How Xiaohongshu’s professional brand account gained 30,000 followers overnight!

In recent days, the official account of Panpan Beverage, the "King of Volume" on Xiaohongshu, has caused heated discussions in the circle. Here, the author (Zhuang Jun) will talk about how Panpan Beverage can do a good job in social topic marketing on the Xiaohongshu platform. It is not just a technique to increase fans. By breaking down the hot topic of this event, what inspiration can the partners who operate Xiaohongshu get? Let's explore it next.

1. Xiaohongshu brand joint topic marketing

1. Hot Topic

This time, "Panpan Beverage Official" launched an interesting "event" on the Xiaohongshu platform. On February 8, the eighth day of the Lunar New Year, a screenshot of the chat record between the boss and the Xiaohongshu operation was released. The content showed a series of conversations caused by the boss's request to increase the number of fans by 50,000. Now it’s a note about increasing followers. This case is inspiring for those who are engaged in professional business operations.

2. Co-branding

A way for everyone to jointly divert traffic is to operate it. From the cover of his note, including the content presentation, you can see that in the comment section of this note, Panpan Beverage @ Kingsoft Document, Deli, Xtep, Panpan Food and other Xiaohongshu brand professional accounts, it can be seen that this is a brand joint topic planning, a common social topic marketing method in the Weibo era.

But it is not the type of grass-planting we have in the past. Therefore, when planting grass, sometimes it is not just about planting grass for products, but also about planting grass for an entire company, the interaction between the boss and employees, and increasing the number of fans is a KPI requirement (see the picture above).

Copy homework: If you don’t have such cold and rigid requirements for the official professional account, you can refer to the note-taking method of "Panpan Beverage Official". The above conversations were generated due to the KPI of increasing fans. In the future, it can also be the requirements for popular articles, KPIs for event planning, and various festivals, conversations between bosses and employees, and then interact with other brands, and even include it as one of the note types for each month.

2. Note content analysis

1. Panpan Beverage’s official topic notes: Woo woo woo! It's so hard for me!

(Pictures from: Xiaohongshu)

The title of a popular article on Xiaohongshu: The title "Wow! It's so hard for me!" is an emotional note, which creates suspense for readers and leads to the topic: What kind of content makes the blogger express such emotion? Curious netizens will click in to find answers to their curiosity. Take notes, folks. It will make you feel immersed in the story in case you need them someday.

Cover of Xiaohongshu’s popular article: The cover uses the form of a chat record to explain the title, implying “this is the answer”. Xiaohongshu influencers are often more attracted to this kind of content. After all, this popular article has caused internal competition among companies. A novel way that suddenly becomes popular in the circle will inevitably lead to a wide range of such various promotion methods.

At the same time, the final result brought about by the subsequent influence is put on display, which greatly confirms the traffic brought by "selling misery".

The popular content of Xiaohongshu: The content uses retreat as a means of advancement, using the pressure of the boss giving an unfinished task as a reference, and the impossibility of the task as a highlight of the theme. "Why don't I pack up and leave? It's not too late now" can reflect the blogger's complicated mood at the time. In the end, he completed his unfinished task in a "pitiful" way, "begging netizens".

The last and most attractive one is "big gifts for reaching x fans" to attract netizens and cause controversy.

Interactive comments on Xiaohongshu: The choice of the "big gift" was finalized based on the trend, and the heat flow was directed just right, attracting more than 7,000 netizens to comment and increasing traffic to the note. If it is this kind of corporate cooperation, you can also @ the partner to drive netizens to interact and grasp the traffic code.

Copy homework: This note is a typical representative work of turning pressure into motivation. If a note goes viral, summarize and analyze the reasons in time, and rush to write the next one with a similar topic. If it goes viral, it means that fans are willing to read it and the platform recognizes it. So keep up the good work, and there is a high probability that the data will be good. Of course, it cannot remain unchanged. Ideas and "scripts" are very important.

2. Notes on the topic of magic colors: Panpan! Why did you want to be seen by my boss!

The title of a popular article on Xiaohongshu: The title is "Panpan! Why did you want to be seen by my boss!" This is more or less a bit resentful. "Pan Pan!" Directly call out to the original author, grasp the source, take advantage of the popularity in time, and attract traffic to yourself. Smart operators should have seen through the operation of this call, so why not quickly circle it.

Cover of the popular article on Xiaohongshu: The blogger is very smart. Based on his own "script", he also mentioned Panpan. While following the trend, he did not forget to add some "ingredients", which can be said to be the finishing touch. At the same time, it plays a role in joint promotion. Being suddenly cut off by my boss also resonated with many operators (luckily my boss didn’t see it, otherwise I would have been under the bridge).

