Analyze the Brand Marketing Strategies on the RED Platform, including Practices and Effects in KOL Cooperation.

Abstract

Nowadays in the modern world, shopping is experiencing a trend of advertising and marketing more online. Several social apps also involve marketing, and the brand started to promote themselves by gaining a reputation on those platforms with popularity as well as being acknowledged among the public. A popular way is to cooperate with those KOL. However, the effects of those strategies vary between different consumer groups. First, the background of the RED is introduced. This famous social media app RED contains several problems that affect the impacts. Second, according to the analysis, the main problems are a lack of operational capacity and information low quality and low diversity. Finally, several suggestions are given to improve the marketing strategies being used and help brand promotion be more successful, while the work of those KOL becomes more effective. The author also considered the special consumer group involved in the app RED and make matched suggestions according to this.