32 questions and answers about Xiaohongshu promotion

This time, we have sorted out some problems that some friends encountered when operating Xiaohongshu, including data problems of notes, keywords of notes, brand placement and information flow promotion, and other difficult problems. We hope that it can help friends who have the same problems when reading this article and get inspiration from it.

Q1: Is it that the data is bad and the chips are bought, or the data is good and the chips are bought?

A1:

The better the basic data, the better the effect of French fry delivery. If the basic data is poor, the delivery may not be successful. Generally, the data of non-explosive notes will be stable in three days. You don’t need to wait for a long time. A single note will be published for a few hours. The data growth trend of a single note is faster than the notes previously published by the account. That means there is better natural traffic, and the effect of placing French fries will be better.

It doesn't mean how long you need to wait for the fries to be delivered. It depends on whether the content of the note is good enough. Excellent content will be reflected in the data, which means more interactive data. Even if you wait a long time, the effect of putting French fries in notes with poor content will be average. If you put French fries in notes with good natural traffic performance, the effect of putting French fries in notes will be better.

The natural data of the note is relatively poor. If you want to use French fries to turn this note data into a popular article with thousands of likes, the cost and price will be relatively high.

Q2: What should we pay attention to in the first stage when serving French fries? How to judge? How much can be invested continuously?

A2:

The first thing is definitely the title and cover. Users can only interact with us after reading. If the title and all aspects of the content cannot attract users, there will definitely be few people who interact. Therefore, in the early stage of advertising, you should first conduct a test. If the click-through rate and reading rate are above 15%, you can continue to advertise.

Q3: When choosing information flow notes, should we select the notes with good data from the reported notes, or should we optimize the data through launch testing to produce good notes?

A3:

After the launch, you will find that the reporting notes that can come from natural traffic have good advertising effects. Of course, the materials that have been tested are very good, and if they can continue to be released in large quantities, there is no need to change them, but information flow materials will have a decline period. The original high-quality materials should be released and the new materials tested simultaneously.

Q4: Why is it necessary to start spending information flow advertising after a certain amount of community notes have been laid?

A4:

When providing official services, we also provide UGC notes on good product experiences (about 100 articles). We first prepare the amateur and tail expert content, and then synchronize the content with the enterprise account information flow. Because if we advertise directly, users will find that no user has used your product when searching on the site, which is not conducive to conversion and the effect is not good.

Q5: I would like to ask what is the distribution logic of Xiaohongshu notes. What is the initial flow rate?

A5:

Distribution logic: Note distribution has initial traffic, and then scores the notes (ces), and then expands according to whether the ces are high or not. ces = 1 point for likes + 1 point for favorites + 4 points for comments + 4 points for reposts + 8 points for followers (and for reference)

Q6: Where can I usually check the brand’s search index?

A6:

Senior from Content Villa 1: After many customers put out ads, the recovery rate is very low, so there is not much point in pulling them out. In fact, the vast majority of users will still go to Taobao to search.

Senior from Content Villa 2: The return search rate is an indicator officially proposed by Xiaohongshu. However, in actual operation, the merchant brand cannot be seen, and you need the advertising sales staff of the commercial department to help you see it. However, if your brand runs performance advertising on Xiaohongshu, and the actual amount within one month is less than RMB 200,000, and the average daily amount does not exceed RMB 10,000, the advertising sales department will not show you this search return rate. But if the amount is less than the amount mentioned above, there is no need to look at the return search rate. For example, the search return rate for clothing and accessories is 0.2%.

Senior 3 from Content Villa: Re-search refers to the action of users returning to the discovery page to search for our brand words after watching our advertisement within 48 hours. Re-search rate refers to the ratio of the number of users who searched back to the number of notes read. This data represents that the user is interested in the product after reading this note, and he will take the action of searching. Therefore, this re-search rate can be regarded as a process indicator of the success of our note. This indicator can be obtained from the official website. The standard information flow of the market is about 0.5%. Notes that reach more than 1% are recommended to be increased in volume; searches with a recall rate of more than 2%-3% are recommended to be increased in volume.

Q7: What should I do if the new account data is poor?

A7:

It is necessary to optimize one by one, deeply understand users, and compare similar high-quality likes. Optimization can be carried out from the following dimensions: 1 emotional point; 2 tear point; 3 novel point; 4 beautiful point; 5 criticism point.

From account building to content text spacing, board design, and sticking to the extreme, if you do operational actions, you can post the article first to your own private circle to ask for likes and comments, etc. to break through the initial traffic pool restrictions and let the platform give you the next stage of traffic pool.

