Xiaohongshu product selection, hot articles, and placement guide!

Recently, we have sorted out some common questions about Xiaohongshu. Although we have mentioned Xiaohongshu many times in previous articles:

For example, "How to achieve ROI>2 on Xiaohongshu for household appliances with a customer order of 4,000+!", shared with everyone how to place home appliances and digital products on Xiaohongshu;

For example, "Xiaohongshu FAQ Online Q&A | How to distinguish whether Xiaohongshu bloggers are brushing data?" provides answers to some practical problems encountered during the advertising process in the form of Q&A;

For example, "Guangzhou offline session | How to achieve 50,000 daily sales through cold start on Xiaohongshu?" In the Guangzhou offline session, with Xiaohongshu as the theme, share with everyone what brands should focus on at different stages of 0-1-10?

For example, "How can we achieve growth against the downward trend of Xiaohongshu's traffic?" In the offline small group in Shanghai, we invited people with practical experience to share their experiences based on the questions that people often ask about Xiaohongshu;

For example, "How can we increase sales on the website in a short period of time by putting it on Xiaohongshu?" Through two case studies that have done well on Xiaohongshu, we can analyze how to do Xiaohongshu well?

And a series of articles... Interested friends can move to the previous articles of the official account for details~

This article mainly sorts out the problems that everyone often encounters when doing Xiaohongshu, from how to select products to how to create popular content to delivery strategies and some data bases in the industry, as well as some experience summaries, etc., hoping to give everyone a better understanding of Xiaohongshu~

ps: Most of the content of this article is jointly produced by brand doctor members Yuzhi Culture Red Marshal, sixin brand manager Yiwen, Shiguang Treasure Box Mr. Xiao, Luminous Planet Qingting, a new skin care brand marketing director Wendy, Wuyou Media Guole, Xinran Advertising Diudiu, Natural Wonder brand manager Xiaoyu and some other friends in the member group.

Xiaohongshu Q&A Collection

01Product Problem

Q1:

How does Xiaohongshu select products?

A1:

Product selection is more important than the trader and the execution team.

1. If you are from Tmall and want to look at the competition for the through train, if many of the keywords in the through train have already become a red ocean, then don’t even think about what will happen on Xiaohongshu. It is better to type a word that has a certain space in the through train and use it as a buried word in Xiaohongshu.

2. The second product selection method is called visual selling point + easy decision-making, which is always awesome. Why? In the end, we will all return to live streaming and Douyin to sell goods. In the live broadcast room, what products are easiest to sell? It must be cheap, and the visualization is clearly sold.

3. Don’t try to educate, learn to take shortcuts with common sense

4. Every seasonal demand has a chance to be sold out

Q2:

Can Xiaohongshu truly achieve brand and effect integration?

A2:

First, pay attention to Xiaohongshu, just like you pay attention to Tmall, and do everything that should be done on Xiaohongshu. Then there is a fixed team to study it.

Second, Xiaohongshu’s GMV = 50% live broadcast + 30% notes + 20% traffic

Q3:

What are the characteristics that a product must conform to on Xiaohongshu?

A3:

To determine whether a product is suitable or not, the product must meet the following requirements: 1. It must meet the characteristics of the Xiaohongshu audience; 2. It must meet the characteristics of Xiaohongshu content display.

From the perspective of the population, the group of people who are most likely to believe in advertisements and are most likely to convert are young people, internet celebrities, and consumers.

The first one is young from the product perspective. For example, when it comes to skin care, the core is to remove acne, blackheads, closed comedones, and allergies, etc. Oil control is also easy to convert, but anti-wrinkle is more difficult. That is to say, when choosing products, priority should be given to products that suit the needs of young people.

The second is internet celebrity-like, such as acid peeling, anti-inflammatory, makeup and hair, etc., which are the types that internet celebrities like and Xiaohongshu also likes.

The third is consumerism, such as appearance, novelty, simple story, following the trend, etc.

Q4:

Among the subcategories of the 3C category, which ones have opportunities?

A4:

The 3C accessories category has just started on Xiaohongshu so far. The current launch stage on Xiaohongshu is somewhat similar to the beauty and skin care categories in 2019, so the opportunities are relatively large.

3C digital products that are more intelligence-related, that is, products that have intelligent attributes themselves, have certain opportunities. Because there are fewer of them, people are more willing to accept new, intelligence-related things.

02Content Issues

Q5:

Regarding Xiaohongshu's popular articles, should I create them myself or find an MCN to do it?

