How Xiaohongshu leveraged TV drama topics to achieve a 300% increase in traffic

Xiaohongshu's efforts in seeding and marketing are getting stronger and stronger, which is more and more important for brands. The author of this article uses Xiaohongshu's data analysis tools and film and television marketing experience to break down the routines and highlights of the hot-selling notes in detail, and provide you with suggestive guidance on how to take advantage of the hot spots. Recommended reading for those who are interested in Xiaohongshu operations, hot-selling operations, and brand marketing.

Preface

Many businesses have begun to invest in film and television advertising, using film and television brand promotion to enhance their own brand image and win consumer recognition. Film and television brand promotion can help companies save a lot of marketing costs, with large traffic and low costs. In addition, it can use external forces to expand brand promotion.

In this article, the author uses Xiaohongshu's new red data analysis tool to take a look at how businesses use film and television to increase product/brand exposure .

This article provides suggestive guidance on riding on the hot topics of film and television. The prediction of content trends not only provides creators with new content directions, but also paves the way for brands to carry out subsequent marketing work.

Contents of this article

1. Why use film and television to promote your product?
2. Analysis of hot topics in film and television dramas
3. How to “prescribe the right medicine” for different categories?

01 Why use film and television to promote your product category?

TV series can also better capture the audience's attention and make brands and products more prominent. Through well-designed plots and smart visual effects, brands and products can be introduced to the audience, allowing the audience to better understand and remember the brand.

While attracting users, it can also expand brand awareness and soft implant the brand from the product advantages to reflect the brand tone and characteristics. The author [Zhuang Jun] summarized several advantages of using TV drama topics to promote categories:

1. Integrated Marketing

Similar to co-branded marketing, it is also called leveraged marketing, but there is no substantial "cooperative relationship". By forming an association with popular TV series, it can speed up the brand's dissemination and attract consumer groups in multiple ways. While bringing consumer demand to some users, it helps the brand acquire more potential users.

2. Fresh blood injection into content

Bring innovative marketing to users, maintain innovation, inject fresh blood into marketing, and maintain users' expectations for content. TV series themselves have IP influence. When using TV series for publicity, it is not only to get traffic, but also to increase the secondary exposure of the brand while increasing the traffic base.

3. Flow opening

TV dramas bring their own traffic. Bloggers of different types can interpret sections in popular film and television fields, such as breaking down makeup in the beauty category, breaking down promotions in the workplace category, and breaking down the main story lines of characters in the emotional category, all of which can generate good traffic.

When businesses use film and television for promotion, they also need to measure from multiple dimensions:

1. Try to put the best pictures in front to show your own brand advantages. Consider the audience of the film and develop different advertising strategies according to different audiences to more effectively integrate the brand into the film and television scenes.
2. We also need to consider the effects of film and television advertising. For example, if Xiaohongshu users are not interested in the drama, then the brand promotion will be ineffective. We can conduct topic analysis and keyword analysis on social platforms or third-party data.
3. Pay attention to grasp the rhythm, actively participate in topic discussions on social media, build a communication bridge with consumers to enhance brand awareness, be good at using film and television product promotion, grasp the rules of delivery, actively carry out brand promotion, let more consumers know about your brand, thereby enhancing the brand image and winning more recognition from consumers.

02 Analysis of Hot Topics in Film and Television Dramas

As everyone knows, TV drama topics have always been hot topics explored by users. The recently popular "Kuang Bi" has more than 2.28 million notes on Xiaohongshu, and "Where the Wind Goes" has more than 1.09 million notes published on Xiaohongshu.

Celebrity topics + content + product recommendations, starting with celebrities/hit dramas , using details as an introduction to bring out topics, and then advancing to product recommendations, double the traffic, and the comparison of details is more contrasting.

According to Xinhong data, the topic of the TV series " Go Where the Wind Is " has been viewed a total of 250 million times on Xiaohongshu.

(Displayed by Xinbang's [Xinhong Data]) [Topics of popular TV series]

(Displayed by Xinhong Data under Xinbang)

As of February 25, the total number of views of Xiaohongshu's "Popular TV Series" in the past 30 days reached 3.142 billion times , among which 447,700 people participated, 15,000 Xiaohongshu notes were published, and the number of interactions was 651.9w . On February 1, the number of interactions for the topic of [Popular TV Series] reached a maximum of 460,000. Compared with January 28, the number of new interactions in three days was nearly 200,000.

