Xiaohongshu promotion method: How to promote effectively?

When you have a fan "offline", and he spends 28 yuan to buy dried fish, you will immediately receive 8.4 yuan in your account, which is a rebate of 40% of the original selling price. As long as he registers on Xiaohongdian through the link you clicked, every order he places will bring 40% of "passive income" to the "upstream supplier".

If you ask me which platform users enjoy watching advertisements the most? That must be Xiaohongshu!

Since its establishment in 2013, Xiaohongshu has grown from a pure PGC content platform to a lifestyle sharing platform mainly based on UGC content, which is not easy.

Recently, many Shiguofan fans have consulted Zhiketuan about the marketing methods of Xiaohongshu. Now Shiguotunyi is here to analyze it.

Since information flow advertising has not yet been officially launched, let us first understand its operating strategy. After the information flow goes online, I will launch another wave of information flow operations.

From the promotion of Beingmate milk powder on Xiaohongshu to the placement of Its skin snail cream on Xiaohongshu KOL notes, Zhique.com has helped many brands achieve good conversion results through strategic promotion and refined content distribution.

So how do brands make use of Xiaohongshu? What are the secrets?

1. Create a hot-selling product across the entire network through content marketing

Content direction is the basis for the execution of all subsequent content operation strategies in a community. If the direction is wrong, all efforts will be in vain.

From 2013 to now, Xiaohongshu has gone through a process from serving only female users who planned to go shopping in Hong Kong at the beginning, to female users interested in overseas purchases, to online shoppers who buy cross-border goods without leaving home, and then to today's lifestyle sharing platform. The target user scale has been expanding, so the content direction is also becoming wider and more numerous.

How to determine the content direction? After the content direction is determined, how to choose topics and subjects? What kind of content is high-quality content?

I analyzed the current content direction of Xiaohongshu from four perspectives.

1) Content positioning

① Analysis of target users of Xiaohongshu

According to the data provided by iResearch App Index, we can see that the main users of Xiaohongshu are young girls born in the 1990s who come from first- and second-tier developed cities and love beauty and pursue a refined life.

Xiaohongshu's product positioning is: a platform that provides outbound shopping information, shares shopping needs and demands, collects the experience of experts from all over the world, and provides detailed buying guides for outbound shopping enthusiasts.

② Xiaohongshu’s content positioning

Targeting this user group, Xiaohongshu’s content positioning is to provide young girls who love beauty with relevant guides on fashion, skin care, and lifestyle.

2) Content topic

The content topic should be relevant to the positioning. Currently, Xiaohongshu’s content covers 18 topics including fashion, skin care, makeup, celebrities, etc. Content related to the lives of young girls is the content topic scope of Xiaohongshu.

This can be seen from Xiaohongshu’s slogan “Mark my life”. Currently, Xiaohongshu’s content covers 18 topics including fashion, skin care, makeup, celebrities, etc.

Such topic classification is not achieved overnight. In the beginning, in order to attract women who like shopping, we only focused on topics such as beauty, skin care, and fashion. Later, Xiaohongshu added and adjusted topics based on the platform's user and content data analysis.

3) Follow hot topics and spark new topics

First, we need to clarify a formula:

Communication = content x channel x timeliness

As for hot events, they will not be expanded due to their timeliness. As for channels, it is not difficult for a 5 million account to reach 100,000+, so channels will not be the focus of our research.

We can compare an article to a string of Buddhist beads or a bracelet; a good article must consist of two parts. One is the logical line or main thread that runs through all the content; the other is the beads, which are the details of an article.

2. Xiaohongshu’s social fission

When you have a fan and he spends 28 yuan to buy dried fish, you will immediately receive 8.4 yuan in your account, and the rebate is 40% of the original selling price. However, this rebate cannot be pocketed immediately. It can only be withdrawn after 50 new users are attracted to Xiaohongdian and 12 days have passed since the user's order is completed.

In this regard, some users questioned whether the "distribution threshold" of "50 people" is too high compared to other "groups of 5 people, groups of 9 people"?

"Most ordinary users may invite less than 50 people, so withdrawing money becomes an empty talk. In order to withdraw this 8 yuan, I have to keep attracting new users to Xiaohongdian."

After becoming an influencer, you can enjoy Xiaohongdian’s “merchant services”, which include guidance on product selection knowledge, business course training, logistics system support, platform after-sales service and other e-commerce system guidance.

In addition, you can also manage fans. In "Fan Management", you can see information such as fans who have placed orders, fans who have browsed, and fans of celebrities.

It can be seen that Xiaohongshu is trying to use WeChat, a powerful social platform, to carry out social fission and obtain low-cost traffic.

In other words, Xiaohongshu is looking for new channels to increase the conversion rate of the community and accelerate its commercialization. To put it bluntly, it is to "monetize content."

However, the fact that Xiaohongshu is using WeChat, a social platform with 1 billion daily active users, to monetize is enough to show how big its ambition is.

As it is currently in trial operation, there are relatively few SKUs in Xiaohong Store. There are only about a dozen items at the moment, and they are all snacks on the TOP list.

In fact, it is a very good choice for Xiaohongdian to use food as an entry point to open up the social circle on WeChat, and the chance of success will be greater.

Why do I say so? This is mainly because social e-commerce itself prefers products with high repurchase rates and low average order values.

For such products, consumers will not have too many concerns when making purchases, and it is easier to generate fission sales through social means. This has been well verified in Pinduoduo.

3. Xiaohongshu’s fan fission

The reason is not difficult to find. If you want to achieve the ultimate in fan marketing, you should first start from the perspective of fans, let fans participate in marketing activities, pay attention to fans' consumption experience, and let fans participate in the activities instead of being spectators!

At this time, the fans' interactive experience becomes particularly important.

"Xiaohongdian" has 50 members, and obtaining the authorization of form_id counts as 1 fan, that is, 1 new user.

According to the mini-program authorization price on the market, one authorization should be around 2 yuan, and the value of a membership is 100 yuan in free promotion fees.

"Daily Tao" only requires 10 members, but the threshold is registration. Compared with the authorization on WeChat that can be completed by clicking OK, registration requires filling in a mobile phone number, and the user conversion rate will be much lower. Here, 10 yuan is considered a high price for one registration (the general market price is > 10 yuan). If 10 fans become members, the value of one member is also 100 yuan in free promotion fees.

However, from the perspective of the subsequent user life cycle, the users of "Xiaohongdian" only purchase one type of product with eight styles, which is also limited, and they are all products of the nature of Internet celebrities. It is certain that many users place small orders and have a very low repurchase rate.

The positioning of "Xiaohongdian" is definitely based on sales volume. After all, Xiaohongshu has always been a community for creating popular products.

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!

6.4 major strategies + 7 major skills, a comprehensive interpretation of Xiaohongshu promotion strategy!

7. It only takes 3 steps to attract traffic and promote Xiaohongshu!

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

Author: Huan Yuxuan

Source: Huan Yuxuan