A5:

It depends on your ability to select talents. If your team is not very strong, the agency can at least guarantee a certain percentage of popular articles.

Q6:

Where does Xiaohongshu get good content?

A6:

1. The packaging should be unique, preferably with one or two unique features that can catch the eye

2. The material has characteristics, such as luminescence

3. If the effect can be clearly stated in one sentence, don’t make it complicated.

The basic logic behind a hit article is to create it from the user's perspective. In simple terms, it should be useful, interesting, and resonate with the audience.

It needs to be genuine to have likes, altruistic to have collections, and there need to be topics and comments. In Xiaohongshu, the weight of collection is actually higher than that of like. The content should focus on beauty.

Q7:

What are the characteristics of Xiaohongshu that the content should conform to?

A7:

1. In line with the characteristics of Xiaohongshu’s audience: eye-catching pictures + word pressure + exaggerated copywriting

Identification criteria: among the many notes, is it eye-catching at first glance?

Breakdown of the explosive article structure:

a. Product appearance + applicable population (brief description, avoid long descriptions)

b. Usage method + efficacy speed + effect presentation (such as before and after comparison)

c. Extended effect + emotional comfort (full of emotions)

Finally, use the language of Xiaohongshu.

2.ABCtest

Choose titles and directions based on the style of the KOL’s account (highlighting efficacy, real-life recording style, highlighting texture and skin feel, highlighting ingredients, and repeatedly using celebrity endorsements)

Q8:

Are there any tips for making Xiaohongshu popular?

A8:

1. The content is valuable to consumers

2. Eye-catching and popular

3. Luck

As for tips, it's better to practice more and test more.

Q9:

What are the common formulas for Xiaohongshu’s popular article titles?

A9:

1. Hot Title Formula 1 = Segmented Population + Number + Result

Average price 30! A great autumn small appliance store to make a killing! So useful!

2. Hot Title Formula 2 = Emotion + Personality + Numbers + Results

I recommend that all girls keep this thing! It can be used all year round!

Thanks to pdd for bringing me a few dollars of happiness! I now have a house and a car

3. Hot Title Formula 3 = Solution + Problem + Result

The internet celebrity vegetable cutter is a boon for clumsy people! What else do you want to see me cut?

Immersive storage on the dressing table!! Super stress relief!!

Insecure girls need a small house like this with a list

Q10:

Regarding brands, Xiaohongshu needs to change the topic every month or quarter. Does it mean the angle of approach or something else?

A10:
What is the product? Its selling point is basically set. But how to write it basically changes every month or every quarter, that is, the way of speaking.

The homogeneity of the articles has risen to 100 or 200. You may have to change to a different one next month, otherwise users will not want to click on it when they see it again. Actually, that’s what I mean, about the form and content. The theme structure is to be changed frequently.

The arrangement of titles, pictures and content needs to change. If the selling point remains unchanged, the content format must change, otherwise the editing effect will be greatly reduced.

Q11:

How to create popular articles and searches on Xiaohongshu?

A11:

1. Hot articles. Those who don’t talk about hot articles on Xiaohongshu are just being hooligans. You must pursue hot articles, no matter whether they are small hot articles or big hot articles. If there are hot articles, the Taobao search index will go up.

2. Search position is a low-cost lever for intercepting traffic. Users search with a purpose in mind, so brands should first buy keywords and then occupy keyword position.

Q12:

What should Xiaohongshu do when a brand makes a big marketing move?

A12:

When it comes to some big marketing actions, there needs to be a certain level of support on Xiaohongshu. Many emerging brands will basically do live broadcasts of these two big anchors. The brand’s overall voice and search volume on Xiaohongshu will surge. Even the output on Xiaohongshu will increase.

In addition, the official announcement of the spokesperson will most likely be on Weibo. Then you can make the corresponding official announcement on Xiaohongshu’s professional account. It is normal to gain tens of thousands of followers a day.

Q13:

How do old brands attract new customers?

A13:

Some large and old brands need to attract some seed users and core groups again when they are on Xiaohongshu.

As for the content, it is still mainly based on the sense of scene, and then use the sense of scene to drive the fashion level of my product.

Q14:

If all content tends to be homogenized, will there be problems with brand differentiation and brand barriers?

A14:

Homogeneity is a problem across the industry. If it is driven by hit articles, once you finally come up with a hit article, you will copy it in large quantities.

The second reason is that Xiaohongshu still has its own editorial effect ceiling, so it also needs to continue testing new platforms, such as setting aside part of the budget to create content that breaks the circle, rather than just investing in Xiaohongshu in the future.

