8 ways to promote on Xiaohongshu, shared with you!

I spent 2 months testing, during which I found two problems: 1. Xiaohongshu’s strict blocking of WeChat is abnormal. Except for private messages, it is almost impossible to safely use WeChat to attract traffic; 2. It is very difficult to create content on Xiaohongshu. You need to build up your personality from all aspects of life. It is not enough to just output professional knowledge... After playing for 2 months, I gave up directly, but I definitely didn’t give up. I have been asking about this: How do people who make money by selling goods on Xiaohongshu do it?

As luck would have it, a friend of mine happens to be an operator for Xiaohongshu. In the early days, a minimalist Instagram-style shower gel was launched on Xiaohongshu, with direct paid promotion, earning 10 million in the first year. Later, Tmall invited it to open a store. Now it has seven or eight products, with annual sales of around 30 million.

How stable is Xiaohongshu’s ROI? Industry data shows that when a new brand starts up, the ROI (return on investment) can reach 1:1 in the same month, and it is stable at 1:3 on a daily basis. During the 618 and Double 11 promotions, the ROI can reach 1:8 with strong operations... With such a high ROI, there is no need to create your own accounts and content. Just calculate the data and money and do paid promotion. Therefore, this article is not to teach you how to create an account and content, but to share "how to make a lot of money by getting high ROI on Xiaohongshu".

5 sentences written in the front——

✎Opening a store in Xiaohongshu Mall will charge a very high commission (usually 15-17 points), but it can be enabled in order to more efficiently convert on-site traffic.

✎Since Xiaohongshu has both e-commerce and grass-planting attributes, Xiaohongshu mall stores can feed back traffic to Mao stores or C stores, so it is recommended to connect them all.

✎Recently, Xiaohongshu introduced new regulations to cut off a large number of brand partners, but the new regulations only affect KOLs and have little impact on merchants, and may even be beneficial.

✎Merchants can establish connections with KOLs through brokerage companies, official brand partner platforms (https://influencer.xiaohongshu.com), MCN agencies, emails and other channels.

✎The 8 operating methods described in this article do not come from the expert accounts operated by the company, but are all obtained through formal channels.

1. Background of Xiaohongshu

1. Social attributes: In early 2013, Xiaohongshu was just a "shopping note sharing community" that attracted users to register by providing a large number of "travel shopping guides".

2. E-commerce attributes: Because a large number of people who travel, purchase on behalf of others, and shop overseas share their own products (pictures, texts, and videos) on Xiaohongshu, and these people have highly loyal fans, product sales naturally formed, that is, the e-commerce form.

2. Xiaohongshu User Profile

84% of the platform's active users are women, mainly white-collar workers, civil servants, and international students aged 25-30 in first-tier and new first-tier cities. This group has stable careers, strong purchasing power, likes to share, and yearns for a better quality life.

3. 8 ways to operate Xiaohongshu

We open the backend of the Xiaohongshu store with a monthly sales volume of 1 million, and the traffic structure within the site is clear at a glance. As shown in the figure below, it is obvious that community note traffic accounts for the highest proportion, up to 62%.

Be sure to click on the image to see the full version▼

According to actual tests, the silent order rate of Xiaohongdian reached 80%, which means that most users understand and purchase products by reading community notes before placing an order. Therefore, the core of using Xiaohongshu well is: taking notes. Other auxiliary means, such as brand account operation, private message group sending, etc., are mainly used for back-end fan operation for repeat purchases... Xiaohongshu platform has 8 main traffic entrances, as shown in the figure below.

4. How to operate

Each of the above 8 traffic entrances is explained in 4 dimensions: ① method description; ② general gameplay; ③ promotion effect; ④ suitable merchants. After reading, you can fill in the table below.

▌Game 1: Star Notes

① Description of method: Select celebrities through advertising companies or brokerage companies, provide content yourself or have the celebrities make their own content, and have the celebrities post notes on the Xiaohongshu platform to promote the products. Unlike other platforms, when merchants invite celebrities to promote on Xiaohongshu, they can exchange certain resource packages with the platform, which means that the platform helps merchants further increase their exposure.

