On the feasibility of lawyers accepting cases in the marketing of Little Red Book platform.

The reason why I want to talk about Xiaohongshu is because Xiaohongshu platform belongs to the software that I often use in my daily entertainment. The main positions of my major MCN companies and talent customers are Xiaohongshu (but I didn't come into contact with these customers through Xiaohongshu), so I know some mechanisms and business models of this platform better. At the end of last year, I also tried to open a legal vertical account in Xiaohongshu, and tried to operate it for a month or two. Then let's talk about the marketing of Xiaohongshu platform lawyers. Little Red Book 2022 User Portrait /0 1 Before preparing to enter an Internet platform to test the water, I usually have a general understanding of the platform data to help me think about some underlying logic. Specific to the little red book platform, I mainly refer to the thousand melon data, knowing my mother and so on. Little Red Book is mainly a platform for celebrities to share clothing collocation, beauty tutorial, travel guide, food evaluation and other contents every day. At present, there are more than 200 million monthly users of Xiaohongshu, most of whom are women, accounting for 86.05%, while men only account for 13.95%. As of 202 1, 1 1, although the proportion of male users has increased to 30%, urban white-collar workers and elite women in the workplace are still the main user groups. The user group is younger and the base is large. The users of Xiaohongshu platform are mainly young people born after 90 s and 00 s, with advanced concepts, easy acceptance of new things and strong desire for consumption. It can be found that Xiaohongshu is actually a platform for planting grass and bringing goods, which is different from the commodity-based model of traditional e-commerce platforms. The rise of Xiaohongshu relies on high-quality UGC content to socialize, and through the sharing of platform users' spontaneous grass content and KOL, a sharing community with high activity and high user stickiness is built, and then the platform builds its own shopping mall to sell popular goods, forming a unique business closed loop of "content+socialization+e-commerce" platform. Generally speaking, the tonality of Xiaohongshu and the lawyer industry is not so compatible. However, lawyers don't actually choose their clients, and men, women and children may encounter legal problems. As long as there are people, there are potential legal needs. Therefore, it can't be said that lawyers can't make a little red book, but they need specific analysis and "suit the right medicine." The current situation of lawyers operating small red book accounts /02 As soon as many lawyers entered the platform, they began to express that they could provide legal services, do case analysis and share work on the platform, or even skip this step directly, and directly hang up their lawyer's certificates to express that they could provide legal consulting services. This approach may also be able to pick up some cases on the platform, but the greater probability is that it has received a large number of inquiries from low-quality customers. And those legally shared videos that are well-made and have a lot of dry goods, most of them have poor traffic and little praise-the users of Xiaohongshu come up for entertainment, not for learning. They just want to spend money for entertainment or "feel that they have gained knowledge". Knowledge and "the feeling of acquiring knowledge" are completely different. Therefore, sharing video dry goods on Little Red Books is far less popular than legal tips in graphic form, because the vertical legal popular science account in graphic form takes a short time to obtain information, and direct attention can give users a feeling of "acquiring knowledge". Common tweet forms of Xiaohong calligraphy bloggers Many people think that Internet marketing is a shortcut. I think the internet may indeed be a shortcut, but it doesn't mean that you don't need to work hard. If you really want to make an account that can generate benefits, be transformed and be realized, it is definitely not enough to just play and taste it. Lawyers who want to adapt to the soil of Xiaohongshu platform must closely follow the key words of Xiaohongshu operation and combine them to make a legal+account. Without traffic, everything is empty talk, and everything is empty talk if the account cannot be done. Little Red Book has four head categories: beauty, mother and baby, food and home. In the future, it is to wear, spoil and lose weight. The bloggers who have big accounts in Xiaohongshu in the lawyer circle are basically bloggers, famous school bloggers, and celebrities with their own traffic and popularity, such as lawyers Xu Lingling and He Yunchen, who became popular by the Challenge Law. However, will users who pay attention to you because of beauty really entrust you when they encounter legal problems? I think the probability is very small. When they encounter something, they will only hire a lawyer who is familiar with the operation of the local judicial system nearby, and you may just be a channel for him to get legal advice in Bai Piao. There are also bloggers sharing their legal attempts, practice tools and handling feelings in Xiaohongshu. It is likely that the fans they get are all peers and prospective peers, rather than customers who have the need to entrust lawyers. This is another topic after the account is enlarged, how to transform and how to make a profit. Maybe you don't want to be a lawyer after you have a million accounts. You can answer advertisements and sell clothes. The user stickiness of Xiaohongshu is very low. I wrote an article on the official WeChat account and answered it in Zhihu, which is a relatively complete thinking output. The followers I attract recognize my own views, so even if my official WeChat account has more than 100 fans, it is more useful than the more than 2,000 fans that Xiaohongshu has made in a month. I never said it was useless to be an internet platform. I think it is more or less useful, even if the efficiency of receiving cases is really low. However, during the epidemic, it is a good thing for small lawyers and paralegals whose cases are unstable, even if they can consult more cases. But you need to think about which user groups you want to get attention from and how to get these users, and then choose a platform that suits your own characteristics. The lawyer who runs the little red book account suggested /03 1. Choose the appropriate track and positioning according to the platform tonality and personal characteristics. If you can't find it and it's not suitable, you'd rather change the platform. For example, emotional accounts are not only related to the characteristics of the platform (most of them are women), but also can be combined with family law business. In a word, think about what users need first, not what they know. As lawyers, of course, we are good at legal work and litigation process, but for the user, he may not want to learn these, he just needs to know that you can. If it is the kind of client who intends to learn the legal process and knowledge by reading blog posts from the beginning, he has no intention to hire a lawyer from the beginning. 2. The entertainment required to increase traffic and promote communication often conflicts with the rigorous characteristics of the legal profession. This is a structural obstacle for lawyers to do new media marketing. If they can't do the former, they can't pay their bills. If they can't do the latter, it will be difficult to transform. At this point, Luo Xiang is a very successful case. He is humorous and short-sighted, and has established a professional image as a professor and teacher. Social life and legal cases are rich and colorful, but they are also interesting. Professional shaping is closely related to all kinds of endorsements and the feelings conveyed by the videos or articles you output. Every aspect has something worth exploring and scrutinizing. It is worth noting that for lawyers, the marketing process needs to pay special attention to whether it conforms to laws and industry rules, so as to avoid unsuccessful marketing and increase risks. 3. Drainage function is greater than brand building. I feel that the greater role of Xiaohongshu is to reach out to some customers outside the circle of friends. We can put brand building (that is, trust precipitation and transformation mentioned in the second article above) in another new media window, such as opening additional websites and official WeChat accounts, to further convince the attracted users. It takes constant efforts to make any achievements. This effort includes the research of platform rules and traffic distribution mechanism, as well as the research of content. I've heard all kinds of skills about doing self-media, but I think if you can keep up with other skills, you will surpass most people and you will definitely get a considerable number of fans. It is not easy to choose a topic every day, have perseverance and the ability to output continuously. Even if your last customer didn't get it, this continuous export plan can force you to keep thinking about this industry and keep learning. I've tried many things. Nowadays, the popularity of short videos and official WeChat accounts is not as good as in the past, but many people who rely on new online media have accumulated a lot in the paper media era. You may never be able to make a little red book account again, but everything this process brings you may make you take off at the next outlet.