Hot articles fail to bring conversions? How to deal with it?

Many times, Xiaohongshu notes are very popular, but they have no conversion ability at all. In this case, how should brands solve it?

There are many popular notes, but the community and Taobao search are indifferent. Most brands that have collaborated with influencers on Xiaohongshu should have encountered this situation.

There are several different reasons for this situation, which are explained below. You can compare and judge for yourself.

1. Content does not match user needs

Content creation is the key to attracting users, but if the content does not match the actual needs of users, even if the notes are interactive or have a high level of interaction, if they do not solve the user's pain points well, users may not add to cart or make purchases.

However, if you make a good entry point into the content communication points, and the content closely revolves around the selling points of the product that can resonate with ordinary users, and the publicity is combined with an attractive traffic-style note title, you can successfully create a popular advertisement with a super high conversion rate!

Hot topics + product communication points that closely match user needs + real user feedback = explosive advertising with super high conversion rate

Comparison of the content of the same cosmetics case: While sharing the cosmetics combination, the product is naturally embedded in the good stuff and the product effect is demonstrated. Users are more likely to have a desire to buy and successfully convert through the good product recommendation and the user experience and actual product effect posted by the water army users in the comment area.

For example, this primer, through the form of "sharing a full set of good cosmetics", the product is naturally placed among other recognized and easy-to-use big-brand products, and the functions of each product in the tweet are different, and there are no competing products with similar effects to distract users' attention.

Combined with the concentrated positive reviews of the primer by the water army users in the comment section, and centered around the product's "translucent skin" communication point and efficacy content, the primer product successfully stood out in this popular tweet, attracting target users who have primer needs and are interested in cosmetics; it also successfully attracted traffic from other cosmetics brands.

Wrong example: The promotion of this primer imitates the promotion of the popular primer we just mentioned, but it does not make good use of the communication points. It is not enough to imitate the content of a popular primer without a communication point. It cannot match the actual needs of users. The advertisement is too rigid and cannot be soft-implanted, so the conversion effect cannot be achieved.

Successful application case analysis:

Breast sticker category: Users care about breast shaping effect and the ability to stay firm.

The content of the note should focus on these pain points and show how the product solves these problems. For example, you can use a before-after comparison to intuitively demonstrate the product capabilities of the breast patch; or you can imitate the needs and feelings of ordinary users to fit the pain points. For example, this soft-text advertisement promoting breast patches seems to be complaining about breast patches, but in fact it is from the user's perspective to "complain about the ads being supported by others and use personal experience to strengthen the product's popularity", which firmly grasps the user's mentality of being tired of ads.

They also wrote down their usage experience through "testing and using" for several days, and successfully attracted traffic by pinning the product link at the top of the comment section.

2. Purchasing power matching of target groups

Whether the target audience and introduced traffic are accurate, that is, whether it attracts users with corresponding purchasing power, is also an important factor affecting the conversion rate. Because if the introduced traffic does not have the corresponding purchasing power, and the product price is higher than the user's expectations or the market average price, even if the user is interested in the product, he or she may give up buying it due to price factors.

Solution:

Conduct test research in the early stage to understand the consumption capacity and preferences of target users. You can check the consumption level of the interested groups in our campaign in the Focus Backstage.

Adjust product pricing strategies based on the purchasing power of target users, or reconfirm the target user profile.

3. Marketing strategy

If the marketing strategy of a hot article is not targeted, or if it does not effectively utilize the characteristics of the Xiaohongshu platform (strong personal experience and strong persuasiveness of users) to promote and guide specific products, it may also lead to low conversion efficiency for merchants.

For example, some new brands release grass-planting notes, but they use a collection evaluation type, evaluating their own products against other big brands in order to achieve a soft implantation effect. However, their own products have no unique advantages. This not only fails to achieve the purpose of piggybacking on user traffic from other brands, but may also serve as a wedding dress for other brands to attract traffic.

Improvement measures:

If a white-label product has a certain benchmark against a big-brand product, it can use the "xx substitute" to establish a cost-effectiveness advantage. At the same time, it can also strengthen its own brand characteristics and avoid direct comparison with other brands at the same level.

Take advantage of Xiaohongshu’s personal experience and grass-planting culture, and increase persuasiveness through real users’ usage feedback and recommendations.

4. Lack of brand trust

On social platforms, users’ trust in brands directly affects purchasing decisions. New or small brands may face conversion difficulties due to lack of trust. If users do not trust the brand enough, they will hesitate to buy it. Therefore, even if there are hot-selling notes, users may still hesitate to buy it. At this time, brands can promote and publish notes with strong endorsement.

Ways to build trust:

• Build brand image through high-quality content and positive user interaction
• Use a combination of KOL and amateur notes to increase brand endorsement and improve the credibility of product efficacy or function

For example, our previous cooperative brand cooperated with a doctor IP expert with a popular science nature to promote the brand through popular science soft advertising to increase endorsement for the brand. The two-pronged approach of KOL popular article notes and enterprise popular science notes has strengthened users' trust in the brand and product exposure to a certain extent, and attracted target users to purchase with the impression of scientific and safe products.

5. The brand search page has public opinion or is blocked by other competing products

There is a lot of negative public opinion on the Xiaohongshu platform, or during the search process, SEO and keyword optimization are not done well, and the traffic is intercepted by notes from other brands with higher keyword rankings. Of course, if the product effects shown in the notes are inconsistent with the actual products, users may feel disappointed after the actual experience, which affects conversion.

For this, we need to use our Focus keyword tool. For details, you can refer to our previous tweet [Optimize Keyword Layout] for reference.

above.