Which industries currently have sufficient budget for Xiaohongshu advertising?

[sabarina38]

The recent implementation of the company's influencer project also made me think, What are the differences between influencer advertising for different brands? Which brands have low interaction costs? Today , I exported the top 1,000 brand influencer placements through the third-party tool Huitun, and I summarized the following brand placement phenomena ( note that the influencer placement here is based on the data reported in Dandelion ) . 1. Investment amount : beauty brands A Rider Among the top 1000 brands, there are 221 beauty and skincare brands , accounting for 20% . This is enough to show that beauty is the most popular brand among Xiaohongshu influencers.


Core categories. Beauty brands account for a high proportion of investment, on the one hand because they are strongly associated with 70% of female users on the platform, and on the other hand, beauty brands need product italy whatsapp number data and brand support. Among the top 30 brands with the most investment , 25 are beauty and skincare brands , and the six brands with more than 10 million investment in a single month are all beauty brands, including Lancome, SK-11 , L'Oreal, Helena Rubinstein, OLay , and Clarins.



Which are first-tier cosmetics brands. If we estimate the monthly advertising amount, there are probably more than 10 brands that have an annual advertising amount of over 100 million yuan on Dandelion . From these 6 brands, SK-ii has the least number of influencers, only 334 , and the average influencer fee is over 50,000 yuan per person. It can be inferred that they choose mid-level or top influencers and pay more attention to the brand tone fit when advertising . Looking at these 25 beauty brands, almost all of them are foreign brands. Because most of the foreign cosmetics brands have relatively complete channels, products, and prices, Xiaohongshu only needs to plant grass correctly.