Xiaohongshu poetry copywriting, the new favorite of brands

We yearn for poetry and distant places, but sometimes poetry may not be far away, but right beside us. Let's read this article together and feel the charm of life from the smart and lovely poems!

The Chinese people's love for poetry is engraved in their bones. In our eyes, every waterfall, every festival, and every beautiful sunset is a poem.

In the Internet age, poetry as a genre seems to have become an "old thing" that should only be in textbooks. Instead, jokes, talk shows, and short videos have replaced it.

Only recently has poetry become popular again. We have seen poetry collections on Bilibili, Kuaishou, and blasting workers... Millions of "wild poets" have used words to create a "poetry renaissance" in the mobile Internet era on social platforms, in video comments, and in various comment sections.

Many people are curious, why is poetry revived?

But in fact, poetry has never faded. Poetry exists in everyone's consciousness. When emotions need to be expressed, poetry is the highest form.

Poetry is an effort to get rid of language. Silence is the best expression, followed by poetry.

So it’s not that poetry has been revived, but that people have found an outlet for expression again.

Now there is also such a group of poets on Xiaohongshu. They use vivid verses and highly dynamic pictures. Not only have they gained a lot of attention on Xiaohongshu, but they have also frequently become popular on the entire Internet.

For example, the poet "Gehuaren" on Xiaohongshu became popular last year with a group of outdoor poems. I believe many people have seen them.

Brands naturally sense where the public is paying attention to.

Is it possible to use these beautiful poems to promote the brand?

In fact, poetry is only one step away from advertising copy, and that is "advertising appeal". As long as this step is taken, poetry is copy.

Fortunately, for these talented poets, this step does not seem to be very difficult, so more and more brands have begun to look for these poets to place ads on Xiaohongshu, using the talent of poetry to inject new vitality into the advertisements, making people have another layer of preference for the brands.

These poetry texts do not require much publicity and promotion because there will be people to spread them for them.

Just like the poet Gehuaren who became popular last year, he received many invitations from brands to create works. Let’s take a look at the level of the copy written by the poet.

1. Moleskine Notebook Gift Box: Love is like a poem

A garden that you carry with you on your notebook

First row of roses

The rest is me looking for you

Step out of the open space

——《Flowering Life》

Crush someone

It's writing poetry with shadows

From a distance, it's pitch black

I found it when I got closer

Every word is for your coolness

——《The Tree of Secret Love》

No matter how heavy the heart is

It will also become lighter if you record it

One pair of hands can hold

——《Support》

Laptop on top of head

Become an umbrella

Every word you write

I'll dry my wet hair.

——《Shelter from the Rain》

2. Make an appointment for delivery on Tmall x Taobao x Cainiao APP

I stand between the couriers

Pretend to be a courier

Then in this world

Is there someone waiting for me?

1. Wishful Thinking

What are you pretending to be?

Wait a minute

Expose me

I learned that the courier will be delivered to my home soon.

I also sent myself home early

The power to tear your house apart

All used to open express

3. Aojo Lifestyle Glasses: Relax and chill poetry exhibition

The glasses are hanging in front of my eyes

A light moon

You sometimes want to take it off

It helps you light up

Blurred World

——《The Moon Before My Eyes》

2:45 p.m.

Me and the clock

We stretched together

——《Stretching waist》

I have seen the chaos of the world

But still stay awake

You are so tenacious.

Me and my glasses

Said this to each other

——《Looking at Each Other》

I have to say it's really good. It has a clear purpose and is poetic. With the filter of poetry, ordinary notebooks, glasses, and express delivery have become high-end.

Some brands like to find multiple poets to create on the same theme. When these Xiaohongshu poets stand on the same starting line, I even feel a sense of "competition". Some have their own characteristics, while others show some differences between each other.

A poet can give life to ordinary things and make everything dance poetically, but if he can still dance gracefully under the shackles of advertising, then he is a top-notch copywriter.

Let’s take a look at the works produced by Xiaohongshu poets under the same brand proposition.

