Author: Crypto Mengmeng
Why do people look for new incremental markets on Xiaohongshu?
Existing Users vs Incremental Users in the Web3 Market
Existing Users: The target users for Web3 projects will deploy relevant KOLs in X for related tracks, collaborate with exchanges for activities to gain traffic, and obtain traffic from pools on task platforms like Kaito/Galxe/Task on.
This line of thinking seems reasonable, but there are three fatal problems behind it:
All are traffic within the circle, difficult to acquire incremental users;
Intense competition among projects, high deployment costs;
User attention is limited, and the conversion rate is low (few buyers)
As a Web2 traffic platform, Xiaohongshu can bring incremental users to Web3 and achieve industry crossover. The recent coin-stock concept also combines the overlap of the cryptocurrency and stock trading crowd to find new incremental user groups for Web3. Similarly, the deployment of Web2’s top financial blogger 'Xiao Lin Says' by OKX is also due to the consistency of interests between cryptocurrency traders and financial groups, achieving crossover and traffic diversion effects.
Xiaohongshu Deployment Framework (Matrix Account Deployment/Influencer Deployment/Advertising Deployment)
Public Domain Traffic Deployment Volume Matrix:
Influencer Matrix
ROI-oriented (channel separately set up chain, review after deployment)
Matrix Account Deployment
Producing massive user-oriented content (text content/video content)
Advertising Deployment
Advertising agency handles deployment
Open a Xiaohongshu brand account, control the deployment process yourself.
1. Influencer Matrix
How to deploy (common strategies for Web3 and platforms like Xiaohongshu):
Initial Stage: Collaborate with top influencers/KOLs to publish related project research and strategy sharing posts to gain significant attention.
Mid-term: Multiple mid and lower-tier influencers/KOLs share the results of project incentives and related content on the future outlook of the project's token. Choose specific KOLs or large traders as key nodes for dissemination. Collaborate with market makers to elevate coin prices.
Later stage: A large number of long-tail small influencers/KOLs discuss and share the project to maintain discussion heat. (Of course, meme-type projects can skip this step)
2. Who to target (focus on Xiaohongshu)
First, we need to confirm the profile of the users being targeted.
The project party needs to find new incremental user groups based on the characteristics of Web3 users and the overlap with other labeled groups in Web2. The recommendation is financial and stock trading market influencers.
Secondly, we need to classify the fan levels of accounts, mainly divided into:
Well-known KOLs (verified)
Top Influencers (followers > 500,000)
Mid-tier Influencers (50,000 < followers < 500,000)
Junior Influencers (5,000 < followers < 50,000)
Ordinary People (300 < followers < 5,000)
Bystanders (less than 300 followers)
Figure 1: Fan Level Classification Chart
Simply seeking deployment from top influencers may not yield better results; widespread deployment of mid-tier and niche KOLs is also necessary. The suggested deployment ratio from top to bottom is: 1:3:50:100:150. For 'bystander' types, it essentially belongs to the path of user-initiated dissemination.
Initially adopt a broad deployment model, set up separate channels, review after deployment, filter out quality KOLs/influencers, and repeatedly deploy to this segment of KOLs/influencers to reach users in that channel multiple times.
2. Matrix Account Deployment
Why conduct matrix account deployment?
Compared to quickly increasing user numbers, conversion and retention are also very important. The advantage of matrix account deployment lies not only in controlling the quantity and content of posts but also in quickly exposing the project and elevating the topic. More importantly, the matrix account model is equivalent to establishing a customer service team for the project on the Xiaohongshu platform, directing users to the private domain for conversion.
It is well-known that the Web3 industry has certain industry and operational thresholds. The conversion path for users transitioning from Web2 to Web3 has bottlenecks, which involve VPN usage and wallet operation. Simply deploying and exposing in Web2 without guiding users through operations cannot produce good conversions.
How to conduct matrix account deployment?
1. Establish a batch of Xiaohongshu accounts
2. Produce massive content (I will separately provide a session on how to create content that users like and the execution methods)
Image and Text Content: Create creative image and text content
Video Content: The production of video content needs to consider the project's tone. Scripts should be created based on the project's positioning and brand tone, followed by shooting. (Shooting requires real people and scene setup, which can be complex and costly; scripts can be created and then use AI tools for video content output)
3. Advertising Deployment
When conducting influencer deployment and matrix account deployment, for quality content, we need to use a brand advertising account for reinvestment to increase the secondary dissemination of quality content, achieving multiple touches with users.
Advertising agency handles deployment
Contact Xiaohongshu official to open a Xiaohongshu brand account, control the deployment process yourself (those who want to open a brand advertising account can ask me for help to connect with Xiaohongshu official)
Summary:
1. Influencer/KOL Deployment: The goal is to create project awareness and purchasing desire. In choosing influencers/KOLs, a typical pyramid structure can be adopted, with a small number of top KOLs driving the main volume, but the majority of the voice comes from mid-tier and junior KOLs. The initial stage involves exploring through widespread deployment, filtering out effective influencers/KOLs, and increasing focus on deploying this segment of influencers/KOLs in the later stages. In fact, KOL deployment is not a direct purchasing conversion method but creates project awareness and purchasing desire, ultimately guiding conversions to the private domain.
2. Matrix Account Deployment and Private Traffic Operations: The goal is to enhance user conversion and retention. First, exposure is obtained through posting images/videos on Xiaohongshu, continuously attracting user attention with high-quality content, guiding users to send private messages in the background, establishing a Xiaohongshu community, and finally directing traffic to the private domain for conversion.
