50 articles on the operation and delivery of Xiaohongshu brand accounts

Although I am writing about how brands should operate the Xiaohongshu platform, I must emphasize before I begin that it is rogue to talk about the operation of any specific platform without considering the brand's overall content strategy!

For a brand, the operation and deployment of social media platforms are like a local battlefield in a big battle.

As a brand, the formulation of content and media strategies is the core of the entire market campaign, and then in the local battlefield, firm and fierce execution is most closely related to the achievement of the final effect.

Understand the platform rules, determine the rhythm of local battlefield delivery, and don’t worry about the gains and losses of a city or a pool. If any kol (including top Vs, such as Li Jiaqi and Mimi Meng) fails in delivery, your entire plan will be damaged, and you will not even dare to deliver the next time.

That means the entire marketing department from top to bottom has a gambler's mentality, hoping to make a big profit. Such a brand will most likely find it difficult to succeed on social media.

Specifically on the Xiaohongshu platform, individual operators need to understand the platform rules. Similarly, brands also need to understand the platform rules. In this way, whether you are operating the platform yourself or looking for suppliers, you can clearly know what can and cannot be done, so as to carry out market planning and execution efficiently.

In fact, what drives brands crazy the most about Xiaohongshu is that it gives brands too many operational functions. This is inevitably related to Xiaohongshu's strategy of being both an e-commerce company and a content community.

But there is no way. It is difficult for us to avoid Xiaohongshu on the topic of "planting grass", so all we can do is to gradually understand it. Below are 50 experiences about brand operation on Xiaohongshu .

1. As a brand, you should know that there are three backends that can be logged in on Xiaohongshu. They are: brand partner backend, brand account backend, and brand mall backend.

2. Similar to Zhihu institutional accounts, Douyin Blue V, and Weibo Blue V, there are also certified accounts for brands in the Xiaohongshu community.

If you want to do promotion on Xiaohongshu, a brand account is a very important prerequisite (I can’t say it for sure, haha, because after all, there are special industries, so I’ll talk about it last).

3. The more important role of brand accounts:

• Brand accounts output daily content, but one thing to note here is that, unlike WeChat public accounts, the content of Xiaohongshu’s brand accounts can only be edited and published on mobile phones, and the content cannot be edited in the PC background.

• Search results will be given a higher weight display

The authority to promote notes is the function that most brands are most concerned about. Because of the Xiaohongshu collection system mentioned earlier, brands that have not reported on Xiaohongshu will have a very low content inclusion rate regardless of whether they are looking for amateurs or brand partners for promotion, resulting in a large amount of traffic waste.

Therefore, applying for a brand account is the first step for a normal brand to promote on Xiaohongshu.

The data analysis support for the delivery permissions of information flow performance ads allows you to see the growth of your brand’s fans and the likes data of your notes in the background of the brand account. More importantly, you can see the data of the brand partners in the advertising cooperation.

4. To apply for a brand account, enter the brand account backstage to apply. Not many materials are required, but it should be noted that Xiaohongshu requires the following prohibited industries:

In addition to pornography, gambling and drugs, which are banned everywhere, tobacco (including e-cigarettes) and feng shui are also banned industries;

The medical and health industry only supports the health care products industry and daily medical devices (only contact lenses and beauty devices are supported), and nothing else is supported.

Therefore, the medical beauty clients who often come to us have basically no chance to open a Xiaohongshu brand account through normal channels;

Virtual currency-related ban, Internet finance industry ban;

The gaming industry requires a software copyright registration certificate + version number;

The above Xiaohongshu prohibits institutions and companies from applying for brand accounts. As individuals working in the industry where Xiaohongshu brand accounts are banned, you can create your own account, but the content published must be very soft and have some substance, otherwise it will easily be judged as illegal content, resulting in a reduction in the account weight.

5. The certification fee for a brand account is 300 yuan, and the certification is valid for 1 year. An annual review needs to be completed every year.

6. Xiaohongshu has very strict requirements for trademarks, requiring that the registered brand must be an R mark, and the TM mark basically cannot pass the review.

7. In the brand account, you can choose to bind the brand’s store on Xiaohongshu. In this way, when you view the brand account on your mobile phone, the brand’s store on Xiaohongshu will also be displayed.

8. I have to complain here. It seems that Xiaohongshu has completed the closed loop from content production, content search to purchase decision in its own ecosystem. All traffic is converted into consumption on the platform, and there seems to be no waste of traffic.

