34 questions and answers on Xiaohongshu operation

Have you encountered the problems that Xiaohongshu operators are troubled by?

Q1: Will French fries affect natural flow?

A1: There are two options: if a hot article appears after the note is released, should you release the French fries immediately after the hot article appears, or should you wait until the recommendation is over before releasing it? You can do a test. The time periods of the notes are different. I prefer to wait until the natural traffic is over before releasing the French fries. Compare both options. It won't affect anything, it's just a test. You can invest when a hit article is about to appear. Another way is to invest after the traffic is over. After investing in 4 or 5 articles, you will have your own set of methods. It is more recommended to wait until the period of explosive growth is almost over before submitting the article.

Q2: How to surpass your peers

A2: First of all, you need to understand your peers. Surpassing your peers is a very general issue. If you understand your competitors clearly, such as how long they have been marketing on Xiaohongshu, how many notes they have invested, and how many competitors they have, by having a general understanding of these three aspects, you will know how to make decisions and how to innovate and surpass your competitors. Generally speaking, the rate of popular articles and traffic exposure are higher than the opponent, surpassing the opponent based on objective conditions.

Based on your own conditions, consider how to do better than them and optimize better in certain aspects.

In general, it is to start from multiple aspects and from an objective perspective.

Q3: High-end ratio is good, but not as good as amateur

A3: This data is not fixed. The data of bloggers in each stage will change with time. So when doing tests, if you think the data of other bloggers is better, you can move part of the delivery to bloggers with better data. For the official, this part of the data means that more traffic is given to paying users. Therefore, the ratio needs to be adjusted after testing.

Q4: How much is the estimated investment for making a trolley case?

A4: You must do research first, mainly starting from three parts: Tmall - competitor research, content differentiation, professional accounts (explosive articles, increasing fans, notes, content), exposure, population penetration, and ROI.

Q5: How to promote a grilled fish shop?

A5: Enterprise account strategy, matrix account strategy, store exploration strategy

Q6: I imitated my peers and wrote 70 notes, but my followers are still not increasing. Should I invest in small French fries?

A6: There is a difference between notes for increasing followers and notes for exposure, and the purpose is very important. If you want to increase the number of followers of a professional account, you must strengthen your identity at the end of each note by focusing on relevance, popular science, and practical information. You must also make a preview of what you will share in the next video.

Q7: Are there any channels for obtaining platform reports specifically for Xiaohongshu?

A7: Operate Uncle's public account, Sister Mulan's community, Xinhong Data's platform, En Stars, Xiaohongshu's business dynamics, Xiaohongshu, Xiaohongshu's potato housekeeper, business potato, potato captain

Q8: How can a company quickly build a brand from the boundary of 0-1 notes?

A8: From the 0-0.5 stage, the 100 notes must be studied to find out whether they accurately reach the target audience, and whether the data explosion article is certain. In addition, we need to understand what the blogger thinks of the product. If someone buys it after the blogger promotes it, we need to get in touch with the consumer. Marketing is important, but the product is 1, marketing is 0, and Xiaohongshu is also 0. These 100 notes are about confirming this certainty.

When you reach the 0.5-1 stage, you should consider the issue of paid traffic. When you want to expand, you should consider whether the previous work has been laid. The next step is to understand the more specific differences between me and my competitors (budget, content, and crowd). Another thing is how determined the boss is about this matter. The greater the determination, the greater the success rate.

The 1-10 stage is the refinement of the delivery. The specific delivery of bloggers, service providers, etc. need to be refined at each stage. 10-100 is an in-depth understanding of the official changes, and each stage has things to accomplish.

Q9: How to reuse popular articles?

A9: There are three points that determine a hot article. For articles with a high hot article rate, the covers, titles, keywords, and contents of the first 500 hot articles are extremely similar. This model will not change. The second is that the final point of the popular articles all falls on the product, and different personalities are given answers based on the questions.

The third is the solution to keywords and pain points, and the explosion rate is relatively high.

Q10: Are the logics of search ads and competitors common with other Baidu ads?

A10: Yes. Regarding search entrances, we used to solve the problem with pictures and texts, but now we use search ads, and the other one is ranked through paid ads. The key points of ranking: Keywords actually have similar commonalities, but the richness of the content is different.

Q11: Ordinary companies want to build a good Xiaohongshu team

A11: First of all, the core personnel must understand the content and have a high sensitivity to the content. If an enterprise does not do a good job in content, it will face the risk of being passed over. If the target group is young people, then they must understand two things: one is related to age, and the other is to understand the content. They must study the content of multiple platforms and have an understanding of the basic group of people. Match the right people to the positions, such as those with good internet sense.

Q12: How to recruit suitable staff for the position and what kind of abilities are needed to be qualified for the position?

A12: Internet sense and research on the crowd can be trained. Another thing is to have a basic sensitivity to data, to see clearly the relationship between data, and to clarify the purpose of the company's products. Content is important, but goals are more important. Therefore, it might be better to recruit people who are bloggers themselves, as bloggers have a clearer understanding of content and groups. Execution and learning abilities also need to be considered.

