The most comprehensive guide to attracting customers to Xiaohongshu

In the Internet community in 2019, while self-media and Internet celebrities are becoming more and more favored by capital, the platforms that carry these Internet celebrities and self-media are also becoming very popular, and bringing goods is a key word that cannot be avoided in the platform's traffic monetization. Among them, no one can deny the presence of Xiaohongshu, which has grown into the world's largest community e-commerce platform in less than 5 years since its launch. Official data shows that the total number of Xiaohongshu users has exceeded 250 million, and community notes are exposed more than 3 billion times per day.

The current main users are young female white-collar workers or students in first- and second-tier cities. From traditional commerce to the current Internet industry, women are recognized as trend leaders. Their nature of loving "wandering" and shopping, coupled with the economic conditions brought by corresponding income, gives them higher consumption power. While having strong purchasing power, they also have a high ability to identify products. However, they are not very sensitive to prices and are generally willing to pay. Therefore, the users of Xiaohongshu can be said to be an efficient combination of economic strength and consumption willingness.

Image source: Analysys Data [1]

With such high-quality paying users, the platform has inevitably become a high ground for businesses to seize traffic. However, in July 2019, Xiaohongshu was removed from major app markets due to illegal notes, cheating notes, and pornographic content, causing huge damage to some businesses and KOLs. [2] During the period of removal and rectification, Xiaohongshu officially strengthened its management and review. Many KOLs and merchants were classified as “advertisers” by the platform and were directly restricted from using the platform. In serious cases, their accounts were even blocked. Of course, as traffic decreased, advertisers also began to reduce their budgets, and some advertisers suspended advertising on Xiaohongshu due to its removal from the shelves.

After two months of rectification and cleansing, Xiaohongshu's review process has increased supervision and supervision, which has also indirectly increased the difficulty of placing advertisements on Xiaohongshu.

1. Open a store directly on Xiaohongshu

2. Become a brand partner and cooperate with the official MCN agency

3. Create an amateur account

To put it bluntly, it is to use personal characters to soft-implant the brand. Although Xiaohongshu has also tightened its policy in this regard, this method is the most cost-effective method for merchants. At the same time, it is also the most skillful method. In this method, Xiaohongshu's operation must be more refined based on the previous basis and according to the platform rules. Only in this way can it continue to gain traffic now when traffic is shrinking.

Next, Qizhangzhang will start from the whole process of fine-tuning the operation of Xiaohongshu account and teach you step by step how to create a popular account from scratch to help the growth of your enterprise.

1. Positioning:

1.1 Determine the direction

Due to the typicality of Xiaohongshu's user group, community discussions are more focused on women's topics such as fashion, beauty, food, and emotions. Later, Xiaohongshu continued to expand its scope. As of now, there are also a lot of content such as movies and reading, while discussions on topics such as military and outdoor are relatively unpopular. In summary, not all types of topics are suitable for development on Xiaohongshu.

1.2 Specific positioning

Once you’ve determined your direction, don’t change it frequently; always publish high-quality original content with the same positioning. If you want to make good use of Xiaohongshu's traffic, don't treat Xiaohongshu as your circle of friends . Frequently change the areas of content release. For example, talk about beauty today, write about work tomorrow, and become micro-business the day after tomorrow. This cannot be clearly positioned by the system, which means that your content is less likely to be exposed. Therefore, you 'd better focus on a certain area. Of course, some areas with high correlation strength are also acceptable , such as food and travel, beauty and fashion, etc.

In this way, as long as one of them goes viral, one of your accounts will be promoted.

2. Three-dimensional packaging account

2.1 Avatar and nickname - in line with audience positioning

For example, the name of this author is very good, and you can easily understand his positioning - travel. At the same time, he used photos of himself taken during travel as his avatar, which is also in line with this positioning.

2.2 Name - Same name across the Internet

Write the four words "same name on the entire network" in your introduction, so that on other platforms, fans will know that they can find you by searching for this name.

2.3 Introduction

Always emphasize your position wherever possible.

p.s. Don’t put any advertisements in your personal profile , otherwise the system will identify it as a violation of community norms and your exposure will be restricted or even blocked.

pps Xiaohongshu does not allow you to leave WeChat ID and public account information , even if you use homophones. You can only leave your email address, so we must leave our email address.

3. Account maintenance

After registering an account, don’t rush to publish content, and don’t recommend products right away. Otherwise, it will be easy for the platform to think you are a marketing account, and you won’t get recommendations, and you won’t get traffic. It is still necessary to simulate the usage scenarios of real users, maintain the account first for about two weeks, and then start publishing notes.

What are the key actions during this period? It is recommended that you log in to your account every day, check the notes that match your own positioning, and then like, comment, and collect other people's notes appropriately.

4. Create notes

Xiaohongshu is based on a content platform, so it pays special attention to the quality of content, and its recommendation mechanism is also based on content. If a note receives a large number of likes, collections, and comments within 24 hours of being sent, the system will default the content to a high-quality note, thereby giving users more exposure. This is Xiaohongshu's recommendation mechanism. [4]

After a lot of testing, we found that the first piece of content on Xiaohongshu has a large exposure. This is also a small benefit from the official for new users. Therefore, when producing the first piece of content, you must be careful. This does not mean that only the first one is important. After all, users will not only read your first one, so ensuring the high quality of each note can ensure long-term success.