But there is a huge problem with the logic here! I remember what Cao Da (public account caoz’s Dream) shared before, even giants will not do everything by themselves from the beginning.

Xiaohongshu is currently involved in everything from content to e-commerce, which means that it needs to rely on a lot of costs to maintain two business modules in completely different directions. The difficulty of this can be imagined.

One of the most serious problems facing Xiaohongshu stores at present is that users have a serious lack of trust in Xiaohongshu's e-commerce as a whole. Coupled with the heavy investment of other e-commerce platforms in the field of overseas shopping (Tmall Global, Vipshop, Pinduoduo), and the weakness of Xiaohongshu's own supply chain, it is difficult for users to ensure low prices and genuine products on the Xiaohongshu platform, and thus it is impossible for users to continue to make purchases on the platform.

Therefore, the overall conversion rate of Xiaohongshu e-commerce stores is not very ideal at present. It has become a common phenomenon that customers have been exposed but not converted.

9. Although Xiaohongshu’s e-commerce business is not outstanding, we cannot deny the value of a platform with 30 million daily active users to a brand.

Xiaohongshu's community is still there, and the platform produces more than 400,000 notes every day, which still has a strong impact on users.

10. Just like operating personal accounts, brand account operators should also pay attention to "Shu Guanjia" before starting to output content. Shu Guanjia will publish some relevant rules for brand accounts while publishing rules for personal accounts.

11. From the perspective of merchants and brands, understand the definition of "promotional notes" in the Xiaohongshu ecosystem, which has been mentioned in the 50 tips for personal account operations.

Simply put, any content that brands and businesses can think of to induce users to promote their products (sweepstakes, forwarding, paid promotion, etc.) can basically be classified as Xiaohongshu's "promotion notes."

Xiaohongshu does not restrict brands and businesses from conducting marketing through promotional notes, but they need to comply with certain community rules.

12. Generally speaking, Xiaohongshu community platform has three basic principles, which are used to influence the inclusion, emergence and ranking within the community.

• Delayed ranking mechanism
• Data review mechanism
• Content review mechanism

13. Delayed ranking mechanism. Xiaohongshu users post a lot of notes every day. In order to prevent the note rankings from fluctuating too quickly, the comprehensive ranking of each keyword in Xiaohongshu will be refreshed within a period and displayed with a delay instead of in real time.

14. Data review, as the name suggests, is to review whether data such as likes and comments are true.

Similar to the completion rate of Douyin, Xiaohongshu will also judge the reliability of user data based on the time users stay on the note page. For excellent content notes, users will turn to the last page and read them carefully, which will also gain more exposure within the community.

15. Content review mainly focuses on detecting illegal behaviors such as guidance, inducement, and marketing.

16. Currently, there are three channels for publishing promotional notes: Xiaohongshu brand partners, amateur accounts, and the brand account itself.

Brand partners must use the brand partner reporting system to publish promotional notes. Simply put, it means that there needs to be an extra option when the KOL selected by the brand publishes a note.

17. The final effect of the brand partner’s promotion notes on the Xiaohongshu page is as shown in the figure below.

In order to complete the transaction closed loop in the Xiaohongshu ecosystem, a brand partner can easily add links to the brand's products in the Xiaohongshu store when reporting brand cooperation with Xiaohongshu.

In addition, you can add relevant brand tags to the picture, and click the tag to directly enter the brand's store page on Xiaohongshu.

18. Xiaohongshu is very strict in protecting its own traffic. Therefore, no matter what promotional notes the brand publishes within the Xiaohongshu ecosystem, it is not allowed to include traffic diversion information in the content and comment area, especially it is not possible to divert traffic to any e-commerce platform or social platform other than Xiaohongshu (Taobao Tmall, Pinduoduo, WeChat).

It is not possible to reply to the user’s WeChat ID or Taobao store name in private messages (this can be solved by using special characters, but it will greatly affect conversion).

Don’t ask your suppliers to open Tmall stores or landing pages anymore. This is the platform rule. Be clear about the characteristics of the platform and don’t waste time on such laborious and fruitless things.

19. The selection of brand partners, in simple terms, is the selection of big V internet celebrities on Xiaohongshu. For brands, there are several key points to consider when selecting KOLs.

• Where to find partners
• How to judge whether this is an excellent partner KOL
• If you get a relatively low quote

20. For brands that are new to Xiaohongshu, Xiaohongshu has undergone drastic version iterations, and Xiaohongshu's KOLs have also entered the era of national MCN.

