In-depth analysis of Xiaohongshu's operation and promotion through 7 modules!

This time, we invited a member of the e-commerce circle – Yolanda (Marketing Director of Moody, a new brand of cosmetic contact lenses), to see how she got started through Xiaohongshu, and achieved monthly sales of over 1 million in 2 months after going online on Tmall, ranking 3rd in the industry for single products.

This content is divided into 7 modules + QA:

1. What products are suitable for Xiaohongshu?

2. How does the AISAS model start Xiaohongshu?

• How to identify fake volume?
• Several dimensions of Xiaohongshu data detection

3. How to implement matrix delivery of influencers and amateurs?

• What kind of blogger is good in traffic?
• Where to find PR
• Where to find amateurs

4. How to plan and write good content for Xiaohongshu;

5. Xiaohongshu includes 100% of Dafa;

6. Commercial advertising;

• Advertising Format
• Purpose
• material
• Bag of Words

7. Xiaohongshu live broadcast;

8. Q&A

01. What products are suitable for Xiaohongshu?

Currently, Xiaohongshu has more than 300 million users and 25 million DAU. The average usage time per person is about 25 minutes. 85% of them are female and 70% are born in the 1990s or 1995s. More than half of users can consume goods worth more than 1,000 yuan, and 90% can consume goods worth more than 200 yuan.

If your user portrait matches the Xiaohongshu platform, then it is very suitable for Xiaohongshu advertising. As shown in the picture, here are some of the most popular products on Xiaohongshu, such as candy bath balls, cute lipsticks, and bath salts that look like coffee. Mainly novel, unique and good-looking. Novelty and good-looking are a plus, but not necessarily a must-have.

Summary: As long as the product is not old or ugly, it can be placed on Xiaohongshu.

I gave three examples, namely three Xiaohongshu notes in the personal care products category, cosmetics category, and household cleaning products category.

The first example is Dove: it is a relatively old brand, but its interpretation is very suitable for Xiaohongshu by adding some cute expressions and stickers.

The second example is makeup: makeup is more figurative and concrete. Not only through the appearance of the product, but also through the interpretation of the blogger: makeup tutorials, color tests, demonstrations of direct application on the face, etc.

As long as the blogger is good-looking, he or she can create very high-quality pictures or video materials as a whole, which will increase the click and interaction rate of the notes.

The third example is Jiaqing: People may think that Jiaqing’s brand is relatively old and not very good-looking. But in fact, we can match it with the home scene to create a high-value and fresh way, and then use the form of a list to describe the advantages of our products.

Misconceptions about Xiaohongshu promotion

Many people may think that the bonus period has passed. Let me give you a practical example.

This brand was operated by me at the beginning of the year, starting from scratch. I had not done any promotion before, and the promotion of new brands on the site was also relatively limited. It had two peaks: the first peak was a small explosive article with more than 1,000 interactions, and the second peak was an explosive article with more than 10,000 interactions. It can be seen that the overall keyword and brand word search index driven by it are very significant.

There will always be long-tail traffic in Xiaohongshu’s advertising. If you want to test whether a product is suitable for Xiaohongshu, it is recommended to buy some notes in the early stage of the entire product promotion, and then observe some data on the site, including CPM, CPC, store UV, and conversion.

Many people may wonder how much it costs to run Xiaohongshu. My answer is that it starts from 0 yuan and there is no upper limit. There are free ways to do it and there are expensive ways to pay for it. Overall, Xiaohongshu may be a promotion channel with relatively low cost and threshold among media outside comprehensive sites.

How can new products be launched by placing ads on Xiaohongshu?

First of all, we need to pay attention to the distribution logic of Xiaohongshu.

The first point is that each user has his or her own unique face. Just like Taobao Mobile and many other social media platforms, we can use some segmented tags to optimize content and influencers.

Let me give you an example from my own experience on Xiaohongshu. I have a ragdoll cat. When I searched for how to make its cheeks grow bigger, I found a lot of fat cats. After that, the system kept recommending large-sized cats to me.

After that, I reduced the opening rate of large-size cats and only looked at the puppets, so the next stage was to keep pushing some puppet notes to me. Therefore, Xiaohongshu’s distribution system is very sensitive, and we can seize some segmented tags to better promote our own brands and products.

