In a single month, the number of fans increased by 30w, and the number of business notes was praised by 22w. What is the secret of attracting small red books

In a single month, the number of fans increased by 30w, and the number of business notes was praised by 22w. What is the secret of attracting small red books?

June, Quotations from Chairman Mao Zedong What high-quality bloggers emerge from the platform? What is the brand's outstanding performance in planting grass?

To gain insight into the content creation trend and brand of Little Red Book platform Marketing Strategy: New Red launched the monthly list in June, and analyzed the monthly list data from various aspects such as creators, brands and categories to provide reference for practitioners.

Head talent powder raising 30w

The thousand year old unique skill of striking iron flowers moved the audience

In the small red book, which focuses on planting grass, The emergence of high-quality content must drive the growth of fans , want to find the creator of the recent explosion, Fans' increment is an important measure 。

According to June "Ranking List of Rising Fans" TOP500 Data shows that recent KOL at the head has the most powder, accounting for 53% , more popular with platform users.

In the list, fans have increased for many times @Bai Jingting , June Powder raising 31.6w , ranking first; Food blogger @Jiang Xunqian Ranking up 308 places, Powder raising 30.31w , in the second place; No. 3 @Song Yuqi _G-I-DLE With daily wear sharing, Powder raising 24.17w And the powder rising rate is 14.3%.

The following is the ranking of top 30 celebrities in the "Pink Rising Ranking List" in June:

@Jiang Xunqian As the head blogger of the platform, with high-quality video content, the number of fans has kept a small growth trend. Observe the recent changes of fans of the account, June 18th It reached a peak that day, The increase of fans per day reached 8.72w 。

▲ New red - popular search - fan analysis

to flash back @Jiang Xunqian It can be found that what helped its fans soar“ "Making Iron Flower" video , the note began to spread rapidly after it was published, The final cumulative number of likes is 75.91w ， Estimated number of readings exceeds ten million , is the best note of this account this year.

▲ New Red - Red Person Search - Note List

@Jiang Xunqian As a "food blogger" committed to inheriting the excellent traditional Chinese culture, he mainly publishes food content on a daily basis, but his videos are in various forms, often adding "manual", "intangible heritage inheritance" and other content.

In June, this popular video recorded the whole process of the blogger who traveled thousands of miles to learn and practice, This precious spirit of inheritance and the ultimate romance brought by sparks , attracted a large number of users.

▲ Blogger video screenshot

In the current fast-paced lifestyle, more and more intangible cultural heritage technologies are facing loss, @Jiang Xunqian The reason why this video is so popular is that her purpose is pure, Willing to calm down and study forms a contrast with current life ； Besides, she Perseverance and exquisite camera language It also moved many audiences.

Increase brand investment in the middle of the year

Preferential discounts on the platform are more popular

In the middle of the year in June, we will see the recent marketing actions from the perspective of the brand. according to "Commercial Launch List" According to the data of "Jingdong", "OPPO", "Sisley" The interactive volume of brand content launched is 124.78w、110.38w、84.22w 。

The following is the ranking of TOP 30 brand launch:

From June "Commercial Launch List" top500 It can be seen that the head brand types are more diversified, not only limited to beauty categories, E-commerce platform, food and beverage, household appliances The brands in the field also had a greater investment last month.

E-commerce platform "Jingdong" Launch 1233 Business Notes ， Interaction volume of 124.78w Top of the list, the main launch direction is JD's 20th anniversary+618 promotion, and the launch experts include Plain person, junior talent, enterprise organization number 。

▲ New Red - Brand Search - Grass Planter

among @Kobayashi Gaozhi "Who knows!! I really love brain tonic cp!!!" The interaction amount reached 22.96w 。 Bloggers mainly use Discount and voucher Grass planting is the main entry point, which fits in with the promotion atmosphere of the platform 618, and combines with the interesting life theater to attract more potential customers.

▲ New Red - Brand Search - Grass Planting Notes

In addition, food and beverage brands include "Pizza Hut", "Miss ”Etc. Pizza Hut To promote the "Pizza Hut Win Every Exam Package" @Hou Lvluo Cooperate to occupy users' minds through interesting content; In terms of household appliances, Beautiful Focus on "Refrigerator, washing machine, air conditioner" And other large household appliances brought to the brand in June 82.1w interactions 。

Beauty category still dominates

Rapid development of food and beverage

With the improvement of Xiaohongshu e-commerce ecosystem, we want to maximize the marketing effect, Need to study the popular categories on the Little Red Book In order to better reach consumers and optimize marketing strategies.

Passed in June Category Ranking It can be seen that the first and second place are cosmetics and skin care products, "Liquid essence" Total number of relevant notes 4.52w ， Grass planting notes Total interaction volume 400.65w , ranking first; The second is "Colorful lipstick/lipstick" note Estimated number of readings exceeds 8000w ； The third and fourth are food and beverage products, The number of note interactions exceeds 300w 。

The following is the category ranking of TOP30:

Food and beverage industry "Tea beverage" The heat has risen from the end of June and reached its peak. Under this category "KFC, Tea 100" Etc Maximum investment ； Ranked by the number of note interactions, "Snow City" Best performance Only 38 notes on planting grass in June were obtained 12.77w interactive data 。

▲ New Red - Category Analysis - Category Ranking

Fans of this brand category are mainly Women aged 18-24 , the audience is concentrated in Guangdong, and they "Entertainment, hobbies, beauty" Class notes are most interesting.

Based on the user profile, "Snow City" Cooperate with a number of beginners and release Industry interest information, co branded milk tea evaluation, new product recommendation And other multidimensional contents to reach the target group.

from Category public opinion It can be seen that neutral comments account for 50%, and the most popular discussions revolve around "Food safety and environmental sanitation" It is easy to see that tea users may be attracted by various content, But pay more attention to the quality and safety of the product itself In the marketing process, brands should pay more attention to user feedback and deal with negative public opinion in a timely manner.

Operation article of last year and today

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