Q8: How many keywords should I choose?

A8:

Generally speaking, 3 is enough. It depends on your purpose. If your purpose is to capture a word with a relatively high reading volume, you can select the drop-down box to search for your product. Many words in the drop-down box will appear afterwards. Select a keyword that is more suitable for your product.

The second method is to search through new data and topic searches, find a keyword, some words with high reading volume and high heat, and then choose to integrate them. In addition, if you are doing e-commerce, you can use the backend of your e-commerce to find out which words are more matched with the people who usually enter the store, and then consider it from these angles.

Q9: If I want to do a replacement now, can I still go through the announcement platform for recruitment? Will the quality be too poor and have a negative effect?

A9:

It is not recommended to replace a large number of products, as there is a risk of brand closure. The platform is still under continuous governance.

Q10: How to make an electric steam oven? Is it true that the more complex the product, the more it needs video?

A10:

It is relatively difficult to make large household appliances into hot-selling products because people will hesitate when the average order value is high and the decision-making cost is high. For example, consumers will be more rational when buying items worth ten or twenty thousand yuan, but they will be a little impulsive when buying items worth two or three hundred yuan, and the items can become hot-selling products. The more complex the product, the more it needs videos. For example, for a steam oven, I think the food tutorial is used to promote the product.

What is usually planted directly?

The product is really good, including the packaging, which will impress people. If not, you may need to use some guide-like content to promote the product.

When considering content when making a product, the first step is actually the same. First, take a look at how other people on the market make content. Don’t say that you have a sudden idea, unless you have done it many times and know that the content planned in this way will definitely go viral and will have a higher chance of going viral. If not, it is recommended to find peers first, or consider the same group of people as you across categories. This will be much faster.

If a product is presented in the form of a video, it is useless to explain why the product is good, as it is just a soft instruction manual. Therefore, we must be clear about where we are and what our purpose is. Each type of note has its purpose.

Q11: Is it true that medical beauty products can no longer be sold on Xiaohongshu? Has the official approval been withdrawn?

A11:

The medical beauty industry is in a very difficult situation at this time. If your performance on Xiaohongshu is not good, try to focus on other channels such as Douyin. You can continue to learn in the community, and the content can be spread on Douyin.

Q12: What is the difference between horizontal and vertical video transmission?

A12:

Vertical screens are mostly entertainment, while horizontal screens are for education and knowledge dissemination. For specific note-taking methods, you can refer to the industry’s leading accounts. Mobile terminals are entering the era of vertical screens.

Q13: What should I do if the traffic effect is insufficient when I only cooperate with KOL for purchasing and free exchange?

A13:

First of all, the traffic effect is not good now. Before Xiaohongshu was commercialized, 100% of its traffic was given to some original content, such as some experts or professional accounts. After commercialization, a part of the traffic was indeed given to a paid brand group, that is, the information flow advertising.

If you want to compete with notes based on original content, you must have a better idea so that you can get more traffic. So when many people ask why the notes I write do not have good traffic, it is because the nature of the entire platform is changing. The commercialization of the platform will naturally allocate some traffic to some paying merchants.

Q14: How to create an information flow advertising plan?

A14:

The current cooperation model of the platform is that the official will provide service providers free of charge, and the service providers will help you build your delivery plan. In the early stage, you need to deposit money with the service provider, and the service provider will then recharge the money to your Xiaohongshu backend to do this.

The second way is to recharge yourself in the background, and you will also connect with official colleagues to help you with the placement. Specifically, you need to set up an account and look at the data as a whole. So the delivery plan is actually a big problem. It is recommended that professionals do this. If you have a Xiaohongshu delivery team, you can do it. If you don’t have one, you can connect with our official team and do this.

Q15: How to select high-quality talents

A15:

When it comes to selecting influencers, the platform can only provide you with the Dandelion platform, and then let you screen and select some options, because the platform cannot directly help brands to screen influencers. Screening influencers is a chore in itself, so it is recommended that you pay attention to influencers who have good interactions.

For example, if he wrote a hit note for a certain brand, then we would go and see how the influencer is following other influencers. We would go through his entire circle, and in this way we could actually find the influencer and make it easier to produce a hit article.

Q16: Is it better to use streaming or French fries for professional accounts? Or come together?

A16:

These two are not contradictory. French fries are more used for testing and exposure of new notes. If there are notes with good clicks and interactions, they will be quickly used for information flow delivery. If you have money, we suggest that you use information flow directly after testing French fries. If our budget is not large at the moment, you can also use French fries to test and gain exposure first.

