What works in KFS in Xiaohongshu Marketing (KOL / KOC / KOS

K (KOL / KOC / KOS

Little Red Book KFS Logic, learn this one and understand it

Original small red book planting grass science small red book planting grass science

Familiar with Xiaohongshu merchants, must have heard of KFS, ‘KFS’ full name is KFS product seeding combination placement method, including blogger K (KOL / KOC / KOS and other key opinion leaders), exposure field F (Feeds information flow) and search field S (Search search) three elements.

KFS is not a ‘winning formula’, but a proven Little Red Book marketing strategy ‘nickname’.

The essence behind this ‘nickname’ is: the amplification of good content. Find good content, and according to different marketing purposes, the reasonable configuration of marketing promotion form to amplify the effect.

Consumers face tens of thousands of pieces of content every day, how to make them interested in your promotional content, have an impression and even achieve the conversion, is every business to solve the problem. The representative of this grassroots class will break down the KFS logic in an easy-to-understand way to help merchants understand KFS.

KFS Series #1: KFS Product Portfolio Placement Strategies. Click to view the previous issue of #KeepSeeding36

If you have a lot of confusion about the practical operation of KFS portfolio placement, welcome to follow this article to read and understand the logic of KFS portfolio placement. At the end of the article, there is also the December welfare release of Herbology!

QWhy do KFS combined placement?AKFS marketing matrix combined placement, can effectively solve the business content marketing of the three major ‘cardinal points’: high marketing costs, traffic uncertainty, crowd imprecision.

How many steps does it take for a merchant to do KFS? AKFS=good content X accurate amplification of traffic. ‘KFS’ is the full name of the KFS product seeding combination placement method, the business first with the help of bloggers K (KOL / KOC / KOS and other key opinion leaders) to create good content, and then through the exposure of the field F (Feeds infomercials) and the search field S (Search search) traffic, accurate amplification. Search search) traffic, precisely amplify the influence of good content.

Seed 36 Sneak Peek, long press the image to save it in one click!

K: Dandelion + Bidding Promotion to find Darren 1. How to find Darren?

Brand merchants can differentiate the layout of the Darren matrix according to the stage they are in, and it is recommended to take these three combinations:

① New product period: head and tail heavy, waist light more to find the head and tail KOL, waist KOL can be slightly less. In the early stage of product seeding, the head of the Darren can help the new product to establish the user's mind, guiding the fans to plant grass; the tail Darren can increase the authenticity of the product notes and enhance the user's trust in the experience sharing.

② growth period: appropriate increase in the proportion of waist Darren in the growth period, the waist Darren content is more conducive to increasing the influence of product seeding, businesses can appropriately reduce the proportion of tail Darren, while maintaining the head of Darren put.

③ maturity: focus on influence, break the circle force in the maturity period, the brand has been gradually established, the businessman can waist KOL proportion pulled to the highest, the formation of the waist of the Darren as the main force of the marketing matrix.

2. Why do bidding promotion?

Here to mention one of the advantages of KFS: natural traffic has a life cycle, notes released after 7 days after the gradual decrease in the natural push flow, the flow will decline significantly. The life cycle of commercial traffic is longer, with the help of commercial traffic, the content can be pushed to TA (target audience) more accurately to extend the note cycle.

Therefore, Daren + bidding promotion can expand your natural traffic and extend the life cycle of the traffic to improve the stability of exposure.

F: How to do infomercial promotion? Before doing information flow promotion, merchants first need to clarify the role of information flow: information flow promotion can help merchants accurately target to potential seed users, and strengthen the user's mind through continuous content reach.

The content of the notes should be of high quality and the targeted people should be precise in order to reap good results of infomercial promotion. Therefore, the test notes need to be completed in the front, and then the information flow placement.

1. Test Notes: 531 Highly Commended Notes Funnel Model

Here we share a practical ‘531 Highly Commended Notes Funnel Model’ with the merchants, with the help of this model, the merchants can effectively find the potential of high-quality notes, and accurately amplify the value of high-quality content.

‘5’ means that at least 5 different types of notes (e.g. review, vlog, tutorial, unboxing, immersive, etc.) need to be prepared in the early stage of the test; “3” means that only notes in the Top 30% of the test performance can be considered as high-quality notes; ‘1’ represents the test performance in Top 10% to be considered as head quality notes, which is worth continuous investment.

2. Information flow placement

Information flow placement commonly used french fries (natural traffic), ride the wind/spotlight (commercial traffic).

In the past, the grass has released a number of related placement strategy & practice, businessmen can click the jump to learn: how to put french fries, 10 minutes to understand the wind, the spotlight to cast the flow strategy.