The second distribution logic is about the data on the overall expansion of the pool. It mainly spreads the pool based on some data related to exposure to reading and from reading to interaction. When the data (likes, comments, reposts, collections) is better, it will spread to a larger group of people. Collecting is a relatively private behavior, and its weight may be relatively low in the interaction.

In addition, the click-through rate will affect whether a note will continue to spread.

This gives everyone an inspiration. We can seize the first half hour to do some real-person interaction as much as possible. There are two points that need to be emphasized here:

• One is the first half hour;
• One is a real person.

Here I would like to share with you an experience in the Xiaohongshu task group. Before, I also thought that Xiaohongshu could only be used to inflate the number of views. There were some WeChat accounts that could be purchased to inflate the number of views, which was the same as inflating the number of readings and interactions on Weibo and WeChat. Later, a friend dragged me into some Xiaohongshu task groups. In addition to sending notifications, it also allows everyone to like each other's posts. Basically, there is simultaneous growth here, that is, some bloggers who grew up at the same time, everyone shares their notes in the group, and then sends out a red envelope. These are real people, relatively speaking.

If you want to do some interactive operations, you can consider this method. Of course this is not the only one, I just want to share it with you

02. AISAS model started Xiaohongshu

Through a relatively classic market model, let’s talk about Xiaohongshu’s current mainstream AISAS.

AIDMA-AISAS

This model was first invented by Dentsu. We can see that from Attention to Interest, consumers become interested, learn about the brand, and then have the desire to buy (Desire). Consumers form an impression (Memory) of the brand, and when there is a suitable purchasing scenario, it is directly converted into action (Action). This is the decision-making and purchasing path of consumers in the traditional Internet era and offline era. When the same information appears countless times in the consumer's world, it will awaken multiple memories, and finally, you will buy this brand when you consume. This is actually a very famous theory of seven times of accessing memory in the Melatonin era.

The model after iteration is called AISAS. The difference is that it has two more Ss, one is Search and the other is Share. In the era of mobile Internet, there are many social media. People will do some searching before buying on Taobao Mobile, so Xiaohongshu has become a product search platform.

In addition, there is the sharing session. After purchasing, many people are willing to post their orders to enrich their notes. Xiaohongshu plays several roles in this model, which are the ones I marked in green and yellow, one is Attention, one is Search, and the others are Action and Share. As for the green part, you can see that its overall DAU or user volume is compared at the Attention level.

Xiaohongshu’s focus is increasingly on two aspects: search and sharing. There are three main entrances:

The first one is the recommendation, which is the default page when you open the app;

The second is search, which is the Search link just mentioned;

The third one is attention. Many people have always emphasized that attention is a very weak entrance of Xiaohongshu, but in fact, it played a very important role in the recent promotion of live broadcasts, which will be shared later.

From the brand's perspective, we need to focus on four aspects:

Expert notes, amateur notes, commercial advertisements, and live broadcasts.

There are two things we can do in the recommendation: one is the popular article notes, and the other is the information flow.

Everyone wants to create a hit article note. If they encounter a brand that is particularly pursuing hit articles, the media will still inflate the volume. When you restrict it, it will become more powerful.

In recent years, some institutions have emerged that claim they can guarantee the rate of popular articles, which is a double-edged sword. There is a certain degree of protection for the brand, but we still need to pay attention to the behavior of inflating the volume.

How to identify fake volume?

1. Look at the data of people in the comment area, such as their likes and collections, to see if they look like they are brushed, that is, very commercial, or if it is basically the same expert who keeps liking them. This is most likely brushed.

2. Read the content of the comments and beware of mindless praise. For example, if you introduce a facial cleanser and say at the end that it is so effective, it will seem fake. There are also some completely irrelevant contents, because when the machine is scrolling, it doesn’t care what your content is, and it says some irrelevant contents that are completely unrelated to the notes.

This kind of thing cannot be 100% prevented. When agencies know that brands will pay attention to the comment section, they will not post comments so often, but will mainly post likes and hide the data of these two interactions.

The second aspect is search. We can operate two things, one is the collection of notes, the other is search term advertising. Regarding the note collection, we see some people saying when sharing that Xiaohongshu should not promote amateurs, and it is no longer suitable for promoting amateurs, as the bonus period has passed.

In fact, it is possible for an amateur to create a popular article, but the possibility is very small. However, I think these amateurs actually play more of a SEO role.

