A low-cost guide to marketing on Xiaohongshu!

A friend who is in the branding business asked: How to operate Xiaohongshu marketing at low cost?

So let’s talk about this issue today: How can Xiaohongshu marketing reduce costs?

The prerequisite is that you need to understand the relationship between the platform and the content, as well as the time and trial and error costs.

Readers gave feedback on long articles of 6,000-8,000 words: Too long to read. So today, let’s reduce the number of words in Xiaohongshu’s marketing content to about 3,000 words.

This article will describe the following points:

1. Low cost operation? It doesn't exist at all!
2. Low-cost operation plan for Xiaohongshu marketing
3. Re-examining the jewelry marketing case on Xiaohongshu
4. Xiaohongshu operation ultimately tests the four core elements behind it
5. If the rules of Xiaohongshu are changed, will the account you operate be invalid?
6. Xiaohongshu Marketing Tips: Altruism

1. Low-cost operation? It doesn't exist at all!

Why do you say that? In the eyes of ordinary people, low-cost operation means less capital investment and being able to do the job with the lowest amount of money.

However, time is a cost, and trial and error is also a cost. This is why spending money is sometimes the lowest cost.

In economics, both money and time are costs.

It is possible to do things with low capital investment, but the prerequisite is that your team has good content creation capabilities. Otherwise, it will be pioneering work, which requires manpower and time.

But then again, there are solutions with low capital investment. Let’s continue reading.

If you want to reduce costs, it also means investing time costs. For many product bosses, the highest cost is market time.

The capital cost is reduced, but the team's capabilities are required, such as the ability to output creative content, the ability to operate accounts in batches, and the ability to operate the entire project.

If the boss personally supervises the operation, a lot of marketing costs can indeed be saved in a year.

For example, when Xiaomi mobile phones were marketing on Weibo, Lei Jun personally took part in the marketing and was optimistic about the Weibo battlefield.

But what we see is that many bosses are reluctant to allocate some of the promotion budget, but they don’t test themselves to reduce risks first, but they also want to surpass their competitors who have been on Xiaohongshu for 6 months or 2 years, which really makes it difficult for themselves.

After saying so much, it would seem a bit awkward if I don't give you some solutions, right? Well, yes!

2. Low-cost operation plan for Xiaohongshu marketing

1. The monthly allocation ratio is as follows

• Xiaohongshu Enterprise Account operates 1-10 accounts;
• Operate 5-50 Xiaohongshu accounts by yourself;
• 30-50 amateur accounts cooperating with Xiaohongshu bloggers;
• 5 to 10 Xiaohongshu blogger cooperation experts.

2. Team staffing

1-3 experienced new media operators are required to control the project and have N partners who can create content.

No matter how low the budget is, if you don't have enough staff to hire interns, you can reduce the proportion of account operations and blogger note distribution. The team leader can control the number of specific people after estimating the cost.

It mainly depends on where the traffic is directed. If it is directed to WeChat, the workload of communicating with the account customer service will be relatively large.

If you want to divert traffic to Taobao and Tmall, you need to find more bloggers, but the account operation still needs to continue.

For the types of content production, please refer to "Little Red Book Brand Marketing: After disassembling 500 popular articles, we summarized these routines", and for the reference of selecting bloggers, please refer to "Little Red Book Brand Marketing: Determining Bloggers".

3. Further analysis of the jewelry marketing case on Xiaohongshu

Dear readers, last night I provided two Xiaohongshu accounts that are doing well. Both accounts have annual sales of tens of millions, just two accounts!

When I looked at Xiaohongshu, I found that there were 597 notes on personal accounts and 151 notes on corporate accounts.

Here we will first break down the personal accounts of Xiaohongshu bloggers, and then break down the Xiaohongshu corporate accounts.

• Character positioning: A beautiful jewelry designer who lives in Hong Kong;
• Number of fans: 133,000;
• Number of likes, collections and reviews: 415,000;
• Number of notes: 597 (as of April 15, 2021).

Xiaohongshu Note Content:

• Jewelry introduction 50%;
• Personal growth 15%;
• Food and travel 15%;
• Children, husband and life 20%;

First note published: Note launching jewelry content on October 10, 2018.

The first jewelry recommendation short video on December 20, 2019: March 24, 2020 The following is the crowd portrait of fans and the topics they are concerned about.

The content presented in the video is in line with the tone of Xiaohongshu - recording a beautiful life, recording a jewelry designer's entrepreneurship in Hong Kong, and recording the status of one's own life.

