions?

Word of Mouth is still in the stage of targeted invitations. You need to have a certain number of tap water notes and a certain amount of investment consumption. At present, the threshold is still very high, but don't worry, all good tools are like this. At the beginning, the threshold is high. As the stability of the tool improves, the application merchants will gradually be expanded and the threshold will be lowered. This tool itself is not a tool tailored for KA merchants. Sooner or later, the permissions will be released. You can keep in touch with the direct customers or agents you connect with, and open the permissions as soon as the full amount is released.

Author: Vic

Source: WeChat official account: "Vic's Marketing Thinking (ID: Viccps0227)"