Different notes have different effects. Here is a guide to the use of Xiaohongshu notes.

On Xiaohongshu, a social platform with rich content, different types of notes carry different marketing purposes and effects. From brand endorsement to user recommendation, to e-commerce behavior guidance, this article analyzes the most useful uses of different notes in promotion and provides a comprehensive Xiaohongshu note marketing strategy for brands.

I have seen many businesses that can do well by relying solely on enterprise notes, and I have also seen many businesses that can achieve results by relying solely on expert notes. However, those that can achieve large-scale results are, without exception, businesses that do well in several types of notes.

Therefore, different notes and different effects can often achieve twice the result with half the effort if they can complement each other. Today, let’s talk about the roles and effects of several different types of notes.

1. Enterprise Account Notes

1) Brand endorsement

This type of note often requires the brand to output professional scientific knowledge or brand value concepts, etc., using professional content to increase the authority of the brand.

For example, our partner "Newt Shuma" will publish notes with brand endorsement to demonstrate the professionalism and authority of its products when running a professional account. Displaying keyword information such as "R&D by the University of California team", "Cooperation with Peking Union Medical College", "High-resolution professional magazines at home and abroad" in the professional account can not only output professional scientific knowledge to users from a brand perspective, but also help users better understand brand products and trust the brand more, thereby increasing user stickiness.

The output of professional knowledge in the corporate account can help brands obtain authoritative brand endorsement. In addition to publishing on the brand’s own corporate account, we can also cooperate with professional representatives of KOL and KOC. When we promoted Nutricum, we used the soft implantation of popular science videos to show the product selling point of the product "water-soluble dietary fiber powder" - improving constipation, to users and create a hot article.

The company successfully endorsed its brand with the professional authority of gastroenterologists, directly establishing a healthy and positive corporate image for the brand.

2) Brand lucky draw, linkage notes

It can be said that brand professional account lotteries and linkages are the best ways for brands to attract new customers and break out of their circles.

If a brand professional account wants to give a product a unique and novel meaning, how can it promote cross-border traffic? It has to publish brand linkage notes, and the most direct effect is to add new labels and new attributes to the product through cross-border linkage and cross-category cooperation.

Take Bawangchaji's new product "Wanli Mulan" and the collaboration with Tomb Raiders for example. By posting a blockbuster story about Mulan joining the army to replace her father on Xiaohongshu, the product adds an "Oriental highlight", which fits the brand tone of the account itself, "Oriental Tea", and conveys to users the selling point of the product itself, "a cup of tea = a cup of latte, an oriental refreshing drink". Prior to this, Bawangchaji's Xiaohongshu account also posted a script-killing warm-up event about the collaboration with Tomb Raiders, a major IP in the novel world. Through the "online joint warm-up" on the site, it successfully launched an offline script-killing flash event.

If the effects of these joint notes of Bawangchaji are not obvious enough, then we have to mention the joint work of its big brother "Heytea" with the internet celebrity IP female star Loopy.

As a cartoon IP with extremely high discussion volume on Xiaohongshu, Loopy covers a very wide range, with a very high market share in the fields of dressing, learning, emoticons, etc.

After the collaboration with Loopy, Heytea’s professional account followed the hot topics on the site and launched the “Heytea eye-catching bag” campaign. By using keywords, it successfully brought the collaboration between the product and Loopy into the fashion track, setting off a wave of Heytea eye-catching bag fever.

3) Product recommendation notes

The product recommendation notes here are very direct. On Xiaohongshu, recommendation is the key point.

Usually, product recommendation notes highlight the selling points of products more directly, which can quickly influence the decision-making needs of potential users and improve the conversion rate of products.

How can professional accounts produce high-conversion grass-planting notes? To do so, we must use the keywords and covers of "scenario-based + functionalized". We can introduce our products based on demand scenarios, magnify the functionality of the products, and use user thinking to directly turn the "selling points" of the products into "communication points" for building interest with users, so that users can be attracted by the cover immediately when searching for demand scenarios, thus attracting traffic for the brand.

2. Expert Notes

Expert notes are usually some evaluation and recommendation notes that brands create after they screen kols and kocs on the Dandelion platform. They belong to the type of cooperation.

Expert bloggers have a key influence on the Xiaohongshu platform and are able to lead the way in promoting products. Brands can collaborate with selected bloggers who match their profiles to publish promotional notes about their products, which can help them reach target users with great accuracy and leverage their influence to gain endorsements for their products and expand brand awareness.

For example, the evaluation video of the collaboration between Boruimei and the beauty blogger Ali Beibei is a video advertisement produced directly after being reported on the Dandelion platform. Through the influence of the beauty blogger, Boruimei's makeup setting spray is directly promoted to its precise beauty fan group.

Simply put, the significance of publishing expert notes is to empower the product by leveraging the expert's creative and communication capabilities. Although enterprise account notes also have a role, after all, the number of experts' fans is usually much higher than that of enterprise accounts.

We recommend that after an enterprise account has a certain amount of content, it can start publishing expert notes. In this way, when users are attracted by the expert notes and search again to learn about the brand, the content of the enterprise account notes can also play a certain role.

3. Sales Notes

We believe that business notes are the best form of notes for KOCs.

Most merchants’ traditional perception of Xiaohongshu is that the first thing to do after entering Xiaohongshu is to spread KOC notes. However, in 2024, spreading KOC notes is no longer a good way of promotion. Not only will it not bring good results, it will also bring certain risks of brand deduction.

Sales notes have become the best alternative to KOC for expansion. On the one hand, KOC still has an advantage in cost-effectiveness when publishing sales notes. On the other hand, notes with product links will not bring deductions to the brand and can be published and expanded without limit.

The most important thing is that business sales notes can bring e-commerce behavioral groups to brands. As long as the base of the group is established, follow-up investments can be made and the groups can be reached multiple times in the future. This is especially true for products with low customer orders and short conversion decision cycles, which are very suitable for business sales.

Final Thoughts

To sum up, the order of note-taking we recommend is to first make notes for the enterprise account, then make notes for experts, and finally make notes for business sales.

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