Go far in 2021, 2022 Beauty Industry social media Marketing The battle for position officially kicked off.

Throughout 2021, beauty is still Quotations from Chairman Mao Zedong The industry with the most mature development of business content on the platform, according to statistics, the beauty content accounts for up to 45% of the top 500 business notes in 2021, contributing nearly four times as much high-quality business content as the food industry, which ranks second.

What's more gratifying is that the highly mature commercial content of beauty cosmetics does not mean the saturation of commercial content development and the ceiling of content marketing. The overall commercial content accounts for only 0.4% of the top 500 high mutual popularity content, while the proportion of "mention brand notes" with grass planting attribute is about 10 times, which means understanding users, products and content, It will help more beauty brands continue to break the circle in 2022, and create their own popular myth.

As a major category of the industry, beauty makeup has a trend of travel alienation.

From the perspective of the top 500 interaction volume of cosmetics in 2021, cosmetics content is more popular with users, indicating that the number of users interested in this category is large and their participation in content is higher; From the top 500 interactions of business notes, skin care content is more likely to trigger user discussion. Combining the two sets of data, it can be basically concluded that:

◆   The competition for makeup content is more intense, and the "ordinary" business notes are difficult to stimulate users' desire for discussion;

◆ Skincare and personal care business notes may "hit" users' pain points, with better content expression;

◆ Although the beauty collection content is popular, it is difficult for many brands to highlight the uniqueness of a single brand and is not the first choice for brand launch.

At the same time, the difference in data also reflects the lack of control over users when brand content is launched, which does not release the pop points that users are more concerned about and more topical.

Taking cosmetics users as an example, this paper analyzes their audience portraits and the opportunities that brands can participate in.

Little Red Book makeup users are mainly young women aged 18-24, Generation Z users are more sensitive to "price", "self-interest", "fashion" and "freshness". Brands can carry out precise marketing through young users' pain points and itching points in combination with their own product characteristics, such as # Ping Dai lipstick #, # minority student party blush #, # makeup for the first date #, # parental novice tutorial # and other content with discussion and excitement, Integrate the content into the real use environment, help the content to create a long tail impact, and provide users with repeated reference and reference.

From the perspective of audience interest, in addition to the beauty circle, makeup users are also interested in fashion, fitness, food, and home content. In terms of interest stimulation, although the users of vertical content of makeup are more matched, considering that more brands are launched and the boundaries of content types are obvious, pure beauty content may be more "voluminous", The brand can appropriately select other interest categories KOL and release content, break through the shackles of cross scene and cross category content, create more divergent and interesting content, and stimulate users' attention.

When the brand influences users through content, it is necessary to consider who the users are, so that the content can be more tension, and it is easier to stimulate users' desire for active discussion, active communication, and active inquiry. The audience portraits and cosmetics for skin care, body care and other categories show slight differences, and the characteristics of different sub categories such as lip makeup, eye makeup, perfume, base makeup and other audiences are also different. Brands can find different topics through different user characteristics.

According to statistics, in 2021, 87.6% of the top 500 interactive beauty notes will be videos, while 38.4% of the top 500 interactive beauty business notes will be videos; The No.1 note of beauty interaction volume is the video content of "Black Short and Coarse Counterattack Cartoon Hands" released by your sister Zhou, and its interaction volume reaches 200w+; The No.1 business note of beauty interaction volume is the graphic content of "A List of All skin Student Party's Fair Price Water Emulsion" released by junior expert @ Wang Shieryang, whose interaction volume is about 50w+; In addition, the average interaction amount of TOP500 notes is about 26w+, and the average interaction amount of TOP500 business notes is about 6.5w.

With the diversified development of beauty content topics, discussion trends, content types and trend trends, video content is more likely to trigger "active participation" of netizens by virtue of its high sense of experience, strong presentation, diverse forms, distinctive KOL characteristics and other characteristics; At present, high-quality brand business notes are mainly graphic, representing the advantages and characteristics of video notes, which have not been fully explored by the brand for the time being; On the small red book platform where grass planting content is marketing, there is still a big gap between the brand's high-quality commercial delivery notes and high-quality notes, and the content force is slightly insufficient.

