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In August 2019, Xiao Hongshing, which has 300 million users, was asked to go off the shelves for comprehensive troubleshooting and rectification for not processing all kinds of marketing, advertising and offending notes in a timely manner.On October 14th, xiao red book rectification was completed and the whole line was restored to shelves.

The fall of the little red book is not an example, many apps involved in the UGC community have had similar encounters, which is undoubtedly an important turning point for Internet products, some of the slump, some of the revival of the strong.After more than two months, xiao red book rectification returned, in the advertising content will be any change?

Some MCN institutions and small red book bloggers feedback small red bookMore rigorous auditingAnd even some MCN agencies have summed up the little red bookWords are strictly prohibited。The little red book hot search words we've seen before are often "enjoy thin", "hold Coach open and hang up", and now it may be .Enjoy a lean drink”、“Coach wine bag"This style.

Although the review is more stringent, to bloggers and businesses have a certain degree of impact, but the small red book still has a large group of women traffic of the core platform.According to Avery statistics, the proportion of users of small red books is close to that of men and women1:9, most of them areFemale users between the ages of 25 and 35, mainly distributedSuper-first-tier and first-tier cities, consumption capacity, quality of life is high, happy to share their lives in the community little by little.

Small red book's ability to plant grass with goods are visible to all, star with goods, experts recommend, vegetarians share everything, girls in a variety of notes under the bombing can not help but buy, that small red book advertising in the end what way?What industries of advertising in the small red book hot cast?What are the styles of advertising ideas in different industries?App Growing parses the advertising intelligence that has been tracked since the little red book was re-established.

Small red book advertising resources mainly have open-screen advertising, information flow advertising and non-standard advertising positions 3 kinds, this paper focuses on analysisStreaming adsClass one.

Little Red Book's information flow advertising is mainly dividedPicture notesAnd.Video notesBoth types are rendered in the same way, clicking on an infoflow ad jumps to the native note page, and then clicks on the product link to jump to the product details page/store page.

Another form is to jump from the streaming ad page to the retention details page.

Based on mobile advertising intelligence tracked by App Growing, little red books have focused on the industry since they were re-launchedSkin care and beauty, clothing shoes, education and training, home furnishings and wedding services5 major industries, of which skin care and beauty still account for the majority, which is in line with the small red book nearly 90% of users for the female group.

Small red book advertising overall native strong, close to life, advertising paper more useSmall fresh, feminine wordsMeeting., the overall design of materials strong, eye-catching, prominent girl sense, in line with the aesthetic taste of women's groups.The following will be from the head of the five major industries respectively advertising documents and creatives analysis.

1, skin care and beauty advertising analysis

1) Product type:To.Skin care products, beauty products, toiletries mainly

2) Text Word Cloud:

3) Popular paper:

- Hair-stripping good things, ice-feeling hair-stripping, say goodbye to embarrassment!

Advertising text concise and clear, emphasizing the origin of the product belongs to the national territory, highlighting the product function and use of the effect.

4) Creatives:

The form of creative materials for the product pose / bloggers use the effect of self-portraits and small fresh stickers / fonts, picture style exquisite, life-like, sticker text is mostly grass style, highlighting attraction points, such as "intimate girlfriend", "asked twice a week", "ultra-full science" and so on.

2, clothing shoe bag advertising analysis

1) Product type:Clothing, shoes, bags, leggings, underwear, etc

2) Text Word Cloud:

3) Popular paper:

4) Creatives:

Picture footage shows the overall wear effect and matching single brand, cargo number, price and other information, highlighting the goods in the personal temperament, body to enhance the effect.

3, education and training advertising analysis

1) Product type:Study abroad counseling, small language learning, K12 education and training, adult education and so on

2) Text Word Cloud:

3) Popular paper:

4) Creatives:

Creative materials are still close to the grass wind, style similar to personal experience sharing, can better pull close, attract clicks.

4, home improvement advertising analysis

1) Product type:Decoration, design, furniture, etc

2) Text Word Cloud:

3) Popular paper:

- How much does the renovation cost to fit?Come and measure it for free

4) Creatives:

Advertising materials show decoration effect, mostly for women like the Nordic wind, ins wind, sticker paper highlights the whole house, low-cost, free estimates and other attractions.

5, marriage service advertising analysis

1) Product type:Travel photography, wedding customization, diamond ring and so on

2) Text Word Cloud:

3) Popular paper:

-Support custom travel shoots, guest films and quotations for reference

4) Creatives:

Marriage service advertising overall emphasis on customization, in line with the young group's personality, unique pursuit, wedding dress, diamond ring mainly highlights the high value and price of goods, wedding travel shows Turkey and other small groups of romantic country travel, highlighting the romantic atmosphere, wedding highlights the same kind of wedding customization of the stars, in line with the young group's new trend and high-level pursuit.

In general, the advertising style of Xiaohong book at this stage is similar to that of the previous ones, mostly vegetarian note orientation, Amly note orientation, soft wide orientation.The picture form is still small fresh picture and sticker paper, advertising text to meet women's tastes, skin care and beauty products emphasize the origin, overall more standardized than before the rectification, concise, strict control of content quality.

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