Which industries are suitable for focusing on the Xiaohongshu platform? Advertising intelligence analysis

In August 2019, Xiaohongshu, which has 300 million users, was required to be removed from the shelves for comprehensive investigation and rectification because it failed to deal with various marketing, advertising, and illegal notes in a timely manner. On October 14, Xiaohongshu completed its rectification and all products were restored to the shelves.

The removal of Xiaohongshu is not an isolated case. Many apps involved in UGC communities have had similar experiences. This is undoubtedly an important turning point for Internet products. Some have been unable to recover, while others have regained their glory. After more than two months, Xiaohongshu has completed its rectification and returned. Will there be any changes in the advertising content?

Some MCN agencies and Xiaohongshu bloggers reported that Xiaohongshu's review has become stricter , and some MCN agencies have even summarized the banned words on Xiaohongshu. In the past, the hot search terms on Xiaohongshu were often "enjoy slimming" and "Coach is the best", but now they may be " enjoy slimming drinks " and " Coach Dionysus bag ".

The following is an excerpt of Xiaohongshu’s Q4 advertising copywriting standards. Let’s take a look.

Although the review has become more stringent, which has had a certain degree of impact on bloggers and merchants, Xiaohongshu is still a core platform with a huge amount of traffic from the female group. According to iResearch data, the male-to-female ratio of Xiaohongshu users is close to 1:9 . Most of them are female users between the ages of 25 and 35 , mainly distributed in super first-tier and first-tier cities . They have high spending power and quality of life, and are happy to share every detail of their lives in the community.

Xiaohongshu’s ability to promote products is obvious to all. It has everything from celebrity endorsements, expert recommendations, and sharing by ordinary people. Girls can’t help but buy when bombarded with various notes. So what is Xiaohongshu’s advertising trick? Which industries’ advertisements are hot on Xiaohongshu? What are the creative styles of advertising in different industries? App Growing analyzes the advertising information tracked since Xiaohongshu was re-listed.

1. Introduction to Xiaohongshu Information Flow Advertising Resources

Xiaohongshu’s advertising resources mainly include splash screen ads, information flow ads and non-standard ad spaces. This article focuses on analyzing information flow ads .

Xiaohongshu's information flow ads are mainly divided into two types: picture and text notes and video notes . The presentation method is the same. Clicking on the information flow ad can jump to the native note page, and then clicking on the product link can jump to the product details page/store page.

Another form is to jump from the information flow advertising page to the information details page.

2. Xiaohongshu platform top 5 industry advertisements

According to mobile advertising intelligence tracked by App Growing, Xiaohongshu has focused on five industries since its re-listing : skin care and beauty, clothing, shoes and bags, education and training, home furnishings and wedding services. Among them, skin care and beauty still account for the majority, which is consistent with the fact that nearly 90% of Xiaohongshu users are female.

Female users are the "primary productive force" of impulse consumption. Influenced by the "refinement" and "sense of ritual" promoted by various media and their own pursuits, more and more women are beginning to pay attention to their appearance. Through some skin care and beauty products, women can change their mental state and gain satisfaction, so they are more easily persuaded to place orders quickly. This is one of the reasons why many skin care and beauty merchants are interested in Xiaohongshu.

3. Analysis of Advertising Creativity in Popular Industries

Xiaohongshu ads are generally very original and close to life. The ad copy mostly uses fresh and feminine vocabulary . The overall design of the material is strong, eye-catching and bright, highlighting the girlish feeling, which conforms to the aesthetic taste of the female group. The following will analyze advertising copy and advertising materials from the top five industries.

1. Analysis of skin care and beauty advertisements

1) Product type: mainly skin care products, beauty products, and toiletries

2) Copy word cloud:

3) Popular copywriting:

-American·Popular items comparable to big brands

-China·Queen of Hydration and Brightening Master

-Quick makeup setting, gauze water feeling, autumn and winter moisturizing water loose powder

-Great hair removal product, cool hair removal, say goodbye to embarrassment!

The advertising copy is concise and clear, emphasizing the country or region where the product is produced and highlighting the product's functions and effects.

4) Advertising materials:

The advertising materials are mostly in the form of posed photos of the product/selfies of bloggers showing the effects of using the product + fresh stickers/fonts. The pictures are exquisite and lifelike, and the sticker texts are mostly grass-planting and highlight the attractive points, such as "Caring Girlfriend", "Asked Twice a Week", "Super Comprehensive Science Popularization", etc.

2. Analysis of Clothing, Shoes and Bags Advertisements

1) Product type: clothing, shoes, bags, leggings, underwear, etc.

2) Copy word cloud:

3) Popular copywriting:

-China · Double 11 same price grab

-China·New American shoes are launched

- Life is a little bit of happiness, underwear is fresh and clean~

-Singapore · Full leather shoes inside and outside

4) Advertising materials:

The picture material shows the overall wearing effect and the brand, product number, price and other information of the matching items, highlighting the effect of the products in improving personal temperament and figure.

3. Analysis of education and training advertisements

1) Product type: Overseas study consultation, minority language learning, K12 education training, adult education, etc.

2) Copy word cloud:

3) Popular copywriting:

-Is it possible to develop art by studying abroad?

-If you are bored at home, why not put on headphones and learn to paint?

-What are the requirements for applying for art majors in American universities?

-What should I do if my child has poor expressive ability? Qukoucai helps you improve your expression skills quickly

4) Advertising materials:

The advertising material is still close to the style of grass-planting, and the style is similar to sharing of personal experience, which can better narrow the distance and attract clicks.

4. Analysis of home furnishing and decoration advertisements

1) Product type: decoration, design, furniture, etc.

2) Copy word cloud:

3) Popular copywriting:

-If you are planning to renovate your home, take 1 minute to read this quote before making a choice

- Whether it is rough decoration or renovation of old house, you will lose money if you exceed this price

-Quanzhou 3D decorative painting

-?How much does it cost to renovate a house? Come and calculate it for free~

4) Advertising materials:

The advertising materials display the decoration effects, mostly in Nordic and Instagram styles that women like. The sticker copy focuses on attracting points such as the whole house, low price, and free estimation.

5. Analysis of wedding service advertisements

1) Product type: travel photography, wedding dress customization, diamond rings, etc.

2) Copy word cloud:

3) Popular copywriting:

-The photos are beautiful and not expensive? Take a look at the latest price list for 2019!

-Click here to get the 2019 new travel wedding photo price list

-Wedding photos of Guo Biting and Xiang Zuo revealed! How much does it cost to get the same wedding photos as the celebrities?

-Support customized travel photography, customer photos and quotations for reference~

4) Advertising materials:

Wedding service advertisements generally emphasize customization, which is in line with the young group's pursuit of individuality and uniqueness. Wedding dresses and diamond rings mainly highlight the high appearance and price of the products. Wedding travel photography showcases travel photography in niche romantic countries such as Turkey, highlighting the romantic atmosphere. Weddings highlight celebrity-style wedding customization, which is in line with the young group's pursuit of new trends and high levels.

In general, Xiaohongshu’s current advertising style is similar to before, mostly in the direction of amateur notes, Amway notes, and soft advertising. The picture format is still small fresh pictures + sticker copy, the advertising copy caters to women's tastes, and skin care and beauty products emphasize the origin. Overall, it is more standardized and concise than before the rectification, and the content quality is strictly controlled.

To promote Xiaohongshu, please contact Qinggua Media official

Author: App Growing

Source: App Growing