Xiaohongshu focuses on 7 operational skills to help you avoid detours when advertising!

As a content-driven social platform, Xiaohongshu's spotlight feature provides an effective marketing channel for brands and businesses. However, to be successful on Xiaohongshu's spotlight, you need to avoid some common pitfalls and master some practical placement techniques. This article will share 7 Xiaohongshu spotlight placement techniques to help businesses avoid detours in Xiaohongshu's marketing activities.

I’d like to share 7 tips on how to spotlight your content on Xiaohongshu. I hope they will be helpful to you.

1. Don’t fall into the content marketing trap

In the past, I thought that content was the only way to succeed on Xiaohongshu. But the reality is that not all clients are suitable for or capable of creating content.

Most businesses are not born with the gene to create content. I suggest you give up the fantasy of creating content and just make 3-5 placement notes seriously. Don't think about making lottery notes and getting along with young people every day, that's what big brands want.

What are delivery notes? They are notes that can provide customer information and sales volume.

This type of note requires you to put yourself in the role of a consumer. Think about what you want to say so that users will click on it, give reasons for purchase so that users will buy it, give purchase instructions so that users will place an order. After polishing 3-5 notes, focus on it with your eyes closed.

2. How to estimate the cost of spotlighting

Let’s first talk about the search fee calculation method = number of core keyword searches * cpc * estimated SOV share.

SOV is the ratio of the advertising exposure to all advertising exposures of the keyword. If you want to be the absolute number one in the category, the default SOV is 50%.

Specific usage:

Keyword tools use keywords to promote keywords. For example, the average monthly search index for face cream is 667318, and the market bid is 3.47

To ensure that all search advertising is completed every month, it will cost 2.2 million per month. To be the first and occupy 50% of the advertising search results, it will cost 1.1 million.

Information flow is usually three times that of searches. If there are 1.1 million searches, the information flow must be at least 3 million per month.

Figure: Search results for the keyword face cream

3. Focus on the material, not the gameplay

The operation of the Juguang backend is very simple. Just choose the right target. For customer information, choose private messaging. For sales customers, choose e-commerce. Follow the platform’s bid and the investment will basically not be very bad. If it is very bad, it is just material!

The material determines the target audience, contains the user's pain points, and determines whether the user will buy. The delivery cost is too high. In addition to checking whether the regular response rate is timely and the delivery target is set.

The first and most important thing is to check the materials. Are your materials really product sales notes?

Can the material perfectly answer the user's questions about the product and service? Can it give the user the final push to sell? How can the user see the notes and buy? These all require you to rehearse repeatedly and think from the user's perspective.

4. Be the First or Only

To be the first or the only one on Xiaohongshu.

Don’t just focus on the advertising fee. If you can invest and the conversion rate is good, you should do it in a matrix and in large quantities. The ultimate result is the full investment. Even if you can’t afford a Rolls-Royce, you can still see its advertisement.

When it comes to any category, the goal is to become the first or only one in the industry. The most intuitive manifestation of this on Xiaohongshu is search share and advertising share. Users will be able to find you and buy from you as soon as they search for this demand.

On the contrary, if you start small, your competitors will quickly copy your complacent strategy. When your advertising budget is 500 and you have good conversions, they will just go all in!

5. How to view the effectiveness of search advertising?

Use the Spotlight-Traffic Recommendation function to search for keywords and check keyword exposure (SOV) and user clicks (SOC). The more core keywords are displayed and the more users click on them, the higher the click-through rate of your search ads.

The sign of becoming number one is to look at the proportion of transaction keywords in search ads.

What are transaction search terms? For example, "How to choose a confinement center? How much does a confinement center cost in Hangzhou? Recommended small apartment decoration companies" are keywords for user decision-making.

When the notes occupy more than 50% of these words, it is difficult not to convert.

Figure: Xiaohongshu traffic recommendation function

6. How to make high conversion notes

Directly use Xiaohongshu to focus on excellent ideas, select different categories, and then different indicators, search and information flow.

For e-commerce customers, directly select 7-day sales and look at the transaction amount. Study and study again and again to see their purchase reasons, purchase instructions, and purchase guides, so that you will understand what purchase reasons you should write and how to bury the key points.

7. Continue to reduce user transaction costs

Should I write the package price directly in my notes on Xiaohongshu? This is a question that the merchants who are running with the market are struggling with recently! Most merchants think that if they directly write the price in their notes, it will scare away customers and cause competitors to secretly lower their prices.

However, there are no notes on price guidance, so customers who come will ask about the price first and then disappear into the sea.

Price is the best way to screen customers. For users who are not screened, the cost of adding V and conversion will continue to increase.

When you mark the prices, the users who come will naturally be very accurate, and customers can make quick choices. It can also reduce operational workload and transaction costs.

If users ask you repeatedly, you might as well just state the price directly. It is difficult to try to increase orders by focusing on low average order value.