Xiaohongshu focuses on 7 common problems: how to solve the note life cycle and user inaccuracy?

As a content-driven social platform, Xiaohongshu's spotlight feature provides brands and businesses with a channel to accurately reach target user groups. However, in actual operations, many businesses may encounter problems with note lifecycles, user accuracy, and other aspects. This article will provide professional answers and suggestions for these common problems to help businesses conduct Xiaohongshu spotlighting more effectively.

1. How long is the life cycle of Spotlight Notes?

The official explanation is that the longer the notes are kept, the more the creative material will decay, and the notes need to be updated continuously.

I believe that if there is no crazy imitation by peers, the life cycle of Juguang High-quality Notes will be at least one year, or even two years longer.

High-quality notes are like super slogans. As soon as they appear, they can impress users to buy.

Because it implicitly meets the user's purchasing needs, dispels the user's purchasing concerns, and inspires the user to buy. As long as this note can be consumed and has conversions, you can keep investing and optimizing until there is no display and no conversion.

Like the Afu Essential Oil Notes in the picture below, although it was published in January last year, it is similar to the essential oil buying guide and has been released since then.

Figure 1: Afu essential oil launch notes

2. What is the difference between uniform speed and accelerated consumption?

Take buying a house as an example, a constant speed means buying a house with a loan, and accelerated consumption means buying a house in full. The system naturally likes users who buy houses in full, and will be willing to give more volume to their accounts.

If you want to get more volume through advertising, choose accelerated consumption. If the account runs very fast, choose uniform consumption to reduce the account consumption speed while lowering the bid.

Figure 2: The difference between acceleration and uniform consumption

3. What is the difference between the number of private messages, private message initiations, and private message information retention?

In terms of accuracy, private messages have the highest retention rate, private messages have the second highest opening rate, and private messages have the lowest incoming calls;

But in terms of traffic size, private messages have the most incoming lines and are easier to get volume. When we put out private messages and cannot leave funds, we can choose to send private messages to increase volume.

Figure 3: The difference between private message targets

How to set 3 goals?

For novice merchants, when they first start to advertise, they can directly choose to send private messages to start the campaign. The system will push the notes to those users who are willing to speak up, and the users who speak up will be more accurate. After you have been sending private messages to start the campaign for a period of time, you can choose to retain information to further improve the accuracy of retained information.

When customer service can respond promptly and knows how to ask for customer contact information, it is recommended to send private messages to increase the volume.

4. What kind of notes are suitable for advertising?

Just look at this article about Xiaohongshu's 6 major industry delivery templates, and create according to the templates. Xiaohongshu focuses on delivering 6 major industry templates, just submit them after you finish writing!

For more information on how to write a spotlight note, please read this paid article How to write a high-conversion spotlight note on Xiaohongshu? Attached with reference templates and methods

5. What should I do if the product is expensive and the users are not accurate?

Jewelry merchants asked that their products are expensive, but users who come to Juguang are all price sensitive;

After the notes were sent to me, I found that only the three words "high-end bureau" were written in the title, and the rest of the content gave users no idea of ​​the product price.

The material is the core of the advertising. If your product is expensive, write the price on the cover, title, and text. Potential users will naturally click, send private messages, and buy when they see it.

Some businesses may worry that if they list the price, customers will not come. This is a completely unnecessary worry. The price is always listed in the advertisements of Rolls-Royce. What are you afraid of? Customers who don't come are not your customers.

7. How to review advertising data

For different marketing purposes, the indicators of notes are different. Currently, the delivery can be divided into seeding, commercial sales and retention.

• Under the goal of seeding, we look at CTR and CPE. The core of CTR is the first picture and the topic of the note. The core of CPE is the text, comments and topic of the note.
• Business sales goals, look at CTR and CVR indicators, CTR depends on the first picture and topic of the note, CVR depends on the text guide, comment area and business details page;
• Please pay attention to private message opening and private message consultation. For private message opening, please read the main text guidance and comment area. For private message consultation, please read the main text guidance and comment area.

Figure 5: Xiaohongshu advertising data indicators