In the sea of beauty content of Xiaohongshu, planting grass has become a unique cultural phenomenon. By sharing their experiences and experiences, beauty bloggers have successfully recommended various beauty products to a wide range of users, triggering waves of buying frenzy. And in this process, the search function plays a crucial role.
Although the majority of Xiaohongshu's traffic is focused on the discovery page, it is surprising that more than 60% of consumption actually occurs on the search page. Keer brand management research found that there are two main reasons behind this phenomenon: one is the change of user conversion path, and the other is the difference in the purpose of reading.
In Xiaohongshu, a content-based community, the main purpose of users browsing content is to have fun and learn about new things. In this case, their psychological appeal is to "know" and "wait and see", not "shop". Even if they see a beauty product recommended by a blogger while browsing, they just have the idea of "I know" and don't immediately want to buy it.
On the search page, however, the situation is quite different. Users often have a clear purpose and need here, whether it's looking for a walkthrough, a review, or information about a specific product or brand. Their goals are very clear, so it's often more efficient to reach and convert here.
In order to achieve this goal, we need to start from the category needs and go deep into the user's usage scenarios. Traditional targeting methods tend to focus more on brand and category search terms, such as the name of a beauty brand or the name of a product. This approach can indeed increase the amount of discussion and content for the brand, but the scope is relatively narrow.
In order to reach new users more effectively and expand the scope of conversion, we need to start the search layout based on the needs of users and usage scenarios. Keer brand management research found that for a beauty product, the user's needs may be moisturizing, whitening or anti-aging, etc., and the use scenario may be daily skin care, pre-makeup priming, overnight repair, etc. We need to pay attention to the content performance of our products in these needs and scenarios, so that we can better present our products when users search for relevant content.
In this way, we can reach the target user group more precisely and increase the conversion rate of the content. At the same time, it requires us to lay out our content more finely to ensure that the most relevant and engaging information is presented when users search.
In short, in Xiaohongshu's journey of beauty planting, in-depth exploration from category needs to usage scenarios is the key to achieving efficient conversion. By accurately understanding the needs and usage scenarios of our users, we can better surface our products in the search page, so as to attract more potential users and achieve conversions.