Xiaohongshu's spotlight advertising didn't convert? Remember these 15 operational experiences

Many brands have encountered the problem of low conversion rate in the spotlight placement on Xiaohongshu. In response to this problem, this article shares 15 practical spotlight placement experiences, aiming to help brands and merchants better understand the marketing environment of Xiaohongshu, optimize the placement strategy, and improve the conversion efficiency of advertising.

Why is the advertising cost of Xiaohongshu so high? I don’t know what purpose to choose? How to reduce the cost of adding V?

We have received all the questions about Xiaohongshu’s spotlight placement. Today, I will share 15 spotlight placement tips for everyone’s spotlight placement questions.

1. Which customers are suitable for advertising?

Profit margin is the core. If your product has low profit and low average order value, it is not recommended to launch the product!

The average order value of private domain customers does not exceed 1,000, and the profit margin of e-commerce customers is less than 50%. Please choose carefully before launching.

In a word, high profit and high repurchase rate are very suitable.

2. What kind of content is suitable for investment?

These are not necessarily notes with good organic traffic. They are most likely strategies or useful information, but when put into practice, the conversion rate is average.

We need to make marketing notes. After users read the notes, they want to place an order directly.

The best combination of hard facts and hard advertising is to use hard facts as the lead to increase click-through rate.

Hard advertising directly highlights the product and embeds purchase reasons, purchase guides, and purchase instruction conversions;

3. How to choose the delivery purpose when delivering

Private domain customers invest in customer information collection, choose private message opening and incoming lines, e-commerce customers choose product recommendation and commodity sales, focus on sales and invest in commodity sales

Brand customers place ads to promote products and seize the market. 90% of customers are suitable for the above purposes. You can directly use this method to test it blindly.

4. Take notes on the traffic field

A good pitcher needs to design advertising notes based on the scenarios in which users browse notes.

The information flow is on the discovery page, and the user is like shopping, so it is necessary to strongly stimulate and arouse her interest, so that she will actively click on the notes. The core is to make it look good, fun, and interesting.

When searching on the search page, users are more focused on making choices and decisions. We need to provide users with direct information and display product selling points.

5. Actively embrace the spotlight of Xiaohongshu

Many businesses are afraid of advertising and always think that paying is a scam. In fact, more than 70% of customers can close their eyes and choose focused advertising.

Xiaohongshu ads are tools to quickly test notes and user feedback. As long as the note quality is above 60 points, you can directly place ads. If the placement effect is not good, you can actively improve the notes. The cost of spotlight placement will only become more and more expensive;

6. Material is the core, optimize the material

Currently, the platform system is relatively simple and there is limited room for optimization. What needs to be done is to optimize the advertising materials.

From the cover, title, main text, pinned comments, to order comments, all need to be reviewed and adjusted, improved over and over again, so that Advertising Notes can be invested with eyes closed.

There is a ceiling for delivery optimization, but there is no ceiling for material optimization.

7. Spotlight on product design

Profit margin is the core of spotlight advertising. If the profit margin is too low, it is difficult to hit the target. At present, it is suitable for spotlight advertising to attract high customer price to private domain, or the profit margin should be at least 50%. Otherwise, it is difficult to advertise.

What is the profit margin of your product? Design products based on the focus and make product combinations;

8. Focus on keywords

Spotlight delivery also requires good keywords. The display logic of notes is bidding and creativity. When peers bid the same, we need to find ways to improve the quality of creativity.

Creativity is not just about the cover, you also need to do a good job of keyword implantation, implanting industry keywords into the text and title, so that when users search for keywords, you will be ranked higher.

Xiaohongshu keyword weight, title> text> tags> comment area

How to choose keywords? Just use the Juguang keyword planning tool. See who still doesn’t know how to use the Xiaohongshu keyword planning tool!

9. Treat consulting clients with care

When users come to you, don’t just give them cold automatic replies, but treat them as real friends and explore their needs. The more you chat, the higher your V-add rate will naturally be.

In addition to timely connection, the other way to increase the V-adding rate is to actively encourage users to speak up. The number of sentences you can chat with users will determine the probability of you getting WeChat.

Responsible operation, when a customer comes, naturally wants to let the user speak, leave information, and increase the number of V additions;

Figure: Private message incoming line and number of openings

10. Create your own super sales notes

Focus on the core of sales notes. The core of sales notes is to sell products. The cover, title, and text should revolve around the products, otherwise there will be no conversion in the notes.

But it should also be noted that content is not just hard product advertising, otherwise it will not be able to be invested. It also requires operational control and operational black holes. Once you find this degree, conversion and retention will be really good.

Regarding Xiaohongshu content creation, if you don’t have time to create content after reading this paid article, how can you create content for Xiaohongshu?

11. How to view the data after the launch?

Whatever goal you choose, focus on it. Don’t choose goal A, go to goal B for feedback; dynamically adjust according to the indicators, you can directly adjust according to the following table

Figure: Xiaohongshu advertising content adjustment

12. Measure the effectiveness of your campaign

The purpose of advertising is sales. E-commerce customers look at the changes in brand words on and off the site. Customer information customers record the number of customers, the number of invitations to the store, and the amount of in-store conversions to calculate the output ratio. Adjust by looking at the invitation rate and store visit rate;

Figure: Xiaohongshu customer resources in 2024

13. Update more trusted content on your account

Users come in through traffic notes and will also look at other content on the homepage, so the account also needs trust-related personality notes to let users feel your attitude. These notes can improve your conversion rate.

14. Pre-launch water army deployment

Like Taobao comments, Xiaohongshu users also attach importance to post comments. They comment on notes before posting. They not only comment on how to buy, but also on post-purchase evaluation and usage experience. The levels of comments are also rich, and users are more willing to place orders.

15. How to view the placement of competing products

The intensity of competitor ads is not visible. Currently, we can only see which ads competitors have placed through Huitun. We can create our notes based on the ads placed by competitors.

Image: Gray Pig Little Red Book advertising logo