The content of the explosive article on Xiaohongshu: from the planning of the title, to the contrast of the content, to the blogger's own passivity, all perfectly expose the blogger's helplessness. Is the internal circulation of the enterprise so serious? The blogger expressed his speechless incident, but at the same time did not forget to promote his own products and used it to end the topic.

Interactive comments on Xiaohongshu: We can see that "Panpan" is speaking in the comment section. First of all, it is an interactivity between enterprises. In this case, it does not rule out that the two enterprises are interconnected and attract traffic from each other. It can also be said that the enterprises are connected, helping each other and completing the traffic. Secondly, it is "borrowing swords from straw boats". Enterprises use the promotion of other enterprises' articles to increase the promotion of their own articles.

Copy homework: When encountering such topical hot notes, the operator should think carefully about how to draw inferences from one example. The sudden popularity of the notes is not accidental. It is necessary to summarize the secrets from them, what kind of inspiration should be obtained and how to cleverly use this inspiration. In terms of title, content, topic and how to substitute it into their own products, all the masters should think about it.

3. Content planning of enterprise professional accounts

(Data source: Xinhong Data)

1. 44 new notes added in the past 30 days

Note Type:

• 50% are commercial poster notes (data is poor)
• 20% Minnan dialect interactive notes (data difference)
• 5% topic chat screenshot notes (good data)
• 20% single variety grass notes (poor data)
• 5% Strategy Tutorial (Data Difference)

From the above, we can see in detail that the number of notes in this enterprise account is 128, and the types are mainly graphic notes, and the content tends to be commercial. Our Panpan’s personal profile is even more novel. While focusing on her main business, she also does not forget to develop a side business. Of course, this is also a kind of publicity effect.

2. Notes from the past (not very well exposed)

Panpan’s partner in operating Xiaohongshu originally wanted to use tutorials to implant his own brand, but if the tutorials were too simple, Xiaohongshu users would remember them immediately and would not collect them. Without collection, the content traffic would not be fissioned.

If you are taking notes for strategy tutorials, what other references can you use?

Because the operation process of the guide and tutorial notes of Panpan Drinks is too simple. If the previous 6 juice tutorial note videos are combined together, the strategy will have a higher chance of being collected and commented on, making it easier to produce a popular article .

For details, please refer to my previous article "The Secret Code for Hot Article Traffic".

3. Being rated as "Your official account is so active that it looks like a fake account"

Enterprise accounts must make comprehensive plans when entering Xiaohongshu. Unlike personal accounts, it represents the overall tone and style of the company and brand and is a window for displaying corporate culture. Style is based on the video content, while personality is based on the overall account operation system. Style generally serves the personality .

"Panpan" fits in very well, creating a lively and cute image for netizens. She mingles among netizens and gives Xiaohongshu users a sense of friendliness. The purpose of creating a personal image for a Xiaohongshu account is to show personality traits that trigger user interaction and make people popular. Correspondingly, the purpose of building a corporate account’s personality is to accurately convey the corporate philosophy through account content and make users recognize the brand .

4. Data

(Data source: Xinhong Data)

Take a closer look at this data table, which is a comparison of the official author Panpan’s 10 recent notes. Obviously, the number of likes, comments and sharing rates have been significantly improved, with 14,900 likes, 657 collections, 7,648 comments, and 663 reposts.

How do companies conduct correct traffic diversion? Let's put aside the general big data analysis and delve into the topic of "Why did the number of fans increase by more than 30,000 in a short period of time?" This is a question that all companies' professional operations should think about and practice for a long time. All Xiaohongshu authors can carefully study the data overview and make comparisons.

(Data source: Xinhong Data)

From this general overview of the official corporate account of Panpan Beverage, we can see that the number of fans is 36,600, the total like rate is 30,800, and about 130 notes have been published in more than two years. However , the early data has not been ideal. This has brought certain frictions to the company's publicity. The brand cannot get good publicity, and users cannot get an accurate positioning of the brand, so it cannot play a stimulating role .

Judging from the popularity influence in the above set of note data, "King of Curls" Panpan should have some ideas.

4. Final summary

When brands on Xiaohongshu jointly launch topic activities, they can indeed increase each other’s followers and create hot topics. But in the end, in order to make the best use of the brand’s Xiaohongshu “account assets”, it is still necessary to provide practical value. If it is purely for emotional value, it will become an entertainment account. Pros and Cons

When planning your Xiaohongshu account, you must think about the proportion of your content and the purpose of each note, but don’t forget to plant grass and attract traffic in the end. Through data tools, we can better see the data feedback.

The friend who operates Xiaohongshu collected this small case.

In another three months, if I plan a wave of my own, I will be able to stand out from the crowd.

Author: Zhuang Jun

Source: Zhuang Jun Xiaohongshu Marketing