How Can I Become A KOL On Xiaohong Book? A Kind Of

In the past ten months, Shi Ting experienced an unexpected burst of red.

It all happened in little red book.

She has registered her little red book account "Miss Shi Da" in February 2018. So far, she has easily gained 1 million 300 thousand fans and became the popular KOL (opinion leader).

"Just registered for two or three months, my fans increased to 300 thousand, I have no agents, pushing hands, there is no content cooperation company, is to share their own life, so I really did not think."

Now, Miss Shi is often invited to appear on Chanel's activities, and even on the invitation list of OPPO.

Shi Ting's notes on Xiaohong book released after Xiaohong book and OPPO activities

Shi Ting is also active in micro-blog and the public.

However, the number of her fans in micro-blog is only 20 tens of thousands, and the number of fans of WeChat public number stays at tens of thousands of orders.

"Micro-blog I used it very early, but usually it's a life photo. The public is really going to spend more time writing, every time it's a big project.

The little red book I was a piece of time to share the good things, or to take a photo card attack.

If blog and micro-blog create the first opinion leaders (KOL), then the popular number of WeChat can be counted as the second generation of KOL. Now, "opinion leader 3" is being born by more vertical social platforms.

Shi Ting's reliance on Xiao Hong's book for unprecedented attention is a typical example.

But also in many social platforms, Wei Wei, who runs his personal account, has found a pleasant development opportunity in Xiao Hong's book.

Unlike Shi Ting, Jia Wei belonged to the earliest users of Xiao Hong's book. Soon after the book was launched, it was not long before it was registered and distributed, but at that time most of the users did not want to send pictures of micro-blog.

She seized a lot of attention because she released a Japanese travel story in June 2016.

Since then, the number of her fans has gone up tens of thousands of months, and has gradually become "KOL" in Xiao Hong's book.

At present, she has 945 thousand fans in her little red book called "BananaFashion".

"I will feel more concerned about the little red book, and more people can try to do KOL," Jia Wei said. "Anyway, the good-looking friends around me started to build accounts in the little red book, and soon there will be one or two hundred thousand fans."

A shortcut to fame and wealth?

Xiao Hong was founded in 2013. Its official version, APP, was launched in January 2014. In the early days, it focused on the community experience sharing and the business of e-commerce. After several iterations, it developed into a lifestyle sharing community.

There are more and more active KOL on the platform. Even star artists such as Lin Yun and Angela Chang have become active users.

Ding Yichen, a cartoonist, has witnessed the whole process of development, especially in the last one or two years, and she has changed from a spectator to a deep participant.

"In fact, I started using the little red book very early, and I just looked at it at the very beginning, because I felt that the things that the users shared were very high end, and they were all helicopters and Dubai tours." Ding Yichen said, "I have seen more and more people show themselves and show their own lives in these two years. I think I can also show myself, such as taking my comic strip to the little red book platform."

In early years, Ding Yichen released a series of comic books in micro-blog, and now the number of fans has reached 7 million 840 thousand.

In the last one or two years, she has also tried to run her little red book account, hoping to replicate micro-blog's success.

She will upload some homemade avatars and mobile phone background maps with low attack degree, Korean version of girl feeling style, and release some "beauty patch" with beautiful makeup and products.

These contents are quite different from what she sent on micro-blog.

Ding Yichen emphasized that these contents were "specially customized for Xiao Hong Shu".

Ding Yichen's "special custom-made" chat background and avatar comics for the little red book

"Xiaohong book is different from micro-blog and WeChat. Its characteristic is that its user positioning is very precise, mainly women.

All users come to this platform purposefully and search for relevant information on their own initiative.

Jiawei also discovered the special features of Xiao Hong's book.

She also published a shopping strategy at the Singapore Airport in Singapore on the public address and the little red book. It turned out that this article, which was echoed in the public address, could become a bomb in the little red book.

"And in the little red book, it is not necessary to send the photos that are particularly exquisite, because it is likely that they will be more popular when looking at the mirrors."

She added.

This is closely related to the choice of Xiao Hong's book from shopping and life. Shopping and life are not enough topics. Everyone can say that they can ask questions.

