For promotion on Xiaohongshu, just read this article.

This article will try to answer your questions:

1. Xiaohongshu platform attributes and current status

2. How to choose Xiaohongshu influencers?

3. How to contribute content to Xiaohongshu?

4. How should the promotion rhythm of Xiaohongshu be arranged?

5. Xiaohongshu official resources and celebrity gameplay

Since March 2018, the monthly active user index of Xiaohongshu platform has been growing at an average rate of 10-15 points per month , from 15 million at the beginning of last year to over 50 million last month. Among them, Xiaohongshu’s monthly active users surged by 44% after its promotion in January 2019. In the off-season of February, when the monthly active users of most apps declined, Xiaohongshu still achieved a growth of 23.9%. What’s more interesting is that in 2018, iResearch classified Xiaohongshu as an overseas shopping app, but in 2019 it was classified as a community dating app.

According to the official data of Xiaohongshu, among the 200 million registered users, more than 80% are female users, more than 60% are users in first- and second-tier cities, more than 60% are iOS users, and more than 70% are those born after 1990. A large number of labels point to the new middle-class urban women who enjoy shopping. Therefore, judging from the platform attributes and the attributes of its users, Xiaohongshu must be the platform that currently has the best effect on promoting products to young women, and it has even changed the decision-making habits of some people. (See the ad somewhere else - go to Xiaohongshu to see if anyone has shared it - go to Tmall to see the discount/evaluation, add to cart or place an order)

Based on this decision-making habit, it is not difficult to find that finding a Xiaohongshu KOL to build word-of-mouth is a shortcut . In fact, through Lao Wang’s experience of continuous exploration over the past year, as well as the conversations he had with the bigwigs of Xiaohongshu in Shanghai two days ago, it is indeed a very cost-effective way.

How to choose kol? Let’s first divide them horizontally into top kols (more than 100,000 fans), mid-level kols (40,000-100,000 fans), bottom kols (10,000-40,000 fans), and amateurs (less than 10,000 fans) . From a vertical perspective, it can be divided into general population tag kols (the content is very diverse, they post everything) and vertical population tag kols (the vast majority post content about a certain type of product) . Let's make a comprehensive comparison:

1. Top KOL: They have a large number of fans and a high price, but the effect is not very stable. It requires the executor to have a high ability to identify water in the account. It is more suitable for a small amount of investment in the initial stage of dissemination to attract fans' attention . It should be noted that for a successful top KOL placement, in addition to looking at the number of comments, likes, and collections of the note itself, it is also necessary to see whether the natural search volume of the brand or product has increased accordingly within 5 days after the note was placed. For the delivery of top KOLs, you can choose either the general population or the vertical population. The cost-effectiveness is usually average. If the data is good in the first few days after the delivery, you can help boost it by pinning related hot searches. The traffic can even exceed the delivery of 23rd-tier celebrity notes.

2. Mid-level KOLs: They are very cost-effective , but they are the hardest hit by water accounts, and require extremely high account identification capabilities from the executors. Moreover, mid-level KOLs are generally released in batches. If you want to be an executor who is responsible for the results, you need to use a mobile phone app to check each KOL’s likes, comments, and collection ratios of at least 10 recent articles, and even the rationality of the content, collections, and comments. (I once saw a post from an account where her boyfriend confessed his love to her, and then she copied and pasted the lyrics of a catchy song into the content. As a result, there was only one comment and more than 1,200 collections? What’s the point of collecting lyrics?) A better way is to find some friends who have made precise placements on Xiaohongshu (such as Lao Wang) and exchange them for some tested and effective kol resources. There is no need to watch it on the PC side, because the PC side only displays content with good data, and there is no way to see more comments.

Mid-level KOLs are suitable for brands to place ads in a long-term manner . Try to choose KOLs in vertical fields based on your own user portraits and tags. To test the effect, you can still look at the natural search volume of the brand/product. You can extend the data from one week before to one week after the launch, and the general trend will be very obvious.

3. Tail KOL: The price of the tail KOL is generally very low. If the average order value of your product is not very high, you can spread more of it together with the waist KOL. The tail KOL will not bring you a very obvious search trend, but it can greatly increase the total number of notes for the entire brand keywords. This number is of great use to user decision-making and trust . Imagine that when a user searches for your keyword, all the content that comes out has a lot of likes and collections, which is also fake.

4. Amateur KOLs: These are basically free. On the one hand, brands can encourage users to post their orders on Xiaohongshu to gain profits at the sales end. On the other hand, they can actively find some amateur KOLs to share their trials. There is a platform called Yingtu that can post tasks and wait for KOLs to accept them, which is quite convenient. The role of amateurs is similar to that of the tail.

