This article focuses on the content seeding module during the brand infrastructure building phase, specifically for the Xiaohongshu platform, and provides a brand seeding and harvesting guide from three parts: current development and future priorities, audience profiles and behavioral insights, and seeding logic and harvesting models.

Current Development Xiaohongshu was founded in Shanghai in June 2013, launched its overseas shopping sharing community in December 2013, became the No.1 shopping app in Apple's App Store downloads in June 2017, with users first exceeding 50 million. In June 2018, it completed a new financing round of over $300 million, with a valuation exceeding $3 billion. By June 2020, monthly active users had surpassed 100 million.

The gene of loving to discover and share beauty has continued to this day, shaping the current Xiaohongshu.

Latest data shows that Xiaohongshu has over 138 million monthly active users, over 43 million sharers, over 8,000 brands, and over 10,000 domestic and overseas enterprise merchants.

Behind the number of brand merchants is commercialization. According to QuestMobile's advertising insight database, precise targeting of young people makes Xiaohongshu the leading APP among typical internet advertisers targeting this demographic.

For example, in August 2021, Xiaohongshu had over 6,500 advertising creative groups, followed by Bilibili and Dewu with over 2,200 and over 1,800 respectively.

After years of development, Xiaohongshu users' interests have expanded from beauty dominance to penetration into all aspects of life. Currently, the top 5 active user categories are: fashion, food, life records, beauty, and travel. Users have also developed four major behavioral habits on Xiaohongshu: discovery, creation, sharing, and search.

The main manifestations of each behavior are as follows:

1. Discovery: Discover good products, good reputations, and good life.

2. Creation: Various reviews, such as new brands, new products, new stores; various guides and tutorials, such as makeup, outfits, recipes; various DIY, creative new uses, ways to eat, and ways to play.

3. Sharing: Purchase experience, usage experience, usage methods, brand stories, product stories, and lifestyle.

4. Search: Around shopping scenarios: what to buy before purchase, how to buy during purchase, and how to use after purchase; around travel scenarios: where to go and what to do when encountering various problems.

32.1% of users use Xiaohongshu as a search engine, 44.5% use it to acquire knowledge or learn skills, and 69.8% use it to obtain knowledge about popular products.

The formation of user behavioral habits on Xiaohongshu continuously promotes the prosperity of its content ecosystem, forming a positive cycle. The supply of high-quality content is sufficient and continuously covers diverse life scenarios.

Content across categories, led by fashion, is growing rapidly. As of November 2021, content increased by 160% year-on-year, and the number of KOLs increased by 222% year-on-year. KOLs share sincerely, live exquisitely, and have extremely high creative ability.

Seeding has become a recognized platform label for Xiaohongshu users. 81% of users have browsed products/services on the APP and then developed a desire to purchase. They have been seeded with brands/products, new and interesting things, changed impressions, and a lifestyle. Therefore, it is not an exaggeration to call Xiaohongshu a young "seeding machine."

The top 5 usage scenarios of Xiaohongshu users also revolve around seeding, forming a condensed history of seeding evolution: from acquaintances to strangers, from offline to online, from physical to virtual, and then to comprehensive penetration and integration. Some users even go from being accidentally seeded to actively seeking seeding, to craving being seeded.

Why has Xiaohongshu become a "seeding machine" for young people?

This is related to the "authenticity" and "beauty" that Xiaohongshu has always adhered to. The expression of authentic and vivid individual personalities represents real "people"; authentic experience sharing and friendly expression and mutual assistance represent real "content"; real "people" and "content" create a sincere and beautiful "community atmosphere"; authentic feedback within the community around needs scenarios helps users make emotional or rational "consumption decisions."

In today's era, the most important F-Factors in social relationships — Family, Friends, and Follows — are the ones that most influence your opinions and choices. Xiaohongshu is building a third important social ecosystem besides family and friends.

