How to promote Xiaohongshu

With the continuous development of the Internet, there are more and more ways to promote online. Xiaohongshu is also a very popular app in recent years. Brands and businesses all want to seize this wave of promotion opportunities. I have also written a lot of knowledge about Xiaohongshu operations, from accumulating fans, to grass-planting operations, from daily monetization to hot-selling operations. Today I’m sharing some knowledge points, which are some advanced gameplay methods that I’ve summarized recently.

With the continuous development of the Internet, there are more and more ways to promote online. Xiaohongshu is also a very popular app in recent years. Brands and businesses all want to seize this wave of promotion opportunities. I have also written a lot of knowledge about Xiaohongshu operations, from accumulating fans, to grass-planting operations, from daily monetization to hot-selling operations. Today I’m sharing some knowledge points, which are some advanced gameplay methods that I’ve summarized recently.

When we mention Xiaohongshu, we may think of recommendations and recommendations. It feels like a friend has discovered something good and shared it with me. This community atmosphere of recommendations from acquaintances makes Xiaohongshu the most worthy place for word-of-mouth and promotion. Because consumers may not believe in business advertisements, but they are more willing to believe in recommendations from acquaintances.

Moreover, the majority of users of Xiaohongshu are those born after 1990, 86% of whom are women. Consumers have a strong desire to buy, and when they see good products shared with them, they are very likely to buy them.

Xiaohongshu promotion is very necessary. There are roughly two situations for Xiaohongshu promotion:

The first type: Companies that need to build a brand: use Xiaohongshu to gain exposure and create real word-of-mouth among product users.

The second type: companies that have opened stores on Tmall, JD.com, and Vipshop: Because Xiaohongshu currently focuses on promoting products , although it can bring some sales, the core point is not here, but in promoting products and achieving better conversions on other platforms through promoting products. The core reason why people are willing to pay for promotion on Xiaohongshu is that compared with Taobao Through Train, the promotion cost is lower and it is easier to generate ROI. In addition, brand words, product keywords and grass-planting content will be on Xiaohongshu and even included in Baidu, and retained for a long time, thereby improving the product's sales conversion rate.

Although Xiaohongshu is recognized by the industry as the most effective community promotion platform at this stage, its professional popularity is not high, and it is not easy to do a good job in Xiaohongshu. According to our team that manages Xiaohongshu, we have summarized some experience and would like to share it with you.

Little Red Book Rules

This is an old question. If you want to operate Xiaohongshu well, you must understand the rules so that you can operate it better.

The Xiaohongshu community rules can be summarized into three major rules :

1. Fairness Mechanism

2. Monitoring Mechanism

3. Detection mechanism

Fair mechanism: Because there are too many notes produced on Xiaohongshu now, 5-6 notes on the same topic may be generated in one second. In order to avoid the ranking of notes fluctuating too quickly, Xiaohongshu has set up delayed ranking updates. This is why it takes ten days or half a month for the notes we put out to see the top effect.

Monitoring mechanism: After the notes are posted, it will monitor the authenticity of the sources of likes, comments, and collections, as well as whether your article is original or copied from others. As long as there is a problem in any of these dimensions, the platform will not recommend it.

Detection mechanism: refers to whether the article contains any illegal behaviors such as guidance, inducement, and marketing. If the number of violations reaches a certain level, Xiaohongshu will comprehensively restrict the exposure of content related to the brand, and in serious cases, the account will be blocked.

By the way, let me talk about Xiaohongshu’s recommendation mechanism:

The notes will first enter the public domain, and the platform will expose them according to the user's preferences. For example, people who like beauty will see notes about cosmetics, people who like food will see notes about food, and people who like travel will see notes about travel. If the account you choose is of high quality, then the notes will be recommended first and will have greater exposure.

When a note has a high click-through rate within a certain period of time, Xiaohongshu will recommend it to more people, and the note will be more likely to be pinned to the top.

Someone asked me, if I rely on interactive click-through rate to get to the top, can I buy data? In fact, Xiaohongshu will also look at the time the user stays on your note. In other words, the longer the user looks at it, the more valuable it judges your note to be. The data you buy is usually generated by machines, which is of no help and prone to violations.

If Xiaohongshu wants to become popular, you must understand its ranking. Let me start with the basic operations:

1. Cover Image

In order for the homepage to attract people, the first picture is very important. Today's society is an era of appearance, so the facade must be well done.

