8300 words to disassemble the collaborative delivery of KOC, amateurs and marketing accounts (first-hand case landing method is directly given)

In today’s complex and ever-changing brand marketing environment, how to achieve efficient grass planting promotion through social platforms such as Xiaohongshu is a challenge faced by every brand trader. Through an in-depth 8,300-word disassembly and first-hand cases, this article elaborates on the different roles and synergistic strategies of KOC, amateurs and marketing accounts in brand promotion, hoping to help everyone.

Last time, Shu Ze shared with you some experience on how to do amateur delivery.”Explain the effective methodology of Xiaohongshu amateur grass planting, 8840 notes in half a year to verify effectiveness”Got a lot of feedback from readers. Among them, I found a more heart-wrenching problem: many people are completely blind to what is a real KOC, what is an amateur, and those marketing accounts (water army) that actually inject water under the banner of planting grass, not to mention how to use these three people to ideas. It’s like going to war, you don’t even know the weapons, how should you fight?

Today, Shu Ze is ready to explain KOC, amateurs, and marketing accounts to you thoroughly. Not only that, I will also break the cases of shampoo and trendy toys that I made with my own hands before, and tell you: How to play this “troika” in order to spend a small amount of money to do big things in the field of Xiaohongshu, so that your delivery effect will rise.

First of all, Shu Ze will take you to figure out what KOC, amateur and marketing account are.

The core of KOC is the shaping of trust, the core of amateurs is creating an atmosphere, and the core of marketing accounts is to disguise to complete specific tasks. So the marketing account does not have the function of planting grass, don’t be deceived by the agency that says to use the marketing account to plant grass~

What does KOC look like:

KOC may have thousands of fans, or even hundreds of fans, but you can see that the comment area of his notes is generally very sticky, and there are familiar avatars and IDs under many notes, and their comments feel like friends are chattering. For the products he recommended, the content of the notes is a bit like a die-hard fan of the product, rather than the alienation of the business order, it is the feeling of using, loving, and researching, and even the occasional complaint about the official is full of value, which is the most real KOC appearance.

What KOC can do:

KOC’s core value is trust. An effective KOC can help you gnaw off the hard bone of “trust” in the process of brand promotion.

This trust should not be a one-time business cooperation, but rather a KOC content shaping of the brand/product through multiple notes. In this way, KOC is your own person who you don’t have to hide from users, you can be the first to stand up and speak for you when a new product is launched, or it can help you express your heart when your brand encounters turmoil and stabilize the chaotic public opinion environment.

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Isn’t this too idealistic? NO！ Shu Ze’s three or four product public opinion crises in personal care, 3C, and trendy toys have relied on KOC, a mass base with a core of trust, to turn danger into safety.

How to find a real quality KOC:

1. Don’t just stare at the data list, just look at the number of fans and interaction rate. For KOC, the key is to pick up his content, his comments, and his stickiness. Look at it one by one, see whether his personality and daily sharing scenes are really suitable for this category, and then see whether his comment users and comment content are alive and sticky.

2. Fish in your own fish pond. Look at your purchasing users and member community, and see if there are any users who love to share and express their desires? Take the initiative to hook up, maybe it’s a wild KOC.

We dug up 24 wild KOCs from hundreds of high-repurchase members, and 17 of these people have shared their experience of using the product more than once before. Later, we did a more refined but non-templated grass planting and sharing sharing, and 9 of these 24 KOCs were even better than the 900,000+ KOLs we invested.

3. Shu Ze also has a little trick: it is to dig the foot of the wall from the enemy camp. Go and see if the users with pertinent and unique comments under the competing notes can also develop.

This trick is a bit wild, but Shu Ze has tried it for mother and baby brands before, and the effect is really unexpected~

How to avoid false KOCs:

1. Genre Crash: Some accounts suddenly jumped from beauty to mother and baby content quality plummeted, but the interaction data was abnormally beautiful. This is mostly the number bought or the amount of brushing, don’t be fooled. Under normal circumstances, if you look at historical notes and fan portraits, you can basically judge it.

2. Exquisite character design: Some KOC characters have perfect designs and exquisite notes, but there is a smell of industrial saccharin between the lines, lacking true feelings. This is often an MCN assembly line product, and the conversion ability is worrying. Remember, we want living people, not humanoid billboards.

