5,000 words to explain Xiaohongshu’s popular areas and monetization models!

In just 3 months, with less than 500 fans on Xiaohongshu, the account achieved the goal of 50,000 monthly turnover by relying on content operations.

Of course, this account’s track is relatively niche and vertical, mainly directing online traffic to offline consumption through personalized account positioning on Xiaohongshu + high-quality content output + account matrix + keyword placement.

From November 2020 to January 2021, an account published 60 pieces of content a month, spending 1-1.5 hours a day, and was able to easily monetize successfully.

The underlying logic of this account model is actually simple. I have said in many places that in the Internet age, it is very simple to master the code to wealth. Where there is traffic, there is profit to be made.

As a large-scale "social seeding" app with high traffic, Xiaohongshu is undoubtedly the platform that is closest to money, has the fastest monetization ability, and is the most friendly to newbies for ordinary people.

There are many ways to make profits and realize profits on Xiaohongshu, and I will break them down into several articles. Today, Huanshan will take you to start understanding the common popular areas and monetization models of the Xiaohongshu platform.

I hope everyone will read it carefully and then take action~ First go to the general directory

1. Why is Xiaohongshu recommended?

Why do we still recommend everyone to use Xiaohongshu in 2021? The reasons are as follows

First, the user base is large. Compared with other self-media with rampant marketing, falsified data, difficulty in monetization, and a sinking user base, Xiaohongshu is still in a blue ocean area.

According to data, Xiaohongshu has 100 million registered users with monthly active users, with over 450 million users under 30 years old accounting for about 70% of the emerging consumer generation, and female users accounting for over 80%. The age group is mainly concentrated between 18 and 34 years old, and more than half of the users are from first- and second-tier cities.

Second, strong consumer demand

The "Insight Report on the Rise of Domestic Products" released by QuestMobile in 2020 shows that among the four major mainstream social platforms in China, Weibo, Douyin, Kuaishou, and Xiaohongshu, Xiaohongshu ranks among the top with a high sales conversion rate of 21.4%.

Due to its community attributes, Xiaohongshu serves as a lifestyle platform and a portal for consumption decision-making for young people, which naturally brings people closer to each other.

For example, people browse Douyin for fun and to kill time, so the conversion rate is relatively low. However, people browse Xiaohongshu more because they are inspired by other people’s real sharing and reviews, which promotes transaction conversion.

The third, and most important point to share today, is that Xiaohongshu has strong monetization capabilities.

Xiaohongshu is friendly to new bloggers. As long as the content is good, the recommended exposure will be large, and even if there are only dozens of fans, it is possible to monetize. It is very suitable for young people to "win without effort" after get off work. They can seize the opportunity of Xiaohongshu's side job from 0 to 1 and get their first income from their side job.

2. Xiaohongshu account types

All platform accounts require you to have a clear positioning. The clearer the account positioning and the more vertical the field, the more accurate the fans will be, and the easier it will be to monetize the business. They determine the traffic activation mechanism of your notes.

Currently, the account types available on Xiaohongshu are:

Cosmetics, skin care, personal care, maternal and child care, home furnishing, travel and accommodation, fashion, sports and fitness, food, cars, education, travel, technology and digital, animation, pets, hobbies, emotions, marriage, weight loss, photography, health, sports events and other fields.

At present, the categories that are most likely to receive commercial cooperation are: beauty, home furnishing, maternal and child care, clothing, and store exploration. Today, I will talk in detail about the production forms and monetization models of the three popular fields of beauty, home furnishing, and maternal and child care. You can also develop in these directions~

3. Xiaohongshu’s regular monetization model

On the Xiaohongshu platform, there are mainly two forms, one is the official form and the other is the unofficial form. The official form is that after the number of fans reaches a certain level, official channels are used to connect with merchants for promotion to realize account monetization.

Another way is to monetize traffic. Bloggers can attract traffic and build private traffic by themselves, like my friend, who can divert traffic from online to offline to promote traffic conversion and complete transactions.

Official channels

1. Brand Partner

To be officially allowed and have the promotion qualification certified by Xiaohongshu, two conditions must be met: one is personal certification, and the second is that the number of fans is greater than or equal to 5,000. If a non-brand partner publishes promotional notes, he or she may be put in a small dark room.

2. Xiaohongshu MCN Agency

The relationship between amateurs signing contracts and companies is similar to that between artists and economic companies.

3. Cooperate with brands (advertise)

You can also upload your own promotional quotes on websites such as ifans. This type of brand quote is given by bloggers based on their account fans, popularity, traffic and positioning.

Unofficial channels

1. Traffic generation and monetization (official accounts, WeChat merchants, selling goods, Taobao)

Pay attention to the drainage mode, illegal notes will be restricted

2. Various PR announcement exchange groups

3. Crab Notice

It is considered to be the platform with the most exchanges. Advertisers PR post recruitment advertisements on the platform, and bloggers screen suitable orders and sign up, but the price is extremely low.