Last year, Xiaohongshu generated ten major trend keywords: national trend surging, ice and snow craze, healing travel, self-reviving solo living, sweet wine, gender-neutral dressing, sugar-freeism, home fitness, home cooking, and outdoor camping.

Future Priorities

Next, let's look at the key development directions for brands on Xiaohongshu this year.

1. Offline Scenarios: Bring young people offline and deepen cooperation with commercial real estate. In the post-pandemic era, young people's enthusiasm for offline activities has warmed up. They crave fun, photogenic, trendy, and scarce experiences. Bringing young people offline and creating social currency for them is the only way for brands to explore future business.

2. Virtual Bloggers: Virtual idols gather to usher in the trendy digital era. Xiaohongshu has launched the "Trendy Digital Era" project, where virtual bloggers on the platform will complete global debut collaborations for new products from brands like GUCCI, Givenchy, and Maison Margiela.

3. Digital Collectibles: Xiaohongshu established the "Hot Neutron Studio" to officially enter NFT. The digital art platform R-SPACE, developed in collaboration with Singularity Plan, was officially launched. Limited-edition trendy toys, prints, and limited products are exclusively sold on the platform, attracting a large number of trendy toy enthusiasts.

4. Male Content: Vigorously develop diverse content to solve "male problems." Xiaohongshu invites male celebrities to share dressing tips, collaborates with National Geographic to create National Day travel short films, sponsors sports events, invites athletes to join, and creates classic esports game topic activities, creating more valuable and richer content for male users on the platform.

5. Marketing Closed Loop: Xiaohongshu mini-programs improve the in-platform marketing chain, applied to various native scenarios such as accounts, notes, live rooms, and commercial placements on the Xiaohongshu APP.

This year's top ten trend keywords on Xiaohongshu: nest-return entrepreneurship, air fryer cooking everything, city roaming, immersive experiences, sober buying, ice and snow trend, interest side hustles, casual environmentalism, new Chinese-style dressing, and mountain life.

Finally, here are the Xiaohongshu marketing IPs that brands can participate in this year, divided into five major types.

Vertical IPs: Different categories have different characteristics, such as food vertical IP: What to Eat Today. Lifestyle IPs: Spring Cherry Blossom Stroll, Go for It Workers, I Want to Live Like This, etc. Celebrity IPs: Star Wish Fulfillment Plan, All-Star Mystery Tour, etc. Product IPs: Wishing Pool, Surprise Commissioner, etc. Creative IPs: REDay, REDeign, etc.

These five types of IPs constitute Xiaohongshu's five major marketing themes. It is hoped that brands can use Xiaohongshu for major brand event marketing, leverage celebrities, penetrate all scenarios of users' lives, combine with seasonal festivals, and finally achieve interaction and conversion.

From this, it can also be seen that Xiaohongshu itself is striving to deepen its relationship with brands. It is no longer just a content platform where brands can voice their messages, but also wants to become a participant that co-creates content with brands. After all, user preferences have been grasped by Xiaohongshu. Reverse-customizing brand content can better satisfy users and help brands avoid detours and achieve precise marketing.

The above mentioned the positive cycle of content ecosystem prosperity. The mutual benefit between brands and users will drive the positive cycle of Xiaohongshu's commercial ecosystem prosperity. Of course, all of this cannot violate the word "authenticity," which is why many brands have been banned from Xiaohongshu for violating marketing rules. This is the root.

Audience Profile

Xiaohongshu brings together China's contemporary high-value young users—a group of people who love life, understand life, and have purchasing power. They are independent, individualistic, love life, prioritize interests, and are enthusiastic about sharing.

Among the 200 million+ monthly active users, women account for 70%, post-90s users account for 72%, and users in first- and second-tier cities account for 50%. In simple terms, they can be summarized as new middle-class groups pursuing exquisite life and self-pleasure.

Four major characteristics of Xiaohongshu users:

1. Love trying new things: Over 200,000 new product notes per month; content containing "new products" is more popular; 51% of users are willing to try purchasing products from new brands.