The number of notes posted by ordinary people in the same period of time should not be too large, and the content should not be too similar, otherwise they will easily be put in a small dark room.

The last piece is attention. Live streaming is a new feature launched by Xiaohongshu. Many brands may be testing it. I will talk about it later. This may impact the sharing of some external lecturers. They will say that Xiaohongshu does not have private domain traffic. Actually, I don’t think so. There are two pictures posted below this PPT. The first one is a picture of Taobao live broadcast. At that time, the celebrity Zhu Dan was broadcasting live and sent me a push, which said that Ulike hair removal device would be given away for free.

This is not an advertisement. I’m afraid that you may not see it, so I’m reading it. Another thing is that it says on Xiaohongshu that a live broadcast is in progress, and Tangyuan Wanziye has started. We can see the difference between these two pushes. Taobao Live is more clickbait-oriented.

We can see that he is emphasizing some points that everyone is very concerned about: celebrities + free gifts to attract clicks. Xiaohongshu is more Buddhist and only told me who started the live broadcast. If I were a fan of this blogger, I would click in immediately when I saw he started broadcasting. At this time, the function of private domain would be emphasized more. In fact, fans would pay close attention to someone's live broadcast.

Xiaohongshu currently has several live streaming entrances:

One is the feed of following and discovery; the second is the personal page; the third is sharing with friends through forwarding; and the fourth is push.

In fact, we can see that most of them are based on private domains, so Xiaohong’s live broadcast function actually emphasizes the private domain.

Next, I will share with you the dimensions of Xiaohongshu data monitoring.

First, for the content items, I will look at the note format. For example, for this article, is it a full-text product customization or an implantation? Then we will also break down what kind of content it is, whether it is a collection of multiple products or a makeup placement.

Second, look at the overall product. Each brand has many products. When you pull the table and filter it, you can see the horizontal comparison data of multiple products. You can also see which content of the same product will perform better and which influencers will perform better vertically.

Then we will check some basic situations, including the delivery link, through price, release time, and inclusion. The part about inclusion is what I just mentioned. I will share some details about this later. In fact, I also look at this part every day. If there are any notes that have not been included, I will madly revise them.

Interaction actually means likes, collections and comments. You can ask the blogger for the reading situation. Only the blogger can see it, so you need his screenshots.

If I monitor the second direction from the "business orientation", I might look at three aspects.

The first one is the traffic and sales within Xiaohongshu, because Xiaohongshu has many sources of traffic. But during the period when he emphasized the note community, notes would guide him more strongly. You can log in to the Xiaohongshu backend and Xiaohongshu University to see the overall curve. That is to say, we can see the effect of planting grass through the peak.

Second: We can see Taobao’s single product search traffic, the popular words, and the search index.

The third one is about the notebook itself. I just emphasized the SEO aspect. Look at the overall notes, the inclusion rate of brand words, product words, and category words, step by step. At the beginning, the new brand may focus on brand words, and then extend some category words, and then include product words in series.

Many products have names, so people will try to find the names. In this way, those who come from outside the site can monitor their search index through such a search term.

In fact, the same logic applies when users search for products, and it is also very helpful when we look at the overall revenue rate.

The fourth question. When it comes to the actual operation of the launch, many people actually think that a single point breakthrough is the best. But my understanding of the overall delivery is actually a process from the entire domain to a single point, and then to the entire domain.

In the past, when we placed ads, we would focus on the proportion of overlapping fans among several bloggers. If the overlap was too high, we would delete it. But now, I increasingly feel that actual media placement will have a clustering effect. When users see that many of their favorite bloggers are promoting this product recently, they will pay attention to this product. Of course, you still have to be natural when doing it. If it's exaggerated, everyone will clearly feel that this is an advertisement.

Another thing is the role of repeated wake-up on multiple platforms. Please see the screenshots I posted below, which are some user feedback of my brand Moody.

The first picture, we recently have the same style as Yu Shuxin. A consumer mentioned a store that he hesitated about buying a car from before when posting on Weibo. He marked the same style as Yu Shuxin, and then clicked in to take a look. It was indeed the same style, so he bought all the Girl's Daydream series. This part made us feel the overall contact link. We may have used other social media before to make him aware of the product, but Yu Shuxin was the pusher who made her buy it directly.

