618 Xiaohongshu traffic strategy, read it quickly!

Recently, many friends in the group have asked about the 618 Xiaohongshu campaign, and I have received many private messages, which roughly mean "618 is coming soon, when do we need to make arrangements to ensure the harvest on 618, and how should we make the marketing layout of Xiaohongshu this time?"

The 618 promotion is an opportunity that many brands know they must seize, but they don’t know how to plan for it. Today, Bobo will share with you the strategy for brands to share Xiaohongshu’s traffic during the 618 promotion!

For this 618 marketing campaign, Xiaohongshu teamed up with Li Jiaqi to launch the Xiaohongshu grass-planting campaign, adding new interactive gameplay and welfare mechanisms for brands that sign up to participate in the event, covering the entire process of planting grass, pulling grass, and drying grass .

This means that there will be a certain tilt in traffic , but it does not mean that brands that have not signed up will have no traffic.

Here I thought of a way, that is, we can take advantage of the traffic .

So how do brands that did not sign up share the traffic?

We need to make plans based on the rhythm of Xiaohongshu’s 618 grass-planting campaign.

Starting from May 10, Xiaohongshu will gradually launch the official topic of the wish pool and the sampling experience of the surprise box, and jump back and forth with Li Jiaqi's live broadcast room.

It should be noted that during the planting and pulling periods, brands that have not signed up will not participate, which means that if we want to be exposed to users, we must post a batch of notes before May 10th.

If you want to reap the rewards during the 618 shopping festival, you should start looking for bloggers to plan your campaign now.

The fact that the grass-planting and weeding periods are not open to all brands does not mean that brands that have not registered during this period can do nothing. Brands that have not registered can continue to publish notes as usual from May 10th to June 1st, but they do not need to invest too much manpower and material resources.

June 1st is the grass-drying period. There are no restrictions on brands, whether they are registered or not, and they can all participate. Brands that have not signed up should seize the opportunity and increase their exposure from June 1st to 30th.

Learn to take advantage of official activities and always pay attention to platform trends. For example, when the official releases a topic, brands can take advantage of the topic's traffic ; when the official holds a wish pool for free, non-participating brands can also do so , etc. I will tell you in detail how to play later.

Finally, it is important to note that:

Now that we know about Xiaohongshu’s marketing rhythm arrangement during 618, what categories are suitable for increasing investment during this period?

I have summarized some categories that are suitable for increased investment during the 618 event, hoping to provide some inspiration for brands that want to invest in this big promotion.

During the 618 shopping festival every year, major brands will conduct marketing through discounts, such as free samples when buying regular clothes, price reduction promotions, and full-discount promotions. Calculated in this way, the price is cheaper than usual, so consumers will take advantage of the sales promotions to stock up on skin care products for a period of time.

When we shop on a daily basis, there are products that we repurchase endlessly, especially practical products in daily life, such as paper towels, laundry detergent, etc. During the 618 promotion, you will make a profit if you buy it , and users must buy this type of product.

Therefore, it is necessary for brands to increase their presence in front of users . Products that users are familiar with can better influence their consumption decisions, and brands will achieve higher conversion rates.

On 618, whether it is confinement clothes, maternity pads, breast pumps, etc. used by mothers, or cotton wipes, diapers, bottles, etc. used by babies, these will be the products that mothers will buy.

For example, many new mothers don’t know what to prepare. At this time, brands need to plant the seeds for expectant mothers and release relevant information about the big sale in advance to guide them to look forward to the 618 event.

As living standards improve, consumers are also willing to pay for home furnishings that improve their quality of life.

Every day after get off work, I drag my tired body home and enter my carefully decorated home. Smart home appliances allow me to occasionally take a break, enjoy the relaxation brought by the massage chair, and enjoy the happiness brought by the projector. All the hard work of the day is worth it.

With the development of Xiaohongshu, the proportion of male users has reached 30%. It can be found that on Xiaohongshu, we can not only see female-oriented content such as beauty, mother and baby, but also relatively neutral content such as food, travel, and even male-oriented content such as technology and digital products.

Many people suffer from financial constraints and have to wait until the 618 promotion to buy.

In addition to the above categories, brands of home fitness, new tea drinks, pet supplies, and apparel can also make advance layout plans on the Xiaohongshu platform.

So, how should the 618 promotion be launched? Today I will share with you the rhythm and content of the delivery.

Many brands don’t know the importance of delivery rhythm. Today, I will share with you two mistakes that brands often make.

1. Crazy posting of notes when the 618 promotion is approaching 2. Wrong order of blogger levels

Notes should be delivered in a rhythmic manner. During the delivery process, avoid delivering dozens of articles a day or no articles at all. Delivery should be reasonable and the delivery of notes should be gradual. Putting too much content in one day will attract the attention of the platform, and the quality cannot be guaranteed, which may easily lead to violations.

Brands should also consider the order of bloggers when placing ads. Different levels of bloggers have different functions. If the budget is sufficient, we recommend that top influencers publish content to attract attention, followed by mid- and tail KOLs to try out products and finally use the experience of ordinary people to say that it is worth buying.

Combining the above two common mistakes, let’s analyze how brands should market themselves during this year’s 618.

This year, Xiaohongshu’s 618 marketing is divided into the grass-planting period, the grass-pulling period, and the grass-drying period. The grass-planting period and the grass-pulling period are not open to all brands to participate, so we can only seize the key point of the grass-drying period!

If you want to have your notes exposed during the grass-drying period, it is recommended that brands start contacting bloggers to communicate about schedules from mid-April, and strive to do a wave of exposure before May 10; after May 10, do a second wave of daily exposure before June 1; and increase exposure from June 1 to 30.

In addition, the order in which the blogger posts must not be wrong!

After the brand has determined the products it needs to launch, it is recommended to refine the top search terms for the sub-categories. On this basis, combine brand words, category words, and efficacy words to strengthen the user's mind, and use competitor words and 618 as one of the keywords. Maybe you can take advantage of the brands that have signed up to participate in the event and the 618 promotion.

The cover should be as beautiful as possible. The brand can also start from the user's demand value. For example, if it is a less well-known product, the cover can be a picture of the effect after use. The finished product can be used as the cover to emphasize the usefulness of the product, attract users to click, and then form a conversion after users view the content.

The title is one of the important factors to attract users to click. It is recommended to add emotional words in the title, such as "vomiting blood" and "explosive" , etc., to reflect the blogger's recommendation strength; it can also be combined with current hot topics to cover a wider user group; finally, the notes should moderately increase guidance on words such as "618", "stock up on good things", and "618 stockpiling" .

The content needs more comprehensive product information to provide users with more comprehensive decision-making basis. It is recommended that the blogger add practical content such as tutorials to the notes of using or experiencing the product, which can increase the number of notes collected.

A product may have many selling points, but you cannot list them all. This would seem awkward and the Xiaohongshu platform will not recommend it. We recommend adding content based on your actual personal experience, making good use of the first person, using colloquial language as much as possible, and recommending products to users like a friend.

Once a topic is officially released, brands can take advantage of the traffic generated by the topic. For example, Xiaohongshu’s video account publishes note inspiration creation incentives. Users can enter #笔记灵感, select topics of interest, and share the traffic after posting and passing the review.

The official is offering free items in the wish pool, and non-participating brands can also provide free item benefits. For example, Anjing’s new products are free, fan draws, random blind boxes, etc.

I hope the above content can help you~