How to use Xiaohongshu for promotion and marketing?

Xiaohongshu is very popular now, and major beauty, fast-moving consumer goods merchants and brands are rushing to seize the opportunity to promote and market Xiaohongshu.

But many operators are troubled by why their work is ineffective?

The Xiaohongshu notes sent have no ranking, and there is no chance of making the brand or product terms become popular searches.

In fact, there are many reasons, but the main reason is that you have not yet mastered the ranking mechanism and principles of Xiaohongshu notes, and have not actually tested and operated in accordance with the ranking mechanism principles.

I started using Xiaohongshu in 2015 and conducted a lot of tests with technical staff. Later, I mastered the rules and principles of Xiaohongshu's keyword ranking mechanism.

There are also technologies that can be searched on hot topics, and there are already hundreds of actual cases of operation! The skin care, cosmetics, daily chemicals, consumer goods and other industries have the most customers, and we have also discovered a trend that since last year, many businesses have shifted their focus to Xiaohongshu promotion .

I would like to share with you a previous practical case, in which we quickly ranked three notes for keywords. It only took us two days for all three to be ranked stably in the top three. Then we immediately reserved two more, and planned that their notes would be in the top five during the Double Eleven period.

The effect of this is that the traffic of this word is almost monopolized, the exposure and user reputation can be greatly improved, and sales conversion will also increase dramatically, as shown in the figure below.

First of all, when posting, it is recommended to publish original content. The overall non-original content of the note will affect the account exposure, and content containing some non-original pictures and texts will not be recommended (the brand’s own official website pictures are original pictures~).

Therefore, originality is very important. Of course, you can also be pseudo-original, but the technique must be more advanced.

Many brands want to put their notes in the first five or ten of the keyword search page. This is definitely impossible to achieve relying solely on the operations of operations personnel. It is very important to quickly occupy the entrance of each keyword and reverse the flow to form conversions!

There is also the word "operation" hot search. There is no doubt that the exposure of hot search is in the millions every day.

It can accurately direct traffic to stores for conversion or brand promotion.

Of course, there are definitely some regulations that need to be paid attention to when publishing Xiaohongshu notes. You don’t need to step on landmines and fall into pits before you understand anything.

The published articles or pictures cannot contain watermarks or information from other platforms, such as Tmall promotional information, JD watermark information, etc. I believe that many platforms are actually like this. The reviewers will directly reject your posts. If you want to generate more conversions, you can insert official products or store links in your notes, and you can also interact with users.

In addition, at the request of the Cyberspace Administration of China, pornographic materials, novels, movies and other content with slightly larger scales cannot be put on the recommendation page. It is estimated that there is no hope for these to be expanded to a certain extent.

Third, the first picture contains uncomfortable content: such as close-ups of skin blemishes and exposed obese bodies.

Avoid controversial content, uncivilized language targeting "things" such as the catchphrase "TMD", discussions about fakes, how to distinguish the real from the fake, and other content related to fakes.

Just do it formally! If it is a hard advertisement, you need to add keywords such as brand gift.

We have discussed above what specifications you need to pay attention to when posting notes. Now let’s talk about the most important thing: How can you make your Xiaohongshu notes rank higher? Many people often ask me on WeChat. Next, I will mainly talk about the Xiaohongshu note ranking skills in three parts:

The first step is to do keyword layout

1. The article title must contain keywords;

2. Secondly, the theme of the entire article must be written around this keyword. Don’t write around multiple themes. Be specific!

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

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.

Step 2: Increase the amount of 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.

Third, create high-quality accounts (high weight)

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.

These are the keyword ranking techniques for Xiaohongshu’s notes. As long as you follow these principles and mechanisms and make the content rich and attractive, you will not have to worry about not having a high ranking and exposure.

Source: Xiaohongshu ranking