I have compiled 23 tips on how to use Xiaohongshu’s spotlight advertising!

In the ocean of digital marketing, Xiaohongshu's spotlight advertising is undoubtedly a treasure that brands are competing to explore. The author of this article brings us 23 carefully sorted spotlight advertising experiences for your reference.

Hello, everyone. I am Jiang He. Today I will share 23 experiences I have sorted out about running with Focus Delivery. If you want to know more about Focus Delivery, you can add WeChat 18365227923‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍

1. Targeting, bidding, and creativity are the three core elements of advertising. Targeting and bidding are about finding people, finding more people. The core of creativity is conversion. Users follow the notes and get converted.

2. The principle of Xiaohongshu bidding advertising is: ecpm = bid * estimated click-through rate * estimated conversion rate * 1000. The higher the bid, the higher the click-through rate and conversion rate, and the higher the cost per thousand impressions. The platform will sell the advertising space to you.

Figure: Juguang platform advertising bidding principle

The estimated click-through rate and bid are taken into account to determine the number of exposures per thousand. As there are more and more competitors, the bids are also gradually increasing. When merchants first start to place spotlight ads, they must work hard to come up with creativity. There are two aspects of creativity here: one is the estimated click-through rate, and the other is the consultation conversion rate.

3. Be cautious when using popular science and strategy notes. Although they have a high number of likes and comments, they have a high conversion cost and are good types of notes for self-promotion.

How to write high conversion notes? You can read this article; How to write high conversion notes on Xiaohongshu? How to write high conversion notes on Xiaohongshu? With reference templates and methods

4. The cost of account delivery continues to increase. It is likely that the quality of the old plan’s creativity has declined, while the new plan’s creativity has not taken off, resulting in a lack of delivery volume and high delivery costs.

5. When should you develop new plans? When costs are low, develop new plans. When your account is unstable, test new plans. This can easily lead to a mental breakdown.

6. The plans of the accounts will also compete with each other. If the plan performs well, you can choose to copy it, and then adjust different indicators to get more volume.

7. The plan has been sluggish for many consecutive days, and it can't run out and the volume can't be increased. Although it is a headache, you might as well think about the good side. It's time to update the notes more. The creativity of the notes will inevitably decline. If it decreases by 10% every month, the creativity of the notes will gradually decline in 3 months.

8. Each account must have a running volume plan. Accounts that cannot produce volume usually do not have a running volume plan.

It is like a house without load-bearing walls, which is very fragile. Once the market fluctuates, the cost will fluctuate greatly. Find a volume-generating plan, grab it, and copy, rewrite, and launch it frantically.

9. Paid traffic combined with natural traffic. If you rely solely on paid traffic, the cost will be higher and higher. The competition in paid advertising is not only with peers, but also with other categories. There must be merchants who do not want profits to grab your users, so you need to set up natural traffic accounts to reduce costs.

10. The material is the orientation and determines whether it will be purchased. Good material can attract the audience in a confused state, show the reasons for purchase, quickly list the evidence, add purchasing emotions, give purchasing instructions, and users complete the purchase.

11. The timeliness of customer follow-up and product strength competition are the core of spotlight delivery. Otherwise, you will find that many users come to you for consultation, but they are lost due to untimely follow-up.

Even if many customers come, they just don’t speak up. Even if they add WeChat after speaking up, it’s impossible to close a deal because the product is not competitive enough.

12. The consumption rate is high, and the note display and volume acquisition capabilities are strong. The speed determines the volume acquisition capability. If it is always difficult to consume during the day, it is likely to be difficult at night.

13. The account should be prepared for testing for 3 days. For new note testing, you can set a slightly higher cost than the market cost based on the overall market cost to allow the system to identify it first and then run it out to increase the volume.

14. For private domain merchants, when they first start to launch, they should choose consultation and opening, with low conversion goals. After a certain period of time, they can choose deep conversion goals, such as leaving information through private messages.

15. Stopping investment, reducing total budget, and running out of budget will have a certain negative impact on the account;

16. How to review the advertising data? Different marketing purposes have different indicators for notes. Currently, the advertising can be divided into seeding, commercial sales and retention. Under the seeding goal, look at CTR and CPE. The core of CTR is the first picture of the note and the topic of the note. CPE is based on the text of the note, comments and the topic of the note.

For business sales goals, look at the CTR and CVR indicators. For CTR, look at the first picture and topic of the note. For CVR, look at the text guide, comment area and business details page. For leaving information, pay attention to private message openings and private message consultations. For private message openings, look at the text guide and comment area. For private message consultations, look at the text guide and comment area.

17. When focusing on the notes, too many rejected materials will affect the display and the volume will not be released. Be sure to check the rejected notes and adjust and update them in time.

18. When doing advertising, just operate and don’t worry about it. Data fluctuations, fewer private messages, and lower ROI are all normal.

For example, every time you buy soy milk, the soy milk you drink will not be the same, and the same is true for buying volume. Different people browse Xiaohongshu every day, and the conversion data will naturally be different. So when you do advertising, just operate it and don't worry about it.

19. If the planned delivery test is not ideal, don’t worry, wait and then operate. Frequent operations will most likely cause the account to die.

Advertising operation, plan adjustment method, the price of fast running, lower the bid, the note of slow running, increase the price.

20. Choose to start by sending a private message. The user keeps sending private messages but refuses to speak. Check whether the main text directs the user to the comment area and whether the comments contain content that directs the user to speak.

21. The users coming in are not accurate. Check whether the main content is strongly sales-oriented or more strategy-oriented. Content that is more strategy-oriented is likely to go off track.

22. High-quality spotlight placement notes are all done in one go, and they are all routine. The beginning, the main text, and the comment area are all about the reasons for purchase, which are all routine.

23. When copying, you must copy the correct notes. The explosive Xiaohongshu notes often have the following 6 characteristics. Xiaohongshu focuses on 6 major industry templates. Just write them and submit them!

A client who was decorating his house said that his peers who were copying others were just blindly copying. In addition to investing in customer information notes, he spent 100 yuan every day on popular science and strategy notes. The interaction cost was as low as 1 yuan. He then pinned this type of note to the top of the page, and his peers copied it like crazy. This was exactly the effect he wanted.

Absolute! Absolute in one word!

The above are the 20 points of Xiaohongshu’s focus on operation.