The traffic growth of Xiaohongshu is too slow. How to optimize it?

In the world of digital marketing, Xiaohongshu, as an important traffic platform, has been closely watched by brands and marketers for its traffic growth strategy. However, faced with the challenge of slow traffic growth, how to optimize the delivery strategy and increase natural traffic has become a problem that many marketers need to solve urgently.

Refined operation is a platform trend that will not change in the next few years for Xiaohongshu

The first is the distribution of traffic. Unlike Douyin, Xiaohongshu has a relatively concentrated traffic and can only rely on homepage distribution to gain a large amount of exposure. Xiaohongshu’s traffic is distributed on the discovery page and search page, and both require targeted content.

Next, I will share with you two major scenarios for natural traffic. How to use different content to get traffic in different scenarios

1. Differentiation of traffic

Traffic can be roughly divided into natural traffic and commercial traffic. First of all, let's clarify what is natural traffic? Natural traffic refers to the traffic generated by users accessing content through natural channels such as search, discovery, and recommendation. To put it simply, natural traffic is the traffic generated by users first going through the platform's recommendation page, discovery page, or actively searching and discovering our notes on the platform.

Commercial traffic obviously refers to traffic purchased through advertising and promotion, because it is usually a purposeful and targeted promotion. This also leads to the fact that if merchants rely too much on paid traffic to create fake explosive notes, although it can increase exposure for product brands in the short term. However, it is difficult to truly achieve effective seeding and word-of-mouth accumulation if the traffic is not actively brought by users.

Although we have emphasized before that product note traffic is the most accurate non-paid traffic we can get, it is definitely not okay to only focus on commercial traffic and ignore natural traffic. So today I will share with you some tips on how to increase natural traffic.

2. How to get volume on the discovery page

Traffic on the discovery page is relatively easy to generate. If you only choose one data point that has the greatest impact on the traffic of notes on the discovery page, it is the click-through rate.

Highly clicked notes are very likely to get traffic on the discovery page, especially scenario-based content, because scenario-based content is easy to make some eye-catching covers and titles, and the topic selection is also easy to combine with consumer pain points

For example, if we want to use notes to attract target users with "sensitive skin, oily skin, and acne-prone skin" for the product "Oil-control and acne-removing facial cleanser", then the cover needs to directly hit the pain points of this precise user group, using a direct and impactful cover + scenario-based keywords such as "oily skin, acne-prone skin, see the crush without makeup" + similar user experience angles to attract users to click and resonate. Doing note covers and titles in this way will not only increase our note click-through rate, but also help the system push them to our target group more accurately, attracting users with acne-prone skin problems, and making the population portrait clearer.

3. Search page measurement posture

1) Find blue ocean words in segmented needs

In fact, from search to conversion, consumers only do one thing: comparison

After comparison, consumers see irreplaceable product attributes in your product, and ultimately have no choice but to choose you.

Either it is based on product attributes, your product does have advantages over competing products that others cannot achieve, but this situation is still rare in China today when the supply chain is so mature.

Either based on segmented demand, the newer the brand, the less likely it is to compete in large demand and scenarios. There are too many competing products to be compared, and without obvious product advantages, it is difficult to win.

Instead, you should focus on the niche demand words, open up your own battlefield, and use persuasive content to highlight the relative advantages of your product, at least in this niche demand word, to be incomparable.

The segmented blue ocean demand words have the following characteristics:

1. The average monthly search index is greater than 5k and less than 50,000 (there are searches, but the search volume is not that large)

2. There are not many competing products, and the bid price is still at a level of a few tenths.

3. There are no big hits in the word

2) Use cross-testing to intercept competitor traffic

Evaluation notes are a type of soft advertising notes that all businesses will come into contact with. If you want to quickly obtain accurate traffic on the search page, horizontal test notes are a very good method. Not only can you get the search traffic of other competitors, but you can also get accurate search users to increase product exposure.

I want to emphasize here that when making review notes, you must not make low-cost splicing content! What is splicing content? It is those horizontal test notes that do not have real experience, use malicious and blunt creation techniques, and splice recommendations of products at low cost! Such notes are not only not convincing enough, but also easily detected by official platforms.

Take facial cleansers as an example. For example, the following notes simply display multiple acne-removing products together and label the products with efficacy keywords, without convincing users from a "realistic" experience perspective. In addition, the most critical point is to use the cover keyword "acne-removing essence that hurts the skin" to attract users. Maybe your users are not attracted, but instead the competitors you mentioned are attracted to complain about the notes. Not only will the notes be removed, but the account status may also be affected, which is not worth the loss.

So how do we use review notes correctly? We can directly target high-demand users corresponding to the product, determine the search keywords, see what keywords these users search most frequently, and produce cross-test content to attract users. Why do people like to read review notes on Xiaohongshu? It is because the amount of information in review notes is very huge. It can quickly let users get different information about the product in a limited amount of content, helping them to make comparisons.

However, the current evaluation content is too similar, and the influence of content on users is not as strong as before. So how can merchants improve the influence of content? Here is a method for everyone, which is to find a new way to cut in, use just the right exaggeration to highlight the pain points, and actively help users summarize and select suitable products by removing minefields.

3) Extremely scenario-based content

Some time ago, when we were observing the market, we found a brand in the baby food category. This brand only did one thing and achieved a monthly sales of millions on Xiaohongshu.

I was really curious, so I found the content channel manager of this brand and asked them how they came up with this method to create content on Xiaohongshu.

In the end, it was discovered that they were not interested in picking the willows that would bring them shade. Before they started Xiaohongshu, they had already run a content template with extremely high transaction efficiency on Douyin. They just took this template to Xiaohongshu, and unexpectedly the effect was still very good.

To sum up, it is the ultimate scene

While other competitors were still working on baby recipes, complementary food guides, and complementary food reviews, they found a group of mother and baby accounts with beautiful babies who enjoyed eating. They created a main screen with the theme of babies enjoying eating and added content in the form of mothers’ oral broadcasts, which helped this brand achieve an average monthly sales of millions on Xiaohongshu.

I believe that every product has a scene that is very healing, relaxing, or highly watchable. You might as well add some content to these scenes, which may have unexpected effects.

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