Tips for promoting products on Xiaohongshu!

Tips for promoting products on Xiaohongshu : How to create content to improve sales? Xiaohongshu happens to provide users with a shopping and sharing content platform in a social way, creating a real user word-of-mouth sharing community.

This allows consumers to quickly grasp the key points of the product better than blunt advertising, and provides users with preliminary decision-making for shopping.

Similarly, for brands, using KOL original content to attract users to actively search and expose can make up for the shortcomings of insufficient product exposure in each link of the chain.

How can brands promote on Xiaohongshu, which “emphasizes content and ignores influencers”?

Most of the users of Xiaohongshu platform (mainly young people born in the 1990s and 1995s, women, and urban white-collar workers) have strong consumption desires and love life and sharing, which creates Xiaohongshu's natural and powerful e-commerce attributes. At the same time, it attracted many brand owners to "flock in".

Three rules for "planting grass" on Xiaohongshu:

1. Build a celebrity + KOL content distribution matrix

Celebrities and top KOLs have natural personal IP advantages on Xiaohongshu. Celebrities have strong fan stickiness and are more persuasive. The top KOL bloggers in beauty, fashion, and maternal and child care are highly talked about in their respective vertical circles, and their influence and ability to bring products should not be underestimated.

Celebrities join Xiaohongshu

On Xiaohongshu, every individual can be a communication subject. Brands first let celebrities and top KOLs promote content to increase product exposure and topics, and then mid-level and bottom-level KOLs spread the content, thus forming a co-creation atmosphere where users drive other users.

If a group quickly follows and identifies with something, it will continue to radiate to similar groups of individuals, eventually forming a circle, which will diffuse outward from a core point and open up a link for the creation of a hit product.

Xiaohongshu promotes products

Celebrity recommendation + KOL diffusion as a social media marketing method is suitable for niche brands with a budget that want to quickly enter the Chinese market. We also recommend that brands consider both quality and quantity in the distribution of celebrity and KOL content. The ideal content matrix is ​​as follows:

Celebrity + KOL content distribution matrix

2. Explore user pain points to create content that can bring more sales

We believe that in order to shorten the user's path from awareness to purchase as much as possible, three issues must be addressed when producing seeding content:

1. What content can attract consumers to watch?

2. What content can motivate consumers to make the final purchase?

3. How to create content that can gain traffic support from Xiaohongshu?

What content attracts consumers to watch?

a. Life-related content that can resonate with users

Using a certain scene or experience in life (such as "tanning in summer", "skin care before bed", "parent-child travel") can directly arouse consumers' awareness of "I have had this experience" or stimulate consumers' emotions of "I can become like this", thereby achieving the goal of planting grass.

b. Knowledge-rich notes attract more precise audiences

This kind of note that can directly solve users' problems, such as "How can a face with flat features become three-dimensional?" and "How to choose a water purifier?" can directly touch the target group.

In addition to the content, the title of the note and the exquisite pictures are also very important. Here is a small tip. We recommend that the title of the note can convey the message of "this is a new discovery" or "black technology" to Xiaohongshu users. The click-through rate of keywords such as "private collection" and "dry goods" can be increased by more than 2 times.

Xiaohongshu promotes products

What content will motivate consumers to ultimately purchase?

From planting grass to pulling grass, it is a process of making consumers identify with, be convinced of, and make purchasing decisions about the product. Methods such as celebrities and experts visiting laboratories, before & after comparisons, interviews with ordinary people, ingredient analysis, etc. allow consumers to witness the effects and development process of products more directly. Most of the notes are in the form of experimental evaluations, which are more suitable for promoting functional and technological products.

How to create content to get traffic support from Xiaohongshu?

First of all, brands need to change a wrong idea, that is, since they have spent money, they should expose their products more. This is a taboo on Xiaohongshu. Once a brand exposes too much when promoting a single product, it is easy for the platform to judge it as an advertisement and delete the post.

For users, most of them will resist advertising notes, so the gain will not outweigh the loss.

It is recommended that brands select 1 to 2 topics around their products to create a content collection, as soft content is more easily accepted by users.

Secondly, the platform requires KOLs to produce 4 high-quality notes before they can publish 1 advertisement, while Xiaohongshu’s requirements for collections of notes are appropriately lower. So in terms of input-output, it is recommended that customers make collections and embed products in the content.

Whether the final note can obtain high views is directly affected by the user experience of the first two recommendations. Notes with high user experience will often get more exposure. Likes, collections, and comments on Xiaohongshu are direct feedback on whether the user experience is high or low.

3. Cleverly following hot spots can easily gain traffic support within the site

The content selection of Xiaohongshu mainly comes from two aspects. One is to focus on the topic and use relevant keywords to select topics; the other is to follow hot spots. For example, for the recently popular "Story of Yanxi Palace", Xiaohongshu has done a lot of related topic planning, and a total of more than 12,000 people participated in the topic discussion.

According to the algorithm recommendation of "Thousands of Faces for Thousands of People", hot topics will be recommended to users who follow and search for related content. Many beauty bloggers take advantage of the popularity to launch notes on the same makeup, lipstick swatches, etc., thus generating highly praised content. Such notes will not only be seen by users who follow "Story of Yanxi Palace", but will also be recommended to users who follow beauty, lipstick, etc.

Because Xiaohongshu's recommendation mechanism is the same as that of self-media platforms, first you tag the content of your notes. Therefore, it is recommended that brands can add more relevant tags to notes around their products. The platform will recommend them to users who usually pay attention to such tags based on the note tags.

Whether the final note can obtain high views is directly affected by the user experience of the first two recommendations. Notes with high user experience will often get more exposure. Likes, collections, and comments on Xiaohongshu are direct feedback on whether the user experience is high or low.

Online Promotion and Marketing

Source: Online Promotion and Marketing