What kind of Xiaohongshu account needs to invest in French fries? How to vote?

dou+, becoming popular on Weibo, is equivalent to paying for exposure for your current notes . Note that we are talking about exposure here. What does exposure mean?

That is to say, it is pushed to the user's mobile phone. For example, the user's recommendation page is swiped, but whether it is clicked or not has nothing to do with Xiaohongshu. Xiaohongshu only ensures that your notes are swiped by users, and each swipe counts as one exposure (repeated readings by a user do not count as multiple exposures), and the specific click situation is what we call the delivery effect .

Currently, French fries are still in the internal testing stage of the platform. Only bloggers who have been officially invited or applied for by MCN can put French fries . Individual users who have not been selected cannot use them for the time being.

However, enterprise accounts can apply for French fries permissions through the following channels: Enterprise Account Center - Upper right corner of personal homepage - Marketing Conversion - French Fries Promotion. Currently, 99% of them have been opened.

01Under what circumstances can you throw French fries?

Since Xiaohongshu has become a kryptonian app, members of the Zero Gram Club have lined up to ask me one by one:

“Do I need some chips?”

“If I recharge, will Xiaohongshu increase my account weight?”

“When is the best time to buy French fries?”

"Can I still buy French fries with my old notes?"

…

There are too many questions like this, so it is necessary to come out and speak from my own experience. In my opinion, what kind of users are suitable for buying French fries?

1. New Account

2. Accounts that have not been updated for a long time

3. Current limit period (but the account must be in normal status)

4. Accounts with uncertain content direction

5. Drainage

The new account sounds a bit contradictory. The new account is suitable for investing in French fries, but the new account system does not give the new account relevant permissions for French fries. How to invest in French fries? Normally, it is very cost-effective to invest in French fries for a new account, because it can bring about its own growth at the fastest speed. Normally, an account must be updated steadily and stably for a period of time, and when the account weight + note quality are both ok, the notes pushed out can achieve better results. For a new account plus French fries, you only need to consider the quality of the notes, and you don’t have to worry about the weight of the new account. However, the new account does not have French fries permissions, so this rule is for enterprise accounts .

It is not difficult to understand why an account has not been updated for a long time. I have seen many bloggers who work for two days and rest for a month, and then come to me and ask me why her notes have no traffic. It would be a miracle if there was any traffic. Therefore, this type of account is also suitable for using French fries. The essence is that the account weight is too low and the notes will not be pushed to so many people.

There is also a flow-limiting period (but the account needs to be in normal status). There are too many definitions of the account status involved, which may be difficult for everyone to understand. Simply put, we divide the account into two states, normal and abnormal. In the normal state, there are high and low weights. In the abnormal state, that is, the punished state, the traffic cannot be good, which is equivalent to the violation period. So the flow-limiting period we are talking about can be defined as a low weight in the normal state . Do you remember what we said before? If the account weight is too low, the notes will not be pushed to so many people. Then French fries will naturally be the savior. Break through the account weight problem and buy exposure directly.

The last one is a little different from the previous ones. It is an account with uncertain content direction . It is mainly used for testing. An account actually has a very long life cycle, and the content should be adjusted at different stages. So we usually do an A/B test. We post a random content, and because of system recommendation problems, the content may be more likely to be seen by existing fans or pushed to the wrong group of people. Therefore, the notes on our test direction may have poor results. Is it really that bad at this time? Not necessarily. It could also be the problems mentioned above, but the consequences may cause us to miss the opportunity for a new direction. So what if the effect is good? It could also be survivor bias, which may not actually be suitable for your content. By the way, speaking of survivor bias, I have to say a few more words. Some bloggers came to me and asked me why they saw “many other” bloggers with public accounts in their notes. I asked them how many had they seen? Why are there so many definitions? At this point, I was at a loss for words. This is a typical survivor bias. The number of people who left their official accounts is just a few and has no reference value.

Back to the topic, French fries are also suitable for my A/B testing because French fries can filter the population according to their needs and observe the user feedback effect .

The last one is more direct and more suitable for corporate accounts. If the corporate account advertises French fries, more people will see it. If the content is good and generates a better conversion rate, the deal can be made by leaving contact information in a private message. This step can calculate the ROI. You can always figure out how many customers you can bring in by spending 100 yuan. If it is cost-effective, continue to invest. If it is not cost-effective, continue to optimize the effect. There is nothing much to say.

02How to use French fries?

Although the French fry delivery operation has been introduced in the previous article, here we will give a brief explanation of several options for French fry delivery. Choosing different types of items will also affect the effect of our subsequent delivery.

(Specific page for French fries delivery)

1. Raised expectations

Expected lift is also known as delivery target, and there are two options:

① Notes reading amount

② Number of fans

The first is to increase the exposure of a single note to obtain better reading data and interaction data for a single note; the second is to improve the fan data of the entire account.

2. Duration of delivery

Currently, there are relatively few delivery times available for French fries, namely: 6 hours, 12 hours, and 24 hours.

3. Target audience

The target audience can be determined based on the system's intelligent recommendations, or you can customize the selection based on your own specific target audience portrait. Among them, the system's intelligent recommendations are generally recommended to fan groups of bloggers in the same field, because the preferences of this type of group often overlap.

4. Expected increase in exposure and amount of investment

The expected increase in exposure is related to the investment amount. The higher the investment amount, the higher the exposure.

