4 strategies + 7 tips, a comprehensive interpretation of Xiaohongshu promotion strategy!

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 people have consulted in the background about the marketing methods of Xiaohongshu. Now the editor will give a unified answer.

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

1. Xiaohongshu Crowd Profile

Xiaohongshu is a platform where celebrities and influencers share clothing combinations, makeup tutorials, travel guides, food reviews and other content every day. It is a place where you can be interested in a hundred products in minutes.

The majority of the population are women, accounting for 86.05%, while men only account for 13.95%.

Those born after 1990 account for more than 70%, those aged 24 and below account for 21.32%, those aged 25-30 account for 29.32%, those aged 31-35 account for 35.12%, those aged 36-40 account for 11.88%, and those aged 41 account for 2.35%. Xiaohongshu has seriously influenced the lifestyle and consumption mentality of this generation.

Xiaohongshu's audience is mostly people with middle-income or above, accounting for nearly 90% of the total population.

Advantages of Xiaohongshu

1. From PGC-style one-way output of shopping guides to UGC-style overseas shopping sharing community.

2. The notes shared by numerous celebrities and high-quality experts have made it a famous "grass-planting platform" in the industry, as well as a "soft article gathering place."

3. The new round of internal testing of Taobao Mobile has achieved the integration with Xiaohongshu’s content, which means that you will see Xiaohongshu on Taobao in the future.

4. The population with medium consumption and above, mainly women, forms a super-precise traffic pool.

2. Common Marketing Strategies of Xiaohongshu

As mentioned above, Xiaohongshu is a gathering place for soft articles, and users are very excited to read the advertisements. Judging from the attributes of Xiaohongshu, it is an indispensable choice whether it is to enhance brand awareness or product conversion.

Generally speaking, on Xiaohongshu, the commonly used marketing strategies are mainly the following four points.

1. Celebrity recommendations: drive traffic and create hot products on the Internet

How did Xiaohongshu become popular? It means the entry of celebrities, and just like Tik Tok, it relies on the traffic of celebrities to direct traffic to the platform.

It can be said that celebrity recommendations are a major feature of Xiaohongshu. At the same time, the recommended products are easily given labels with exclusive celebrity recommendations. There is no need to consider issues such as likes and rankings. Users will follow suit and buy in minutes.

Moreover, there is not much commercial atmosphere in the celebrity’s Xiaohongshu recommendation notes, but more personalized recommendations. These personalized products are recommended by celebrities through notes in the form of pictures, texts, videos, etc., which increases users' trust in the products and converts them into direct purchasing power for the brand.

2. KOL diffusion: using KOL attributes to increase brand exposure

Xiaohongshu is different from other e-commerce platforms. It has established a content sharing community based on UGC. Among them, KOLs have a large amount of fan traffic and lasting fan attention. They have strong voice and influence.

We can use the powerful voice and influence of Xiaohongshu KOL to implant the brand product image into the fans' impression, and the brand can gain considerable popularity and search volume from the Xiaohongshu platform, which can greatly increase the brand's exposure and conversion rate.

3. Influencers promote products: guide consumption and prompt users to place orders quickly

In the era of mobile Internet, audiences' focus is becoming more and more segmented, and more and more people are keen on KOL-guided consumption, sharing consumption preferences and consumer trust.

Through the review notes posted by KOLs, audiences communicate with each other in the Xiaohongshu community through comments, private messages, etc., establishing a network of social relationships, including connections between audiences and KOLs and between audiences, which in turn triggered a widespread internet celebrity economy.

Kuaichuan uses four major strategies of celebrity recommendation, KOL diffusion, internet celebrity dominance, and red book promotion by celebrities to create a good reputation for the brand, achieve a large amount of exposure for the brand, enhance brand awareness, establish a unique brand image, and bring higher conversions for the brand.

4. Internet celebrities dominate the screen: notes siege, strengthen the audience's brand impression

A study shows that 81% of consumers will have their purchasing decisions influenced by high-frequency content.

Therefore, if you want your brand to be quickly exposed on Xiaohongshu, the key point is to work with KOLs to create a "phenomenal screen-sweeping" experience for the brand through high-quality content.