Q13: How to solve the problem of being hacked, delisted, and removing reviews on Xiaohongshu?

A13: Generally speaking, for objective and truthful mine-clearing and grass-roots posts, it is recommended to contact customer service to help resolve the problem. If you encounter some extreme, unreasonable, or even suspected negative posts from competitors, it is recommended to report the content. If the language is harsh or there are some unprovable accusations, you can report it as unfriendly or a rumor. Use several accounts with different IP addresses to report, and you will generally be successful.

After a successful report, these contents will not necessarily disappear, but their weight will definitely be reduced. At least when others search for brand words, this content will be ranked lower, reducing the impact on the brand.

Q14: What are the official criteria for determining whether something is a commercial activity?

For example, I know two friends who want to be beauty/fashion influencers. They currently have several thousand fans. Recently, they are worried that using brand names in their posts or tags will be considered commercial behavior and will be restricted. However, they are indeed sharing their own posts, and using the names is also to take advantage of the brand’s popularity.

A14: The algorithm is a black box. The company will not tell us how it is calculated. This way, everyone can circumvent it. Real users can do whatever they want and can also file a complaint.

Q15: Bloggers are now not allowed to mention brand names in their Xiaohongshu notes

A15: The government does not recognize unregistered commercial activities. Enterprise accounts can mention their own brand names.

Q16: If I want to post a product link on the Xiaohongshu platform, what conditions must be met?

A16: Since the end of last year, bloggers can no longer post links. You need to open a store and post links in the store first before you can post product links in your notes.

Q17: Does anyone have any resources? How much does it cost for a blogger in Chengdu to check in at a party hall on Xiaohongshu?

A17: You can go to Xiaohongshu to find bloggers, and then go to Dandelion to check the prices. The prices vary depending on the number of fans of each blogger. Soupugongying is a website. You can just search for "Soupugongying" on your computer. It is a blogger cooperation website launched by Xiaohongshu.

Q18: If I just start out with a limited budget and publish 200 amateur notes a month, is a 20% reporting rate enough? Will the keyword of brand + product name be blocked?

A18: It is recommended that you make a few notes first, and then submit one or two reports to see how the data is presented. The purpose is to determine the proportion of reported notes based on the data of the reported notes for this category. Even if the reporting effect of individual categories is very general, first expand the volume, and use French fries to assist in expanding the data of the notes with data. After finding the appropriate content model, continue to expand the volume. In this way, the cost of the launch can be saved in the first stage.

Q19: Do you know how to delete the article that gives us a negative review of a competitor's product?

A19: If the account does not have high-frequency interactive information with your product category and your promotional slogan (that is, a real amateur account), the platform will not deal with it.

Write 20-50 reviews yourself. A quarter of the reviews can be relatively neutral, such as "I've used their product, and it's fine except for the higher price...", "I've bought two bottles of their product, the quantity is a bit small, and it's not very durable, but fortunately it's quite useful. I use it as a substitute for xx", etc. Don't over-praise it, and leave some room for minor flaws.

Another quarter of the comments were meant to hit back, "Now even this kind of product is in a state of internal competition?? I have seen three articles on Xiaohongshu that are exactly the same as this one. The internet trolls don’t even change their articles." In addition, nearly one-third of the comments can be replied to with more daily content, such as "I have seen many sisters post about xx on Xiaohongshu, but I have never used it, so I have no say", "More than a year of experience on Xiaohongshu tells me that the more harshly a product is criticized by the internet trolls, the more you should buy it and try it. You may get a surprise, haha".

The content of each reply comment must be true. One comment costs 0.5-2 yuan. Go to Tieba, Crab Notice or other channels to find real users to comment.

There is another method, which is simple and crude. Find a channel for mutual likes and brushing, give this article 50 to 100 likes, and report this article half an hour later. As long as the same exposure traffic is reported a certain number of times, someone will intervene, so just choose the appropriate type of report, there is no final conclusion. As long as human review is involved, abnormal data will be displayed in the background, and this article will be doomed. (This method is aimed at notes with low browsing conversion and interaction)

ps: Many organizations claim that they can delete negative articles, but then ask for a deposit first. Don’t believe them. What the agency said about handling public opinion was basically false. They also filed complaints but could not delete the articles.

Q20: Is it true that video notes with effects cannot be placed in information flow ads?

A20: You can apply for anything through Dandelion registration and the advertising review (on the premise that you can enter the industry and pass the advertising promotion qualification). Enterprise accounts can also apply for their own notes as long as they pass the advertising qualification. Special categories (such as scar removal and cross-border health products) need to be reported on the whitelist.

Q21: Can I post several articles on Xiaohongshu in one day and delete the ones with poor traffic and keep the ones with good traffic? Or when the data of the same article is not good, should you delete it and then re-post it the next day or after a while? (Brand Number)

A21: You can do this, but it doesn't make much sense. Personal accounts can use French fries to make money. Brand accounts can use information flow to make money.