Tips: There are 2 kinds of common problems of information flow - not running out of volume, plan to drop volume. ① ‘run out of volume’ business self-examination: crowd orientation is not accurate, whether the quality of the material is too poor, whether the price / budget is too low; ② ‘plan to drop the volume’ business self-examination: special nodes (such as the double 12) bid whether the competitiveness of the lower, whether to adjust the budget for a number of times affect the stability of placement, notes life cycle is close to the upper limit.

S: how to do search placement? Search promotion is an important step in KFS. Merchants who want to further improve the conversion, it is recommended to carry out search placement to accurately intercept the traffic.

1. What is doing search promotion in KFS?

① ‘Attack’: Attack the large flow of core words, seize the industry user's mind, owning the first show; Attack the small flow of long-tail words, strive for low-cost conversion / low-competitive environment, multi-dimensional full coverage, in order to achieve the purpose of the seeding of education.

② ‘guard’: brand words, product words continue to card position, maximise the conversion of core users to achieve 7 * 24H first defence.

2.Buy word strategy

For different types of consumer groups, brand business buy word strategy is different, it is recommended that you can refer to the following ideas, the use of ‘crowd anti-funnel model’, the first to catch the core population, and then gradually cover the pan-crowd.

Different stages of business KFS marketing focus 1.new product period

During this period, new products often have a low overall market reputation and a weak stock of content on the website, so they need to get quality exposure quickly to enhance consumers' initial impression of the product.

①Marketing focus: quality content reserves, quality notes to build the matrix. ② Strategy: lay more content to strengthen the foundation, do more tests; budget focus on the information flow of extensive exposure; pay attention to category words, enhance the visibility of the industry. ③ KFS method of play is recommended: 50% of the KOL budget + 50% of the proportion of the budget flow; 70% of the proportion of the information flow budget + 30% of the proportion of the keyword budget.

2. Growth period

During the growth period, the pop-ups have accumulated a good reputation inside and outside the station, and a lot of high-quality content has been deposited in the station, so it is necessary to improve the efficiency of the pop-ups in the station's crowd conversion and maintain the heat.

① marketing focus: new customers to expand the circle, maintain the heat. ② Strategy: screening quality seed articles, heavy investment flow to continue to build quality notes; information flow-based, search to strengthen the position; guarding the brand flow, track SOV (Sound Volume Occupancy Rate) strong position. ③ KFS playing method suggestion: KOL budget proportion of 40% + cast flow budget proportion of 60%; information flow budget proportion of 60% + keyword budget proportion of 40%.

3. Mature period

In the maturity period, brand merchants already have a long time of consumer word-of-mouth precipitation, the need to maintain high exposure and high impact, and to carry out continuous crowd breaking circle attempts.

Marketing strategy focus: product renewal, crowd breaking. ②Strategy: focus on head KOL, through the investment flow to enlarge the influence; broken circle directed to expand the new, strengthen the conversion of the search crowd; industry education of high-potential crowd, tapping new customers. Suggestions for KFS: 20% of KOL budget + 80% of investment flow budget; 50% of information flow budget + 50% of keyword budget.

小红书KFS逻辑，学完这一篇就懂了

Original 小红书种草学 小红书种草学

熟悉小红书的商家，一定听说过KFS。“KFS”全称是KFS产品种草组合投放方式，包含博主K（KOL/KOC/KOS等关键意见领袖）、曝光场F（Feeds信息流）和搜索场S（Search搜索）三个要素。

KFS不是一个“必胜套路”，而是一种行之有效的小红书营销策略“昵称”。

这个“昵称”背后的本质是：好内容的放大。找到好内容，并根据不同营销目的，合理配置营销推广形式去放大效果。

消费者每天面对数以万计条内容，怎么让他们对你的推广内容感兴趣、有印象甚至实现转化，是每一个商家要解的题。本篇种草课代表，将通俗易懂地拆解KFS逻辑，帮助商家搞懂KFS。

本文是第9计，KFS系列第1篇：KFS产品组合投放策略。点击查看往期#种草36计

如果你对KFS组合投放实操有很多困惑，欢迎跟随本篇种草36计，读懂KFS组合投放逻辑。文末还有种草学12月福利放送！

Q

为什么要做KFS组合投放？

A

KFS营销矩阵组合投放，能有效解决商家内容营销的三大“卡点”：营销成本高、流量不确定、人群不精准。

Q

商家做KFS组合投放分几步？

A

KFS=好内容X流量精准放大。“KFS”全称是KFS产品种草组合投放方式，商家先借助博主K（KOL/KOC/KOS等关键意见领袖）创作好内容，再通过曝光场F（Feeds信息流）和搜索场S（Search搜索）的流量，精准放大好内容影响力。

