Xiaohongshu focuses on 7 major industry templates, just write them and submit them!

In the marketing ecosystem of Xiaohongshu, spotlight delivery has become an important tool for brand promotion. In order to help merchants attract users more effectively and improve conversion rates, this article summarizes seven industry templates to guide how to write notes that meet the requirements of spotlight delivery.

What kind of notes are suitable for spotlighting? What can quickly get sales and conversions? First of all, we must understand that behind the notes are products and services, and behind the products and services are user needs.

Xiaohongshu focuses on posting notes to stimulate demand and solve user problems. Everything starts from user needs and the purchasing process.

The essence of Xiaohongshu's operation is to focus on the user's purchasing process and convert general needs into purchasing users. The notes that are spotlighted must meet user needs, especially purchasing needs. The more accurate the purchase needs are, the higher the conversion rate. This is also why we have repeatedly emphasized that we should not use popular science notes to spotlight.

How to write notes suitable for advertising? With the help of official research, we can learn about the process from an expectant mother’s demand for a nanny to her purchase of services.

A mother-to-be was worried about not getting enough sleep during the confinement period. She went through the process from generating general needs to constantly clarifying plans and details, and finally finding a confinement nanny, and sharing her experience.

Merchants on Xiaohongshu can directly apply this process to write down the purchasing process of users in your industry, and then write corresponding notes.

Figure: Xiaohongshu user purchase process

Judging from the entire purchasing process mentioned above, what the focus is on is the core group, that is, the general group and the group of people with interests that users naturally want when choosing the business scope of the merchant.

Based on my experience in accompanying spotlight delivery, I have summarized 7 templates suitable for the spotlight delivery industry. If you are doing spotlight delivery, you can directly imitate and create.

These 7 industry templates have something in common: user conflict + traffic matrix + purchase reason + purchase guide + purchase commitment + purchase instruction

Figure: Focus on high conversion notes formula

1. User conflict: Products and services resolve certain conflicts that users want but cannot get.
2. Traffic source: When a note appears, users feel that it is their own and can immediately stop and click on the note;
3. Reasons for purchase: Why choose you and what are your advantages?
4. Buying Guide: What are your products and how to choose you?
5. Purchase commitment: What are the benefits after purchasing you? Will there be other risks? Reduce the user's purchase risk;
6. Purchase instructions: Hurry and buy, the products are limited and will be gone once they are sold out.

Let’s disassemble the seven major industry templates of spotlight delivery one by one;

1. Self-praise

The most common way to spotlight products on Xiaohongshu is to state the product selling points on the cover, explain the reasons for purchase in the main text, and encourage users to take quick action to consult during and at the end of the text.

In the past, I thought this kind of notes were too rigid and not suitable for advertising. But after actually advertising, I found that although their click costs were high, the users were very accurate. After advertising, they were much more reliable than the guide collection notes!

The core of self-praise notes is to extract your greatest advantage, which is also the biggest concern of users.

For example, if you are both in the immigration field, you have an advantage if you have been doing immigration for 38 years, you are an IP lawyer among divorce lawyers, you have a price advantage in housekeeping, and the Guangdong College Entrance Examination Repeat School has a teaching point in the city. These advantages are

If you don’t know how to write notes, you can check out this paid article: How to write natural flow notes and spotlight notes on Xiaohongshu?

Figure: Self-promotion Notes

2. Customer Cases

Users can compare before and after use, and at the same time embed purchase reasons and guides into their notes. This is suitable for customers who like home decoration, travel, beauty, wedding photography, etc.

The reason why customer cases are effective is that when users purchase products and services, they worry that the money they spend will not be effective and will be wasted. When you show real cases, it is easier to dispel their doubts.

Note: Customer cases are not just customer presentations. You also need to focus on writing your reasons for purchase, purchase guides, and purchase instructions. The quantity is limited, and the purchase quantity is limited now.

Figure: Customer case notes

3. Purchase options

Implant products and services into users’ purchasing choices, either in the brand or in the category. This is the case with ranking notes and reviews on the market.

When writing this type of note, the intention is not to blindly criticize peers, but to be objective and embed your own products into the choices.

The reason why the purchase option is effective is that products and services are embedded in the purchase options, locking the purchase entrance. Users come with the purchase needs and naturally place orders based on their needs.

More importantly, purchase selection notes, which are covered with the shell of popular science, will have a higher click-through rate and better note data.

Figure: Purchase selection notes

4. Brand personality

Brand personality content, that is, why this product and service is made, product features, and brand story.

Compared with self-promotional notes, brand personality can make users feel the warmth of the brand. It can not only be used for spotlight placement, but also can be kept as a top note for a long time, allowing users to understand the brand and dispel their purchasing concerns.

Common notes on decoration, care, and wedding dresses all use stories and characters to help users better understand the brand. This increases user trust and leads to faster conversions.

Figure: Self-introduction notes

5. Service List

Similar to a class schedule, in one picture and video, you can express what services you provide, how much they cost, and what they include;

The service list targets users who want to buy. As long as the notes can be distributed and the reasons for purchase are convincing, there is a high probability of obtaining customer information and sales.

Figure: Business List

6. Price advantage

When users buy products, they always pursue cost-effectiveness. Don’t be afraid to display the price. If customers are scared away by the price, they are not our potential customers.

Once a customer sees your price and clicks in, he or she must be the most valuable customer. Putting prices on the cover, text, and video is a way to screen users. If your price is competitive, write it out boldly.

Figure: Notes on price advantage

7. Pain points of the crowd

The last one is to write solutions around user pain points, while embedding purchase reasons and instructions so that users can place orders after reading them.

The effective way to take notes on the pain points of the crowd is to find the combination of the pain points of the crowd and the advantages of the product. Your product solves the pain points of the users. At the same time, how do you quickly solve the pain points of the users? The core is to make promises to the users.

Figure: User pain point notes

The above is the industry template suitable for Xiaohongshu’s spotlight placement.