Other than keyword search or using hashtags, the other way to explore bloggers and look for “notes” in surrounding areas could be done by turning on the location tracking. Users could utilize the interactive functions, like, bookmark and comment the fascinating content.
According to “2022 Qiangua Demographic Trend of Active User Report (RED Platform)” launched by Qiangua Data (a data platform specialize in analyzing RED), RED hit record high of over 200 million monthly active users, the total number of “seeding notes” reached 75.93 million, archiving nearly 26.5 billion total engagements in just first half of 2022.
2. A closed loop marketing model with the key of “successful seeding”
The goal of “seeding” in RED is the result of “reaping” (拔草). The “reaping” here refers to the outcome of being influenced by “notes” and finally make the decision of purchase. However, “reaping” could also be interpreted as losing the desire to buy that product. Make sure to understand the meaning of it by reading the complete content, while what we aim for is the former one.
The core feature of RED, Professional Account for brands (previously known as Enterprise Account), is the main medium of executing “seeding” and “reaping” concept inside the RED community, a custom branding strategy integrated in RED marketing model.
A verified Professional Account with official blue tick, provided an authenticated channel for marketing activities, for example, content marketing and cross-brand/influencers’ business cooperation. In addition, the interaction and engagement with followers in digital world are valuable. In RED, brands can create topics, collect notes, or tagged by user. These are essential elements on increasing loyalty during campaign promotion, and ultimately drive traffic to offline/online stores. In April 2020, RED added live-streaming function and open a new path on boosting brand exposure and products.