New brand Xiaohongshu content marketing? 28 suggestions!

Is there any shortcut to marketing on Xiaohongshu ? some!

This article contains 28 suggestions from Xiaohongshu, which is a summary of my communication with brand partners. The ten thousand word long article that is difficult to write is still being written, but I will share some concise and concise suggestions with you all to try out first.

01

Before posting your notes on Xiaohongshu, first look at the note data of excellent bloggers of competing products, collect them, analyze their titles and content formats , and why they became popular articles, or look at the notes of bloggers of the same group of people but different categories. After analysis, summarize the requirements for posting. For analysis of popular articles, please refer to Zhuang Jun’s previous article "Dissecting 500 popular articles on Xiaohongshu and summarizing these routines."

02

Xiaohongshu note placement: Once a blogger has a hit article, don’t skimp on the French fries as extra food . Even after 2 months, if the data is still good, you can continue to add more.

03

Xiaohongshu note placement: If the budget is insufficient, you can choose a self-operated account matrix, create popular articles through strategy and tutorial notes, and then steadily move towards blogger note placement. After all, the self-operated account is still in your own hands.

04

For skin care and maternal and child skin care products, it is safer to report them. Otherwise, go for video reviews. The inclusion of notes in enterprise accounts is relatively stable.

05

When promoting products on Xiaohongshu, good-looking product packaging is very important. In addition to recommendations from Xiaohongshu bloggers, the first thing users see is your product packaging. Appearance is justice .

06

When doing marketing on the Xiaohongshu platform, the text that expresses the product's selling points must have a visual sense, and the text that expresses the efficacy must have a scenario appeal. Avoid efficacy words and ingredient words, unless it is an ingredient evaluation.

07

Brands manage people, not just products. After positioning the crowd, you will gain more insights into their habits and preferences. It is best to immerse yourself in the crowd, or have team members belong to this group of people.

08

After posting the notes, you need to collect feedback from Xiaohongshu bloggers privately. The notes you write are mostly in line with the brand’s ideas, and asking the blogger privately for feedback is the real feeling.

09

In the mid-term of launching notes, you can invite celebrities to promote products on Taobao Live. Celebrities still have a halo effect, and it will cost tens of thousands of yuan. Then you can continue to advertise on Xiaohongshu and mention that it has been recommended by a certain celebrity.

10

If the brand owner does not understand the rules of the Xiaohongshu platform, please be more patient and give your partners in charge of Xiaohongshu more room to play. Or let him learn from me. The boss should not take care of trivial matters himself, especially the perfectionist boss is the most painful.

11

Pay attention to the comment area . The maintenance of the blogger's comment area is crucial, and the language should play a guiding role, whether it is to highlight the importance of selling points or to guide customers to buy from a certain cat.

12

Make a table to count the data , look at the fluctuations in the data each month, and use the time axis to look at the data. The fluctuations will be relatively large during the e-commerce festivals of June 18 and Double Eleven.

13

A brand must have a Chinese name , and it must be catchy and easy to remember. I have seen several students who have introduced brands from abroad. They have been promoting them for a long time, but they do not have Chinese names and are difficult to remember. Brands are also aware of this problem.

14

The choice of keywords is still very important. First, determine whether this keyword has traffic, and also pay attention to long-tail keywords. Hot words can be found in the search drop-down box and third-party platforms.

15

By posting notes on Xiaohongshu bloggers, bloggers can place orders on Tmall, so that there is data to track and the cost of fake orders is reduced. After the blogger is finished, ask the blogger if he can forward it to other platforms at the same time, so that one material can be used on multiple platforms.

16

If brands treat Xiaohongshu platform well and create more valuable content for the platform, the platform will also treat you well. Treat the platform well, which means creating notes that users like to collect, and the platform will expand the traffic range of your notes.

17

When laying out the scene, be sure to select bloggers with a matching tone, and find bloggers through scene keywords. For example, search for notes on "fitness at home" and then find the blogger, or search for "fitness tips."

18

When you meet a high-quality blogger, don’t demand a certain type of note just because of the number of fans. For example, if a blogger only has a few thousand fans, but he can write useful notes, don’t ask him to write a single product review. For bloggers with ideas, let them express their ideas without too many restrictions.

19

After posting the blogger notes on Xiaohongshu, observe the data changes in the second month. Update the note data changes yourself or ask your team members to update the notes data changes. If you find a good blogger, you can continue to cooperate with him.

20

Continuing from the above, cooperate with Xiaohongshu bloggers. Last month it was a single product or vertical lifestyle collection, this month you can cooperate on reviews or multi-product collections.

twenty one

You need to increase the volume in the early stage, but don’t be obsessed with it. It doesn’t mean that the exposure is high if every brand word search results in a full volume of notes. Beginner experts or experts with tens of thousands of followers should pay attention to the number of readings and exposure, that is, the rate of explosiveness.

twenty two

You can try search advertising. If we know the ranking of certain search portals and even popular articles cannot rank, and optimizing keywords still cannot get us on the list, then we can try search performance advertising. Of course, we will also encounter competitors, and it depends on the proportion of the competition focus.

twenty three

Pay attention to the ranking of the keyword page; after determining the popular keywords, see how our notes rank, which has the same meaning as the Taobao search box. For example, if there are 10 keyword entries, how many of our notes are ranked in the top ten or twenty every month?

twenty four

The factors that affect the ranking of notes are keyword optimization and the interaction volume of popular articles, so we still need to find a way to occupy a part of the search entrance.

25

If you want more popular articles, the note type can be strategy guides or tutorials, so that users will want to collect them. If they are afraid that they can't remember them, they will collect them first. Then interact in the comment section and highlight the brand’s core selling points.

26

When doing reviews on Xiaohongshu notes, do not let bloggers step on competitors’ products, and do not stir up trouble yourself. Vicious competition will turn bloggers into tools, which will hurt bloggers the most and cause serious internal friction.

27

When looking for bloggers, in addition to searching for keywords to find bloggers, you can also ask bloggers to recommend bloggers of the same type. After all, bloggers also have their own circles.

28

Save the above 28 suggestions, or send them to friends around you who need them. You may need them someday. After I tell you the pitfalls I have encountered, you don’t make them again. This is the shortcut.

Author: Zhuang Jun

Source: Xiaohongshu Marketing Zhuang Jun