The essence of content is still creativity and content. The most powerful thing is if you can stand out from the content itself, be different from others, and get clicks. For example, people who like traffic password routines are all one type of people. Then this group of people may order our competitors' products, or they may also order our products. This type of people are easily attracted by competing products.

Some people think that Xiaohongshu is a model that focuses on ROI. However, a healthy brand is not just about investing in the market. It is definitely not determined by a single ROI alone whether it is doing well or not. It must be a very multi-dimensional indicator. Because even if you invest in a platform today, the people who come in after investing 1.5 will not be repurchased or fleeced. Taoke and live streaming are actually such platforms.

The quality of Xiaohongshu and Bilibili is still good, and the users are of relatively high quality. The people who use Tik Tok tend to make one-time purchases. For example, Winona may have stronger capabilities in on-site operations, and its performance on the back-end will be better. When the brand's backend operational capabilities are not strong, Xiaohongshu's ROI may reach 0.5~0.7, and there will be problems in the future.

And it may take a lot of manpower to put it on the market. Because if you want to look at the data every day, there is actually manpower behind it. Therefore, it is actually very important to be able to make these things intelligent and have such visual panels to help the delivery team improve efficiency.

Q15:

How to layout the content of Xiaohongshu’s 3C category?

A15:

About video content and graphic content.

If the product really needs to be displayed a lot, you can make a video. The overall price of video experts must be higher than the average price of pictures and texts. Therefore, it is recommended to find some high-quality bloggers who mainly use videos. They can help you put your product into the camera and have very strong personal skills.

For those with a relatively short decision-making chain, it is better to focus on appearance in the early stage, because you need to gain reputation quickly. It is recommended to spread out notes, and don’t spread out the points. You can just focus on the appearance. With a certain reputation, users are willing to know the product in more detail, and then add some video user experience.

Q16:

How to do content planning in 3c category?

A16:

1. Scenario: When the average order value is high and the role chain is long, you need to use the sense of scenario to influence the user’s purchasing mindset. For example, a vacuum cleaner. The scenario may be a single person who rents a 20-square-meter house and lives his own life. It may also be a wealthy person who has a 400-square-meter house with cats and dogs, and the hair loss is quite serious. It could be a naughty kid, or it could be an elderly person in our family. It may also be because you cook at home every day, which produces a lot of smoke, etc. Therefore, we need to use content with a richer sense of scene. When users search for brand names or matching words, they can see more scenarios. There is always a scenario that suits them, thus influencing the users' minds.

2. Pain points: there are a lot of big-character posters on Xiaohongshu. It can be used in 3C products. The big-character poster is a bit exaggerated, but it can transform the product's selling point into an easy-to-understand pain point in just one or two sentences.

For example, the function of calcium tablets is to supplement calcium. Big-character poster: On a rainy day, a smile finally appeared on Dad’s face. With this sentence, I turned the selling point of my product into a pain point.

When selecting products, you need to sort out the core selling points of the products at the beginning. What kind of pain points can be solved? Then use a storytelling approach to clearly explain the matter in two simple sentences.

03 Delivery Issues

Q17:

What is the process of Xiaohongshu advertising?

A17:

Heating Notes - Sales Harvest - Search Harvest

1. The first step is to plant grass, test and heat up the notes, the cycle is 3 days, select the notes with low CTR and CPE and increase the delivery, and enter the commercial sales delivery when the number of likes and collections is ≥ 500. (The more detailed the selling point, the more accurate the attack)

2. Commercial sales harvesting: select interactive high-quality notes to place in commercial sales. If the real-time ROI is ≥ 0.8, you can increase the placement. At the same time, select highly relevant category words to place in product cards.

3. Search and harvest, filter brand words and product words for popular notes (likes ≥ 1000), and search and place

Q18:

How to determine the materials released by Xiaohongshu?

A18:

Our criteria for measuring high-quality materials is that we hope that its CPE can be at least 30% lower than the industry benchmark. For example, the CPE of a normal industry is about 8. So we hope that after this note is submitted, the CPE is within 5, so we can invest in it in large quantities. During the operation, the CPE will basically be around 3, and then it will become a giant with unlimited volume.

The second part is whether the cost of CPE will increase during the period of data growth. For example, there is a note today, from 1 to 1000, it may be easy for me to capture this group of people. Then its relative cost is relatively low, but if I increase it from 5,000 to 10,000, its overall CPE cost will definitely increase. But what is the proportion of this increase? This can actually be judged to a large extent.