Then combine it with some appropriate technical improvements and wait for the data to be improved.

This will naturally attract other people to watch.

Of course, the content must also be eye-catching.

2. Title Optimization

The title is an important basis for whether you can be searched.

The title is very important. If the homepage is the facade, then the title is a stepping stone. Don’t underestimate the role of the title and don’t name the title casually.

Since the system will recommend your notes to search users based on your title, this is very important for the chance of your notes being searched.

3. Keyword layout and content optimization

Each article topic revolves around only one keyword

Users search for the content they want using keywords, and when Xiaohongshu collects notes, it only collects the keywords at the beginning and end.

If the keywords of the note are arranged reasonably, then its ranking will be at the front. The higher the ranking, the more people will read it. Over time, the ranking will naturally get better and better.

The notes must be highly professional, and the shared notes must have highlights and be valuable, and they must really bring more or less help to the users who read the notes. In this way, the notes written are rich in content and practical in methods, and the ranking of the notes will definitely not be low.

4. Label Optimization

The system will recommend it to users who frequently read these keywords through tags. For example, if you recommend a facial mask, the system will automatically recommend it to users who like skin care.

So increase the distribution of tags in your notes, which affects the amount of reading of your notes.

5. Account weight optimization

Account weight is closely related to the number of fan reads, likes, collections and notes.

The higher the level, the better the account weight will be than the low-level account, so naturally the notes will be ranked at the front.

Why can the keywords in Xiaohongshu make the notes rank higher? Suppose when we want to buy a facial mask, we will search for facial masks on Xiaohongshu. The search engine will automatically extract the keywords in the notes and feedback the notes containing facial masks in the article to us.

Tell us all the notes that contain content about facial masks, and we will naturally read these notes based on the recommendations given by Xiaohongshu. In such a review, the ranking of these notes will naturally gradually move up.

When your product is in the front and back, in order to achieve long-term and stable traffic operation, you have to work hard in the following aspects:

1. Total number of notes

2. The number of new notes added at regular intervals

3. Number of Hot Articles

[I divide hot articles into two categories: ordinary hot articles and top hot articles. Ordinary popular articles refer to the popular articles that ordinary amateur accounts can achieve through various careful operations. (Temporarily defined as less than 1,000 fans, which may not be accurate) The top hot articles refer to the hot articles that are impossible to achieve by promoting with amateur accounts, such as the number of likes and collections, with a minimum of nearly 10,000 and thousands of comments. 】

4. The number of likes, comments, collections, etc. of the most popular articles

I will explain these four solutions in depth.

1. Total number of notes

Question 1: How to determine how many notes to post to get to the top?

Regarding this, no matter how awesome the operation is, they cannot tell you the definite number, because they need to adjust the test based on the overall operation outline while adjusting it according to the current results, so as to maximize the effect of every penny spent.

Because product quality, cost-effectiveness, reputation anywhere online and offline, popularity, marketing efforts, etc. will all affect the number of notes published. It is necessary to promote it while making adjustments based on the actual situation.

However, after fully understanding the various situations of the products you are going to promote, as well as the competition for similar products and the same keywords on Xiaohongshu, you can still make a rough estimate.

Question 2: What are the various situations of the products to be promoted?

1. The total number of notes on Xiaohongshu, the popularity of the products that are currently being promoted, etc., can be used to analyze which stage the promotion is in.

2. The competition situation of keywords that users may search when purchasing this product, etc. According to the different products being promoted, the competition situation of keywords can be used to determine the main keywords and product selling points.

3. Product quality, cost-effectiveness, reputation online and offline, popularity, marketing efforts, etc.

4. Current note delivery status of major competitors. This is mainly to measure whether the current time is the best time for promotion. If merchants with stronger marketing capabilities or more money than us are currently promoting Xiaohongshu notes, we'd better avoid them, because this means that the competitiveness of simultaneous promotion will be greater now, and Xiaohongshu is not short of high-quality content related to our products. But most promotion companies will not tell their customers.

Question 3: When a new store is just starting to promote itself, should the notes focus more on quantity or quality?

For those who think that they can launch a product by spending tens of thousands of yuan and it is very cost-effective, the cost is just the tip of the iceberg for them. Of course, they can ignore the cost and directly spend money on quality.

For clients who need to control their budget, I suggest that you focus on short notes of about 300 words in the early stages to increase the exposure of the brand name or product name. As long as the notes are embedded with product names, brand names, and main keywords, 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.