What does an amateur look like:

Amateurs are thousands of ordinary users on Xiaohongshu, their notes are not professional in most cases, and their photography skills are average, but they are better than “it looks like my neighbor’s post”, and they also share the fragmented thoughts of “what did I use today, it feels okay”.

What can an amateur do:

The core needs of amateur delivery are “atmosphere” and “coverage”. You think, if a product is only promoted by KOLs, then you don’t need to think that it is 100% an advertisement. If you add KOC and say yes, under normal circumstances, users will not be allowed to make decisions immediately.

But if the user appears when searching or swipes an amateur with a lot of realism really describes the specific points that this product is good about, and then these points feel that they can solve their demands, and at the same time they can accept the small flaws they complain about, everything is right. The scene is right, the mood is right, and then the real notes of many amateurs create that kind of atmosphere of “many people are using it” and “this thing is very hot”.

Moreover, the thousands of people and thousands of faces of amateur notes revolve around functional scenarios, which can contribute a large number of different long-tail words to the brand/product, and users can see you in whatever they search, which is called the presence of the user where you are.

How to maximize the effect of amateurs:

Two sources. One is to initiate it through official channels (new media, private domain, etc.) in the form of trials, fun UGC activities or small manuscript fees, which have a high weight. The other is in the form of recruitment through an agency.

But don’t expect amateurs to write flowers, make it clear that what we want is that rough but real sense of participation.

In the process of amateur content creation, Shu Ze suggested giving direction, not templates. Tell them the core selling points you want to express, but preferably they can write buying points based on their own scenarios.

Don’t give a copywriting template, once there is a thousand people’s amateur notes, even if the accounts are real, users can see through the promotion at a glance, and the effect will be directly returned to zero. Our previous practice was to give a bunch of scene labels, such as shampoo products such as “staying up late and oily”, “sofa is fine and soft”, “foaming rinsing”, “gym head bath integrated” and other different scene points for them to choose and play by themselves.

For amateur content review, as long as you have no problem with checking in the early stage, Shu Ze feels that there is no need to review. I asked the media not to care about typos and not showing the core selling point, and even once an amateur blogger mistyped the word of the product name (not intentionally), and there were many real users in the comment area to correct it. Sometimes the roughness of amateur notes is a trust enhancer.

How to avoid amateur rollovers:

1. Avoid group control amateurs: Some institutions use a large number of zombie accounts or low-quality accounts to impersonate amateurs, the content of the notes is crude, and the avatar nicknames are all fake. This kind of spread, except for polluting your brand words, is useless. If you want to find a real person, even if there are fewer fans, as long as the account is alive and the content is attentive, it is better than a hundred fake accounts.

How to judge? Click on the avatar, look at the historical notes, whether there is a breath of life, and whether the interaction is a robot reply.

2. Don’t be kidnapped by quantity: Amateur posting does require a certain amount to create an atmosphere, but if the quality of amateur notes is too poor, or the promotion traces are too heavy, no matter how much you lay it out, it will be a negative effect. “Quality” is always in front of “quantity”, which is an iron law. I’d rather have 10 heartfelt amateur notes than 100 copy-pasted marketing garbage.

What does the marketing account look like:

Since it is a marketing account, it must be a chameleon that can disguise itself as both KOC and amateurs, and its fans range from a few to thousands to tens of thousands, hundreds of thousands. The core of the marketing account is task-driven, there is no real experience, and all actions are commanded. His notes are often correct but uninteresting, lively but empty, and even the types of content posted on the homepages of a number of marketing accounts are almost the same.

What can the marketing account do:

In the short term, a certain data is quickly raised, or a certain public opinion environment is covered up, and a marketing account is generally used. For example, take the launch period of a new product as an example, give the official new media a like, and then use it to ignite the fire in the comment area and create some discussion; Or the big promotion node, use it to brush the activity information and increase the point exposure. Note that the marketing account must be an auxiliary, the “icing on the cake” (if this flower is real), and by no means the main force of “sending charcoal in the snow”. It cannot solve the fundamental problem of your product not being good and bad reputation, and if it is not used well, it can even amplify this problem, becoming the target of ridicule from users and peers.

With a marketing account, even if you spend money, you must have a correct mentality, don’t expect it to bring you real conversions, and don’t expect it to build a brand reputation for you. Of course, don’t use it to attack competing products, that’s digging your own grave! The marketing account is a thing, playing well is borrowing the east wind, and if you don’t play well, you will set yourself on fire, so don’t play yourself in.

