618 sprint! How to increase brand transactions on Xiaohongshu?

The 618 promotion has entered the sprint period, and Xiaohongshu has officially launched three major 618 activities. This may directly change the conversion model in the second half of 618. Emerging brands will have the opportunity to catch up, while leading brands can continue to expand their achievements. What new moves does Xiaohongshu have? What kind of traffic signal is implied behind this?

01 618 innovative sales tools to greatly compress user decision-making paths

In the original decision-making path of Xiaohongshu users, from being inspired by a note to adding a product to the cart, there are multiple steps involved, which can be easily interfered with by other information, thus affecting consumption decisions.

On June 1, Xiaohongshu officially launched the 618 innovative sales tool "Small List", which allows influencers to directly bind their recommendations and lists, greatly compressing the user decision-making process and helping brand influencers achieve direct sales conversions on Xiaohongshu.

Figure｜Qiangua Data

According to industry insiders, the overall conversion rate of small lists is 8%-10%, and the store traffic increases by 15%-23%. The excellent sales data during the internal testing period enabled many brands and influencers to achieve growth, which was the main reason why the small list entered the public testing period during the 618 weeding period.

Xiaohongshu influencer @Darrrrcy has a strong ability to promote ideas through notes. She uses real and intuitive video notes to share clothing outfits, and combines them with small lists to guide users to continue promoting ideas, gaining tens of thousands of small list subscribers.

The expert's small list is designed to fit the multi-scenario application of experts. It is not limited to the note format and supports personalized customization of content, introduction, and product selection. For example, @Darrrrcy uses personalized copy such as "A must-have for popular combinations!" and "This is so hot!" in his personal small list to directly recommend products, and uses the product matching function to continue to recommend more products, becoming a blogger whose list output exceeded one million on the first day.

Picture｜Xiaohongshu

Brands that collaborate with influencers to create small lists and publish notes to participate in activities can receive official traffic support from Xiaohongshu, increase note exposure and gain followers.

At the same time, when users watch the influencer’s recommendations, they can go directly to the influencer’s small list to subscribe and further recommend products, and complete the order conversion directly on the platform, which can increase fan stickiness for brands and influencers and realize commercial monetization.

Qiangua data shows that Darrrrcy's note introducing the trendy brand has a higher dissemination effect than the average level of influencers through the associated small list, and has received more exposure and promotion than usual.

Figure｜Qiangua Data

In terms of influencer selection, on the one hand, brands can select influencers with good results in the past to participate in activities to build their own small list and put brand products on the shelves to enhance brand communication and exposure. Secondly, they can compare the number of influencers' fans and the number of subscribers to the list to select influencers with stronger ability to promote products.

Users who subscribe to small lists have higher commercial value than fans who simply follow influencers. They have strong grass-planting attributes and stronger consumption willingness. Brands can make long-term and stable placements in the lists of high-quality influencers and directly bind to users, which is more conducive to retaining users and building a brand's private domain traffic pool after attracting traffic to the store.

Picture｜Xiaohongshu

In addition, the small list can also be used as a supplementary exposure tool for brands after live streaming on Xiaohongshu. It can make secondary recommendations for products that sell well or perform poorly in the live streaming room, obtain surplus, and improve the cost-effectiveness of the brand's live streaming room.

According to statistics from Xiaohongshu, after the live broadcast, every time @爱臭美的狗甜儿 updates the list, the live broadcast volume can increase by nearly one million, an increase of 10%-20% on the original basis, bringing high volume transaction conversion to the brand.

As 618 enters a critical period of brand weeding, high traffic and high exposure can stimulate users to place orders. Large brands can gain more traffic exposure and direct conversions with the help of small list layouts. Appropriate investment by small brands can reduce brand investment costs and increase brand exposure and store sales.

There are currently three ways to enter the expert list:

1. Click "My Little List" in the expert's notes to enter

2. After subscribing to the expert list, it will be displayed in your personal wish list. When the expert list products are updated, they will be automatically pushed, actively reaching users more frequently

3. Use the exclusive password on the expert site to search directly in the Xiaohongshu search window

Picture｜Xiaohongshu

As can be seen from the latter two methods, the small list does not rely on the content of Xiaohongshu Notes. It exists independently and can obtain higher-quality long-tail traffic for influencers and brands than Xiaohongshu Notes in every update.