2. High spending power: A gathering place for high-net-worth individuals; average monthly personal consumption expenditure is 4.1K; 63% of users pursue fashion and are willing to buy trendy products.

3. Love life: 300 million notes about life; 61% of users are willing to spend extra to improve their quality of life.

4. Love sharing: Over 43 million sharers on Xiaohongshu; the preferred platform for young people to share reviews and guides.

Next, we will focus on analyzing the female user group, which accounts for the highest proportion on Xiaohongshu.

Overall common characteristics:

Spiritual level: They pursue a healthy, comfortable, quality life and expect to increase the depth and richness of experiences.

Material level: Those in higher-tier cities have high income and strong spending power; those in lower-tier emerging markets are also catching up in consumption desire and spending power.

Values level: They affirm their self-worth, pursue an autonomous life, and believe they have the ability to create happiness and security.

Consumption view: They pursue a quality life and expect to increase the depth and richness of life experiences. In addition to paying attention to external appearance such as clothing and beauty, they also pay attention to the quality of all aspects of life, such as healthier eating and more comfortable living environments.

When choosing products, they value experience, such as others' actual experience reviews and practicality. Next is the sense of technology; refined data parameters and functions also enhance the perceived quality of products in their minds.

Then comes appearance and brand power. Product design must keep up with current trends and meet trendy aesthetic standards to win their favor. Influencer promotions and celebrity endorsements also positively contribute to perceived quality.

When purchasing products, they do not want to spend more time on decisions but prefer to use money to buy more time to enjoy more fun. In addition, many purchases stem from herd consumption; they are happy to keep up with trends, often proactively replace products, and are easily seeded, with impulse consumption being relatively common.

Users in any market have significant differences in purchase desire, purchase attitude, purchase behavior, and their own resources. The factors affecting user behavior are very complex, including cultural, social, personal, and psychological factors. Therefore, precise targeting of target users is necessary.

There are two major ways to position users. According to demographic factors such as geographic location, age, gender, education level, income, occupation, family structure, and housing, users can be divided into different life-stage segments.

According to lifestyle, that is, behavioral activities (work, sports, socializing, etc.), interests and hobbies (food, clothing, entertainment, etc.), and opinions and views (about self, society, products, etc.), users can be divided into different circle segments.

In short, precise targeting of target users is necessary to better find, understand, and attract them.

Behavioral Insights

To help brands reach target users more effectively, based on insights into different behavioral characteristics, we conduct a deeper exploration and classification of Xiaohongshu's female groups. They are mainly divided into four types of female users: trendy cool girls, new sharp white-collar workers, workplace queens, and refined mothers.

Trendy Cool Girls

Gen Z pursuing experiences and trends. Trendy cool girls are mostly still studying or just graduated. They like to socialize with like-minded people from all over, enjoy online games, and also study and check in. They are also very interested in competitive sports. Their keen fashion sense allows them to always stay on the cutting edge of trendiness. Curiosity leads them to constantly try new things and pursue novel experiences. In terms of age structure, they are mostly distributed under 25 years old.

In terms of city structure, they are distributed in cities of all levels because the internet allows them to break through geographical limitations. In terms of consumption view, they are willing to pay for interests and experiences. If they buy the wrong thing, they will replace it, but they cannot not buy.

New Sharp White-Collar Workers

Ambitious group pursuing self-pleasing life. New sharp white-collar workers have decent jobs, work hard, continuously strive for progress, and expect to achieve class advancement. They pay attention to appearance and dressing, especially caring about others' opinions. Therefore, they are willing to increase spending on clothing and have a high consumption tendency in categories such as beauty and personal care.

In terms of age structure, they are most distributed in the 25-30 age group, with an overall relatively young age layer. In terms of city structure, they mainly live in first-tier and new first-tier cities, with some distribution in second- and third-tier cities.

