8 suggestions for advertising on Xiaohongshu!

By reviewing the 2021 520 marketing data and referring to the "Insights into New Trends in Her Economic Consumption in 2022" report, this article has sorted out 8 Xiaohongshu 520 marketing suggestions for your reference, including new trends in her economic consumption, the 520 golden 13 days of promotion, and 3 major factors to improve brand investment efficiency .

01 520 Industry Marketing Boom - New Consumption Trend of Her Economy

Which industries are more suitable to participate in Xiaohongshu’s 520 marketing?

Figure丨Fruit Collection · Qiangua Data

Guoji Qiangua data shows that from April 1 to May 31, 2021, the 520-related notes in the five major industries of accessories, bags, beauty, pets, and home furnishings ranked at the top in relative proportion.

Especially in the beauty, home furnishing and accessories industries, the number of 520-related notes (both exceeding 10%) and the relative proportion are both ranked in the top 5, and they are the main force of Xiaohongshu's 520 marketing.

Beauty Industry

For a long time, the public's impression of Xiaohongshu was that it was a search engine that made women more beautiful. Domestic and foreign beauty brands have been promoting their products on Xiaohongshu, using it as an important bridge to open up the Chinese consumer market.

Figure丨"Insights into New Consumption Trends in Her Economy in 2022"

"Insights into New Consumption Trends in Her Economy in 2022" shows that during Women's Day in 2022, sales of Xiaohongshu content and Douyin and Kuaishou platform products such as makeup sets, beauty instruments, and eye care all increased to varying degrees. Users are more pursuing convenience (home use) , scientificity (set combinations) , and refinement (local care) in their beauty consumption.

At the same time, the sun protection content on Xiaohongshu increased by 176% month-on-month, becoming a user demand that cannot be ignored in brand summer marketing.

Accessories and bags industry

In the 520 consumption scenario, accessories and bags become important choices for gifts.

Figure丨"Insights into New Consumption Trends in Her Economy in 2022"

This is exactly the same as Women's Day marketing. In the apparel and fashion industry (bags, accessories, copies, shoes, etc.) , keywords such as jewelry, bags, watches, necklaces, and rings rank at the top. Fashionable and popular elements are the core points that attract users to place orders. Products that can demonstrate emotional value and cultural concepts are more popular with users.

Home Furnishing Industry

The rapid rise of the home furnishing industry is an important turning point in Xiaohongshu’s user consumption.

Figure丨"Insights into New Consumption Trends in Her Economy in 2022"

"Insights into New Consumption Trends in Her Economy in 2022" shows that women's consumption is not just about "pleasing themselves". While demonstrating their self-worth, they pay more attention to family consumption and pursue quality life. Brands need to understand the diverse needs of users and seize the large amount of traffic in the "family" scenario.

In industries such as pets, home appliances and digital products, there are relatively few 520-related notes, but they account for a large proportion in this industry. Marketing nodes such as 520 have become important opportunities for brands from emerging and high-growth industries to enter Xiaohongshu.

02 520 promotion plan - the golden 13 days to trigger traffic

Figure丨"2022 Qiangua Brand Marketing Decision Plan"

Xiaohongshu's node marketing can be divided into three stages: watering and water storage period, traffic explosion period and return consolidation period. The traffic varies slightly according to different nodes.

Xiaohongshu Notes Delivery

Figure丨Fruit Collection · Qiangua Data

Guoji Qiangua data shows that during the period from April 1 to May 31, 2021, the 520-related marketing notes were divided by the peak on May 20. The left side continued to grow until it exploded, and the right side first experienced a cliff-like decline, and then gave full play to the long-tail traffic advantage of Xiaohongshu to continue to extend.

The golden period of Xiaohongshu’s 520 marketing is about 10 days, that is, from May 10th to May 22nd, 520-related notes accounted for 68.70% (520-related notes accounted for more than 2% every day) , which is an important stage of Xiaohongshu’s 520 marketing traffic explosion period.

Brands with more ample budgets can make full use of the characteristics of Xiaohongshu's node marketing, and launch explosive campaigns within a period of about 10 days to seize the 520 traffic peak.

Small and medium-sized brands can also choose to avoid the limelight, stagger their investment during the water storage period and the return period, and harvest more traffic when the node traffic is not tight.

Xiaohongshu live streaming

According to the data from Guoji Qiangua, from April 1 to May 31, 2021, live streaming with merchandise accounted for 29.11%, which means that on average one out of every three live broadcasts on Xiaohongshu was a live streaming with merchandise.

Figure丨Fruit Collection · Qiangua Data

Live streaming with goods has become a daily routine on Xiaohongshu and is not significantly affected by marketing nodes, but is more affected by traditional holidays and has ups and downs (the number of live streaming sessions with goods on holidays has decreased) .

On the one hand, Xiaohongshu’s live streaming is mainly based on infiltration and daily promotion, and it pays more attention to the overall coordination of product effect;

On the other hand, there is a lot of room for growth in the live streaming traffic of Xiaohongshu’s node marketing.