Q17: For the same project, if some materials cannot be submitted, does it mean that the materials are not attractive?

A17:

When the ad cannot be delivered, there are three factors. The first is to look at the click-through rate of the note. Is its click-through rate lower than 2%? If it is less than 2%, it indicates the reason of the material, that is, whether it is our cover, our title, or the text.

The second is whether to bid. Our bid means that if we choose 0.1 or 0.2, we will not be able to get out of it at all. As for competitors, their placements will be more competitive and their bids will be higher, so our traffic will be limited.

The third is whether the population label is too narrow. For example, if we only invest in first-tier cities, only in our food category, and only in people in the food category of Xiaohongshu, then your population will be overloaded and you will not be able to get out.

Q18: What suggestions do you have for budget allocation for information flow promotion and search engine promotion?

A18:

It is recommended to do information flow first. In the early stage, 70% of your information flow is information flow and 30% is search. Because later on, when your users have certain demands for a certain category of products, we will suggest that 50% of our information flow be searches, and in a later period, 30% of our searches may account for 70% of yours.

The key point everyone needs to know is that search is a core demand for intercepting users. If we want to achieve a good conversion on Xiaohongshu, we will definitely do a search, and the proportion of our search will become larger and larger, connecting with consumers' direct needs and occupying a position. This is also why many brands buy out keywords, because I want to intercept these consumer demand words.

Q19: What kind of data can be used to determine whether this note is worthy of being included in the information flow?

A19:

What kind of data can be used to determine whether this note is worth investing in information flow? The core of its delivery must be whether the user is willing to interact with us and whether he is willing to ask where to buy our products.

When we first started working on Xiaohongshu, our focus was on results. For example, if our likes and comments were around 100, and there were even a dozen comments below asking how to purchase a note like that, we could use that to get more traffic for exposure. We can check our click-through rate through our backend. If the click-through rate exceeds 5%-10%, then if we look at the notes through the French fries, the effect is indeed that it can get a 10% click, so we can quickly take it and put it into the information flow.

Q20: What are the differences between forms of advertising, sponsorship, and placement?

A20:

This is basic knowledge about information flow. There is no difference in other positions because no matter whether you are advertising or sponsoring, in the information flow, the discovery page is at the 6th, 16th, and 26th, which is 6+10n; on the search page it is mainly at the 3rd, 13th, and 23rd, which is 3+10n.

The biggest difference is that the advertisement will jump to an external link, such as jumping to your official website, jumping to your mall, and jumping to your mini program, and it will display an advertisement label; if you do not jump, you will be on our notes, then a sponsorship label will be displayed.

Q21: How do you determine whether your products are in great demand on Xiaohongshu?

A21:

The first thing is to understand who the product is targeted at and what problems they want to solve when buying it? For example, neck braces are used for people who suffer from cervical discomfort or wish to improve their posture. If these people are concretized into population labels, they may be people who work at a desk for a long time, white-collar workers, students, or even middle-aged and elderly people who need cervical spine recovery.

This will cover the needs of the three major groups. The users of Xiaohongshu are mostly students, white-collar workers, and mothers. Students and white-collar workers just happen to cover the two major demands, and mothers happen to be the main consumer group in the family, so it can be basically judged that this type of product is suitable for promotion on Xiaohongshu .

Q22: What is the principle of including content in Xiaohongshu?

A22:

Xiaohongshu's search engine will crawl and grab a large number of notes in Xiaohongshu through spider programs (crawlers) and store them in the database. After the user enters the query term in the search box, Xiaohongshu's search engine sorting (ranking) program will select notes that meet the query term requirements from the database. As for the spider crawling, note collection and sorting (ranking), they are all handled automatically.

Q23: How to determine whether a note is included?

A23:

Search the complete note title directly on Xiaohongshu. If you can find the note by searching the note title, it means that the note has been included. It is recommended to check the inclusion status of newly released notes after 12 hours.

Q24: What are the common reasons why Xiaohongshu notes are not included?

A24:

View from 3 perspectives:

The first is the account: whether the account itself has received any violation notification; whether the account itself is a marketing account, such as publishing a large amount of homogeneous content. Have you tried to increase the interaction volume? If you increase the amount of interaction, not only ordinary notes, but even reported notes will be excluded.

The second is the content level: Does the content violate any regulations? Have the community standards been followed? Do the content itself contain any banned words? Is the content solid? If it is too hard, it will be directly rejected by manual review; if you really don’t know how to write notes, it is better to include a statement of interest. Although the statement of interest is not omnipotent, it is better than just sending a hard advertisement.