There is a real feedback. A consumer thinks that our brand is just a short-lived one, but he has seen it on Weibo, Bilibili, and Xiaohongshu, and he thinks that many of the pictures posted by influencers are very beautiful and he couldn't help but buy them. Below I will post some of the content he collected from various channels.

Generally speaking, consumers do make comparisons and they are active on various social media. We need to reach them multiple times across the entire domain to make them remember my products more among many products. Then, a promoter appears, or when the accumulation reaches a certain level, he will take the next action, which is to buy.

03. How to build a talent matrix

We combine two aspects: MCN and ourselves. Some bloggers are signed with MCN and cannot be avoided.

How do we find a high-quality blogger?

First, distinguish its authenticity, second, look at its overall traffic situation, and third, look at the matching degree of the collection, that is, the verticality of the content.

First of all, regarding the authenticity, there may be some agencies that are not actually MCNs, but they will lie and claim to be MCNs. They will tell you how much money you will get based on the number of fans you have. These methods will more conveniently help agencies and brands communicate and quantify the overall charges. But in fact, we will see many high-quality influencers with small number of fans. This type of blogger is one with good traffic, and the fees he charges himself are actually higher than the average level.

We have contacted ordinary people with hundreds or thousands of fans before, but his likes and interactions, including the screenshots he took to show me his little eyes, were all very high. We recommend investing in this kind of talent, as he has the potential to create a hit article.

What kind of blogger has good traffic?

When agencies are recommending influencers to everyone, or media colleagues are screening, they will pay more attention to data, and will select influencers with overall high likes data. But in fact, the data of most influencers will have ups and downs. When you see that a person's likes are in a very stable range, it is very likely that the number of likes is inflated.

At this time we can make a judgment, because the overall reading is that it is not easy to brush the small eyes, and it is not ruled out that there are some companies or individuals who can do it. However, it is relatively more recognizable than other data, so at this time, it is recommended that you find the blogger to take screenshots and use your eyes to see his traffic situation.

This mentions the misunderstanding of how the overall content can be linked to the product, rather than just looking at the data.

Many people look at the popularity rate of articles. The data of the entire note is good, but it may have nothing to do with them. I posted a picture on the right side of the above picture. He is a PS type blogger who will share some experience in photo editing. Finally, he will mention that he is using our product in the picture, but most of the comments focus on the photoshopped picture. Our product may have left some memory for them, but this memory may be relatively short and weak. Therefore, it is recommended that most people become vertical bloggers.

Where to find pr?

One channel is recommendations from friends, and the other is in the announcement group. In fact, the people who send out the announcements are basically personal PRs, but there are still good and bad people. Everyone still needs to find some people who are suitable for themselves, who are in tune with themselves, and who have their own understanding of Xiaohongshu.

We need appropriate protection fees for the delivery points. Sometimes we find that brand notes are restricted. Around March 15, the traffic of Xiaohongshu was indeed not very good. In addition to the relationship with the platform, there may be daily traffic restrictions. Basically, we have no cooperative brand partners. In other words, we do not pay any fees to the platform.

So, everyone can become a brand partner, or they can become a brand topic.

I have posted a picture here and given an example of a brand topic, which is usually led by a KOL and followed by the participation of ordinary people. But this is an official statement. In fact, once you start a brand topic, that is, after you pay a certain amount of money. These notes that are not from brand partners will be included in this topic, just ask the expert to add them.

After talking about the experts, let’s take a look at the amateurs. As mentioned earlier, it is actually relatively difficult for amateurs to have their articles go viral, and the chance is extremely small, so we still focus on inclusion.

Where to find amateurs?

The first is the announcement group, which is a place where personal PRs gather.

The second is the announcement mini-programs, such as Hongtonggao, Yingtu, Yanshu and other platforms. A friend once told me that he would cooperate with experts by offering product replacement and rewards. The default form of free replacement that I mentioned earlier, if a reward is added, there will be the problem of inflating the volume that I just mentioned. In order to get money, he makes the data look very good, so it is difficult to tell whether it is real or fake.

The last way is to let friends and family promote their own products, or create some accounts by themselves, which is a bit like incubating influencers. However, I believe that many brands do not have the time to incubate their own influencers, and the time or money costs will be relatively high. So if you open an account, you can use it as a way of inclusion.

04. How to write good content for Xiaohongshu

We need to seize the bonus period of content forms. Xiaohongshu's bonus period has indeed passed relatively speaking, but on a more mature platform, we can see that some content forms are very popular for a period of time. Media colleagues must be very sensitive and be able to think of, see, and perceive some corresponding content forms.