How to use the marketing account quietly:

1. Wear invisibility clothing: the account should be maintained, the content should be mixed, the IP should be scattered, and the behavior should be chaotic, let alone send it at a time. In short, why not come like the navy. The highest level is “you think he is a passerby, but in fact he is his own person, and he also brings his own dry food”, which requires strict control by professional suppliers.

2. Copywriting is life-like: It was originally a marketing account, and if you fix those official clichés, the flaws will be even greater. Use more online sentiments and emoticons, and even deliberately leave some flaws, such as typing one or two words wrong, or asking questions at a trickier angle. Think about how real users will speak in the comment area and learn from it.

3. There should be fewer scenes: The marketing account is always a supporting role of the supporting role, and the proportion of voice volume must be strictly controlled at an almost invisible level. The red line I give is generally that the interaction or content generated by the marketing account cannot exceed 5%-8% of the overall real voice, and it is dangerous if it is higher. Once users feel like the screen is full of water, your brand image is ruined.

4. The director must be sober: As a brand, you must know that this is just acting, don’t believe it yourself. KPI assessment cannot only look at these false data. Do regular dehydration data analysis to see what real user feedback looks like.

The high-voltage line of the marketing account, don’t touch it:

1. Never use marketing accounts to fake core effects and user praise, especially in categories with strong supervision, such as medical aesthetics, health care products, mother and baby, etc. This is fraud and will be punished to bankruptcy.

2. Never use marketing accounts to step on and slander competing products. This kind of indiscriminate method will only make you notorious in the industry and may be sued.

3. Shu Ze has seen a more disgusting gameplay, in the same launch period of the two competing products in this product, brand A uses the marketing account not to slander brand B, but to praise brand B in various ways, how to fake and praise, and finally successfully let brand B be restricted by the platform and disliked by real users.

So, have you figured out the essential differences and usage scenarios between KOC, amateur and marketing account?

Shu Ze summed it up in one sentence: KOC is the “needle of the sea”, the stake of trust; Amateurs are “crowd tactics”, laying the net of atmosphere; The marketing account is the “secret weapon”, the medicine starter for ignition (but hide it deeply, use it skillfully, don’t rely on it, and don’t eat it as a meal!). ）。 The three are unclear, your Xiaohongshu is basically “blind people lighting up in vain”, and the money is spent, and you can’t even see a splash.

Secondly, after figuring out the details of these three people, the next highlight is how to combine them and play a beautiful combination of punches?

Remember, Xiaohongshu is not a battlefield for one person, and it is difficult to get out of the circle by relying on KOC alone, or only relying on amateur paving.

Below, I will use the cases of 2 different industries that I have personally operated to break down how this “trinity” style of play landed.

Schuze uses a three-step strategy:

Step 1: KOC “in-depth experience + professional endorsement” to consolidate the foundation of trust. The investment accounted for 20%, focusing on “letter”.

1. Selection criteria, not only the number of fans:

Specifically select those KOCs who really have a history of scalp problems (seborrheic dermatitis, postpartum hair loss, perennial oily heads, etc.) on Xiaohongshu, followed by those constituent parties that have in-depth research on washing and care ingredients. The number of fans is secondary, and the key is that their personalities and historical notes are highly consistent with the product’s selling points, and the interaction in the comment area is real and in-depth. We will take a closer look at their notes in the past three months or even half a year to confirm that they are not a rice machine.

2. The content polishing should be the real word:

2.1 Mandatory experience cycle: KOC is required to use the product continuously for at least 2-4 weeks, provide high-definition comparison charts of scalp and hair quality before, during and after use, strictly prohibit excessive beautification, and encourage the display of real details, such as dandruff reduction, oil production delay, etc.

2.2 User perspective sharing: The content should focus on “why did I choose it”, “how I feel after using it (good and bad can be mentioned)”, “which ingredients impressed me”, “what kind of people are suitable for (must talk about unsuitable people)”, avoid official words, and use more life language.

2.3 Open-ended question guidance: Encourage KOC to guide users to discuss at the end of the article, such as “What other ways do you have to prevent detachment?” “Oil-headed sisters, hug one!”

3. Delivery effect tracking:

Not only look at the number of readings, but also pay more attention to the effective question rate in the comment area (users ask about product details, purchase channels, etc.), the collection rate of notes, and the conversion rate of subsequent searches (tracked by specific keywords). This batch of KOC notes is the source of trust for the follow-up amateur rollout and marketing account boost, and we must do a good job and gnaw down the bone of trust.