The content of the note video is the kind that, once you watch it, you feel immersed in it, just like chatting with friends face to face, and you feel your emotions released as you watch the other person talk. The blogger's personality is relatively active.

Just like when we go to a physical store to buy something, the shopping guide’s enthusiasm and expression will influence our purchasing decisions.

Some people need to imitate deliberately, while others just need to release their original personality and life state.

Although we, the learners, may imitate deliberately at the beginning and the traces will be obvious, it will gradually become natural as time goes by.

The blogger also said in the video that during the period when his followers increased from 60,000 to 100,000, he updated two posts every day.

From the official release of the jewelry video notes in March 2020 to today, April 2021, it has been one year, with high-output content and 2 notes updated every day.

Analysis of the title of notes of jewelry blogger accounts on Xiaohongshu. The following pictures are the titles of blogger notes compiled by the owner. There are no particularly big explosive articles, and they all have about 400-2500 likes. The account has gained more than 100,000 followers, which is entirely dependent on high-frequency output.

The titles contain mostly numbers and exclamation words, such as secret, learned, 5-minute quick learn, bargain price, inhumane, clear price, 5 great kings, and owning 3,000 pieces of jewelry.

These note titles are for reference only. For example, if the blogger wrote, "I own 3,000 pieces of jewelry, but these are the ones I kept for myself?!", it could be changed to, "I own 500 pieces of jewelry, but these are the ones I kept for myself?"

Number of fans on Xiaohongshu: 90,000.

Number of likes on Xiaohongshu: 113,000, with 151 notes published as of April 17, 2021.

The content of the brand enterprise account is basically the blogger’s video notes, and the content is about jewelry introduction.

The title style is similar to that of Xiaohongshu blogger accounts, with titles combining exclamation words and numbers.

The content shooting is basically the same as that of Xiaohongshu blogger accounts, the only difference is that corporate accounts are more commercialized.

The personal blogger account on Xiaohongshu has directed traffic to the corporate account. The personal signature says that I will not reply to private messages, please move to the corporate account, and the corporate account brand XX designer will be written.

1. Interspersed with smart home appliance cases

The students who got the results operated 100 Xiaohongshu accounts themselves. From 2018 to now, they have won the top ten in the Tmall Double Eleven category. Even if Xiaohongshu no longer invests in content, there is still a long-tail effect, and there is still traffic directed to Tmall.

The content tends to be practical strategies, such as decoration diaries and home furnishings. The account content is all about these. For details, please refer to "Little Red Book Enterprise Marketing: Disassembling 300 Accounts and Discovering These Routines (8,000-Word Full Guide)".

2. Xiaohongshu Enterprise Account Marketing Home Improvement Industry Case

Now that the platform has strict content review, I suggest that he improve the originality of the content and certify some personal accounts as corporate accounts, so as to increase the degree of risk resistance.

4. Xiaohongshu operation ultimately tests the four core elements behind it

1. Team Capabilities

For the recruited partners, it is very important to have a grasp of the content, especially an understanding of the copywriting.

Most people understand copywriting as the ability to formats the content of a public account. In fact, this is not the case. It requires a deep understanding of content marketing.

If you want to reduce the cost of advertising, you must have a strong team.

2. Resource Links

Even if you have the ability to output content and operate content, you still need resource links.

For example, you should be familiar with Xiaohongshu’s official performance advertising channels and the rules of the Xiaohongshu platform. Otherwise, the cost of trial and error will be relatively high. After all, time is also a cost. Having ready-made resources is important, but the cost of personnel is estimated to be not low.

3. Goal determination

This is often the motivation of the team leader or boss. If they are not optimistic about it at all, it will be difficult to achieve anything.

When we don’t have a particularly clear idea, we look at what our competitors are doing, know ourselves and our opponents, and win every battle. We imitate first and then surpass them, which still requires a lot of patience and determination.

4. Funding budget

This also requires looking at the investment of competitors first, and then after a more detailed analysis and research, you will have a rough idea in mind.

Generally speaking, below this budget range, one can only rely on the energy output of the internal team.

5. If the rules of Xiaohongshu are changed, will the account be invalid?

A friend who once studied traffic diversion on the Xiaohongshu platform tried to use his personal account to divert traffic to Xiaohongshu for two months, and finally came to the conclusion: give up, Xiaohongshu is not friendly to WeChat traffic diversion.

