Xiaohongshu Enterprise Account Operation Strategy!

Brands usually have a lot of high-quality materials after launching on Xiaohongshu, but high-quality materials usually have to match many aspects. For the hard-earned materials, we must give full play to the use of each high-quality material (of course, on the premise of obtaining the blogger's authorization) .

Help us gain exposure in a wider circle and reach a wider range of people.

After the brand makes the placement, there will be notes with good exposure and click-through rates. Natural traffic itself is good, but the exposure that can be obtained by relying solely on natural traffic is limited. Information flow can be placed on notes with good natural traffic to give the notes greater exposure.

2. Reposting UGC from Enterprise Accounts

The UGC content mentioned here refers to the high-quality notes about products shared by users on Xiaohongshu that are reposted by corporate accounts.

It increases users' trust in the brand, improves the brand image , and is also conducive to establishing interaction with blogger fans and increasing exposure. By reposting notes from different types of bloggers, comprehensive product display and promotion can be achieved on corporate accounts.

Sometimes it is inevitable that the cooperating bloggers will delete or hide the notes. It is more secure for the corporate account to reprint the content to achieve long-term effects.

3. UGC is reposted and then added to the information flow

If the corporate account itself does not have a large fan base, then even if we repost high-quality notes, the effect will be limited.

After the enterprise account reposts the notes of the cooperating bloggers, it can also invest in information flow to allow high-quality content to continue to be exposed, incubate heat for the second time, and divert traffic to the enterprise account to achieve closed-loop harvesting.

Before the big sale, search ads were placed in the information flow, using the keywords, scene words, and category words laid out in the notes to reach more potential people.

Using materials to expand influence is a common practice in our company, but no matter how many brand cooperation notes are released, the final landing point should be and only the official account.

So how should we improve our official corporate account?

Let’s first understand the role of Enterprise Account.

1. The basis of delivery

In the first part above, we talked about using existing delivery materials to expand the delivery effect.

But remember the reporting notes and information flow in the brand cooperation notes. The prerequisite is that the brand must have a corporate account, so creating a corporate account is the first step for the brand to layout on Xiaohongshu.

2. Public opinion control

When a brand places an ad on Xiaohongshu, there will inevitably be some negative comments, no matter how good the product is. If these comments are not dealt with in a timely manner, the effectiveness of the ad will be greatly reduced.

It’s like a user posts a note saying that there is a problem with your brand’s product, which gave her an unpleasant experience, or even directly criticizes it without thinking.

The reason for the problem is that just one thousandth of the product in mass production is unqualified, which is a rare situation.

If the brand does not deal with the matter, User A will be offended by one of the bloggers. User A has no endorsement impression of the brand in the first place, and when he searches for the brand word and sees this note, he may feel reluctant to place an order and choose to wait and see.

At this time, you can contact the official account and help users solve the problem in a positive, quick and good manner. Even if the user has an unpleasant experience, but gets a solution and compensation in the end, you can at least restore their view of the brand and even gain their favor, so that this incident will not affect the judgment and choice of more people.

Therefore, a very important task for a brand is to control public opinion.

3. Increase user stickiness

Actively replying to users in the comment section of notes posted on the enterprise account, or occasionally flipping through some notes posted by users after purchasing products, can increase users' favorability towards the brand.

At this time, some people will definitely have questions. What type of content can the enterprise account publish to better undertake the delivery action and better release the delivery effect?

3. Content output of enterprise accounts

The content page of the corporate account is also one of the "faces" of the brand, which largely affects whether it can successfully attract users who are attracted to the product.

If it is a new brand, directly publishing pure marketing content without any accumulation and content that is not altruistic to users will largely cause user loss.

When users see the grass-planting notes and become interested, they will definitely have both interest and doubts .

At this time, what the enterprise account should do is to try to further help users solve their questions and dispel their concerns through the content of the notes, create a best-selling atmosphere, take advantage of the herd mentality, and promote secondary stimulation to achieve conversion.

Usually, notes such as product tutorials, precautions, welfare broadcasts, and scenario-based demand exploration can all take over the traffic brought by the release of expert notes, effectively improving user retention and conversion.

1. Notes on useful information and knowledge points related to the product

Display the advantages of the product from the side to attract users.

