In the world of Xiaohongshu, high-value products can always easily capture the hearts of users. The reason behind this actually stems from the strong preference of human beings, especially female users, for visual elements. We are more inclined to capture those heart-warming memory points through visuals, which also makes visual merchandising particularly important on the Xiaohongshu platform.
The same applies when we talk about the selling points of the product. Makeup products tend to be more effective than skin care products on Xiaohongshu, why? Taking blush and eyeshadow as examples, users can quickly perceive the selling points of the product's color, applicable skin type and effect through visual elements such as ** and other visual elements. However, skincare products are different. Even if the blogger shows the use process and appearance of the product through text, **or**, it is difficult for users to get the real selling point of the product and the specific changes it brings to themselves, such as skin texture improvement, color change, etc.
Here, the weakness of the text description is palpable. Descriptions such as "I'm sensitive, but it really feels super gentle with this" or "This blush is really good to sweep, the color is not heavy, and the hand remnants are not too friendly", although detailed, lack the sense of picture and impact. For users, such descriptions can only lead to "I know" psychological feedback. Keer's brand management survey found that **and** can bring an intuitive feeling of "wow, that's the case", and this difference in perception directly affects the correspondence between users and product needs and the generation of impulsive consumption.
Therefore, in the process of planting grass in Xiaohongshu, whether it is the selection and presentation of selling points or the optimization of content, we need to focus on those elements that can bring a sense of impact to users, prompt them to quickly remember and vividly perceive. Kell brand management points out that these elements are not necessarily the core advantages of the product, but they must be "advantages visual". This means that we need to present the benefits of the product to users in an intuitive and vivid way through visual elements to inspire them to buy.
In general, the essence of marketing is to cater to people's consumption behavior. On a visually-driven platform like Xiaohongshu, visualizing the advantages of products through visual merchandising is undoubtedly the key to cater to user consumption behavior and improve the effect of grass planting.