How can Xiaohongshu be run without focusing on content?

In the operation of Xiaohongshu, merchants should focus on core product notes and precise advertising, rather than excessively pursuing content quantity or complex forms of interaction.

Is it necessary to work hard on content every day to work on Xiaohongshu? I have to think of various creative ideas to write notes and send various new product invitations to try; but when serving accompanying customers, I found that most merchants simply do not have the energy and ability to create notes. It is really difficult for a team to continuously produce more than 5 articles a week.

Whether it is Xiaohongshu customer service merchants or e-commerce merchants, to put it bluntly, everyone used to have traditional shelf thinking. Now they have to switch from shelf to content. Their genes are wrong, and content output is really super hard. ‍

Brand merchants, when operating Xiaohongshu, will fall into the impulse of making friends with users, and learn from CamScanner, Jie Rou, and VIVO, thinking that as long as they have a good relationship with users, they can achieve product sales. In fact, this approach is more suitable for big brands, which have mature channels. Simply exposing the brand and letting users go offline for sales after seeing it, in fact, 90% of the merchants on Xiaohongshu do this and it is useless, it only increases operating costs. Customer resource merchants, when operating Xiaohongshu, will also fall into the illusion of content distribution, dividing the account into multiple types of notes, and then updating 3 articles a day, not caring about content conversion, and simply pursuing quantity for the sake of quantity. ‍‍‍‍‍‍‍

1. How to operate an enterprise account?

I personally have doubts about whether to upgrade the content operation capability to the first level of Xiaohongshu and form a team to shoot the product production process. Because it is difficult for most businesses to achieve this, it is better to invest the budget directly in customer acquisition and conversion, which will be effective quickly and get customers quickly. The only thing merchants have to do is to polish the product conversion template, and after having a hot article conversion note, continue to adjust it. As shown in the figure below, our customers who opened an account in the past week, after making product notes, went directly to Juguang. Both the opening cost and WeChat cost were higher than their peers. They did not make various interactive notes and went straight to the effect. ‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍

Figure 1: Number of private messages sent to Xiaohongshu ads

The current situation I see is that businesses are desperately trying to improve their content production capabilities, trying to create more popular articles that get likes and collections, and even have a set of note templates every day, and then publish them on 5 accounts at the same time until the operation is exhausted. If you are not good at content, reduce the number of notes, only polish product notes, and only do paid traffic. If you want to do paid traffic, you must measure the profit of your own products.

2. How to take product notes

First, we need to find high-quality product notes. We can search for industry keywords directly through the background. We can look at the notes of amateurs with recent comments. For example, if we do "clothing customization", we can search for keywords and find this note. Then we can disassemble and imitate it.

Figure 2: Xiaohongshu clothing notes

At the same time, click on the amateur notes and look at the converted notes from the tags.

Pull down to the tab page, and we can flip through the good notes. For example, if we do wedding photography in Hangzhou, we can see similar good notes. These notes can be directly used as reference for creation;

Figure 3: Xiaohongshu wedding photography notes

From the keyword-tag, look at the recent popular notes, sort these notes into categories, and form our own topic library;

Figure 4: Xiaohongshu’s industry hot article template

After finding high-quality product notes, the next step is to directly pay for traffic; for how to place ads on Xiaohongshu, you can directly read this link; a must-read for novice merchants! Xiaohongshu Spotlight Advertising Strategy V3.0‍

When running Xiaohongshu, we need to grasp the core and lock in customer resources, such as travel customers, decoration customers, home furnishing customers, and even e-commerce customers. The core is to create multiple popular note templates; then copy the templates to N accounts, and constantly adjust the template conversion efficiency until one set of templates can bring us stable sales.

For example, this Yunnan tourism account has only 7 notes and is purely advertising. It has over 10,000 fans, and it is estimated that the advertising expenditure starts from hundreds of thousands. It can quickly attract customers through pure advertising.

The only thing merchants need to do is to constantly adjust the note type, cover and operation, monitor the real-time conversion effect, and improve the timely conversion effect.

Figure 5: Xiaohongshu Q Zijin Travel

Author: Jiang He;

Source: Jianghe Chat Marketing (ID: 1079873)