Answers to the WeChat ban on Xiaohongshu’s popular articles, lucky draws, and traffic diversion

Xiaohongshu has become popular due to its grass-planting attribute. While attracting a large number of users, many brands have also begun to focus on operations and promotions on Xiaohongshu. During the operation process, brands may encounter problems such as difficulty in producing explosive articles and traffic control. What are the causes of these problems? In this article, the author answers questions that may arise during the operation of Xiaohongshu. Let’s take a look.

1. How to capture/retain more fans after a new clothing brand lottery?

First of all , I think product selection is crucial, because if the products you choose are not of interest to everyone, fewer people will sign up, and it has nothing to do with your brand.

For example, many friends give their own products as gifts, but the difference with big brands is that after receiving a big brand, if they find it useful, they may repurchase it, which is a disguised way of being attracted by it, and their own brand will once again get more exposure.

But for small brands, users don’t understand the products, so just giving the products away doesn’t mean much, and the number of views may not be very high. If the brand product exposure and popularity are not high, and you just give away your products, you will only attract people who are trying to get a bargain, and few people will be interested in the brand. Therefore, it is recommended to combine it with other products during the lottery and draw one or two places.

Second , put the content of the lucky draw and the highlights of your own products, implant the concept of the copywriting, and it can also be regarded as a promotion of new product writing and introduce your products. Or just provide guidance in the comment section.

The third thing is to grab more fans and users, but the problem is the fear of losing fans. The main thing is that the selected products do not match the final ones. If you are engaged in e-commerce, generally speaking, the brand is not well-known, so it is recommended that the content of the notes should contain useful information.

Because after the lottery, users or fans will watch the next content or visit the homepage. It is recommended to draw the lottery once a month, as most of the time content is still required.

The dry goods or strategies mentioned earlier have always been about promoting products. The creation of hot articles must solve the problems of the crowd . The issue of retention is the retention of content. For example, Perfect Diary has many notes on popular articles, all of which turn their products into tools in this tutorial .

The beauty tutorial will use your own products to paint on your face, and then reveal your own products as well. Another point is to direct traffic to WeChat and Taobao, and provide relevant guidance in the comment area.

2. It is difficult for Xiaohongshu to produce a hit article. Has the rule changed? I also followed the previous explosive article model, but it didn’t explode.

First , the content of the notes only refers to the template, and there is no in-depth understanding of the reasons behind the popular article. Many friends did not do any analysis, they just said that they would use the same title because others used it.

Second , analyze the factors that influence the popular notes. If other people's content is very similar to ours, it means that there is a serious problem of homogeneity, so it is difficult to produce a popular article . Especially in the current maternal and child section, you will find that these bloggers are plagiarizing each other.

One is that the rules have changed, and the other is that the originality requirement on the Xiaohongshu platform has been increased. For example, if someone makes a picture or shoots a video, and your direction and lens are very similar, it will definitely be difficult to produce a popular article. Therefore, the main reason is that the originality requirement has been increased. Another point is that Xiaohongshu encourages more realistic pictures, rather than the ones that were cut out in the past for reviews.

3. Recently, WeChat is going to increase its control over Xiaohongshu’s traffic . It is very difficult for merchants. Is the only way to open a mall on Xiaohongshu?

Xiaohongshu has recently increased its control over the diversion of traffic to WeChat, making it very difficult for merchants. It is not necessary to only open a mall on Xiaohongshu. If you want to open a shopping mall, I suggest you open an information flow and invest in French fries. There are still some mandatory requirements of the official mall that need to be met.

Xiaohongshu hopes that merchants have now developed an awareness of paid promotion, rather than taking advantage of loopholes as before. So there are many ways to attract traffic, but we have to abide by official regulations. If they require us to invest in information flow, we have to do it.

Then, don’t do anything illegal. We protect the platform and the platform protects us. There are many other traffic-generating techniques, and it’s enough to just do the above ones.

There are really a lot of flow techniques behind this, there are more than a dozen methods listed. When we are testing, we use a small account to test whether it can be successful. If you want to divert traffic to WeChat itself, it is a dangerous action.

4. How can traditional old brands (personal care products) activate users through Xiaohongshu and recommend them to become best-selling products? (On a low budget)

I think the biggest problem in this category lies with the company’s leaders, and it seems to be a problem with Xiaohongshu’s marketing. However, for traditional old brands, if the top leaders do not have this awareness, they will understand Xiaohongshu as a promotion channel. Although it can bring you traffic, it is more about retaining users through content.

Just look at our categories and choose one from so many brands and so many products. For example, now cars and other things all have pink girly colors, so your positioning is very important.

If you cater to this part of users, you must make adjustments to your product packaging. If the user does not like your product, your packaging, or your adjustments, it will be difficult for you to create a hit.

Let’s take Pechoin. It is an old brand with pretty good marketing skills, so they have done a good job in content accumulation. It is not as hard to promote a new brand as it already has some experience. The most critical thing is what kind of people to target after the younger generation comes out.

Therefore, when making products, running businesses, running companies, and building brands, you should not understand the crowd from your own perspective. Instead, it is crucial to understand what kind of crowd you want and what kind you don’t want. Moreover, the budget is not high. I think it is more of an internal problem, that the boss or the company is unwilling to do so.

Now, Xiaohongshu is indeed slowly requiring paid promotion. It is not like before where you could just create a hit article and then get particularly good data. The two need to be combined, and the budget is not high.

If the initial cost is not high, you won’t be able to find good bloggers, and the exposure will be poor. You will only find ordinary bloggers, and the expenses and time of the operators will be wasted . Then, the promotion efforts by bloggers are not strong enough, so this is also a problem.

5. Is the title the most important thing on Xiaohongshu? Besides embedding keywords and brand exposure, does it have any other functions? Does the number of words in the text mean little?

I think the number of words in the text is not as important as before, because if you promote a video, it may only have a title but no content. How should people judge it?

Therefore, if you want to strengthen this part, the number of words in the main text is not very important, because Xiaohongshu users will not read a 1,000-word note, unless your content is very informative, but the informative content can be reflected in the pictures, and the title is important.

Another thing is, after the note is released, what kind of people see the title and text. The first wave of keywords determines the judgment of Xiaohongshu's content, and then it is recommended to relevant people after comprehensive judgment. If it really reaches the user, the note will make positive feedback, with a high rate of likes and collections.

Another thing is that brand exposure can be done in the comment area, because if this is not reported, it is easy for brand violations to occur, because reports are rarely made, and are there other functions in various aspects? The title is more important.

Then, it doesn’t necessarily mean that every title must include a brand name. If it does, it will make it obvious that you are doing promotion. It mainly depends on the content of the notes. Regarding the content of notes, on the one hand, the vertical accuracy of evaluation is high, and its data is one to two thousand or two to three thousand, and the conversion effect is very good.

Because the data from two or three days, even if it is 500 likes, collections and comments, its accuracy is very high, because when people look at your content, it means that they are more interested in your product and this category.

If you are just trying to plant some seeds, then the text needs to be clear. Two to three hundred words will be enough for the main text. There is really no point in having more than that. On the one hand, when he first grabs your content, he can determine what keywords you have, and he will look at your pictures or video content and the scene in which it appears. Xiaohongshu has an internal review mechanism.

The above are questions asked by friends who operate the brand during the sharing.

Author: Zhuang Jun

Source: Zhuang Jun Xiaohongshu Marketing