Coupled with the sharing template of the platform, the text can only send 1000 words at most, and the picture can only send 9 videos at most, and the video will last longer than 1 minutes. Therefore, whether it is to share or acquire information, the difficulty and cost are not high, and the fragmentation time operation can be used to further increase the user stickiness.

"Fans in little red books really like to ask questions. They will keep asking you what clothes you wear in the photo, what cosmetics you use, how to take pictures, and I will reply every single thing, even if it is a repetition problem," Shi Ting feels that the platform of Xiao Hong's book forms a virtuous cycle for attracting powder.

In her view, this interaction is very important, not only will let publishers more posting enthusiasm, but also will make the existing fans more questions, attention and participation desire, and can attract more new fans.

According to the official data released by Xiao Hong, as of October 2018, the platform has gathered more than 150 million users. In June 2017, the platform had only 50 million users. Before that, its official user data was 15 million as of June 2015.

Behind the rapid development of users of Xiaohong book is the rise of Chinese women's consumer market in recent years.

According to the statistics of the National Bureau of statistics in 2017, there are about 290 million women aged 25 to 45 in China who are fashionable and have the ability to consume the economy, accounting for 16% of the total population. The number of female consumers aged 16 to 60 can account for 33% of the total population.

Integrating digital marketing solutions, Huang Qiqi, director of the beauty care and skincare line in Southern China District, said that "interest" had noticed Xiaohong book two or three years ago, and began to recommend this new platform to the brand customers with word of mouth needs.

More commercial cooperation opportunities, in turn, can attract more potential KOL users to the platform.

Hu Gu, who has worked experience in a live broadcast company, has set up a net red management company to run two accounts of "smart kokoi" and "Fang face uncle" in micro-blog, WeChat public address, Xiao Hong Shu, jitter and other platforms, so as to promote and make profits with the brand.

Among them, the "smart little kokoi" focuses on her personal image and life operation. She mainly publishes contents related to tourism and lovers, while "Fang face uncle" is a "male number", which mainly focuses on food and men's lifestyle.

The two numbers were settled in Xiaohong book in 2017 and June 2018 respectively.

A shortcut to travel

"I have applied for the two brands to the small red book brand collaborator," Hu Guyi mentioned when he talked about the business cooperation of Xiao Hong, the concept of brand collaborator. "This is a must, otherwise there is no way to do business cooperation promotion on Xiaohong book".

The brand collaborator is the new function of the little red book formally launched at the end of July 2017, in order to standardize the business cooperation on the platform, and ensure the authenticity and neutrality of the content shared by users.

This function requires the users of brand collaborators to choose cooperative brands through the background editor when they distribute the commercial promotional content with the brand, so that the content will be labeled as "brand cooperation notes".

At the beginning of 2019, the function was extended to "brand cooperation platform".

As a result, KOL and MCN, which have advertising needs, can get information about business cooperation through Xiao Hong book.

For example, KOL can view the cooperative content data through the platform, so as to know whether the content of the publication has better drainage opportunities. The brand side can know the true data of KOL and the more pparent and pparent quotation through the platform, and MCN can find out the brand and KOL entry information at a glance.

But this is all behind.

For a long time, the cooperation between KOL and brand promotion has been in the gray area of Xiaohong book.

"I once thought that Xiao Hong book did not welcome business cooperation," Huang Qiqi said. "In previous cooperation, it was inevitable that there would be a violation of KOL content. If it was convicted of violation, then the content might be punished by limited flow, and we and the brand side would be quite helpless at this time."

Unlike micro-blog's way of doing business, Ding will publish more life oriented content in Xiaohong book, such as beauty, wear, net red landmark, etc.

Limited flow penalty is no stranger to users who often publish content in little red books.

There are many rules to trigger relevant penalties.

Shi Ting has encountered punishment for originality.

On one occasion, she released a photo with her younger sister. She did not expect to receive a private letter at the back, saying that the photos she released infringed on the intellectual property rights of others, which had been punished and needed to be deleted or altered.

Later it was discovered that my sister also sent the same photo on her little red book home page and released 15 minutes earlier than Shi Ting.

In all the rules, it is the easiest to be sentenced and the most severely sentenced to issue a note of suspected business cooperation, but not to indicate interest in the content.

