5 factors that influence the price quotes of bloggers on Xiaohongshu

I have talked to you about the topic of monetization of Xiaohongshu accounts before. There are generally two ways to monetize on Xiaohongshu:

The first is to monetize traffic, which is to direct users with purchasing intention attracted on Xiaohongshu to external platforms such as WeChat and Taobao stores, and monetize through users' actual purchases; the second is account monetization, which is to use the blogger's own influence on the platform to help brands and merchants promote and advertise their products.

Among them, the second method of account traffic monetization is also the easiest way for Xiaohongshu bloggers to operate and implement. Most bloggers also make money in this way.

However, some friends only know that if they want to get promotion, they need to have fans. The more fans a blogger has, the higher the promotion quotation. But in addition to the number of fans, what other factors will affect the monetization of our account? How can we improve our business quotation?

First, let’s look at the criteria for setting promotional quotations:

Generally, you can think of pricing this way: one-tenth of your own fans is considered a high price.

① If your data performance is not good, reduce it by 20-30%

② If your content is unclear and messy, reduce it by 20-30%

③ If the entire article seems to be marketing content , subtract another 10%

④. If the brand thinks your content is not suitable enough , you should also deduct 10-20%

Secondly, for bloggers who accept promotion on brand partner platforms, the official quotation reference standard is based on the average number of readings of personal data pages, with each reading ranging from 0.1 yuan to 1 yuan , and the quotation is formulated in combination with their actual operating conditions and categories.

From the above quotation formulation standards, we can see what are the factors that generally affect bloggers' business quotations?

01Account followers

First of all, of course, it is the number of fans of the blogger. Generally speaking, the higher the number of fans an account has, the higher the quotation will be. However, it is not only bloggers with many fans who can take up promotion . Accounts with only a few hundred fans can also take up promotion, but the quotation and commission will be lower.

In addition, there will be relatively few brands that will contact you proactively, so you need to take the initiative to contact channels and brands to look for cooperation opportunities.

Some friends may think that as long as I have more fans, I can set a higher quotation and earn more. However, this is not necessarily the case. It still depends on the type and positioning of the account, the number of note readings, and the fit with the brand. You can continue to read on for the specific details.

02 Account positioning

In addition to the number of fans, another factor that has a great impact on account monetization is account positioning.

When brands are looking for cooperative accounts, they will definitely look for accounts with the same or similar audiences as their own brand , because the fans of these accounts are also likely to be potential consumers of their products, and the chances of converting them into actual buyers are also relatively high.

To give a very simple example, it is impossible to find bloggers who sell practical learning materials to promote maternal and infant products, because most of these bloggers’ fans are students or new employees. It is completely unnecessary for them to buy maternal and infant products, and the conversion rate is certainly not high enough.

Therefore, when we decide to become bloggers and hope to realize cash through promotion, we need to seriously consider whether our account positioning can receive promotion and whether it is easy to realize cash . If the account positioning is not accurate, it will be difficult to get brand cooperation opportunities even if the number of fans and reading volume are good. This is the case with accounts such as film and television entertainment, movie editing, and video transfer.

So what types of accounts are generally easier to collaborate with brands?

For example , accounts related to life, studying abroad, store exploration, beauty, and mother and baby all have relatively high monetization capabilities . You can also easily integrate advertisements into your notes without violating the blogger's style.

(A beauty blogger with good data, click on the picture to jump)

However, it is more difficult for accounts like tutorials and movies, because it is not easy to include product sharing content in regular notes. It is easy to be seen as advertising, which is inconsistent with the content of the account itself.

Of course, what we are mainly talking about here is the promotion monetization method. It is difficult to say about other monetization methods such as attracting traffic, etc.

03 Content verticality

As mentioned above when formulating the cooperation quotation, if the cover is messy, it will affect the specific price. In fact, this is the requirement for the verticality of the account content.

If the content of an account is highly vertical, the blogger's fans will be more sticky, because they are all very interested in this content and are willing to watch this content for a long time. The probability of actually purchasing the product will also be greater. Brands will of course be more willing to cooperate with accounts with high vertical content that are in line with their own brands.

As mentioned before, accounts with high content verticality can reduce users' memory decision-making costs and will be more likely to attract fans' attention. Therefore, when we operate our accounts on a daily basis, especially when posting advertising notes, it is necessary to think about whether it is in line with our account positioning, whether the promoted products can be integrated with our note content, and whether it will affect the verticality of our content .

(Notebook cover example)

In addition, in addition to outputting only the same type of note content as much as possible, try to unify the cover types of your notes . For example, use the same cover photo template and choose the blogger himself to appear at the same angle. This can also visually improve the verticality of your content, and it is also a very easy to operate method.

04 Note data

In addition to the number of followers of an account, another thing that can be seen intuitively is the various note data of the account, including data on readings, likes, favorites and comments . Before cooperating with a brand, you also need to show these data, such as the number of readings, to see the specific quotation and decide whether to cooperate.

It has also been mentioned in previous public accounts that the previous revision of Xiaohongshu adjusted the reading data of notes: in the note information flow, in addition to the number of likes on the notes, users can also intuitively see the number of readings and playbacks of the notes; even in the search bar, searching for the blogger's name can see the relevant note data .

(The number of video views that can be seen)

However, it seems that this content has been cancelled recently, and now the relevant reading data of video notes can no longer be seen. It is not known whether it will be updated or reappear in the future. But it is indeed a wake-up call for Xiaohongshu bloggers. It is unreliable to simply rely on brushing data to improve note data and increase note quotations .

So how can we improve the note data so that more people can see and like our notes? There is no other way, I still have to find a way to write my notes first, content is king .

05 Tonality fit, true sharing

These two points are mainly about things that need to be paid attention to in daily cooperation with brands. When creating the content of the cooperation notes, you must pay attention to matching the brand's product tone and integrating your usual personality and brand characteristics. It is best to make real sharing after truly experiencing the product, and combine the usage experience to objectively introduce the product .

For example, if a blogger mainly shared affordable products before, or if his previous notes were all about visiting Pinduoduo and 1688 stores, suddenly shared reviews of several big-name foundations, it would definitely not be very realistic. It would be better for him to talk about how to buy big-name cosmetics cheaply. Such content would be more suitable for the previous blogger's personality.

Don’t just write random content to promote your brand’s selling points . Not only will it look out of place in your usual notes, but the brand and actual platform users will also find the content stiff, meaningless and unoriginal. It won’t look like a good collaboration note.

Of course, the factors mentioned above that affect bloggers’ business quotations are mainly some bloggers’ own internal factors , but in addition to these, in the process of business cooperation with brands, there may be some external influences, such as trying to choose a reliable promotion channel and carefully identify the authenticity; or choose a reliable MCN agency, such as our Zero Gram Interactive.

Well, the above is the main content of today. If you have any questions about the operation of Xiaohongshu, you can also leave a message in the comment area~

Author: Mr. Elk Sky

Source: Mr. Elk Sky

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