The secret of Xiaohongshu operation - running volume template

In the marketing ecosystem of Xiaohongshu, the running volume template is the core tool for achieving efficient delivery and rapid conversion. This article deeply analyzes the definition, components and importance of the running volume template in the operation of Xiaohongshu for your reference.

Many businesses encounter problems with spotlight advertising, such as insufficient consumption and high advertising costs. These problems can all be solved with the "volume template"! ! The volume template is the core of spotlight advertising!

What is a sales template? My understanding is that it is a sales material that converts quickly. On Xiaohongshu, it is a sales note, and offline, it is a super store material. The sales template has three characteristics: fast consumption, good effect, and replicability.

Fast consumption means that the advertising delivery rate is fast, and the budget you give it can be spent quickly; good effect means low delivery cost and good conversion effect; replicable means that such notes can be copied in batches.

As long as an account has 1-2 running templates and extends more than 10 notes, it can basically reap half a year's dividends.

1. How to understand the running volume template

What is a running volume template? I have summarized the following:

Running volume template = cultural matrix + purchase reason + detailed evidence + purchase instruction + user value

Cultural matrix: A high-volume template must be something that users can quickly identify, awaken their purchasing desire, and have content that users are aware of.

When we write notes, we need to figure out what the buyer is thinking, doing, and what he needs. You know what is happening to him at this moment, and he is highly sensitive to words, symbols, and rituals. (Definition from Hua Nan's "Super Symbol Principle")

The cultural matrix has two major benefits: the first is to allow users to quickly identify and know what you are doing? Currently, most of the posts on Xiaohongshu are notes, which users cannot understand at all;

The second level is to stimulate the user's desire to buy. After seeing it, the user wants to buy it. This is the charm of the cultural matrix. It sounds a bit mysterious. The cultural matrix is ​​the words and symbols that the user has cognition.

For example, the template for tomato merchants to increase sales is mostly tomatoes in a box. Tomatoes in a box is a cultural matrix.

First of all, users know that you are selling tomatoes. In addition, the display in the box is a familiar picture to users. It is the scene where users buy tomatoes offline. This is also the cultural matrix.

Figure: High conversion tomato template

Reasons for purchase: After users are attracted by the cultural matrix, we should quickly give them reasons to choose us;

Detailed evidence: Why do users choose you? The key is to explain the purchase reasons and make users believe them.

Purchase instructions: Since the user has seen so much, don’t hesitate, just buy it quickly. Private messaging customers call on users to send private messages, and e-commerce customers ask users to place an order in the lower left corner;

User value: Even though it is a sales note, users still feel it is valuable after reading it, both emotionally and functionally.

When we create a template that runs high volume, it becomes our sales nuclear weapon. By displaying such a template in front of users through advertising, we can achieve conversion. The more advertising traffic, the higher the conversion.

An awesome template for running in large volumes, integrating differentiated brand selling points, is difficult for competitors to imitate.

2. Where is the running volume template?

How to find a running volume template? You can use these 5 methods

1. Peers are investing in notes

If the interactive data of peer notes is high and there is a purchase request in the comment area, such notes can be directly imitated. The specific path is to log in to the Juguang platform to see high-quality creative ideas and find them through the list;

After finding the template, use the above-mentioned template to analyze why users click, leave messages and comments. The best way is to examine it for 10 minutes so that you can understand it. Don't copy it directly.

Figure: Xiaohongshu’s popular commercial content list

2. Notes on low number of followers and high conversion rate for amateurs

Search by keywords in the category, select notes from the past month, and look at the comments section of the notes where ordinary people made purchases. Analyze why users are willing to click on this note, leave messages, and trigger purchase ideas.

3. Notes on the amount of money your account can take

Take stock of which notes in your account have good sales and analyze the reasons for the sales. Is it because the cultural matrix is ​​good? Is the reason for purchase correct?

Or the user's purchase call-to-action is high. Through analysis, the notes that can get volume can be further cultivated into a template for running volume.

4. Focus on 7 types of notes for self-examination

See Chapter 3 for details

5. Notes on other categories

Pay more attention to Xiaohongshu on weekdays, and look for notes on other categories with high volume, and imitate the same crowd and cross-category;

3. Types of running volume template notes

I have written about how to create a volume template in my previous articles. I think these 7 templates can be used. 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

User conflict: Products and services solve some kind of conflict for users;

Traffic source: When a note appears, users feel that it is their own and can immediately stop and click on the note;

Reasons for purchase: Why choose you and what are your advantages?

Buying Guide: What are your products, what are their features, and how do you solve them?

Purchase commitment: What are the benefits after purchasing you? Are there any other risks?

Purchase instructions: Hurry and buy, the products are limited and will be gone once they are sold out.

Let’s break down the seven industry templates of Focus Delivery one by one;

1. Self-promotion

The most common way to spotlight Xiaohongshu is to write the product selling points on the cover, explain the reasons for purchase in the text, and ask users to take quick action to consult in the text and at the end of the text. In the past, I thought this kind of note was too rigid and not suitable for placement.

But after actually launching them, we found that although their click costs were high, the users were very precise and 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 all in the immigration business, you have an advantage if you have been doing immigration for 38 years, you can be an IP lawyer among divorce lawyers, you can be a price advantage in housekeeping, and you can be a school for repeating the college entrance examination in Guangdong.

Figure: Self-promotion Notes

2. Customer Cases

Users can compare before and after use and embed purchase reasons in their notes. It is suitable for customers who like decoration, travel, beauty, wedding photography, etc.

The reason why customer cases are effective is that when users buy 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

Products and services can be embedded in the purchase options, either in the brand or in the category. This is the case with the 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, disguised as popular science, complete our marketing actions.

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.

Figure: Self-introduction notes

5. Service List

Similar to a class timetable, a picture and video can express what services you have and how much they cost.

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. Highlight the price

When buying products, users 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 customers see your price and click in, they must be the most valuable customers.

Embedding prices in the cover, text, and video is to screen users. If your price has an advantage, 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.

An effective way to take notes on people’s pain points is to find the intersection of people’s pain points and product advantages, so that your product solves users’ pain points.

Figure: User pain point notes

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