Brands can find KOLs in various related fields through the brand partner backend of Xiaohongshu https://influencer.xiaohongshu.com/solar/role.

However, unlike Douyin’s Star Map, it is currently not possible to place orders directly on Xiaohongshu’s brand partner platform. Brands still need to contact the KOL’s MCN agency or individual to conduct transactions.

21. Although brand partners are currently unable to place orders through the backend, the greatest value of the platform currently lies in the anchoring of prices. Partners and MCN agencies will update their own prices by logging into the platform.

Therefore, as a brand, we should at least have a scale in our hearts that the media’s quotation should not be much higher than that of the platform.

22. Another way is to find a reliable media supplier. This actually tests the brand’s usual accumulation of resources in this area. Because the media is very complicated, I will not elaborate on it in the article.

23. How does the Xiaohongshu platform judge the quality of a brand partner account? Generally, there are several dimensions that need special attention:

The content of the account itself

The frequency and number of advertisements posted by the account

Account likes, comments and other data, background data (need to be requested from KOL), reading volume and exposure data

Whether the account has produced any popular articles recently (high weight). Due to the step-by-step traffic recommendation mechanism of the Xiaohongshu platform, if a KOL’s likes data for each note, whether it is an advertisement or daily content, is very stable at 200-300.

It can basically be judged that such accounts have done data maintenance, which is what we usually call buying likes and comments.

Because it is difficult for an individual KOL to have every article recommended by the platform (the same data would be even stranger if the same was true for advertisements), therefore, the data of a healthy KOL should have ups and downs rather than remain unchanged.

Price, needless to say, brands all hope to pursue the "ultimate cost-effectiveness"

24. We use a small V account to judge the quality of the account. Full score is 5 ⭐️

First of all, the content of the account itself is a bit mixed, but it is consistent with the output content described in the introduction, mainly focusing on skin care, store visits, and bag unboxing.

In the sharing process, real people often appear, and there are subtitles and some music, which proves that the up master himself has a basic understanding of content output. Photos have titles and tags, and popular articles will be output around some long-tail keywords. Therefore, from the perspective of content, there can be ⭐️⭐️⭐️

The account’s advertising publishing frequency is relatively in line with Xiaohongshu’s rules and does not exceed 20% of the account’s own output content. ⭐️⭐️⭐️⭐️⭐️

The account itself has 18,000 followers, but the number of hidden likes is 9,000, which is a deduction. I can only give it ⭐️⭐️

After communicating with the KOL and obtaining the backend data, I was pleasantly surprised to find that the reading volume and exposure of this account were relatively stable for this level, and the account was not subject to traffic restrictions. So you can play ⭐️⭐️⭐️⭐️ here

Finally, the most bonus point of this account is that in the process of continuous output, there will often be periodic explosive articles, which is a bonus item for traffic and can be given to ⭐️⭐️⭐️⭐️⭐️

Finally, after confirming the price on the partner platform, the price-performance ratio is acceptable, so this account can be included in the list of brand placements. The comprehensive evaluation should include ⭐️⭐️⭐️⭐️

25. Brands need to make sure that the account they are advertising to has no recent violation records warned by Xiaohongshu. Frequent and uncontrolled acceptance of advertisements will lead to a reduction in account weight, traffic restrictions, and affect content exposure.

26. Let me write a separate point: the degree of cooperation and sense of responsibility of brand partners should also be the standard for judging the quality of this account. They should not stand up and should respond to messages in a timely manner without losing contact.

In addition, they are willing to cooperate with customers in making changes and can provide some suggestions on the content. For such accounts, even if the quotation is slightly higher, the brand is willing to continue cooperating.

27. Another channel for promotion on the Xiaohongshu platform is amateur promotion, which in layman's terms is ordinary water army accounts. As a brand, you first need to understand the core purpose of amateur promotion.

For new brands, there needs to be a certain amount of content volume (included content) under the Xiaohongshu brand word.

Generate voice under the many associated words and core planting words corresponding to the brand products themselves.

28. Taking a new product as an example, when users obtain brand information from random channels, they choose to search for brand words on Xiaohongshu. The page is as shown below. The notes that appear under the brand words are all notes included in the brand words in Xiaohongshu.

The number of discussions determines the popularity of a brand, and the quality of the note content is an important factor influencing the user's final decision.

