Xiaohongshu professional accounts have different operating methods and the effects vary greatly!

The same account will have completely different effects when operated by different people. This article shares three different operation methods with friends who operate professional accounts, which can help you operate professional accounts better.

Xiaohongshu Professional Account is the infrastructure for brands to conduct content marketing on Xiaohongshu, and plays a key role in carrying high-quality notes, fan gathering, topic marketing, store display, etc.

Professional accounts are the brand's infrastructure and leverage on Xiaohongshu. Brands that operate professional accounts properly are more likely to achieve results on Xiaohongshu. Many brands cannot operate professional accounts, perhaps because of the wrong positioning and operation methods. Friends who don't know how to operate professional accounts should read this article! Three different operation postures.

1. Channel sales

It is oriented towards selling goods, with a direct purpose. It publishes highly relevant notes about goods through professional accounts to directly promote products or directly link the notes.

For example, the professional account: Arce Studio Home Furnishings, uses grass-planting videos from a personal perspective to promote products, directly hanging them in the notes and showing them directly. This way of operation can greatly attract target users to buy.

This professional account has published 310 notes in the past 30 days, with an average of more than 10 updates per day. Although the average interaction volume for each video is not high, each note can get basic distribution. When the account status is normal, each note can get 200-500 reads. As the account publishes more content, the account label will become more and more accurate, and the distribution will also become more accurate.

All in all, we can get at least 2,000 to 5,000 readings from accurate users every day, and I believe that some conversions can still be generated.

This is just the furniture category, and the average order value is not low. If it is a low average order value or a standard product, the conversion effect will be better. Therefore, for small, beautiful and inexpensive products, you can try to use professional accounts to create a large amount of content to achieve conversions, and you don’t have to invest in influencers.

2. Brand IP Promotion

With the main purpose of establishing brand image, conveying brand value concepts, external publicity, etc., the corporate image and culture are displayed through the output of content, and information such as new product launches and event announcements are delivered to users, thereby strengthening fan users' recognition and sense of belonging to the brand and increasing the stickiness between fan users and the brand.

For example, IKEA, a well-known home furnishing brand, has a professional account on Xiaohongshu that is mainly used for external publicity. It publishes event information and showcases the corporate image through the production of some content.

Most of the professional accounts on the site are of this type, positioning the professional account as an official account that conveys brand events and has publicity and promotion as its main purpose. This is also what many brands think a professional account should look like.

If you are already a well-known brand, you do need such an account. The characteristic of the notes of this kind of account is that the content is official, which is an advertisement to users, so the interaction effect is not very good, and the effect of increasing fans is also weaker than that of expert accounts. Of course, you can also choose to create a professional account, such as a manager account or a product recommendation account, to improve the interaction effect and fan conversion effect.

3. Traffic Funny IP Marketing

Be good at combining hot topics within the site and producing content in an entertaining, humorous and playful way to gain higher exposure and views within the site, shorten the distance between the brand and fan users, strengthen fan users' attention to the brand, and increase the stickiness and activity between fans and brands.

For example, Lao Xiang Ji has upgraded from an unknown "Feixi Old Hen" to the marketing expert "Lao Xiang Ji". The marketing of Lao Xiang Ji jumps back and forth on the users' laughter points, with a little bit of humor + a little bit of emotional expression + a little bit of sincerity. It seems that this is not a marketing account of a company, but an entertainment account. The humorous and funny copywriting has attracted everyone to watch and leave messages, to take a look at and tease this cute "Lao Xiang Chicken".

By observing the professional account of Lao Xiangji, we can find that the account has a strong sense of the Internet. It can seize the opportunity of creating hot spots for the corporate account to interact with users in time, successfully go out of the circle, ride on the popularity and interact with more consumers to enhance feelings, and strengthen consumers' brand memory and user stickiness.

Although it is an official account, Lao Xiang Ji does not use hard advertising for marketing. Most of the notes are natural complaints and updates of daily life. The cover is earthy and down-to-earth, which perfectly matches the brand's people-friendly style. The comment area often attracts heated discussions from many users. It is this kind of emotional connection in a relaxed and daily way that has allowed Lao Xiang Ji's professional account to gain more than 500,000 fans. You should know that an account with 500,000 fans is considered a top account, which is equivalent to the brand's own top account promoting the brand for a long time, saving a huge advertising budget.

4. Operation mode depends on needs

Different operating methods also determine different output content. The form in which the relationship between notes and products is produced and the target user groups are actually quite different.

For example, selling goods through channels, with more direct purposes and the spread of notes, has a strong appeal to users with strong consumption desires. Through some scenario-based marketing + trailer links, people can directly get the features of the product and buy it without paying too much attention.

Channel sales are based on brand budget, product average order value and other reasons, and there is insufficient brand endorsement, so the target consumer group has relatively low requirements for product quality, which also leads to low stickiness of this user group to the channel brand.

However, brands with higher positioning and popularity cannot achieve the goal of quickly selling goods through daily external publicity and value delivery. On the contrary, these brands have high requirements for user stickiness and their average order value will be slightly higher.

In fact, entertainment marketing is more about creating brand IP with a relaxed and pleasant atmosphere, increasing brand exposure, and strengthening the interaction between fans and users. However, because the publicity is more humorous and entertaining, the traffic is usually also online. Summary:

There is a direct relationship between the operation mode and conversion rate, and different operation modes are suitable for different categories.

• Categories with lower average order value—channel sales > traffic marketing > brand IP promotion
• Categories with higher average order value—Brand IP promotion > Channel sales > Traffic marketing
• Conversion rate—channel sales > brand IP promotion > traffic marketing