3000 words revealing the secrets of advertising on Xiaohongshu!

When it comes to the most popular APP in 2019, Xiaohongshu must be mentioned. 2019 is a key year for the commercialization of Xiaohongshu. Various businesses have also noticed its strong ability to promote products and have set their sights on this blue ocean.

But faced with such a brand-new platform, I’m afraid many people will be confused. How can they make good use of Xiaohongshu and give Party A a satisfactory answer? Pay attention to the lecture! The full process of Xiaohongshu advertising begins!

1. Preliminary preparations

First Ring: Crowd Insight

Whenever a new client comes in contact, the first thing the optimizer does is to conduct a brand analysis of the client and develop a professional marketing plan. As the Xiaohongshu platform continues to mature, it has become difficult to attract users with the same old advertisements. Only by understanding the brand value, grasping the consumer pain points, and combining the platform characteristics with the client's brand can we develop the most suitable delivery plan for the client.

For example, the retail brand MINISO uses Xiaohongshu to promote its makeup line products, focusing on affordable and practical domestic products. It is recommended to focus on the student group on Xiaohongshu.

Second Ring: Note Optimization Direction

1. Topic selection

Different topic selection directions need to be provided according to different brand tones and customer needs.

Take hair care brands as an example. Generally, these products have clear functions. In order to highlight the product effect, the Amway notes with strong personal feelings of before and after comparison have a strong effect of planting seeds. Comparison and evaluation of multiple products can highlight and promote products from different dimensions, making it easier for users to be convinced. Humans are sensory animals, and only persuasive topics can be successfully used.

Although the topic selection directions are different, there is one golden rule for everyone: with a good entry point and carefully prepared content, the quality of your notes will never be too bad.

2. Adjust the first picture

The first image can be a carefully designed text title image , a multi-product collection image , or a comparison image with significant before and after usage . It cannot be a single product headshot, nor a picture of a single product being held in hand, or a KOL selfie, because these types of materials are essentially invalid information, user perception is poor, and it is not conducive to in-depth product promotion.

On the Xiaohongshu platform, users’ goals are very clear, which is to search for products that will be of great benefit to them. For example, in the lipstick note below, since the keyword is lipstick, the color and texture of the lipstick product should be highlighted to allow users to receive key information. Therefore, after the header image was changed to a lipstick color swatch puzzle, it became more attractive to users and the delivery effect was better.

The note header directly shows what it is and what you can get by clicking it, making the user's click behavior result-oriented and easier to attract attention. We can use a brand evolution to prove to you that the role of the header image is beyond your imagination.

3. Keyword layout

Product word:

The search volume for keywords in major product categories is relatively large, and they are also the core competitive keywords of various brands . Taking the hair care brand as an example, words such as "anti-hair loss" and "shampoo" can increase the mention rate in the first paragraph of the note. Relatively dense display can also help increase the display volume of the note and attract users.

Hot words:

The implantation of popular keywords in Xiaohongshu can also help improve the exposure and quality of notes , but it needs to be combined with the usage scenarios of different groups of people, such as "travel", "skin care", etc.

4. User Interaction

High interaction can effectively improve the quality of notes and subsequent conversions.

The article title must contain the core keywords of the product, which can be the product selling point or the major category of the industry. Note that the entire article should be written around one keyword. Do not set multiple topics to avoid distracting users' attention and increase the exposure of the notes and subsequent user interaction.

Among the likes, collections and comments on Xiaohongshu, the comment weight is the highest, so actively replying to users' comments can also help improve the quality of notes and bring more weight and conversions.

2. Advertising practice

The most popular ads on Xiaohongshu are search ads, including community searches and mall searches . Xiaohongshu is a sharing community with a very strong ability to promote products, and the community search format will gain more high-quality traffic.

Ads ranked 3rd, 13th (and so on) in community UGC can attract a lot of targeted traffic. Community search ads can be placed in notes to use the advantages of influencers for soft promotion, or placed in H5 with a native style to facilitate sales, or directly use product cards to achieve rapid conversion using the shortest link.

According to the platform attributes of Xiaohongshu, expert notes are more easily accepted by users than brand notes. They mainly rely on the accumulation of the expert's own fans and the copywriting ability of the native notes to spread word of mouth, making the advertisements native and easier to be accepted by the public, with high exposure and good conversion. Therefore, expert cooperation notes are the first choice in search advertising.

In the early stage of delivery planning, we have formulated a delivery cycle and matched the notes with appropriate search keywords. In the mid-term deployment, the first phase is the testing phase.

1. Testing period

1) Search term optimization: by observing the search terms, select the keywords with high click-through rates and eliminate the keywords with low click-through rates for delivery.

2) Optimize bids. The 3rd and 13th high-quality ad positions in community advertising are very important. In order to better expose your brand, you need to increase your bid to keep the high-quality ad positions.

3) Continue to optimize materials and select high-quality notes with better effects (click-through rate between 4% and 7%) from the notes that are delivered simultaneously so that they can continue to be delivered during the stable period.

4) Optimize time periods and optimize delivery in batches during the morning peak, lunch peak, evening peak and other regular time periods.

The testing phase is to better implement the strategy during the period of large-scale deployment, so that every penny spent can be used to the best effect.

2. Stable period

During this stage, it is necessary to maintain accurate and stable keyword delivery and adjust bids to keep the ads at the top of the ad positions. Stabilize rankings and carry out continuous brand promotion.

How to improve ranking?

①Increase your bid

② Improve the quality of creative materials to increase the click-through rate of materials

③Increase the number of creative materials to occupy more advertising space

Tips: The higher the click-through rate of a note, the higher its quality. At the same bid, it will rank higher.

3. Review period

After the campaign is completed, you also need to summarize the campaign to accumulate experience for yourself while demonstrating the campaign results to customers to achieve a win-win situation.

Author: Wei Si Dun

Source: Weishidun Marketing