6 reasons why Xiaohongshu’s spotlighting failed｜Practical operation of spotlighting

On the colorful marketing canvas of Xiaohongshu, spotlight advertising is a bright spotlight that attracts attention to brands. But why do some brands lose their luster under this light? This article deeply analyzes the six major reasons that lead to poor results of spotlight advertising, from vague selling points to slow material updates, from slow operational response to improper plan adjustments. Each link may be the culprit for the failure of advertising.

When we were connecting with merchants for spotlight placement, I found that the cost of spotlight placement on Xiaohongshu was high, which was nothing more than the following 6 reasons.

1. Unclear selling points

Products and services are to solve user problems. Why do users choose you? It is your selling point. In the early stage, in order to quickly go online, merchants will refer to the notes of their peers and quickly create a running note.

However, the notes of peers are written in combination with their own selling points. Many merchants have not refined their own selling points, resulting in no running notes or high cost of note placement; running notes must be combined with your own selling points, such notes are super sales.

How to refine selling points? Read this article with a half cup of coffee: How to write a high-conversion note on Xiaohongshu? Attached with reference templates and methods

2. Slow material iteration

The spotlight plan will inevitably decline, and creativity is even more so. A creative idea will slowly lose volume over time and eventually be eliminated by the market. But the running volume notes must be in line with user needs. What we need to do is fission, turn the running volume notes into more notes, and continuously iterate the spotlight delivery materials.

Many accounts rely too much on 1-2 creative ideas and don’t take new notes. They don’t cultivate new plans, which eventually leads to the failure of new and old plans, and they fall into the nightmare of building-closing-building-closing.

3. Slow operational follow-up

The length of response time determines the possibility of user purchase, whether it is an e-commerce or private domain merchant; special attention should be paid to the length of customer service response time and attentiveness.

Especially for private domain merchants, operational response time is critical. Official data shows that the probability of adding V will decrease as time goes by. 30 minutes is the limit, and 1 minute is considered excellent.

At the same time, the attentiveness of the reply is also very important. Many operations rely on automatic replies. Users do not have the patience to read long automatic replies. Only sincere replies can get customer information. Boss, please give your customer service staff a raise to improve their work enthusiasm.

4. Adjust your plan at will

Many times, when the plan is running well and the price is lower than the market, operations can’t wait to adjust the price.

Note that the price adjustment range is the price of the bid and the system running volume. If the price is adjusted too low, it is easy to kill the plan. If you raise the price again, it will be difficult to revive the plan. Don't adjust it randomly if there is no need. The system understands users better than you do.

5. Weak backend conversion

Why would users buy your product? It's your product details page and your communication skills. If these are not done well, no matter how much traffic comes in, it will be useless and the traffic cost will be wasted.

These are to further enhance the selling points, form a strong reason for purchase and a certificate of trust, and dispel the user's purchase doubts. It is recommended to buy this popular copywriting to organize your product selling points.

6. Poor product and service

Users buy products and services to solve problems. After purchasing products and services, they find that the products and services are exaggerated, which leads to the emergence of various lightning protection posts. One bad review is worth hundreds of good reviews. If your products and services are not up to standard, the spotlight will only accelerate the fermentation of your negative reputation.

Advertising is like water, it can carry a boat but can also capsize it. Producing conscientious products and services is an important prerequisite for advertising.