Xiaohongshu Professional Account Operation Guide | Brand Private Domain Strategy

On August 2, Xiaohongshu launched major new regulations, and more private professional accounts became the marketing focus of the Xiaohongshu brand in the new era. By visiting Perfect Diary’s private domain community, we have summarized some practical private domain skills suitable for professional account operations for your reference.

This issue mainly analyzes Perfect Diary’s classic strategies of retention, conversion, and repurchase in its private domain community, and discusses some private domain strategies that can be used as reference in the operation of Xiaohongshu’s professional accounts .

01 Strong interactivity, penetrating the mind layer by layer

Colloquial expression, from single demand to full-scenario demand

Perfect Diary’s private community “active users” play the role of key opinion consumers.

Xiao Wanzi announced the products for the next day's event one day in advance, and created a sense of tension by using phrases such as "limited stock" to guide users to add to their shopping cart. At the same time, it emphasizes that the gifts are "limited in quantity and on a first-come, first-served basis" to further attract users' interest and desire to place orders.

Soon after, some “active users” began posting screenshots of their orders and started discussing the benefits of black sesame. First, user 1 raised the question, then user 2 expressed it in colloquial language, "...it smells very good", and then highly summarized the selling point "it satisfies your cravings and is good for your health", and then used one sentence to introduce a new demand scenario - hair loss due to staying up late.

Xiao Wanzi is mainly responsible for product launches and event introductions, and for endorsing the events. The content expressed by "active users" as users is the key to truly bringing out the product's selling points. Compared with Xiao Wanzi's official image, users are less defensive in their interactions and are more likely to resonate with the brand.

What needs to be noted here is to avoid simply pasting data and piling up professional terms to explain the product selling points. Instead, you have to speak in human language. On the one hand, it is more in line with the persona of an "active user". On the other hand, content that users can understand at a glance without having to think is more likely to be popular. Therefore, when facing consumers directly, try to use more colloquial expressions and express the selling points of your products from the user's perspective.

At the same time, Xiao Wanzi will not throw out all the selling points at the beginning, but will first plant the selling points that can best capture users. “Satisfying cravings and maintaining health” Logically speaking, maintaining health is the core selling point, while satisfying cravings is just a by-product. But in actual practice, there is a lot of promotion of content to satisfy the cravings of "active users". It is undoubtedly easier to promote products by satisfying your cravings. Once users are willing to satisfy their cravings, the threshold for promoting health-preserving products will be lowered.

Picture｜Qiangua-Popular Notes

Perfect Diary Business Notes: "Perfect Diary's new color of stilettos, whoever wears it will be a reflector on the earth! 》: There are 4 colors, ranging from gentle and sweet spring scenes, to powerful and whitening, to energetic girl and lady style, and each new color promotes a feature.

From a product perspective, the new products themselves need to be differentiated.

From a marketing perspective, brand (KOL) promotion can appropriately amplify a product’s advantageous features. In the early stage, focus on planting one or two selling points to occupy the user's mind first. Especially when sharing multiple SKUs of new products, we must focus on core needs and quickly form public awareness through one advantage point and one scenario.

The user question-and-answer format is a very natural and effective way to introduce selling points. This is a strategy commonly used by Perfect Diary’s private domain community. The user first expresses surprise at the price of the product, which then leads to the selling point of preferential price.

Of course, at this time, it is impossible for ordinary users to follow the script completely, so "active users" should not only answer users' questions, but also actively put forward the core selling points of "Job's tears removes dampness and reduces edema, and black sesame pills nourish hair."

By the way, I would like to add that you can “eat it as a snack in the office”, which thoughtfully considers the issue of where to eat it for users.

Xiao Wanzi mostly appears after the interaction between "active users" and ordinary users ends. Send product screenshots and mini-program jumps to help users learn more about the product. They also responded to users' questions as the brand's official spokesperson, reiterated selling points and precautions, and created a sense of tension with "limited-time offers" to stimulate users' impulse purchases.

Relatively speaking, Xiao Wanzi mainly plays the role of an official with a rational image. "Active users" start from user experience, interact with other users, and subtly penetrate the users' minds through a common identity (all are users).

