Xiaohongshu advertising: analyzing competing notes!

In today's era of refined operations and serious internal competition, international brands have occupied the vast majority of the domestic beauty market with their strong capital and experience. Brands such as Estee Lauder, L'Oreal, and YSL have dominated the Xiaohongshu brand commercial investment list for many years. Through data analysis, we can disassemble the competitor's product placement notes, extract the essence and remove the dross, so as to obtain more traffic exposure in Xiaohongshu placement .

01 List of competitor notes data

Through Qiangua Data Brand Analysis, you can quickly understand the popularity of competing brands on Xiaohongshu and gain real-time insights into the dynamics of brand business cooperation.

In order to make it more convenient for brand users to use and conduct competitive product research, Qiangua Data has updated its brand analysis and added a data switching function in the brand data overview, which is divided into two sections: [Grass Planting Data] and [Commercial Delivery]. Users can switch to view the brand's delivery data on Xiaohongshu at any time.

[Grass-planting data] refers to the data performance of notes containing brand keywords or product links in the content published on Xiaohongshu in the past 30 days (including notes that actively promote the brand and passively mention the brand name); [Commercial placement] refers to the data performance of brand-related commercial notes in the past 30 days, such as the interaction volume of commercial notes and the number of brand bidding keywords.

Figure｜Qiangua Data-Estee Lauder Brand Analysis

In addition, the brand business note analysis has also been updated and optimized, and average sharing data has been added to the delivery overview, which can provide a more comprehensive understanding of the influence of competitors' commercial delivery on the Xiaohongshu platform.

02 Keyword layout to seize search traffic

Keyword search is an important source of traffic for Xiaohongshu notes. Brands place keywords in note titles or content to grab a high ranking on Xiaohongshu, which can directly drive traffic to brand notes after the target group conducts precise searches on Xiaohongshu.

Find brand competitors or products, search for keywords in Qiangua Data-Xiaohongshu Operation-Popular Content, such as: Estee Lauder Little Brown Bottle, choose to view business notes, the top-ranked note is the brand cooperation note posted by the mid-level influencer @杨开花, with 307,000 readings and a total of over 7,000 interactions, far exceeding the second-ranked top influencer.

Figure｜Qiangua Data

1. Break down and segment long-tail keywords

When selecting note keywords, you can choose segmented keywords based on product characteristics, which will make it easier to obtain Xiaohongshu's recommended traffic and long-tail traffic.

For example, this note posted by Xiaohongshu expert @杨开花, a search on Xiaohongshu found that there are more than 1.62 million notes related to "sensitive skin". The competition is fierce and it is difficult to rank high. There are more than 550,000 notes related to "Sensitive Skin Repair" and more than 650,000 notes on "Sensitive Skin Repair Barrier", which are relatively easy.

Picture｜Xiaohongshu

On this basis, brands can explore more segmented user needs and gradually capture larger traffic pools by breaking down keywords with different levels of popularity.

2. Scene Keywords

In the Internet era where brand marketing is rampant, it is becoming increasingly difficult to impress consumers with hard advertising. Xiaohongshu content + scenario-based marketing has become a major trend for brands to occupy the minds of users.

Xiaohongshu expert @杨芊芊 describes the skin reaction of sensitive skin in a specific scenario in a long paragraph, which can directly bring readers into the situation, arouse users' resonance, and thus promote product recommendations.

Picture｜Xiaohongshu

3. Select hot search terms that match the note content and products

Through Qiangua Data-Hot Search Word Ranking, select Xiaohongshu hot words that match the product classification and note content, select hot search words that are on the rise in the incremental list, and capture the most valuable segmented traffic at the moment, such as Dragon Boat Festival, rice dumplings, summer sun protection, whitening, etc.

Figure｜Qiangua Data-Hot Search Word Ranking

Select long-term traffic words in the total list and match them with product segmentation keywords to obtain higher note exposure and long-tail traffic. Such as hot beauty words: essence, skin, ingredients, etc.

Figure｜Qiangua Data-Hot Search Word Ranking

03 Conclusion

Knowing yourself and your enemy will ensure victory in every battle. Through Xiaohongshu data analysis, you can understand the dynamics of competitor product launches, provide direction for brand operations, and maximize the effectiveness of launches.

Break down keywords into smaller segments, reduce competition, start from conquering smaller segments, and gradually occupy a larger traffic pool.

The keywords of scenario-based marketing are to stand from the user’s perspective, start from the life needs, and resonate with consumers.

· Select the hot search terms that match the note content and products in Qiangua Data to gain greater traffic exposure for the brand.