Seeking to invest only in top influencers may not yield the best results; it is essential to broadly invest in mid-tier and lower-tier niche KOLs.
Author: Crypto Mengmeng
Why do people search for new incremental markets on Xiaohongshu?
Existing Users in the Web3 Market vs. Incremental Users
Existing Users: Web3 projects target users who will invest in KOLs related to their sector on X, collaborate with exchanges for activities to gain traffic, and acquire 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 hard to acquire incremental users;
Intense competition among projects leads to high advertising costs;
Limited user attention results in low conversion rates (few purchases).
Xiaohongshu, as a Web2 traffic platform, can bring incremental users to Web3 and break the industry barriers. The recent concept of coin stocks also combines the overlap between the cryptocurrency and stock trading communities, finding new incremental groups for Web3. Similarly, OKX's investment in top financial blogger "Xiao Lin" on Web2 is due to the consistency of interests between cryptocurrency traders and financial audiences, achieving the effect of breaking barriers and attracting traffic.
Xiaohongshu Investment Framework (Matrix Account Investment / Influencer Investment / Advertising Investment)
Public domain traffic investment matrix:
Influencer Matrix
ROI-oriented (channel-specific chain post-investment review)
Matrix Account Investment
Produce content aimed at a massive user base (text content/video content)
Advertising Investment
Advertising agents handle the investment
Open a Xiaohongshu brand account to control the investment process yourself
1. Influencer Matrix
How to Invest (Universal Strategies for Web3 and Platforms like Xiaohongshu):
Early 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 and lower-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 Invest In (Focus on Xiaohongshu)
First, we need to confirm the user profile for investment.
Project parties need to find new incremental groups for the project based on the characteristics of Web3 users and the overlap with other Web2 labeled groups. It is recommended to target influencers in the finance and stock trading market.
Second, we need to classify the follower levels of accounts, mainly 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)
Bystanders (fewer than 300 followers)
Figure 1: Follower Level Classification Chart
Simply seeking top influencers may not yield good results; it is essential to broadly invest in mid-tier and lower-tier niche KOLs. The recommended investment ratio from top to bottom is: 1:3:50:100:150. For "bystander" types, it essentially belongs to the path of spontaneous user dissemination.
In the early stage, adopt a broad investment model, set up a separate chain for channels, conduct a review post-investment, filter out quality KOLs/influencers, and then repeatedly invest in this group of KOLs/influencers, reaching out multiple times to users in that channel.
2. Matrix Account Investment
Why conduct matrix account investment?
Compared to rapidly increasing user numbers, conversion and retention are also very important. The advantage of matrix account investment 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 for the project on the Xiaohongshu platform to guide users to private domains for conversion.
It is well-known that the Web3 industry has certain industry and operational thresholds. The conversion path for users from Web2 to Web3 has bottlenecks, involving issues like VPN usage and wallet operation. Simply investing and exposing in Web2 without guiding users in operations cannot yield good conversions.
How to conduct matrix account investment?
Establish a batch of 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 shoot accordingly. (Shooting 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. Advertising Investment
When conducting influencer and matrix account investments, we need to use brand advertising accounts for re-investment in quality content to increase the secondary dissemination of quality content, achieving multiple user touchpoints.
Advertising agents handle the investment
Contact Xiaohongshu's official team to open a brand account and control the investment process yourself (If you want to open a brand advertising account, you can contact me for help connecting with Xiaohongshu's official team)
Summary:
1. Influencer/KOL Investment: 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 investment model to filter out effective influencers/KOLs, and later increase efforts to repeatedly invest in this group of influencers/KOLs. In fact, KOL investment is not a direct purchasing conversion method but aims to create project awareness and purchasing desire, ultimately guiding users to private domains for conversion.
- Matrix account investment and private domain traffic operation: The goal is to improve user conversion and retention. First, use Xiaohongshu to post images and videos for exposure, continuously attract user attention with high-quality content, guide users to send private messages in the background, establish a Xiaohongshu community, and ultimately direct traffic to private domains for conversion.
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