宣小二

Platform introduction:

宣小二It is a "two-way value-matching marketing hub" for domestic brands and celebrities. It solves two core pain points: Brand side : Want to promote Internet celebrities but "can't find celebrities"(fewer resources on niche tracks),"cumbersome operation"(Multiple platforms need to be connected separately),"the effect is difficult to control"(lack of data monitoring), the promotion cost is high and the conversion rate is low; Red side : Have content capabilities but "cannot meet suitable needs"(brand resources Less),"negotiation is labor-intensive"(need to repeatedly communicate cooperation details),"unstable realization"(lack of long-term brand cooperation), and it is difficult to realize commercial value.

Its core logic is to "lower the marketing threshold with 'resource integration + AI-driven': there is no need for brands to manually find celebrities, and AI intelligently recommends celebrities with" matching styles "(For example, maternal and child brands match childcare bloggers); there is no need for celebrities to actively find brands, and the platform automatically pushes to meet the needs (such as beauty celebrities accepting cosmetics brand cooperation); there is no need for repeated docking between the two parties, and the one-stop "selection-order-Release-Monitoring" allows brands to "quickly find sound volume" and celebrities to "easily cash in value", adapting to all levels of needs from small and medium-sized brands to leading celebrities.

Core functions:

1. Core: Four major functional modules
   1. Multi-scenario press release service: covering all channels of brand communication
      Solve the problem of "cumbersome brand multi-platform publishing" and realize "one-click access to multiple scenarios":
      • Media release : Support brands to publish press releases, brand stories and other content to domestic mainstream media (such as industry portals and local news platforms) with one click to accurately reach the target audience (such as B-end brands publishing corporate news to Financial media);
      • Published from media : Connected to self-media platforms such as Weixin Official Accounts, Xiaohongshu, and Zhihu, brands can choose celebrities to publish pictures and texts/notes to help "personal brand acceleration"(such as beauty brands looking for Xiaohongshu bloggers to publish trial notes);
      • Short Video matrix release : Open Douyin, Fast Hand, and video numbers. After the brand places an order, it can allow celebrities to simultaneously release Short Video content (such as home appliance brands find Douyin people to release product evaluations), achieving "no dead spots in communication." A certain brand reported that "the exposure after the matrix is released is 2.5 times higher than that of a single platform."

2. AI self-service delivery: Intelligent matching improves efficiency
   Relying on AI algorithms to optimize "brand-celebrity" matching and launch effects:

   • Smart recommendation : After the brand inputs its needs (industry, budget, target group), AI automatically screens celebrities with "matching styles and matching fans"(such as pet brands giving priority to recommending cute pet bloggers) to solve the "selection difficulties", the matching accuracy rate reaches more than 85%;
   • Self-service ordering : Brands do not need offline negotiations. They place orders directly after checking the quotes and cases of celebrities online. They support "sending the demand once, matching 100% matching the celebrities"(document description), and a small and medium-sized enterprise feedback "It only takes 2 hours from the demand release to the celebrity receiving the order";
   • Streaming optimization : AI adjusts the delivery strategy (such as additional budget for high-conversion celebrities) based on real-time data (such as content playback volume and interaction rate) to improve promotion ROI.

3. One-stop celebrity service: the whole process from matching to monitoring
   Provide full-cycle collaborative support for brands and celebrities to reduce communication costs:

   • Red star insight and number selection : The platform provides red star data (fan portraits, interaction rates, and conversion rates with goods), and brands can screen "niche track red stars"(such as handicrafts and camping bloggers) to avoid "single resource" problem;
   • Demand matching and execution : After the brand releases the demand, the platform will automatically push it to the appropriate celebrity, supporting online communication of cooperation details (content direction, release time), without repeated WeChat/telephone communication;
   • Data monitoring and review : Display core data (playback volume, likes volume, order conversion) in real time after release, and generate review reports (such as "Little Red Book Notes have the highest conversion rate, priority will be given to release next time") to help Brands optimize follow-up strategies.