"Making yourself happy is the most important" is their common mentality, so they also have a high consumption tendency in home and other categories. In terms of consumption view, they value practicality and self-pleasure; if it makes them happy, they will buy.

Workplace Queens

All-round exquisite circle experts. Workplace queens pursue an all-round exquisite life from the inside out. In terms of age structure, they are most distributed in the 30-35 age group. In terms of city structure, they mainly live in first-tier and new first-tier cities.

It is worth noting that they have a high proportion of enterprise managers, and their average monthly income is correspondingly higher. In terms of consumption view, they buy if they like, consume for self-pleasure, and are not sensitive to price factors. They not only pay attention to the overall picture but also pursue perfect details and are willing to pay a high price for this.

Refined Mothers

Pursuing a balance between self-pleasure and family happiness. Refined mothers are mostly multi-taskers who balance work and childcare. Whether in family or career, they constantly self-cultivate and hone various new skills. The ultimate pursuit of life and work efficiency without error is their ultimate goal.

In terms of interests and hobbies, they are both active and quiet. They like yoga, reading, and painting, and are also enthusiastic about surfing and skiing. In short, they like to develop hobbies that allow them to have their own alone time and immerse themselves.

In terms of age structure, they are more distributed in the 35-38 age group compared to other segments. In terms of city structure, they are distributed in cities of all levels. In terms of consumption view, they focus on actual needs, and also consider cost-effectiveness and word-of-mouth.

These four types of female users are not mutually independent; they are just clustering many behaviors into user labels. One interesting possibility is that a trendy cool girl enters society and becomes a new sharp white-collar worker, then through hard work and continuous progress becomes a workplace queen, and then enters marriage and becomes a refined mother. Another interesting possibility is that these four labels may exist simultaneously in one female user.

For different users corresponding to different labels, brands can adopt different methods for outreach and marketing, proactively achieving personalized marketing.

This is also why user profiles and behavioral insights are analyzed as an important part of this article, because they are inseparable from brand seeding. In the article "A Comprehensive Analysis of Brand Omnichannel Growth Model," it was mentioned that in the first phase of brand strategic positioning, audience insight is very important.

So when a brand already has a clear positioning, the target user profile should be very clear. If the brand's target users highly match Xiaohongshu's users, then discussing brand seeding on Xiaohongshu makes sense; otherwise, it will be a futile effort.

It is worth noting that Gen Z, new sharp white-collar workers, and refined mothers are precisely the backbone of current new consumption and the core group of consumption migration.

Through the elaboration and analysis of the above two parts, we can draw a conclusion: Xiaohongshu is a natural commercial soil for new consumption.

Seeding Logic

First, let's look at the definition of seeding. Seeding refers to the behavior of sharing and recommending the excellent quality of a certain product to stimulate others' desire to purchase.

Being seeded is the process of developing a desire to experience or own something based on external information. Related to seeding are terms like "growing grass" (longing) and "pulling grass" (buying).

In a purchase decision, most of the user's effort is spent on choosing among available alternative brands. We call the set of alternative brands that users know as the "evoked set," and the set of alternative brands that users actually consider as the "consideration set" (because for reasons such as price, negative experiences, etc., users do not seriously consider all brands in the evoked set).

Data shows that the evoked set typically contains surprisingly few alternative brands, so if a brand is not in the target user's evoked set, it is very awkward. Moreover, if a user has considered and rejected a product, it is unlikely to re-enter the evoked set. This is also the opportunity for new brands to enter the user's evoked set.

The main purpose of content seeding is to build consumption scenarios, implant products, and thereby add the brand to the user's evoked set.

Seeding seems like a simple behavior, but its inherent essence hides four underlying logics: social logic, communication logic, trust logic, and persuasion logic.

Social Logic

Humans are social animals. We all belong to groups, try to please others, and get cues on how to act by observing the behavior of those around us. In fact, for some people, becoming or integrating into a desired individual or group is their main motivation for purchasing or acting.

