Xiaohongshu’s corporate promotion strategy!

Recently, especially in the past one or two years, Xiaohongshu can be said to be in the limelight. I recently chatted with some business owners and it seemed that if I didn’t promote something on Xiaohongshu, I would feel embarrassed to say hello to people before going out.

The crazy influx of enterprises and commercial factors has divided up Xiaohongshu's traffic, which undoubtedly intensifies the competition for enterprises.

On the other hand, it is a test for Xiaohongshu itself. It is extremely difficult for this type of app to find a suitable balance between the intervention of commercial factors and user stickiness. However, the platform side is not what we are going to talk about today.

Today, let’s focus on what companies should do with Xiaohongshu, as well as some ideas and suggestions based on experience.

How difficult is it for companies to make profits through Xiaohongshu?

First of all, Xiaohongshu, like any other platform, is just a channel, not a place where you can pick up gold everywhere. Without accurate knowledge and understanding of this concept, any new channel will most likely not produce any good results.

For Xiaohongshu, the operation actually feels more similar to Bilibili. It is a relatively vertical and closed small circle.

The users there are highly loyal to Xiaohongshu. It can be understood that the opening rate of users who use Xiaohongshu or Bilibili will be very high, but those who do not use it may not open it even once.

What this means is that before companies consider using vertical channels such as Xiaohongshu, they need to understand whether their products are frequently needed by Xiaohongshu users. For example, beauty products naturally meet this attribute, but some other categories of products may not, such as some professional products and some high-tech products.

Are there any users of this type of product who use Xiaohongshu? Of course there are, but is it necessary to operate a channel just for these few people? Probably not.

Of course, if you are confident that you can create demand among Xiaohongshu users, that’s another matter.

The difficulty of operating Xiaohongshu is generally similar to other platforms. It will not be more difficult, nor will it be easier.

A more general rule for channel operations is to analyze the characteristics of the people in each channel and develop an operating methodology that is only used for this channel.

If you want to make money from this group, you must first integrate into this group. If you don't even know how Xiaohongshu users communicate with each other, and you just throw a blunt advertisement at them, it will naturally have no effect.

Regarding the placement of grass-planting notes, how to invest and how much budget is needed?

Xiaohongshu platform considers a brand from the perspective of brand voice. Simply put, the number of notes about your brand that are searched for is a basic element in judging the popularity of a brand.

For brands, the grass-planting notes naturally need to be planned. As for how much, it depends on your product and your expectations for the future of Xiaohongshu.

For general categories or if you just want to test the waters, it is recommended to publish no less than 1,500 pieces of content within a three-month period.

The recommended structure of the delivery notes is a combination of cooperative delivery + commercial delivery + official account output + activities.

The form officially advocated by Xiaohongshu is the Dandelion platform, which is the so-called reporting notes. The characteristics of this type of notes are official recognition, and they can advertise openly and connect with brand owners. The disadvantage is that the budget is relatively high.

The other type is direct business cooperation, finding some bloggers to cooperate directly without going through the Dandelion platform. The advantage of this type of notes is that the unit price is low and the volume can be increased in a short period of time.

The disadvantage is that this type of cooperation is essentially not recognized by the platform and there is a certain risk of deletion or blocking.

Then there is the output of the official account. No matter how many notes are posted, the final landing point should be and only be the official account.

Landing platform notes on official accounts is the shortest and smoothest way for users to process. Don’t make any attempt to bypass Xiaohongshu to do so-called cross-platform traffic diversion, which is very stupid.

Another thing is activities. If a new brand or a new account wants to quickly build up a base, it must do so through activities.

Using the platform to support traffic for activities to quickly attract fans is very cost-effective, and the cost is not high.

By this calculation, the overall budget for three months will be around 100,000 to 150,000 yuan, which is a necessary process for a company that wants to make a profit through Xiaohongshu.

