Impress young users, how can home brands realize content marketing in Xiaohongshu?

With the gradual rejuvenation of consumer groups in the home furnishing industry, Generation Z, which pays attention to self-esteem and quality, has gradually become the main force in the market, and the arrival of new people has also promoted the upgrading of home furnishing products and marketing models. How to gain insight into users' minds and reach more accurate users has become a problem that many brands need to think about. As a "consumption decision-making" platform for young people, Little Red Book has become a reference guide for home improvement for more and more users and an important marketing position for home brands. How should home brands formulate the content marketing strategy under the ecology of Little Red Book, improve the brand discourse power and realize the integration of product and effect? 065438+ Xinhong-Big Market Data-Category Big Market-Category Analysis As far as the industry content promotion strategy is concerned, because users tend to have a stronger purpose when searching through keywords, with in-depth product analysis, the interactive data of business notes is significantly higher than that of grass notes; Under the overall environment of good interaction of video notes in the industry, video notes are a better promotion form; Compared with the brand number, users are more likely to accept bloggers planting grass, which is in line with the tonality of the real evaluation of Xiaohongshu. Hong Xin-big market data-category big market-content promotion strategy is the core of Little Red Book marketing. The home brand "square meters and two square meters" cooperated with mothers and babies and educational bloggers to promote its study desk, and achieved good communication results. Among them, "this is a happy day, I hope my sister can study hard in the future!" " With more than 4,000 collections, bloggers showed the selling points of the study table, such as "sturdy and durable" and "scientific eye protection", which are the best grass planting content of the brand in the near future. Hong Xin-Brand Search-Analysis of Grass Planting Notes To sum up, choosing popular categories and putting commercial video notes are more in line with platform trends and user preferences, and can gain traffic and realize brand grass planting. In addition to the content, cooperative bloggers also affect the brand promotion effect. Talent analysis of "category market" shows that in the "residential furniture" industry, home improvement bloggers account for the most, and young people are the main grass growers; Judging from the delivery effect, the interaction among amateurs, beginners and waist experts has exceeded 750 W. Hong Xin-big market data-category big market-analysis of home lifestyle brand "Sweet sweetlindownsn" is well versed in the industry delivery standards. In the past 30 days, * * * has cooperated with 170 talents, among which home improvement bloggers account for 55.2% and junior talents. Through the contact of users in many vertical industries, we can tap more accurate users and enlarge the content. Hong Xin-Brand Marketing-Portrait of Talents From the perspective of delivery effect, waist talents perform best, followed by junior talents. It can be seen that the brand adopts the marketing strategy of junior talents+waist talents planting grass. Among them, the "Wow, the Super Flower Bed with a Diameter of 3m" released by Yaodaren @ Tianwang Dream Transformation was praised by 6.6 1w; Through the soft implantation of brand mattresses; Xiao Huang's unhurried sharing of genuine grass has also achieved good results. Hong Xin-Brand Marketing-Grass Notes Ranking 03 Enterprise Matrix Number Operation, Establishment of Traffic Circulation Publicity Chain In the process of expanding online marketing channels and tapping potential users, the establishment of brand matrix number has also become an important link. By creating "official number+brand number+personal number", the content drainage matrix of Xiaohongshu is formed, reaching users at multiple points and establishing a brand publicity chain with circulating traffic is more conducive to establishing a brand image. After Gu Jia Jiaju entered the little red book, it made eight matrix accounts. Customer orientation is mainly divided into two categories: product line and professional line. Products mainly promote mattresses and whole house customization, and the professional line is composed of many brand designers and brand store managers. Users with different accounts and different crowd tags can be used as industry reference. The matrix construction of the note page of Xiaohongshu needs to define the account positioning. The positioning of @ Gujia Mattress, which focuses on product promotion, is welfare account. In the past 30 days, a total of 19 notes have been issued, all of which are mainly based on lottery, and the popularity of the notes has been enhanced through welfare activities, covering more people; Professional online account @ Designer Goo Goo Notes focuses on home design, providing diverse style references for everyone and attracting target users to consult; @ Look at your home, there will be a real person, offering suggestions on matching soft clothes, choosing popular science and Amway brand products, and increasing exposure. Home life products have a long grass planting cycle. With the help of brand matrix, "Gujia Home" creates multiple independent accounts to present complete and high-quality content, and the accounts guide the brand synchronously, which can effectively enhance the brand discourse power. When searching for accounts with "Gu Jia Furniture" as the key word, we found that besides the matrix accounts operated by the government, there are also accounts of local stores and employees. Digital marketing has become an industry trend. The headquarters wants to enhance the brand influence, and stores and salespeople everywhere will also have new demands on customers. If multiple accounts can be linked together to achieve unified account management, it will definitely bring more traffic. Xiaohongshu has a unique long-tail traffic bonus, which is a platform with high cost performance for brand content marketing in terms of user reach efficiency, content display mode and brand planting cost.