Xiaohongshu’s traffic rules have changed dramatically, and new rules for business notes have been launched

The traffic rules of Xiaohongshu platform have undergone major changes, especially the stricter management of commercial sales notes (commercial sales notes). The launch of the new rules means that many previously popular methods of bringing goods may no longer be applicable, and merchants need to readjust their strategies to adapt to the new regulatory environment.

We all know that Xiaohongshu's rules are changeable, but this time, the scope of influence is very large

This rule change is mainly aimed at business sales notes, that is, product sales notes, or they can also be directly called product notes.

In fact, the official restrictions on business notes were not very strict before, so there were many ways to play, and many players did get the bonus of Xiaohongshu e-commerce.

But after this new rule, all kinds of unconventional playing methods may really become ineffective, at least many mainstream playing methods can no longer be used...

Do you remember the guide to riding on the popularity that we shared with you some time ago? One of the guidelines is what many business friends are doing now, which is to take advantage of the popularity of popular articles to increase the volume of business notes. However, in the past few days, Xiaohongshu has issued a new governance announcement for such behavior of posting a large number of duplicate/low-quality transaction notes (product notes), and it will officially take effect on August 15.

1. Low-difference notes will be the focus of the platform's management. What are the standards for low-difference notes?

1) "Duplicate distribution", that is, notes with highly similar covers, video content, and note titles

2) "Severe copying", that is, the account repeatedly copied other bloggers' business transaction notes, or simply changed the cover title and opening credits and then directly published the notes

3) "Movie and TV Book List Editing", that is, the account repeatedly edits the content of movies and TV shows or remakes books without any secondary creation and interpretation, and hangs marketing notes of books or course products

4) "Low-cost secondary creations" are notes with identical products and similar content. What does this mean? Except for the person, the background is the same or there is no background, the positions are different, and the angles are different; or it is a simple drawing, hand-drawn doodle, and there is no narration.

5) "Content and products are not related", that is, the account repeatedly publishes transaction notes that attract clicks, but the content is irrelevant or weakly related to the product

2. If it is identified as a low-difference note, what impact will it have on the merchant?

1) The sales notes/accounts are restricted from promotion:

Violating sales notes, as well as other sales notes under the account with the violating sales notes, will also be restricted from displaying traffic in recommendation lists and other fields. In other words, as long as your account has a sales note that is judged to be duplicate or low-quality, not only this note, but also your account may be restricted, and in serious cases, it may not even be displayed.

2) The account's sales notes are restricted:

That is to limit the "daily/weekly sales notes" published by accounts with violations. If the platform limits the number of your posts, it means that you have been targeted by the platform. Even if you delete these notes, other similar violations later will be more likely to be governed and affect your account status.

3) Breathing light blocking:

For live broadcast rooms that attract traffic through repeated/low-quality transaction notes, the platform will cut off the entrance to the live broadcast room breathing light through its traffic notes or other paths.

3. How should we respond under the new regulations?

The new rules for business notes are so wide-ranging and so severe that I believe many friends will understand the rules after reading this. After reading this article, please check your account and notes to see if there are any repetitive and low-quality content. If so, please modify or delete them immediately.

We have also said that if you want to achieve real promotion on Xiaohongshu, "realism" is a feature that notes must have. Xiaohongshu is a platform where "content is king". It is precisely because of the sincere sharing of users that it has gradually become the "final step in decision-making" for users nowadays. Therefore, if you want to do a good job in Xiaohongshu's commercial note promotion marketing, it is not enough to just copy the popular articles at the lowest cost. You have to make the popular articles your own.

The new regulations this time are almost a one-size-fits-all approach to "wild methods", so it is recommended that everyone pay more attention to content and payment flows. Although it is difficult to follow compliant methods, there are actually traces to follow. As long as you find the right method, you can still do well. "Wild methods" seem simpler and easier to get results, but they have limited upper limits, are unsustainable, and may be cut off at any time.