Q19:

What are the evaluation criteria for Xiaohongshu’s on-site advertising?

A19:

The first is the basic data, and the click-through rate is the cpr and the cost per click.

The second is the popularity on Xiaohongshu, because it may be that a new product has gained popularity on Xiaohongshu and suddenly there is a hot article. It was found that Taobao’s in-store conversion was the most obvious. This is when volume is needed. After you have this voice, pay attention to the changes within the site accordingly.

The third is that some brands are concerned about whether Xiaohongshu has any output. Xiaohongshu is ultimately an e-commerce platform. If you have a store, we can pay attention to the continuous data. For example, the number of visitors, the number of visitors to the product, and the cost of adding purchases, etc. These are the data we can pay attention to. You can even pay more attention to the ROI output on Xiaohongshu later, which is fine. So first focus on the basic data, then see whether it is volume or conversion, and then optimize from different dimensions.

Q20:

What are the strategic suggestions for placing notes in the 3C category?

A20:

When Xiaohongshu launches content, it is nothing more than influencers plus advertisements.

1.3C category experts should focus on home furnishings. You can expand outward by reaching out to the crowd and bloggers.

2. Depending on what the brand wants to achieve, for example, it really needs more lower interaction costs and greater exposure. You can appropriately combine it with bloggers such as Food Pets, and the overall popularity rate will be much higher. They are even both a pure home blogger and a cute pet blogger. Although both are 3C products, the data dimension shows that the prices of cute pet products must be much higher. For example, it has a stronger sense of technology. You can even find some very vertical 3C experts to do the evaluation and functional analysis.

Q21:

What is the cost ratio between 3C category content placement and advertising placement on Xiaohongshu?

A21:

In the first stage, whether it is a new brand or an old brand making new products, the most important thing in the early stage must be content. Therefore, it is recommended that the investment in content in the early stage basically accounts for more than 60%.

Then CPC can be delivered. The good thing about CPC is that it is similar to delivering through-train content. After the material is delivered, there will be real-time data feedback. Based on my data, I can infer whether the influencer’s header image I found is ok or not. Is the content structure ok? Use data to infer content direction.

Therefore, when laying out content in the early stages, CPC is actually a way to test and reversely determine the direction of the content.

In the second stage, the content has been almost laid out, and it is recommended to invest more in CPC. The reason is: there is enough content, but the content traffic may peak in three to five days. However, the content is indeed good content, so CPC advertising is needed to help you continuously expand this content. If the content is relatively complete, at this time we recommend that the proportion should be that of information flow, around 60%.

The third stage is some specific time points, such as e-commerce promotion points, or some brand time points. The investment in CPC advertising should be expanded to more than 80%.

For example, during the Double Eleven period, we have been laying out content from July to October, and using advertising to test the good content.

It is possible that from July to October, we can measure and identify high-quality materials that can generate huge volumes, for example, ten or twenty pieces. Then during the Double Eleven period, the good content accumulated previously can explode in large quantities in a short period of time.

So when it comes to major time points, the proportion of advertising can be increased crazily.

Q22:

A new brand has achieved a monthly sales volume of 80 million. What is the approximate ratio of reported and non-reported brands on Xiaohongshu?

A22:

After reaching this scale, there is actually no strict distinction or excessive attention to this proportion. It still depends on demand.

For example, when a product is first launched, it is necessary to test a lot of popular articles. The amount of reporting at this time must be very large.

When there are already quite a few popular articles, the reporting is just for testing the content points and just for supplementing. At this time, the number is very small, so it still depends on the different cycles and how many reporting notes to invest.

There will also be distinctions between different cycles, such as the testing period, the volume expansion period, and the supplementary period. If you start to publish a new product, you will probably submit dozens of articles within a month. Even if you are not particularly confident in this category and just want to test the content, you can submit five or six articles to test the content and see how the overall content performs.

Q23:

What is the current status of Xiaohongshu live streaming?

A23:

Xiaohongshu’s current live broadcasts are mainly focused on top bloggers and celebrities.

Because those people who can watch Xiaohongshu live broadcasts are actually basically very loyal to the blogger. The official data shows that the repurchase rate of fans in the live broadcast room has reached 48.7%. In fact, the live broadcast frequency of Xiaohongshu bloggers is not high. For example, the live broadcasts of top bloggers Gou Tiana or Han Chenghao are basically centered around major promotional events, and they will broadcast one or two times one to two weeks before the promotion. There are also some bloggers who broadcast on a monthly basis, two to three times a month.

