Xiaohongshu’s latest hidden function starts stealing WeChat traffic!

Xiaohongshu recently launched a new feature that allows users to share comments to WeChat with one click, which not only greatly facilitates users' social sharing needs, but also cleverly realizes the mining and guidance of WeChat traffic. This article will introduce this new feature in depth and its impact on Xiaohongshu's private domain operations, helping merchants and users better understand and take advantage of this change.

Xiaohongshu has started stealing WeChat traffic! Recently, Xiaohongshu has updated a hidden new feature that allows users to share Xiaohongshu comments to WeChat with one click. This seemingly simple new feature can actually cleverly guide WeChat users to jump to Xiaohongshu.

Now I will share what the new function is like and what I think of Xiaohongshu’s current private domain functions?

01What are the new features?

1. Changes in sharing logic

In the past, Xiaohongshu’s sharing mechanism mainly generated link cards, and users had to jump to the APP to view the full content after clicking. Although this method is convenient, it also limits the display of content and users’ further exploration.

Now, by sharing comment pictures with guiding words attached to QR codes, this limitation has been broken, stimulating users' curiosity and desire to explore.

2. Reverse diversion strategy

The new logic of Xiaohongshu is to let users see the comments, but not know what the comments are about. It even reminds you to scan the code to interact. This information gap stimulates users' curiosity and prompts them to jump to Xiaohongshu by scanning the code. This method not only increases Xiaohongshu's traffic, but also improves user participation and activity.

3. Comparison with other platforms

You should know that all platforms are strict about diverting private traffic, right? In order to prevent diverting private traffic, most platforms try every means to cut off the link with WeChat. Many platforms only have the function of copying comments, but no one-click forwarding function on WeChat. Xiaohongshu further refines the scenario of sharing comments, which has become a new way to attract users' attention.

4. Tap into WeChat traffic

WeChat, as China's largest social platform, has a vast user base with 1.359 billion monthly active users. Xiaohongshu uses this method to reversely tap into WeChat users, directing them to its own platform and encouraging them to comment and interact. This is not only a reverse diversion of WeChat traffic, but also a strategy for Xiaohongshu to find low-cost traffic in an era when traffic is becoming increasingly expensive.

02 Xiaohongshu’s private domain function

1. Group Chat Plaza

Users can search for specific keywords in the group chat square and quickly find matching precise groups. For example, search for "home furnishings" to find some communication groups, and then share home furnishings in the group to attract target users. Merchants can also create group chats for operation, convert target users into real consumers, and increase brand conversion rate.

2. Share products and notes

In Xiaohongshu group chats, the one-click sharing of notes and products greatly increases the possibility of loyal fans in the group seeing the notes. Users cannot always pay attention to the merchant's homepage, so this function ensures that product notes can be more accurately delivered to the target user group.

3. In-group purchases and coupons

Xiaohongshu group chats have also launched in-group purchase and coupon functions, where merchants can attract users to participate by publishing shopping activities with great discounts. Such discounts can not only attract users to join, but also inspire them to become consumers or potential consumers through the content of notes shared in the group.

4. Group draw

In addition to sharing notes and in-group purchases, Xiaohongshu group chats have also launched interactive games such as "group lucky draw" and "group chat new member coupons". Merchants can use these interactive methods to encourage users to post orders, post recommendations or product reviews, and increase the popularity of new products.

03 Final Summary

This update of Xiaohongshu marks that Xiaohongshu is gradually shifting from a simple traffic competition to a refined operation stage that focuses more on user retention and conversion. Merchants can directly conduct content marketing and community operations on Xiaohongshu to achieve rapid sales growth.