Now that you have chosen the direction of your account, content is also a very important part. In fact, no matter which platform you use for communication, native advertising content is a very effective direction. Native content is the content format that users originally want to see when they open the platform. For example, users go to Douyin to see interesting short dramas/beauties/small knowledge that can be explained in plain language, etc. Then your advertising content should be consistent with the user's expectations as much as possible. If users want to see authentic sharing by KOLs who are more popular than themselves on Xiaohongshu, then your content cannot contain professional terms, comprehensive selling points, or flawless products that are unlikely to be spoken by users. The more original and authentic the content is, the more effective it is.

In addition, if your product is a relatively new category and there is not enough market education awareness, then it is difficult to solve your market education problem through such a precise placement on the Xiaohongshu platform. You might as well gain insight into some resonant scenarios and cleverly implant them into the content.

As for the delivery rhythm, since the focus is on effect-oriented delivery, if there is no suitable e-commerce activity to take over, the effect will definitely be discounted . It is okay for fast-moving consumer goods, but especially for durable goods, it is best to cater to the e-commerce nodes themselves (such as New Year's Festival, Valentine's Day, Goddess Festival, etc.) and coordinate with e-commerce activities to deliver one event at a time.

Finally, I would like to share some other views on Xiaohongshu:

1. Celebrity notes. Compared with celebrity endorsements, the price of celebrities posting notes on Xiaohongshu is simply dirt cheap (of course, it is sky-high for KOLs). If you are doing celebrity advertising, on the one hand, you don’t have to be as cautious in choosing the celebrity as you would be in choosing a spokesperson, but you should try to make sure that the labels of the celebrity overlap with the target group of your product. For example, if you are making maternal and infant products, it is best to find a celebrity who has children. The traffic effect of celebrity notes is similar to that of notes with good data among top kols, but the price is dozens of times more expensive. Therefore, when investing in celebrity notes, you must make good use of the value of celebrities, such as promoting your own e-commerce platform, placing advertisements on Weibo specifically targeting the fans of celebrities, etc. The combined ROI will be very considerable.

2. In the past, there were two modes of cooperation with KOLs: reporting and not reporting. If it was reported, it would be indicated at the end of the article that it was a cooperation with the brand. If it was not reported, it would be a private cooperation. It goes without saying which one is better. However, as Xiaohongshu’s management of unreported advertising content becomes increasingly strict, KOLs generally do not dare to take risks. If you try not to report, the total number of mid-level + head kols should not exceed 3 per day (posted in the morning, noon and evening), otherwise the official will catch it as an exception and limit the flow or warn/suspend the kol account. There is no limit on the number of articles that can be reported, and the article data can be easily viewed from the backend of the brand account. It can be said that each has its pros and cons.

3. Collection articles do not need to be reported, and the effect is still good. You can ask KOLs to use well-known brands across categories to promote your brand.

4. The prices of the official resources recently released are relatively high, but it is definitely better to invest early while they are fresh than to invest later. Splash screen ads have always been casually used by the rich. There are two types of information flow: CPD and CPM. There are minimum investment limits, and the prices are not too cheap in the information flow. Those with sufficient budget can choose to cooperate with celebrity notes or top kol notes at an appropriate rhythm.

5. If you have the conditions to open a store in Xiaohongshu Mall, the gameplay will be more diversified, and the official resources also have bidding resources similar to Taobao Search Express, which you can try.

6. What kind of KOLs do you want to target and what content do you want to write? You must plan the brief in advance to facilitate media resource recommendations. Even for excellent media, the pass rate after careful screening will not exceed 40%. It would be good if the general intermediaries in the group of people who are looking for jobs could have a 5% pass rate. You can buy 10,000 fans on Xiaohongshu for only three or four hundred. There are special agencies that create a batch of water accounts. If you are a little careless, the effect of the campaign will plummet, unless you are sure you want to fool your boss with the data displayed on the front desk.

7. There is a platform called Yingtu, where you can find KOLs to cooperate with just like publishing micro-tasks. The efficiency is not that high, but the KOL data on it is more real, and it can be used as a platform for daily and continuous operation of tail KOLs.

8. If it is a celebrity, it is recommended to use video, and if it is a KOL, it is better to use pictures and texts. After all, it is embarrassing to accidentally click on a video during working hours.

9. If there are some experiences that I can’t remember at the moment, you are welcome to contact me through the menu bar at the bottom of the official account. Maybe I will remember them while chatting.

For promotion on Xiaohongshu , please contact Qinggua Media official