Xiaohongshu operation skills and strategies for rapid fan growth

Any company with sufficient budget wants to create its own account, and any company that wants to create its own account wants to create its own Xiaohongshu account.

Compared with official accounts and short video accounts, Xiaohongshu accounts are actually much more difficult to create. Why? Because it is extremely difficult to increase followers. On other platforms, a hit article or a hit video can increase followers by tens or even millions, but on Xiaohongshu, it is a remarkable thing that the number of followers can increase by more than 10,000 at a time.

To operate Xiaohongshu requires not only ability, but also methods and skills. In this article, I will share some skills and methods that I have used in operating Xiaohongshu over the past few decades. It is especially suitable for students with average operation level. As long as you follow my methods step by step, it will definitely be effective.

01How to quickly increase followers

The first thing to do when using any platform is to increase followers, and Xiaohongshu is no exception. The most common technique for increasing followers that we hear is content-based following, which is to create high-quality content to attract fans' attention, and then tell everyone how to create high-quality content.

I thought to myself, if I can create high-quality content, why should I worry about increasing my followers? What the world lacks most is people who can create content that touches the hearts of users. So how can you increase your followers if you don’t know how to create content?

Let me tell you about one way to play on the Xiaohongshu platform: lucky draw. There is no faster way to increase followers than this. As long as you set up 5 to 10 lottery places, it is very easy to increase more than 5,000 followers in a month. If the prizes are more attractive, it is possible to increase 10,000 followers in a month.

Why can lucky draws increase followers? Because as long as you participate in the lottery, you must like, collect and follow. This is the key point: you must follow.

Then I wrote a sentence in my diary: "The sweet potatoes in the comments are more likely to win the prize", and the interaction rate instantly increased by 800% (an exaggerated rhetoric, meaning a huge increase).

How to set up this lucky draw? You can set it up in the marketing activities in the background. You need an enterprise account and publish more than 5 compliant notes within 30 days. There are some other trivial requirements, but basically they can all be met.

This lottery event can only be set up once a month, so the lottery cycle can be set to 1 month. For example, if the event starts on the 10th of this month, the lottery date can be set to the 9th of next month.

On the 10th of next month, we will launch the second wave of lucky draws. This will not only reduce the unfollowing rate of the first wave of lucky draws, but also increase the number of new fans. According to data feedback, the efficiency of the second fan growth was half of the first.

Because many people who participate in the event are already following us, they don’t need to follow us to participate in the event the second time, so the follower growth data will be slightly lower than the first time.

I have calculated the investment-output ratio of increasing fans, and it is really an unrivaled super-profitable business in history. The cost of acquiring a single fan is cheaper than that of fake fans bought with money.

It is possible that the number of fans that increased here is from professional activity-boosting accounts. I took a quick look at some of the accounts participating in the event. Some of them followed 10,000 accounts. It is obvious that these are professional activity-boosting accounts, but we cannot throw the baby out with the bathwater.

Among the users who participated in the event, at least one-third are ordinary users. It is already a great profit to capture this group of people.

02 How to produce content for lazy people

What does Xiaohongshu operator do every day? Post a diary. Creating content is the primary duty of Xiaohongshu operators.

However, to post a diary, you need to be able to take photos and write text. Although everyone can take photos and write, there are really not many people who are good at taking photos and writing. As a member of the general public, how can we create high-quality content for Xiaohongshu?

Let me tell you another way to leverage other people’s strengths. I have never taken photos or written a diary, but I can still publish more than 10 high-quality diaries every month. How do I do it?

I have to mention that when I saw a comment from a competitor’s account saying “Thanks to so-and-so for sharing”, my laziness kicked in and I knew I didn’t need to create any content anymore.

Xiaohongshu focuses on promoting products, where experts post diaries after experiencing the products. As long as our products are suitable for mailing (for example, refrigerators are not suitable for Xiaohongshu recommendation), we can give them to hundreds of Xiaohongshu influencers to write diaries. There are free exchanges, that is, exchanging products for diaries without paying; there are also paid diaries.

