The traffic of corporate professional accounts has been too low for a long time. How to determine the reason?

I have been working hard on content creation, but the result is that the traffic has not increased. Friends who operate professional corporate accounts must have had the same experience, so how can we determine the reason?

I’m clearly working hard on content creation, but traffic is just so low, and the number of readers, likes, and fans is low. I have absolutely no idea what’s going on.

I believe that many friends who operate enterprise professional accounts have experienced this kind of trouble. Fortunately, enterprise professional accounts have many more operation tools than personal accounts, which can help us identify problems. Once we find the problem, we can "prescribe the right medicine" to solve the problem of low traffic.

Therefore, friends who are operating professional corporate accounts must read this article and say goodbye to the "traffic metaphysics" from now on.

1. First determine whether there is "hidden current limiting"

There is "hidden traffic limit" on Xiaohongshu.

What is "hidden traffic restriction"? It means that there is no violation of the rules, and the notes do not contain sensitive words, but no matter what kind of notes are posted, the number of views is always limited to 100 or 200.

If you receive a message about a violation, it means the situation is very serious and has clearly violated the community rules, which will definitely affect traffic. Violation records are like external injuries, which will leave scars after treatment. "Hidden traffic restrictions" are like internal injuries. Although the wounds are invisible, if they are ignored for a long time, the consequences are very serious.

Invisible traffic limiting usually occurs when there is a problem with the account weight. Problems with the account and notes may affect the weight and cause invisible traffic limiting.

1. Account status self-check

First, we need to rule out whether it is a problem with the account itself.

We can enter the guide page through the three posts in the upper left corner of the discovery page of the Xiaohongshu app, and then click [Help and Customer Service] in the middle of the bottom row. After clicking, you will find that the second tool of the commonly used tools is [Account Detection]. Click to start the detection, and a series of tests will be performed. If the account status is normal, all the detection items will be marked with a green check mark. If the status of an item is crossed out, it will be prioritized until the status of all detection items is normal. The specific process is as follows, you can use it as a reference.

2. Note status self-check

There are several ways to check the note status, and you can self-check them separately.

The first method is to review the "Note Appeal" function in the account to see if there are any illegal notes that have not been processed. If the appeal record does not show any clear illegal notes, we can also check the note collection status to see if it has been normally collected or has been implicitly restricted.

The second method is to search the account name on the search page to see the note inclusion status. If the notes are not included as shown in the left picture below, it means that the flow is restricted and no notes are included. If all the notes are included as shown in the right picture below, it means that the status of the notes and account are normal.

There is another situation that the notes are included, but only the unclassified notes are included. In that case, we need to check separately whether the unclassified notes have any violations. The unclassified notes are being invisible restricted.

The third type, one advantage of corporate professional accounts is that they can manage content in the background of Juguang. On the one hand, they can directly judge the status of notes through Juguang, and on the other hand, they can also broadcast notes through Juguang.

After entering the Juguan backend, we click [Business Content Management] on the toolbar to see the status of all notes in the enterprise account.

As shown in the figure below, if there is a reminder of note violation in the note status bar, you can click the small question mark at the back to view the specific violation and then make targeted adjustments. If the note status is normal, it will be displayed as valid.

Through the above methods, we can determine whether the problem is with the notes or the account. If both the notes and the account are confirmed to be fine, we can then determine whether it is a content quality issue.

2. Determine whether it is a content quality issue

If the budget permits, it is recommended to invest in the notes of the enterprise professional account. You don’t need to invest too much for each note, a few hundred or even dozens of dollars will be enough, and you can directly invest in the form of smart investment to see the growth of note reading and interaction.

If you find that the number of readings and interactions does not increase much, it means that the note-taking effect is not good and fewer people click and interact.

For example, Note A and Note B run the information flow at the same time, and the page displayed is the same page. Assuming the number of exposures is 1,000 times, with the same number of exposures, Note A gets more clicks and interactions with its relatively high click-through rate and interaction rate; Note B gets almost no clicks and interactions because the note is not of high quality, the click-through rate and interaction rate are relatively poor.

Therefore, the quality of notes determines the effect of information flow. We can use focusing to help determine which notes have good content quality and which notes have poor content quality.

After determining that the problem is content quality, you can optimize the notes with poor content quality, and then adjust and copy the notes with good content quality to create more high-quality notes. I believe that the notes and account data will get better little by little.

above.