For example: implanting an eyeshadow palette through an eye makeup tutorial, and implanting a rice cooker through a recipe tutorial.

By implanting content that is valuable to users , rather than simply recommending products, if users have already been attracted by the product, they will have the opportunity for secondary stimulation when they see practical tutorial content on the enterprise account and feel the advantages of the product.

2. Usage scenarios

Realistic and lifelike scene pictures, beautiful scenes stimulate consumer desire, integrate products with usage scenarios, and dispel user concerns.

For example: FOTILE combines product placement with real-life scenes and integrates lipstick into dating makeup.

Sometimes users are attracted by the idea of ​​a product but are not very impressed or do not know how to use it. We can dispel their concerns through content, make them feel like they are being recommended by a friend, and then provide a variety of real usage scenarios and methods to stimulate their desire.

3. User demand pain points

By complaining about some common phenomena, confusions that everyone has, and useless experiences, the notes are written around solving pain points, stimulating users through pain points and product strengths.

For example: it can solve the embarrassing problem of having bad breath on a date by using mouth spray, or it can touch upon the embarrassing point of women's privacy.

For most users, pain points are the most effective in promoting conversions , so corporate accounts can also carry more of this type of content to help achieve better conversions.

4. New product recruitment experience

Through activity comments, we can further understand the issues and directions that fans are interested in, and increase fan activity. For users who are new to the product but have more considerations, we can also let them experience it first and then convert it.

Collect feedback after the event. If conditions are good, ordinary users can also post notes and use the real feedback from ordinary users to form real word-of-mouth , so that more users can choose with confidence.

5. Product display

If it is a product with high appearance, unique shape and fun to play, you can publish exquisite and beautiful pictures to convey the appearance characteristics and value of the product from different angles. Attract users' attention and stimulate their desires!

Before important marketing promotions, you can also release some brand discount information and official notes to stimulate users who are interested in the product to place orders in a timely manner.

This just provides you with content direction. As for whether it is original or non-original, you can choose based on brand operations.

But please remember to obtain the consent of the cooperating blogger before reprinting non-original content! And @ the original poster in the note, so that the second posted note will be treated as a normal note without flow restriction.

Why we recommend that every brand build a brand enterprise account.

Because compared to personal accounts, corporate accounts have more functions and richer benefits, which can help brands improve conversions and establish brand image.

1. Associated offline stores

By clicking on [Offline Stores], you can find out the store address and the navigation function, which can minimize customer loss and allow users who have been attracted to the store to further experience it offline and achieve conversion.

2. Open a brand online store

After the launch of the store-hao-dian integrated function, brands can add product tags in picture/video notes, forming a closed-loop transaction cycle within the site.

3. Business topics

Enterprise accounts can apply for and operate a business topic related to the enterprise account name for free.

Users can actively post notes under the topic, or use the topic to aggregate all relevant content of the brand. This is equivalent to establishing a brand-specific aggregation page to direct traffic to the corporate account.

If you want to apply for more than one topic, you can send an email to: [email protected] and pay to apply for additional topics.

Most of Estee Lauder's topics are about new products and single products, which allows users who are interested in a certain product of the brand to learn more quickly and directly.

4. Lucky Draw

Attract fans to actively pay attention and interact through welfare activities.

After the update, the lottery function allows enterprise accounts to draw prizes three times a month. Although it cannot limit users, looking at the recent lottery draws of some brands, the effect of the lottery is still considerable.

For more information about welfare activities, please click here!

5. Live Broadcast

Companies can sell products, hold raffles, connect with fans in the live broadcast room, and interact effectively with fans.

Before the live broadcast, you can plan the theme of the live broadcast and do your homework. You can also watch the live broadcast content and situations of competitors and learn from their experience.

If you are worried that no one will watch the live broadcast at the beginning, you can set up flash sale benefits and distribute store coupons to help private domain fans increase conversion rates, create a live broadcast room atmosphere, and attract users to revisit and repurchase.

You can also throw French fries to promote the live broadcast.

If a brand wants to stand out faster, operating enterprise accounts is an indispensable part of Xiaohongshu’s layout.

It can also be said that brand placement and enterprise account operation complement each other, so we should not ignore every opportunity that can expose the brand.