4. Ele.me: Beginning of Autumn Milk Tea Poems

01

@The Flower Man

Use a cup of afternoon tea to remind me that the afternoon is coming, otherwise the day will be too long and I will be stuck in the morning meeting - "Schedule"

When I raise my milk tea and toast to autumn, there must be another person in this world who responds in an unknowing way - "Resonance"

Leaves place an order and the wind will deliver autumn - "Delivery"

02

@Nonsense Aunt Wang

Dongdong likes to be with Grape.
Bobo likes to be with watermelon.
And I just like it with taro paste.
——Together

Work,
There is no end to it.
I've let it go.
Just finish the milk tea first!
——《Let it go》

Autumn has arrived, but the weather is still hot. Milk tea has arrived, but the market is still open. - "Waiting"

There are some things we can't expect, but there are some things we can absorb - "Youliao"

03

@Qi Baishi

In this complicated world, there are many troubles in my heart.
Don't let it overwhelm your happy bubbles.
——《A Cup of Aftertaste》

I watched the autumn approach,
I told her my story.
She said she brought me a gift.
It is a cup that leaves an infinite aftertaste between my lips and teeth.
--"Gift"

Let's toast together.
Savor every detail of fall.
--"end"

5. Ele.me: Takeaway Red Packet Literature

01

@courtesypoet

Compared to "How are you doing lately"
“Are you hungry?”
It is a simple and happy question. Let’s have a meal together. ——《Question》

People will forget a bad relationship in a short time.
The milk tea I drank at 50% off is still fresh in my memory——"Strange Things"

The 18 yuan red envelope is a magic trick that can turn one cup of milk tea into two cups. If you are here, I will treat you. If you are not here, I will drink two cups by myself and not treat others. - "Magic"

I hate wasting things in life, but if what I get is a free meal and the full discount becomes futile, I will also be happy with it - "In vain"

02

@Noisy

Along with the 50% discount on takeout, your unhappiness today is also included.

Coke tastes better with ice, and takeaways taste better with red envelopes

I refuse all red envelopes sent by mosquitoes.
18 I will take the initiative to receive the red envelope

03

@小涛CHENTY

Takeaway red envelopes are a great condiment. Adding one when ordering makes the food taste even better.

I heard that only children ask for red envelopes, so I quickly grabbed a few takeaway red envelopes and turned myself into a happy child - "Becoming a Child"

The takeaway red envelope is like a bright light that makes all the food on the list shine - "Bright Light"

6. Lancome: "Butterfly Kiss" Limited Qixi Gift Box

01

@Nonsense Aunt Wang

If a butterfly wants to protect a flower, it's easy. You just need to kiss it. - "Guardian"

Loving someone is like raising a flower. A butterfly is willing to flutter for the flower, and I am willing to be moved by your heart every day. - "Heartbeat"

The butterfly suddenly flew away. When I looked up, it turned out to be you standing in front of me. - "Suddenly"

02

@courtesypoet

The butterfly flies into the mirror. Don't want you to look at me, and I don't want you to look at me. Stand in front of me and look at each other. We will find the meaning of the butterfly's adventure. - "Butterfly"

I want to play with you. Take a walk together in the morning. Find the song hidden in the butterfly's left wing. Play at dusk. Indulge in the orange swaying maze on the hillside. Dream under the stars at night and turn into two folded half moons. With you, I will get a gradual day. When I play alone, the sky suddenly becomes dark. - "Gradual Change"

You melt into me and I melt into you. If we haven't disappeared yet, it must be the best hug. - Romance

7. Amap: Amap Taxi Literature

The point emphasized is that taxi drivers should not take detours and abnormal expenses should be compensated in advance.

