The four minefields of planting grass on Xiaohongshu!

In the era of big data, more and more brand bloggers have realized the importance of data in Xiaohongshu promotion . They use Xiaohongshu's data analysis platform to analyze user populations , check Xiaohongshu's rankings , etc. Especially for brand users who are new to Xiaohongshu, finding the traffic code through data is the key to breaking the deadlock.

The author has been working on the front line of promoting grass-roots products on Xiaohongshu for three years. Here, I have specially summarized the four major minefields of promoting grass-roots products on Xiaohongshu for you, hoping to provide you with effective suggestions.

1. Traffic-only theory

At a time when social media marketing is developing rapidly, traffic is certainly important. However, as the dividends have peaked and purchasing prices have become increasingly expensive, how to cost-effectively introduce accurate traffic has become a top priority.

Choosing influencers with a large number of fans and whose notes are all popular articles to launch campaigns will naturally bring a certain amount of traffic conversion, but the investment cost is undoubtedly a huge threshold, and according to experience, there is a high possibility that the cost will not be earned back.

Here is a positive example for everyone. According to Qiangua data, the price quoted by @猫掌柜的picture and text notes of Xiaohongshu's waist skin care expert is 5650, and the estimated interaction volume range is 513~555.

Looking at the brands promoted by influencers, we can see that the data of many business notes far exceeds the estimated interaction volume, bringing huge interactive conversions to the brands.

Therefore, when brands are screening Xiaohongshu influencers, they should not only look at the number of fans and level of the influencer to make a conclusion, but should pay more attention to the influencer's notes and promotion data.

2. Deliberately piling up hot words and riding on irrelevant hot topics

Clever use of Xiaohongshu’s hot search terms can bring certain traffic recommendations and long-tail search traffic to the notes. However, when promoting content, brands should avoid piling up a large number of hot words in the notes, or choosing some hot words that are completely irrelevant to the content of the notes. Doing so will only result in the platform being unable to identify the key points of the note content, and the note cannot be labeled, so it will not be recommended in the traffic pool.

Check the Xiaohongshu hot word list in Qiangua (Xiaohongshu data) to find the monthly and weekly Xiaohongshu hot word rankings for each industry. Select hot words related to the note content and combine them with the rising hot words to layout the note content, so as to increase the exposure chance of the note.

3. Non-registered notes, hard advertising, and false soft articles

During the commercialization process of Xiaohongshu, many brands, in order to quickly gain traffic, used fake soft articles posted by amateurs to seize the minds of users in a short period of time, which had a serious adverse impact on the platform ecology. In order to rectify this phenomenon, Xiaohongshu has now become the most strictly managed platform in social media, banning dozens of brands of all sizes.

Brand marketing should be viewed from a long-term and sustainable perspective. We should not rush for quick success and should choose the methods encouraged by the platform ecology to promote products. Only by reporting cooperation notes, having real experience of the products, and sharing from the user's perspective can we achieve effective promotion.

4. Induction and diversion

The last point is the problem that many small and medium-sized businesses will encounter when promoting on Xiaohongshu. In order to quickly obtain conversions, they will induce users through lucky draws, purchasing on behalf of others, reselling, group buying, etc. For example:

1. Publish the contact information of individuals, such as mobile phone number, WeChat ID, email address, address, etc.

2. Publish contact information that directs traffic to other platforms, such as website links, QR codes, watermarks, etc.

These behaviors are not encouraged on Xiaohongshu and are easily judged as violations by the platform, which may result in deletion of notes or even a ban.

Summarize

If brands want to win the recognition of Xiaohongshu’s high-quality young users, they must first learn to avoid risks. Persist in sincere sharing and friendly interaction, this is the correct first step in brand promotion.

Author: Xia Xia Love Operation

Source: XiaXiaAi Operation