Xiaohongshu Launch Review Guide

In the world of digital marketing, every advertising campaign is a new adventure, and reviewing is a valuable reflection after the adventure. This article provides brands and operators with a detailed review guide for Xiaohongshu advertising campaigns for your reference.

Reviewing is like summarizing the experience and lessons learned after a battle, to see what we did well and what needs to be improved. This is not only related to the effect of our advertising, but the data obtained from the review is also one of the most important virtual assets of the brand.

So, how can we conduct an effective post-investment review of Xiaohongshu? Next, I will take you to discuss it in depth.

1. Review of the launch

First, we need to clarify several key steps of review:

1) Project Background Review

In this step, we need to review the content including the delivery target, delivery content, delivery cost and delivery target. These are the basis of review and the starting point for evaluating the delivery effect.

Delivery target

When placing ads on Xiaohongshu, we must have a clear goal. Is it to increase brand awareness or directly promote sales? Different goals will lead to different strategies and evaluation criteria.

Content delivery

What forms of content do we put in? Is it content cooperation or performance advertising? Or a combination of the two? Do these contents match our goals and budget?

Cost of placing

Budget investment and allocation are equally important. We need to evaluate whether the overall budget investment is reasonable and whether the specific budget is used effectively.

Target

What are our main products? Do these products meet the needs of Xiaohongshu users and market trends?

2) Sorting out the delivery effects

In addition to conventional CTR and CPE indicators, we also need to pay attention to volume-related indicators, such as product search trends, brand ranking improvement, etc. These indicators can help us understand the growth of brand volume across the entire network.

When analyzing the effect of advertising, we should not only look at conventional indicators such as CTR, CPC, CPE, but also pay attention to the increase in voice. For example, product search trends, brand rankings, etc., are important indicators to measure the long-term value of our advertising.

Conventional indicators

For conventional indicators, we can focus on data dimensions such as click-related, interaction-related, and hot article-related according to the different demands and marketing stages of the brand.

Volume indicators

For volume indicators, we can pay attention to the increase in brand product word search volume on other e-commerce platforms, the increase in the proportion of non-paid traffic, etc. These data can help us understand the value of Xiaohongshu in increasing the volume of brand products.

3) Accumulation of experience in advertising

In this step, we need to analyze which delivery operations are effective, so as to provide reference for subsequent delivery strategies.

Finally, we need to review the delivery strategy, analyze which actions are effective, which groups are our core groups, and who are our potential groups. These experiences will provide valuable references for our subsequent delivery.

2. Content Review

Content review is an important part of the review process.

We need to conduct in-depth analysis from three dimensions: strategic direction, key note analysis, and content summary.

1) Strategic direction analysis

In this step, we need to analyze the overall strategic direction of the content. We can approach from different dimensions such as the influencer matrix, content direction, and selling point type, and select different indicators for evaluation based on the different demands of the brand.

2) Key Notes Analysis

For the performance of a single note, we can analyze it from the aspects of title highlights, cover highlights, and text highlights. These analyses will provide us with detailed guidance to help us do better in subsequent note creation.

3) Summary of content

When summarizing the content, we can precipitate the methodology from dimensions such as hot selling points, influencers, content direction and user focus. These summaries will provide valuable references for subsequent content creation and delivery.

3. Platform and Track Analysis

In the review of Xiaohongshu’s launch, the analysis of the platform and track is crucial. This not only helps us understand the current competitive environment, but also guides our strategic layout.

1) Track trend analysis

We can gain insights into the development trend of a track by analyzing the search and content trends of the track. This helps us determine whether the current track is a red ocean or a blue ocean, and make corresponding strategic adjustments.

Top search terms for monthly report track

You should all be familiar with monthly reports. Xiaohongshu updates the monthly reports of various industries every month, which include the top keywords of industry segments. If we find that category words account for a large proportion of the top searches in a certain track, but few related brand words appear, it means that the brand awareness of users in this track is not obvious, and it is suitable to take the lead.

2) Track opportunity insights

By deeply understanding user needs, we can find the entry point for the product. This includes analyzing user active search behavior, content supply issues, and user discussion focus, so as to dig out opportunities in the track.

Focus on upstream and downstream promotion

In the background of Juguang, there is a very useful tool: keyword planning tool.

We can use the keyword planning tool to determine the market size and explore demand words. For example, upstream and downstream words can help us determine which keyword the user who searched for our keyword came from before searching for the keyword, or what word he searched for after searching for our keyword. This tool can help us analyze consumers' potential needs more accurately.

4. Next Steps

After a detailed review, we need to make plans for the next step, including product matrix optimization, content strategy, and delivery strategy.

Product matrix optimization

We can optimize the product matrix for subsequent launches based on the results of this launch. For example, we can divide products into star products, potential products, and long-tail products, and allocate them reasonably according to their respective marketing goals and budgets.

Content Strategy

Based on previous content experience, we can formulate new content strategies, including determining product selling points, core groups, suitable scenarios and content direction, and selecting the right types of influencers for cooperation.

Delivery strategy

In terms of marketing strategy, we need to clarify the marketing stage, control the marketing rhythm, and combine marketing resources.

We can also screen out high-quality targeting and material types based on previous delivery experience and track conditions, and clarify the next step of information flow and search delivery direction.

Reviewing is not only a summary of the past, but also a plan for the future.

I hope this article can help you go further on the road of advertising on Xiaohongshu.