Xiaohongshu promotion strategy: Xiaohongshu live broadcast internal testing!

According to Xiaohongshu influencers, Xiaohongshu is currently testing the live streaming function and is specifically inviting some influencers to participate in the experience.

In response, Xiaohongshu said that live streaming is still in the testing phase.

According to what I have learned, the entrance to the live broadcast function can currently be seen in the information flow sliding on the discovery page, and the words "Live Broadcast" in white letters on a red background will be displayed in the upper right corner of the original Xiaohongshu note picture.

The picture above shows a live broadcast preview released by fashion blogger "Qing Ge La". Fans can enter the live broadcast room by clicking on her personal homepage avatar or at the top of the follow page.

It is worth noting that the lipstick products sold by "Qing Ge La" in the live broadcast are provided by third-party brands in the Xiaohongshu mall. Purchases can be completed directly in Xiaohongshu without jumping to external e-commerce platforms.

In addition, in addition to the personal homepage avatar and the top of the follow page, the entrance to the expert’s live broadcast room may also be recommended to the homepage hot list.

Let's analyze Xiaohongshu live broadcast from several aspects:

1. What are the advantages of Xiaohongshu live streaming?

2.Why does Xiaohongshu do live streaming?

3. What benefits will Xiaohongshu’s promotion of the live streaming function bring to enterprises?

1. What are the advantages of Xiaohongshu live streaming?

According to Xiaohongshu, "Xiaohongshu Live" is a real-time in-depth interactive tool launched by Xiaohongshu for content creators/Xiaohongshu bloggers.

The purpose is to allow users to view valuable lifestyle information while having in-depth face-to-face, real-time and continuous interactions with bloggers.

An interesting question is, since live streaming has so many good features, why is Xiaohongshu launching the live streaming function now?

In response, Xiaohongshu stated that any of its products, functions, and services are based on whether they can provide "valuable" content to users.

What is "valuable"? In Xiaohongshu's view, "valuable" mostly has the following characteristics:

1. The anchor is an expert in a certain field and can share valuable information;

2. The live broadcast content must have positive themes or topics. Xiaohongshu live broadcast does not support idle chat without "content";

3. The purpose of Xiaohongshu live broadcast is to share a good life and support all sharing of real, beautiful and diverse lifestyles, such as travel, reading, emotions, parenting or good things.

For users who like to recommend something, the live broadcast section can provide diversified ways to present content. The entry of experts and bloggers has attracted more celebrities and bloggers to come in.

Not only does it save promotion costs, but it can also leverage the power of influencers and celebrities to provide users with product experience more quickly and directly.

2. Why does Xiaohongshu do live streaming?

It seems that Xiaohongshu is about to launch the live broadcast function a long time ago. After all, the positioning of Xiaohongshu in front of the public is "useful content". In order to promote the popularity of products, it has enabled many celebrities to join Xiaohongshu to promote products by recommending and explaining the products.

1. Accelerate monetization

Live streaming + e-commerce can convert traffic the fastest. Some people also say that this is the traffic closest to money, so live streaming + e-commerce is a relatively common live streaming method.

Xiaohongshu has many celebrities and bloggers, a certain fan base, content in the form of pictures, texts, short videos, a group of experts who can produce high-quality content and users who are willing to share their lives. It also has its own official mall and a more professional supply chain than Douyin and Kuaishou.

In a relatively closed space like a live broadcast room, users can place orders as quickly as possible during the host's promotion process and complete sales conversion.

2. Enhance user stickiness

First, Xiaohongshu needs to further improve its user stickiness, and live streaming has become a good bridge to make up for Xiaohongshu’s lack of traffic. Judging from the user behavior of Xiaohongshu, some users will search for tips on how to buy products on Xiaohongshu, but place orders on other platforms.

Second, live streaming can strengthen the interactive communication between bloggers, influencers and users. Bloggers can interact with fans in real time and cultivate their own private traffic pool.

Live streaming can better tap into the potential needs of fan groups through in-depth interactions with fans, provide direction for future content production, offer diversified experiences for fan users, and increase fan stickiness.

3. What benefits will Xiaohongshu’s promotion of the live streaming function bring to enterprises?

1. New traffic entrance!

2. A brand new way of promotion!

3. In the blue ocean of traffic, the first entrants will give birth to multiple internet celebrity brands!

4. Opportunity is a good time to surpass your competitors!

IV. Conclusion

If Xiaohongshu officially launches the live streaming function, what impact will it have on the platform ecology? How to strike a balance between community ecology and platform monetization?

Live streaming can greatly enrich the content types of Xiaohongshu’s content community and also provide more diversified marketing methods?

But what to do next and whether it will work is a test. Generally speaking, the launch of Xiaohongshu's live broadcast function is a brand new experience for influencers, brands and users.

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Author: Operation Uncle

Source: Operation Uncle (yunyingdashu)