How to effectively place ads on Xiaohongshu among amateurs?

This article introduces in detail the strategies and techniques of amateur marketing on Xiaohongshu, including how to find and imitate amateur traffic cases, pixel-level imitation and account operation, etc. If you are looking for a solution for low-cost marketing on Xiaohongshu, this article will provide you with practical guidance and suggestions, and I hope it will be helpful for your marketing journey on Xiaohongshu.

Hello, everyone. I’m Jiang He. When I was browsing Xiaohongshu recently, I found that many notes by ordinary people had good traffic and many real comments.

Based on my experience in running accompanying projects, if you are just starting out with Xiaohongshu and have a small budget, I suggest you start with amateur operations.

1. Why is amateur traffic so good?

Xiaohongshu is a community with equal traffic and pays more attention to ordinary people. As more and more experts and businesses enter the community, real content becomes extremely scarce. Imagine that the community is full of commercial content. It will be difficult for users to stay on Xiaohongshu for a long time.

Users prefer content from amateurs because people’s sensitivity to advertisements is gradually increasing. They know when bloggers start advertising. Amateurs’ daily life and casual photos are more real, so users like them more.

At the same time, the platform has always advocated real content, so the traffic from amateurs is particularly good.

If you have just registered on Xiaohongshu, you will get traffic coupons for posting your first notes and following the creator's assistant. You will also get 1,000 traffic coupons on your birthday. In other words, the platform is also guiding ordinary people to post notes.

2. Can ordinary people do it on Xiaohongshu?

Xiaohongshu merchants are divided into private domain and e-commerce customers. Let’s first talk about how private domain merchants can make good use of amateurs?

If you are a wedding photography studio, amateurs are not only employees but also customers who come to take photos. After you find the people, you need to think about what type of photos to post. You can follow the following 3 steps.

1. Find amateur traffic examples

Search for industry keywords, filter amateur notes from the past month, and look at the comment section of the notes to see if there are users asking how to contact or buy. The key is to find amateur notes that can be converted.

Taking "Shanghai Wedding Photography" as an example, I found the following high conversion rate notes.

Figure 1: Search results for the keyword "Shanghai Wedding Photography"

2. Pixel-level imitation

After registering an account, be sure to complete the account maintenance process to ensure that the account is a real user.

After registering an account, you also need to disassemble the notes of the amateur account, starting from the cover, title, text and tags. The purpose of the disassembly is to imitate it at the pixel level.

Let’s take the high-conversion notes of Shanghai wedding photography as an example. They are in the form of bills, memos, price comparisons, etc. These are industry templates. We have categorized all the high-conversion templates in the industry and made amateur template notes to post.

Figure: Search results for the keyword "Shanghai Wedding Photography"

3. Account Operation

When posting notes, we must remember that we should be real people, not machines that post advertisements every day. Ordinary people should also post about their daily lives.

How do e-commerce clients take advantage of amateur tactics?

The amateur strategy is not to use amateurs in large batches, which will only lead to being locked up in a small black room. Instead, it is to test the product in small batches through amateurs to see whether users like it, by directly using Koc and KOL.

Because it is a business order, various selling points will be listed, and it is difficult to test whether users like it. Instead, ordinary people post their real experiences to see whether users pay attention.

3. How can e-commerce merchants make good use of amateurs?

E-commerce merchants are operated by amateurs, and their main businesses are order placement and advertising.

1. Amateurs place an order

Let ordinary people buy products in the store, and then post their real experiences after trying them. Currently, the shopping notes will also become public domain traffic, and users will see the shopping notes when searching for keywords.

More importantly, the platform also encourages users to post their orders, and there will be no flow restrictions.

Picture: Notes on amateurs posting their purchases

2. Users share their real notes

It is also easy for ordinary people to create hot-selling products by sharing their real experience notes through collections or single promotions. Note: Just like private domain customers, find high-conversion ordinary people's notes templates and create around the templates.

Figure: User real sharing notes

Figure: Notes on popular e-commerce products

3. Renovation of amateur popular notes

After an amateur has made notes on a hit, copy the structure to KOC and professional accounts. Since amateurs can become popular, there will basically be no major problems with expert accounts, so make full use of the amateurs' notes on hits.

Author: Jiang He; WeChat public account: Jiang He talks about marketing