Picture｜Qiangua-Popular Notes

The purpose of promoting product selling points in layers is to meet the diverse needs of users. Perfect Diary Business Notes "The perfect combination of peach and rose! ! "It Almost Made Me Faint" describes everything from the color, style, texture, feel, packaging, and even the experience of holding it in your hand. This note has only been read one-third of the other two, but it has the most likes, especially collections and shares, which are nearly 500. Basically, one out of every 10 people chooses to collect or share it.

Most users like to enjoy better service/experience at the same price. For products that have a certain degree of public awareness, if you want to impress target users, you need to explore more needs. On the one hand, more potential target groups can be tapped through other advantages (new scenarios).

On the other hand, users are easily impressed by a prominent feature such as appearance or style, but that does not mean they give up the pursuit of other attributes. Products that are "one specialty and multiple functions" or even "multiple specialties and multiple functions" are more likely to open users' wallets.

02 Popularize knowledge and establish a professional image

Output general content to exquisite content that hits the user's pain points

Popular science content is also one of Xiao Wanzi’s main content outputs. It can not only bring out new consumer demands, but also increase users' consumption desire and conversion. It can also establish Xiao Wanzi's professional image and increase user trust.

However, users obviously don’t like to read relatively boring science content every day. Therefore, Xiao Wanzi does not push information every day. More often, it uses users' questions to provide popular science information, rather than constantly emphasizing and repeating it like other single selling points.

This is also a common user habit in content communities such as Xiaohongshu. Users do not like simply boring popular science, and are more accustomed to getting answers directly through the comment section or by leaving messages to ask questions.

Figure｜Qiangua-Note Analysis

This popular science note published by the Perfect Diary brand account is "Wow👀‼ ️It turns out that Perfect Diary has so many secrets…”, in just one week, the number of interactions (the sum of likes, favorites, and comments) exceeded 70,000, with excellent results. Moreover, the Qiangua Notes data growth trend chart shows that the total growth trend is 45°. Generally, the long-tail traffic of high-quality notes on Xiaohongshu is generally around 30 days. This 47-second interesting science video note can bring good continuous exposure to Perfect Diary.

At the same time, Perfect Diary also pays great attention to adding detailed text descriptions to video notes. This not only attracts users' desire to watch, but also helps the notebook itself to be included in the Xiaohongshu platform and other search engines.

Video notes + detailed text introduction can not only obtain traffic support for short videos, but also meet the multi-scenario reading needs in the form of pictures and texts.

Not only the notes themselves, but also the comment marketing of notes is the key to improving user retention and conversion. In addition to actively guiding users to leave messages and highly summarizing the product's selling points, Perfect Diary also popularized the non-stick tube feature of Red Velvet Lip Glaze.

Of course, in addition to positive and neutral comments, there will also be relatively negative comments in the comment section. When it comes to comments on specific issues, simply avoiding and covering up the issue is obviously unpopular. The correct approach is to solve problems that can be handled, and to take a positive and serious attitude towards those that cannot be solved immediately.

Perfect Diary’s “immediate feedback” response not only soothed the user’s emotions, but the 97 likes also showed the user’s recognition and affirmation of Perfect Diary’s attitude.

Figure｜Qiangua-Note Analysis

In order to avoid negative comments taking the forefront, Perfect Diary also attaches great importance to the maintenance of the comment area. Guide positive comments to strengthen the grass-planting effect and reduce the negative impact of negative comments. The top 10 hot words in the comments of this note are mostly related to the products in the video, such as lip glaze, business card lip glaze, wild boar (piggy plate), loose powder, tube mouth, etc., among which the brand word Perfect Diary ranks TOP3. There is no obvious negative word cloud in the comment word cloud.

After Xiaohongshu’s new regulations in August, professional accounts with corporate qualifications have further become the brand’s private traffic pool, while the operation of professional accounts with personal qualifications (personal authoritative qualifications) has become more refined and IP-based. The maintenance of the comment section of professional accounts needs to be taken seriously.

Perfect Diary’s private domain operation strategy is also very suitable for the comment marketing of Xiaohongshu’s professional accounts. Introducing selling points through the “active user” question-and-answer format and then throwing out new selling points should become the subconscious of every professional account operator.

03 Professional accounts attract new users and retain users in private domains

B2K2C mode → BC direct connection

We discovered an important piece of information. Even in Perfect Diary's deep private community, users cannot do without the reference of the Xiaohongshu platform before making consumption decisions.

When users want to know the specific fragrance and the actual feeling of whether it is greasy, many of them will use Xiaohongshu notes to further resolve their doubts.

