If the brand wants to promote the little red book, it is absolutely necessary to put kol and koc in it. The main app of Xiaohongshu is planting grass. Many brands have targeted this high-traffic platform. The current promotion status of Xiaohongshu is high investment and high return. The threshold is low, and many media companies are also aiming at this promotion industry. Kolkoc media in the market can always tell how good they are. Insiders can tell you responsibly that the proportion of kol fake numbers is as high as 60% or more. Therefore, in this issue, Ruizhi. com intends to share the first issue of the article: 1. Have you found the right one for the amateur flight of Xiaohongshu? Looking for an amateur post will usually go to a treasure, a fish, a post bar and so on. This data number is usually kept by media companies. We visited the amateur numbers of several media companies. How can we judge whether these figures are really meaningful? I took a casual look at Xiaohong ISBN given by the media company. What did you say?/Sorry? First of all, we open the little red book account given by the media company and open the fans. (This Daren fan is 1. 1w powder, which belongs to Wanfen's account. This is what we can see after we click on the fans. Obviously, we see that many fans of this kol are "fake fans", which is not difficult to see. Generally, it is composed of accounts without avatars and garbled names. When we click on these users, all we see is that we have not published any notes and only pay attention to the data. This is a junk number robbed by many media companies, and the published notes will not be included in the system without exposure. Therefore, it is recommended to launch or choose Ruizhi. com, and the real account will get better conversion effect. 2. How to choose a useful kol In our experience, brand users are generally advised to filter users into the following points: 1. Monitoring whether there are fake fans: The previous article talked about how to treat the existence of fake fans, so when choosing brand launch, we should first look at the proportion of fake fans. If the proportion is too high, we can not screen them. (It is recommended to slide the fan list when looking for fake powder. Generally, fake fans are in the middle and bottom. 2. Look at the interactive data of the account: the transformation of the interactive data for subsequent delivery is very visible, because the interaction of notes means that there is traffic, and the transformation will naturally come. So we need to look at the note data of the previous account, although the note data can be brushed out. However, we can take a rough look at the data of the previous notes. The data of each note is similar, and the high interaction is considered to have passed. We also have an experience when we look at the amount of interaction, that is, different types of notes have different likes, such as 1 Funny notes generally have more interactive praises. 2. Popular notes, such as travel guides, dry goods sharing, tutorials, cold knowledge, etc., will be forwarded more. 3. Controversial notes will cause hot spots, and there will be more comments on the types of notes. 4.3. Execution After knowing that there is no problem with kol, we need to know whether the media company has real execution and whether kol has execution. How to see the execution of a kol? We can click on a few pieces to judge: 1. It must be a prerequisite for service, and many media companies will experience delays and unresponsiveness in the implementation process, so this can be directly pass. In addition to the responsiveness of media companies, we also need to look at the cooperation of kol. Some kols don't have a high degree of cooperation, and it's impossible to meet the release time. 2. Professionalism: This is very important. Many media companies don't know. No matter what kind of words and pictures Party A provides, they are not suitable for writing and publishing. Now that the market is so involved, it is unfavorable for brands not to find professional media companies like Ruizhi Network. Because the published notes are probably not included, and the whole collection is unattractive, then publishing is a waste of water. So we judge the script, writing, editing, shooting, cover description and so on of this media company. Transformation ability: isn't promotion just to see the final transformation? When choosing kol, we should understand the verticality of kol, the preferences of fans, the planning of media companies and so on. And try to make brand products and KOL vertical and gentle, thus enhancing the tonality of the brand. Further study the content suitable for kol fans' preferences, and then improve the softness of the products. At the same time, daily notes, comments and product guidance should be well-founded, so as to achieve a closed loop of product promotion. When choosing a media company, brands should clearly observe the corporate characteristics and advantages of the media company. In the end, the promotion still wants to have a good effect. If it is only for promotion, it will only be a waste of water. If enterprises want to promote, they may wish to consider our Ruizhi. com.