How to promote Xiaohongshu? 2 steps!

In fact, most of the Xiaohongshu merchants are most concerned about this issue when it comes to Xiaohongshu promotion services.

To figure out: How to do a good job of Xiaohongshu note promotion under the premise of controlling the budget and continue to dominate the top traffic and homepage? To this question, we only need to answer two questions:

(I) On Xiaohongshu, what kind of content is defined as high-quality content? What are the dimensions for measurement?

(II) How to promote high-quality content more effectively and rationally (that is, save money) after producing it?

Next, I will answer them one by one:

1. On Xiaohongshu, what kind of content is defined as high-quality content? What are the dimensions of measurement?

To understand this question, we must first understand the history of Xiaohongshu:

When most merchants and online shoppers who are not familiar with Xiaohongshu mention Xiaohongshu, their biggest feeling is probably that it has become popular among many overseas shopping platforms for no apparent reason. In fact, if you think so, it must be because you have heard of it before or have never used this APP properly.

Early days:

Xiaohongshu is the earliest overseas shopping community AAP. In the early days, it attracted a large number of active users from other shopping forums. They posted all kinds of global products and overseas shopping guides every day, which quickly attracted a large number of fans and generated a lot of interaction. At this time, Xiaohongshu is a bit like the overseas shopping version of Zhihu. Maximize the power of the community.

Currently, Xiaohongshu has nearly 100 million users, mainly high-end and fashionable women. They love life, travel, shopping, chatting, and sharing pictures. They have relatively high incomes, have a strong curiosity and desire to buy quality things, and pursue a high-quality life. These people are usually not very sensitive to prices.

We know that no matter what the merchants say, people will always think in their hearts: "You just want me to buy your stuff."

But UGC (user-generated content) is different. It is a rhythm of mutual promotion. There is no buyer-seller relationship between the two parties. It is simply: I like this thing, so I show it off. You come over and ask me, it’s so beautiful, where did you buy it? I send you the address, and you write it on your shopping list next time you go abroad.

After the initial trust is accumulated, people will subconsciously spread this trust, forming a mentality: Well, the recommendations from those users on Xiaohongshu are quite reliable, so the things sold by Xiaohongshu itself should also be good.

Based on high-quality community operations and massive UGC, Xiaohongshu upgraded from a community to e-commerce in just one year, completing the business closed loop. Six months later, sales exceeded 200 million! In most people's minds, it became a lucky guy who became inexplicably popular among the fiercely competitive overseas shopping platforms.

The purpose of talking so much above is just to make you understand:

In fact, the key to Xiaohongshu’s success is that it has done the following steps:

First social networking, then e-commerce

2. More comfortable social relationships based on UGC model

The genes and lifeblood of Xiaohongshu are: community + UGC. To this day, Xiaohongshu still values ​​community plus UGC the most (these are Xiaohongshu notes)

Then it is not difficult to understand that the most important indicator for Xiaohongshu to measure the quality of notes is actually:

Whether the notes are authentic, interesting, and high-quality; whether they can inspire Xiaohongshu users to communicate and exchange ideas.

If you want to inspire Xiaohongshu users to communicate and exchange ideas, there are only a few ideas:

(1) Produce professional, interesting and valuable content that can solve the pain points of Xiaohongshu users.

(2) More vivid and interesting crowd portraits, more specific and realistic usage scenarios, and life scenarios.

(3) The copywriting can better express or touch the joys, sorrows, anger and happiness of the little sweet potatoes.

I won’t go into details about the problems in the picture. You can solve them yourself as long as you pay attention.

2. After solving the problem of what is high-quality content, we need to consider how to promote it well.

When it comes to promotion, I believe that most businesses are most concerned about the issue mentioned in our title. In other words, how to spend every penny wisely? There is no doubt that increasing the number of note views can achieve the purpose of promotion!

How to increase the number of note views on Xiaohongshu?

Many businesses also share notes on Xiaohongshu in the hope of bringing in more traffic. Of course, some people will say that posting more notes on Xiaohongshu is useless and will not attract any customers. Why is that?

First of all, when you post notes on Xiaohongshu, whether it is text or pictures or videos, they must be original, otherwise they will not be included in Xiaohongshu, let alone being seen by others.

The most important thing is the ranking in the keywords. You should know that the notes in the front row can always give people a good first impression, and few people will flip through them one by one to read them, so the higher the ranking of the notes, the higher the exposure they can get.

The last thing is the keyword. If you put the product name at the beginning of the copy in the note, it will be reflected in this keyword after it is included. The more notes a keyword has on Xiaohongshu, the more people are searching for this keyword, and the more popular it is.

Improving keyword rankings is the most direct way to increase note views, which is why Xiaohongshu has begun to cooperate with businesses to launch advertising space. Although the ranking is stable, the cost is relatively expensive and tends to be hard advertising, losing the original community + UGC promotion model, and user acceptance will also be affected.

(The above is the keyword ranking)

Many friends who have just opened a store come to me for advice. When they first open a store, should they focus on the quantity or the quality of their notes?

For customers who think that it is a great deal to launch a product by spending tens of thousands of yuan, or even just a drizzle, they can of course ignore the cost and directly spend money on quality.

For clients who need to control their budget, my suggestion is to promote short notes of about 300 words in the early stage to increase the exposure of the brand name or product name. As long as the notes contain the product name, brand name, and main keyword rankings, and the posts are authentic and natural, it will be fine. There is no need to focus on content and increase costs. After laying the groundwork for some basic posts, the rate of popularity of high-quality posts can be greatly increased.

Let me add a sentence here. During the initial and middle stages of promotion, there is no need to ask experts for promotion. You can focus on laying out notes, and determine the proportion of short notes and high-quality notes (posts with more words will have higher weights) based on actual conditions. Now the main promotion methods are: amateur notes + keywords; expert notes + keywords; providing exposure can increase page views, thereby achieving the effect of brand promotion and the promotion goal of conversion.

Author: zpxxx-z1

Source: Lu Songsong's blog