For example, a certain brand asked Gaolu to promote its products in the early days and exchanged them for the top focus resources of the day. As more and more merchants join in, the threshold for exchanging resources is also increasing year by year. In February this year, merchants who invited Ouyang Nana could only exchange for banner resources on the category floor.

The store asked Ouyang Nana to recommend the floor banner position that was replaced▼

②General gameplay: Before the event, sign a celebrity contract, connect with the category AM, negotiate the time for the celebrity’s advertising and the replacement of resource positions. During the event, in addition to coordinating with the platform, place an appropriate amount of expert notes and forward them simultaneously using the brand account. (In different periods, the platform has different requirements for the star value, number of fans, etc. Generally speaking, the star value is required to be 300,000 yuan or more and the fans are more than 1 million yuan)

③ Promotion effect: fast outbreak, high returns and long duration.

④ Suitable merchants: The brand already has a certain operating foundation on the Xiaohongshu platform, including: 1) having a Xiaohongshu mall store, which can directly absorb the traffic on the site without a second jump; 2) having at least two months of notes.

▌Game 2: Linked Notes

①Method description: In the early stage of the big promotion, the platform will conduct targeted investment promotion for merchants. Investment promotion generally has conditions and requires merchants to provide resources to cooperate, such as discounts on goods and hype up the linkage notes. It is easy to understand why products are discounted, and the linked notes are hyped up, such as the recent 66 promotion and 520. The platform requires merchants to increase the vocabulary of the keyword when placing notes. The platform uses flame marks, search bars, official notes, etc. to increase the search volume of the keyword during the promotion, so that the merchant notes can get a lot of exposure to increase sales. Merchants increase sales through big promotions, and the platform also makes profits, which is in the interests of both parties.

②General gameplay: 1) AM investment promotion; 2) Select resource packages based on the investment promotion content; 3) Make plans for resource matching and replacement based on the requirements of the resource package; 4) Release notes according to the official rhythm, topics, etc., copy hot topics, and sign up for activities; 5) When the activity starts, official resources are released, brand accounts are released simultaneously, and the intensity of note release is increased.

Community promotion plan and resource package introduction ▼

③ Promotion effect: The intensity and time period of platform activities are different, and the benefits are different. Traditional e-commerce promotions in specific months of June and November have obvious effects. The main purpose of cooperating with the platform to do promotions is to plant grass for users before the transaction, and the conversion rate is higher than that of daily promotions.

④ Suitable merchants : Suitable for merchants who have laid out notes on the Xiaohongshu platform for 3-4 months.

▌Game 3: Head burst drainage

① Description of the method and general gameplay: It is impossible for a new brand to invest in a big account right from the start. In the early stage, it is necessary to lay the foundation with some amateur notes. When the store has a promotion or the platform has a big promotion, the top KOL notes can be used to detonate the amateur notes laid in the early stage. This can be regarded as a harvesting behavior.

② Promotion effect: It can achieve short-term burst, but the duration is short. It is suitable for operations when short-term traffic is urgently needed. The ROI of top KOLs is generally around 1:1-2.

③ Suitable merchants: Due to the high cost of placement, it is not recommended to operate a new store unless there are amateur notes in the early stage or users have a certain understanding of the product.

▌Game 4: Central experts spread the volume

① Description of the method and general gameplay: There are the largest number of mid-level KOLs, and the operation is flexible. You can choose to directly send content from merchants or let the influencers publish original content based on your own situation and the quality of the influencers' notes.

How to operate? 1) Based on current hot topics, plan the direction of note writing, general content, and the proportion of notes and keywords under different hot topics. Please note that text is easy to solve, but merchants must strictly control pictures. After all, the cover image of Xiaohongshu has the greatest impact on the click-through rate. 2) Recruit and screen experts to distribute products. Please note that recruitment and screening are done on the Xiaohongshu brand partner platform. 3) Agree on the manuscript collection time and arrange the publication time; 4) Embed and fine-tune the day’s hot topics in the notes before publishing. 5) According to the new regulations, brand partners with more than 5,000 followers will be given priority.

