Keywords of this article: Li Jiaqi , Double Eleven, Xiaohongshu
In mid-October, an article titled "Li Jiaqi Kills Double Eleven" was widely circulated on WeChat Moments, sparking widespread discussion in the industry. Obviously, Li Jiaqi cannot kill Double Eleven. But this is enough to illustrate Li Jiaqi's huge influence on Double Eleven. So what is Li Jiaqi’s team’s unique understanding of Xiaohongshu’s Double Eleven marketing? Through Li Jiaqi’s Xiaohongshu notes, we found some clues.
Grass-growing content test
Li Jiaqi has more than 10 million fans on Xiaohongshu, second only to Xiaohongshu official account Welfare Club and celebrity Fan Bingbing.
From September 1st to October 27th, Qiangua showed that Li Jiaqi maintained a high frequency of updates on his Xiaohongshu account, updating 41 notes in the past 58 days, with an average of 1 update every 1.41 days. The median number of likes is 9468, the median number of favorites is 1557, the median number of comments is 396, and the median number of shares is 1404.
The year-on-year growth rates are both over 100%, and Li Jiaqi's account's ability to acquire traffic is constantly increasing.
There were peaks in the number of likes on September 17, October 14, October 16, and October 19. October 14, October 16, and October 19 were also peaks in the number of collections and shares.
Fans' recognition of the value of Li Jiaqi's notes continues to increase, which means that the content of Li Jiaqi's notes is more in line with the needs of Xiaohongshu users.
The September notes cover 90% of the content directions, including category collections, "All Girls' Offers", new varieties, etc. In October, 50% of the content modules were retained and 10% were added.
September is the Double 11 grass-planting and water-accumulating period for Xiaohongshu (or the early stage of account operation). Brand placement (or account operation) requires content testing to further deepen the content that users like, make choices on content that users pay less attention to, and constantly test new content directions.
The September notes, on the one hand, are to attract traffic for the live broadcast from September 22nd to September 28th, and to lead the way in new product promotion and outfits. On the other hand, they are also to pave the way for testing the category collection and content such as "All Girls' Offers" during the Double Eleven pre-sale period starting on October 20th.
Of course, there is also no shortage of pure sharing content such as daily sharing and Mid-Autumn Festival mooncake tasting.
Whether it is daily sharing or commercial promotion, it is mostly presented in the form of funny skits, knowledge classes, etc., including but not limited to what to wear to a wedding, what to wear to roommates, the winter and autumn atmosphere, etc.
In October, we will focus on launching a collection of categories and a series of notes titled "All Girls' Offers" to fully accumulate user awareness and gather public and private domain traffic for the pre-sale starting on October 20.
Video duration changes
From September 1st to October 27th, all of Li Jiaqi’s Xiaohongshu notes were video notes, and the length of the videos kept changing.
From September 1st to September 26th, the length of the video notes released by Li Jiaqi were all within 3 minutes, and some video notes were only 30 seconds long.
On September 27, video notes of 5-9 minutes and even 10-15 minutes began to appear.
On the one hand, there is a demand for content such as collections and"All Girls' Offers".
On the other hand, among the notes with 10,000+ likes, the proportion becomes higher as the video length increases.
Xiaohongshu users have a high acceptance of high-quality mid-length videos, and valuable content can gain recognition from more users.
Summarize
From Li Jiaqi's Xiaohongshu notes data, we get the following information:
Note content testing is very important whether it is account operation or brand promotion.
Continuously optimize content direction based on interaction data feedback.
Xiaohongshu platform has the soil for the dissemination of medium-length videos, and valuable content can gain user stickiness.