After understanding the rules of the game, let's explain how to publish notes one by one.

4.1 Tags

Tags are a major feature of Xiaohongshu. Users search based on tags, and the platform also pushes content based on tags, so the first step is to choose the right tags! Generally speaking, a note on Xiaohongshu can have up to 10 tags. As for what specific tags to use, you can first search for related notes, filter popular tags, and give priority to accuracy + large traffic, which can increase the exposure of the topic.

4.2 Form

Currently, Xiaohongshu has two main content formats: video and text. Text is more suitable for collection and summary or conclusion, while video is more situational and suitable for tutorials, sharing daily life, etc.

4.4 Cover Image

The cover visually determines to a large extent whether users will open your notes after seeing your push on the homepage, so it is really important to look good! Secondly, a 3:4 ratio will be more visually suitable for dissemination than a 1:1 image. There are generally several ways to spread a good cover image:

a) Jigsaw Mode

4.5 Content

Key point: originality . The originality of your notes is very important. Both text and pictures must be original. Even if you save someone else's picture and then repost it, it means that the picture is not your original work. If you copy other people's text and it is detected, your traffic will be restricted or your rights will be downgraded, or even your account will be blocked.

The length of the note should not be too long, and should be within 300-600 words.

The paragraph layout should be clear. It is recommended that each paragraph should not exceed 4 lines, and paragraphs should be separated by a symbol.

Add appropriate modal particles or modal symbols, emoji expressions, etc. to make it lively and eye-catching.

At the end, remember to guide readers to like + collect + comment.

The key to weakening marketing is to do a good job in "life sharing", "experience sharing" and "knowledge sharing" , that is, to write original and high-quality content. In the form of sharing, for example, "How to get white again after being tanned in summer" and "This is how to apply facial mask effectively", etc., to arouse the common consciousness of users. The more real your sharing is, the more people will like it. You can share different things every day and recommend your own products in between.

4.6 Release Time

After preparing the content, choosing the right time to publish it can greatly increase your exposure! The general principle is to be guided by the audience and the type of notes. For example, if you are positioned as a travel blogger and want to publish a guide to good places for weekend outings, the type is weekend outings, and the audience can be positioned as office workers. Then, based on the audience and time habits, you can choose to send it between 5 and 6 p.m. on Thursday and Friday, because Thursday and Friday nights are generally the prime time for users to plan their weekend schedule. Submit for review half an hour in advance and Xiaohongshu can push it during prime time.

Of course, this time is not fixed and requires several more tests . For example, if the post is released between 5-6 o'clock, record the data about 1 hour after the release. The next time the post is released, change the time to 7-9 o'clock and record the data about 1 hour after the release . Repeat the test 2-3 times, and we can draw a relatively accurate time conclusion.

Secondly, it is best to keep your notes updated frequently. Taking notes 1-2 times a day will allow the platform to better position you and also make your users sticky.

4.7 Comments section

The comment area is an invisible entrance for converting users. Tell everyone directly in the comment section, and if you want to know more, you can send you a private message . When someone sends you a private message, you cannot reply too quickly. There should be some interval, and you cannot send the contact information directly. You should convey it in a tactful way for further communication.

Another point is to reply to readers' comments and private messages as much as possible, which will help increase the weight of your account.

4.8 Increasing Likes and Followers

If you are using Xiaohongshu to receive orders from merchants, then you probably have to brush it. But if you want to maintain your account, then you should never increase your followers. After all, the platform is becoming more and more strict, and we don’t want to lose the big picture for the small. The following methods are relatively safe:

a) Join some business mutual following groups;

b) Simulate a real account and interact more with the platform.

Easter Egg: Pitfalls You Should Avoid

After summarizing so many tips for making notes, Feixiang will also tell you some pitfalls that you should avoid , otherwise if you touch the restricted areas, all your efforts will be in vain.

1. Avoid sensitive words : Never post content that violates the law, such as obvious advertisements, content that implies something, content involving copyright, etc. These are all red lines, don't touch them!

2. It is best not to modify or edit the article after it is published, as this will affect the recommendation!

3. Don’t leave any contact information in the Xiaohongshu notes , so how can you convert users? Please go back and re-read this article;

4. You cannot post pictures containing watermarks from other platforms . This needs no explanation.

5. Don’t brush the data , this road has been blocked!

Quote:

[1] Analysys International. Little Red Book: A Little Red Book for Cross-Border Shopping

[2] Xinhua News Agency. “Is the Changing Little Red Book Going to Become a Fatal Issue?” 》

[3] Sina Education. “What happened to the institutions and influencers behind Xiaohongshu’s restoration of listing?” 》

[4] Qinggua Media. “Xiaohongshu’s Note Ranking and Weighting Algorithm! 》

Author: Chen Dahao