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

"Little Red Book" is an emerging cross-border e-commerce platform based on the community. Most brands want to grab traffic by promoting Little Red Book . Through analyzing a large number of Little Red Book promotion cases, Kuaichuan has found that the brand exposure and conversion effect is much better than that of other platforms. Perhaps this is why brands want to do a good job in promoting Little Red Book. I won’t go into much detail about the development history of Xiaohongshu, and let’s get to the point.

The above is the traditional e-commerce platform model

The above is the social e-commerce model represented by Xiaohongshu

For merchants, if they do the promotion on Xiaohongshu by themselves, the speed will be relatively slow, so today I have listed 6 methods of promotion and practical knowledge and precautions during the promotion process. First, let’s talk about the six delivery methods.

1. Celebrity Advertising

2. High-quality expert notes delivery

3. Distribution of notes from experts

4. Amateur advertising

5. Keyword ranking optimization

6. Keyword brand drop-down words

1. Celebrity Advertising

The power of celebrities cannot be underestimated. The sales of products promoted by Fan Bingbing and Lin Yun have skyrocketed, and it is common for Fan Bingbing's products to be out of stock. From the perspective of environment creation, Xiaohongshu does objectively have aspects that attract celebrities. This platform has been committed to building a community and establishing a lifestyle sharing platform. A large number of other irrelevant negative emotions or content can be effectively "folded".

Stars don’t have to be perfect here. They don't need to express their political views, and there are not many users who come to ask you to "care about your country and the world." If you show off your bag, no one will touch it and scold you for showing off your wealth. In short, this is a world without any "argumentative people."

The effect of celebrity advertising: creating a celebrity effect, bringing goods and increasing brand awareness. Later, when you are working on spreading the word, you can expand the publicity effect around celebrity themes. There are disadvantages as well. The price is high, and sometimes the expected effect may not be achieved. Some of them, after being published, are not as effective as an article written by an expert.

2. High-quality expert notes delivery

High-quality influencers are called KOLs, who have avant-garde aesthetics in terms of number of fans, appearance, dressing style, and makeup. After publishing the note, it can be quickly spread to other users through the platform’s push mechanism to fans, thereby increasing the popularity of the note and driving more natural traffic.

The desired effects are: 1. Create popular notes to achieve conversion effects; 2. Through the Xiaohongshu mechanism, accurately push the content of the notes to high-quality customers to achieve conversion.

3. Distribution of notes from experts

A volume expert, also known as a C-level expert, can also be called a marketing account. He has no personal background and the number of fans ranges from a few thousand to twenty or thirty thousand. This group of experts is mainly composed of mothers, women from third- and fourth-tier cities, and a small number of students.

Their value lies in setting off high-quality influencers and increasing the volume of a brand's articles. After all, the price of one high-quality influencer is the price of five volume influencers. There will be some good articles among them, and it is common for small popular articles to appear.

4. Amateur advertising

Amateur is an ordinary account that actually exists. It can be said to be a water army or a buyer's show. When so many influencers promote a product, it looks like an advertisement. At this time, some authenticity is needed to support the brand. The best way is to use amateurs. There are actually not many requirements for pictures and texts. Just insert the mall link and brand number appropriately.

It requires momentum in a short period of time. Currently, Xiaohongshu has strict review of amateur notes. If they are sent improperly, they can easily be blocked, which is equivalent to doing useless work.

There are actually two effects of posting amateur notes, usually for endorsement and placeholder.

The current effect is that when users search for product or brand keywords, there are multiple articles written by amateurs. The user will then think, you see, not only experts but also many ordinary people have used it and said it is good! In addition to increasing authenticity, amateurs can also grab keywords. After all, the amount of content posted by amateurs can be large because the price is low.

5. Keyword ranking optimization

In the ranking of keywords, you should know that the notes in the front row can always give people a good first impression, and few people will flip through them one by one to read them, so the higher the ranking of the notes, the higher the exposure they can get. This is why there are now a large number of official advertising spaces in keywords, but first, the official advertising spaces are expensive, and the price-performance ratio may not be suitable. Second, notes are hard advertisements, and users will have a certain resistance to them.

The desired effect of keyword ranking optimization is: more exposure and display in order to achieve conversion.

6. Keyword drop-down

The purpose of adding corresponding brand drop-down words under keywords is to increase brand awareness and promote the brand. It will be more convenient for users to find the brand when searching for related products.

The above are the 6 ways of marketing promotion on Xiaohongshu. When merchants are promoting, they can choose and match related businesses according to their budget. For example, if you want to make explosive notes, you can choose high-quality experts + keyword ranking optimization, which will make it easier to produce explosive articles. While spreading amateur notes for brand promotion, you must make relevant keyword drop-down words, so that amateur notes will be displayed first under their own brand keywords, so as to maximize the role of amateur notes.

Speaking of promotion methods, here are some practical knowledge and precautions during the promotion process.

1. How to distinguish the quality of expert accounts

2. What should you pay attention to when posting Xiaohongshu notes?

3. What should you pay attention to if you want to improve keyword rankings?

How to distinguish the quality of expert accounts?