However, one thing that needs to be noted here is that the expected increase in exposure must match the duration of the delivery, especially in the case of small orders. The smaller the total exposure, the smaller the exposure per hour. The data will be very random and will result in insufficient exposure to match the exact audience.

For specific delivery duration and expected exposure improvement combinations, please refer to the official recommendations:

03How to vote for French fries ?

After understanding the above basic content, we can place French fries according to our needs. However, if there is no better distribution plan or you have never practiced French fry distribution before, you can also refer to the following specific French fry distribution strategy.

However, we must be clear about what problem French fries solve for you. French fries solve the problem of your lack of traffic, which means that other people cannot see your notes, which is a problem that French fries can solve. But even if you spend money to buy traffic but no one clicks on it or interacts with you, it has nothing to do with French fries ! ! !

After clarifying this meaning, you must know that in order to ensure the effect, we must solve the quality of notes after we have the quantity, so that users can click and pay attention to us.

Step 1 Test content

The first step in launching French fries should be to determine whether the title of your note’s first picture, overall account positioning, and content are liked by platform users. This step is especially indispensable when we are not sure about our own content.

Content testing consists of the following two parts:

• Note first picture and title
• Account homepage content (account positioning)

1. Test the first picture and title of the note

After the French fries were released, related notes were exposed in large numbers in the information flow of platform users. How can we get users to choose to click on this note among thousands or tens of thousands of notes? The first picture and title of the note are very important. So, first of all, when we put up French fries, we need to test the title of the first picture, unless you are very confident.

Specific delivery strategy:

Use a small account to prepare several sets of first pictures and titles in different styles in advance, place corresponding French fries according to the budget, and select "Note reading volume". Then check the exposure and reading data of different notes and calculate the corresponding click-through rate (click-through rate = reading volume/exposure volume) .

The average click-through rate of the platform is around 7%, and notes with better performance can reach around 10% . You can choose the most appropriate first image and title style based on this data.

2. Account homepage content (account positioning)

After a good note is exposed, it can not only increase the number of fans, but also attract users to browse the account homepage to judge whether they like the content of the account and whether they want to follow it. The content of the account homepage, account positioning and overall account value become the key factors in whether or not the account can increase its followers. After we perfect the first picture and title of the note, we should also test and improve the content of the account's homepage.

Specific delivery strategy:

The official data shows that the average fan-adding/homepage viewing ratio is 13%, while the homepage viewing fan-adding rate when investing in "fan attention" is 22% . By comparing the follower-adding ratio when you usually post notes with the official data, you can know whether the content of your homepage and the positioning of your account are liked by most platform users. You can use this as a basis to make modifications and improvements before proceeding to the next step of posting notes.

Step 2 Increase the overall reading volume of notes

After completing the first two parts of adjusting the notes and account content, you can increase the delivery of French fries. At this time, the purpose of the delivery is no longer the data effect of a single note, but to improve the note data of the entire account and create a high-quality account. If the data of some notes is not good, you can also increase exposure and improve the data of some notes by placing French fries. However, for different note data, the specific delivery strategy for French fries is also different.

• Low note reading volume - Put "note reading volume"
• Note interaction data (likes, favorites, and comments) is low - use "Fans attention"

Why are these two delivery strategies different? Because the two types of delivery projects, "note reading volume" and "fan attention volume", target different promotion groups.

The promotion group that chooses "Note reading volume" is the users who are willing to read more notes, while the promotion group that chooses "Fans following volume" is the people who are more willing to interact with the blogger and comment on the notes . Therefore, if you want to increase the interaction data of your notes, you must choose "number of followers" as your delivery target.

Step 3 Increase the number of fans

After completing the above two steps, I believe you will have a good account. But if you are still not satisfied with the number of fans, or still want more fans, how should you distribute French fries?

1. Precision delivery

When selecting "number of followers" for delivery, customize the delivery group based on your content audience. For example, if you are an affordable beauty blogger, you can set the promotion target group to “women under 27 years old”. The more targeted the target audience is, the higher the possibility of them becoming fans.

However, it should be noted that for categories such as beauty and maternity products that do not have clear geographical restrictions, it is best not to set the delivery region, otherwise the delivery effect will not be very good. On the contrary, for activities with a specific region, such as food tourism, this item can be added.

2. French fries + lucky draw

Some people have misunderstood the meaning of this title. In fact, French fries cannot be placed in lottery notes or any business notes , so my title means to attract traffic through French fries;

For example, you can pin a lottery note to the top and use other types of traffic-generating notes to encourage users to click on your homepage. This type of placement often covers a wider audience. You can also add "follow the account" to the lottery conditions. Users will be attracted and want to win prizes, and you can increase a lot of fans at once.

However, if the quality of the account content is not improved or the fan group it attracts is not interested in this type of content, fan loss will be more serious in the future.

The above is some information about the French fry distribution strategy. However, if you still don’t know about where the French fries are and the specific process of placing them, you can also take a look at our previous article: Xiaohongshu’s “French Fries” has started internal testing! What do French fries look like? How to use French fries?

Finally, although the notes can obtain better data by placing French fries, it is only icing on the cake. Whether it can become a hit article still depends on the content of the notes, especially how to create a title for the first picture of the note with a higher click-through rate and homepage content that is easier to attract fans in the early stage. These still have to be done by ourselves. After all, the content and quality of the notes are the key.

Author: Mr. Elk Sky

Source: Mr. Elk Sky (milusir94)

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