4. Conventional gameplay in three popular fields of Xiaohongshu

Beauty

Beauty is one of Xiaohongshu's advantageous categories, and top and mid-level bloggers have already entered the market. Now the beauty market is already very saturated, and the competition for beauty content is too fierce and homogeneity is too serious. If you don't have a distinct personal style or can't provide valuable and useful content, it is difficult to stand out.

Let's take a look at the content format of the notes of Xiaohongshu's excellent beauty accounts. According to the content format of the notes, they are divided into three categories: tutorials, grass-planting guides, and reviews.

① Tutorials and strategies

They mainly share conventional makeup, such as European and American makeup, Japanese makeup, imitation makeup, and cos makeup. This type of blogger generally has a big imagination, professional makeup skills, and is a technical blogger. Of course, there are also bloggers who lack technical skills but make up for it with their good looks, and can attract a lot of fans just by their looks.

Take eye makeup as an example in terms of note-taking. There are "fox eyes", "cream pumpkin eye makeup", "cat eyes", etc. There are too many people writing about it. Even if the content of your notes is good, it is possible that it will be drowned out. The most obvious way is to narrow the scope of the notes.

Narrow it down to specific groups such as eye shadow tutorials for newbies, people who do daily eye makeup, and it can also be narrowed down to scenes.

For example, office eye makeup, pure desire eye makeup for meeting boyfriend, bestie outfit for meeting besties, and narrowing it down to seasons, such as spring matcha green makeup, summer tipsy eye makeup, etc. The more it can hit the pain points of a certain type of user, the higher the probability of being seen.

②Evaluation

Review bloggers require high financial resources, but have the strongest monetization ability and are the closest to money. They need to write practical things and can analyze products based on ingredients, packaging, and personal experience. They have certain requirements for photography skills and article layout. Evaluation bloggers are divided into expert evaluation, chemical science evaluation and experience evaluation.

Expert evaluations, such as Dad's evaluation, are supported by a large amount of real and reliable experimental data, and are highly reliable; Chemical Engineering evaluations are more about ingredient bloggers, starting from dosage and testing methods;

Experience reviews are mainly based on summaries of personal experiences. Most bloggers on Xiaohongshu follow this route. Their logic is not very rigorous, but they are real and have a certain fan base.

③ Grass Planting

Grass-planting guides have always been a popular area on Xiaohongshu. In the early stage, they were mainly composed of pictures and texts, and most of them were collections and comparisons. They followed an underlying logic: you can only make money when you help users save money. For example, affordable beauty stores and affordable concealer content are likely to be popular in notes.

Grass-planting products require constant purchase of new products and updating of the grass-planting knowledge base. There are certain requirements for product selection. Making videos requires clear language expression, the ability to sell in a persuasive manner, and requirements for photography skills and article layout.

Total price of beauty products

Compared with graphic notes, the form of real-life short videos can better establish the blogger's own personality charm and product characteristics, and has stronger fan stickiness and purchasing power, and is relatively more expensive.

For example, if one has 10,000 followers, a real-life blogger can expect to earn 300-1,000 yuan; while a graphic note with no fixed content style is relatively more watered down, and with 10,000 followers, a maximum of 100-200 yuan can be posted.

Of course, it is also related to the form of content production, fan data, content verticality, note content and other factors. If it is a high-quality kol who often publishes popular articles, he or she will have a certain premium right.

Maternal and Child

In order to cope with the aging population, the country has opened up the three-child policy, and the annual growth rate of the newborn population has been above 10%. The domestic maternal and infant market demand has also ushered in a golden period of development. The growth rate of the traffic of maternal and infant related notes on Xiaohongshu has also entered a period of rapid growth.

Maternal and child care has become one of the projects on Xiaohongshu that is easiest to receive commercial cooperation and has the most commercial potential, with strong monetization potential.

However, mother and baby is a super large category. From the perspective of professional division: it can be shared from the perspectives of pregnancy preparation, pregnancy, parenting, early childhood education, education, etc.; in terms of content form, it can be shared from pictures, short videos, and comics. It is recommended to start with subdivided fields in the early stage to avoid running out of content in the early stage. You can start with the five major mother and baby account bloggers I share below:

① Early childhood education blogger

The importance of early education is increasingly understood by parents, and they start to "push their children forward" from an early age. No one wants their children to lose at the starting line, and a large market share is a rigid demand.

Content format: Picture book intensive reading, English early childhood education, real-person reading

Monetization forms: group purchase of picture books, knowledge payment, soft article implantation

②Hot mom blogger (postpartum recovery + dressing)

A mother should be herself first, and then a mother. She should focus on herself and record her growth after pregnancy, including postpartum recovery + dressing + career, and use her own personality charm and temperament as a mother to influence her fans.