4. Security mechanism: Protect the rights and interests of both parties
   Address the concerns of "brand capital security and celebrity cooperation guarantee":

   • Data privacy protection : Encrypt store brand release data and celebrity fan information to avoid information disclosure;
   • Safe payment system : Brand delivery fees are first hosted on the platform, and reds will be released after content release and brand confirmation to protect the rights and interests of both parties and reduce disputes over "non-performance after payment";
   • Compliance review : Conduct compliance screening of popular content (such as avoiding false publicity), verify the authenticity of brand needs, and maintain the platform ecosystem.

typical application scenarios

• Brand new product promotion : A cutting-edge cosmetics brand wants to promote new lipstick. It recommended 10 small red book bloggers in the middle waist of the "Affordable Makeup Track" through 宣小二AI, and selected the "Short Video + graphics and text" matrix for release. After the launch, the total exposure of notes exceeded 5 million, driving a 30% increase in e-commerce sales, and the cost was 20% lower than that of finding MCN institutions;
• Reds content realized : A niche camping blogger settled in 宣小二. Based on his portrait of "most of his fans are urban youth aged 25-35", the platform pushed the cooperation needs of outdoor equipment brands and undertook 5 adaptation orders within 3 months, with an average monthly increase of 15,000 yuan, without the need to proactively negotiate;
• Lightweight launch for small and medium-sized enterprises : A local catering brand wants to increase the arrival rate. Through the 宣小二 basic version package, it finds 5 local food Douyin people to release store visit videos, and synchronizes them to Douyin + video number with one click., the number of visitors to the store increased by 50% within one week, and the launch cost was only 12,000 yuan;
• Long-term brand voice construction : A maternal and infant brand signed a customized version cooperation with 宣小二. The platform screened 1 head +10 mid-waist parenting bloggers, and released the content of "product trial + parenting dry goods" every month. After 6 months, brand searches increased by 80%, and the repurchase rate increased by 25%.

applicable population

• Brand side :
  • Small and medium-sized/local brands: need low-cost and efficient promotion (such as new product trial sales, local drainage), lack of professional marketing teams;
  • Growth-oriented/well-known brands: Need cooperation with multiple track celebrities (such as breaking the circle of niche tracks and endorsing head celebrities), pursuing "integration of quality and efficiency";
• Self-media/Short Video celebrities :
  • Mid-waist/niche track red: Have content capabilities but lack brand resources, and want to stably undertake and adapt needs;
  • Top celebrity: Professional platforms are needed to connect brands, manage orders, and reduce operational energy;
• Marketing practitioners : Brand marketing specialists and small and medium-sized enterprise owners need to quickly implement Internet celebrity promotion without building a complete marketing team.

Unique advantages (compared with similar marketing platforms of Internet celebrities)

1. Rich in resources for niche track celebrities : Covering niche areas (such as handmade works and ancient book restoration) than platforms that "only make head celebrities", solving the brand's "difficulty in finding celebrities on niche tracks" problem, a certain handmade brand reported that "3 accurate celebrities were found in 宣小二, and the conversion rate was 40% higher than that of public bloggers";
2. AI matching efficiency : Compared with the platform of "manually screening celebrities", it saves 80% of the number selection time, has high matching accuracy, and reduces "ineffective promotion caused by mismatch";
3. One-click release on multiple platforms : It is more convenient than tools that "need to connect to each platform separately". Brands do not need to log in to accounts such as Douyin and Xiaohongshu to complete matrix release with one click, and the operating efficiency is increased by 3 times;
4. Two-way value matching : Not only serves brands, but also provides "precise demand push" for celebrities. It is easier to attract high-quality celebrities than platforms that are "only biased towards brands", forming a virtuous cycle of "more celebrities-more brand choices";
5. Low-cost threshold : Small and medium-sized enterprises can choose the basic version package (10,000 - 50,000 yuan), which is lower than the service fee of MCN institutions and is suitable for brands with limited budgets to try Internet celebrity marketing.

precautions

1. Requirements description needs to be clear : When a brand releases its needs, it needs to clarify the "target group, content direction, and assessment indicators"(such as "25-30 years old women, product trial videos, live vendor links are required") to avoid red people's understanding deviation. Causes content inconsistent;
2. Red celebrity data needs to be verified : The red celebrity data provided by the platform is used as a reference. Brands can require red celebrities to provide "recent real background data"(such as fan growth curve and authenticity of interactive comments) to avoid "swiping red celebrities";
3. The budget needs to be reasonable : Adjust the budget according to industry characteristics (such as beauty and 3C industry celebrities offering higher prices, and lower prices for local life). It is recommended to select small and medium-sized celebrities for trial and error for the first time, and then gradually increase the budget;
4. Pay attention to safe payment : Make sure to make payments through the official payment channel of the platform to avoid private transfers and ensure the safety of funds;
5. Compliance content needs to be controlled : Brands and celebrities need to abide by the rules of each platform (such as Douyin prohibits false publicity, and Xiaohongshu needs to be marked with "advertising"). Platform review is only basic screening, and final compliance responsibility needs to be borne by both parties.