Finally, at the brand level: Is the brand subject to risk control? For brands like the first batch that were blocked, it is said that they will not be unblocked until after the Chinese New Year at the earliest.

Q25: What should I do if my notes are lost?

A25:

(1) Wait for natural recovery. If you find that the notes are not included on the same day, you can wait 1-2 days to see if the notes will be restored naturally. We have observed that some notes will be restored naturally.

(2) Bloggers can modify the content of their notes or add a statement of interest and file an appeal. There is a chance that it can be included again. (3) If neither of the above two methods work, then basically you can only change a new note or ask the original blogger to post a new one.

Q26: What are the communication rules for Xiaohongshu bloggers?

A26:

(1) Price (picture/video/report/non-report, single product/collection/collection position price)

(2) Video cooperation (leaked location, video length, leaked product form)

(3) Cooperation schedule, cooperation theme, and exhibition format;

(4) Can I authorize the Xiaohongshu official account to use it?

(5) Is it authorized for commercial use (information flow, Taobao details page)?

(6) Can the brand name be included in the copy/video? Can it be added after the traffic is stable?

(7) After posting, comments will be maintained. If there is a traffic limit, please notify us in time to cooperate with the change. A screenshot of the small eye will be provided 7 days after posting.

(8) Can I cooperate with the order?

(9) Is inclusion guaranteed?

(10) Is it possible to distribute content through multiple channels?

Q27:What are the most commonly overlooked points in briefs?

A27:

(1) Provide interactive discussions in the comment area to guide brand/product names and purchases;

(2) When asking about a product in the comment section, you need to give a positive response to guide the response;

(3) Ensure that the notes are not restricted and do not violate any regulations. If you receive any relevant notification, please contact the PR immediately.

(4) If there are negative comments at the front, you need to promptly respond with positive content/delete the comments;

(5) Provide graphic materials, links, included screenshots, and small eye screenshots in a timely manner after publication;

Q28: What are the three main sources of traffic for Xiaohongshu notes?

A28:

The first is recommendation, the second is search, and the third is attention.

Recommended traffic: It is equivalent to the system guessing what users like. Its accuracy will be relatively poor, after all, it is a guess.

Search traffic: users tell the system: I want to know about this thing. Its accuracy will be much better than the former.

Focus on traffic: This is generally only useful if the blogger is well-known, has a large number of fans, or if the fans are closely aligned with the target audience of the product.

Q29: How to make a rough estimate of the delivery volume?

A29:

It mainly depends on the proportion of the delivery, that is, the ratio of the reporting notes to the soft articles. Under normal circumstances, if the monthly delivery volume is less than 150, it can be reported or not. This is the first point.

If the delivery volume is between 300 and 150, it is best to accompany it with 3 to 5 reporting notes. This is the second point. If the delivery volume is greater than 300, it is best to have more than 5 reporting notes, or according to the industry, 80% are not reported and 20% are reported. This is for your reference only.

Q30: Different periods for keyword placement/keyword layout?

A30:

We can make an analysis from two perspectives.

Let’s talk about a single note first. Keywords in the title must be laid out. Under normal circumstances, a note title cannot carry multiple keywords. A note normally has 1 to 2 keywords, and there are very few notes with more than two keywords.

The second point is to look at the stage of the brand. New brands have no presence on Xiaohongshu. Users cannot search for you and will not trust your brand. In this case, it is suitable to use some brand words. When a brand has accumulated a certain amount of content on Xiaohongshu, it can consider using some regular keywords or segmented words. There is actually no rigid standard and it depends on the budget and the number of placements. There is also a special situation. When negative comments appear under the brand, it is also appropriate to use brand words.

Q31: How many topics should I include in my notes?

A31:

Normally, there can be multiple topics in a note. It is recommended to include those with keywords or those with high views. It is not like a title, which must contain target keywords and has limited capacity, so keep it as concise as possible. You can have 2 to 4 topics. Few people will take the initiative to browse notes by topic because there is no direct entrance to topics on Xiaohongshu.

Q32: There is only one month left for the launch, but there are two finished products to be launched. Is there still enough time for testing?

A32:

It cannot be tested, because it is impossible to spend two weeks in a month screening accounts and contacting bloggers, and the remaining two weeks publishing content, executing, and iterating. Generally, you should look for a third-party agency at least one and a half to two months in advance. Big promotions usually start two months in advance.

END

Author: Qinggua Media

Source: Cucumber Morning News