This can be either the behavioral habits of real users or "active users" seeking more bloggers to endorse the product. All of this shows that the Xiaohongshu platform has a great influence on users' consumption decisions.

Picture｜Xiaohongshu

This is the decision moment for Xiaohongshu. Most Xiaohongshu users, whether they learn about their favorite products on Xiaohongshu or other channels, will return to Xiaohongshu to search for related notes to assist in their consumption decisions. Xiaohongshu platform has become an important reference for users before purchasing.

Based on Xiaohongshu's strong grass-planting attribute, Xiaohongshu's account and store were launched in August, with accounts and stores strongly bound together, and professional accounts of brand merchants are encouraged to influence users' consumption decisions through strong consumer content. This brings new opportunities and challenges to Xiaohongshu brand merchants.

On the one hand, users can directly access the merchant account homepage by clicking the @merchant tag in the note, which can improve the interaction efficiency between users and merchants;

On the other hand, merchants who have opened stores can directly add product tags in their notes. Users can click on the tags to go directly to the product details page, thereby improving user conversion efficiency.

The BC direct connection mode of professional accounts is actually an upgraded iteration of the B2K2C mode.

Under the new model, the transaction link is greatly shortened, and the @merchant tag can directly jump to the merchant account homepage. KOL/KOC becomes the carrier of user traffic transition in this process, which effectively improves the long-tail traffic brought by KOL marketing. It will further accumulate into private domain traffic for brand merchants, which is a major benefit especially for small and medium-sized brand merchants.

Picture｜Xiaohongshu

Xiaohongshu’s grass-planting logic still applies to AISAS marketing theory. That is, the complete practice from Attention to Interest, Search, Action, and Share, and then realize the brand's planting, decision-making, and pulling out on Xiaohongshu.

Professional accounts can better retain public domain traffic. This ready-made private traffic pool is undoubtedly a good alternative for small and medium-sized brands to build their own private domain. For big brands, it is also a supplement to the existing private domain system.

So what is the biggest difference from the past?

In addition to more private traffic retention, the importance of platform content is placed first. In particular, the importance of the content on the homepage of brand merchants’ professional accounts has been enhanced. Of course, this does not mean that the KOL model alone is instantly useless. But as public domain traffic becomes increasingly expensive, the cost of simply deploying KOLs will continue to increase.

Figure｜Qiangua-Expert Details

The model of KOL marketing + high-quality content on professional account homepage can continuously obtain higher traffic at a lower cost. As a veteran player of Xiaohongshu, Perfect Diary’s brand account has been updating notes daily since a long time ago. Qiangua shows: Perfect Diary has updated 30 notes in the past 30 days, with an average of 3241 likes. Such high-quality and high-frequency homepage content can undoubtedly attract and retain more public domain traffic to the private domain pool.

Brand accounts with poor quality homepage notes or even no notes will inevitably have lower conversion rates than "diligent" brand accounts like Perfect Diary, and it will be more difficult to retain users.

Under the new model, many brands are once again on the same starting line in terms of account homepage content. Brands that can take the lead at this time will undoubtedly be able to better obtain the traffic dividend of Xiaohongshu's integrated transformation into a store.

04 Conclusion

Perfect Diary’s success is not only the result of KOL marketing and private domain operations, but also the result of the combined effect of multiple factors. But there is no doubt that Perfect Diary’s private community operation strategy is worth our reference and learning.

Especially in the more private era of Xiaohongshu professional accounts, learning from Perfect Diary's private domain strategy can give professional accounts with corporate qualifications a higher starting point and help professional accounts with personal qualifications develop in depth. The following are some points to note when marketing professional accounts:

• Use more colloquial expressions and express the selling points of your product from the user's perspective.
• Through interesting and informative popular science content, we can stimulate user consumption needs while establishing a professional image and improving user stickiness.
• Marketing that solves user needs is the key to impressing users. Products that lack public awareness will initially focus on cultivating mindsets based on one or two core demands, while products with sufficient public awareness will need to explore more demand scenarios.
• Review marketing uses question-and-answer format to introduce selling points, and further lays the foundation for other selling points when answering questions; and pays attention to public opinion monitoring and public relations of negative reviews.
• KOL marketing + high-quality brand merchant professional account homepage content complement each other and can effectively improve private domain retention and conversion.