Q24:

How to choose Xiaohongshu live broadcast cooperation?

A24:

Basically, if you want to cooperate with live broadcasts on Xiaohongshu, it is recommended to cooperate with the top bloggers.

Their booth fees are not expensive, ranging from a few thousand yuan to tens or even tens of thousands of yuan. Of course, we do not rule out some top anchors who do not simply accept live broadcast cooperation, they need package cooperation, and this also exists.

Q25:

What should Xiaohongshu do after it has a hit product?

A25:

When a hot product appears, the 1:1 strategy of natural flow and commercial flow is the most reliable and stable, and generally there will be no mistakes.

Use commercial flows as much as possible. This year, the skin care products have achieved a 1:1 ratio, which is actually quite good. 1 to n, long-term flat sales, the simplest thing is 100,000 or 150,000 per month, just follow the budget for a long time.

For example, in March this year, there was the mystery of New Zealand. We launched a sunscreen product, which used a single-platform saturation attack and a 1:1 natural flow of business, with a budget of 3 to 5 million. By using celebrities, super-head players, a large number of KOLs and 50% of the business flow, etc., this set of tactics can create a hit product.

Q26:

After placing advertisements on Xiaohongshu, how can you view the spillover traffic from Xiaohongshu and create your own MVP?

A26:

Mainly look at the rising trend of popular articles and search index within the site, and create a model of your own to the corresponding degree.

For example, if you submitted notes this month and three notes exploded, record these data.

1. How many days did it take you to write this note? Two days or three days?

2. Is the degree of popularity 5,000 likes, 10,000 likes or 20,000 likes?

3. Pay attention to the time of the explosion and the following week, and compare the corresponding search index of Tmall with that of the previous week, such as the increase in search index, the proportion and number of increase in some core keywords, so as to establish a more complete model.

After getting this model through one note, two notes, and three exposure notes, you can roughly know to what extent the notes on Xiaohongshu can be popular for your own brand. What is the increase in the speed index within the site? Based on the conversion model within the site, can we calculate the approximate output? Therefore, the core point is that a hit article can bring about the most obvious change in sales.

As long as the data is stable, for example, we can find that the interaction cost of a note is only one dollar and fifty cents or one dollar. Then look at the changes in the search index within the site. This is very direct and obvious.

In this way, the number of popular article notes you want each month is actually controllable.

By observing the changes in popular articles and corresponding strategies. Go buy some keywords, and then see the increase in the corresponding keywords. For example, there may not have been any searches for some words before, or there may even be very few searches. Now that its changes are obvious, it is more applicable.

Q27:

What do you think about the fact that Taobao’s search remains unchanged after high-priced products are put into use?

A27:
The high-spending customers in the skin care products category are not the ones who will search for products immediately after seeing them today. There is no way to reflect them directly in the search results.

In fact, many of the users of top influencers are brought by advertising. Just because I didn’t buy it at the Tmall flagship store. Consumers are very aware of the trend of squatting at the top of the market during big sales, so they will not search directly on Tmall.

The second is to expand the circle around high-end users. What do this group of people usually pay attention to? What are your daily habits? Wait and then invest in content. Especially in the high-end segment, the crowd is exactly the same, and we have to find this high-end crowd.

From the perspective of consumer psychology, you have seen skin care products with high average order value many times, why didn’t you buy them? The first people to whom the content is delivered may not be the target group, and the content may not impress this group. The content has reached them, but has not impressed them.

Finally, the negative articles on the platform are not managed well, and polarization is very serious.

Q28:

What is the impact of Xiaohongshu on Taobao?

A28:

After a post goes viral, it will be very noticeable in Taobao searches. A new brand published a hot article last year, which brought traffic to that product for about half a month, but after that, there was no more traffic. Therefore, the vitality of a popular article is limited. There is a pull in searches, but the probability is extremely low.

Q29:

How to calculate the UV cost of Xiaohongshu?

A29:

If you only invest in Xiaohongshu, you can calculate the result from 0 to 1, for example, during the 3 to 6 months of promotion after launch. However, once promotion on other platforms is added, there is no way to calculate it at all.

As for the efficiency of brand delivery, when a single brand only invests on this platform, the ROI can be seen, but when all platforms are deploying, it is no longer visible. Moreover, in terms of search, apart from the release of some over-invested content, the impact of Xiaokoc’s popular articles on skin care is actually very small, and it is a long-term trickle-down type. (Attached calculation form)

Q30:

How should Xiaohongshu report if the budget is not high?

