How much is the little red book generally promoted? Is the promotion fee of Little Red Book high?

What I shared today is an issue that many people care about, that is, the budget for the promotion of little red books. This is a big or small topic. Why? First of all, you can learn about the types of advertisements promoted on the platform of Little Red Book. Here, I divide it into three types of advertising options. Although I may not be able to give you the exact amount of expenses at present, I can help you estimate the budget range before launching Little Red Book. Of course, we can also give a superficial approximate amount based on past experience, which is just known, and the types and strategies of advertisements are different. So I think it is better to give it to fish friends than to fish friends, so that we can have a general understanding of the advertising budget evaluation of Xiaohongshu. Then the details are as follows: 1, Xiaohongshu official commercial cooperation advertisement 2, blogger cooperation advertisement 3, in-station marketing tool advertisement 1, Xiaohongshu official commercial cooperation advertisement. The two common ones here are: the investment promotion of Xiaohongshu platform's own marketing IP and the joint advertising of the platform; (1) The self-owned marketing IP of Xiaohongshu platform mainly conforms to a lifestyle of users in Xiaohongshu community. Based on the platform's insight into hot content hotspots and trends in the station, through the discussion and interaction between KOL/KOC and users, the brand can better carry out scene marketing. For example, at that time, QQ Star Children's Milk, a subsidiary of Yili Group, cooperated with the marketing IP of this platform in order to enter the advertising marketing of Xiaohongshu parenting circle. According to the data of the same period, in Please All Rooms, the bloggers and users of Xiaohongshu generated more than 654.38+00000 high-quality notes, more than 20000 people participated in the topic discussion, and the overall page views of the topic exceeded 22 million. And QQ star has risen sharply in the search ranking of children's milk, ranking among the top 5 records. For example, in the third phase of "Super Delicious Supply Station" last year1/month, Xiaohongshu officially joined hands with more than 4,800 convenience stores such as Rosen, Tang Jiu, Su Guo, Youjia, Hospitality, Neighbourhood and Xinjiayi to create the marketing IP of "Life Five Flavors Convenience Store", and at the same time joined hands with five major food brands (Yongpu Coffee, Yiran and Baicaowei). Ignite the enthusiasm of users to participate and a large number of users are attracted to offline stores by online content, and the punching experience and stories are shared in Xiaohongshu. On the whole, the total viewing volume of topics exceeded 20 million, the total exposure of TVC short films was nearly 50 million, and the total exposure of activities exceeded 200 million. (2) Joint launch of platforms When it comes to cross-border joint launch, everyone should be familiar with it. That's right, so this is a direct cooperation with the content created by Little Red Book. For example, during the opening year of 2022, the "small sweet potato" milk tea series jointly created with Xiaohongshu was listed simultaneously in 800 offline stores across the country. In the activity, in addition to the joint action of Naixue's tea and Xiaohongshu platform, the most direct action also led to a series of actions by bloggers at different levels. When the word "Autumn Mountain God" is mentioned, most people always think of the automobile brand Wuling Hong Guang at first. Yes, it is this automobile brand, SAIC-GM-Wuling and Xiaohongshu, that launched a "fashion activity" with young people, turning Hong Guang MINIEV into a "walking graffiti wall" activity. And in conjunction with Xiaohongshu * * *, it released a redesigned co-branded model, and launched a closed-loop full-station communication on the off-line of the "putting on airs" 100-car owner auto show, which completely refreshed the brand awareness and became an explosive car that was hotly discussed throughout the network. 2. Cooperation of bloggers In view of the uniqueness of the platform community of Xiaohongshu, the cooperation between advertisements and bloggers can be said to be the most commonly used means for brands to launch in Xiaohongshu. Then, if you simply look for the blogger of Xiaohongshu to advertise, one of the most frequently mentioned questions is how much cost information the blogger needs to advertise in Xiaohongshu. Well, in order to avoid advertising suspicion, then I will directly satisfy you with the big market, for reference only. The picture above shows a summary of the estimated delivery costs of Xiaohongshu's business notes related to skin care brands in February. We can also find that the number of people who cooperate with high-cost brands is not necessarily more than that of low-cost brands. Why is this? This is mainly due to the different types and levels of the corresponding cooperative talents, which means that the higher the level of talents, the higher the corresponding quotation, so the phenomenon that the cost is high and the number of people arriving is not necessarily high will naturally occur. Then, the small red book bloggers are easy to manage, which can be generally divided into: amateurs (300 ~ 5k fans), junior talents (5k ~ 5w fans), waist talents (5W~50W fans) and head talents (fans >: 50W). Star artists