How can I accurately determine whether the social attributes of the category I am working on are strong? Are there any data tools or methods that can help determine the strength of social attributes?
Answer: Categories with strong social attributes usually have the following characteristics.
(1) Social networking sites can clearly target the crowd and are suitable to become the communication channel for this category. The user group portraits of the category and product are clear, and it is easy to gather the user group of the product through social networking sites or vertical forums, apps, etc.
(2) The social scene of users consuming and using products in this category is strong, and the user group is a natural communication channel.
(3) There are many topics and content around this category, and users are very willing to share actively.
(4) This category has strong emotional attributes. Users buy products in this category to express strong interpersonal relationships and express strong emotional needs.
(5) There are many questions that need to be consulted and searched before and after the purchase of the product. There are many questions and topics about products before and after purchase. Professional questions about usage strategies need to rely on search, professional user forums and the opinions of friends around to make purchase decisions and provide usage help. If your product has always been very suitable for forum promotion, then usually the product has the characteristics of professional social interaction, and the evaluation of professional buyers’ opinion leaders is very suitable for you.
For example, beauty and hairdressing, personalized and segmented clothing, maternal and child products, outdoor products, geek enthusiast electronic products, home decoration, modified automobiles and motorcycles, wedding dresses, dresses, customized jewelry, pet users, photography and videography, photo frames and albums, travel products, etc., these categories or products have obvious social attributes.
If the category you are doing has one of the above characteristics, then there will be a certain space on social networking sites and platforms. If it has three of the above characteristics, then the social traffic is almost the source traffic of the category, not just the platform search. Personally, I suggest that you should do a good job in the basic operation of the platform store, have professional customer service staff, and do a good job in social interaction with old customers.