Additional explanation: In the early and middle stages of promotion, there is no need to ask experts for promotion. Just focus on laying out notes, and determine the proportion of short notes and high-quality notes (posts with more words will have a higher weight) based on actual conditions. High-quality posts are very easy to go viral.

2. The number of new notes added at regular intervals

This is mainly for analyzing the promotion and competition situation of current peers and competitors.

This is a targeted analysis based on the results we have learned from long-term operations. Including content analysis, etc.

The basic operational ideas have been perfected, and now I will share some advanced gameplay tips.

1. Create brand drop-down words

Many people may not know what drop-down words are. For example, when a user searches for "breast massager", "beauty trap breast massager" appears in the optional keywords below the search box. In this way, the user sees you at first sight before seeing the information of other competitors, which can help the brand to efficiently attract traffic and conversion.

If you want to achieve brand drop-down words, the key is to see how many people search for this word. There are three core points: one is the note content, the second is the brand keyword layout, and the third is the number of notes.

How do you understand the content of the first note? In fact, it depends on the quality of the notes you put out. If the notes are of good quality and have a strong ability to attract users, there will be many users who want to buy and search for them a lot, and it will be easy for drop-down words to appear. As I mentioned before, the quality of notes requires professional content planning and control.

The second point is brand keywords. In the requirements given to bloggers for their creations, you must give the core keywords of the brand. For example, if the drop-down word I want to make is "Beauty Plan Breast Massager", the blogger's notes cannot be written as "Beauty Plan Breast Massager", or "Beauty Plan Beautiful Breast Treasure", or separate the words.

The third point is the number of notes. The more high-quality notes you contribute, the more people will search for them. Everyone should understand this . Generally speaking, if you want to have brand drop-down words, it is safer to have at least 50 notes, with the top, middle, and tail KOLs and amateurs distributed in proportion.

2. KOL quality upgrade method

This method of play refers to allowing an amateur with 1,000-5,000 fans to achieve the effect of a small KOL, and a small KOL with 10,000-50,000 fans to achieve the effect of a mid-level KOL or even a top KOL. The key is to improve the quality of your notes. First of all, screening out high-quality KOLs is a basic requirement. These KOLs themselves have certain creative abilities, and there will generally be no problems with the content. What we need to do is to optimize the notes before publishing, focusing on pictures and some details.

Finally, it takes time to build Xiaohongshu. It took us a long time to accumulate experience and gather outstanding talents to do this well. Only by slowly exploring content operations can Xiaohongshu bring products to the market.

Question and answer section:

Q: I read the rules and understand them, but why was I still violated?

A: I will sort out some common violations for your reference.

1. The promotion notes were written as hard advertisements for businesses. Some friends asked me why I was still judged as violating regulations even though I wrote soft articles. In fact, it is difficult for people who have no experience in content operation to tell whether an article is soft or not. This degree needs to be controlled by professionals.

2. The promotional content contains sensitive words, for example, directly sending WeChat accounts, repurchase, purchase, ordering, price, how much, Taobao, Tmall, JD.com, Suning.com, bought, APP, other AAP matches and other sensitive words involving purchase and traffic, and telephone calls are not allowed to involve, making money, part-time jobs, various price cuts, event benefits, discounts and other misleading words.

Marketing terms such as "strongly recommend", "Amway", and "buy now" will also be restricted.

3. You cannot use lucky draws and welfare activities to induce attention/likes/collections/comments~

4. It cannot contain misleading information, such as making appointments at physical stores, directing customers to make purchases on Tmall or JD.com, etc. Whether users go there is a personal choice, and your content cannot guide them there.

5. Avoid including product names and brand names in the title.

Question: Why is the reviewer so unfriendly to me even though my copy is pretty good?

Answer: The writing method of Xiaohongshu is slightly different. I have summarized some knowledge blocks for review and hope it can help you.

1. Whether you are writing according to the writing requirements, whether you are deviating from the direction, etc.

2. Article logic. Generally speaking, as long as the KOL is selected well, there is no need to worry about this, as the blogger has basic business capabilities.

3. Whether the selling points are written correctly does not depend on whether they are written in full, but whether the core selling points are written and whether they are written correctly.

4. Are the first picture and title attractive? Is the title beautiful enough?

5. Topic selection: give the blogger a topic of his or her choice.

Author: Tingchao Yige

Source: Tingchao Studio