A guide to placing ads on Xiaohongshu for brands like Huaxizi!

With the rapid increase in the number of brands entering the market, it has become increasingly difficult to obtain effective traffic.

I am also doing Xiaohongshu advertising . Why do I spend time, energy, and labor costs but there is no effect?

This is what the brands that come to me for consultation say most often. They watch their peers reaping all the benefits, but they themselves just can’t figure out how to do it.

Today I have summarized for you the common mistakes that several major brands make when advertising on Xiaohongshu. You can check them out and make timely adjustments.

Among the brands that have not seen any results from their advertising on Xiaohongshu, many of them started investing without understanding the platform’s mechanism. This results in unsatisfactory results, and in serious cases even a complete failure.

If we want to germinate in a piece of soil, we must first figure out what is suitable for planting in this soil and what is not suitable for planting. What are the institutional bottom lines? Abiding by these basic rules will be more conducive to our taking root and sprouting.

Some brands place ads without knowing the platform rules, or even directly transfer their ideas from other platforms to Xiaohongshu, not knowing that each platform has its own rules, and Xiaohongshu is no exception.

Here are some examples:

1) Not understanding the brand’s basic voice on the platform

The new brand had just been launched on the market and had few notes on the Xiaohongshu platform before. However, it was put on the market in large quantities without any voice, which led to a sharp increase in the number of notes on the platform, directly causing the brand to be restricted or even put in the black room.

We must do a good job of preliminary preparation before launching the campaign, and make arrangements based on the brand’s existing voice on the platform to ensure that the brand’s voice grows steadily on the existing basis.

2) Disordered delivery rhythm

The overall rhythm of brand placement was not well controlled. One article was placed today, several articles were placed next month, and then again after two months. The placement notes were sporadic and sometimes not, resulting in the inability to settle and accumulate brand voice.

3) The notes contain banned words/banned content

For example, placing false advertisements in notes, misleading users, or using exaggerated words to promise guarantees, etc.

Failure to comply with platform rules will result in traffic restrictions and violations. The notes placed in this way will not be retrieved, which is almost equivalent to placing them in vain.

The above mentioned situations are relatively common where people place orders without understanding the rules of the platform. It is recommended that you first understand the rules of the platform before placing orders, and then act based on your own situation.

If a brand wants to get more traffic and exposure, creating explosive articles is one of the most effective ways.

Because according to the recommendation mechanism of the Xiaohongshu platform, notes that are pushed to users for the first time and have good interaction data in terms of likes, collections and comments will be pushed to a wider range of users again, and so on, producing small and big hits. Therefore, we also pay attention to the hit rate when we release the content.

What we need to pay attention to here is that when we are placing ads, we want to create popular articles but we cannot blindly pursue popular articles. Instead, we need to create more effective seeding notes and avoid ineffective popular articles , that is, the situation where the data looks good but there is almost no conversion.

To give a simple example, there are now the following two notes:

1) The number of interactions was only 600, which is not a big hit, but more than half of the comments were focused on the product (asking about product purchasing channels, brands, usage scenarios, concerns during use, and other relatively real and subjective questions).

2) The number of interactions was 6,000, which was a typical hot post based on the data, but the comments were all praising the blogger for being good-looking, funny, and "I love the blogger so much" , which had nothing to do with the brand or product.

In comparison, although Note 1 is not as good as Note 2 in terms of data performance, it is obvious that its content has attracted readers' attention and made them interested in the product itself to a certain extent. This is an "effective seeding note" that can promote conversion.

So sometimes we can’t just pursue the data of the notes, but we have to consider its grass-roots power.

We can see this clearly from the two notes I wrote on my trading.

Many users leave comments asking about details about the product, such as purchase channels, proving that users have noticed the brands and products in the notes and have a desire to buy or have made consumption decisions.

Bloggers are the key medium that determines the results of our entire campaign.

High-quality bloggers can better display and convey brands and products to their fans , allowing more people to learn about the brands and products and thus reap the rewards.

Therefore, the quality and suitability of the blogger has a great impact on the overall delivery results.

Here I will briefly list a few key points for screening bloggers suitable for brand placement:

Each Xiaohongshu account will be labeled by the platform based on the content posted, and different labels will be recommended to different groups of people, so whether the account is vertical is the key to whether it can reach the precise audience.

Like the two accounts listed below, the content shared on the homepage is relatively vertical. The first one is relatively food-oriented, and the second one is more inclined to home furnishing sharing. The proportion of commercial advertising and hard advertising are both suitable.

The degree of fit between the blogger and the product is to determine whether the blogger's fan group and the corresponding target group of our product are roughly consistent.

For example, if a blogger’s fans are mostly students, it would not be particularly appropriate to ask her to embed household products such as sweeping robots, washing machines, etc.

There may be traffic, but since the fans are not the target audience of the product, conversion is very difficult, and there may even be no traffic because the product does not meet the preferences of the fan group.

Only by choosing the right blogger can you accurately reach your target users and achieve conversions.

On the premise of identifying the core selling points, bloggers can be allowed to express themselves freely.

Starting from different entry points such as crowd, product appearance, scene, competitor differences, combination of popularity, pain points, beauty, etc.

By combining the blogger's subjective consciousness and creating differentiated content, the brand content can be diversified, and different content can impress different groups of people.

It can be interesting, warm, sincere, informative, curious, beautiful, sarcastic, etc.

The form of the article also tries to maintain the author's consistent style , which has a certain promoting effect on fans' acceptance.

In short, co-creating content with bloggers can achieve better communication effects and achieve high ROI.

You can also use special image codes or symbols to enhance product recognition. For example, the little brown bottle, the little light bulb, the little chili pepper, the golden water, the mushroom water and so on.

For example, when we were operating and launching the Sanban mouthwash, one of our key marketing directions was “Sanban Immortal Mouthwash”. 239 of the launch notes mentioned this keyword, accounting for nearly one-third of the notes.

It can help brands quickly grab accurate search traffic on Xiaohongshu where competition is relatively small, thus improving the cost-effectiveness of brand advertising. The gods create a wonderful feeling and influence users' consumption decisions.

After screening bloggers and controlling the overall delivery, Canban successfully won the TOP1 in the Tmall mouthwash category on Double 11 in 2021.

In addition, keywords can also be used to lock down spaces, such as bedroom, home, office, bathroom, travel essentials, etc.

Or a deeper level of space + time , such as a good partner for breakfast, a light tipple at a party, a drink before bed, etc.

Usually, if we already have a leader in a category, it will be difficult to break through.

At this time, we can avoid fierce competition, use large category words to combine and associate, and start from another angle , which can be a unique scene or function. In short, we can create less competition and bring memorable points to users .

Author: Public account Bobo Opens Small Kitchen Source: Bobo Opens Small Kitchen