Things to pay attention to when doing Xiaohongshu marketing in 2024

In recent years, more and more people and companies have begun to pay attention to Xiaohongshu and are preparing to do Xiaohongshu marketing. But before you start, you must know the following points mentioned by the author. If you don’t understand these points, no matter how much you invest, it will be in vain.

The following things I’m going to share with you today are what you must know when doing Xiaohongshu marketing.

If you don't understand these things, no matter how much you invest on Xiaohongshu, you won't get any results.

Therefore, forward this content to the Xiaohongshu team and make sure everyone reads it.

1) Focusing tools have bonuses, and everyone who can use them should use them

If you have a pitcher at home, it is best to do it yourself. If you don’t have a pitcher, find a full-service provider to do it. Try not to find a pure performance advertising agency to do it. You will only be consumed. If you don’t consume them, you won’t make any money.

2) Whether it is content, audience, or strategy, it all needs to be tested and verified

No one can rely on experience to determine which content will definitely work best, and all need to be tested. Xiaohongshu’s audience and double-column recommendation flow determine that it is difficult to have a particularly standardized content template.

We can start with the analysis based on the existing popular articles on the site, then test them in combination with our own products, use data to verify the results, and then optimize the notes based on the data. This process is called [double content loop].

The dual circulation of content is essential.

3) Don’t focus on the anti-funnel if the budget is small

Everyone knows that the methodology advocated by Xiaohongshu is the anti-funnel crowd strategy, which is to first find the core group closest to consumer decisions, penetrate the core group, then influence the interested groups, and finally push it to a wider group of people to create word-of-mouth and break the circle.

However, the key point of the anti-funnel crowd strategy is whether you can penetrate the core crowd, especially for some businesses with small budgets or a very broad core crowd. If the core crowd is not penetrated, there will be no tap water, no word-of-mouth effect, and no way to break the circle and anti-funnel.

Therefore, if the budget is small, don’t worry about the anti-funnel. Just find some influencers who are cost-effective and can reach the target audience, carefully polish your notes, and make refined delivery.

4) Pay attention to the layout of Xiaohongshu search scenarios

Xiaohongshu’s strongest feature at the moment is actually “search”.

But starting from the generation born after the 1990s, Baidu was too old-fashioned and its content was too inaccurate, so people’s mindset towards searching gradually shifted to Xiaohongshu, their life guide.

Xiaohongshu has a structural advantage in search, and other platforms are powerless to compete with it in this regard. Only on Xiaohongshu can you see the "real experiences" posted by "living people."

The value of information is partly timeliness, partly interest, and partly different for different people. What is useless now may be of great use in the future. So when it comes to note results, don’t just focus on the three-day or seven-day cycle, but be clear about the direction and find the core keywords to fight a dull battle. Every little bit counts.

We must make good use of search keywords, hot word recommendations, etc. to help us find the core words of the notes so that the system can recognize and recommend them to the corresponding users.

5) Beauty is everything when creating header images

In terms of importance, pictures are definitely more important than text.

The quality of pictures determines the click-through rate. Without clicks, everything is empty talk. Therefore, pictures are very important. All product information points should be displayed and the user's aesthetic point should be captured.

Everyone should know that we want to influence a group of young girls who live in first- and second-tier cities, those born in the 1990s and who love beauty. Such users have a certain aesthetic ability, and conventional product pictures are unlikely to attract users' attention.

So you have to photoshop, you must do it, and you have to pursue the ultimate beauty. It is no exaggeration to say that making your face a little smaller may bring in more traffic.

Every influencer who can get traffic on Xiaohongshu must be a talent who understands romance, is good at photo-editing, and has aesthetic taste.

6) Don’t use the same logic as Douyin to create Xiaohongshu

If brands look at Douyin and Xiaohongshu from the perspective of attracting new customers, Xiaohongshu brings about in-depth growth in the population, while Douyin brings about in-depth growth in the population.

The audience of Xiaohongshu is of higher quality and more rational. Once they are inspired by something, it will lead to long-tail repurchases and spontaneous sharing. This is because being inspired by something is a rational decision. In this process, they will only buy it after relatively comprehensive understanding and comparison.

Douyin attracts a wide range of people. It finds people with corresponding needs in the general population and quickly harvests them with a cost-effective price. Sales grow fast, but mental retention is poor.

This is also why Douyin’s methodology is a positive funnel crowd stratification strategy, while Xiaohongshu’s methodology is a negative funnel crowd breaking circle strategy.

Neither platform is good or bad. Different groups of people and different communication purposes cannot be ignored for brands. They are both the most important "battlefields" and brands only need to act accordingly.

To achieve scale, break through the circle, and create new products, you still have to go to Douyin. So it’s not that Douyin can’t be used, but it’s not suitable for pursuing profits. However, for the leading brands in the track that pursue scale, Douyin will still be the first choice.

Xiaohongshu is just the opposite. Compared with Douyin, Xiaohongshu's user numbers and DAU are indeed incomparable, but Xiaohongshu has the strongest consumer power and willingness in China, and Xiaohongshu is still the platform with the highest brand premium tolerance. If your product is not a standard product and also conforms to the tone of the Xiaohongshu community, it is most suitable to make profits on Xiaohongshu.

above.