Strategies and methods for operating hot products on Xiaohongshu

We love and hate Xiaohongshu . What we love is that the traffic comes accurately and the fan conversion rate is high. What we hate is that there are too many people using Xiaohongshu and we can’t bring in enough traffic. The Xiaohongshu that I operate has no effect at all. I have posted many articles on the operation of Xiaohongshu, but many people say that it has no effect. In fact, as long as you are patient in creating content, you will gain something. This time I will share several operation and promotion strategies, hoping it can help everyone.

When talking about Xiaohongshu, the first thing that comes to mind is of course advertising and money. I have to say that Xiaohongshu is really a platform that makes people willing to watch advertisements.

From a PGC platform that promotes "discovering good things from all over the world" to a lifestyle sharing UGC platform that promotes "marking my life", Xiaohongshu's road to commercialization has not been easy.

For major brands, Xiaohongshu's 200 million users, 70% of whom are born after 1990, 300% user growth, and nearly 1 billion exposures per day are very powerful data, which further inspires everyone to promote products or brands on the Xiaohongshu platform.

That’s all the introduction. I won’t mention the content and positioning of Xiaohongshu anymore. In view of this situation, I will directly talk about the operation and promotion aspects.

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.

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.

Of course, we can’t promote our products through celebrities, but we can use them to create our own buzz.

Create a "phenomenal screen-sweeping" experience for the brand through massive amounts of high-quality content from influencers.

1. Initiate a topic: Rely on big data analysis, target population portraits, and competitor keyword data to conceive topics.

Topic example: You will regret it if you don’t buy it series | Share a palette of eyeshadow that is so gentle that it is explosive (with tutorial) #eyeshadow swatch #affordable eyeshadow #eye makeup review.

2. Internet celebrity hype: From one internet celebrity to dozens of internet celebrities promoting products together, attracting various KOLs to form a specific UGC atmosphere.

Communication route: internal closed loop, with middle-level influencers as the main body and tail-level influencers as the auxiliary, forming a "social + e-commerce" closed loop; external radiation, search engine keyword coverage and social media.

3. Fan interaction: Simultaneously launch fan interaction activities to leverage the power of fans to generate marketing fission .

Examples of interaction: There are rewards for interacting with bloggers, and trial packages are given away randomly, such as: rewards for commenting, rewards for being active, and rewards for posting items. Bring online popularity offline.

4. Popular recommendations: Master the content recommendation mechanism of the Xiaohongshu platform and combine internal and external means to achieve immediate results.

Recommended tips: Internal tips: Accurately obtain keywords; screen high-quality weighted accounts. External skills: Increase the number of reviews, likes and collections through external channels.

Let’s look at it through the goods:

1. 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.

2. 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.

Summarize:

In the Internet age, pure text has been replaced by visual content that integrates multimedia. "One-picture flow" that combines text and pictures, short videos, live broadcasts, etc. all need to be carefully crafted. Therefore, in addition to content, photography, photo editing, video editing and production are all essential skills in the operation process. Composition, photo editing, vlog shooting, etc. are all worth our time to learn and think about in order to complete a successful promotion.

Question and answer section:

Q: I would like to know about Xiaohongshu’s recommendation mechanism.

Answer: As mentioned before, you will find that the recommendations are generally the content you pay attention to, which means that each person has their own unique preferences. The system has already labeled you differently. On the other hand, we will think about how to recommend my content to more people who match my tags. For example, if an amateur is recommended to 10 people with the tag, then 100 amateurs will take notes? Think about it yourself.

Some businesses want to promote themselves by becoming popular, and want to move their notes to "recommended discovery". Let's not talk about this first. Even if they do, everyone will see something different in this section, and the effect will be minimal. It's not as good as the "keyword optimization ranking" we're going to talk about below.

The second dimension is that if you recommend this content to 10 people, through some conditions that comply with the Xiaohongshu mechanism, it will enter the next traffic pool and recommend 100 people, and then 1,000 people. This is what people often call a post going viral, which means it has become popular. Therefore, if there can be more recommendations for amateurs in terms of quantitative and rule-compliant data, it would be a simple matter of small investment and big returns.

Q: What about the ranking?

Answer: It’s very simple. People will search some keywords on Xiaohongshu. Users tend to like to read the first ones and will not read the last ones. The ones at the front will get more traffic. The content is nothing more than some SEO rules, so a very important point is the user's feedback, whether true or not. Some unpopular keywords can become popular with good content and a small amount of data support, but what about keywords with high traffic? Everyone knows the rules, but data support still needs professionals to do it.

Author: Tingchao Yige

Source: Kuoyi Culture Media