Take the high-quality notes and business notes of the three major categories of cosmetics, personal care and skin care as samples to analyze their content characteristics for brand reference:

①  Makeup: studious and good-looking, satisfying users' self-interest

★ High quality note title: "A shortcut is coming! Pure dry 2D makeup vs 3D makeup"

Source: Little Red Book @ Little Spring Notes

Released by: In spring, the sun is green

Content type: Dry Goods Tutorial

Best seller rule: Comparative display, effective ways

From the overall data, the interaction amount of notes is up to 67w+, and the estimated reading amount is up to 380w+. Through the comparison of "2D makeup" and "3D makeup" on the same face, and from the comparison of base makeup and local makeup, how can beginners who "correct" makeup make it more effective, and how can "parental teaching" make the content more qualitative, and show a high-level makeup effect, It is easier to trigger long-term learning after collection, and cosmetics and tool cosmetics brands have the opportunity to participate.

Since its release in July, this note has seen a small peak of sharing, liking and collection, and comments reached a peak at the beginning of its release; However, with the continuous spread, the second interaction peak of sharing, liking and collecting was ushered in in September again, and the interactive data still increased in the past 90 days, which proved that the high-quality content is not timely and has long tail content marketing value compared with node marketing content and hot spot content.

★ High quality business note title: "MAC's new product is amazing ‼️ Pure and clear frozen lemon black tea "

Source: Little Red Book @ Nicole Lehmann Manny Notes

Released by: Nicole Lehmann

Content type: Color test display

Best seller rule: Hot trend and pleasant color

Co branding: MAC Magic

This note gives full play to the color characteristics of lipstick. Through lipstick "papering", "upper lip" and "independent display", the characteristics of color number are clearly displayed. Although it is released in the form of pictures and texts, its copywriting spreads the imaginative trendy words such as "frozen lemon black tea" color, "moisturizing", "toot lip", "temperament gold", "pure desire wind", Raise the imagination of users, especially KOL's water run strategy and subsequent reissued videos in the comment area, use its role of "experiencer" to close the distance between fans, and fully mobilize users' interactive psychology. While considering the content and number of KOL fans, the brand should also consider KOL's interactivity and fan stickiness.

②   Personal nursing: precise pain points, simple scheme

★ High quality note title: "How to spray perfume on different occasions? 90% of people spray it wrong!"

Source: Little Red Book @ Notes of Zhang Orange, a girl holding her cheeks

Released by: Girl holding her cheeks Zhang Orange

Content type: Scene teaching

Best seller rule: Data titles and prominent personal characteristics

The content of this note makes full use of the characteristics of the video. Through the simulation of eight different scenes, it highlights the teaching video of the spraying position of perfume. On the one hand, it serves as experience sharing, and on the other hand, it is different from the traditional content of fragrance retention and taste evaluation, which is more expressive. The overall interaction amount is about 74w+, and the estimated reading amount is more than 560w+.

After the content was released in June, the popularity increased sharply until the midsummer in September, which indicates that different personal care brands have their unique seasonal needs. Brands can carry out relevant brand promotion according to different temperatures and seasonal characteristics, so as to avoid missing the best marketing period.

★ High quality business note title: "My boyfriend begged me not to change the perfume! This damn pickled bath gel!"

Source: Little Red Book @ Coral Little Apple Notes

Released by: Coral apple

Content type: Good thing recommendation

Best seller rule: Overall display, star topic

Co branding: IS Yes No

Pure graphic content helps small sweet potatoes to dispel purchase concerns from the aspects of appearance display, ingredient ratio, use effect, fragrance association, etc. From the perspective of smell, the content of "Thank Zhang Yuxi, let me find the fake body fragrance artifact in summer!!" indicates that it is the same product of stars, and highlights the seasonal characteristics. Low price and high-frequency products are more likely to give the public a taste of new ideas.