29. Promotion on any platform is a war for traffic, and Xiaohongshu is no exception. The inherent disadvantages of amateur content production result in their relatively simple functions, but they can serve as pawns to cross the river and serve as chariots. The core role of amateur content production on Xiaohongshu is to occupy the position of keywords.

30. Similar to Baidu SEO’s keyword strategy, Xiaohongshu also requires brands to continuously explore precise long-tail words and associated words related to products, and use content to seize positions under keywords.

31. Compared with brand partners, we will judge from multiple dimensions. For amateurs, due to the number of them, we will also consider from multiple dimensions, but with different emphases.

To consider the pros and cons of brand amateurs in the execution process, you need to look at the following indicators in turn.

• Inclusion rate, including Xiaohongshu inclusion rate, brand word and keyword inclusion rate
• Are keywords embedded in the title?
• The beauty of the image
• Optimize Hide Likes

The weights range from high to low. Content production by amateurs is the process that tests the execution ability of the team the most. To lay out a large amount of content that does not violate the rules, on the one hand, you need to have a very good understanding of the rules of the platform, and on the other hand, you need to have enough amateur resources in hand.

32. If the notes are not included, there will be no exposure on Xiaohongshu, which means that the significance of the lay-out by amateurs is zero. Therefore, as a brand, don’t mind adding a “statement of interest” in the notes.

We clearly know that our first goal in promoting on Xiaohongshu is to gain exposure and traffic, and safe inclusion is the top priority at this time.

33. Promoting notes indicates "conflict of interest" and will not reduce the exposure of the notes! The real reason why the notes are not exposed has the most to do with the weight of the account itself and the content.

If brands think about the direction of content production from the user's perspective and generously allow bloggers to make interest statements, ordinary users will not be particularly annoyed. Instead, they will hide their content and deliberately recommend it. The exposure of such notes will be very low.

34. The so-called illegal notes, on the one hand, are notes containing a large number of sensitive words, such as various misleading words such as price reduction benefits, activity benefits, discounts, and other sensitive words related to purchases and traffic diversion mentioned before.

If you want to check whether your notes contain sensitive words, you can search for the mini program "Xiaohongshu sensitive word query" on WeChat.

35. Brands that are found to have violated regulations by promoting a large number of notes will be restricted across the entire platform by Xiaohongshu, which is not worth the loss.

36. Compared with the traditional microblog and WeChat operations, the content operations of recommendation platforms such as Douyin and Xiaohongshu have higher requirements for brands.

I strongly agree with General Liang’s (official account) previous article that the key for companies to do content marketing is to have “cost awareness”. The cost here is not only “monetary cost”, but also includes the company’s internal time cost, creative cost, and the mental cost of investing in consumers.

37. Although brand accounts have the function of sending private messages in bulk, if the private messages contain commercial diversions and harassing advertisements, they will be restricted for 48 hours/7 days/permanently depending on the number of violations.

38. Brand accounts themselves cannot publish information with commercial traffic, but Xiaohongshu has now opened up the brand topic function. Simply put, it is somewhat similar to the topics on Weibo.

As a moderator, the brand can encourage and guide users to post brand-related content under this topic.

Simply put, the advantage of brand topics is that brands can encourage users to participate in topics and produce content in the community through means such as reward draws that cannot generally be posted in notes.

Currently, every brand account on Xiaohongshu has the right to apply for one topic for free, but the second topic requires a paid application, and the current price is 100,000 per topic...haha.

39. For some offline brands with local characteristics, do not ignore the regional traffic brought by Xiaohongshu.

This part of Xiaohongshu is cannibalizing some of Dianping's users through sharing forms such as notes. It can be said that for some tourist cities with a high floating population, Xiaohongshu is a word-of-mouth traffic portal that cannot be ignored.

The new iteration in the figure below increases the entry weight of local activities and places it directly below the search bar.

40. The inclusion rate of offline store exploration notes is significantly higher than that of online brands. Judging from the current situation, Xiaohongshu maintains a certain degree of tolerance for offline stores.

Generally, notes with relatively sophisticated content (pictures, text) can be included as long as they include a link to the merchant's location.

41. In some categories in popular cities, the number of "recommendations" is usually around a few hundred people. Compared with the fierce competition from Dianping.com, it is much easier to "design" the reputation of Xiaohongshu.

42. Regional words + long-tail demand words are the most necessary keywords for offline stores. For offline merchants, it may not be that fast for Xiaohongshu to achieve immediate results.

However, the content needs to be accumulated gradually. If you are interested, you can observe how much content in keywords such as "Hainan seafood restaurant" is deliberately designed by the business. As far as I know, it has brought considerable customer traffic to the bosses.