First, we conceive and initiate topics through big data analysis, target population portraits, and keyword data of peer competitors. Next, we invite multiple KOLs to post tips together to attract more KOLs to participate and form a unique UGC atmosphere. At the same time, we let KOLs interact with fans and use the power of fans to maximize the influence of the topic. Then, we use the content recommendation mechanism of the Xiaohongshu platform to push the topic to a hot topic. After dominating the screen through layers of linkage, we implant brand product purchase links into KOL tips to further increase the purchase rate.

3. Notes

Xiaohongshu is a natural advertising platform, so we can ignore the question of "how to gain user trust" during promotion, and instead think about " how can I attract user attention ".

Here, Tuzi lists several things that you must pay attention to during promotion to help you increase the attractiveness of your advertisement.

1. Title

There is no doubt that the title is very important. It is the key to attract clicks and assist the header image.

Xiaohongshu is positioned as "recording a beautiful life", and its users follow this principle. When browsing Xiaohongshu, users expect to discover new products/destinations/brands that can help them enjoy a better life, so your title must be able to convey the message of "a better life" .

This is why when Li Jiaqi recommended a lipstick, he would say “Buy it and you’ll be a lady!” According to statistics, the click-through rate of keywords including "private collection" and "dry goods" is more than 2 times higher.

2. Header Image

There is no need to introduce too much about this, as it is the same principle as our bidding or information flow promotion.

For example, in the following pictures, both are video displays, but in the first picture, there is just a black rice ball. You know that cooking is going on, but only after seeing the title do you know what to do specifically.

The second picture directly shows what it is and what you can get by clicking it, making the user's clicking behavior result-oriented and easier to attract attention.

I won’t say much about the need for the first picture to be clear and attractive, as everyone knows that. As Xiaohongshu has recently tightened its supervision of notes, pictures that are too professional (perfect) will be judged as promotional notes, and pictures that are too commercial will not be liked by users, so how to grasp the scale of pictures becomes the key.

It is recommended that when shooting, try to be in the situation of a real blogger to increase the sense of reality; at the same time, avoid close-up photos of skin blemishes, which are disgusting to look at, let alone expect users to click on them.

3. Frequent use of exclamation points and emoticons

Exclamation marks are very common in titles. Their main purpose is to create a "shocking" effect, so as to attract readers' attention immediately.

Something like this:

incredible! ! XXXXXXXXXXXX

word my god! XXXXXXXXX

At the same time, we can also use more emoticons or symbols. As for women, they prefer exaggerated expressions and rich colors.

As shown below.

4. Use numbers more often

Humans are more sensitive to numbers than to words. Making good use of Arabic numerals can help readers get the core elements of the title immediately.

Something like this:

Lose 10 pounds lying down in 7 days

2 yuan dormitory artifact

28 days, legs grow 5CM

Through numbers, users can have a better understanding of product results.

5. Seize the 24-hour golden time

We all know that this kind of content recommendation has a certain algorithm, and only high-quality notes will be pushed to the top and get higher exposure.

Among them, " 24 hours " is the golden time, which is the key to judging whether your notes are excellent. If your note gets a certain number of likes and collections within 24 hours after being sent out, the system will automatically determine that it is a high-quality note and then recommend it to more users.

6. Keyword layout

In addition to ranking in Xiaohongshu, there is another very important item, which may be your only opportunity to be displayed without considering the number of likes, etc.

That is search. Users will use search to get the content they want. Therefore, we must know how to layout keywords in the article.

Keyword layout is divided into two points: implanting popular keywords and title keywords.

• Implant popular keywords

It is no exaggeration to say that popular keywords have millions of traffic! So, babies, don't waste it.

For example, if “preparing for marriage guide” is among the popular searches, then you need to find a way to make this keyword appear in your title.

• Title Keywords

The article title must contain keywords, which is the same as SEO. There are two main points to note here:

The entire article must be written around one keyword, and do not set multiple topics.

Try to add keyword-related topics at the end of the picture.

As shown in the picture, this note ranks second when searching for the keyword "lotion", and has maintained a stable ranking for more than a month. This is done according to the 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.

7. Interactions

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 1.4 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.

The above are some of Xiaohongshu’s marketing methods and techniques. In fact, in the operation of Xiaohongshu, the most important thing is ranking. As I said above, as a natural advertising platform, Xiaohongshu does not have to worry about whether users will buy or not. What it needs to worry more about is "how to attract users' attention."

Remember: Xiaohongshu marketing = marketing methods 10% + high-quality content + 45% + interaction volume 45% .

Source: Houchang College