6 steps to promote products on Xiaohongshu!

With over 100 million monthly active users and 10 billion daily note exposures, Xiaohongshu has helped many brands and bloggers grow their voice and convert profits with UGC.

Xiaohongshu’s ability to promote products has been widely recognized, but how to “effectively” promote products on this platform and gain traffic dividends is a topic of general concern to brands.

As the algorithm rules of the Xiaohongshu platform are constantly changing and the review system is becoming increasingly strict, how can we effectively promote products? I have broken down the entire process into 6 steps. No matter what type of project a brand is, it can use this logic to formulate a launch strategy.

1. Review

Xiaohongshu is an open content-native community that supports seeding and encourages sharing

Even though some brands have never done any content marketing on Xiaohongshu, they are still hotly discussed by users on Xiaohongshu.

It is a good thing to have natural voice, but if the voice is directed in a negative direction, it is undoubtedly a disaster for the brand.

This platform, which has the greatest influence on users’ consumption decisions, is likely to affect the brand’s sales across all channels.

Therefore, before any marketing actions, please manage this public opinion field first.

Conduct comprehensive self-examination on Xiaohongshu, track all negative content + after-sales, negotiate if possible, delete if possible, report malicious content with complaints and warnings with one click

Calling on all new consumer brands to establish a public opinion monitoring system on Xiaohongshu to nip any small spark of negative public opinion in the bud

2. Test

Many brands like to start Xiaohongshu's full content marketing at a certain marketing node

With the help of nodes, budgets, and creativity, we try to create events, increase the volume, and activate planning. However, events are always a nine-failure-one-win situation. Instead of gambling with a big idea, it is better to try ten small ideas, then select the best, copy, modify, and amplify them.

Moreover, the testing cost of Xiaohongshu is extremely low. A double-digit amount can be exchanged for the publishing rights of a KOC. This cost advantage is not available on other platforms.

What is being measured continuously?

What kind of content flows well with organic traffic?

What kind of content has higher interaction rate and conversion rate?

Which pain points and itch points can resonate with the target population?

Content = unlimited growth of traffic entrance. Each content is the smallest marketing unit. Through continuous iteration of high-quality and high-conversion content through testing, a standardized and large-scale production mechanism is formed. The iterated materials can also feed back to fill the material gaps of other platforms, making the content flow more efficient.

3. Bury

Why bury?

What is buried is the guiding clue, the search path

Before our target keywords have gained a certain degree of popularity, there are probably no drop-down words or long-tail words. When users search, they may be distracted by synonyms or similar words.

The purpose of burying is to make our content take root and form a path. When the most accurate users search for target keywords, they can be matched by our content.

Let the target users search and find

If the earliest and most popular content in this path is from some endorsement-level experts, it will further help the brand convert users.

To let users feel that “so many experts have already used it, I found a treasure product”

In the future, when brands carry out large-scale advertising, with pre-buried paths and endorsement content, they can face larger amounts of traffic more easily and achieve better conversion effects.

4. Touch

Touch is the touch of reaching

Reach the same group of people multiple times

This is what I emphasize almost every time I live broadcast

Reaching is not the goal, influencing shopping decisions is

It is of course best to convert at the first touch, but with the increase of catalysts and the amount of information, it is becoming increasingly difficult to grasp the user's "itch point" (double bet skr)

If you want users to remember you among a sea of ​​information, you need good content and repeated exposure.

Of course, repeated reach here does not mean posting the same content multiple times, but reaching the same group of people multiple times with the help of different influencers.

For example, if there are two influencers who often interact with each other, even tag each other, and often appear in each other’s content, then there is a high probability that these two influencers have a part of their audience that is highly overlapping.

These overlapping fans not only have high stickiness, but can also be reached multiple times by the two influencers, greatly increasing conversion efficiency.

The same group of people should be reached from a small circle, and then gradually expanded to increase the probability of repeated reach.

5. Explosion

As the circle expands, the volume of voice increases

The overall traffic will enter a bottleneck period, and the traffic fluctuations will be relatively stable, but it will be difficult to break through the bottleneck.

At this time, the brand should consider launching a larger-scale exposure

Two levels

1) Increase the output of each level

Multiple angles, different ratios, whether it is KOC or KOL, concentrate firepower, use up all bullets, and exhaust all matched resources

2) Commercial traffic heating

Create popular articles, use commercial traffic to heat up content with good feedback, and make good content play a greater role

When the target audience is reached sufficiently, the brand voice breaks through the bottleneck and reaches a certain scale.

The mindset begins to build, word of mouth generates potential energy, and potential energy drives sales

6. Sunbathing

It is the last step and the most neglected step

It is difficult to continue the campaign, but the enthusiasm must be maintained

Brands may wish to be bolder and encourage consumers to "show their orders" to trigger top-down self-propagation. Brands can use consumer self-propagation as a fulcrum to leverage their interests and maximize their value.

Brands can also attract more consumers to "show their orders" through cash incentives, product incentives, gift package incentives, etc.

1) Cashback for “showing your order”

After confirming receipt, you can get a red envelope of a certain amount by posting a positive review on the e-commerce platform and Xiaohongshu

2) Co-create UGC

Invite consumers to share their experience and photos under the designated topic, and randomly draw products

3) Invite for evaluation

Invite consumers to review products, and the top three will receive gift packages

… …

There are many forms, just combine your own products and policies to formulate incentive strategies

After completing the above 6 steps, I believe most brands can achieve good results. If you have any questions about implementation, you are welcome to watch my live broadcast. I will share more details with you during the live broadcast.

Author: Zhao Zichen Vic

Source: Zhao Zichen Vic