01

@courtesypoet

When walking with someone you like, people will secretly take a detour, but when going to see someone you like, you will worry about whether you have taken the wrong road. - "Secret"

You can choose to stop and look at the world, but no one can make those who are moving forward take a detour. ——《Response》

I don't recognize the scenery outside the window, but I won't worry about taking the wrong road because I've got a car that won't take a detour. - "The Bodyguard"

02

@Noisy

Start out boldly. Someone will take you to where you want to go. - "Arrival"

Life always requires taking detours, but taking a taxi is not allowed to take detours - "Detour"

Every step you take counts, but any detours you take will be returned to you in seconds - "Don't Lose"

8. Meituan Medicine Purchase: Meituan Medicine Box

@小涛CHENTY

My face turned red as soon as I went out. They said I was allergic, but I knew I was just kissed by spring. - "Allergy"

If you have allergies, remember to keep allergy medicine in your Meituan medicine box

In the morning, dewdrops flow down from the petals. Both my flowers and I have caught a cold. - "Runny Nose"

Happiness is like dandruff, it disappears for a short time and then returns in large quantities

9. Meituan Takeaway: Share the first cup of milk tea in autumn

@courtesypoet

The world sometimes tells me lies until my milk tea touches your cup. Those lies disappear like flowers blooming in the sky. - "Autumn of Friends"

Words transfer from the pen refill to my paper, milk tea transfers from the straw to my stomach. Today's work starts to become smoother - "Transfer Autumn"

I live in a small grid. At first, there was only one color. People who spoke to me attentively made this place colorful. It turns out that every time you share, there will be traces. - "Autumn of Sharing"

10. Little Red Book

1. This is Chongqing

For Xiaohongshu, with so many "good copywritings", it will naturally not let go. In fact, the promotional copywriting of many of Xiaohongshu's activities is now directly created by bloggers on the platform, and these poets can often be seen among them.

@courtesypoet

Don't worry about what you do, I will surprise you - "Tea House"

If you like it, just like it. If you don’t like it, just say it. The ropeway only hangs people because of work. - "Ropeway"

The way home is hard to walk, even with you holding my hand I dare not take two steps at a time - "The Staircase"

This book is so good that I forget it and read it again as if my life is getting longer and longer - "Goldfish"

There is no partition in Baba dance because art is universal. There is no mirror in Baba dance because we appreciate each other. - "Dance"

2. Changsha Street

@The Flower Man

Go up to the sky and down to the earth, long Samadhi

Changsha is not big, but it is very spicy

Speak in a Mandarin accent and be reliable in work

Drinking wine in the first half of the night to keep alive, and drinking noodles in the second half of the night to revive

3. Sweet Potato Pop-up Store

@Nonsense Aunt Wang

When eating ice,
The tongue is cold.
But the corners of his mouth are upturned!
——"Sweetie"

4. Xiaohongshu Outsider Festival

@焦野绿

The earth has no end,
I have walked too few roads.
Mistakenly thought there was no way out.
——"Go to the Wilderness"

5. Xiaomalu Poetry Exhibition

@小涛CHENTY

The wind drank the coffee secretly and tried to escape but was caught by my nose——"The Wind with Coffee Flavor"

The staggering people at night turned into a proud work of wine——"Wine"

@The Flower Man

When flowers learn to look in the mirror, another flower blooms in the world——"Happy Bloom"

@courtesypoet

When you are scared, take a deep breath. There are many encouragements from people far away in the wind. - "Fragrance"

@Nonsense Aunt Wang

Turning around in the washing machine is just for this moment of sunbathing - "Drying Clothes"

Wang Xiaobo once said, In my opinion, anyone who can feel a moment of joy in this world of endless troubles, hatred, and mutual surveillance can be considered a poet.

There is also a sentence on the background board of Xiaohongshu's "Little Road Poetry Exhibition": "Poetry not only belongs to the distance, but also to places within our reach."

Poetry is not only Li Bai's waterfall that "drops three thousand feet straight down", it can also be a cup of milk tea or a book.

Poetry exists not only in special days when we miss our loved ones more during the holidays, but also in every morning and every night of our lives.

As long as we live our daily lives with our heart, there will be poetry in every scene.

Author: Kuang Thirteen

Source: WeChat public account "Copywriting Free Shipping" (ID: kol100)