02 Billions of traffic incentives, 618 combination gameplay creates a mid-year feast

During the 618 shopping spree, the price of public domain traffic on both Xiaohongshu and other platforms is higher than in the past. In terms of advertising format, in addition to using information flow and search advertising to target and accurately reach product TA, actively participating in official activities will help brands leverage free resources and lock in more high-spending users.

In order to fully assist brand influencers in the 618 marketing, Xiaohongshu launched a list activity - Heart-moving Grass-Seeking Officer, combined with the official hot search #618心动好物# and the opening screen resource position, integrating hundreds of billions of public domain traffic to support brand influencers in creating popular products and realize the closed loop of planting and removing grass on the platform.

Picture｜Xiaohongshu

When choosing influencers for list collaboration, brands can refer to event rewards. For example, consider influencers whose average collections or likes of notes are over 1,000, and strive to obtain official traffic rewards of up to 50,000.

In the later stage of the 618 weeding and return period, brands can choose to re-invest in influencers who have experience in list sales and have produced more than 10,000 notes, and strive for an official traffic reward of up to 100,000. At the same time, they can bind the notes to the list entrance and keep the list updated to obtain corresponding traffic rewards.

In addition, when brands choose new people to create new lists, they will also benefit from the traffic from new people. The topic #小清单 will also become a long-term official topic, with a fixed opening screen and hot search every month, providing brand influencers with a steady stream of traffic support.

The "618 Heart-Stirring Red Packet" is a cash red packet subsidy borne by Xiaohongshu officially, which uses the subsidy + fission marketing method. In addition to receiving official red packets and blogger fan-exclusive welfare "heart-stirring red packets", users can also initiate activities, copy passwords, invite friends to help, and receive support red packets.

Picture｜Xiaohongshu

Brands and influencers can call on their fans to participate in red envelope activities. For brands and influencers, on the one hand, it can activate 618 consumption, and on the other hand, it can achieve a "win-win-win" situation of jointly increasing user stickiness and retention rate with the platform, reaching more users and obtaining traffic.

03 Application conditions for the small list tool

Currently, the small list tool is only open to influencer accounts. Brands can achieve brand promotion and product conversion by cooperating with influencers. First, the influencer needs to activate the product recommendation function, which requires real-name authentication and a number of fans ≥ 1,000. The application entrance is as shown in the figure below: Settings - Function Application - Product Recommendation - Activate Product Recommendation Permission.

Picture｜Xiaohongshu

After entering the product selection center, experts can directly search for brands and product names, or browse different product categories to select products. After selecting products, they can fill in the recommendation reasons by themselves and add Amway copy for each product. They can also edit the list at any time to add or delete products.

After generating the list password, you can share it to other platforms to drive traffic to the list. At the same time, you can combine the small list with the note content and matching scenes to achieve a one-stop shopping experience.

Picture｜Xiaohongshu

Currently, the shopping malls that can promote products on the small list include: Xiaohongshu Mall, Fliggy, Tmall, Jiyoujia, and Taobao iFashion. You can get the latest news about the small list through the official Xiaohongshu account @逛逛薯.

04 Conclusion

618 has entered the weeding stage. While brands and influencers are rushing to place ads on and off the site, they must master the platform’s gameplay and joint marketing to achieve the effect of 1+1>2.

· Use Xiaohongshu’s innovative promotion tool “Small List” to promote products in parallel with notes, skip exiting, returning to search, and other content that may interfere with users’ information, and shorten the user’s decision path.

Use the small list as a supplementary exposure tool after the live broadcast to obtain consumer intention groups who missed the live broadcast due to time and frequency constraints.

· Refer to the official 618 event rules of Xiaohongshu, select influencers whose average number of likes on their notes is higher than 1,000, and use multiple methods such as hot search topics and exciting red envelopes to transfer platform resources into your own hands and obtain more traffic guarantees.