6 ways to promote brand marketing on Xiaohongshu

Today I want to share with you some little knowledge points I have summarized about Xiaohongshu, as well as some questions that often confuse my friends, how to help your notes become more detailed and precise.

Contents of this article:

1. How to write selling points that the target group cares about on Xiaohongshu
2. Top 10 traffic portals of Xiaohongshu
3. 6 ways to promote brand marketing on Xiaohongshu
4. How to refine the selling points of Xiaohongshu’s brand promotion?
5. How can new brands on Xiaohongshu quickly expand their fame?

1. How does Xiaohongshu write selling points that the target group cares about?

First, refer to the comments under Taobao, which often show some issues that users are concerned about. Collect these issues for analysis. When these questions are asked frequently, it is often one of the issues they are concerned about.

Second, refer to the issues in the comment section of Taobao’s competing products.

Third, referring to the Xiaohongshu notes that have been posted before, let’s observe carefully and see what the problems are in the comment section? By referring to and reviewing the summary, users can discover their doubts and concerns and even have better questions.

Fourth, refer to the comments and questions in the notes column of competing products on Xiaohongshu, observe what users ask most frequently, observe more carefully, find problems, and summarize the content that is of concern to the product itself.

2. Top 10 traffic portals of Xiaohongshu

1. Personalized recommendation means what you searched for. When you search more, the official will think that you are interested in this type of content and will push more relevant notes to you.

2. Search keywords. When we enter the keywords, we will find that a lot of content is related to our keywords.

3. To take advantage of topic traffic, we should not choose self-created topics at the beginning, but choose keyword topics with high popularity.

4. Drop-down box. After we search for keywords, we will find many suffixes that we should pay attention to.

5. In the community message push, you will see the officially recommended information. Not everyone sees the same push information. It will also recommend content that you are interested in. Compared with the homepage, it will be more hidden.

6. Bloggers or their fans can see newly published content.

7. Ranking notes. After optimizing the notes, they will be ranked high and users can search for us at the first time.

8. Use related products to attract traffic. For example, if we search for Estee Lauder, and we are not competitors, then Estee Lauder will be placed first and we will be placed second. This way we can intercept other people's traffic.

9. Forwarding of private domain traffic. The most common thing is to forward it to a group or to people who are interested. This is something that happens outside the site.

10. Search for related notes. You will also see us when you search for related notes and pull down.

3. 6 ways to promote brand marketing on Xiaohongshu

1. Single grass species

There is only one product, and we have a logical framework to introduce its pros and cons. We first talk about the pain points, what troubles I encountered, how I encountered the product, and finally write about my feelings when using the product, mentioning the consistency between the product's selling points and pain points. It is recommended to write less text, and try to present it in pictures and videos, with less advertising content or efficacy words.

2. Multiple product collections

For example, 10 products in the New Year gift package, gifts for yourself on Double Eleven or Double December, etc.

3. Practical knowledge

Our purpose is not to promote something, but just to build up this account, whether it is a brand account or a personal account, so that we can provide some practical knowledge.

4. Tutorial Method

For example, if I want to recommend an eyeshadow palette, I will use this eyeshadow palette to introduce how to do eye makeup, or other skin care products. Write a tutorial using your own notes and posts as content, which is your own product content. It contains both practical knowledge and promotional purposes.

5. Horizontal evaluation

For the same product, what are its advantages, what are its ingredients, how much is its price, which one is suitable for use in which situation, and compare it with similar competing products.

6. Vertical Life

For example, when I go traveling, I will put 10 products in my bag. This is something that is more scenario-based in our lives, but it is integrated into them and focuses more on life than a multi-product collection.

4. How to refine the selling points of Xiaohongshu’s brand promotion? Only 3 levels required

1. Efficacy

What problems does the product solve when used and what is the experience of using it? Every product has its rigid demand and selling point.

2. Scenario level

People need a sense of ritual. If the efficacy of a product is not very obvious, then we can start from the scene of life. Some products can be installed, and some products have a completely different feeling when posted to the circle of friends. We can use the sense of ritual to package them.

3. Experience

How it feels to touch the product in your hands, how it feels to look at it with your eyes, including the sound it makes, all of this is distilled from our superficial feelings.

5. How can new brands on Xiaohongshu quickly expand their fame?

There is a saying circulating on the Internet that the combined wealth of these five Chinese people is enough to shake the whole of Asia. They are: Li Ka-shing, Jack Ma, Pony Ma, and "me". At first glance, there seems to be nothing wrong with these five people, except that the word "I" is in double quotation marks.

What I want to say is that when we put out notes, we selectively collect reviews. For example, if we are engaged in maternal and child products, then the copywriter must write about 10 products, for example, the 10 must-have products for expectant mothers. There are big brands in front, and our own brand is placed in the center, so that we can praise other people’s products while focusing more on praising our own products.

The story is that when Mengniu first came out, Yili was the leading company. At that time, Mengniu said that Yili was first and Mengniu was second. Mengniu was not even in the top 10 at that time, but many people thought that Mengniu and Yili were tied without further investigation, which was very impressive. Being listed alongside the big guys easily gives people the impression that it is a big brand.

But we still have to make good products in the future, otherwise no matter how good the marketing is, there will be problems. I hope you can pick more, as the new products are the most desirable. In the next section, we will continue to talk about other content on Xiaohongshu.

Many people create an account or make a launch without any ideas and may just create notes and launch it blindly. In fact, we have a precedent. Someone must have created the content and obtained verified results.

We imitate others after they have achieved results, but imitation is not plagiarism. For example, the upgraded version of the collection. We talked about the collection in the first section and put ourselves in the center.

But we have to consider the relevance of products. People will definitely buy our product after buying the previous product. For example, when we go to buy buns in the morning, we will definitely buy soy milk. They are different in categories and have a strong correlation. When we put them together, the chances of being seen will be higher. For example, if others see that this product is very famous and think that they also need something and are in short supply, they may buy our product.

Find the same consumption scenarios. I have shared this in class. When I am alone at home and I am hungry and want to eat something, I have two choices: one is snacks and the other is midnight snacks. Midnight snacks and snacks are competitors to some extent or in certain consumption scenarios. In fact, they are competitors, but in different scenarios, they will become competitors.

In fact, we find different consumer products in the same consumption scenario, and we look at how others promote them. This is to find correlation from a side dimension.

We can directly find colleagues in the same field, but we cannot plagiarize. There are some things we can use that need to be improved and upgraded, which is a methodology.

The above are some of the knowledge and skills about Xiaohongshu that I have summarized. If you want to know more about Xiaohongshu, please follow me. Any new information will be updated to you synchronously.

Author: Zhuang Jun

Source: Zhuang Jun Xiaohongshu Marketing