RED Marketing 2021: Here's Why RED (小红书)'s New Skin Test Function is Super Smart for Business
We recently discovered the RED (小红书) Skin Test function in the mobile app, and think it's a brilliant business move by the platform.
A caveat before proceeding is that not all users will be able to see this function because users need to meet a certain level of activity on the platform before this function is released to them. Although the platform doesn't exactly tell us what it is, we discovered this function after we reached over 200 followers on an account and created 1 weekly post on the platform.
WHAT THE SKIN TEST FUNCTION DOES
First, let us describe what the function does. Users simply need to tap into the Skin Test function, position your head into the selfie photo window, and let the app scan your face. You will want to have proper lighting so the app can get a clearer scan for the best results.
After a few seconds, the app will show you its assessment of your current skin condition. This includes test results on how dark your eye circles are, how dehydrated your skin may be, how many wrinkles you have on your face, how 'critical' the dark spots on your face are, and even how many pimples you have.
The Skin Test function evaluates your skin and makes suggestions on how to improve your skin’s condition
Of course, with each section of the skin test, the app provides 'recommendations' on a skin regime/program that you can follow to improve your skin's condition. Tap into these recommendations and viola! You are shown various recommended products available on the RED (小红书) platform for you to buy to 'fix' your skin conditions. We think this is a super smart way for RED (小红书) to monetize users on the platform without being too 'in their faces' with promotions and offers, which is usually a turn-off. RED (小红书) is a unique platform in that users gravitate towards organic content versus content that looks 'too perfect', for example, on other social platforms like Instagram. This means that RED must find an organic, personable way to approach their users to 'sell' products, and what better way than to help them fix targeted issues with their face?
WHY WILL THE ‘SKIN TEST’ HELP BOOST SALES ON RED?
Why do we say it's a great way to monetize the growing userbase? It's because brands with official accounts on RED (小红书) can create their own in-app online store to sell products, and of course, RED (小红书) takes a percentage of that revenue as the hosting platform. For example, if L'Oreal has a store on RED, they can list the different beauty and makeup products, and these products could be recommended products in the skincare regimens shown to users.
If you are brave enough to find out about all the things that are wrong with your skin, go ahead and scan your face with the Skin Test function on RED (小红书). In the meantime, we're going to check out all the recommended products and make some purchases!
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