If the company has money, I suggest finding someone to write a diary for a fee, because the diaries written by those paid Xiaohongshu influencers are really good, and the photos they take are indeed better than mine.

I used to work with an expert who was good at free replacement. His photos were amazing, just like those taken by professional photographers in a studio. Our products only cost a dozen yuan, and they were really high-quality materials that were obtained without any effort.

When I promoted another product and wanted to ask that person to buy another set, the other party said: You have to pay. I know it now. If you want to get good things, you may get them for free once, but it is impossible a second time.

Before publishing their diaries, these experts will ask us, Party A, to review the pictures and texts, and they can publish them if there are no problems.

When reviewing pictures and texts, you can be careful and record the good materials in advance. After the post is published, you can politely ask the other party if you can reprint it through the official account. Basically, they will agree to reprint it.

At this time, the pictures and texts that were reviewed before will be useful, because the pictures posted by the experts will have watermarks after downloading, and there will be no such problem if the pictures and texts reviewed during the review are used.

But there is a trick. Some mini-programs can download pictures and texts from Xiaohongshu without watermarks. I tried two mini-programs, but it didn’t work. The watermark was not removed at all.

Find 100 articles recommended by experts in a month, and pick out 10 good ones to repost on your official account. It is best to have a consistent style, so that the tone of the diaries posted on your official account will also be consistent and there will be no distractions.

See, I completed the KPI of publishing 10 high-quality notes in a month without any effort. This is the lazy diary publishing method.

03Methods of delivering performance advertising

With fans and high-quality diaries, the ultimate goal is definitely to sell goods. I saw "product cards" at the bottom of some diaries on Xiaohongshu, which is the eye-catching long purchase button. I wondered if the diaries I posted could have this. I asked Xiaohongshu officials and they said it could, but there was a condition: I had to pay.

Later I learned that this is a privilege of advertising, because the diaries published by the enterprise account can display products, but the product card will not be displayed to those who do not click on the advertisement. There is only a small "Buy Same Product" button on the picture, so the effect is naturally much weaker.

The method of delivering performance advertising is similar to that of other platforms. They are all born from the same womb. Xiaohongshu's performance advertising is divided into two types: information flow and keywords. Xiaohongshu's agency operation means that you first deliver information flow, run the data, and then deliver keywords.

Am I the kind of person who just goes with the flow? I would do the opposite, first invest in keywords, see the conversion rate of a single page, and then invest in information flow.

The idea of ​​keyword bidding is the same as Baidu bidding and through train, which is to bid for clicks. The difference here is that you can see the interaction cost in the background, that is, the cost of comments and consultations (setting an immediate consultation button).

It is said that as you run further, this data will gradually decrease. I don’t know if it is true or not , because I have never run to the end. I spent a lot of money on testing and stopped when I found no effect.

Later I understood that whether Xiaohongshu can deliver effective advertising depends on the category. It can be used for those selling clothes with good repurchase rate, but it is not suitable for those selling snacks and the like.

There was an episode where Xiaohongshu’s official review of advertising copy was extremely strict, and they changed the copy so much that I didn’t want to invest anymore. I heard that some of my colleagues revised the copywriting until they were exhausted, but still gave up on Xiaohongshu and switched to other platforms because it didn't pass the review.

As for performance advertising, do it if you can, and if you can’t, just do a good job of promoting it.

04Finally

It takes time to do well on Xiaohongshu. You need to study the rules of the platform carefully. New things come out on their platform every day. I see that they are testing a free trial module recently. Maybe there is another wave of bonuses waiting for everyone to develop.

As I said before, there is no secret recipe for operation. Just do the most basic work well and make good use of every function of the platform, and you can get 90 points for the operation of this platform.

Author: Tiger Talks Operations

Source: Tiger Talk Operations