A30:

If we say the budget is small, it means that the budget for that month is less than 500,000 or even less than 300,000. Don’t make so many reports because they are more expensive. Second, many brands may have money to invest in advertising but not money to invest in information flow. If you report but don't submit information, the content cannot be expanded.

Therefore, if no report is made, it will not be so easy to explode. Unless the brand has a budget and needs to report and register, and use a fixed model to set data, then it will just do the reporting and information flow. Otherwise, you can just write soft articles, which are more cost-effective.

Q31:

Taking the Double 11 event as an example, what actions can Xiaohongshu take when the event is generally nearing the end?

A31:

The solution for everyone at this time is precise traffic delivery and the implantation of lists, types, and notes.

If you must do it, one thing I suggest is that you do it small and beautiful, target precise traffic, and just look for people like koc or those in the scale of 10,000 to 50,000 to do the placement.

Then there is another part, which is to embed checklist-type notes, because this actually does not involve the delivery of your products at all, and there are also very analytical content, it just needs to make things clear.

This year's Double Eleven shopping guide started very early. The earliest article reporting on the Double Eleven shopping guide was published on October 2nd, and it is still being published every day. This part is a sharing of single-brand shopping guides.

If your brand is a very mature brand that can support a full SKU, you can share a shopping guide for your entire single store. For example, Olay has done it. Winona has been doing quite well in this direction before.

For example, I think there is no problem with how to buy domestic products, or how to buy and collect facial masks of the same category. I think this is a very good point, and it must be a point to help everyone make instant conversions, and it is a tool to promote the last step of decision-making.

Q32:

What will Xiaohongshu do after Double Eleven?

A32:

There are actually two points after Double Eleven. One is the brands whose sales have met expectations. I really think it is very good and I must congratulate such brands. In fact, after the Double Eleven campaign ended, I had discussions with several brands that are number one in their categories. They will actually start planning for next year’s Women’s Eighth after the Double Eleven campaign ends. And another point is that they will test a threshold for delivery.

At this time, it actually depends on how many people I can reach under the existing delivery model and the current delivery success rate.

Because you will find that the more you place ads, the lower your delivery efficiency will be, so at this time you can actually increase your delivery efforts and test your delivery threshold to see how many people you can actually target.

The second part is that if the sales do not meet the brand's expectations, then I think the brand needs to check the problem throughout the entire chain.

Is it because the seat inside the station is not properly seated, or is it because the seat outside the station is not properly seated?

For example, there is a very successful brand on Xiaohongshu, but in fact, the traffic on its website is not well received. Or it is true that I planted the grass, but it was pulled out by other brands. How can I avoid this problem? Is there something wrong with my keyword layout?

At this time, you need to review some of the problems in your own advertising, then take Double 12 as a new round of advertising, and then test it again.

Q33:

Do brands need to invest in Xiaohongshu for a long time?

A33:

The launch of Xiaohongshu requires long-term preparation.

Good content can indeed be delivered over a long period of time, creating a long-tail effect. Although it is not as long as Bilibili and Zhihu. But there are still short-term ones, such as one, two, or three months. So it is not particularly recommended, for example, to invest at a certain time. It’s off-season, so we don’t lay it. This is a cliff-like thing.

During the non-hot-selling period, you need to have basic content to supplement it. The content can be released for a long time to help you continuously attract new users, so that the next time you restart, you will not find that you have to plant the seeds in the users' minds all over again. Once it is broken, the cost of repairing it will be quite high.

04Comment maintenance

Q34:

Why is it that only when people pay attention to the comment section can it be effectively promoted?

A34:

1. When you have never made this type of product, spend fifty or one hundred thousand yuan on testing and pay attention to the comments section. This is a relatively effective way to promote the product.

2. Secondly, for experts who focus on practical products, they can adopt the method of scenario - conflict - question - answer.

Q35:

The data of Xiaohongshu’s notes is very good, and Taobao search has also improved, but why is the conversion rate not good?

A35:

If we analyze Xiaohongshu, we actually need to look at it. The presence of searches indicates that consumers are interested, but why the interest is not ultimately converted shows that there are some points in the product that are unable to attract them to pay for it.

At this time, the most direct and least costly method is to maintain comments on Xiaohongshu. Xiaohongshu has posted notes itself, so everyone may ask the blogger to reply to some questions in the comment section, or take the initiative to share some experience of using the comments. This is actually the most basic maintenance of the comment section.

The second way is to monitor public opinion and maintain the comment section of a negative post.