Step 2: Amateurs “scenario-based + massive grass planting” to detonate life resonance. The investment accounted for 60%, focusing on “wide”.

1. Recruitment and screening, truth is the first hurdle:

Through cooperation channels and self-built amateur databases, large-scale recruitment of amateurs who match the portraits of the target group of the product. During screening, you will be asked to provide a screenshot of the homepage of your Xiaohongshu account to quickly exclude marketing accounts and zombie accounts. A simple questionnaire will be designed to understand their hair type, scalp problems, etc.

2.Brief design:

2.1 Provide a scene inspiration library instead of a standard answer-based brief: We will prepare a list of N life-oriented scenarios (such as “Self-help after staying up late and working overtime”, “Must-have for washing hair in the gym”, “Fluffy secrets for fine and flat hair”, “Hope for mothers with postpartum hair loss”, etc.), so that amateurs can choose their creative angles based on their own circumstances.

2.2 Emphasize visual realism: The picture or video must be taken by the amateur himself, and the scene must be life-like (bathroom, dresser, business trip suitcase, etc.), and may even have some imperfect traces of life.

2.3 Guide word-of-mouth keyword implantation: For example, guide amateurs to inadvertently mention “XX ingredients”, “silicone-free oil”, “hair is very refreshing after use”, etc.

3. Delivery effect tracking:

Focus on the inclusion rate of notes, keyword search rankings, overall voice improvement, and the diversity of UGC content. When users search for relevant pain points and see an overwhelming amount of real (or seemingly real) sharing, the balance of purchasing decisions begins to tip.

Step 3: The marketing account “precise ignition + atmosphere boost” detonates the epidemic effect. The investment accounts for 20%, and the main attack is “momentum”, and the operation must be extremely cautious.

1. The timing of intervention is the icing on the cake rather than out of nothing:

After the KOC notes are released and some real interaction is obtained, amateur notes begin to form a volume matrix, and intervene in a timely manner. You must not put on the marketing account when the brand has no real word-of-mouth foundation, that is suicidal.

2. The operation method is moisturizing and silent is the highest level:

2.1 Atmosphere group in the high-quality note comment area: Under the notes of KOC and amateur notes with good performance, use a group of high-level imitator marketing accounts to make guided comments or questions. The discourse should be life-oriented and colloquial, and avoid uniformity. For example, “Sister, is this really itchy after using it?” I have so much dandruff that I feel inferior! “The oilhead party was planted by you! Where is there a cost-effective channel to inform! The purpose is to activate the comment area, guide real users to participate in the discussion, and increase the popularity of notes.

2.2 Soft drainage of related topics: On the Xiaohongshu website, under hot topics related to anti-hair loss, oil control, and easy-to-use shampoo, use the marketing account to publish some question-style or help-seeking notes with a weak sense of marketing, such as the recent hair loss is severe, have you ever used XX brand shampoo sisters to talk about the effect, this purpose is to increase the exposure of brand words in the public domain traffic pool and undertake the search of potential users.

3. Xiaohongshu’s hot search word association is an advanced gameplay, but the risk is high:

If the brand word or related topic has the potential to be searched, you can use a small number of marketing accounts to post or associate discussions, but the operation is extremely difficult, and it is easy to be recognized and punished by the platform, so it is not recommended for novices to try.

4. Emphasize three times: risk control is the lifeline

4.1 Account quality is the bottom line: The marketing account must look like a live account, have a certain number of daily notes, and fans and interactions must not be too fake. We will ask the supplier to provide a list of accounts and manually check their authenticity.

4.2 Content diversity is key: Comments and notes must be resolutely eliminated from copying and pasting, and must have multiple versions, incorporating different tones and expression habits.

4.3 Release rhythm and IP control: Disperse time and decentralize IP release to avoid being hit by the platform.

4.4 Strictly control the proportion: The proportion of voice generated by the marketing account must be extremely low, so that users cannot feel surrounded by water troops. Once you feel that way, all the efforts made by the KOC and the amateur in front of you may be in vain.

Schuze’s three-stage rocket boost strategy:

Level 1: Core KOC “cultural empowerment + circle detonation” to create IP core emotional propositions. The investment accounted for 30%, focusing on “depth” and “centripetal force”.