Appropriately increasing the number of live broadcast rooms, especially increasing the number of live broadcast sessions of brand enterprise accounts, will be more conducive to obtaining live broadcast traffic and achieving better results.

03 Three factors to improve investment efficiency ratio - high traffic return

Starting from April 20, 2022, Xiaohongshu platform will launch "Brand Violation Points", which will become an important factor affecting 520 and even 618 marketing

In addition to Xiaohongshu’s new “Brand Violation Points” rule, note type, content keywords, and public opinion guidance will all affect the note effectiveness ratio.

Note types with high traffic returns

At present, most Xiaohongshu brands have entered the content marketing 2.0 stage (both strongly related content and weakly related content are delivered) .

Figure丨"2022 Qiangua Brand Marketing Decision Plan"

Brands in their early stages mainly use highly relevant content to promote their products. But for more mature brands, how to reasonably allocate the proportion of strongly related content and weakly related content becomes the key to improving the investment-efficiency ratio. Looking back at Xiaohongshu’s historical data can effectively optimize the next stage of content promotion.

Take a certain maternal and infant brand that ranked No. 1 in business note interactions from April 1 to May 31, 2021 as an example.

Figure丨-Xiaohongshu Commercial Launch Analysis Report

Guoji Qiangua data shows that in the TO5 note categories of this maternal and infant brand, strongly related content: pregnancy and childbirth experience, mother experience, and baby products note categories account for a total of 41.45%, and the note category interaction volume accounts for 25.86%. The investment-effectiveness ratio of strongly related content is relatively low.

Weakly related content: Content categories such as dressing and skin care account for a small proportion, but the proportion of note analysis interaction is higher, and weakly related content has a higher investment-effectiveness ratio. (Note: Due to the differences in the number of fans and quotations of the influencers who post notes, in actual application, it is more in line with the actual situation to compare the unit interaction costs of different note categories (unit interaction cost = delivery cost/note interaction volume) .

In addition to strongly related content and weakly related content, there will be differences in the investment-to-response ratio even at the same content stage. In the strongly correlated content classification, the ratio between the maternity experience classification and the interaction ratio is close to 1, and the ratio between the infant experience notes classification and the interaction ratio is even less than 0.5.

The maternal and infant brand should deploy more weakly related content, and the strongly related content should start more from the pregnancy and childbirth experience.

When brand-related notes cover many types of notes, this method can be used to quickly lock in the note types with higher traffic returns and further analyze the content of the notes.

Content keyword deployment

Picture: Xiaohongshu

Data from Xiaohongshu in February 2022 shows that 55% of users prefer to browse for recommendations in the information flow. 45% of users prefer to use search to assist in decision making.

The deployment of content keywords is centered around two major usage scenarios: user browsing and searching.

Figure丨"2022 Qiangua Brand Marketing Decision Plan"

The methodology on how to extract high-quality content from competing products has been discussed in the article "Xiaohongshu Nanny-level Tutorial | How to Make Brand Marketing Decisions in 2022". Brands can conduct in-depth research from three major directions: keywords, scenarios and consumer pain points.

Scenario-based content reaches users through information flow browsing, while keywords such as category words and consumer pain points reach users more through search scenarios. From browsing to searching, each level influences the user's consumption decision.

04 520 Brand Marketing Suggestions

The 520 marketing is about to enter a critical stage. Xiaohongshu brands need to pay attention to the following points:

• Women’s consumption is not just about “pleasing themselves”, but they are more concerned about family consumption needs. Brands are paying attention to seizing the large traffic in the “family” scenario.
• Women are more pursuing convenience, scientificity and refinement in their consumption, and fashion elements and emotional values ​​are still the only choices to impress women.
• Advantageous industries such as beauty, accessories, bags, and home furnishings have become the main force of 520 marketing, and emerging industries such as home appliances, digital products, and pets have completed a new round of entry with the help of Xiaohongshu's marketing nodes.
• May 10th to May 22nd is the golden period of traffic for the 520 promotion. Top brands should seize the traffic peak; small and medium-sized brands can avoid it and harvest traffic during the water storage period and the return period.
• Live streaming on Xiaohongshu has become a daily routine, and there is a large room for harvesting traffic. Brands can appropriately increase the investment in live streaming rooms.
• By classifying notes with strong and weak correlations and analyzing the proportion of interactions, you can quickly identify note types with higher traffic returns.
• Content keyword deployment should cover the two major usage scenarios of browsing and searching, and influence user consumption decisions step by step.
• There are some clever ways to guide public opinion in a positive direction and give reasonable responses to negative comments, which can help reverse the negative image.

Related reading:

Xiaohongshu blogger’s money-making rules!

The brand marketing code of Xiaohongshu!

Guide for travel businesses to make the most of Xiaohongshu notes!

Xiaohongshu’s ROI is terrible. Brands should check themselves for these 11 pitfalls!

How to determine whether the Xiaohongshu account has been restricted? Xiaohongshu flow limiting solution

Author: Qiangua Data

Source: Qiangua Data