A good star filter, how can I turn it off when I get to Xiaohongshu?

As the concept of "traffic" is re -examined and the "work is king" returns to the center of public opinion, the commercial value of the stars is being redeemed.

Zhang Yuqi's high -profile declaration on Sister Lang "Popularity is popular and business is business." Song Dandan even asked a lot of juniors in a slow comprehensive "What is your masterpiece?" From the head of the traffic horse, to the top of the strength, the internal entertainment is at the critical moment of "chaos and anyway". Regardless of whether the celebrities themselves or the people of eating melon, they are aware of the importance of the work itself and business capabilities.

The major social media provides stars with a platform for showing their business capabilities. On Weibo, they preached the new drama and spokesperson for cooperation. They performed skills, singing throats, playing stalks on the vibrato, and playing with stalks. In Xiaohongshu, they became "Lao Zhang" and "Xiaobai" to share OOTD and health.

It is more elected that Weibo is just like the workplace CBD of the worker; Douyin is the Di Hall small tavern after get off work; Xiaohongshu is more like a rural poetry of "under the fence of the chrysanthemum". interest.

Three typical scenarios outline a new image of a more three -dimensional star social media era.

A main business is not enough, the sideline business comes to make up

The actor Ren Quan once said in the TV show: "I already realized when I graduated that if you don't have a filming, you are a unemployed tourist." This said the voice of many stars.

Due to various reasons, the crew stopped and delayed the variety shows, so many stars have fallen sharply, and risk awareness has also increased. They began to operate frequently in social media, bring goods live broadcasts, grow grass to open stores ... In addition to the main business, they started various sidelines and opened their own "slash" life.

A question that is generally concerned is: Does the stars make money to make money? The answer is yes, the difference is just how to make and where to earn. The stars have a lot of sidelines, but they are inseparable from the three elements of commercialization: scenes, methods, and content.

From the perspective of the scene, Weibo, Hun, and Xiaohongshu are the most concentrated positions of the stars.

The official attributes of Weibo, shaking the entertainment attributes, and the grass attributes of Xiaohongshu.

We often see that a star took his own magazine blockbuster and new drama on Weibo, and interacted with fans with short videos on Weibo. But whether it is trembling fast or Weibo, the traces of "forced to open" are obvious. Like it, we have to forward the company's welfare and work overtime in the circle of friends for work.

But what is interesting is that in the small red book, these stars have another side. They will remove the makeup and remove the halo, and I will talk to the fans' home -style crickets to share the daily life of life and heart.

From the perspective of way, live broadcast and grass planting are two sides of stars. Unlike the impulse to break 100 million in a live broadcast, Xiaohongshu grows grass.

In Xiaohongshu, the stars have a wonderful psychological viscosity with fans through the content of the operation. From the perspective of amateur, share the good things, and inadvertently plant the goods in the fans' hearts.

There are also some "unconscious insertion of willow" self -guided grass planting. For example, actor Zhang Yao posted a note of La Gua's new drama in Xiaohongshu, but fans pay special attention to the shape in the drama and begging the link.

In terms of content, the traditional sideline of the star is commercial advertising, simple image endorsements, but the stars, goods, and consumers are independent, and there is no more interaction and connection between the three.

And young fans and users, they want to see the most real interaction between the stars and the product, but also want to participate in it with the celebrities. Stars also hope to break through the "fourth wall", let fans see more noodles, and realize a virtuous circle of public image and commercial value.

And this is the strength of Xiaohongshu.

Two stars play a lot in Xiaohongshu

Star settled in Xiaohongshu in 2017.

Since then, Ouyang Nana has taught skin care, Lin Yunjiao to make up ... Stars who have been illuminated by the magnesium lights, they started to pretend to be plain, returning to daily, and quickly pulled away from fans.

The subsequent large -scale celebrities settled in, allowing Xiaohongshu to open a new chapter of the star "sub -industry".

As we all know, the user groups on Xiaohongshu are high -end and scarce.

First of all, rely on strong works.

Lin Yun, who came out of "Menghua Record" again, continued to open after get off work after work, and Zhang Yao, starring the starring the hit drama "The Selection of Wife" and "Lin Shen See Deer" ... all in Xiaohong There is a high popularity in the book

Secondly, the sincerity of removing the filter.

