Do you know Xiaohongshu's operation and promotion strategy?

A friend previously left a message asking Qingguajun to share with us how to use Xiaohongshu. Today, let’s discuss it together.

Speaking of Xiaohongshu, what is the first thing that comes to your mind?

As fellow people in the marketing circle, the first thing that comes to mind is of course advertising and money.

Do you remember the Forbidden City lipstick from December last year? All products were sold out within less than 5 hours of being active online on Xiaohongshu, which simply shocked the entire beauty industry.

Major beauty and fast-moving consumer goods merchants and brands are rushing to seize the opportunity to promote and market on Xiaohongshu, and it seems that this "bonus cake" is endless.

Let’s talk about how to operate and promote Xiaohongshu.

1. Overview of Xiaohongshu

Xiaohongshu was founded in 2013 and is a community that focuses on UGC shopping and sharing. As of January 2019, the number of users exceeded 200 million, among which those born in the 1990s and 1995s were the most active user groups.

The community generates billions of note exposures every day, covering various lifestyle areas such as fashion, skin care, makeup, food, travel, film and television, reading, fitness, etc.

In terms of age distribution and gender distribution, women account for the vast majority, and male users account for only 12.76%.

Users aged between 24 and 35 account for nearly 80% of the total users, which means that those born in the 1990s and 1995s are the mainstream users of this platform. It also means that it is very appropriate to share new things and recommend beauty and skin care products on the Xiaohongshu APP.

In terms of profit model, Xiaohongshu said that it currently only relies on e-commerce for profit. One part is the commission from store transactions on the platform, and the other part is the income from self-operated stores, each accounting for about half.

The revenue of self-operated stores includes the revenue from the mall’s own independent brand products and the profits from the mall’s self-operated overseas products.

2. Xiaohongshu Content Operation

Xiaohongshu’s recommendation mechanism is the same as that of self-media platforms. First, you need to tag the content of your notes.

Secondly, based on the note tags, recommend them to users who usually pay attention to such tags for reading.

Whether the final note can obtain high views is directly affected by the user experience of the first two recommendations. Notes with high user experience will often get more exposure. On the contrary, it is pitifully small!

A few points to note about the content:

1. Maintain the originality of the content. Xiaohongshu notes have extremely high requirements for originality.

2. Whether the article contains the “content” that triggers the Xiaohongshu recommendation principle.

3. Whether the overall notes have a complete systematization, that is, whether the overall content is consistent, logical and has highlights.

4. Whether the notes contain advertising words or illegal banned words. If you don't "obey the law", Xiaohongshu will definitely hide your notes to a certain extent.

5. Pictures. Beautiful pictures + clean and concise content are the notes that sweet potatoes like to read the most. If you want to be collected more, this still requires some effort~

3. Xiaohongshu Notes Ranking Tips

How can I get my Xiaohongshu notes to rank higher? What else can we do besides keyword layout?

The first step is to layout keywords

Original articles must be written around this title. People who know SEO know that adding appropriate keywords to the title, beginning, middle, and end will have a better effect on the inclusion of the article. Xiaohong's review mechanism is relatively complete, and whether the content shared by note experts is helpful to users can be reviewed.

The layout of keywords is used to the extreme, the density and position of keywords are just right, and they are used very naturally.

Step 2: Improve account quality

The level of a Xiaohongshu account actually implies a degree of friendliness. The higher the level, the more recognized the platform is, and the higher the ranking of the notes may be.

The time of registration, the number of notes posted, the number of followers, the number of comments, likes and collections will all affect the upgrade of the account level.

Step 3: Interact with users

Likes, collections, and comments on Xiaohongshu are direct feedback on whether the user experience is high or low. The greater the amount of interaction, the more users like it, and the platform will give it weight and improve its ranking.

Among the likes, collections and comments on Xiaohongshu, the weight of comments is the highest. There are also skills in commenting. Try to include the keyword in the text of the comment to increase the density of keywords. This is also a very important factor affecting the ranking of Xiaohongshu notes.

4. Xiaohongshu Promotion Skills

Currently, there are three main strategies for Xiaohongshu promotion.

1. Recommended by celebrity KOLs

Leveraging the celebrity effect and influence of influencers, brands or products can explode in a short period of time; in-depth promotion, usage tips, purchase links, etc. are provided to drive purchases of food, clothing, entertainment, and fun based on sharing.

The advantage of this is that this kind of recommendation is more like the celebrity’s daily life and not like deliberate advertising, so it is highly accepted by users. It is easy to form a marketing closed loop of "creative production, celebrity recommendation, KOL recommendation, and purchase guidance".

2. Red people promote

In this regard, I would recommend that you focus on one field, create a unique presence for a specific group of people, and build loyal users.

1. Vertical segmentation: Conduct circle marketing based on brands or groups of people, such as the beauty circle, fashion circle, cute baby circle, etc.

2. Word-of-mouth operation: high trust, high transaction rate, and the purpose of planting grass is easier to achieve.

3. Community: Create a sense of belonging for community users and tap into the community economy.

4. KOL opinion leaders: conduct personal evaluations and use their personal brands to drive user recognition and following, thereby achieving the goal of brand promotion.

3. Influencer Co-Marketing

When multiple internet celebrities work together to market, it is easier to create a phenomenal screen-sweeping phenomenon.

1. Start a topic: such as lipstick color testing, etc.

2. Internet celebrities take action: multiple Internet celebrities promote the product together, from one Internet celebrity to dozens of Internet celebrities promoting the product together, attracting various KOLs to form a specific UGC atmosphere and form a closed loop of "social + e-commerce".

3. Interaction: Interact with fans synchronously, leverage the power of fans, and expand the scope of publicity. Motivate fans by offering rewards for commenting.

4. Popular recommendations: Grasp the content recommendation mechanism of Xiaohongshu platform, combine internal and external factors, and expand the scope of publicity.

5. Xiaohongshu Notes: Soft-implant product purchase links in Xiaohongshu notes to increase purchase rates.

Finally, remember that showing users a personalized lifestyle is the key to continuously generating secondary dissemination.

Related reading:

1. Xiaohongshu promotion and operation content strategy!

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

3. For promotion on Xiaohongshu, just read this article.

4. Xiaohongshu promotion: Xiaohongshu user growth methodology!

5. There are 7 ways to promote on Xiaohongshu. Have you ever made a mistake?

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

Author: Operation Uncle

Source: Operation Uncle (yunyingdashu)