A guide to obtaining private domain traffic on Xiaohongshu!

On November 8, the media reported that Xiaohongshu completed a new round of financing of US$500 million, with a post-investment valuation of over US$20 billion. This investment was led by Temasek, Tencent, and Alibaba.

In recent years, Xiaohongshu's valuation has skyrocketed at a doubling pace: 3 billion, 6 billion, 10 billion, and 20 billion US dollars. Behind the surge is the surge in the value of platform user traffic.

Note: User traffic value refers to how much profit an advertiser can bring to the platform after acquiring user traffic from the platform.

This view was verified in the "Mobile Internet Industry Research Report" issued by Aurora Big Data.

In March 2020, Xiaohongshu's user traffic value ranked 19th among all APPs. Just one and a half years later, it jumped to 11th, and its user traffic value also soared by 172%.

Xiaohongshu's users not only have good paying capabilities, but another point that also attracts major brands is that 70% of the platform's users are located in second- and third-tier cities, which is conducive to everyone's entry into the sinking blue ocean market.

Some people have already taken the lead in making money from this traffic pool. During peak periods, a vocational education teacher can add 1,000 WeChat friends every day. Let’s talk about how to play this game.

Xiaohongshu is a community that promotes content. If you want to add more people on WeChat, you must first have a large number of readers.

1. The secret to a surge in reading volume

There is logic behind the surge in reading volume. Similar to the traffic mechanism of Toutiao, 80% of Xiaohongshu's traffic comes from recommendations.

1. Open rate is the first threshold

A new content will first be displayed in front of 1,000 users. If the reading volume (opening rate) is high, it will be recommended to more users. If the effect is not good, it will be put into the "cold palace".

Therefore, the open rate is the first key indicator of Xiaohongshu content. So how do you increase your open rate? The title is key.

1) Use explosive words to increase the open rate

The 2021 Xiaohongshu Brand Marketing Manual sorted out the top content words from January to May:

From these explosive words, I found a pattern, which is very consistent with the seven major weaknesses of human nature:

① Follow the trend: generally has a star effect.

Keywords: Big stars are all doing XXX, secretly learning from XXX (a celebrity).

② Comparison and showing off: showing that you are better than others.

Keywords: Avoid seeing the beauty in class and don’t let (rivals, colleagues, ex-boyfriend) know.

③ Disgust: disgust of loss, disgust of failure, disgust of certain images, etc.

Keywords: never want to use it again, feel very upset, everywhere, can’t bear to look at it.

④ Curiosity: desire to explore and discover.

Keywords: xxxx evil magic, xxx secret exposed, I can’t help it, no one knows.

⑤ Greed: wanting to get something cheap and wanting to get more.

Keywords: It can be done with x yuan, xxx’s diary of getting rich, quick success in x days, xxx without spending money.

⑥ Fear: Fear of being unable to control the future.

Keywords: Save xxx.

⑦ Laziness: Hoping to get the best results at the lowest cost.

Keywords: A must-read for lazy people, xx is very simple.

2. How to improve user interaction rate

The level of Xiaohongshu's recommended traffic is not only related to the content opening rate, but also to the interaction rate of the content (follow, forward, like, favorite, comment).

The first four are related to the quality of the content itself. So when producing content, in addition to the content itself being substantial and able to resonate with people, you must avoid using clickbait titles and the content must be relevant to the topic.

As for improving users' comment intention, there are two ways

• At the end of the article, a question is raised: for example, let your fans help you choose which option is better at the moment.
• Intentionally leave suspense: Some key information such as brand name and price are deliberately not disclosed to lure users to ask.

As mentioned earlier, 80% of the traffic on the Xiaohongshu platform comes from recommendations, and of the remaining 20%, 15% comes from searches.

3. Search traffic should not be underestimated

I have a deep understanding of this point. I have made some TOB videos on Xiaohongshu before. At the beginning, there were not many views. But suddenly one day, the number of views of some of the contents skyrocketed, and the number of reposts, comments and likes increased rapidly. Later, after communicating with the users, I learned that they had searched for a certain keyword, and under this keyword, my content was ranked high.

After working on Xiaohongshu for a while, I found that search traffic can be increased in this way. As usual, here is the public notice:

Industry words, brand words and products are easy to understand. They refer to the field to which the product you sell belongs, the category it is, and its name.

What are cognitive labels? In fact, it is the concept of "looking for segmented tracks downward" to occupy the minds of users. For example, there are many businesses making snail noodles, but one day, a company launched the concept of "restoring a 20-year-old local store in Liuzhou". Wouldn't that immediately distinguish it from other snail noodles? It turns out that this one has the strongest localized attributes.

There are many successful cases like this, such as small can tea, 0-calorie, 0-sugar sparkling water…

Seeing this, you may ask, since it is search traffic, two points need to be achieved: a greater chance of being displayed in the front row and more keywords being hit. What needs to be done?

The general practice in the industry is to invite more KOCs (key opinion customers) to lay out notes. Of course, for a new product, there may be no users in the early stages, so you can look for some media companies and cooperate with their marketing accounts, but the price will be higher and there will be a loss of authenticity.

You can do this: after searching for the product words, grab some real amateur accounts, contact them one by one, cooperate with them, and publish notes. Of course, there are currently some robots that automatically capture Xiaohongshu information and automatically send private messages to users to help you speed up the screening process, reduce the burden and improve efficiency.

2. 5 ways to attract users to add WeChat

After the traffic is laid out, the next thing to consider is how to guide users to add WeChat. First, you need to set up a hook, which is usually free information such as e-books, data packages, etc.

A young lady who does Japanese language training made a special note to introduce her free materials. The effect is quite good. You can refer to it.

After the hook is set up, the next step is to guide people to add WeChat.

1. Introduction to WeChat

Generally speaking, you cannot include your WeChat ID in your profile, even in a deformed form. However, you can do this in two ways. One is to include your email address in your profile, which is allowed. When a user sends you an email, you can set your email address to automatically reply with your WeChat ID, guiding the user to add you.

2. In the introduction, it is stated: Send a private message to get the information

3. Hide WeChat ID

Set your Xiaohongshu account and WeChat account to be exactly the same, and indicate it in the introduction, which can also bring a wave of traffic

4. Comment interception

Here you don’t do it in your own content, but reply to the comments under similar content of other bloggers, such as: I have a complete set of XX information and can share it for free.

There are two points to note here. First, don't comment on every reply. Just comment on the popular replies. Otherwise, it will be considered a violation. And everyone can see it under the popular comments. This set of actions can also be operated by Xiaohongshu comment robot, switching between multiple accounts, allowing you to reach as many users as possible in a short period of time with limited human resources.

5. Create a group and add people

Xiaohongshu has launched a new feature that allows each blogger to create up to four groups of 500 people, and can set them to be displayed on the homepage. Through guidance, users can first be guided into the group and then send WeChat messages in the group. For example, the young lady below successfully added more than 500 people using this method.

I hope that all operators can “strike gold” in the traffic depression of Xiaohongshu and achieve growth and returns beyond expectations.

Author: Auntie Cai

Source: Auntie Cai