In the tide of digital marketing, Xiaohongshu, as a platform that integrates life sharing, shopping experience and trends, has become a bridge between many brands and consumers. From the initial simple transformation path of "seeing-being planted-placing an order" to today's complex and changeable "seeing-interesting-searching-being planted and contrasting-ordering", Xiaohongshu's path to planting grass has become more and more tortuous and challenging.
1. From "seeing" to "interesting".
In the past, when users browsed Xiaohongshu, once they saw their favorite products or content, they were easily "planted" and then had the impulse to buy. However, with the increasing variety of goods in the market and the continuous segmentation of consumer needs, it is difficult to attract the attention of users by relying only on a single display. As a result, brands and bloggers need to excite users with more creative and engaging content.
2. From "interest" to "return search".
When users are attracted to the content, they tend to use the search function to learn more about the brand or product. At this stage, the user's behavior is no longer just "planting", but actively looking for and comparing. Keer brand management suggests that brands should not only pay attention to the creativity and attractiveness of the content when marketing Xiaohongshu, but also do a good job in the search process to ensure that users can find positive and accurate information when searching.
3. From "return search" to "comparison of planted grass".
During the search phase, users are exposed to more information about the brand or product, including other users' reviews, usage experiences, etc. This information has a direct impact on the user's purchasing decision. Therefore, brands need to enhance the probability of users being "planted" in the search stage through high-quality word-of-mouth marketing and content delivery. At the same time, it is also necessary to do a good job of differentiated marketing with other brands to avoid users having a negative impression in comparison.
Fourth, from "being planted grass comparison" to "placing an order".
Eventually, users will choose the most suitable brand or product to purchase based on their needs and judgment. At this stage, the credibility of the brand, the quality of the product, and the user's purchase experience will all become the determining factors. Kel Brand Management reminds brands to maintain consistency throughout the marketing process to ensure that the user experience is positive throughout the entire path.
To sum up, Xiaohongshu's path to planting grass has changed from a simple "seeing-being planted-ordering" to a more complex and diverse "seeing-interest-searching-being planted and compared-ordering". In the face of this change, brands need to be more refined and patient in the layout of content, starting from all aspects to improve users' purchase conversion rate and brand loyalty.