When you log on to social media such as Little Red Book or Douyin in China, there is always one fashion hashtag coming back: OOTD. What is exactly OOTD? The term OOTD means “Outfit Of The Day” and is used by netizens to describe a fashion outfit or a daily look. If you are an Instagram aficionado, this hashtag was already used on Instagram back in the day.
But in China, it is way more than a regular daily share.
In this article, we will discover what is behind the OOTD virality on Little Red Book, how to leverage the OOTD trend, and how to generate leads and build a community on Chinese social media through that trend.
The effective strategy to position your brand on this trend is:
- Partnerships with Chinese influencers, including KOLs and KOCs
- Advertising of lookbooks and outfit inspirations on Chinese social media
- Customized hashtags on dedicated platforms to build a community
The OOTD Trend is Most Popular on Little Red Book
Little Red Book (or Xiaohongshu in Chinese) is a social media in China – a mix between Instagram and Pinterest. The main consumer categories on the platform are luxury, fashion, travel, lifestyle, and baby products. Since fashion is among the top categories, of course the “outfit of the day” was among the top trends.
The Virality of OOTD Hashtag Reached 1.9B Views on Little Red Book
When you check your feed on Little Red Book, the main content is outfit inspiration. The optimized content and related hashtag mentioning “OOTD” can immediately boost any content on Xiaohongshu. Today, the hashtag #ootd is reaching 1.9 billion views on Little Red Book with tons of new pictures shared every day.
On the visual above, you can see that the OOTD trend is catching both men and women. It is including both famous international brands and minimalist design with no logo. The majority of Little Red Book users check carefully this type of content to get inspiration for their own outfits. With a total number of 300 million active users, this social media is the best tool to leverage if you are a fashion brand in quest of exposure in China.
How to Leverage the OOTD Trend for Your Fashion Brand in China?
When we talk about a trend, the OOTD is actually a regular content type. It means that this trend will not fade but will be firmly incorporated into Chinese netizens’ lifestyles and habits. Hence, it is key for fashion and luxury brands to incorporate the OOTD trend in their strategy for long-term success.
1. Partnering with Fashion Influencers to be Part of their OOTD
The top strategy to benefit from this 1.9 billion views, is to be quoted on OOTD posts. By chance, a Chinese user could showcase your brand in his/her next outfit. But otherwise, you would need to force fate and pay influencers to incorporate your brand in their outfit of the day. With this strategy, you have the chance to connect with a community that has the same passion, appeal, and values.
In other words, you can work with the person you want:
- Would you like to partner with a Chinese influencer or a Western influencer?
- Would you like to be incorporated in an OOTD more streetwear or more elegant?
- Would you like to be worn in Summer or Winter?
With all these questions in mind, you can come up with a customized campaign to reach out to your key consumers. Depending on your product category and brand positioning, here are some ideas to build your next campaign.
2. Share LookBooks and Outfits Inspiration Online
You can combine your influencer marketing campaign with direct content creation. You can set up an official Little Red Book account for your brand and link the content of influencers and users to your account. In the meantime, you can create your own inspirational posts to share on the platform. Some brands will share directly their lookbook and some brands will create customized OOTD posts with outfit inspirations from their different collections.
3. Build Fashion Community in China around Customized Hashtags
This is the final touch to your OOTD strategy. Another tool of Little Red Book is to create customized hashtags. Instead of using #ootd, you can create your own hashtags like #WomeninRed or #FearlessinMarni to drive engagement from your audience. It is not only about sharing regular content, it is about building a community around a common fashion topic. For this, the inspiration is never-ending: colors, materials, symbols, brands, and seasons. You can find any marketing idea to build your community around a common hashtag and a common style.
Want a creative campaign for your own brand?