1. Selection criteria, knowledge is more important than having more fans:

Target senior collectors in the trendy toy circle, well-known baby changers, IP story interpretation bloggers, and influential cross-border KOCs in the subcultural circle that matches ours. The core is to find people who can truly understand and identify with the connotation of IP culture, and can create secondary creations and value interpretation in their own way.

2. Content co-creation, beyond simple unboxing evaluation:

2.1 IP story co-creation: Invite KOC to participate in the extended discussion of the IP worldview, or create fan ideas (comics, short articles, cosplay, etc.) around IP characters, so that KOC can change from an evaluator to a co-builder.

2.2 Limited gameplay planning: Give the head KOC the opportunity to experience exclusive limited products, designer signed editions, and even participate in the suggestions of our IP birthday anniversary theme product design elements, and use scarcity and respect to express their creative enthusiasm.

2.3 High-end gameplay display: Encourage KOC to show our trendy game’s hidden gameplay, collection value analysis, or linkage scene story matching with other IPs, etc., to enhance the professionalism of the content and show off capital.

3. Delivery effect tracking:

Pay attention to the degree of discussion in the circle of KOC notes (such as forwarding and discussion in the trendy play community), the quantity and quality of secondary creations, and the loyalty of core fans, such as the growth of fans on the brand’s official account and the interaction rate of die-hard fans.

Level 2: Pan-interest amateur “scene integration + UGC carnival” to lower the threshold for breaking the circle. The investment accounts for 50%, focusing on “breadth” and “sense of participation”.

1. UGC event planning, to let users play:

Launch a UGC-themed solicitation activity: Encourage users to share their emotional connection with our trendy toys, collection experiences, or how to integrate trendy toys into daily life scenarios (home, office, travel, dressing, etc.). Set different gradients of rewards, from limited peripherals to cash rewards, to stimulate the enthusiasm of users at different levels to participate.

2. Content guidance should be from professional to life:

Guide amateur content to be more inclined to emotional value and life aesthetics, such as “After having XX, I don’t feel bitter to work overtime while touching it”, “Look at my fairy workstation, XX is the finishing touch”, “Collect a set of XX to summon the dragon, the gospel of obsessive-compulsive disorder”.

3. Delivery effect tracking:

Focus on the quantity and quality of UGC notes, the number of reading and discussion of event topics, the growth of search volume of brand words among pan-interested people, and the natural growth of strategy content such as “how to shake XX out of XX models/how to match/how to play” on Xiaohongshu website.

The third level: the marketing account “node momentum + scarcity amplification”, kicking the door to boost the conversion. The delivery accounts for 20%, focusing on “heat” and “urgency”, and the operation requires more skill.

1. The timing of intervention needs to cooperate with the release event:

When new products are released simultaneously around the world, online limited product lottery/flash sale activities, during trendy toy exhibitions, and when important co-branded cooperation is released.

2. The operation method should focus more on creating an atmosphere rather than direct sales:

2.1 Create a purchasing/squatting atmosphere: Under the trendy toys-related topics on platforms such as Xiaohongshu (such as trendy toys, adults also want to play toys, new blind box products, etc.), use the marketing account to release “Sit and wait for XX20 o’clock to grab, you can’t miss anything this time!” “Are there any sisters who fight together?” “Ask for a XX exhibition-limited starting strategy!” and other content, artificially creating a sense of scarcity and rush to buy a baby.

2.2 European Emperor/Non-Emirate Interactive Guidance: Under the notes posted by KOC or amateurs to win the lottery and grab limited products, use the marketing account to comment “Breathe European air! “Forwarding with joy” “I am the non-chief for ten thousand years, and I didn’t grab it, crying and fainting!” etc., to increase the interactivity and interest of notes and extend their life cycle.

2.3 Associated hot spot soft implantation: Combined with the current hot movies, games, festivals, etc. that young people are concerned about, use the marketing account to release notes that cleverly combine trendy toys with these hot spots to rub the popularity and expand the brand’s visibility among the general population.

3. Risk control must pay attention to trendy play users, they love to explore clues too much, and the marketing traces will overturn:

3.1 Internalization of marketing account disguise: Account nicknames, avatars, and historical notes must conform to the tone of trendy users and cannot be seen as advertising accounts at a glance.

3.2 Use of discourse slang: The content of comments and notes should appropriately use slang in the circle (such as “entering the pit”, “exiting the pit”, “European qi”, “ending in”, “box machine direct hair”, etc.) to increase the sense of realism.