Social identity theory holds that every person has multiple selves connected to groups. These connections are so important that these individuals see themselves not as a single "I" but as a collective "we."

Furthermore, we feel more affinity for those with the same social identity, even if that identity is merely virtual or has no practical meaning.

In many experiments using the minimal group paradigm, researchers found that even when they arbitrarily assigned subjects to groups, people always felt affinity for those with similar interests. Seeding and harvesting are essentially a social process: finding like-minded people and expressing social identity through brands or products.

Communication Logic

Through certain media (usually certain products) carrying intentional or unintentional opinions, values, and propositions from the outside or others, it is a more intimate and efficient information dissemination model based on interpersonal interaction, and it is also a communication relationship between people.

Simply put, it is word-of-mouth communication, transmitting product information between individuals. Since it is information obtained from non-advertising channels, word-of-mouth communication is often more reliable and credible than information obtained from formal marketing channels.

Although non-personal sources of information are important for building brand awareness, users still pay great attention to word-of-mouth. It is easy to understand: the more positive product information users get from friends, the more likely they are to buy the product.

When users are unfamiliar with a product category, word-of-mouth communication is especially important. Moreover, compared to positive comments, users value negative word-of-mouth more, with a significant "avoiding pitfalls" mentality. This is something brands need to pay special attention to.

Trust Logic

When users are interested in a product, they may search for more information. Users obtain information from the following channels: personal channels (family, friends, colleagues, etc.), commercial channels (advertisements, salespeople, websites, packaging, exhibitions, etc.), public channels (mass media, review organizations, online searches, etc.), and experiential channels (operation, inspection, and use of the product).

Generally, most product information users get comes from commercial channels, but the most effective information channel is actually personal channels.

Commercial channels generally play an informative role, but personal channels have the role of judging or evaluating products. Especially when it comes from actual buyers or users similar to oneself, it is easier for users to develop trust.

The trust logic of seeding is exactly this: through content, users feel as if they heard about a product's evaluation and judgment from a friend (personal channel), thereby developing trust in the brand.

Persuasion Logic

We are in an organization, but this does not necessarily determine our speech and behavior. Only reference groups can truly influence. Reference groups are real or imaginary individuals or groups that have a significant impact on an individual's evaluations, aspirations, or behaviors.

Reference groups are divided into three types: membership reference groups, composed of people the user knows; aspirational reference groups, composed of people the user does not know but admires, such as business people, athletes, actors, singers, etc.; avoidance reference groups, composed of people the user wants to keep distance from.

Persuasion logic refers to opinion leaders in the user's aspirational reference groups, those who are more influential than the majority in persuading and advising users. They have stronger communication networks, making them more capable of directly or indirectly influencing others' consumption decisions.

The real impact of seeding on people is to connect products with the self-values users expect to achieve (such as the niche, trendy, and individual traits pursued by users on Xiaohongshu), creating a positive psychological experience for users.

Over time, users transfer the positive emotions gained from these experiences to the seeded product, manifested in behavior as paying for the product (harvesting) and emotionally as realizing self-worth (the experience brought by harvesting).

Through Xiaohongshu's top 5 usage scenarios, it can be found that users indeed have a very positive attitude towards seeding. 40% of users actively search for products or topics they are interested in. 37% of users check netizens' reviews after developing interest in an item.

36% of people learn about trends through Xiaohongshu. 33% of people look for inspiration on Xiaohongshu, waiting to be seeded. 30% of users enter Xiaohongshu to browse because others shared Xiaohongshu notes.

Harvesting Model

After explaining the underlying logic of seeding, we enter the final and most concerned part for brands—the Xiaohongshu seeding and harvesting model.

First, use the first model NPS MODEL to determine the direction:

Three key elements: Insight into Needs, Product Positioning, Scene Mining

The most important thing is still the user, so the first step is to gain insight into target users' needs. So what exactly is a need?

