How to promote and operate Xiaohongshu? Xiaohongshu promotion tips!

Not long ago, the news about Xiaohongshu conducting a "major purge" of KOLs flooded my circle of friends.

“WeChat has just cleaned up misleading forwarding, and Xiaohongshu is cracking down on soft advertising. It’s getting harder and harder to do business in new media.”

A friend who works in operations lamented deeply that nowadays every platform and every channel is constantly upgrading and optimizing, and naturally they will no longer tolerate various "borderline" practices. Any old methods will no longer be applicable in the long run, just like the "major transformation" of Xiaohongshu this time.

Some people say that the platform has no conscience and is ungrateful, but after complaining, we still have to continue operating with a smile.

So, today we will talk about the “new strategy” for operating Xiaohongshu.

1. Xiaohongshu’s model and current situation

Speaking of Xiaohongshu, I first learned about it last year. One day when I was approached on the street, a beautiful girl asked me if I wanted to use Xiaohongshu.

I asked her what Xiaohongshu was, and her bright smile faded unconsciously, and then nothing happened.

In fact, sometimes I feel that as an operator, I am even a little out of date, and I don’t know as much as the young ladies who pursue fashion.

So after I got home, I quickly studied the guide on Xiaohongshu to avoid missing out on love again next time. After more than a month of research, I found that Xiaohongshu is really an interesting thing.

Xiaohongshu APP is positioned in first- and second-tier cities. Its circle is home to many young and fashionable men, who mainly share various food, beauty and clothing. It has very rich UGC content.

Young people, especially young ladies, can’t put it down. When they have free time, they don’t watch Douyin but start to “plant grass” on their own.

“Where there are many people, there are merchants.” As Xiaohongshu’s popularity continues to grow and its installation volume soars, Xiaohongshu has become a “new battlefield” for micro-businesses.

Since Xiaohongshu went online, it has not allowed any kind of marketing, let alone WeChat transactions, so all kinds of soft articles and private chats are flooded in the content and comments.

Therefore, the previous group of people tasted the sweetness and left behind problems, which led to the current "crackdown" on Xiaohongshu.

Faced with mixed reviews, I think this is an inevitable trend, but Xiaohongshu started “a little early”.

2. No foundation, where do fans come from?

"Don't even mention attacking KOLs. It's hard to get attacked even if you only have a dozen fans."

Indeed, it is very difficult to increase followers on any platform now, especially on platforms that have particularly strict requirements on content.

When I first started studying Xiaohongshu, I followed more than a dozen accounts, especially to study their later development trends. After two months of tracking, I found that most of the accounts were only updated once or twice and had single-digit fans. However, there were a few that insisted on updating, and their fans kept increasing. The best one has reached more than 500.

This shows that running Xiaohongshu is just like running a WeChat public account, which requires long-term and continuous content production.

However, if WeChat public accounts are transformed into tool-based and service-based ones, they can still attract fans, maintain popularity and have traffic, while Xiaohongshu, which mainly produces content, only has the "single-plank bridge" of originality .

"You mean I just need to write more hit articles?"

The high-quality content of Xiaohongshu here does not lie in beautiful passages and "cries from the heart".

As a fashion app, it needs more sharing of various experiences. The more useful the shared content is and the more practical it is, the more likely it is to become a hit.

For example, the picture below is just an ordinary sermon, without any qualifiers, but it has received so many likes.

From this we can see that the high-quality original works of Xiaohongshu are as follows:

There is a topic that attracts everyone's attention, such as "outfit", and you can choose more beautiful pictures to attract traffic, pure practical content and can especially meet current needs.

At the same time, Xiaohongshu also has a short video sharing function, and Douyin’s method can also be copied.

How to become popular?

This problem troubles every Xiaohongshu user.

I worked hard to write an article that I thought was very good, but it was ranked at the back in the topic search. I felt unwilling and blamed the platform for not recognizing my quality, but in fact it was because I didn’t use the right method.

The weight mechanism of Xiaohongshu is actually very simple, nothing more than these three points:

1. The longer the account is registered and the more stable the update cycle is, the greater the chance of being recommended.

2. Xiaohongshu has a "Little Red Potato" level function. Actively completing tasks in the growth system can increase the level of "Little Red Potato". The higher the level, the higher the account weight.

3. The more active the content is, the easier it is to become a hit article, and it is very easy to increase the account weight, and it will be displayed first in the next sharing.

There are only a few fixed mechanisms. If you want to really do a good job on Xiaohongshu, there are two aspects that need to be considered from the perspective of operation and maintenance:

1. Creation of original content

2. How to promote

Let’s talk about the first and most core point, original content.

Xiaohongshu's content has three main directions to be successful, namely: bits and pieces of life, hot topics and genuine content .

Only after implementing these three major directions can we proceed to the content.

Regarding content, considering that Xiaohongshu is mainly based on topic searches, keywords are of paramount importance.

Therefore, when we create titles for our content, we must indicate the keywords of the article, and they must appear frequently in the content.

Furthermore, for accompanying pictures, you need to choose high-definition, eye-catching pictures that suit the characteristics of the article. The text should generally be between 400 and 800 words with a reasonable layout.

Of course, some people ask, where does our content come from?

My recommendation: Sina Weibo is the first choice !