3.3 Strict quantity control: The trendy toy circle is relatively closed and has high user stickiness, which is very sensitive to marketing behavior. The proportion of marketing accounts is lower than that of other categories, and they exist more as guides and atmosphere groups.

Then, for the collaborative planting of KOC, amateurs and marketing accounts, Shuze has 5 empirical theories for you.

After dismantling so much, I will finally summarize 5 essence methodologies that I have accumulated over the years of practice, and if I dig into my heart, I hope to let you see more clearly and walk more steadily in the combination of KOC, amateur, and marketing account.

1. Stop being superstitious about individual champions and build a special operations team!

In the jungle of Xiaohongshu, it has long been ineffective. KOC’s precise sniper ability, amateur firepower coverage, and marketing account penetration and disruption (if used well, it is a surprise soldier), the three can coordinate to point to where to fight. Your budget and energy should be spent on how to line up your team, rather than betting all your treasures on one person.

2. KOC is your brand spokesperson reserve, amateurs are your word-of-mouth sowing army, and the marketing account is at most an extra.

If you give too many scenes in the marketing account, you will steal the scene, and even if you smash it, you have to take the blame. KOC should be refined, amateurs should be widely scattered (but also quality), marketing accounts should be used with caution, and it is best not to use them if you are not sure. Once the role is misaligned, your delivery strategy is completely messed up. I’ve seen too many brands use extras as the main characters, and it turns out to be a farce.

3. Budget allocation is not egalitarianism, but dynamic optimization.

Don’t worry about what is the golden ratio of KOC, amateur, and marketing account, there is no standard answer! The cold start of the new brand may be more important for amateurs to pave the way; Mature brands do word-of-mouth maintenance, and it may be more important for high-quality KOC and in-depth UGC brought by top amateurs. The core is to be flexible according to your brand marketing goals, product life cycle, budget plate, and adjustment. Moreover, be sure to do real-time data review, multi-investment with good results, and stop loss in time with poor results.

4. All flowers and flowers can be truly credible as the foundation, otherwise it will collapse as soon as the building on the beach is pushed down.

Xiaohongshu users have better eyes than monkeys. The platform algorithm is smarter than you think. Whether your KOC notes are from the heart and whether your amateur sharing is sincere can be seen by users at a glance. The little trick of the marketing account can’t be hidden. Don’t try to deceive users, use sincerity to win users. At any time, real experience and real reputation are hard currency.

5. Don’t just stare at those cold data, but feel the temperature of the user’s mind.

Exposure, interaction, and follower growth, these data are important, but they are only part of the results. More importantly, what does your placement plant in the minds of users? Is it a seed of trust, or a weed of doubt? Is it the desire to buy, or the boredom of “another advertisement”? A placement that can truly touch the hearts of users and change their cognition can accumulate long-term intangible assets for the brand. This is much more valuable than short-term data explosions.

Finally, after talking so much about the “technique” level, I still want to talk to you about “Taoism”.

KOC, amateurs, marketing accounts, these are just our tools and means of brand marketing. The tool itself is not good or bad, it depends on how you use it and what your intention is to use it. Is it used to carefully carve a piece of jade, or is it used to whitewash a piece of rotten wood?

In today’s era of information explosion and scarcity of trust, brands want to survive and live well, by no means relying on temporary hustle and bustle and false prosperity. Users are too routined, they crave authenticity, they want to be understood, they crave something truly valuable.

Brand traders who really know how to do it will use these tools as a bridge to dialogue with users. They will regard KOC as a partner who can grow together, amateurs as friends who need to listen carefully, and even those marketing accounts that wander in the gray area will be used prudently within the framework of strict ethics and rules, and will never go beyond the thunder pool.

Shu Ze has always emphasized that to be a brand, you must ultimately return to the essence of business: come up with excellent products, gain insight into real needs, provide unique value, and then tell your users these in the most sincere way.

When you really take users to heart and exchange sincerity for sincerity, you will find that those KOC screening, amateur management, and even risk control of marketing accounts that used to give you headaches will become simpler. Because your starting point is right, your behavior will naturally be correct.

Playing with KOC, amateurs, and marketing accounts is not an end, but a means. The real purpose is to win the hearts of users in the most efficient way and establish an unbreakable trust link between the brand and users.

This road may be a little slower and more difficult, but it must be the most stable and farthest road.

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