29 suggestions for brand placement on Xiaohongshu!

Xiaohongshu’s strategy has changed. Last year, it could still use one set of strategies to deliver good results and then expand the scale of its Tmall store, or use another set of strategies to get project managers promoted and get a raise. It's useless this year. After several months of testing, there is still no growth. It's so frustrating!

1. Gain in-depth understanding of competitors’ strategies

Many friends who are running brands have some understanding of their competitors’ products and have searched for their competitors’ content on Xiaohongshu, but they have not conducted in-depth research on their competitors’ strategies. For example, which bloggers will be chosen, what the ratio of bloggers will be, the type of notes, and how much information will be delivered to Xiaohongshu every day. Researching competitors’ marketing strategies is a basic skill.

2. The opponent's investment-output ratio

Through the above analysis, we can understand how much time and money our competitors have invested to achieve such a great result. In addition, many businesses will see that their competitors are doing so well and tell their team members that they want to surpass them. However, the investment in expenses is only one-tenth of that of its competitors, who have already been on Xiaohongshu for 2 years. This gap cannot be overcome in a short period of time, so we must be sober in our investment.

3. What should the Xiaohongshu team review? How to review?

Review and summary are usually divided into two parts, but we combine them here. Review to see whether the goals of the plan have been achieved and why they were not achieved. Review the blogger note data, including exposure, reading volume, and interaction volume. See the table below for details.

4. Xiaohongshu Content Control

We rarely see a brand CEO leading an elite team to write copy. Yes, he personally writes the copy. This brand has annual sales of over 100 million. It is common that many bosses or project managers always want to throw the content out, or even give it to interns to write. In fact, content is of paramount importance. After all, if you want to do marketing on a content platform, you still have to grasp the core of the content yourself.

5. Is the positioning of Xiaohongshu’s corporate account clear?

Since it is Xiaohongshu content marketing, it is inseparable from the operation of the enterprise account. Before the operation, you can think about whether the enterprise account is for attracting traffic, shaping the official image, or increasing fans? There are differences between these three, and it is difficult for them to be compatible at the same time. The method of drainage is simpler and more crude.

6. Has the Xiaohongshu campaign been tested on a small scale?

This is one of the principles for doing anything. Other people’s strategies may not be suitable for us. If something you come up with has not been tested by the “market”, you should not invest heavily in it. Be sure to test it on a small scale so that you can know whether the strategy you envision is correct. As time changes, the original successful experience may not necessarily work. It is very important to conduct small-scale testing.

7. The ability of Xiaohongshu bloggers to identify water content

Sometimes we are deceived by superficial data. A common way to identify them is to check the average number of likes and views of a blogger's multiple articles, whether the sudden increase in followers is supported by a hot article, the quality of the content creation, and whether the comments in the comment section are natural. Data is only a reference dimension, and more depends on your own summary.

8. The difference between Xiaohongshu’s content and Douyin’s content

I have met many friends who are engaged in new media operations. For example, some of them have done very well on Douyin or self-media platforms, but they also found that their content may not be popular after coming to Xiaohongshu. This is not based on the preferences of the user group. On the one hand, you should study the better notes in front of you, and on the other hand, you should stand in the crowd to understand the content. Only through practice can you get a good transcript.

9. Research the pain points of Xiaohongshu users and form a "pain point library"

These have also been mentioned in other articles. It is necessary to study hot articles every day, but studying the pain points of the target group, for example, providing problem solutions for lazy people, is the core of hot articles. The deepest place is the pain point. You can list the pain points of your target group on paper. As you gradually identify yourself with the right person, your thinking will become clearer.

10. Should I choose a service provider or place my ads on Xiaohongshu myself?

You still need to test it on a small scale yourself, and then you will have some understanding of it. For example, if there are 10-20 bloggers placing ads and you are unable to handle them all, you can seek assistance from a service provider. The cooperation for Xiaohongshu’s distribution is that the brand + service provider + blogger jointly complete the note distribution work. There is no antagonistic relationship between bloggers and service providers, nor is there an antagonistic relationship between brands and service providers.

11. To avoid pitfalls in Xiaohongshu marketing, you must find a coach

It is very slow for one person to explore, and it is easy to fall into traps and get confused. Therefore, you must find people around you with whom you can communicate, so that you can make progress faster. After all, this era requires rapid information iteration in order to grasp the core content, and working in isolation will not work.

12. Should I place the information flow on Xiaohongshu myself or find an official person?

There are a lot of things to do at hand. I have to take into account the content and the note delivery, which is actually very difficult. It is recommended to find an agent or official performance advertising agency to assist in completing the task. But it still depends on the team's energy and operational experience. It is recommended that the early stage should be handled by the agent or official performance advertising personnel.

13. Strategy collections or tutorials are more likely to become popular articles

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.