In the first picture, you can see a four-square grid of makeup. The four-grid format of makeup is a very early form of Xiaohongshu, and it has continued to this day. Some experts will make some modifications to it, such as making it into a format with two pictures on the top and two long pictures on the bottom, and so on.

In addition, the four-square grid of makeup swatches will also have some upgrades in different eras. This is mainly because some bloggers may have thought of more novel and interesting ways, and then everyone continued and spread them. For example, for a while, everyone would apply lipstick swatches on each of their fingers, and adding some stickers would make it cute and beautiful.

The third picture, starting from a certain period of time, you will see many bloggers taking pictures of the sky and the grass crazily. The overall feeling will be a bit like Instagram, and with some stickers, there will be some deformation accordingly.

The last picture was popular a few years ago. The filters and color adjustments are equivalent to spreading the overall direction of some notes. You can browse Xiaohongshu more often and pay attention to what some successful brands are investing in recently, and you can roughly get a sense of the currently popular content formats.

Second, we only need to focus on two points, either the substance or the appearance. There is a collection method for dry goods. When talking about dry goods, people usually bring out multiple products. Therefore, the title party is very important to increase people's opening rate. Some bloggers will put the title directly on the cover, and some will put it directly in the first sentence.

There is a formula that I have roughly summarized. It is to use quantifiers plus functional demand words, or scene words, or price words, and finally add category words.

Why are there quantifiers? Because everyone is still very sensitive to numbers, this is not only the case on Xiaohongshu. Many people on public accounts may have shared some clickbait headlines, which can be used over time.

The ones in the middle are some directions that stimulate everyone's pain points and itch points, such as functional requirements, scenarios, and prices. Price is actually also a sensitive number, and finally the category is added, which is the category of demand itself. Then the second point is that we need to make ourselves stand out among many products, but we need to strike a balance in our sense of presence. If it stands out too much, people will think it’s an advertisement. When some brands are operating, the collection will definitely be placed in the second picture. If you only have one picture to introduce your product, many people will still perceive it as an advertisement. The recommended approach is to introduce a few more products, but not too many.

Just like the third picture posted above, it will be one of the pictures in many collections and appear in the front position. For example, skin care products can be described in the form of before/after to show its good effects, such as delicate pores. What it looks like before and what it looks like after.

If it is makeup, you can actually do a makeup look, such as a close-up of the eyes, so that everyone can see the effect of the makeup.

Regarding the aspect of appearance, you only need to pay attention to the exquisite cover image and the authenticity of the content. We can see that I have given a few examples here. The cover image will attract people to click in at first glance. This judgment is relatively subjective, but if we need to evaluate the amateur comparison, we can ask the girls around us to see if they think this note will be something they want to click on, and do some research.

Regarding the authenticity, we actually need to have both praise and criticism for a single product. If an article is praised too much, it will seem like mindless praise, and everyone will think, is this thing really that good? Doubts will arise.

So, sometimes it’s okay to talk about some insignificant negative things.

For example, when the same lipstick has many shades, one shade may be very beautiful but not very suitable for yellow skin, while another shade may be very suitable for yellow skin. This way, it won’t be too dark, just right. We can also say that everything about this product is good except the overall packaging material. We can also say indirectly that more time and money were spent on the research and development of the product itself, rather than focusing too much on packaging.

05. 100% approved collection method

First of all, on the search page, when you search for a brand word or product word, you will see a search page. Whether the overall style is comfortable will affect people’s desire to look at the product further.

So I roughly divide the products into two categories:

One is appearance, such as cosmetics, or products that are novel, unique and high-looking;

The other category is functional products, which mainly include skin care products and health care products.

The core of the appearance category may emphasize the existence of three types of notes:

The first type is beautiful pictures of single product packaging, such as in the form of a four-grid, such as taking pictures facing the sky, facing the grass, etc., and adding some cute expressions.

The second type is beautiful pictures used by experts and ordinary people. In this area, we need to have, for example, if it is makeup, it would be best to have some close-up photos of the face.

The third type: collection. Cosmetics can be a collection of some makeup looks, making people feel that many bloggers seem to be using this product during this period, so it should be very useful.