or bloggers with well-known KOL (all with V-certified logo) have different corresponding strategies when launching on the platform of the small red book. For example, choosing a star artist has a stronger overall appeal than other platforms in Little Red Book, and its corresponding release notes can arouse the deep interaction of fans. The promotion price of star artists is naturally higher, and the effect is not necessarily better than the head and waist. Therefore, whether it is necessary to choose star artists or head talents for the press conference mainly depends on the brand budget and the strategic stage of the brand to match and combine the press conference. Of course, it is also an important and necessary link to screen and screen the quality of cooperative bloggers before launching. Therefore, when paying attention to how much money is needed to promote the little red book, it is best to prepare how much budget according to your actual situation, which is a correct thinking direction in the launch of the little red book. This is true whether you screen bloggers yourself or cooperate with Xiaohongshu MCN organization company. The following are quotations from the report notes of experts in the field of skin care at various levels that I randomly intercepted (PS: The computer screen is really not big enough. . . ), you can estimate the scope of related promotion expenses according to the blogger's portfolio in your own launching strategy. Of course, the quotations of different bloggers are also uneven, involving other aspects, so it is normal to fluctuate up and down. The emphasis here is on reference or prediction or understanding. Amateur Notes Quotation: Elementary Notes Quotation: Waist Notes Quotation: Head Notes Quotation: Famous KOL Notes Quotation: In addition to the public quotations of TAs, the fees of different types of bloggers are also uneven. In fact, one is to cooperate with the organization of Little Red Book MCN, and it is also the most direct understanding of the relevant quotations of bloggers with different fan levels. Generally, it will provide consultation and implementation plan, and different little red book MCN companies offer different prices. After comparing many companies, we will choose. Seeing this, some friends may think that since amateurs are cheap, it is not enough to directly put the expenses of some talents who have all been put into the first waist into amateurs. This idea used to be used when the platform rectification was not strict, but now it is really not recommended at all. Why? For example, some time ago, the brand was banned twice, mainly because of writing and sending soft articles, which was obviously caused by a large number of amateur shops. Although amateur shops can reduce their budgets to some extent, in fact, the placement of bloggers is only one part of the transaction, so be cautious. The last point about the launch and promotion of Little Red Book bloggers should be effective. In addition to other related preparations, it will take some time to maintain the continuous launch. If you want to try the effect once a month, to be honest, it really won't work, because it's basically the same as whether to launch a little red book or not. To tell the truth, Little Red Book thought a lot at the beginning, and immediately saw the effect, which is really not suitable for this platform. Of course, the budget can speed up the effect. 3. Marketing tool advertisement in Xiaohong Bookstore Marketing tool advertisement in Xiaohong Bookstore is a promotion method to use the official tools of Xiaohong Bookstore to complete the traffic exposure in the station. This should be easy to understand, that is, how much you want to spend. Four common paid promotion tools: (1) brand advertising (2) effect advertising (3) French fries (4) dandelion platform brand advertising: brand advertising is charged according to exposure (cpm), that is, by exposure unit. Similar to the charging logic of Taoxi drilling and exhibition tools before. Effect advertising: This is also one of the advertising marketing methods that we often hear and use most in Little Red Books. There are two main delivery modes of effect advertisements: information flow advertisements and effect advertisements. Among them, the promotion purpose of the two is consistent with the target and payment method. For example, it can be used for account and partner notes, grass planting promotion, pure product exposure, collection form promotion, account private letter marketing consultation, etc. French fries tool: it is mainly an auxiliary tool of the platform to help creators increase the exposure of notes and let more users see them. By paying a certain amount of money to buy the corresponding estimated exposure of notes, a certain period of time can be quickly shortened to verify the popularity of notes or optimize the quality of notes, so that potential explosive notes can be detonated faster. Commonly used in dandelion platform to test and optimize content notes, accumulate the basic heat of notes, and continuously maintain notes from the discovery page: it is mainly used as an official exclusive platform for brand and blogger notes to conduct a business cooperation and plant grass to promote docking. And we can check the target bloggers or find the relevant information of bloggers, such as an official tool that we can use when screening bloggers ourselves, which can roughly understand and judge a related information of bloggers, with the emphasis on free use.