Author: Crypto Mengmeng - Focused on Cross-Border and Web 3 Marketing
Why do people go to Xiaohongshu to find new incremental markets?
Existing Users vs Incremental Users in the Web 3 Market
Existing Users: Web 3 projects target users by collaborating with KOLs in relevant sectors on X, partnering with exchanges for activities to exchange traffic, and acquiring traffic from task platforms like Kaito/Galxe/Task on.
This approach seems reasonable, but there are three fatal issues behind it:
- All traffic is from within the circle, making it difficult to acquire incremental users;
- Intense competition among projects leads to high advertising costs;
- Limited user attention results in low conversion rates (few purchases)
As a Web 2 traffic platform, Xiaohongshu can bring incremental users to Web 3, breaking the industry's boundaries. The recent concept of coin stocks also combines the overlap between the cryptocurrency and stock trading communities, finding new incremental groups for Web 3. Similarly, OKX's collaboration with top financial blogger "Xiao Lin" is due to the consistency of interests between cryptocurrency traders and financial audiences, achieving a breakthrough and traffic generation effect.
Xiaohongshu Advertising Framework (Matrix Account Advertising / Influencer Advertising / Ad Placement)
Public domain traffic advertising matrix:
- Influencer Matrix
- ROI-oriented (channel-specific chain post-campaign review)
- Matrix Account Advertising
- Producing content aimed at generating massive user engagement (text content/video content)
- Ad Placement
- Advertising agency handles placements
- Open a Xiaohongshu brand account to control the advertising process yourself
1. Influencer Matrix
1. How to Advertise (Common Strategies for Web 3 and Platforms like Xiaohongshu):
Initial Stage: Collaborate with top influencers/KOLs to publish research and strategy-sharing posts about relevant projects to gain significant attention.
Mid Stage: Multiple mid-tier influencers/KOLs share the results of project incentives and related content on the future outlook of the project Token. Select specific KOLs or major traders as key nodes for dissemination. Collaborate with market makers to boost coin prices.
Late Stage: Numerous long-tail small influencers/KOLs discuss and share the project, maintaining the discussion's heat. (Of course, meme-type projects can skip this step.)
2. Who to Target (Focusing on Xiaohongshu)
First, we need to confirm the user profile for advertising.
Project teams need to identify new incremental user groups based on the characteristics of Web 3 users and the overlap with other Web 2 demographic groups. It is recommended to target influencers in finance and stock trading markets.
Next, we need to categorize accounts based on follower count, primarily divided into:
- Well-known KOLs (verified)
- Top influencers (followers > 500,000)
- Mid-tier influencers (50,000 followers to 500,000)
- Junior influencers (5,000 followers to 50,000)
- Regular users (300 followers to 5,000)
- Casual users (fewer than 300 followers)
Figure 1: Follower Count Classification Chart
Simply seeking placements with top influencers may not yield the best results; it is essential to broadly target mid-tier and lower-tier niche KOLs. A recommended top-down placement ratio is: 1:3:50:100:150. For "casual users," it essentially belongs to the path of spontaneous user dissemination.
Initially, adopt a broad placement model, set up a separate chain for channels, conduct a review post-placement, and filter out quality KOLs/influencers for repeated placements to reach users multiple times through that channel.
2. Matrix Account Advertising
Why conduct matrix account advertising?
Compared to rapidly increasing user numbers, conversion and retention are also very important. The advantage of matrix account advertising lies not only in controlling the quantity and content of posts for quick exposure and topic elevation but also in establishing a customer service team on the Xiaohongshu platform to guide users to private domains for conversion.
It is well-known that the Web 3 industry has certain industry and operational thresholds. The conversion path for users moving from Web 2 to Web 3 has bottlenecks, involving VPN usage and wallet operations. Simply advertising and exposing users in Web 2 without guiding them operationally will not yield good conversions.
How to conduct matrix account advertising?
Establish multiple Xiaohongshu accounts
Produce massive content (I will separately provide content and execution methods on how to create user-friendly content)
- Text and image content: Create creative text and image content
- Video content: The production of video content needs to consider the project's tone. Create scripts based on the project's positioning and brand tone, and proceed with filming. (Filming requires real people and scene setups, which can be complex and costly; scripts can be created and then use AI tools for video content output.)
3. Ad Placement
When conducting influencer and matrix account advertising, we need to use brand advertising accounts for re-investment in high-quality content to increase secondary dissemination of quality content, achieving multiple user touchpoints.
- Advertising agencies handle placements
- Contact Xiaohongshu's official team to open a brand account and control the advertising process yourself (If you want to open a brand advertising account, you can contact me for assistance with Xiaohongshu's official team)
Summary
**1. Influencer/KOL Advertising: The goal is to create project awareness and purchasing desire. In selecting influencers/KOLs, a typical *pyramid structure* can be adopted, with a small number of top KOLs leading the way, but the main volume comes from mid-tier and junior KOLs. Initially, explore through a broad placement model, filter out effective influencers/KOLs, and later increase efforts to repeatedly place ads with these influencers/KOLs. In fact, KOL advertising is not a direct purchasing conversion method but rather creates project awareness and purchasing desire, ultimately guiding users to private domains for conversion.
2. Matrix Account Advertising and Private Domain Traffic Operations: The goal is to improve user conversion and retention. First, use Xiaohongshu to post image/text/video content for exposure, continuously attract user attention with high-quality content, guide users to private messages in the backend, establish a Xiaohongshu community, and ultimately direct traffic to private domains for conversion.
免责声明：本文章仅代表作者个人观点，不代表本平台的立场和观点。本文章仅供信息分享，不构成对任何人的任何投资建议。用户与作者之间的任何争议，与本平台无关。如网页中刊载的文章或图片涉及侵权，请提供相关的权利证明和身份证明发送邮件到support@aicoin.com，本平台相关工作人员将会进行核查。