Function category:

First of all: everyone attaches great importance to quality safety and the effectiveness of ingredients. Therefore, some endorsement is needed, such as from celebrities, top kols or more well-known ingredient parties.

Secondly: He is handsome, and here are some real feedbacks from ordinary people. Then. The third part is also in the form of a collection, just like the other skin care products mentioned earlier, making some collections under a certain scenario.

In addition, for the search term page, we actually need to pay close attention to the dimensions of the search terms. The priority may be to do brand words first, followed by product words, and then some modifying words. In this area, we will look at it based on the overall needs of planting grass. Some skin care products may require some component words, but component words may be more limited in traffic on the site. Of course, the effect of blocking words can still be achieved.

As for inclusion, non-reported notes are those that are not of quality. In fact, Xiaohongshu is still using the form of wild reviewers, and they also have some rules.

You can give some interpretation to this rule. In fact, when everyone is placing ads, some brands may attach great importance to the quality of their notes, but there are some misunderstandings that need to be controlled.

The first direction is to limit the flow of words. As mentioned just now, for example, especially for skin care products, health care products and other medical devices that are ingredient-focused, there will be some more professional terms, but often these ingredients and so on will be some limiting words. Second, we must avoid densely distributed and identical content.

For start-up brands with relatively limited manpower, we may think that a more effective way, or a more unconventional way, is to mass-produce content and then distribute it through TikTok. This situation may also occur. However, it should not be too dense and the overlap rate should not be too high, otherwise it will cause some problems. There was a brand before that invested a lot of this kind of densely similar content. It was difficult to make money overall, but it was not impossible to make money. So the notes had to be revised many times a day before they could be included.

The last misunderstanding is that many brands want to write the content of their products in great detail, but there will be a problem that affects the inclusion rate. Judging from previous operations, a shorter article might be more likely to be included.

The other type is the reporting notes. In fact, the reporting notes will be included under the overall words, so if you pay attention, you can add more nicknames in the title. Adding brand words may be too harsh, so adding a nickname will increase the weight of the nickname. In addition, you can also add some other seeding words.

Finally, I would like to remind everyone that you may pay more attention to the inclusion of brand words, but you should also pay attention to the inclusion of category words, that is, you can expand to the overall category. Makeup may be some relatively large words, such as eye shadow. But you can choose to add some modifiers in front, such as earth-tone eye shadow, or large glitter eye shadow, etc.

06. Commercial advertising of Xiaohongsu

Commercial advertising on Xiaohongshu is much simpler than on platforms like Douyin, Kuaishou and WeChat, because its backend does not have so many functions and it is a manual process. Therefore, when cooperating, it is recommended that you find an agent to cooperate with. The operating costs of the agent will be lower, and there will also be some rebate policies.

1. Advertising format

There are two types of advertising:

The first type is information flow advertising, which you will see when you scroll through information on the homepage.

The second type is search term advertising, which involves placing some word packages and presenting the material based on the overall bidding method.

2. Purpose

When placing commercial advertisements, we still need to clarify the purpose from the beginning. I think there are two types:

One is to achieve conversion within the site. The data monitoring for this part is still mainly based on ROI. When the ROI is low, we will look at what was not done well before. When the ROI is high, you can analyze what you did well.

The other one is about exposure and directing traffic to Taobao search. For the corresponding data, we can look at cpm, ctr, cpc, and then the search traffic of Taobao products and the index of search terms to determine whether there is a relatively large diversion in a certain period of time.

3. Materials

Materials are a very important point in advertising, and are actually divided into two forms: note materials and product card materials.

Note material: When you open it, it will be a note. Because you are a brand partner, there will be a link below, from the link point to the purchase. You can cooperate with influencers and turn some better notes into brand partners, or you can directly launch them, but in this regard, it is also recommended that you find some influencers with high cost-effectiveness.

In addition, the official can copy the notes of experts for submission. Overall, we may create an area of ​​expert notes for distribution. Because probably not many people would be willing to watch advertisements, except for those distributing benefits.

Product card material: It will be a direct card about the product, and then it will link to the Xiaohongshu mall. What we pay more attention to is the note cover, which appears in the information flow that everyone browses. The more it looks like an expert's note, the better.

Another point is that since you can write below, you can also highlight the main benefits of the promotion during big sales. This principle is actually similar to the relevant ones on Taobao.

