Rapidly break out of the circle on Xiaohongshu: Maximizing celebrity marketing

How to quickly break through the circle on Xiaohongshu in a short period of time? How to maximize celebrity marketing? In this article, based on the data analysis of popular notes in the personal care category of Xiaohongshu, the author summarizes the content template for Reze brand advertising on Xiaohongshu, and further explores how to implement this "game play".

Recently, we have captured data on the popular notes in the personal care category of Xiaohongshu in the past 30 days, in order to understand the content formats of the high-interaction notes in the current market.

It was found that in the body care category, there were several notes with very similar content, and these notes were all promoting the same brand. Similar content frequently appeared in the list of notes with high interaction in the body care category, indicating that this content format is very effective and replicable.

Image source: Xiaohongshu

We found that the Reze brand continued to amplify Meng Ziyi's star potential in the content it puts on Xiaohongshu. They sorted out a set of replicable content templates and repeatedly presented this template in the form of videos and pictures. The star material drove exposure and brand trust.

A member of our company has asked us before that our products have been used and recommended by celebrities in some variety shows. How can we amplify the value of celebrities and make the brand break through the circle more efficiently?

If brands want to cooperate with celebrities in 2024 to promote products and amplify marketing effects, they can read the following content carefully!

We will analyze these good notes on delivery data and tell you how to divide the work within the team to assist in content production, as well as how official accounts and external partner accounts distribute content and amplify the value of cooperation with celebrities.

1. Notes Analysis

1. Note content

Video notes (high proportion)

Step 1: Use different materials of Meng Ziyi to mix and cut at the beginning:

1) Beautiful photos from various occasions (red carpet, CCTV cameras, airports, etc.) emphasize her glowing whiteness, making people curious about her secret to fair skin;

2) In various variety shows, people ask Meng Ziyi about her makeup or skincare skills, which reinforces her image as someone who knows how to take care of herself and make herself more beautiful;

3) How did they manage not to get darker when recording programs in places with strong ultraviolet rays such as Yunnan, Hainan and Xinjiang? This has aroused the attention and curiosity of users.

Step 2 - Find the answer to Meng Ziyi's whitening:

By looking through her social media, I found out that she used Reze products. (One video was a collaboration video with Meng Ziyi on Xiaohongshu; the other was a video of flipping through bags in collaboration with brands and celebrities. The two videos were mixed and presented to make it clear that Meng Ziyi's good skin and fair complexion were due to using Reze products)

Image source: Xiaohongshu

Step 3 – Enter the ad:

1) Why can Reze products make people whiter, and what ingredients are added?

2) Solve user pain points (snake skin, dry skin);

3) Description of the half-price promotion for the second set of products.

Image source: Xiaohongshu

Graphic notes (copy the above logic and materials)

1) Beautiful photos or raw photos of celebrities showing fair and tender skin to attract users’ attention;

2) Search the celebrity’s social media information to find out the product materials she used Reze;

3) Explain the usage and functions of the product.

Image source: Xiaohongshu

2. Note cover

Celebrity photos (red carpet, variety shows, street shots, etc.) are curious and clickable, and generally have low clarity, making people feel that they are real, not deliberate advertisements.

Image source: Xiaohongshu

3. Note Title

The title begins with words such as "vocal, woqu, a little outrageous", expressing the admiration for the celebrity Meng Ziyi's appearance, making users curious and attracting them to click to read. [Continuous replication of different templates and copywriting]

4. Note body

To summarize the content logic of the above video & pictures: It expresses that her skin is glowing white and in very good condition. Does she have any skin care secrets? I found the same good things as hers and shared them with everyone.

At the same time, the notes will also include various topics, such as "must-see for girls, same style as celebrities, yellow and black skin, body skin care, Reze shower gel", etc., through targeted keywords, to reach people with precise needs.

Image source: Xiaohongshu

5. Notes and comments area

1) When faced with a user’s purchase inquiry, reply with the brand name + product so that the user can proceed to the next step: keyword search and view more Xiaohongshu notes about the product.

2) When users post product pictures or positive feedback in real scenarios, it can increase users' trust in the product and generate the psychological activity of trying the product.

Image source: Xiaohongshu

2. Gameplay implementation

1. How to divide the work within the team

Through our analysis of the above notes, we found that whether it is the content posted in our own account or the content of external cooperative accounts, the content structure of the notes is very clear, and the content is very similar regardless of whether it is in the form of video or text.

This shows that these contents rely not on delivery, but on batch production and distribution.

It should be that after establishing a set of verifiable content templates, the content operations team will be allowed to look through Meng Ziyi's variety shows, red carpets, film and television dramas, etc. based on these structural frameworks to search for materials, and then remix and present them.

After the content is released, we look for a large number of entertainment accounts to distribute the content. In order to reduce the possibility of users being disgusted by too much homogeneous content, we also look for some bloggers with whitening labels or high-value amateurs to cooperate on content.

2. How to operate the official account

The Reze brand has 4 official accounts, each of which simultaneously distributes the above-mentioned note content format to obtain continuous exposure and product endorsement.

We looked through the past content of Reze's official account and found that before cooperating with Meng Ziyi, the brand had also cooperated with Shen Mengchen and Zhou Jieqiong, and had already used the above content operation logic. However, this logic was magnified in Meng Ziyi!

This is mainly because Meng Ziyi’s variety shows and herself are both popular. The brand-verified gameplay + celebrities with high popularity and traffic can simultaneously amplify the potential of the cooperation!

Brands that want to use this method need to choose celebrities with continuous traffic and popularity. They also need to communicate with the other party in advance about the cooperation method and obtain the corresponding content authorization.

Author: Sally Nan

Source: WeChat public account "Nankaikou (ID: nnvoice)"