种草36计抢先看，

长按图片一键保存！

K：蒲公英+竞价推广找达人

1.怎么找达人？

品牌商家可以根据自身所处阶段，差异化布局达人矩阵，建议采取这三种组合方式：

①新品期：头尾重，腰部轻

多找头部、尾部KOL，腰部KOL可以稍少。

在产品种草初期，头部达人能够帮助新品建立用户心智，引导粉丝种草；尾部达人则能够增加产品笔记真实感，提升用户对体验分享的信任感。

②成长期：适当增加腰部达人比例

在成长期，腰部达人内容更有利于增加产品种草影响力，商家可以适当降低尾部达人比例，同时保持头部达人投放。

③成熟期：侧重影响力、破圈力

在成熟期，品牌已经逐步建立，商家可以将腰部KOL比例拉到最高，形成中腰部达人为主力的营销矩阵。

2.为什么要做竞价推广？

这里要提到KFS的一个优势：自然流量有生命周期，笔记发布后7天后自然推流逐渐降低，流量会明显下降。而商业流量的生命周期更长，借助商业流量，可以把内容更精准地推给TA（目标人群），延长笔记周期。

因此，达人+竞价推广可以扩大你的自然流量，并将流量生命周期延长，提升曝光稳定性。

F：信息流推广怎么做？

商家在做信息流推广之前，首先需要明确信息流的作用：信息流推广可以帮助商家精准定向到潜在种子用户，并且通过不断的内容触达，强化用户心智。

笔记内容要优质、定向人群要精准，才能收获良好的信息流推广效果。因此，测试笔记需要前置完成，然后再进行信息流投放。

1.测笔记：531高赞笔记漏斗模型

这里向商家分享一个实用的“531高赞笔记漏斗模型”，借助这个模型，商家能够有效找到潜力优质笔记，精准放大优质内容价值。

“5”代表测试初期需要准备至少5种不同类型的笔记（例如测评类、vlog类、教程类、开箱类、沉浸式等等）；

“3”代表测试表现在Top 30%才能算是优质笔记；

“1”代表测试表现在Top 10%才能算是头部优质笔记，值得持续投入。

2.信息流投放

信息流投放常用薯条（自然流量）、乘风/聚光（商业流量）。

往期种草学曾发布多篇相关投放策略&实操，商家可以点击跳转学习：如何投放薯条、10分钟搞懂乘风、聚光投流策略。

Tips：信息流常见问题有2种——跑不出量、计划掉量。

①“跑不出量”商家自查：人群定向是否不精准、素材质量是否太差、出价/预算是否过低；

②“计划掉量”商家自查：特殊节点（如双12）出价是否竞争力较低、是否多次调整预算影响了稳定投放、笔记生命周期是否接近上限。

S：搜索投放怎么做？

搜索推广是KFS中重要的一步。商家如果想要进一步提升转化，建议进行搜索投放，对流量进行精准拦截。

1.在小红书做搜索推广是在做什么？

①“攻”：攻占大流量核心词，抢占行业用户心智，own住首位展现；攻占小流量长尾词，争取低成本转化/低竞争环境，多角度全覆盖，以实现种草教育的目的。

②“守”：品牌词、产品词持续卡位，最大化转化核心用户，以实现7*24H首位防守。

2.买词策略

针对不同类型的消费人群，品牌商家买词策略也不同，建议可以参考以下思路，利用“人群反漏斗模型”，先抓核心人群，再逐步覆盖泛人群。

不同阶段商家KFS营销重点

1.新品期

这一时期，新产品往往整体市场声量低，且站内的存量内容基础薄弱，需要快速获得优质曝光，提升消费者对产品的初印象。

①营销侧重点：优质内容储备，优质笔记矩阵打造。

②策略：多铺内容夯实基础、多做测试；预算侧重信息流广泛曝光；重视品类词、提升行业内可见度。

③KFS打法建议：KOL预算比重50%+投流预算比重50%；信息流预算比重70%+关键词预算比重30%。

2.成长期

成长期，爆品在站内外已有不错的声量积累，站内沉淀大量优质内容，需要提高爆品在站内的人群转化效率，维持热度。

①营销侧重点：新客拓圈，热度维持。

②策略：筛选优质种子文章，重投流持续打造优质笔记；以信息流为主，搜索加强卡位；守护品牌流量，赛道SOV（声量占有率）强占位。

③KFS打法建议：KOL预算比重40%+投流预算比重60%；信息流预算比重60%+关键词预算比重40%。

3.成熟期

在成熟期，品牌商家已经拥有长时间的消费者口碑沉淀，需要维持高曝光和高影响力，并进行持续性的人群破圈尝试。

①营销策略重点：产品焕新，人群破圈。

②策略：侧重头部KOL，通过投流放大影响力；破圈定向拓新，加强搜索人群转化；行业高潜人群教育，挖掘新客。

③KFS打法建议：KOL预算比重20%+投流预算比重80%；信息流预算比重50%+关键词预算比重50%。