As one of the most popular sharing social media platforms, Xiaohongshu's success is inseparable from its own unique operating model. The so-called "ider" model is an acronym for the four major contents. From demand generation to product users, every step needs to be carefully calculated. Next, let's take a look at what the "ider" model is.
Insight into needs: Through the mining of the popular trend of the platform, from the analysis of keywords and data, the change trend of user demand is obtained. On this basis, it is necessary to understand the user's problems in terms of product functionality, emotional needs and social needs, so that the product design is more in line with the interest trend of platform users.
Define the product: There may be many differences between the user's perception of the product and the brand itself. In the case of shared bicycles, many users are more accustomed to using Xiaohong, Xiaolu and Xiaohuang to refer to different brands of shared bicycles, rather than calling them by their first names. Understanding the features, advantages and disadvantages of your products from the user's perspective can help companies further amplify features or optimize defects.
Grab the track: Under the premise of being in the current buyer's market, if you want to further expand your brand influence, you need to fully subdivide the track. Brands can understand their actual positioning in the market by understanding how they rank in the minds of platform users. Extract the most distinctive competitive points from user feedback, amplify their advantages, and fully seize the subdivision track.
Champion the brand: As a sharing social media, Xiaohongshu users attach great importance to experience sharing. By sharing influence, it can help brands continue to promote and have the opportunity to reach potential users. When the user group continues to gather, it will spontaneously form the behavior of supporting the platform, helping the brand accumulate more voice in the platform and increase the likelihood of conversion.
From the above four points, it is not difficult to see that brand marketing not only needs products and promotion, but also needs to combine the characteristics of the platform to fully mobilize the enthusiasm of users. With the continuous accumulation of brand reputation, the customer acquisition cost of the brand will gradually decrease.