(Displayed by Xinhong Data under Xinbang)

The topic participants are mainly women, accounting for 87.78%, with fans between 1k and 10,000, accounting for 47.37%, and most of them are amateurs, accounting for 64.66%. From the perspective of the portrait, the participants of Xiaohongshu's popular TV series topics are mainly concentrated in the young group, who often follow TV series and are more interested in film and television variety shows. So how can each industry use TV series topics as an opening to get on the topic of celebrities? Let's take a look.

03 How to “prescribe the right medicine” for different categories

1. Beauty and cosmetics

Case: Li Yitong's imitation makeup | Super fairy elf look, Li Yitong's role as An Xin in "Kuaishou" is so beautiful

(Note data overview: likes - 3157, favorites 260, comments 219)

From the title, we can confirm that the main content of this note is imitation makeup, which uses the makeup of the protagonist in the TV series without imitating it, that is, the similarity of the makeup techniques and the makeup after makeup with the star's makeup arouses the user's desire to interact, and uses the TV series characters and the popularity of the TV series to attract traffic. In the field of beauty and makeup, the similarity or dissimilarity of the imitation makeup will become the focus of users, and the makeup techniques will become the skills for users to learn from and improve themselves. From a certain perspective, it can also be regarded as a tutorial note. Users are attracted by your makeup techniques, which indirectly becomes a seeding of grass.

Celebrity topics + content + product recommendations, starting with celebrities/hit dramas , using details as an introduction to bring out topics, and then advancing to product recommendations, double the traffic, and the comparison of details is more contrasting.

summary:

Xiaohongshu's beauty category combines popular elements from film and television dramas with its own brand characteristics , allowing everyone to get a glimpse of popular elements in film and television dramas without losing the characteristics of Xiaohongshu's beauty category, thereby attracting audiences.

Secondly, Xiaohongshu beauty category can also take advantage of some hot film and television drama activities to let fans participate, let fans feel close, and let fans have a closer connection with the brand. Apply the elements of hot film and television dramas to their own products, such as matching the popular clothing and makeup in the film and television dramas, so that fans can feel that they can also have the luxurious life in the film and television dramas.

More importantly, Xiaohongshu's beauty category will also have some products exclusive to film and television dramas, which will make it easier for fans to accept them, thereby achieving the effect of activating fans. The beauty category uses the hot spots of film and television dramas to attract audiences in various ways. At the same time, it also makes it easier for fans to accept brands, allowing them to integrate into the romantic world of film and television dramas and enjoy a more comfortable lifestyle.

2. Tourism

Case 1: Which places in Dali did the show “Go Where the Wind Is” go to in episodes 1-8?

From the presentation level of the above case, first of all, the filming location of the film and television is used as a gimmick to stimulate the curiosity of users. Secondly, tourist attractions are recommended, and beautiful pictures are used to attract users to "visit here", thereby directing users to offline tourist attractions.

Case 2: Praising the desert, grassland and ancient village where the TV series "Eastern Palace" was filmed

Case 3: Do the scenes in the drama “Where the Wind Goes” really exist?

In this note, we can see that the scenes in the drama are compared with the real scenes, which create a difference between the two. However, the meaning expressed here is that the scenes in the drama are real. It is also because the blogger was so attracted by the filming locations of the TV series that he could not help but be amazed by the beautiful scenery and went to the scenes in the drama to "check in" .

People who frequently browse Xiaohongshu may have come across this. Because the TV series "Go Where the Wind Is" has become a big hit, it has brought a substantial boost to the tourism economy of Dali, Yunnan. Both the number of tourists and the local economy will increase by multiples of the usual amount.

summary:

Tourism uses scenic spots from popular TV series and movies to recommend them to the audience, inviting them to "follow the footsteps of the show and go sightseeing together." It can analyze the audience's hot searches and the audience's attention to each scenic spot, so as to give the best recommendations and help users understand the most popular scenic spots more conveniently and quickly, thus promoting the development of the tourism market.

At this time, for users who are interested, the travel guide will be collected and paid attention to by users.

3. Daily life

TV drama example: Brother Qiang liked my cherries, but I didn’t give them to him.

We see this note, which also integrates the role of Gao Qiqiang in the recently popular TV series "Kuang Biao", and analyzes the reasons why it can become popular:

1) Funny Factor

2) TV drama roles

3) TV series popularity.

The use of TV drama clips and interactions during viewing induces funny interactions among users, which not only arouses topics but also contains funny elements. Users often appear in the comment area with central roles such as "Brother Qiang, Lao Mo, Sister-in-law, An Xin", further enhancing the "plot" of the comment area.

summary:

Daily life categories are mostly presented in funny forms. This kind of use of film and television hot spots mainly arouses users' desire for interaction and increases the weight of the account. Some accounts that have just started can use various forms of hot spots to increase fans and attract traffic, but the later content will still be based on account positioning to form a content matrix.