Content format: short video or vlog format, graphic and text format is not popular

Monetization method: Personal branding and soft content placement

③Good seed blogger

It is used to recommend good products and review them for babies. It requires the mother's ability to select products and take pictures. Especially when taking photos of children abroad, it tests the photography professionalism, color tone, light and shadow, and composition theme.

Content format: picture and text collection, video format

Monetization method: soft article placement + shopping guide, and personal branding in the later stage

④Professional science blogger

Compared with the other three types, this type of blogger has stricter professional requirements. It is best to have a background as a nutritionist or childcare specialist to be more established. The content should be more logical, objective and evidence-based. The blogger should focus on the content, answer fans' questions and share useful information.

Content format: picture and text collection or short video

Monetization methods: knowledge payment, soft-text implantation and group buying.

⑤Lifestyle blogger

For lifestyle bloggers, they can focus on interacting with cute babies in the early stages, including recording life with the baby, broadcasting complementary food, baby photography, and baby growth, and using pictures and texts to test their shooting skills.

Content format: picture and text collection or short video

Monetization method: mainly soft article implantation

Overall monetization standards in the maternal and infant field

The maternal and infant field is more special than other fields, but there are basic classification standards. The commonly accepted quotation methods among maternal and infant bloggers have the following standards. The overall quotation formula is as follows:

The fan base line + a combination of several coefficients (including the number of interactions + the ROI or effect that can be directly produced)

Number of fans: 10 fans equals 1 yuan. If you have 100,000 fans, you can set the quotation baseline to 10,000 yuan.

Social background: being an industry expert and having endorsement can add 10% each

Vertical field: Only vertical maternal and child care, not as broad as other types of life, can add another 10%

Home

After maternal and child bloggers, the fastest monetization area should be home furnishings. After all, everyone has the need to buy a house, renovate it, or rent a house, and decorate it. KOC has become the mainstream choice for advertising in the home furnishing category, and it is also a popular area on Xiaohongshu. But compared to advertising in the home category, the commission is higher and the money comes faster.

The content creation line of defense for home bloggers: Based on the existing pain points and current problems in the home (such as how to make a small space appear larger and how to use one item in multiple ways), provide solutions and recommend good products to help users save time and money.

The classification of Xiaohongshu home bloggers can start with these three positionings in terms of content.

①Lifestyle + Home (closest to money)

You can show your lifestyle VLOG, including getting up early to study, morning skin care, reading and work, and household items. The expression is positive and full of positive energy, which is what everyone yearns for but cannot do. In terms of skills required, you need to learn still life photography, video shooting, script writing and editing.

Content format: pictures or VLOG

Monetization direction: skin care products, household products

② Bloggers of this type of decoration pictures can start by sharing decoration cases in the early stage. They need to have a unified color tone and style, but sharing other people’s cases is non-original content, has poor fan stickiness and is easily restricted. In the later stage, it is recommended to create original content as it is more suitable for long-term development. This type of blogger only needs basic aesthetic ability.

Content format: mainly pictures, which can be taken by yourself or from the Internet

Monetization method: Home Furnishings

③Transformation and sharing of good things

There is a lot of traffic on Xiaohongshu, such as renovating rental houses, old kitchens and dormitories. You can also be a rental blogger, fill the room with soft furnishings, and share storage and soft furnishings experience. You are required to have product selection ability and copywriting planning and writing ability.

Content format: pictures or videos

Monetization method: Cooperation with Taobao, Pinduoduo, and JD.com

Total monetization standards in the home furnishing sector

In the early stage, replacement is mainly the main focus, and in the middle and late stages, replacement + fees can be used. Generally, the price of a home blogger's video collection is the number of your fans divided by 10 and then divided by 3. For example, if you have 20,000 fans, then your video collection will be about 20,000 divided by 10 divided by 3, which is between 600-700.

If it is a customized video, the price will be twice as much, which is 1200-1400.

at last:

Whether it is beauty, maternal and child care, or home furnishings, all three are in a red ocean situation and the competition is quite fierce.

It is not easy to stand out from the countless accounts. The key is to manage your own content well. Take the beauty field as an example. How can creators diversify their products and create differentiation to avoid homogeneity is the key to creation.

How can maternal and infant products link word-of-mouth with word-of-mouth, and how can they establish and deliver a real experience; how can home furnishings form their own style and individual expression through sharing good things, thereby enhancing the sense of happiness in life, are all the difficulties and key points of their creation.

Of course, when creating notes, don’t just be self-satisfied and don’t forget to include content of practical value. Whether it’s your pictures, texts, or videos, they are all a form of “bringing value to others.”

Only when your content is truly valuable will users trust you.

Only when users' desire to buy is stimulated will they be attracted and continue to pay attention to you.

Only by creating value and sharing value can we gain value

Source: Lu Songsong's blog