43. Xiaohongshu has opened up performance advertising. However, compared with platforms such as Toutiao, Douyin, Guangdiantong, and Fenmintong, the current results of Xiaohongshu’s information flow and search advertising are not ideal. Exposure but no conversion is still a problem that plagues most businesses.

There are many reasons for this. 90 percent of small businesses do not have the ability and expertise to use information flow advertising, and the cost of learning and operating is too high.

Due to the drag of Xiaohongshu’s own e-commerce platform, it is unable to direct traffic to Tmall and JD.com, which have higher levels of trust.

Compared with platforms with 300 million daily active users (TikTok, Kuaishou, Weibo), Xiaohongshu's 30 million daily active users are not enough to support Xiaohongshu's own e-commerce and meet the traffic demands of third-party merchants.

44. In the background of the brand account, you can directly recharge the advertising fees without finding any third-party agency.

45. For detailed bidding rules and delivery rules for performance advertising, please refer to

https://school.xiaohongshu.com/course/detail/48?isRequired=0

46. ​​As a platform that the third brand can log in, Xiaohongshu store’s current position is very embarrassing for general merchants. It requires costs to manage, but the income is basically negligible.

47. The application process for Xiaohongshu store can be found at https://www.xiaohongshu.com/partnership. The application process usually takes 15 days to one month.

The most frustrating thing here is that during the process of applying for a store, Xiaohongshu's customer service is basically unreachable, and communication can only be done by email. There are a variety of issues surrounding application rejections. For any merchant, applying for a Xiaohongshu store is a relatively painful process.

48. There are two types of logistics. Cross-border brands must use Xiaohongshu’s bonded warehouse and Xiaohongshu’s exclusive logistics. Domestic brands can use Xiaohongshu’s official logistics or apply for their own logistics.

49. For any questions regarding Xiaohongshu stores, you should learn to consult Xiaohongshu’s official customer service “Captain Shu”, who will respond in a relatively timely manner.

50. Xiaohongshu is just one of many social platforms and an important part of the company's entire content marketing strategy. I will not exaggerate its effect, nor will I ignore its role.

Finally, I would like to quote General Liang. The original intention of many companies is that the effect of hard advertising has declined, so they plan to use interesting content to attract users' attention to the brand.

But "attracting eyeballs" is only the most superficial function of content marketing. Its more long-term significance is to create an "entrance" for long-tail traffic.

Content marketing is a protracted war that lasts for many years, and this protracted war is not just about tactics and bravery, it is about money, food, injuries, eating, drinking, defecating and urinating.

The last time I was chatting with a friend, we lamented that today’s social media platforms are very much like the cartoons we watched when we were kids, The Rubik’s Cube Building. Each platform looks like a grid of a Rubik's Cube, but once you get inside, each world and ecosystem is completely different.

Tik Tok, Xiaohongshu, Kuaishou, Weibo, WeChat, in today’s world where our attention is increasingly fragmented, it is dangerous for new brands to blindly go all in on any one platform. But I also think that the rapid rise of brands like PWU, HFP and Perfect Diary is by no means accidental.

Calm down. Although every world in the Rubik's Cube is different, there are only a few formulas to solve a Rubik's Cube.

When a brand thinks clearly about its core business, has an experienced team, and understands the rules and gameplay of each platform (this may seem difficult, but it is not as complicated as imagined).

What we need to do is to express the information I want to convey to the target users based on the characteristics of each platform and using language that suits the platform.

It is easy to get thousands of soldiers but difficult to get a good general. No matter how different the platforms are, the users we pursue will not change accordingly. What remains is to strive for the goal and make the most practical execution. This tests the leader's confidence in the overall strategy and the preparedness to deal with emergencies on different battlefields!

The increase in local battlefields will not change our pursuit of the ultimate goal! The "planting of grass" for brand content will definitely be a topic we face for a long time in the future.

Related reading:

1. Do you know the operation and promotion strategy of Xiaohongshu?

2. There are 7 ways to promote on Xiaohongshu. Have you ever made a mistake?

3. For promotion on Xiaohongshu, just read this article.

4. Xiaohongshu promotion: Xiaohongshu user growth methodology!

5.How to promote on Xiaohongshu? 2 program steps!

6.4 major strategies + 7 major skills, a comprehensive interpretation of Xiaohongshu promotion strategy!

Author: Yuwaltz

Source: Party A Finance