On Mar. 2019, RED/XiaoHongShu launched a new function called “Hey (打卡)”. It’s similar to Instagram Story. Users can upload short videos recording their daily life through “Hey”. RED provides a lot of funny templates and you can add your own stickers or emoji.
To push this function, RED creates several interesting scenarios for example: Breakfast 打卡, Shop visit 打卡, Selfie 打卡 etc.
When you search related keywords on RED (for example “breakfast”), you’ll see a “打卡” button on top, encouraging people to record their daily breakfast. When you click in, you’ll see other people’s videos related to breakfast. Looking at this function as a brand owner, for example, a cereal brand can work with KOLs by sharing their breakfast and post on HEY - More options for your KOL campaign.
However, one problem of “Hey” function is that now it’s only available on iPhone. So Android users can’t use, or even see this function.
Comentarios