4. Bag of Words

The last factor is the word bag, which has several dimensions:

One is brand words. In fact, some brands will not use their own brand words, but other people’s brand words. This is actually a good way to position and divert traffic.

The second is a modifying adjective, the third is a category word, and the fourth is an extended category word or brand word. Extended categories. For example, if you have a category, but you feel that it has a strong correlation with another category, you can actually invest in this way.

It should be noted that some categories cannot be invested in together. Because some problems may arise during the review.

07. Xiaohongshu Live Broadcast

The commission deduction on Xiaohongshu platform is higher than that on other e-commerce platforms, so brands will weigh the overall investment cost. For Xiaohongshu’s live broadcast, the higher the cost, the more commission it has to add, so it’s a math problem.

It is recommended that you try some lower-cost pure commission anchors first. To find it, you can go to Xiaohongshu’s hourly rankings and see hosts with 10,000 to 100,000 fans, strong stickiness, and good expressiveness.

When you are watching the live broadcast, there will be this prompt in the upper left corner. You can go and check it out. In fact, the points to be emphasized are strong fan stickiness and good expressiveness.

Everyone is used to posting pictures, but in reality there are many people who are not so good at expressing themselves. If they start live broadcast at this time, it will not be suitable for them. Therefore, everyone should pay attention to this point when screening.

In addition, you can test some paid anchors on a small scale. You can follow Xiaohongshu’s official account “直播薯”, which will update some data and allow you to see some influencers who sell goods.

Xiaohongshu’s live broadcast, or the live broadcasts on various platforms, all overlap with each other. But Xiaohongshu pays more attention to content sharing, and it needs to share some content such as reviews and tutorials.

Finally, I posted a picture of the overall background of the commission setting. In terms of proportion, there will be store subsidies plus platform subsidies. The platform’s rate is 7%, and the store’s official suggestion is that it can be anywhere from 1% to 80%, but in fact, many bloggers, or platforms, also have some requirements for merchants. So generally speaking, the ratio will be around 15 to 18.

08

A1. Is there any particular requirement for the ratio of articles written by experts and amateurs?

I personally think it is not very particular. Many people may have mentioned a delivery matrix before, which will give some proportions to each level of influencer. This mainly comes from some classic brands that have been launched before, such as Perfect Diary, etc. Someone will analyze the proportion of their launch, including some suggestions from the platform, and draw a conclusion.

But in practice, it is difficult for us to judge the effectiveness of a Xiaohongshu influencer based on the number of his fans. As I mentioned earlier, there are some bloggers who may only have a few thousand or a few hundred fans, but in fact their traffic at that time is better than that of a blogger with tens of thousands or hundreds of thousands of fans. In fact, we still have to judge based on the quality of the talents. Fundamentally speaking, we still have to clarify the overall purpose. Is it for the purpose of producing a hit article or for the purpose of conducting a search?

2. When it comes to media placement and distribution on various platforms, how should it be distributed? How to select the delivery situation?

It is still recommended to do a test in the early stage to measure the traffic of each platform or the effect driven by sales, and then enlarge it according to the range of CPC and ROI that you think is more suitable for the overall situation. That is, test it in a small range and then zoom in.

If the budget is relatively limited, then the platform may be tested one by one. If the budget is relatively sufficient, the entire platform may be exploded.

In fact, we have also seen that basically mature brands will have a variety of rich content in various channels.

3. If you look for an amateur by yourself, how much is it that a month will not be blocked?

In fact, we do not have a specific quantity. I am not sure if there is any of this platform, but there may be basically 100 articles, and there will be no big problems in fact.

4. Is it more advantageous to launch Taobao live broadcast than Xiaohongshu live broadcast?

It depends on your own purpose. If it is the purpose of direct harvesting, it must be that Taobao live streaming is more efficient, but it is based on several factors:

One is the overall sales situation of the anchor, and the other is the overall brand power.

Brand power actually involves early planting. There are many live broadcast scenarios. In the presentation scenarios, people may not go back to watch, search, or look at reputation, or rarely watch such a form, because it mainly talks about short, flat and fast, and they are quickly attracted to buy, and of course they do not rule out the risk of return.

If you are trying to harvest, Taobao Live is the shortest and fastest way, but if you are talking about planting grass, especially when Xiaohongshu Live is still full of pure commission anchors, you can also try it out

Author: Marketing Lao Wang

Source: Marketing Lao Wang (wltx-2015)