Q22: What is Xiaohongshu’s spring fan-pampering plan?

A22: It is a brand activity with a high booth fee starting from hundreds of thousands. Currently, the marketing IP is recruiting investors. [Trendy Pet Lifestyle Season] "Heart-Stirring Cars" Technology does not bend

Q23: How long does it take for the order fee from Xiaohongshu to be credited to the blogger’s account?

A23: The 10th of the following month after the order is confirmed

Q24: How many points do the officials give for reporting notes?

A24: Official positioning 10%

Q25: After publishing two reporting notes, how do you determine which note has a higher conversion rate and accurately deliver the information flow?

A25: For the same product, for example, if you are promoting Master Kong beef noodles, would you set the product promotion slogan for one to be "Master Kong spicy beef noodles" and the other to be "Master Kong pickled cabbage beef noodles". If a brand wants to consider more detailed information about store visitors, it can only search in the traffic source based on different product promotion words. At the same time, it can check the comment section of the two notes to see if the reply words are different.

Q26: Is there any time difference between the data from Xiaohongshu’s recommendation notes to Tmall’s search and store entry? Or are we collecting statistics within the same time period?

A26: There is no specific statistical method for this. After all, these are two different platforms and cannot be counted on one side. Moreover, for grass-planting platforms like Xiaohongshu, there is a great continuity of traffic. It is common that when a note is first sent out, the platform uses machine review and retrieval to retrieve keyword information and then deliver it to accounts that the platform has identified as having recently browsed the keyword information, so the early interactions are the most variable.

Later, as the interaction decreases, the exposure of the platform distribution also decreases and the distribution ends. Then the remaining value of this note is that when a user searches for a certain keyword, if this note contains the keyword, there is a probability that it will be "favored" again and return to the user's discovery page. Back to your question, when a visitor enters your store, you have no way of knowing whether the visitor came in because of the exposure given by the platform, or whether the visitor came in because of finding an old note by searching for keywords.

Q27: Is the visitor conversion rate calculated based on the interaction data?

A27: No, it is calculated based on the exposure, pageview conversion rate, and search results.

Q28: Will live streaming, recording or rebroadcasting on Xiaohongshu be restricted by the platform?

A28: If merchants do live streaming on Xiaohongshu, the product is the driving force, and the product determines the so-called "underlying logic of traffic." If the product is awesome and the price is right, spend 15 days tracking 5-10 accounts that match the product’s tone and category, design a budget, and select 1-3 bloggers to collaborate on live streaming and selling the product (don’t blindly spend one day selecting accounts and then making a decision directly!). Remember this sentence: "Good products are the bottom line. Any technology and traffic logic need good products to support them." Add the tracking of good accounts and you'll be done.

Q29: How do you count the number of recommendations in Xiaohongshu?

A29: The number of recommended products in the mall is a statistical data of the number of people who have interacted with the relevant notes (comments, likes, favorites, etc.) in the past 90 days. If the data value is lower than 100, the number of recommended products will not be displayed on the mall side.

Q30: My personal account has been running for 2 months and the data is not good. I am going to redo it. Do I need to cancel the account and register again?

A30: Just post as usual on your personal account. When you post French fries, the system will detect if the image is duplicated, and there will be no other impact.

Q31: Can we tell that purchases from Taobao stores are converted from recommendations from Xiaohongshu? (The company wants to use Xiaohongshu’s conversion rate as a performance indicator)

A31: It depends on the brand and the industry. We usually calculate it like this for our clients: 15 days before and after posting on Xiaohongshu.

1. Look at the growth rate of Taobao/JD.

2. Enter the store using Taobao brand words

3. Xiaohongshu exclusive words (words that are only placed on Xiaohongshu) enter the store. Because Xiaohongshu is a platform that plants grass on the entire network and reaps the rewards, it would be relatively simple to only count the ROI within the site.

Except for a few big brands like L'Oreal and Estee Lauder, they normally cannot link externally, so there is no direct conversion that can be attributed.

But there are generally two more direct methods:

1. Brand word attribution, Xiaohongshu account product exposure, Tmall side business advisor to see the growth rate of brand word search volume (can also be any other buried words)

2. Technical attribution: matching the mobile phone number of the e-commerce transaction user with the mobile phone number of the user who has read the corresponding note on the Red Book (the data is obtained from the mobile operator, and the mobile phone number is encrypted with MD5)

Q32: If it just prompts that the post is banned, does it have nothing to do with the exposure of the posted content?

A32: Yes, it depends on the content of the notes. If the notes do not conform to the community ecology, they will not be recommended by the system.

Q33: What about the second original release?

A33: You can try to repost the popular articles of experts

Q34: If the personal account that was used to send a greeting is banned, will it affect the exposure of the posted content?

A34: I saw the message on the website reminding me to ban the message. If there is still no traffic recommendation, I will write it clearly.

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