Xiaohongshu promotion and operation: Xiaohongshu live broadcast monetization!

A few days ago, an expert revealed that Xiaohongshu had begun internal testing of live streaming. As soon as the news came out, it caused a great sensation in the industry.

Xiaohongshu now has 85 million monthly active users and a total number of users exceeding 200 million. In light of the signals given by Xiaohongshu, what content opportunities do MCN agencies and KOLs have?

Bloggers invited to live stream

1

What are the advantages of Xiaohongshu live streaming?

Xiaohongshu, as an APP focused on content sharing, has a large user base.

We all know that the majority of Xiaohongshu users are women, and the characteristics of female users are that they are willing to share and recommend things.

Therefore, if Xiaohongshu launches a live broadcast section, it can provide diversified content presentation methods for users who are willing to recommend products.

Moreover, Xiaohongshu now has many celebrities and bloggers, which has attracted more celebrities and bloggers of all sizes to join. This not only saves costs, but also allows users to provide product experience faster.

Many people believe that Xiaohongshu started live streaming in order to monetize, adopting the business model of live streaming + e-commerce.

However, according to Xiaohongshu's certified MCN agency, Xiaohongshu does not think that Xiaohongshu live streaming is the same as e-commerce live streaming.

The above-mentioned person in charge said that Xiaohongshu is positioned as a lifestyle community, so the live broadcast is also a lifestyle sharing live broadcast.

Live streaming is a real-time in-depth interactive tool launched by Xiaohongshu for content creators, which allows users to have face-to-face, real-time and continuous in-depth interactions with bloggers while viewing valuable lifestyle information.

This is a way for Xiaohongshu to continue to create value for its community users.

The purpose of Xiaohongshu's development of live streaming business is not to sell goods, but to connect with users at a deeper level. In other words, the purpose of Xiaohongshu's live streaming is to increase user usage time and increase user stickiness, rather than to monetize traffic.

2

Content opportunities for MCN and KOLs provided by Xiaohongshu live streaming

So, what kind of content can MCN agencies and KOLs broadcast live on Xiaohongshu?

The first thing to note is that not all content is suitable for live streaming on Xiaohongshu.

Compared with some large short video platforms, such as Douyin and Kuaishou, Xiaohongshu has a distinct user base, with a female to male user ratio of up to 9:1.

Therefore, the choice of live broadcast content should be more in line with the user attributes of the platform.

What should I broadcast when live streaming on Xiaohongshu? Xiaohongshu’s slogan is “Find the life you want”.

Therefore, I think the content directions of Xiaohongshu’s live broadcast can be as follows:

1. Offline store exploration live broadcast

Offline store visits are quite popular on TikTok, and there are many short videos of store visits, such as visits to various food stores and shopping malls, etc.

Because offline store visits are also a way to promote products, which fits Xiaohongshu's positioning as a content community, store visit live broadcasts can be tried on Xiaohongshu.

There are now many grass-planting notes about checking in at scenic spots and food on Xiaohongshu’s content section, and Xiaohongshu can recommend relevant grass-planting notes based on the user’s city. So when live streaming begins to expand on a large scale, MCN or KOL can conduct offline store exploration live streaming.

For example, the Douyin account "Exploring Stores in the Magic City" creates short videos on the theme of exploring stores. When the live streaming module is launched, short videos of exploring stores can be live streamed.

Douyin store exploration KOL

2. Live streaming + e-commerce

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

This method can make up for the traffic loss of Xiaohongshu to a certain extent, because many users' behavior path is to search for other users' recommendations for products on the Xiaohongshu platform, but finally place orders on other platforms.

The emergence of live streaming e-commerce can greatly make up for this shortcoming, because 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.

During last year’s Double Eleven, Li Jiaqi competed with Jack Ma in selling lipsticks live in Taobao’s live broadcast room. Not only did he achieve sales of 67 million on that day, but it was also widely circulated on social media. Therefore, the business model of live broadcast + e-commerce has gradually become mainstream.

Xiaohongshu has many celebrities and bloggers and has a certain fan base. It also has its own official mall and a more professional supply chain compared to Douyin and Kuaishou.

Therefore, the live streaming + e-commerce model can be tried on Xiaohongshu.

However, it should be noted that the choice of product categories can be based on the user attributes of the platform and the characteristics of the fans of your own account.

Screenshot of e-commerce live streaming content selection (Source: iResearch)

3. Live broadcast in vertical fields

The core of Xiaohongshu is life-sharing content, that is, grass-planting notes, so the live broadcast content can move closer to the vertical field.

Since there are more female users on Xiaohongshu, live broadcasts in vertical fields should be more targeted at female users.

Moreover, Xiaohongshu has already segmented its content, specifically into fashion, beauty, food, sports, audio and video, etc., so MCN can broadcast live in the above areas. The specific live broadcast content can be to share relevant information in each field.

For example, in the vertical direction of beauty, you can do live streaming of products and share affordable products to attract fans, or you can share practical information in the beauty field, such as makeup techniques, tips for choosing cosmetics and skin care products, etc. These can all be used as live broadcast themes.

4. Daily live broadcast

The problem before live streaming was that the interaction between the anchor and fan users was generally one-way, not two-way. Daily live streaming is also a deep-level interaction with users.

Live streaming can quickly narrow the distance between fans and anchors, so daily live streaming is also very important. Daily live broadcast has two main benefits:

1. The anchor can have a good understanding of the characteristics of his or her fan base, explore the potential needs of the fan base through in-depth interaction with the fans, and provide direction for future content production.

2. Provide diversified experience for fan users and increase fan stickiness. Daily live broadcast can also help bloggers increase their followers, so daily real-time live broadcast can also be used as one of the live broadcast directions.

In daily real-time live broadcasts, anchors can also cooperate with brand owners to promote the brands through interactive means.

For example, on the Panda live streaming platform, in the Panda live streaming werewolf killing celebrity variety show Pandakill4, Panda live streaming viewers only need to enter the slogan of the general sponsor Ctrip Travel "Book hotels on Ctrip" within the specified time to receive the password red envelope.

Red envelope rewards stimulated users to actively participate in marketing. The live broadcast room was once flooded with Ctrip’s travel slogan, making the brand information truly and effectively reach users.

Interactive live streaming gameplay (Source: iResearch)

5. Cultivate your own private domain traffic in the live broadcast room

We all know that Xiaohongshu prohibits the appearance of contact information from other platforms on the platform, but with the emergence of Xiaohongshu live broadcast, bloggers can interact with fans in real time and cultivate their own private traffic pool. For example, they can promote their own official accounts in the live broadcast room, build their own fan base, and so on.

6. Topics + Live Broadcast

Topics are a way to gather people with the same interests and needs, so the combination of topics + live broadcast can help you find your target user groups quickly.

And on the Xiaohongshu platform, choosing popular topics means that the number of exposures will increase, so topic + live broadcast can also be an option for the live broadcast direction.

Xiaohongshu Topics

In summary: The above six points are some suggestions on the direction of live broadcast content for MCN agencies and KOLs after Xiaohongshu’s internal testing of live broadcast.

If Xiaohongshu officially launches the live broadcast function, it will not only greatly enrich the content types of Xiaohongshu's content community, but also provide more diversified marketing methods for KOLs and MCNs.

The launch of the live streaming section on Xiaohongshu is a brand new experience for Xiaohongshu, KOLs and MCNs, brands and users.

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author: Operations Publicity Xiao Leilei

Source: Operation Publicity Xiao Leilei