Is Xiaohongshu’s advertising traffic restricted? Xiaohongshu’s flow limit guide!

3 ways to determine the note flow limit

Apart from the content quality itself, there are three ways to check whether a note is restricted:

2. Monitor whether the notes are included. Search for keywords such as the note title and text content on the homepage, and pay more attention to the corresponding notes when you find them. At the same time, we should also pay attention to one issue. For a product of the scale like Xiaohongshu, a large number of notes are sent out at the same time, so the system may have a certain delay. Generally speaking, the collection will be completed within 24 hours of the note being published. In some cases, the collection may be delayed and may take 2 to 3 days. If you go and see it again and it’s not included, then it really isn’t included.

3. See if you can throw fries in the notes. If the note you sent does not give you the right to vote for fries and shows that it cannot be promoted, then there is a high probability that it has been restricted.

4 Reasons for current limiting

Traffic limiting is Xiaohongshu’s way of reducing traffic allocation for notes, and the notes will first enter the manual review stage, which will be much stricter than system judgment. The reasons for current limiting can be mainly divided into three categories: account problems , note problems, and brand problems.

Account issues are mainly something that influencers need to avoid when they create their own accounts. Brands also need to avoid cooperating with this type of influencers when making advertising campaigns. It can be mainly divided into the following situations:

4. When you log in again with the old account, the system will identify it as a zombie account. The system will automatically consider accounts that have not been logged in for a long time as zombie accounts and restrict them accordingly.

5. Illegal increase of fans or data. Those who forge false fan data, reading volume, likes and collections, etc. will be restricted.

If it is an account problem, the flow limitation means that no matter what content the expert posts recently, his notes will be affected, the traffic will not be good, and the data performance will be very poor.

1. There are too few spontaneous notes by users, and the proportion of published notes is too high. Judging from the number of fans, we generally classify the notes of amateurs with less than 1,000 fans as natural traffic notes, and the system will also default to these being spontaneous notes from users. If the proportion of these notes is extremely high, it means that users have a high degree of recognition of this brand. If it is a new and cutting-edge brand, when it starts to promote, it starts to deploy a large number of KOCs or even KOLs. Without the foundation of amateur notes, it will definitely be easily restricted.

2. Making large-scale non-reported deployment notes without making reporting notes. The traffic of Xiaohongshu's reported notes is generally not as good as that of non-reported notes, because reported notes are definitely business notes, and Xiaohongshu has relatively large restrictions on commercial behavior. However, if a brand posts hundreds of notes in a certain period of time but does not make any reporting notes or the number of reported notes is too small, it will be easy to be restricted by the platform.

3. The brand’s phased delivery style (pictures, titles) is too consistent. On the platform, during a certain period of time, a large number of similar notes containing the same brand name are suddenly issued one after another, which can be easily identified by the system, and the relevant notes will be uniformly restricted.

4. The proportion of brand advertising notes is too high. During the brand promotion process, everyone hopes that their brand will be exposed more. The expert notes should display the selling points, characteristics, efficacy, ingredients, etc. of the products. It is best if the pictures only contain pictures of their own products so that users will be attracted at first sight. But this is an obvious business note. Not only will the platform easily identify this as a hard advertisement, but there will definitely be traffic restrictions.

▲Artist brand pictures and texts are directly sent, and the number of notes and interactions of influencers with more than 10,000 fans is extremely poor, and the brand is directly locked in the small black room

5. How to avoid traffic restriction when launching a brand

Most brands have the need to increase their voice on Xiaohongshu, especially beauty and skin care brands. The competition is currently fierce. If they want to have a better competitive landscape on the platform, increasing the release of related notes is the key foundation. So how can we avoid flow limitation while increasing the amount of notes?

1. Do a good job of checking the expert accounts. Regardless of whether the brand executes the campaign itself or chooses a third party to do the placement, it is necessary to screen the influencer accounts, select high-quality influencer accounts, and exclude problematic accounts.

2. Check the content of your notes. The control of note content includes two aspects. One is to check for banned words and sensitive words in the note content.

On the other hand, it is important to control the grass-planting notes from the perspective of real scenarios. The notes should be soft, the specific title should not contain the brand name, the first picture should not have the brand logo, or it should not be too obvious; in addition, collections and reviews should be the main focus in batches of grass-planting notes; the proportion of commercial-oriented notes should be reduced as much as possible, and about 20% is enough.

3. Add reporting notes. The number of reporting notes must increase as the number of notes increases. Generally, one reporting note should be added for every 30 notes.

Reporting notes are very important and must be taken seriously when launching this brand. But don’t expect the reporting notes to bring very high interactions. As mentioned before, the reporting notes are business notes and must be limited in flow. The role of the reporting notes is to protect other grass-planting notes from being restricted by the platform. If you invest a certain amount of reporting and CPC, you can negotiate not to be restricted.

4. If traffic is limited during the delivery process, in addition to adding reporting notes, it is recommended that the brand slow down and reduce the release of notes. If the notes need to be released, they need to be organized in a more flexible manner before release.