First, let's talk about the process from "need" to "want" to "demand."

"Need" is a state of lack that people feel themselves, including basic physiological needs for food, clothing, and safety, social needs for belonging and emotion, and personal needs for knowledge and self-expression. These needs are not created by anyone; they are innate.

"Want" is a manifestation of "need," but influenced by culture and personality. "Want" is determined by a person's social background. When supported by purchasing power and resources, "want" transforms into "demand."

Therefore, as the foundation of consumption, demand is most important in terms of two words—authenticity. Need insight must also start from the most fundamental needs and trace back to the source. Find the target users' current pain points or unmet needs as the primary breakthrough for seeding.

User needs are also market needs. In addition to actual needs, user needs should also include psychological needs or potential needs.

Potential needs may transform into actual needs at some point in the future; psychological needs may be the internal driving force of actual needs, or they may be various psychological factors before actual needs form. In addition, never fantasize about creating needs; needs that can be created are all false needs, all bubbles.

After user need insight, enter the second step, product positioning. Like brand positioning, products also need positioning. Product positioning is what kind of product the brand uses to meet the target users' needs.

Positioning products by need can start from meeting users' actual needs or psychological and potential needs, to find the product's market position and stimulate consumers' purchase desire. Based on the importance target users attach to a certain attribute of a product, shape the product's distinct personality or characteristics, and establish a certain image of the product in the minds of target users.

Product characteristics can be manifested from the product entity, such as appearance, ingredients, functions, etc.; some can be reflected from the user's psychology, such as fashion, fun, luxury, etc.; some are reflected in price; some in quality, etc.

When positioning products, brands should on the one hand understand the characteristics of competitors' products, that is, the competitors' position in the market; on the other hand, study the degree of importance users attach to various attributes of the product, and then analyze and determine their own product characteristics and image.

After product positioning, enter the third step, which is also very important: scene mining.

The user's purchase decision process can be roughly divided into cognitive decisions, habitual decisions, and collective decisions, of which the first two types mainly target individual users. The cognitive decision process is divided into five stages: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior.

The purchase process begins when the user confirms a problem or a need. The need may be triggered by internal stimuli. When a person's basic need, such as hunger, becomes strong enough, it becomes a driving force.

Needs may also be triggered by external stimuli. This is exactly what brands should focus on researching: find out the user's problems, needs, and their causes, and how to guide users to pay attention to their own brand products. The key is that external stimuli need to be introduced from appropriate scenes to better stimulate demand; scenes make users feel more immersed.

In addition, many decisions people make are collaborative. Collective decisions usually involve two or more people, who contribute to the outcome to varying degrees.

Collective decisions include the following identities: the initiator is the person who proposes the purchase need, the influencer is the person who can affect the final purchase, the decider is the person who can control the decision outcome, the buyer is the person who actually makes the purchase, and the user is the person who actually consumes the product or service. Starting from the scene is also the easiest way to bring all decision participants into the picture.

Therefore, it is very important to mine the user's real product usage scenarios, because scenes are both the premise of product development and the core of product marketing. It can be said that products without scenes have no soul. So what exactly is a scene?

Simply put, it is a narrative that describes the cause and effect of an event, focusing on capturing typical events and typical people, and showing the participants' environment and inner activities. A good scene makes people feel vivid and have an immersive visual sense.

Then use the second model CPT MODEL to formulate a plan:

Three key elements: Seeding Content, Power Users (Communicators), Amplification Tools

The first step in formulating a plan is seeding content. First, build the brand material library framework. Based on the target group's lifestyle, the brand determines the "main keyword" for seeding. The more refined the "main keyword," the better.

By searching the "main keyword," you can obtain the "related search terms" officially recommended by Xiaohongshu, thereby obtaining the brand material library framework of "main keyword" X "related search terms."