The similarities between Xiaohongshu and Sina Weibo are that both are composed of short and medium-length texts and the core content is concise and to the point. Although copying is not supported here, you still need to create with reference as a reference, after all, experience is shared.

Topics have always been the focus of Xiaohongshu's traffic channels. It is very important to hone relevant topics in advance: add topic tags to each published content so that relevant users can find you faster.

Like WeChat official accounts, Xiaohongshu also needs to study the routines of writing popular articles. Only by following an advantageous writing mode can it create content worthy of appreciation.

Now let’s talk about the main point: how to promote your Xiaohongshu account?

In fact, Xiaohongshu is very similar to WeChat official accounts in terms of promotion, but it is slower and more difficult to become popular.

Because you are just starting out, there is basically no chance of becoming a "hot product". Many users fall at this step with full confidence and never want to get up and start again.

However, Xiaohongshu does not have a record of reading volume. The standards for reviewing popularity are mostly based on the number of collections, likes, and comment interactivity. You know, it’s really cool to have no reading volume displayed.

After creating the account, we should consider starting as an information porter.

Xiaohongshu has very limited social functions, and the task of promotion still has to be implemented on WeChat and QQ. This requires us to actively join various Xiaohongshu groups where people like, comment and promote each other.

All things are difficult at the beginning, especially for this kind of "grass-planting community" that has no chance of "exploding" instantly. With everyone's unremitting "efforts", even if there is no breakthrough in the content, the number of fans and natural likes interactions can definitely increase to a certain extent.

3. Now that traffic is coming, how do we monetize it?

Although it is difficult for many people to have more than 10,000 fans and their activity level is also very low: I still want to talk about how to monetize traffic and attract traffic.

Xiaohongshu is positioned as a platform for displaying interesting things in life and sharing experiences. Coupled with the recent crackdown on soft-advertising KOLs, many "bigwigs" feel that they have a bunch of "fake fans."

Indeed, who would think about increasing followers if they don’t monetize? What’s more, they are some high-quality fans who “buy as soon as they disagree”?

I think there are four monetization options today:

1. The high cost of opening a store on Xiaohongshu discourages many people

2. Sending private messages to fans is easy to be blocked by the official, so it is not recommended to do this as a micro-business

3. Comments suggest that the technology is high and it is easy to make jokes.

4. Detailed operation, low difficulty, requires patience

As an operator, you will always have keen insights, especially in times of strict control, so let’s talk about the fourth method of attracting traffic.

First of all, you must change your nickname to be consistent with your official account or WeChat account. Although this does not specifically reveal any information, curious people will definitely search for it on WeChat, and naturally there are quite a few of them.

for example:

KOL Dr. Big Mouth is about to start attracting traffic to his WeChat public account, and a certain young lady even directly changed her nickname to her WeChat ID.

Even though all forms of contact information are strictly prohibited in the content, there are still certain opportunities for the introduction on Xiaohongshu’s homepage.

for example:

The well-known influencer "Mango Sauce, the representative of grass-planting" directly left his QQ email address in the detailed introduction on his homepage, which is allowed by Xiaohongshu.

As we all know, knowing QQ mailbox is equivalent to knowing QQ number. Showing QQ mailbox used by very few people will attract most people to add QQ. It also serves as a warning to us: we must not give up QQ when entering the young market. After all, the group of people who use this product is still very large.

Although leaving contact information in the content is not allowed, the image review is not particularly strict now.

If you take it for granted to put a watermark on the picture at this time, you are wrong. What we teach you here is to put a small piece of paper with contact information when taking the picture. Remember not to write on white paper and do not put the contact information in a particularly conspicuous place.

This method may still work for now, but it is very likely to become a target of attack in the future.

Finally, I want to say:

After researching so many apps, I really haven’t found many platforms as pure and simple as Xiaohongshu.

Its simplicity is reflected in the ordinary sharing of life without involving transactions, and everyone is the protagonist of life.

At the same time, this "simplicity" has caused considerable distress to the operators. In the early stages, they have to concentrate on original creation, and they have to take risks to monetize the fans they have worked so hard to accumulate by "taking advantage of loopholes".

In this Internet world where "traffic is money", the stricter the rules, the easier it is to attract a large number of high-quality customers.

Operating Xiaohongshu well is painful yet simple: insisting on long-term high-quality "grass planting" and promoting more on other online channels is the only way to increase Xiaohongshu's fans . At the same time, I also wish all partners who are trying to operate Xiaohongshu a smooth journey.

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!

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8. Xiaohongshu promotion: Xiaohongshu’s growth path from 0 to 100-200 million users!

9. Complete Xiaohongshu traffic promotion plan!

10. Xiaohongshu promotion method | Is the grass-planting list still credible?

11. Xiaohongshu Promotion: After cleaning up the KOL, can we still “plant grass” well?

12. Xiaohongshu promotion strategy, big data + 3 major strategies!

13. Xiaohongshu promotion skills and operation strategies!

14. Xiaohongshu promotion tips: How to operate a Xiaohongshu account?

15. Xiaohongshu “cleans up KOLs” and content e-commerce reaches a crossroads!

16. Xiaohongshu’s promotion strategies and methods!

17.What are the ways to promote Xiaohongshu?

18. What is the promotion method of Xiaohongshu? How to promote Xiaohongshu?

author: Media Box Diary

source: Media Box Diary