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In addition, how do users view maternal and infant content? What opportunities have emerged in maternal and infant content marketing this year? Report produced by: New List Research Institute, jointly published by: Zhuang Jun, columnist Zhuang Jun, public account: Zhuang Jun, everyone is a product manager columnist. Senior researcher of Xiaohongshu marketing, author of "Exploding Xiaohongshu", 2019 Internet content marketing, Haier contracted content marketing consultant. This article was originally published on Everyone is a Product Manager and may not be reproduced without permission. The title picture is from Unsplash and is based on the CC license. The opinions in this article represent only the author's own. The Renren Product Manager platform only provides information storage space services.
Xiaohongshu maternal and child insights: What content are brands paying for? Zhuang Jun Xiaohongshu Marketing Attention - Comments, Views and Collections Release your eyes in minutes, put on your headphones, listen and see~! : B-end product managers are responsible for analyzing and evaluating competing products, understanding the trends, functions, selling points, advantages and disadvantages of competing products, etc., and formulating product strategies and directions. In recent years, the scale of the maternal and infant market has gradually increased, and brands have Marketing investment on the Internet is also gradually increasing. This article decodes the changing trends in marketing investment and user content consumption in the maternal and infant industry in 2018 to help practitioners better understand industry trends. In recent years, maternal and infant brands have continued to invest more in online marketing. Faced with having all India Car Owner Phone Number List With the new generation of parents with new consumption concepts and content browsing habits, how do brands use online social media channels for marketing? What changes have occurred in maternal and infant marketing? These have become issues of great concern to industry insiders. In this context, Xinban relied on its own big data capabilities and insights into the content ecology to output the "Digital Marketing Report on the Maternal and Infant Industry" to decode the changing trends in marketing investment and user content consumption in the maternal and infant industry in 2018, and to help practitioners better understand Understand industry trends. 1. The scale of maternal and infant content is growing rapidly, and the digital marketing ecosystem is active. Brand investment continues to grow, and content platforms are becoming important marketing positions. Brands’ marketing investment in maternal and infant aspects is still increasing. According to survey data, more than 100 maternal and infant brands have achieved success During the year marketing budgets have remained flat or increased.
Among them, the data for emerging maternal and infant brands within 2019 exceeded %. The scale of content is growing rapidly, and the ecosystem of maternal and infant content is booming. The increase in brand investment and the awakening of user content consumption awareness have significantly driven the growth of the scale of maternal and infant content. According to statistics from the new list, based on Douyin, Kuaishou, Xiaohongshu, and WeChat video account platforms, the total amount of maternal and infant-related content more than doubled year-on-year. At the same time, users’ willingness to interact has also significantly increased. Maternal and infant The total number of likes on the content has nearly doubled. The layout in the public and private domains is accelerating, and the digital marketing of maternal and infant brands is accelerating. From the public domain, the frequency of commercial launches of maternal and infant brands has increased significantly, and the layout in the public domain has been accelerated. In March 2019, on the Xiaohongshu platform, the average monthly volume of notes placed on maternal and infant brands increased by % compared with the same period last year. From the perspective of the private domain, the scale of enterprise accounts, which is an important contact point in the private domain of maternal and infant brands, has also increased significantly. In 2019, the scale of Xiaohongshu’s maternal and infant enterprise accounts increased by 3.9% year-on-year. 2. High-value content has become the cornerstone of word-of-mouth for maternal and infant brand marketing. Judging from the Xiaohongshu platform where maternal and infant brands are planted and the results of business cooperation are better quantified, the commercial launch of maternal and infant brands shows the following characteristics: Value is king. Mother’s experience notes are highly recognized by brands for commercially placing focused, professional and high-value content. Maternal and infant brands are willing to accumulate content in high-value content. According to the new list data, among the distribution categories of Xiaohongshu’s maternal and infant business notes, mother’s experience content accounts for the highest proportion and is favored by brands. Pragmatism, baby food and maternal and infant products account for a high proportion. In addition to mothers’ experience content, content with high practical value, such as baby food and maternal and infant products, also accounts for a high proportion. Judging from the top brands in Xiaohongshu’s maternal and infant category in 2017, the brands on the list are all related to baby food and maternal and infant products.
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