10 essential models for Xiaohongshu in 2023

The latest data shows that Xiaohongshu currently has over 200 million monthly active users and a total of more than 43 million shares, making it a well-deserved "consumption decision-making" platform in the minds of many young users. More and more businesses and individuals are starting to settle in Xiaohongshu, but if you want to operate Xiaohongshu well, you must master the rules and skills. The author of the following article shares ten models for operating Xiaohongshu. Recommended for those who want to understand the operation of Xiaohongshu.

In recent years, marketing models have been rapidly iterating, and "planting grass" has evolved from an innovative marketing to a more common and popular marketing form. Xiaohongshu is the leader in this model.

The latest data shows that Xiaohongshu currently has over 200 million monthly active users and a total of more than 43 million shares, making it a well-deserved "consumption decision-making" platform in the minds of many young users.

More and more businesses and individuals are starting to settle in Xiaohongshu, but if you want to operate Xiaohongshu well, you must master the rules and skills. Today I will organize and share 10 models about Xiaohongshu operations to help you open up your operational ideas.

Model Catalog

• Traffic distribution model
• Funnel model for testing explosive articles
• IDEA Methodology
• Product Matrix Model
• KFS Model
• Product selection logic model
• 10-3-1 Red Book Topic Selection Model
• KOC Value Assessment Model
• Selection Model
• Pyramid delivery model

1. Traffic Distribution Model

After you publish a note, it will first be reviewed to see if there are any violations, then categorized by tags, and matched recommendations will be made to users with the same tags. Then the note will be placed in a primary traffic pool for exposure. Whether it can enter the primary traffic pool depends largely on your note score.

Xiaohongshu has a CES rating standard: CES rating = number of likes × 1 point + number of favorites × 1 point + number of comments × 4 points + number of reposts × 4 points + number of followers × 8 points

So what we need to do is to find ways to guide fans to follow, forward, rate, collect and like.

2. Funnel Model for Hot Article Testing

For brands and businesses, how to place notes and how to allocate channels? You can refer to the "531" model. The core is to continuously screen and filter high-quality notes and continue to invest.

In the early stage, the goal is to enrich the types of notes and select multiple types (5+ are recommended) of high-quality notes under natural traffic for information flow testing.

In the next stage, we will select higher-quality notes (the top 30%) from the information flow test notes and match them with suitable heating tools to increase sales. We will select notes with high levels of interaction and high mention rates of this product in the comment area and prioritize them for search, match creative materials with corresponding search terms, and seize important promotion nodes for concentrated sales.

During the sprint phase, we will continue to screen high-quality notes, flexibly adjust the target of explosive articles, and promote them through a variety of advertising tools to turn potential explosive notes (the top 10%) into ultimate explosive articles.

3. IDEA Methodology

IDEA methodology is a marketing tool proposed by Xiaohongshu in 2021. Through systematic analysis of each link of marketing, it provides brand owners with practical marketing solutions.

It is mainly divided into four key marketing link nodes :

• Insight product opportunities
• Define product strategy
• Expand to break through the category track
• Advocate accumulates brand assets

4. Product Matrix Model

What products should a brand promote when it first enters Xiaohongshu? How much budget should it spend? It is recommended to first sort out the current status of the brand and products, refer to the product matrix model, and split "explosive products", "potential products", and "long-tail products": comprehensively judge the brand product stage, and combine the brand's own needs to carry out product marketing planning.

For brands without explosive products, it is recommended to concentrate the budget on a single explosive product in the initial stage; for brands that already have explosive products and multiple SKUs, build a marketing matrix based on the current product status, set corresponding marketing goals, and match the budget.

5. KFS Model

The KFS content marketing mix strategy was officially proposed by Xiaohongshu to help brands complete new product marketing from 0 to 1 and improve consumers' "motivation" and "ability" to purchase.

K (Kol): With the help of data insights, first select products, then determine the marketing scenarios, and finally find the right people, the product translators, so that the product can be deeply rooted in people's hearts.

F (Feeds): Reach the target audience accurately, amplify the benefits of scale, improve operational efficiency, and help brands reduce costs and increase efficiency.

S (Search): Keep search needs in mind, use user behavior as a guide, guide content strategy and delivery strategy, and trigger user purchase intention.

6. Product Selection Logic Model

How to quickly promote brand products? Establish product selection logic through multiple dimensions such as category trends, products, SEM scores (search engine marketing), and use layer-by-layer scoring to preliminarily screen out categories/products with higher total scores.

Through progressive data analysis, we select potential products from top to bottom, and then deepen the mental influence of the entire brand/product from bottom to top, creating a visual and traceable explosive product model for the brand.

7. 10-3-1 Focusing Method

If you are not clear about your own positioning and the direction of topic selection, you can refer to the 3-10-1 model proposed by Professor Lu Bai, and determine your own positioning through the method of divergence-focus-divergence-refocus.

10: First, find out the three areas you are best at. In these three areas, find 10 popular topics to try, and try a total of 30 daily content.

3: Compare the data and analyze which field has the best market data. Select the 3 most popular articles from these 30 notes, focus on the fields they belong to, dig deep into the subdivided keywords and make further attempts.

1: Finally, through data analysis, determine the topic of the most popular note. Continue to explore subdivided keywords, focus on topics in this field, create content in this area vertically, and constantly imitate popular products to create popular products.

8. KOC Value Assessment Model

Through the KOC value evaluation model, the commercial value of KOC (amateur bloggers with 1-5k fans) is comprehensively evaluated from three perspectives: excess interaction, grass-roots effect and conversion effect.

Excessive interaction: The reason why brands invest in KOCs is inseparable from the low price, but the most important thing is the cost-effectiveness. Influencers who can obtain excess interaction are more worthy of investment.

Grass-planting effect: KOC has a more real and down-to-earth identity, but lacks professionalism. Selecting the areas where KOC mainly creates to plant grass can better have the characteristics of sincerity and professional content, and it is more accurate.

Conversion effect: The intention of users in the comment area is a key indicator for evaluating the conversion effect of notes.

9. Personnel selection model

By conducting a comprehensive assessment of the three dimensions of influencer basic data, business quality, and grass-seeking quality, we help brands solve the problem of uneven interaction in influencer notes and difficulty in ensuring the effectiveness of delivery, and create a feasible influencer selection plan.

• Basic data: average like-to-hide ratio of fans, median number of likes, fan activity & percentage of idle fans, update frequency, data authenticity
• Business quality: tonality, fan portrait, promotion brand, CPE
• Quality of seeding: explosive article rate, cover & text, KOL public opinion, long-tail traffic

10. Pyramid Delivery Model

The most classic and effective advertising strategy of Xiaohongshu is to use multi-level pyramid-style advertising to efficiently divert traffic based on the value of KOLs, fully utilize the long-tail traffic of Xiaohongshu, and promote product-effect conversion in a step-by-step manner.

Author: Yan Tao Sanshou

Source: WeChat public account "Yan Tao Sanshou (ID: yantao-219)"