In fact, this is not the case. When the scope of cognition or testing is limited, it is easy to get into a dead end, and here we need to have a hedging risk awareness.

1. Xiaohongshu personal account marketing

Most common problems occur when using personal accounts for marketing, and when the content posted is sensitive, there is no hope at all.

The main problem is related to thinking, and more importantly, it is due to insufficient understanding of the content and insufficient understanding of the rules of the Xiaohongshu platform. Operate 10-100 accounts,

2. Xiaohongshu Enterprise Account Marketing

If you have been operating a large number of personal Xiaohongshu accounts before, you need to convert some of your personal accounts into certified corporate accounts at this time, and the traffic diversion will still continue.

It's just that the security level will be improved, after all, this is an account that costs 600 yuan a year.

However, you still need to pay attention to the sensitivity of the content. It doesn't mean that you can post any random advertising content after your account is verified.

3. Adjustment of Xiaohongshu content output

In the past, if single product notes led to poor traffic, you might as well try vertical life collections, strategy guides, or single product tips.

I have mentioned this in previous articles. Vertical life collection means that there are multiple products in the same scene. The rest of the products are big brands, but our brand may not be well-known. Putting them together can enhance the grade.

You can also take advantage of the traffic from big-name keywords, for example, the scene of getting up in the morning and going to the bathroom.

When you get up and brush your teeth, you will find an electric toothbrush, toothpaste, a toothbrush cup, a razor, and a toothbrush sterilizer.

Your product is one of them, but when writing content, the other brands must be big brands.

1) Incubate a useful account on Xiaohongshu

No community platform will take any action against an account that is highly original and has content worthy of collection.

The content is even designed to make users want to print it out and stick it on the wall to watch it over and over again. It may be difficult for us to understand that there are people who would actually download and print out the contents on their mobile phone screens.

2) Notes on mothers and babies

"64 ways to cook baby food, print it out and stick it on the wall", "10 things to pay attention to every month during pregnancy" "Print! 30-day meals for pregnant women compiled by my auntie

3) Travel notes

"72 Suggestions for Sanya Travel Guide, Attached Itinerary", "Ticket Price Chart for Beihai Tourist Attractions", "5-Day Travel Guide and Itinerary for Changsha, Printable│No Brainer"

4) Sports notes content

"5-week vest line training action chart, follow it", "30-day fat-reducing meal combination, lose 10 pounds" "Print! Do these 10 exercises 1 hour before going to bed and sleep until you wake up naturally》…

If a Xiaohongshu account has characters appearing on it, or contains a lot of personal language, it will gradually become an account that provides valuable information about Xiaohongshu's personalities.

They become Xiaohongshu bloggers in the true sense. Xiaohongshu bloggers have strong personal colors and are more professional in a certain field. These are Xiaohongshu experts.

4. Xiaohongshu’s risk hedging awareness

That is to say, don’t put all the accounts you operate on one type, so that even if the rules of the Xiaohongshu platform are adjusted, you will not suffer a complete defeat. Or follow the normal practice. If you need to spend money on information flow advertising, don’t be stingy. Sometimes you need to put up French fries to increase exposure.

6. Xiaohongshu’s Marketing Strategy: Altruism

The mentality will not change, at least it will be useful for several years.

On the Xiaohongshu platform, the most important thing is content.

I often say that Xiaohongshu is not only a wonderful way for young people, but also a solution to lazy people's problems.

When you have a deep understanding of content marketing, you will know that one of the reasons that can attract collection is that this content is called the lazy man’s problem solution. Just think about it and you will understand.

There are other types like emotional resonance, which we will talk about later.

Think about creating more high-quality content for the platform. It is easy to find selfishness in selflessness, but it is difficult to find selflessness in selfishness. So give first.

To be honest, I don’t want to see Xiaohongshu become just that.

Therefore, we also call on brands or businesses to consider the user experience when creating content and to be altruistic.

VII. Conclusion

There is a way to achieve low-cost operation of Xiaohongshu marketing, provided that the management team has adequate capabilities, in-depth understanding of the content, and the ability to link resources.

The article also mentions the case of jewelry. There are only two accounts, but the energy invested is really not low. It also shows from the side that the capital investment can be relatively low, but the energy and time investment is not low.

The rest also talked about the core of the team and the operation methods of risk hedging. In the end, we must treat the Xiaohongshu platform with altruism in order to survive in the long run.

Author: Zhuang Jun

Source: Zhuang Jun Xiaohongshu Marketing