The four words "promotion and traffic generation" should be combined together. First, promote yourself, your products, and your brand, and then attract users.

Today I’m going to talk about the promotion and traffic generation methods on Xiaohongshu (more theoretical). If you don’t know enough about Xiaohongshu, you can read them together.

As for whether what I shared is suitable for you, you need to study and explore on your own, and make comprehensive judgments and choices based on the knowledge you have learned.

Learning means being responsible for yourself and respecting others.

1. Personal account operation and promotion

A personal account can be used by brands or merchants to present themselves as ordinary people, thereby attracting traffic to their own brands, stores, etc.

It is also possible for our users to promote those brands or businesses, or promote themselves, build personal IPs, or directly attract traffic to sell goods.

Since the word "operation" is involved, you need to spend time to operate an influential account so that everyone knows you, sees you, and trusts you.

Otherwise, you can only use unpopular channels such as comments and private messages. Although the operation is simple, it is easy to get your account blocked.

But don’t think too complicated about operations. Real operations are the company’s way of playing. What individuals focus on is the content, and you only need to understand the rest.

Logic 1: Positioning → Output content → Monetization

Positioning is not difficult and can be deduced from the monetization methods.

Example: Selling clothing, directing traffic to WeChat to sell goods

If you post your own products directly on Xiaohongshu, and say how good your products are, or that the clothes recommended by your friends are really beautiful, then you will most likely be restricted or have your account blocked. These situations are quite uncommon.

Correct approach:

1. Decide whether to take picture notes or video notes. Pictures are the feature of Xiaohongshu, which requires high picture processing capabilities; video notes have traffic support, require appearance and simple editing. If you want to use Xiaohongshu well, you must learn one of these two, it’s not difficult.

2. Determine the content. This is indeed a difficult point.

The common content directions on Xiaohongshu now include: reviews, professional, strategies, etc., which are applicable to different fields. So what is the application of clothes?

Dressing is a hot topic on Xiaohongshu, so this is one direction.

In addition, today's users need guidance when purchasing products, which is why live streaming has become so popular in recent years, and dressing up is a good way to guide them.

If you don’t know how to dress, I can teach you here; if you see an outfit that looks good, buy it.

The content direction is determined, but it can be further subdivided, such as girls' outfits, summer outfits, tall people's outfits, etc.

Although segmented, there is no conflict. After all, there are many ways to monetize, and continuous content output is required. Therefore , I do not recommend that a novice position himself in a segmented field. It is best to use the segmented field as a content output point.

My focus here on clothing is matching. If you have a better way, you can try it. When you promote your account and bring value to users, users will come naturally.

In addition to selling clothes, you can use reviews for beauty and cosmetics; you can use travel guides for tourism; you can post beautiful pictures for travel photography (everyone loves beauty); and you can use practical information (food recipes) for food. There are always several directions that are suitable for different fields.

Logic 2: Exposure → Conversion

Promotion requires exposure, and traffic requires conversion. In new media, the main factor affecting exposure and conversion is content.

Content presentation format:

(1) Graphic Notes

(2) Video notes

(3) Live broadcast

OK, all you have to do is post notes or do a live broadcast.

I have already talked about how to make a high-quality note. In the end, someone still asked me: Why the notes are not popular, why they don’t attract users, etc.

Is it because my knowledge is too poor, or is it because you guys just didn't understand?

No one is wrong. It all takes a process. When I was a newbie, I was not as good as you.

There are only two problems with people looking for me:

One is pictures, unprocessed, watermarked, or using someone else's pictures...

The second is the text part. The naked advertisement left me speechless...

For the content, continue to refer to the previous cases and previous articles. The content cannot be achieved overnight. Follow the example of similar big accounts and take a look at the details of other people's image processing and copywriting, especially those notes that have been popular.

Image production software: Meitu, Tiantian Ptu, Huangyou Camera, etc.

It is not difficult for a high-quality note to gain exposure, and it is only a matter of time before it becomes popular.