14. The uniqueness of Xiaohongshu product keywords to avoid making wedding clothes for others

I have seen that Xiaohongshu’s monthly investment is 600,000 yuan, and there are many popular articles. In short, the data on Xiaohongshu is very good. However, if the product words are blocked on the Tmall side, especially when a product is recognized by everyone = a certain brand, and the competitor’s Tmall product words are optimized in place. At this time, it cannot be said that there is no traffic at all, and many visitors will definitely be blocked. Therefore, think about the uniqueness of the product word.

15. The importance of the comment section on Xiaohongshu

There are often popular articles when posting notes on Xiaohongshu, and the interaction data is very good, especially the collection notes and vertical life notes, but the number of visitors to Tmall has not increased. At this time, you should pay attention to the trend of the blogger's note comment area. If you open it and see that there is no comment related to the brand you want to promote, then there is no way Tmall's visitor volume has increased. Therefore, in the blogger's notes comment section, there is at least one question about brand guidance, which is either pinned to the top or ranked high.

16. The effectiveness of Xiaohongshu’s brand placement strategy

The strategic framework used by other brands is just that of others. A strategy that worked for others may have worked last year, or before the rules were adjusted. When it comes to yourself, other people’s strategies are only for reference. To verify their effectiveness, you still need to go through multiple tests, gradually verify the effects of the strategic points, and form your own effective strategic framework before you officially invest. Test on a small scale and invest boldly only if it works.

17. Memory of Brand Words

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.

18. Should you hand it off to the content team or do it yourself?

Is content the last detail? Not really. Many friends may have to take into account the content operations of corporate accounts before their teams mature, and they also have to worry about contacting bloggers for cooperation, including the delivery of information flow, and they will ignore the importance of content. For example, the core selling points of the product, what kind of sentences can impress users more, including the choice of scenes. The process can be followed once, but how in-depth it is will take time to research.

19. Should you let the service provider handle it or control the framework yourself?

If you don’t hand over the full responsibility to a reliable service provider, you will be in a dilemma. There are many service providers on the market that are at the execution level, but they charge less, so they offer cheap services. You want the horse to run, but you don't give it grass to eat. You want the wolf nature, but you don't give me meat to eat. In short, you still need to have a framework-level strategy and communicate in depth with service providers. Otherwise, you will go around in circles and end up having to do it yourself.

20. Xiaohongshu launch plan: what to do for the month, quarter, e-commerce day, and year

Many partners who operate projects are unable to make annual plans because they are new to Xiaohongshu marketing. You can refer to the planning framework of other platforms on the market, which are generally similar. However, you still need to go through your own preliminary practice to make the schedule more three-dimensional.

21. Xiaohongshu should not only expand the volume, but also pay attention to the rate of popular articles

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.

22. Should Xiaohongshu’s brand marketing focus on attracting traffic or building the brand?

Looking at the purpose, in the survival stage, attracting traffic and selling goods must be the first priority. Selling goods mainly is definitely a means of quick success and instant benefits, such as increasing the basic volume or posting more notes on the enterprise account. Next, the proportion of blogger notes and information flow will each be half.

23. How friendly is Xiaohongshu’s content marketing to the category?

Xiaohongshu is more strict on sensitive categories, especially those with functional properties. Product selection is critical here, or the order of the battlefield needs to be considered. In the first part, see if there are any competitors that are doing well, and in the middle, do some small-scale testing on your own.

24. How to configure the Xiaohongshu marketing team

In the early stages of the team, there is a content operations manager or director who is familiar with the rules of the Xiaohongshu platform and has an in-depth understanding of the target audience. One media person and one copywriter, and more staff will be added based on the workload and layout.

25. Where can I find more accurate recruitment information on Xiaohongshu?

Depending on the job requirements, if you are doing media advertising on Xiaohongshu, or operating a corporate account, you can consider becoming a blogger. Bloggers who have been in the blogging circle for a few years basically have most of the resources they need, and even if they recruit small KOCs, it will not be better than those who can only transform into copywriters for detail pages.

This does not mean that the copywriter for the detail page cannot do the work of Xiaohongshu content marketing. Some of the work can still be done. In addition, you can submit recruitment information to Zhuang Jun’s official account, which is more accurate.

26. Xiaohongshu publishes blogger notes

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.

27. Should Xiaohongshu introduce private domain into its marketing layout, or should it open a Taobao store?

Even if you open a Taobao C store, even if you use WeChat as a matrix to divert traffic, no matter how good the guidance is, there will still be users who will search on Taobao. This is a subconscious action of users. Therefore, while making progress on both land and water, don’t forget to open a Taobao store to prevent the loss of potential consumers.

28. Deeply understand the needs of the target group of the product

A brand should 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. It is essential to repeatedly collect feedback information and then adjust your content.

29. Be good at analysis and summary

The core of content overrides skills. Studying a hot article is not just about looking at the form, but more about analyzing the reasons why the notes became a hot article. There must be a core point that impressed the users. If you can analyze the notes from this dimension, you can derive many factors that may lead to popular articles. After combining these elements together and getting the results, you will find that it is very addictive.

Author: Zhuang Jun

Source: Zhuang Jun Xiaohongshu Marketing