Under the magnesium lamp, the star and the stars who are cautiously do with cautiously began to express their facial appearance and willful expression on the little red book. In the past, Zhang Yuqi, who had attached to the golden sentence of "broken drill is not valuable", later had a pro -testing Zhang Yao who was effectively recommended by health meridians and yoga pants.

"Beauty blogger" Lin Yun -the first flow of Xiaohongshu.

As a representative of Xiaohong Book Star Grass 1.0, Lin Yun is an iconic existence.

As the "post -95s" new generation of flowers, Lin Yun has no burden of top stream stars, but salt is sweet and dares to be black, and in the small red book, it is like fish.

Even if the "poor state state is not good" appeared on Weibo hot search, you can reverse the wind direction by self -deprecation, and take photos of his own medical beauty on the Xiaohongshu to share on the Xiaohongshu.

When Dyson's "black technology" burst into fire, she immediately PO came from his own "cheap version of Dyson" from the cola bottle, keeping up with the hotspots and quickly won the attention of fans.

Yin Zheng, who was determined to lose weight, rushed to the first place in the male star list by sharing weight loss videos in Xiaohongshu.

Relying on a "incompetent" face, and the bamboo shoots, broccoli, chicken breasts, shrimp and chicken protein with clear soup, Yin Zhengzhong completed the switch from the actor to the "Bo Boist". When he ate his favorite dish, he laughed and burst into tears when he didn't like the dishes he didn't like. Real and contrasting state is called "eating local mouse" by netizens. A number of passers -by was successfully circled. "Yin Zhengpu" was easy to make and delicious, and netizens asked for the same recipe.

Yin Zheng has repeatedly appeared on Weibo hot search. As the topic discussion becomes higher and higher, the business cooperation of various brands is followed: mint light food, enzymes, and sugar -free cola began to appear in the video. Because of Xiaohongshu's grass, Yin Zheng successfully opened the hidden level of the commercialization of social media.

The memory of the Internet is permanent, as well as users and fans.

Actress Zhang Yao is the first person to open a shop in Xiaohongshu. Such a dual identity makes people shine.

Beginning in April 2018, her little red book was involved in fitness, health, skin care, daily life, etc., and took the identity of "health care experts".

Moreover, Zhang Yao is more realistic and no burden, just like when she interacts with the fans, "I want to be a good actor, which is a very suitable state to stand by the male and female starring."

This is exactly the same as her recommended products.

"40+ actresses enter the group", "rejecting old cold leg artifacts", "cheap niche bags", "100 yuan good things dyed at home", "portable foot barrels" ... These general female stars rarely mention simple products, It is a common word for her grass.

The label of "grounding gas" and "love for health" became logical to her. Compared to the sky -high price recommendation of some ladies and female stars, her "grass" made netizens feel really convincing.

For the mature audience of the core of Xiaohongshu, Zhang Yao advocated that women "winter diseases and summer treatment", boldly shared "also put cotton pants in the air -conditioned room", allowing users to entertain for one second. Method of purchase. Zhang Yao's family often expresses the same way, so that each of her content can have an intuitive conversion rate.

Zhang Yao has received more and more attention and traffic because he sincerely shared, and was even "urged" by Xiaohongshu users.

As a result, "Yao Zhitao Tao" has become the first star shop on Xiaohongshu. A scraping board in the shop. With her a lot of dry goods information output in her notes, the user has enthusiastically purchased the enthusiasm. Sold out a few degrees.

After coming out of the circle with the "walking grass machine", Zhang Yao often extended the scene of grass planting to the live broadcast, but it was not a sip -type sales, but while talking about the current situation of life with fans, the content was subtle to linked the content to the product and the product. Essence

It not only satisfies the attention of fans' life in the artist's lens, but also has good things in the same star. Let the fans buy comfortable and feel at ease.

Now, Zhang Yao has established, continuously unified content output, commercial grass, and planting grass, to independent brand product development, shop online, and e -commerce live broadcast, becoming the first star to open up the full -link ecology of Xiaohongshu.