As for the fact that there is exposure but the conversion effect is not ideal, one reason is that the content does not match the positioning, and the other is some details that require long-term testing and optimization.

Just like advertising on TikTok, preparing a few videos, although experience is useful, if it is not tested multiple times, the results may have large deviations.

Of course, I know that many people read content related to traffic generation and making money, mainly because they want to take shortcuts.

There are shortcuts. For example, if someone doesn’t know how to create content, they just create accounts in batches. The content may be poor or even very poor, but with many accounts, there will always be exposure.

If it doesn't work, just brush the data again. This is very normal on all platforms and is indeed a shortcut. It just depends on the quality of the channel. Otherwise, if it is detected, the flow will be restricted or the account will be blocked. Of course, in the end it may result in a blockade. This is a way of playing at the cost of destroying the account.

As for a way that is simpler and quicker than this, I'm sorry, I don't have one, and I won't tell you if I do. Otherwise, how can I make a fortune in silence? ? ?

Let’s talk about exposure and conversion. If you have a purpose and want to focus on exposure so that more people know you and understand you, then you don’t have to consider conversion first, but instead find ways to increase exposure.

Just like those hypes (Internet celebrities, stars, companies), they will do anything to become popular, first increase their popularity, and then slowly consider conversion.

If you want to focus on conversion, then exposure is also the basis, but more energy should be put on conversion. For the same amount of exposure, sometimes the difference between 1% and 2% conversion rate can be huge.

2. Enterprise Account Operation and Promotion

It was called brand number before, all are the same.

The logic of corporate accounts and personal accounts is the same: content, exposure, and conversion.

The difference is that enterprise accounts are certified, have more features, can create brand topics for promotion (which costs money), and have more content sources.

1. Brand topics

Only enterprise accounts can create topics. To create a topic, you need to increase the popularity of the topic and let users participate in it, so as to achieve the effect of promotion and traffic generation.

The problem lies in how to increase the popularity of the topic, which is mainly done through activities, and by getting KOLs and celebrities to participate, by including relevant topics when posting notes, and then by attracting ordinary users.

Therefore, the final effect depends on how much budget the company can allocate and its event operation capabilities, etc. In addition, only corporate accounts can use prizes to induce users.

2. Sources of Enterprise Account Content

(1) Original creation;

(2) Invite users to create works, which can be displayed on their personal homepages;

(3) User authorization becomes an official note.

Therefore, corporate accounts need to pay attention to building their personal image and never act aloof. Instead, they need to get closer to their users and fans.

Just like the recently very popular account "Sichuan Observation", it was just like traditional media at the beginning, aloof, without any personality, and no one read it. Later, he changed his style so that he could play memes and interact with fans, and mass-produce content (not all original). He now has tens of millions of fans.

In general, the logic is the same, and you need to learn to use the extra functions reasonably.

3. Advertising

This is a shortcut for rich people and the results are quick.

There are two types of advertising. One is to spend money to buy traffic, which requires applying for a corporate account.

The second is to cooperate with users. There are also two ways of cooperation. One is to find brand partners for brand cooperation, and the other is to directly find bloggers to place soft-text advertisements. The difference is that the former is officially allowed.

Then there is the purpose of advertising, whether it is mainly for exposure or for sales and conversion.

If exposure is the main concern, then you can look for bloggers in the general field or entertainment field who have many fans and large traffic; if sales and conversion are the main concern, then you still need to find professional sales bloggers and bloggers in the same field who have more vertical fans.

The above is Xiaohongshu’s promotion method and logic. Most people choose personal accounts, but personal accounts are difficult because of the content, and they always want to take shortcuts.

I was the same before, but now looking back, there are no shortcuts. They are all feasible methods, each with its own advantages and disadvantages.

at last,

On the road to mental maturity, any attempt to take shortcuts will make you pay a greater price in the future.

Author: Tianwenge

Source: Tianwenge (L836250382)

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