How can brands use Xiaohongshu’s lucky draw to acquire customers at low cost?

Speaking of lotteries, I believe everyone is familiar with it. Many brand accounts and personal accounts will increase their followers through lotteries.

Because lottery draws are usually accompanied by restrictions such as following, forwarding, and liking. Even if there are no restrictions, users will have the idea that more interactions will make it easier to win, so lottery draws are one of the fastest ways to increase followers.

Many brands use raffles to open up the market and acquire customers at low cost, and to find potential and accurate users. Raffles are also a good channel to give back to user fans.

However, Xiaohongshu’s lottery function is still very restrained compared to Weibo. For example, personal accounts cannot participate in the lottery, and corporate accounts can only participate once a month, and it is not without thresholds!

Last month, Xiaohongshu announced that the Xiaohongshu lottery , which has been criticized by users for being useless, will be fully upgraded. The lottery function is now officially updated and launched!

So what are the changes after this update, and how can brands play the lottery after the update?

1. Low threshold to open benefits

After the update, as long as you have a professional account (including personal professional accounts and corporate professional accounts) and the number of fans is ≥1000 , you can use the lottery function.

This means that personal accounts can also start to participate in lotteries openly and legally. The lottery function is no longer exclusive to enterprise accounts , and the threshold for enterprise accounts to activate the lottery function has also become lower . It is no longer the previous cumbersome requirements of 7 consecutive days of logging in, less than 10% of violation notes, and more than 5 compliant notes.

2. No threshold to participate in the lottery

This shows that Xiaohongshu pays more attention to content. Users who manage Xiaohongshu carefully and bloggers who produce high-quality content are more likely to increase their followers.

3. Increase the number of lucky draw entries

The new lottery function has increased the maximum number of winning places in a single lottery note from 10 to 1,000.

The substantial increase in the number of single winning places will allow our raffles to allow more new users to experience it and provide better rewards to old users, allowing merchant brands to gain more exposure .

4. Increased number of draws

After the lottery function was updated, the chances of a personal account lottery increased from no chance to once a month , while the chances of a professional account corporate identity (including individual identity) increased from once a month to three times a month.

The increase in lottery opportunities also gives brands more opportunities to reach potential users at a low cost .

After the revision, the threshold for participation in the lottery has become lower, which will inevitably lead to an increase in the number of people participating in the lottery. In order to protect the rights and interests of the brand lottery, Xiaohongshu will intercept users who frequently participate in the lottery to ensure the brand's lottery effect and fairness.

After the lottery function is updated, the lottery can no longer be linked to three consecutive draws. Does that mean our lottery is meaningless?

Probably not.

Although the updated lottery cannot restrict users from following, liking, collecting and commenting, that is, it cannot force users to follow, like, collect and comment, but now that the new rules have just been released , users will still habitually follow, like and comment , and it takes a certain period of time to adapt.

Users participate in the lottery. Judging from past experience, many users will be influenced by the idea of ​​Weibo lottery, for example: following brand accounts and interacting more will increase the chance of winning.

Or if users are very interested in the prizes and want to check the lottery information and prize draw results in a timely manner, they will follow the brand account, so it is still beneficial to increase fans.

From the current perspective, it will take at least 1-2 months for most users to become familiar with the new regulations. During the Double 12 promotion period, we can make good use of the increased number of draws and functions to reap the benefits and further expand our brand voice.

This time the lottery function has been updated, the number of winning places for a single lottery note has been increased from a maximum of 10 to a maximum of 1,000, and the number of times a month for enterprise accounts has been changed from once to three times a month.

Although the threshold for participating in the lottery has been lowered and the prizes are required to be physical objects, there are no specific regulations on what the physical objects must be.

Looking at it from another angle, can you use this update to promote your own brand products in disguise?

1)

The lottery notes set up 100 winning places, and randomly draw 1-2 places from them to give away products with higher value and that more people are interested in , so as to attract more people to participate and create opportunities for themselves.

2)

a. If the brand has already been launched on the platform and has product samples, you can give away product samples for users to experience first. After users use them, if they think they are good, they will naturally repurchase. You can also directly harvest users who have been attracted to the product but have not yet bought it , and even trigger sharing by tap water.

It can also provide an additional direction for the release of notes, allowing some amateurs to discover such useful things through sample trials, thereby creating a sense of reality for the planting of grass , such as: "Wow! Such a useful thing, and I just know about it now!"

b. If there are no product samples, we can also create opportunities to customize branded small gifts and branded small cards or product brochures and other promotional materials to leave a deep impression on users . When users want to buy products of the same category, they will think of your brand first.

You can even attach small cards and add WeChat or Weibo to participate in more welfare activities, which can not only reach the precise group of people but also attract traffic .

Some students will definitely have questions, will my things be given away for free?

Although the threshold for participation is low, you should think that users who participate in the lottery are bound to be interested in your products and are potential users of your brand products.

Now you can reach users at a not-too-high cost. Although you may not be able to seize the opportunity, it is also an opportunity for low-cost exposure . (Whether it can impress people depends on what the brand gives and who receives it)

This is when the selection of prizes becomes extremely important!

The gift selection should try to cater to the preferences of the target group of the brand products.

For example, if the brand's products are aimed at users aged 20-30, then choose the products that are most suitable for them and capture a part of the population first !

It would be best if people would think: “It looks great! I want one too. Even if I can’t get one, I’ll still spend money to buy it.” This would be the best effect.

The content of the lottery notes should be authentic , arousing the user's "desire" . The cover should highlight large words such as "free", "favor fans", "benefits", or use a very high-level picture as the first picture, seizing all opportunities to increase the number of lottery participants and expand exposure.

The lucky draw will definitely attract many people to visit the homepage!

So you need to pay attention to the content of your account ! Accounts can pin notes that are most attractive and motivating to users. For example, brand stories, beautiful pictures, or popular articles in the past.

In addition to the product itself, notes can extend the introduction of related content, share positive and optimistic lifestyles, and the interesting daily office life of corporate employees to gain user favor.

You can also share practical knowledge related to the product to increase the brand's professionalism in the field, so that users can be unexpectedly instilled with brand awareness while receiving input.

Remember that although it is an official account, the tone and wording cannot be too official. After all, most of the users on Xiaohongshu are young people. Using memes and interesting language can bring users closer . The comment area must also be well maintained . Reply to fans more often when time permits, which can activate fans, maintain their activity and increase stickiness .

Q: How to use the lucky draw function?

A: First, go to the PC background of the professional account (pro.xiaohonghshu.com), Marketing Tools - Enable the lucky draw, then go to the Release Notes page - Advanced Options, set it up and you can use it.

Q: How long can the lottery cycle last?

A: It supports customization. From the start of registration to the end of participation, the longest activity can be set to 30 days.

Q: Are there any restrictions on prize settings?

A: Currently, we only support prizes that can be shipped, that is, physical items. The value shall not exceed RMB 50,000.

Q: Are there any requirements for delivery time?

A: If the delivery information is not uploaded within 30 days after the prize draw, the platform will handle it as a delivery violation (the lottery rights will be disabled for one month)

Q: How long does it take to collect information from winning users?

A: The link filled in by the user with winning information is valid for 7 days. If it is overdue, the winning qualification will be cancelled and there is no need to ship the goods. After the prize is drawn, the platform will automatically send a message to fill in the link to the user. The brand can also send a private message to remind the user again to increase the user experience.

If you have any opinions or questions about this update, please leave a message in the comment area for discussion~

Author: Public account Bobo opens a small stove

Source: Bobo's Kitchen