Next, fill in the brand material library content. According to the "subcategory words" officially recommended after searching the "main keyword" X "related search terms," you can confirm the smallest granularity of brand content direction, and can optimize details such as titles and images of material content based on the recommended ranking.

After confirming the seeding content, the second step is to find communicators. Communicators are divided into three major types.

The first type is the brand itself. This is also a key part that many brands ignore. The brand itself is the best role to tell stories. Through corporate accounts, brands can output brand propositions and content with user value. They can also directly interact with users and occupy search through high-quality content.

The second type is KOLs, that is, key opinion leaders such as internet celebrities.

They come with their own creativity and influence. By combining their own temperament with seeding content, they can express brand tone and differentiation. At this time, the test is the brand's ability to select people. You can identify and match through KOLs' historical content and persona, or directly use tools to look at their follower data.

The third type is KOC, that is, word-of-mouth creators. KOC is not a tool for low-cost mass distribution, but the last step to influence consumption decisions.

After finding communicators to spread seeding content, the third step is to use traffic tools to amplify. Xiaohongshu has many traffic tool products. Let's talk about two that are more relevant to seeding.

The first tool product, information flow, can amplify brand content dissemination and achieve efficient reach. It is equivalent to precisely pushing seeding content to target users, serving as a volume expansion tool after content testing and an accelerator for content water storage before major promotions. It requires experienced operators to manage.

The second tool product, good product experience, is a word-of-mouth marketing tool provided by the Xiaohongshu platform for brands and high-quality content producers.

The brand provides new product trials, and influencers sign up voluntarily. The platform accurately matches high-quality influencers for the brand based on influencer tags, follower count, and content quality. Through authentic trial notes produced by influencers, it helps brands accumulate followers, high-quality content, and data reports, helping brands optimize decisions and accelerate word-of-mouth dissemination of products.

Finally, use the third model IPSP MODEL to evaluate effects:

Four key elements: Interaction, Portrait, Search, Purchase

The first evaluation indicator is user interaction. This mainly includes two aspects of users.

The first aspect is interested users: likes, favorites, and comments on seeding content. Different from traditional ineffective mass seeding, effective content seeding will attract target users to participate in interaction. The second aspect is action users: those who directly take actions such as sharing, following, private messaging, leaving information, etc.

The second evaluation indicator is audience portrait. The portrait of the audience reached by seeding content is also very important, used to verify whether the content is truly seen by the users it was intended to reach as expected.

The simplest way to judge is from three aspects: whether the gender is mainly female, whether the cities are mainly first-tier and new first-tier cities, and whether the age meets expectations. The review of the audience portrait can also help brands adjust content direction in reverse.

The third evaluation indicator is users' active search. Search is crucial.

Because only when seeding content truly makes target users grow grass (longing) and want to pull grass (buy) does the brand have the opportunity to harvest. Search can be for brand terms or specific keywords. If it is a new product launch, the combination of brand name and product nickname can be used as the keyword.

By monitoring specific search terms, you can very intuitively evaluate seeding effects and manage harvesting expectations.

The fourth evaluation indicator is purchase transactions. This is the real harvesting result, mainly including transaction amount, increase in add-to-cart, and increase in favorites. Real-time transactions are the most direct. It is worth noting that the increase in add-to-cart and favorites should also be monitored, because seeding has a long-tail effect, and harvesting should not be rushed.

By using the NPS MODEL to determine the direction of content seeding, then using the CPT MODEL to formulate the content seeding plan, and finally using the IPSP MODEL to evaluate the seeding and harvesting effects, the brand's complete Xiaohongshu seeding and harvesting model is successfully constructed.

The above is the entire brand Xiaohongshu seeding and harvesting guide. The content may be a bit dry. Later, through video accounts and official accounts, we will provide detailed interpretation of the entire model and case sharing to help everyone better understand.

Source: Brand Lao Bai (ID: BrandLaoBai) Author: Brand Lao Bai

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