Finally, Xiaohongshu is a channel with a relatively high entry threshold, and by doing so, you can achieve relatively objective profit conversion. But those who want to test the waters by getting themselves wet will not be able to tell the depth of the water except getting themselves wet.

How to operate the official account? Are there any methods that can be learned?

Based on past experience, the number of Xiaohongshu notes is certainly important, but what is more important is still the operation of the official account.

There are a few things we can learn from the operation of official accounts:

1. Content construction of official accounts

Although the official account is called official, the content must not be too official. For a social platform like Xiaohongshu, except for a few very large brands, small and medium-sized brands should not attempt to take a high-handed approach.

The content must be in line with the user preferences and forms of expression of Xiaohongshu. We have always emphasized the need to integrate with users. After a deep understanding of each platform, we find that it is essentially a cultural circle.

Every cultural circle has its own language system. For example, Xiaohongshu should make full use of emoticons in copywriting, and some terms and nouns should be replaced by fixed emoticons. In terms of pictures, through a lot of attempts, we found that the official beautifully designed posters are often not pleasing on Xiaohongshu. On the contrary, the real photos taken casually, with Xiaohongshu's specific stickers and expressions, the effect is surprisingly good.

As I said, if you want to build a good platform, you must first become an in-depth user of this platform.

2. Account cold start problem

Xiaohongshu is relatively friendly for cold starting of new accounts. You should make full use of the official monthly lottery component.

The lottery principle recommends following the brand account and commenting and liking the event notes, but it is not recommended to let users post notes.

It seems that allowing users to post notes @brand accounts will increase output, but the quality of users' output will not meet expectations to a large extent.

Regarding the activity cycle, it is recommended to hold it four times a month, one of which should be the main activity. The activity cycle should be extended to half a month or a month as much as possible, not just one week, as this would be a waste of this component.

The remaining three events are short-term events that only need to last for a week, and the prizes can be slightly lower than those of the main event.

One principle of doing activities is to keep the activities going and not to set the prizes to the upper limit you can afford at one time.

Make sure your account is always open and there is ongoing activity so that others have the basic motivation to follow you.

In addition, reduce the difficulty of user participation and don’t always think about asking users to complete multiple actions at once. There are too many activities on various platforms now. I worked for half an hour to get a bag of cookies. It is likely that no one would be willing to do such a thing.

Next, there is the issue of the event posters. Many companies like to make posters when they hold events, but after many tests, the effect of posters used in Xiaohongshu's events is not very ideal. It is recommended to directly take pictures of the actual prizes and keep the photos clean and clear.

Then use Xiaohongshu's official stickers and emoticons for decoration, the effect will be better.

Is it necessary to advertise on Xiaohongshu? Which form is better?

According to the major categories, there are two types of advertisements on Xiaohongshu: one is French fry advertising , and the other is information flow advertising .

French fry delivery is more suitable for corporate accounts that are not convenient to open advertising accounts. The advantage is that the delivery is simple and basically a fool-proof operation, and it can be delivered to a single note.

The disadvantage is that the cost-effectiveness is not very high. The data obtained after testing shows that the overall conversion rate is not high, and the average CPM price is not very ideal.

Another type of advertising is information flow advertising, which requires a corporate identity to open an account and can be targeted at notes, stores, etc.

The advantage is that it is more cost-effective, but the disadvantage is that it requires professional pitchers to operate. If someone with no experience in advertising operates it, it is basically a waste of budget and the cost outweighs the gain.

It is recommended to put 5,000 to 10,000 yuan in the first advertising budget, and see the conversion situation. Cooperate with the above-mentioned grass-planting and official activities, and do official content. Overall, the results of the few households we have are pretty good.

However, when running this ad, you need to pay attention to traffic control at all times and not be carried away by victory.

Summary: If nothing unexpected happens, Xiaohongshu will still be of great value to enterprises in the next 2-3 years. Of course, any platform has risks, so you need to be cautious when entering the market.

Author: Mo Dao's SEO Grocery Store

Source: Modao's SEO Grocery Store