4. Dressing and dressing

Case 1: I declare! This year's favorite drama | "Hong Kong style" outfit ceiling

Case 2: Learn to dress like in movies and TV shows | Today is retro Hong Kong style

Case 3: Xu Lu's outfits as Gu Qiao in episodes 11-14 of Our Time to Fight

The above three cases all use outfits from TV dramas to promote product recommendations. Many consumers will pursue the same style as celebrities and promote products accordingly.

summary:

By using film and television to showcase the matching of fashionable clothing and the way of dressing, the audience can feel the different fashion atmospheres through the matching of various clothing, so that more people can recognize the beauty of clothing.

It can also help consumers better understand the product itself. Through film and television, they can more clearly understand the style, fabric and craftsmanship of clothing, thereby increasing consumers' awareness of the product and stimulating their desire to buy. It can allow consumers to follow the trends of idols. In order to keep the same style as idols, consumers will be more active in accepting and purchasing fashionable clothing.

5. Beauty and personal care

Case: It’s not me…how can I do what Liu Yifei does?

(Note data overview: likes - 87,000, favorites - 69,000, comments 249)

The title uses emotional words + questions + celebrities . It does not fully state the content, but uses celebrity topics to arouse users' curiosity. Even boys will want to click on the note when they see Liu Yifei. At the same time, raising topics can guide users to actively interact in the comment area.

In the notes, first quote celebrity topics to introduce the content, then extend to how to solve the details and achieve good skin like the celebrities. The solutions serve as a guide for users, and finally promote products. You can also throw out topics and guide users to interact in the comment area to enhance the exposure of the notes.

summary:

Beauty and personal care products use film and television for promotion and take advantage of the celebrity effect. For example, how to be like Liu Yifei, by comparing celebrities with ordinary people to show the importance of skin care/partial protection, thus forming a process of tutorials, solutions, and product recommendations.

When a brand wants to promote its products in this way, it can also use some well-known influencers to promote the products. Influencers can achieve the effect of product promotion through different fan groups. This allows consumers to have a personal experience and further improve the marketing effect of the product.

Xiaohongshu Film and Television Marketing

1. Share directly to target users’ pain points

Directly address the target users' pain points and share them. In the process of sharing, you can enhance the analysis of target users' needs. Not everyone is suitable for such sharing. We need to make judgments based on categories and user preferences.

2. The best seller is hidden in the best seller

Find topics based on user pain points and needs, and give priority to topics that have already been popular based on references to popular topics. Don’t think that you can’t do topics that have been popular with your peers. Insist on self-innovation. This thinking is wrong. Collect popular topics, combine them with your own dry content, and do this popular topic. Popular topics will always be popular.

When you are doing something, there is nothing wrong with insisting on your own innovation. However, you can also look at how your peers do it, combine their advantages, and integrate them into your own content. We can trust the experience summarized by successful people. This is the same as the difference between thinking about a problem with one person's head and thinking about a problem with a group of people's heads.

Therefore, go and see as many hot-selling products as possible, analyze them, learn more about and look at more benchmarks, learn more about your target users , and focus on serving only your target users. Being a self-media person requires insight into people. You should go out more often and see all kinds of people in the world. Don't always stay in your own little corner.

3. Don’t blindly follow the trend

Hot topics of different dimensions may have different target groups. For example, in the “World Cup” hot topic, there are topics such as “Champion Analysis and Prediction” that are of interest to veteran football fans, and “Most Handsome Football Star List” that is of interest to women. Understanding the characteristics of the groups of people who are interested in different topics will help us select topics that are related to our own tone and characteristics.

4. Learn to optimize film and television hot spots

When a brand wants to use a hot topic for publicity, it also needs to think about: Is this hot topic worth taking advantage of? What advantages and results can it bring to the brand/product? It is like analyzing a hot article. By comparing it with other people's hot articles, what advantages does it have? By copying (copying) - modifying (improving) - creating (innovating) , while getting traffic support, the brand promotion effect can be amplified.

Summarize

Brand communication should fully explore the brand story, enhance communication and interaction with users, and give full play to the important role of social media in the communication process. Therefore, brands should have a "flexible" character, be able to follow hot topics, play self-deprecation, and tease consumers, have empathy for netizens, and be good at dealing with consumers. In the brand competition circle, "survival" is more important.

Author: Zhuang Jun

Source: WeChat public account "Zhuang Jun (ID: zhuangjunweixin)"