Everything is unified, Xiaohongshu officially announced the only legal way to attract traffic

As Xiaohongshu platform continues to optimize its traffic diversion rules, brands and merchants on the platform also need to adjust their marketing strategies accordingly. This article will introduce Xiaohongshu's only compliant traffic diversion path from January 7, 2025 - the private message acquisition tool, for your reference.

I think everyone has received this kind of news in the past few days. Many friends are asking me if this is true. Here is a unified reply: It is true.

From January 7, there is only one legal way to attract traffic to Xiaohongshu, which is to use the [Private Message Customer Acquisition Tool] under the private message channel to retain information legally. All other methods will be illegal. The official one-size-fits-all policy will be implemented

So what exactly is this [Private Message Customer Acquisition Tool]? How to use it in practice? The following will answer your questions...

1. Compliance-based traffic diversion paths

Starting from January 7, 2025, [Private Message] will become the only designated path for merchants in all industries to exchange contact information in private messages between Xiaohongshu and users. The full path is as follows:

Set a welcome message through private messaging → automatically reply to a message card based on keywords/send a social media business card → users leave information/add WeChat, the path is shorter, the response efficiency is more timely, and the traffic generation efficiency is higher

In addition, other traffic diversion methods will violate the rules. Related violations will result in the account being restricted on Xiaohongshu, with a decrease in exposure and interaction, and a 7-day/14-day/30-day ban. In serious cases, the account may be blocked and the brand assets cannot be recovered.

2. What exactly is the private message customer acquisition tool?

The private message acquisition tool is an official tool based on private messaging that provides three different compliant traffic diversion methods

The tool supports three compliant traffic diversion methods: service information card (users can actively leave contact information after clicking), enterprise WeChat business card (users can jump to the enterprise WeChat and add friends after clicking), and personal WeChat business card (users can copy the WeChat ID and add friends with one click after clicking). The official introduction of each method is attached below

1) Service card

The service retention card is a new retention link, which is actively sent by the merchant to invite users to fill in the retention information. The service retention card supports merchants to configure the main picture, gift/card coupon content, display of the number of converted people and other information, presenting structured interest information to users; at the same time, the contact information of users who have authorized retention in the past will be pre-filled in the retention card interface, and users can click a button to submit, improving the efficiency of retention; merchants can also configure information supplement cards, and when users complete the retention card submission, they will automatically push invitations to users to supplement information

Product Highlights:

① The information retention module supports optional mobile phone number/WeChat:

② The contact information of authorized users is pre-filled to reduce the manual cost of users;

③Support configuration of modular interest point information, merchants can display configurations based on their actual operations, activities, and services

2) Business card

The business card is a new information display card added to the private message conversation. The merchant can configure his own contact information as a business card and actively send it out when the user needs it, so as to establish a connection later; the business card supports the configuration of mobile phone number, corporate WeChat, WeChat, and DingTalk; after the user clicks on the business card, he can quickly make a call, add corporate WeChat, and copy the merchant WeChat/DingTalk number

Product Highlights:

Better user experience - [Enterprise/Individual Micro] Users have fewer manual operation steps, users can get the merchant's contact information with one click, official tools enhance user trust, and process data can be analyzed

More efficient customer acquisition - [Enterprise/Individual WeChat] reduces leakage in each link, adds customers with one click, and displays "number of converted customers" to call for the next step of action

No need to develop feedback - [Enterprise WeChat Business Card] Xiaohongshu cooperates with the official enterprise WeChat to seamlessly obtain the successful data of adding WeChat and complete attribution disclosure, without the need for customers to develop feedback separately

Improve the ability to run volume - [Enterprise WeChat Business Card] Enterprise WeChat plus WeChat success volume into the private message retention model, improve the private message retention running volume effect

3) Private message shortcut menu

The private message shortcut menu is always at the bottom of the private message conversation. Merchants can set up functions such as immediate appointment and phone contact to obtain retention information; the newly added "Social Media Business Card" function supports the configuration of corporate WeChat, personal WeChat, and DingTalk accounts in the shortcut menu bar, so that users can obtain merchant contact information with one click

Product Highlights:

① Merchants can select a contact method to configure as a business card, and the quick menu will always add a display position for the merchant's contact information

②You can guide users to check the connection when they have needs, improving the reception efficiency during off-peak hours/nighttime/no customer service. 3. Private messaging fully supports KOS

The above paths and tools can be activated and used by certified enterprise accounts. In addition, the use rights of KOS accounts are supported. KOS is the enterprise employee account. After the personal professional account is bound to the enterprise relationship, the relevant tool permissions can be configured in the enterprise professional account

Therefore, at present, only enterprise professional accounts and personal professional accounts bound to enterprise KOS can use relevant tools, and ordinary personal accounts cannot use them

There is no unified standard for the threshold of the tool. There are two types of merchants who have been automatically granted access and can use it for free. One type is merchants who have previously spent a certain amount of money on customer acquisition through Juguang leads; the other type is merchants who have already bound to KOS.

If the tool permissions have not been activated in the background, you can contact Zhike to inquire whether you can try it for free. According to the relevant official announcement, the private message acquisition tool will be open to all Juguang customers and their eligible employee numbers for a limited time for free trial starting from December 11, 2024. If the component involves charges in the future, the specific rules will be notified separately before the charges are launched.