The like-to-collection ratio is an indicator that is relatively easy to judge whether the influencer's data is real. Generally speaking, collections are at least twice as many as likes, and collections of high-quality content are even 4-8 times as many. Of course there are special cases. To determine whether the influencer data is real or fake, you can judge from the likes and collection data of each picture and text. If they are all average, it means that it is very likely to be fake. If there are both good and bad, the possibility of him being a real influencer is greater. In the case of comments, many of the comments are biased towards advertising, and are even surprisingly consistent. If you click carefully, you can make a judgment or two. When choosing to cooperate, many brands tend to prefer Xiaohongshu influencers who have a large number of fans, relatively good data, and whose quotes are lower than the industry price. Such people should always be watched out for. To identify the quality of influencers, you need to carefully look at the quality of their content, number of posts, interactions, likes and likes ratio, etc.

What should you pay attention to when posting Xiaohongshu notes?

1. You must publish original content. Non-original content in the notes will affect the exposure of the account. Content containing some non-original pictures and texts will not be recommended (the brand’s own official website pictures are original pictures~), so originality is very important. Of course, you can also pseudo-original, but the technique should be higher;

2. Articles or pictures cannot contain watermarks or information from other platforms, such as Tmall promotional information, JD watermark information, etc.;

3. If you want to generate more conversions, you can insert official product or store links in your notes, or interact with users;

4. Content or pictures with relatively large sexual content: At the request of the Cyberspace Administration of China, pornographic materials/novels/movies and other relatively large sexual content cannot be placed on the recommendation page;

5. The first image contains content that causes discomfort, such as close-ups of skin blemishes, or exposed fat bodies;

6. Dispute content: Uncivilized language targeting “things” such as the catchphrase “TMD”;

7. Content related to counterfeit goods: discussion of counterfeit goods, identification of true and false goods, etc.;

8. Hard advertising needs to include keywords such as brand gifts;

Today I will mainly talk about Xiaohongshu note ranking skills in three parts:

What should you pay attention to if you want to improve your keyword rankings?

1. Keyword layout

1. First of all, the article title must contain keywords;

2. Secondly, the theme of the entire article must be written around this keyword. Do not write around multiple topics. Be focused!

3. Also in the pictures, try to add keyword-related topics at the end.

For example, this note of a customer ranked 6th when searching for the keyword "lotion", and has been ranked stably for more than a month. This is done according to our requirements, and the ranking effect is very good, because the layout of the keywords is used to the extreme, the density and position of the keywords are just right, and they are used very naturally.

2. Article Interaction

In fact, it is the interaction data such as likes, collections and comments on Xiaohongshu. We should be able to see that the top rankings have a large amount of basic interaction. The better the interaction, the more users like it. The Xiaohongshu platform will increase its weight and improve its ranking. Among the likes, collections and comments on Xiaohongshu, the comment weight is the highest. There are also tips in commenting. Try to include the keyword in the text of the comment to increase the density of the keyword. This is also a very important factor affecting the ranking of Xiaohongshu notes.

Let's take a look at the notes under the keyword "lipstick". Lipstick is a very popular category in Xiaohongshu, with nearly 1 million notes. The competition is quite fierce. You can take a look at the top ranked ones. The number of likes and interactions is very high. If you click in, you can see that there are also many collections and comments.

3. The weight of the publishing account itself

Everyone should know that Xiaohongshu accounts have levels. The registration time, the number of notes posted, the number of fans, the number of comments, likes and collections will all affect the account level. The higher the level, the more recognized the platform will be, and the green light will be given, and the notes may be ranked higher.

Therefore, many businesses will choose to find Xiaohongshu influencers like the one in the picture below to post notes on their behalf. In addition to allowing more fans of the influencers to see the notes, it is more for the purpose of having good keyword rankings.

4. SEO optimization, providing ranking

Regarding SEO optimization, it is to rank this note to the front by optimizing the article keywords. The optimization methods here are similar, but the operations and techniques are different.

The reason why the ranking of Xiaohongshu notes is difficult to operate is that Xiaohongshu does not have a PC version, and the rules of the Xiaohongshu platform are strict, with high requirements for the quality and originality of the notes, resulting in many merchants publishing notes that cannot be included in the platform.

So, many people say, why is it so difficult to make money on Xiaohongshu? Is content e-commerce so difficult? In fact, let’s think about it from the perspective of the Xiaohongshu platform. You are not a Xiaohongshu merchant, so why should they let you attract traffic on their platform for free? As long as you are not a Xiaohongshu merchant and want to attract users, all your operations are actually in violation of regulations. Unless you are a Xiaohongshu merchant, you can solve many of the troubles encountered above.

I finally summarized the following four recommended methods for attracting traffic from Xiaohongshu:

1. Xiaohongshu’s popular notes attract traffic, and writing more high-quality notes is the key to doing well on Xiaohongshu.

2. Use multiple accounts on Xiaohongshu to post notes and win by quantity.

3. Xiaohongshu keyword ranking to attract traffic. Intercept traffic from comprehensive search volume.

4. Join the Xiaohongshu platform to obtain natural traffic.

Finally, I would like to give you a sentence: in content e-commerce, knowledge is traffic. Usually learn more about your own field.

Author: Second Brother

Source: Xiao1 Red Book overall promotion