Be sure to click on the image to see the full version▼

② Promotion effect: The main purpose of the investment in the middle-level experts is to maintain daily sales. The general practice is to use a head-waist ratio of 1 to 5, disperse the investment, and stabilize daily traffic.

③ Suitable merchants: Suitable for everyone, low cost, easy to expand, and continuous investment will have significant effects.

▌Game 5: Amateur users spread the word

① Description of the method and general gameplay: Amateur users cannot directly lead to transactions, because they do not have appeal and influence. The main thing is to let users clearly know that the product is popular and many people are using it. Amateur notes do not contain recommendations or advertisements, just write about the product’s advantages and experience.

This type of note is quick to produce, inexpensive, and doesn’t require a lot of skill, as long as it clearly expresses the product’s advantages. The requirements for amateur accounts are also low. According to the current new regulations, these influencers will definitely not meet the requirements of brand partners, but it doesn’t matter. They don’t need to post product links anyway, so they can ignore the new regulations and continue their operations.

For mass production of content, you can connect with MCN agencies on Xiaohongshu’s brand partner platform or find a way to solve it yourself. The number of words in an amateur's note generally does not exceed 300, with 4 pictures. There is no need to be too particular, and the cost is low. A brand can publish no more than 30 notes a day. If it publishes more than 30 notes, it will be blocked directly.

② Promotion effect: Amateur notes focus on quantity rather than quality, and the promotion effect is based on the number of displays. It is worth noting that because the platform strictly controls the amount of advertising for brands, when placing advertisements, you must pay attention to whether the notes have been deleted or included.

③ Suitable merchants: Suitable for all merchants in the initial stage of operation, and the cornerstone of Xiaohongshu in acquiring traffic.

Notes on note promotion: Because the "Discovery Page" of Xiaohongshu does not clearly classify notes, most users search for content and products by keywords. Therefore, adding #Hot Topics at the end of the notes can effectively increase the exposure probability. Therefore, during the delivery process, we also need to take the time to modify the topics and tags of the notes in real time, as shown in the figure.

Hot topics about "shower gel"▼

▌Play 6: Brand account operation

As the name suggests, it is the operation of an official account. Its function is similar to that of a public account. Any brand can open one and can post notes, chat and interact with fans. Users can also jump directly to the store from the account homepage. It is recommended to update your notes regularly once a week.

▌Game 7: Information flow delivery

①Method description: In April this year, Xiaohongshu launched the information flow delivery business, which is divided into two parts, one is the information flow content delivery, and the other can be called Xiaohong Car. The material delivered to the information flow is notes. Merchants increase the exposure of notes by delivering them to targeted groups of people, and they must report this in advance. Another small red car is similar to Taobao Express. Merchants improve page rankings by bidding on keywords, and the materials placed are commodities, notes or H5.

② Promotion effect: Currently, the top merchants in the industry can achieve a ROI of 1:4, and the contributors have measured a ROI of 1:1, which is still under continuous research.

③ Suitable merchants: Currently, the information flow is only open to some merchants and requires application.

▌Game 8: Private message group

① Description of the method and general gameplay: Private message group sending is a brand account sending private messages to fans. The content of the private message can be greetings, pictures, coupons, products, notes, etc. Actual test shows that with 50,000 followers, the platform can send all the messages in 2 days.

② Promotion effect: Private message group sending is mainly aimed at potential customers or old customers who follow the brand account. This function is free and is limited to 4 times per month.

③ Suitable merchants: Currently open to some merchants.

It is worth mentioning that, like most e-commerce platforms, after sales increase, the platform will further subsidize merchants, such as providing search ranking top lists, brand specials, category recommendations, search brand terms, product category rankings and other resource support, as shown in the figure.