Xiaohongshu's spotlight advertising didn't convert? Remember these 10 operational experiences

When spotlighting ads on Xiaohongshu, many operators face the challenge of low conversion rates. This article provides 10 practical operational tips to help brands and operators optimize the advertising results on Xiaohongshu.

Why is the advertising cost 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 spotlighting. Today, I will share 10 tips on spotlighting for everyone.

1. Do not vote for interactive or strategy posts

Strategy-based and popular science notes are not suitable for advertising. Although the interaction data is high, users are not focused on the product, resulting in high conversion costs.

The only thing that can really get customer information is a naked sales note, which allows users to follow the script and directly place orders from the cover, the beginning, and the text. Self-test whether you are investing in notes and whether they are sales notes?

2. Screen customer information notes before launch

Generally speaking, notes with high natural flow are most likely guides or collection notes, but when it comes to the advertising stage, the content is too soft and users cannot get the benefits of the product, resulting in high product conversion costs.

High-quality advertising notes will be designed based on the scenarios in which users browse the notes.

3. Continuous improvement of advertising notes

Advertising notes need to be continuously improved, from the cover, title, text, top comments, and order comments, all need to be reviewed and adjusted.

For example, we need to carefully look at the wording of the pinned comments to see which sentence is more likely to cause users to send private messages, and improve it over and over again, so that Ad Notes can invest with their eyes closed.

The backend of Xiaohongshu is easy to operate, and the competition is about the continuous improvement of advertising notes.

4. Don’t be afraid of advertising

Many customers 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 Focus can quickly test notes and see user feedback. As long as the note quality is above 60 points, it can be directly published. If the publishing effect is not good, just pause and adjust the note.

5. 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.

The best way to increase the V-adding rate is to connect with users in a timely manner and actively encourage them to speak up. The more you talk with users, the higher the probability of them adding V-adding.

Responsible operation means that when a customer comes, you naturally want to get the user to speak up, leave information, and increase the number of V-added data;

Figure: Private message incoming line and number of openings

6. Focus drives 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, or to attract high customer unit price to private domain and with profit margin of at least 50%. Otherwise, it will be difficult to advertise. What is the profit margin of your product?

7. Focus on keywords

Spotlight placement also requires keywords to be embedded. 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, but also requires good keyword implantation.

It is still important to re-sort the industry keywords and embed them into the text and title. If you want to embed keywords, just use the Focus Keyword Planning Tool;

Figure: Xiaohongshu keyword planning tool

8. Create a super sales note

Focus on creating sales notes. The core of sales notes is to sell products, so 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 it is not enough to just put out hard-advertising notes for products. We need to find notes that can get users to click on high, increase the click-through rate, and then focus on the product. This is an operational black hole. Once you find this degree, the conversion and retention will be really good.

9. Delivery method

New accounts have high bids and low budgets. After the materials are running smoothly, the costs are gradually reduced and the models are built quickly.

10. Measure the results

Calculate the output notes of the delivery. E-commerce customers can directly estimate the output rate in the background and the whole domain. Customer information customers can record the number of customers, the number of invitations to the store, and the amount of in-store conversion transactions to calculate the delivery-output ratio.

Figure: Xiaohongshu customer conversion path in 2024