Core Insights - The essence of brand promotion on platforms like Xiaohongshu is to provide valuable information that addresses potential consumers' actual problems rather than merely advertising the brand's strengths [1][3] - Effective brand seeding requires systematic planning, starting with authentic user experiences to build foundational reputation, followed by engaging mid-tier influencers to enhance content professionalism and reach [3][5] - Long-term, brand seeding is an asset accumulation process, where high-quality posts can generate stable organic traffic over time, emphasizing the importance of producing useful, credible, and searchable content for sustained growth [5] Group 1 - Users on Xiaohongshu actively search for answers rather than passively receiving advertisements, making authentic user-generated content crucial for brand credibility [1] - New brands should focus on real-life experiences to create a base reputation, while established brands should strategically cover high-frequency search topics to maintain user engagement [3] - Interaction and timely responses to user comments are essential for enhancing account activity and improving content visibility in recommendation algorithms [3] Group 2 - Quality posts can continue to attract significant search traffic months after publication, highlighting the importance of keyword optimization and content relevance [5] - Consistent output of valuable content is key to achieving long-term growth on Xiaohongshu, as it helps in building a reliable brand presence [5]

Core Insights - The rise of social media and fragmented user attention has made it challenging for brands to effectively reach and gain trust from their target audience. The concept of "planting grass" has emerged as a crucial marketing strategy in this context. However, the era of simply spending money and relying on influencers is over, and brands must now focus on deeper "empathy" and "co-creation" to engage users effectively [1][31]. Group 1: Understanding "Planting Grass" - The essence of "planting grass" is about "recommendation + recognition," and brands must first clarify their own identity before seeking endorsements from others [1][2]. - A standardized process for product analysis includes identifying core selling points that resonate with users beyond mere specifications [2][3]. Group 2: User Analysis - Identifying the primary user demographic and their concerns is essential. For instance, students may prioritize cost-effectiveness and aesthetics, while working professionals may focus on convenience and battery life [3][4]. - A "pain point importance matrix" can help prioritize user concerns to target effectively [3]. Group 3: Competitive Analysis - Understanding industry trends and competitor strategies is vital for differentiation. Brands should analyze popular content on platforms like YouTube and TikTok to identify effective content formats [5][6]. - Competitor analysis should include examining their influencer partnerships and campaign strategies, utilizing tools like Google Trends for insights [7][9]. Group 4: Strategy Development - A systematic approach to "planting grass" involves creating a rhythmic advertising strategy rather than a one-off campaign [11][12]. - Three primary strategies include focusing on mid-tier influencers for budget control, combining top-tier and mid-tier influencers for broader reach, and utilizing both YouTube for in-depth content and TikTok for quick engagement [12][13][14]. Group 5: Influencer Selection - Selecting the right influencers involves assessing audience alignment, content style compatibility, and the trustworthiness of the influencer's audience [18][19][20]. - Evaluating the influencer's willingness to understand the product and their past collaboration history is also crucial [21]. Group 6: Execution and Management - Effective execution of influencer partnerships is critical for success. This includes using tools to verify influencer metrics, analyzing their content style, and conducting preliminary communications to gauge compatibility [24][28]. - A trial collaboration can provide insights into the influencer's effectiveness before committing to a long-term partnership [29][30]. Group 7: Conclusion - The ultimate goal of "planting grass" is to build trust and recognition rather than merely achieving exposure. A systematic approach can help brands navigate this complex landscape effectively [31].

在社交媒体崛起、用户注意力极度分散的当下，品牌如何精准触达目标人群，获得信任和认同，成为摆在每个市场人面前的难题。"种草"——这个互联网 时代的热词，已经成为品牌营销的重要抓手之一。 但在流量越来越贵、用户越来越"精"的背景下，供求关系越来越变形的今天，单纯靠"撒钱+红人"粗放打法的种草时代，已经悄然过去。真正能打动用户 的，是更深层的"共情"和"共创"；真正能长期见效的，是系统化的种草策略与内容规划。 18年我开始接触"种草"，从国内到海外，从美国到日本、欧洲、墨西哥，作为一个经历了多个市场实战的人。一直从品牌方的角度不断深思、总结，不断 迭代打法，逐渐总结出一套五步法，也在多个品牌中验证了其有效性。 今天，我们就来详细拆解这五个步骤，从"知道为什么要种草"走向"知道怎么种好草"。正如之前在我的书《写方案其实是解决问题》中提到：分析和解决 问题的逻辑就是回答"是什么"、"为什么"、"怎么做"这三个平凡而又普通的词语。种草也一样，明白什么是种草，为什么要种草，怎么种草！ 来源：pexels 第一步：从自己出发，打磨产品定位 很多品牌一上来就问："找谁帮我种草？"但更应该问的是："我是谁？我凭什么让用户种草？" ...