On the whole, there is a big "better mistake, kill one thousand, never let go one" posture.

"To tell the truth, I don't know what the criteria are, sometimes it's not the content of business cooperation, but I simply feel that it is easy to use and recommend, but I will be told by private letter that I have been sentenced to violate the contents of commercial cooperation and have been punished."

In order to avoid punishment, Hu Guyi now basically does not say in a note, blindly say that a product is good, will try to more dialectically describe the use of feelings.

Jiawei also said that the rules of Xiaohong were too tight.

She tried to sum up some words that she tried to avoid in the notes, such as "purchasing", "price", "Taobao" and so on, but still could not avoid punishment.

It is the most common remedy to make a complaint and reissue.

A shortcut that does not exist.

However, it's not just the violation of business cooperation that makes her feel upset. "If you want to get traffic support, Xiao Hong will also have requirements for publishing frequency and exclusivity, but sometimes exclusive will be very troublesome, because I can't afford to take time to take a group of photos, and I want all the platforms to be sent out."

Traffic is the most concerned resource of KOL.

In addition to relying on content to get the natural powder, the flow support provided by the platform is the most important help for KOL to get the leap of fans.

At different time periods, platforms tend to have different traffic tilting priorities.

For example, the Christmas theme photo taken by Hu Gu was reacted very well at Christmas.

And Jiawei noticed that more and more video recommendations were available on the front page of the little red book, which made her decide to spend more time on making video content.

"But I have not yet figuring out what the operation rules should be like, like I sent the content in micro-blog, feeling the result is very controllable, but the flow performance of my little red book has not been ideal so far, so how can I have a flow like a mystery?"

Ding Yichen has been exploring the operation rule of Xiao Hong book.

She has recently been worried about searching her name in little red book, but she can hardly brush her account. She can search all the other books in the front row.

This shows that the custom-made content mentioned earlier can be more or less noticed in Xiao Hong's book, but it has only limited drainage capacity to her account.

"But I thought later, this is not surprising. Now the trend of all platforms is like this, so we want to have a hundred flowers bloom, so we will try to disperse traffic," she said. "Plus, this is different from the environment when I was doing micro-blog in the early days. Now there are MCN to grab traffic, and fans can choose more platforms and more dispersed traffic, so it is much more difficult to produce new KOL on the new platform than before."

In order to attract more traffic considerations, there are more and more video content in Jiawei's little red book recently.

Zhang Yifei, head of China strategy and innovation at Wei Shijie, a media agent of Angelis group, believes that if you want to become a KOL with high commercial value, it will be even more difficult.

"And micro-blog, WeChat use eyeball explosion articles, headlines, or lines of logic to attract different traffic. The advantage of Xiao Hong KOL is that it can make detailed and in-depth product evaluation. This requires more professional ability and word expression skills, and in fact, the requirement for content is even higher."

Zhang Yifei said.

Moreover, in his view, the volume of fans of Xiao Hong KOL is not too large. In terms of the amount of investment, micro-blog and WeChat platform KOL still get more budget.

Huang Qiqi shared similar views.

She observes that as a platform, Xiao Hong book is becoming more professional in its commercialization, and KOL on its platform is also growing.

She also remembered that many of the KOL on Xiao Hong's books were rather casual at the time of quotation, content quality or feedback speed.

The situation is quite different now, but it still takes some time.

The uncertainty brought by the development stage of the platform will affect KOL's expectations of future operation to some extent.

Jia Wei now regards Xiaohong book as the most important platform, but she still doesn't give up the management of micro-blog and WeChat. She is worried that the changes in the future rules of Xiao Hong book will not be sure what the possible changes will bring to her KOL career.

After all, since 2017, she has recruited a team to start KOL as a full-time job.

Stability is an important demand for her.

Shi Ting's mentality is closer to playing with tickets. She hasn't had many plans for the future, but she has always said, "no matter what platform it is, if you want to recruit powder, you must seriously manage it."

It's almost as if she was traveling with her mother on New Year's day, but she still doesn't forget to update her little red book account. From wearing a hotel to a hotel, it can be sent out. The photos need to be beautiful and natural.

And the photo taken by her mother and his parents taking the trip to Bangkok with their parents has won 3640 praise, which has set her highest record in recent times.