Another type is the active and offensive type of comment area maintenance. For example, under some related topics, for example, PMPM is making lotion today. Then he might search for videos under the keyword "domestic lotion recommendation". If his products are not shown, he might reply below that PMPM's sea fennel lotion is very popular. Can anyone review it?

05Data Base Points

Q36:

What is the data base of Xiaohongshu in the 3C electrical appliance industry?

A36:

1. The benefits of home appliances on Xiaohongshu are still relatively large because the number of customers who actually invest in them is not particularly large.

First, pay attention to CPC. The overall cost of acquiring traffic is roughly around 30 cents. Then look at the categories and then some that are relatively close will have less pressure.

Second, you can pay attention to the search. Overall, the cost of search must be higher than the information flow, because search itself is based on keywords. Then, especially some sub-categories

2. The more native ones are some UGC contents. The overall click rate of this category on Xiaohongshu is around 8%, and the interaction rate is around 12%.

Q37:

What are the data changes of the entire 3C industry on Xiaohongshu last year vs this year?

A37:

1. Search, and then the overall proportion of my 3C category increased by 20 to 30 percent.

2. The number of 3C brands on Xiaohongshu has exceeded 1,000 to 1,500.

3. The number of published notes increased by more than 50%.

4. The overall advertising market has increased by 250% to 300%.

Simply put, the amount of advertising for 3C products on Xiaohongshu is not particularly large. The latest data shows that the CPC advertising volume of 3C category on Xiaohongshu is around 350,000 per day, so there is still a lot of room for improvement.

Q38:

Have you ever counted the store entry rate (new UV of flagship store/number of readings of Xiaohongshu) from Xiaohongshu to Taobao flagship store?

A38:

Xiaohongshu fluctuates a lot. It dropped a lot before the big promotion. Before September, we were about 1%-3%. In October, 0.3% is normal.

Q39:

How does Xiaohongshu calculate its store traffic and estimate GMV?

A39:

Judging from the search increment, the traffic increment through the through train brand word + Pinxiaobao + manual search + Pailitao

Q40:

I want to intercept search traffic from Xiaohongshu. How should I allocate keywords specifically? How about 50% of the budget for high competition index and high search popularity, and 50% of the budget for high search index and medium to low competition index?

A40:

Don’t be superstitious about proportions and data. You can find a KOC to test it yourself in the early stage. The cost is not high. The essence of small steps and fast progress is

Q41:

After Xiaohongshu was introduced, Taobao searches and add-to-cart products increased, but the data fluctuated unstably?

A41:

Different categories have different data rhythms. For example, if you are making snacks, you may not be so familiar with the brand, but if you are making health products, you are very familiar with the brand, so the consumer education cycle will be longer.

Well, if at this point in time, I have planted the seeds, and it has been effective, but the data is unstable, it actually means that I am lacking a leading person to stand up for me or speak for me to improve the tone of my overall delivery, and I need to give consumers some confidence.

06Experience and Suggestions

Q42:

For brands that are just starting to invest in Xiaohongshu, how can they close the gap when selecting influencers?

A42:

1. Experts avoid pitfalls: Look at the account cover, pictures and texts are deliberately posed, and the likes data is basically unchanged. I suspect it is a fake account. Then go to the comment area to see if there are real users interacting. Most fake accounts have a large group of warm comments, and the comments are all "planted grass" and "very useful". You can tell at a glance that such accounts should be avoided;

2. Don't rush to talk about a certain number of achievements. Only high-quality content is valuable. Also, don't cooperate with an agency that charges XX yuan for XX articles. You can find an agency to connect with influencers, but the brand must control the subsequent review, comments and maintenance. The content should not be too rigid. Let the influencers create content based on selling points. In this regard, brands should be careful not to ask influencers to use the same rhetoric too rigidly. First, the effect will be really bad, and secondly, the PR relationship will also deteriorate.

3. Direction of explosive posts 1) Select accounts with explosive posts at a fixed frequency, study the direction of the account’s explosive posts, and see if the product can produce content based on the account’s explosive post type; 2) Report notes + information flow delivery; 3) Research the recent explosive post types of amateur KOC accounts and deliver them. The key here is that the content must make users feel real. Amateur accounts can have fewer fans, but they should not accept advertisements and share them every day. There is no need for many pictures. You can select notes with high popularity after the number of fans (less than 1,000 amateurs) in the Qiangua backend and study them every day.

Q43:

What should I pay attention to when doing Xiaohongshu?

