Under the trend of social marketing, how can brands effectively plant grass?

Improving the effect of brand planting grass can be carried out from four points.

1. Create interesting content to help brands break through.

Interesting and creative product information can quickly catch consumers' eyes. Only such content will not cause consumers' resistance, but will cause consumers' excitement, thus making consumers want to buy. Cloud media can easily find two main types of content to attract consumers:

① Life scenes: Such scenes can arouse consumers' demands. If you directly record a scene or an experience in life, you can arouse consumers' awareness of "I have this experience" or stimulate consumers' emotion of "I can become like this". This scene is mainly suitable for sharing personal life on platforms such as Tik Tok, Little Red Book and Weibo.

2 knowledge dry goods: this kind of content is skillful, experiential and popular. KOL experts can rely on their accumulated experience or quote professional knowledge to provide consumers with useful information.

2. Highlight brand differences and strengthen consumers' memory.

The selling point of products should be accurately combined with the pain points of consumers, and personalized products that directly hit the pain points of consumers can be favored by consumers. In terms of brand proposition, brands should create unique brand characteristics. In brand promotion, brands should highlight differentiation, dare to label brands and strengthen consumers' memory, so as to effectively plant grass for consumers.

3. Big KOL+ Little KOL

Big KOL can use its own traffic and influence to endorse the brand, and small KOL can further promote consumers to take purchase actions by sharing high-quality original content. Only through the combined marketing of big KOL and small KOL can the brand fully gain the trust of consumers.

4. Stimulate the positive forwarding of KOL.

① High-quality content: Generally speaking, only high-quality content and influential brands will attract KOL to actively forward. This is also because only high-quality content can strengthen KOL's personal design.

2 brand maturity: KOL active forwarding is more conducive to the expansion and spread of big brands and big IP. On the other hand, it is not necessarily effective for our marketing to attract KOL to spread actively by creating content without initial launch.