Her "Yaozhitao Tao" shop operates the wind and water, and even fans are worried that she will sell her professional goods in the future without filming.

Star grass -growing shops let fans see their private things, and the interaction of the stars allows fans to see a more interesting life.

As a community platform that shares a lifestyle, users have higher expectations for content. What they want to see is not the stars' refined and standardized copywriting, but to treat the little red book as a real life state of the circle of friends.

As early as "You Are My City Camp", Bai Jingting and Zhang Yao, the "Sister Boys" and Zhang Yao outside the play, made fans enjoy it. When Bai Jingting's fan CUE reached "Sister Zhang Yao, don't step on our Xiaobai's shoes", Zhang Yao's ridicule responded, "Can't step on it, can't you step on the play." Let the fans call "Sister's mercy."

Recently, the actor Dai Xu, the fire of "Menghua Record", also interacted with Zhang Yao's real scene on Xiaohongshu.

So the wonderful scene appeared: in the TV series, Liu Yifei's successful "Chi Yinni" and the emotional expert "Qi Miao" were shared together to share the interesting scene of the meaning of the meat sauce. Such linkage is positive and positive for the episodes, the small red book platform, and the actor's personal image.

The interaction between this kind of star is not passive business, but the active business caused by social needs. The stars share their own living conditions on Xiaohongshu, tease the mutual CUE with good friends, and make stalks. Such content is naturally natural Interesting, the user is very enjoyable.

As Lin Yun, Yin Zheng, and Zhang Yao played the winds of the "Little Red Book Content Creator", more and more stars began to actively appear in Xiaohongshu.

The two stars and Xiaohongshu went to the two -way go to

Xiaohongshu and celebrities are complex.

For Xiaohongshu, celebrities enter the enrichment of community users and content ecology; from the perspective of celebrities, continuous interaction with fans is also part of work, and social platforms are the main positions that occur in interaction.

However, the changes in social platforms have made these interactions no longer active and active.

First of all, based on the importance of traffic, many social platforms are transforming, and the essence of the community becomes a marketing position. It is difficult to see differentiated content. Commercial drafts, official announcements, accounts operate on behalf of them ... are more and more common.

"Human taste" fade, and the business atmosphere becomes thicker.

It is more and more difficult to find that you want to see interesting personalized content on a platform, and users find that the star of "doing itself" on Xiaohongshu is particularly precious. Followed by the changes in the environment of public opinion.

Due to the long -term information cocoon room, some social platforms have caused the "diode thinking" to become more and more serious, more and more essence, and the heavier anger, and the comment area is full of doubts and quarrels.

The community atmosphere of Xiaohongshu looks particularly harmonious and comfortable.

It is such an atmosphere that allows celebrities to dare to explode and discuss with fans. They will not worry about unnecessary doubts and abuse. Just like Zhang Yao is sharing two new dramas related, Xiaohongshu fans are concerned about The plot, acting skills, and the shape of the play, not other irrelevant comments and personal attacks.

Stars and users have found their own comfort zone in Xiaohongshu.

In addition, stars no longer routinely do business in Xiaohongshu, but found a new direction in their own characteristics.

The interesting daily life they shared, and the dry goods of beauty not only increased the attributes of social media, but also became the value -added item of their commercial value. This can be clearly perceived from Zhang Yao's opening shop and Yin Zheng.

Stars are different from net celebrities. Short -term traffic and topics cannot support the entire career. However, having strong works, interesting life, and diverse business models can make the celebrity cause more persistent and stable.

For Xiaohongshu, the value of celebrities is even more self -evident.

Social platforms have already entered the hot competition. During the game of the platform stock, the fan economy behind stars and stars was the precious increase in Xiaohongshu.

I often compare myself into a small red book of "city", because different positioning stars settled in, users and contents are becoming more and more diverse. At the same time The "characteristic business circle".

The social media operations of the stars seem to be "Xia Fan" are actually testers for the upper limit of self -worth, and it is also a break and pioneering of traditional artist brokerage models.

You think that the stars who "fly themselves" are actually desperately engaged in the sideline, attracting more smelling fan bases and accumulating traffic that has more commercial value.

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