③  Skin care: professional view, full energy

★ High quality note title: "The blackhead explained it thoroughly at one time, and the aunt's tutorial was 666"

Source: Xiaohongshu @ Luo Wangyu's Notes

Released by: Luo Wangyu

Content type: Skin Care Tutorial

Best seller rule: Professional content, clear step

As a small red book with a vertical head, the content quickly resonates with users with such pain points through the script of "not only teaching you how to effectively eliminate blackheads, but also teaching you how to make blackheads grow more slowly". Its daily published content is quite professional, and at the same time, it has attracted a large number of fans in this field, which makes the content extremely explosive.

Step by step teaching and misinterpretation have enabled the content to gain about 91w interactive volume, and continue to be popular for 1 month from the release date. For skin care brands, because its effect and efficiency are the core considerations of consumer users, it is necessary to choose a more professional KOL for endorsement when selecting talent, and both grass planting and grass pulling are better.

★ High quality note title: "One hundred yuan parity water emulsion collection" ‼️ Don't miss the Student Party!! "

Source: Little Red Book @ Sand Sculpture Pig Essence Notes

Released by: Sand sculpture pig essence

Content type: Sharing good things

Best seller rule: Low price and good products, distinctive crowd

Co branding: PMPM

The notes pinpoint the characteristics of "good things for students", and delineate the price pain points of grass planting users through the "100 yuan level". The content of the text includes various strategies such as ingredients, effects, and skin types of different water emulsion products to help students and affordable users make full choices; In addition, through the interpretation of skin texture, rational persuasion was given to different types of users to purchase on demand, and the conversation was cordial to form a deep dialogue with users from the perspective of advanced experiencers, with high product integration and strong content presentation.

According to the trend of popular items in 2021, we can basically draw the following conclusions:

1. Only when you find the right users can you cut into the user interest points. Different product categories have different user profiles. You still need to understand the user circles that your own category can reach through data, and then break through one by one in combination with product features;

2. Users are more likely to have empathy and imagination for video content. According to this feature, brands can not only use Xiaohongshu as the release channel of "product specifications", but also as an important hub for video and graphic content marketing, forming a closed-loop marketing of in-depth grass planting, grass pulling and word of mouth communication.

3. The explosion path of high-quality content in different categories is different:

① Short term high explosion: Borrow stars, hot spots, topics, etc. to quickly seize users' minds;

② Stage explosion: Practical content, which is more likely to lead to collection, likes and secondary communication;

③ Rear end burst: Brand content with strong timeliness may be more likely to attract users' attention in the time of need;

④ Long term explosion: For professional content, KOL, which has a certain influence and voice in this field, will realize the long-term impact of single content.

In addition, the popular content of different categories has different content type distribution. Taking the most representative cosmetics, personal care and nursing as an example, makeup users prefer teaching, personal care users prefer effect display, and nursing users gain more knowledge from teaching:

For example, in the cosmetics category, the content of teaching courses accounts for the highest proportion, and it is relatively difficult to generate blockbusters through simple daily sharing, product feature output, and good product promotion; As a more professional product, nursing makes users more attracted to teaching, product features and effect display. On the whole, the "handle" tutorial with knowledge sharing and disassembly actions is more attractive to beauty users.

At the same time, the brand also needs to pay attention to the strategy of release time. According to statistics, the content released in the evening evening accounts for a higher proportion of the content in the top 500 interaction volume of beauty content.

Due to the sharp increase in the number of users in free time and the strong demand for skin care at night, the brand can be released at a relatively favorable time when it is launched; From the perspective of monthly distribution of popular articles, the differences and laws are not obvious. On the eve of the Spring Festival and the summer season change, there is a small increase. If there are seasonal products for brands, they can choose to launch them at the right time.

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