Is it necessary to create a matrix on Xiaohongshu?

In the era of digital marketing, how brands can effectively increase exposure and influence on social platforms such as Xiaohongshu has become a hot topic. This article explores the necessity of establishing a matrix account on Xiaohongshu and its potential risks. The author analyzes the pros and cons of matrix operations and provides strategies to improve the efficiency of self-produced content, helping brands achieve a more efficient marketing layout on Xiaohongshu.

Matrix, everyone should be familiar with it

Through the operation of multiple accounts, stronger exposure is achieved. There are many brands on Xiaohongshu that have successfully achieved low-cost marketing through matrix operation. Of course, there are also some brands that have not achieved much effect through matrix operation and have increased the workload of content colleagues.

Therefore, whether to make a matrix and how to make it have become a widely concerned topic. Today, I will talk to you about the matrix. My answer to the matrix

1. Matrix has opportunities and risks

On platforms with strong distribution capabilities, matrix is ​​actually the most suitable, but on platforms with more mature commercialization, the effect of matrix is ​​relatively weak and will bring certain risks to the brand.

The essence of the matrix is ​​to fight against the placement. Of course, the platform will not encourage it. The platform’s attitude has been very clear. It is to use it as a tool.

If you are a chain store with a large number of shopping guides, you need to use the KOS system for unified management and unified traffic, otherwise you will not be able to take away the traffic.

If you are not a chain store, but just want to steal traffic by doing matrix, then you have to contribute high-quality content, otherwise the algorithm will not give you traffic. Do you remember the crackdown on matrix black and gray accounts released some time ago? Control and punish a large number of low-quality, homogeneous, and low-cost secondary creation matrix content, and completely put an end to this kind of game of using low-quality notes or the number of notes in exchange for exposure and the probability of explosive articles.

2. Is it necessary to make a matrix on Xiaohongshu? You just need to understand one point

Today we are mainly talking about the horizontal matrix on the same platform, that is, establishing multiple accounts on the Xiaohongshu platform to publish notes to improve the overall exposure of the brand. Another matrix form is the vertical matrix of multiple platforms, that is, the same content is distributed on multiple platforms, killing two birds with one stone.

The vertical matrix is ​​relatively simpler and is recommended in most cases. The horizontal matrix is ​​different. The content creation efficiency of the brand itself must be considered. If the content creation efficiency is low, the matrix will only increase the pressure on the team. The content produced under high pressure can only guarantee quantity but not quality. The quality of the content happens to be the key point that determines how much traffic the content can obtain.

So, facing the question of whether it is necessary to build a matrix on Xiaohongshu, I think people should not consider building a matrix because they see that the matrix helps with traffic, but the team already has a very strong content production capability, and the traffic acquisition capability of a single account can no longer keep up with the content production efficiency. Therefore, by establishing more accounts, forming a matrix, and accommodating more content, these contents can get more traffic.

Therefore, before making a matrix, you must think clearly about what your purpose is. Is it really necessary to make a matrix? Do you really have the ability to make high-quality products in batches? At any time, do not make a matrix just for the sake of making a matrix. Any metaphysical decision is a persecution of the team.

If you want to do it, how to improve the efficiency of self-production of content in Xiaohongshu matrix

I think it is difficult to make matrix content heavy. If you must make a matrix, you must find a way to make the content "lightweight" and "native".

1) Product display photos are mostly taken directly from the original camera. Xiaohongshu can directly post live photos to increase the realism of the pictures

Live pictures are both lightweight and the closest to the original content of the community. Especially for products with high appearance, you can find different angles of the product to make post pictures and notes.

2) The grass-planting notes can be combined with scenarios to expand the topic selection and avoid content homogeneity

When the matrix reaches a certain level, the brand will face a difficult problem: how to avoid content homogeneity?

The greatest common divisor of content is actually the topic selection. Topic selection = different groups of people * different needs * different scenarios * different content forms. The best way to avoid content homogeneity is to enrich the topic selection and combine different content factors to create more different topics.

3) Killing two birds with one stone by delivering high-quality content from experts

If you have accumulated a certain amount of expert content, whether it is content or topic selection, you can actually put the expert content into the matrix account for secondary creation and distribution.

I don’t know if you are familiar with the form of “slicing”. This form of content is common in Douyin. Some popular influencers will have some cooperative secondary creation accounts, which will be used to create, edit and distribute secondary creations based on the influencers’ high-energy clips. In this form, influencers get stronger exposure, and creators also get traffic with the help of influencers, which can be monetized through this part of traffic.

The same is true for brand matrices. Hot or high-quality expert content can be distributed through the brand's own matrix, which can form a win-win result of 1+1≥2. Expert content is a very good matrix material and must be used well.