Explain Xiaohongshu's policies of focusing on attention, optimizing efficiency and co-creating recruitment in one go!

1. Spotlight Platform

Definition: Xiaohongshu Marketing is a newly launched one-stop advertising platform with five goals: product promotion, product sales, customer information collection, live broadcast promotion and track occupation, which comprehensively improves efficiency and helps good products grow.

First of all, Juguang is an advertising platform. Previously, the advertising backend was together with professional accounts. Now you can understand that Xiaohongshu advertising platform is independent and the advertising is professional. Just like the background of Tik Tok’s advertising is Qianchuan and the influencers are Xingtu, now Xiaohongshu’s advertising is Juguang and the influencers are Dandelions.

Figure 1: Juguang platform home page display

According to the official interpretation, there are five major advantages of focused delivery, such as one-stop solution, browsing and search scenario integration, intelligent delivery capabilities, full-link data support, and a healthy ecological environment.

It looks more systematic than the previous advertising backend. In my opinion, aggregating data together will facilitate the formation of customer advertising assets. Later, these assets will make decisions through crowd assets, just like Tik Tok’s cloud map.

Figure 2: Five advantages of the focusing platform

For a better understanding, let’s take a look at the Douyin Cloud Map. The Cloud Map is an important strategic tool for Douyin. It helps merchants plan their strategies for the A1-A5 population based on the customers’ investment in the platform. From the merchant cloud map background, you can see the proportion of the number of people reached, the number of conversions and the number of fans. If your current A1 reaches a small number of people, you can break the circle through information flow. If your conversion rate is low, you can start with conversion. It is speculated that when Xiaohongshu's focus platform accumulates more advertising data, it will also be able to participate in customers' deeper business and, like ByteDance, participate in product selection, delivery, and closed-loop business links.

Figure 3: Juliang Cloud Map full-ecosystem brand asset management platform

The matrix of the Juguang platform is divided into reach, grass-planting/track grabbing, and conversion levels according to the Internet's path from reach to conversion and based on product demands. In terms of reach, there are information flow, search, new live broadcast, opening screen, product special and other products. In terms of planting grass and seizing the track, there are more precise targeting, and it will be more flexible in conversion and purchasing.

Figure 4: Xiaohongshu Focus Platform Product Matrix

Summary: The system upgrade is more intelligent in terms of delivery, which further conforms to Xiaohongshu's IDEA marketing methodology, from insight and definition to seizing the track and advocating the brand route. We also hope that through this system, merchants can spend their money clearly and do better business on the platform.

2. Optimal Efficacy Model

The high-efficiency mode is a new mode of guaranteed delivery launched by the Dandelion platform. Brands can choose this mode when placing an order for brand cooperation notes. The system will help boost the exposure to the expected level of the platform within 15 days after the note is released (the expected exposure is based on the 80-point setting of the blogger's note performance in the past period of time). The system will push the notes to more potential interested users, thereby increasing the interaction rate of the notes.

Product background: The exposure of ordinary notes has a certain degree of uncertainty. Notes created by the same blogger may become super popular or may be forgotten. Notes in the high-efficiency mode have a stable, front-end exposure guarantee, which can meet the certainty requirements of delivery.

Billing method: Under the optimal efficiency mode, the platform service fee is 20% of the quoted amount. Among them, 10% is the service fee under the normal mode of delivery, and the other 10% is the fee for value-added services boosting traffic. If the blogger quotes 20,000 yuan, the registration fee plus the effective fee is 20%, which is 4,000 yuan. The registration fee plus the effective fee is indeed not cheap.

Summary: The efficient mode is similar to the Star Pusher of Tik Tok. Star Pusher pushes videos to fans and helps push notes to potential audience portraits. In my opinion, the high-efficiency model is equivalent to the investment by experts, which increases the goal of maintaining volume, but the price is relatively high.

3. Recruitment and co-creation Recruitment and co-creation mainly consist of two parts, mainly divided into two steps: recruitment and co-creation .

1. Recruitment and Cooperation

Based on the fixed-price cooperation model, the brand sets aside a fixed budget and allows the platform to randomly select suitable bloggers. After the blogger gives creative ideas, the brand owner will make a counter-selection.

It is mainly carried out in 5 steps:

1. Brand initiates recruitment

2. Platform intelligent matching

3. Matched bloggers look at the recruitment information, confirm the intention of cooperation, and actively sign up, provide creative ideas and preferential prices

4. Brand reverse selection of bloggers, after filtering, you can directly view the bloggers and contact information

5. Brands place orders and bloggers publish notes

2. Co-creation and Cooperation

The Dandelion platform has launched an effective content trading model. After the brand prepares the Brief, the platform will publish it and then bloggers will sign up. It is a bit similar to various notices on the market, but charges can be based on the number of readings.

Figure 5: Introduction to the co-creation cooperation with Xiaohongshu

Co-creation cooperation is mainly divided into 5 steps:

Figure 6: Steps for co-creation cooperation on Xiaohongshu

1. Brand orders and co-creation cooperation

Brands click on Dandelion to initiate cooperation, choose co-creation cooperation, fill in cooperation information, the platform reviews the brief, and then the cooperation is released. The quotation method can be selected in the background, and currently it is paid for reading.

2. Blogger registration

The platform intelligently distributes and adapts bloggers, and notifies them of cooperation. Bloggers receive cooperation invitations and check the registration.

3. List confirmation

Brand owners can delete unsuitable bloggers based on their own requirements, but the bottom line of cooperation cannot be lower than that of the brand sending samples.

4. Product delivery and experience

The brand places an order and completes the delivery of the goods.

5. Submission and data accumulation

After the cooperation notes are released, reading data is accumulated, the brand queries the data in real time, and charges are based on the results.

Summary: For both recruitment and co-creation, the platform is very concerned about the placement of talents. The official suggestion for recruitment and co-creation is to first participate in co-creation cooperation, discover real feedback and hot spots, and use recruitment to amplify the value in talent label screening and content level. It is worth noting that for recruitment and co-creation, it is actually a bit difficult to find some mid-level and tail-end experts and big bloggers in the early stage. For the second type of co-creation cooperation, charging by reading should also prevent the situation of going off track.

The above is the interpretation of focusing, excellent effect and co-creation and recruitment. The launch of three products also reveals the platform's efforts in commercialization standardization. Co-creation and recruitment standardize the planting of grass, while excellent effect and focusing amplify the effect of planting grass.