A43:

1. Experience failure

The rules of the platform are changing. For example, many explosive articles are handheld, but not all products are suitable for handheld during testing. The pursuit of explosive articles requires testing, but it is not a blind test, so don’t force it.

2. Dynamically make Xiaohong Book

What is dynamic? It is to do content and information flow. Don’t panic in this process and give yourself a certain amount of space, for example, a two-week and one-month review. When reviewing, refine it. Where is it done well and what is not done well? A clear summary of each detail.

3. Pay attention to body feeling

The problem with somatosensory is where the somatosensory is? You can refer to competitors. Somatosensory is important, experience is not.

Q44:

Four suggestions on doing a good job in Xiaohongshu?

A44:
Respect the rules, bravely take the flow, grab the article, and polish the team

1. Respect the rules: Follow the rules and do some adaptive things on the border line of the rules

2. Yongda Flow: Where is the traffic and where is it going? It may be manifestation, strategy, etc.

3. Grab the explosive article: Pay attention to explosive articles and pay attention to exposure

4. Grinding team: Team teams are polished to find people who have feelings for Xiaohongshu

Q45:

What are the cooperation suggestions of top bloggers in Xiaohongshu?

A45:

Everyone knows that top bloggers are more expensive, and everyone is more cautious in their cooperation. In addition to whether the blogger itself has a strong correlation with the product, in fact, more and more brands are willing to establish this brand hero this year, which means that a top blogger can stand up for your brand to speak out.

At the beginning, it was done with implants, then it was done with customized videos, and then it was directly harvested in the live broadcast. The most extreme example is the Name of Nature. The Name of Nature cooperates with Dog Tian more than twenty times a year.

In addition to the methods I mentioned just now, including Dog Tian Private Domain, his WeChat and fan base, and naturally his name is always there for many years.

In fact, this action can transfer the brand's assets well and accumulate brand assets, which means converting the traffic in the public domain to the traffic in the private domain, which can actually be accumulated infinitely.

Q46:

Why should we abide by the rules of Xiaohongshu and what are the rules?

A46:

1. Ineffective sales volume will only lead to the brand being restricted.

2. The new product limit is 50 articles. Xiaohongshu will give you a credit limit based on the brand's popularity, product popularity, etc.

Q47:

How to effectively plant grass on Xiaohongshu?

A47:

40% rely on accounts and 40% of content to dig 20% ​​of the operation

1. If your account is wrong, everything is wrong. No matter how strong your content is, you will not have traffic. The account has different differences in different categories.

a. Look at the account data and see if there are any explosive articles in the first 12 articles of the account

b. See if the account data is upward or upward or not

c. Study the form of the account publishing. For example, if an expert has a big face and makes a big picture, he cannot use the long-term view.

2. Dig up the content, the content is dig up. When the product is homogenized, find some traffic passwords.

Each category has a traffic password. Find experts who can produce real goods and experts who can be used as essential oils and scraping boards.

3. Operation - operation of strategy.
Operations at different stages are different. Only after the goals of different stages are clear can the strategies keep up. The strategies only serve the goals.

Q48:

What is the underlying logic of Xiaohongshu’s public opinion handling?

A48:

Taking medical beauty as an example:

1. Report. According to different negative situations, select the corresponding section for reporting and processing.

2. Post positive notes, cover negative content with positive notes, and let negative content sink through the form of positive notes by koc, kol, and amateurs, so that there is no negative in the front row of the square when searching.

3. Technical processing: The negative notes are processed and the processing of a certain keyword of the product are processed.

4. Collect public opinion information in real time to collect negative public opinion information in real time, report it, sink it, arrange positive notes to dilute it

Q49:

What are the differences between brands and institutions during the review process?

A49:

In fact, the final judgment standard is whether it can bring value to users?

The content is not about selling packaging, but about solving pain points for users. Instead of thinking that quality is good. Perceptibility of selling points is the first priority, and every scene created requires real visual answers.

Q50:

How to build a Xiaohongshu team?

A50:

1. Let the commission and bonus of PR be linked to the explosive article

Clear indicators allow PR to actively learn and be virtuous circle.
2. Let yourself become an expert before you can lead employee training

Only by understanding yourself can you better communicate with others and reduce communication costs.

3. Don’t expect everyone to use products that you don’t use. If you have not experienced the product, the delivered things will be very hard and you will not be able to find your own feelings and experiences.

The above are 50 Q&A about Xiaohongshu content. If you also want to read more about Xiaohongshu, you can join the brand doctor and grow up with everyone~

Author: Nan Kaikou

Source: Nan Kaikou