In Xiaohongshu's grass planting journey, the user's choice of search terms is like the explorer's route planning, which is precise and strategic. So, let's take a closer look at the types of these search terms and how they lead users to their best choices.
First of all, we'd like to mention precision search. This kind of search method is like a beacon that directly illuminates the goal in the user's mind. Users search by brand words or brand-related words with clear intent and direct to a specific brand or product. For example, when users search for "Brand A" or "Brand A + Eye Cream", their eyes are already fixed on the ideal choice in their minds, just waiting for further understanding and confirmation.
Extensive searching, on the other hand, is more like an explorer wandering through the forest in search of unknown treasures. Users search for non-brand-related words, such as efficacy words, scene words, information words, inspiration words, and current hot words. For example, words such as "staying up late for skin care remedy", "staying up late for skin care products", and "Harbin skiing wear" all reflect the search behavior of users in different scenarios and needs.
These two search methods, precise search and extensive search, have formed a unique "funnel" relationship on Xiaohongshu. According to official data, this funnel relationship triggers 64% of the behavior. Keer brand management found that users first obtained a large amount of information through extensive search, and then gradually narrowed down the scope of their query to obtain more accurate results through precise search. With every search, you're one step closer to the point of decision and conversion.
Taking skincare products as an example, when users want to learn about skincare products as "late-night parties", their search journey may start with the general "stay up late and overtime skincare", and then gradually move to a specific brand or product, such as a brand's essence, for more detailed information. Similarly, for clothing searches, users may start with the scene words "how to look thin in winter", "what to wear in the Christmas season", and "what to wear to parents" to find the most suitable outfit plan for them.
It's important for brands to understand their users' choice of search term types. This can not only help brands reach their target users more accurately, but also provide strong support for their grass planting strategies. Kel brand management points out that through in-depth analysis of users' search behavior, brands can gain insight into users' needs and interests, so as to launch products and content that are more in line with users' expectations.
In short, in Xiaohongshu's grass planting journey, users gradually move towards their ideal choice through precise search and extensive search. For brands, understanding and grasping users' search behavior will be the key to their success on the Xiaohongshu platform.