Xiaohongshu Private Message Delivery Common Problems Optimization Guide

As a unique spotlighting platform of Xiaohongshu, there is a huge gap between the placement of senior pitchers and novices. And sometimes when something goes wrong, we don’t know how to troubleshoot it. In this article, the author shares two common problems in private message placement on Xiaohongshu, hoping to help everyone.

The gap in Xiaohongshu's spotlight placement is really huge.

Those who can play it well say it is a bonus, while those who can’t say it is a sinkhole.

There has been no information gap about the launch of Xiaohongshu FKS for a long time, and more information gaps are concentrated on Xiaohongshu's traffic.

Many businesses are in a situation where they have many problems but cannot find any solutions. There is also relatively little official external content on the investment and flow sector, and everyone is crossing the river by feeling the stones.

But it doesn’t matter, I will help you with more interpretation and guidance in the investment flow section.

Today we will start with how to optimize and solve the two common problems of private message traffic on Xiaohongshu.

Common Problem #1: Cost Exceeding Limits

1) Are the assessment criteria/cycles correct?

① What target should you invest in and what indicators should you look at?

Common mistake: The cost of opening a private message by using [private message consultation volume] to assess private message opening is unstable/too high.

Interpretation: [Private message consultation volume] cannot guarantee whether the cost of private message opening is stable. You can directly invest in [Private message opening volume] to control the cost of private message opening.

②Today's planned costs soared? The data may not be fully attributed

Interpretation: Because there is a time gap between users reading and replying to messages, it is recommended to evaluate the data after the 24h attribution is completed.

2) Are you in the learning period?

If there is a learning period mark or the creation time is less than 4 days, the new planning model is still accumulating data and fluctuations are normal.

Interpretation: It is normal for the early model to have some fluctuations. It is recommended to observe for more than 5 days to see whether the cost is stable.

3) Is the historical cumulative conversion number > 10?

The total cumulative number of conversions is <10, the planning model lacks data accumulation, is not fully formed, and is prone to cost overruns.

Diagnosis: There is a high probability that there may be some problems with historical operations (check further).

4) Is the budget reasonable? [Frequently Asked Questions]

The planned budget/account daily budget is less than 5 conversion costs, and it is difficult to plan and accumulate data.

To put it simply, for example, the current cost of opening a private message is 100 per person, but the planned budget is set at 500 yuan, so the plan to accumulate a maximum of 5 per day will exceed the limit. The number of openings is too small, the algorithm cannot quickly shape the model, and it will also lead to inaccurate crowds.

Recommendation: When the cost of opening a category is high, it is recommended to adjust the planned budget, and the account daily budget should be at least > 10 conversion costs (so that the plan can quickly accumulate data samples).

5) The account has frequent operations

① Whether there are repeated adjustments in bidding, targeting, budget, delivery period, and plan switches, which affects the planned volume modeling.

② Have there been any sudden operational changes recently (such as reducing targeting/word selection, lowering bids/budgets, etc.)? The model needs time to adjust.

Common problem: The original bid was 100 yuan per private message, and the volume and cost were stable; suddenly the bid was adjusted to 80 yuan per private message the day before yesterday, and then today it was reported that the planned cost exceeded the limit.

suggestion:

① It is best to plan and set the budget and cost, then minimize operations and try to accumulate 10 conversions first.

② If you want to adjust the bid, it is recommended that the price adjustment should not exceed 10% each time, and the adjusted plan should be observed for at least 24 hours. If the cost continues to rise without adjustment after 24 hours, it is recommended to contact the agent for internal investigation.

6) Is there a problem with the note creation?

① Some notes guide users to deduct 1 in the comment section. Users have commented in the comment section but have not sent private messages. It is better to change the content guidance.

② Some notes are just to catch the trend. Users who are interested in the content of the notes may not be interested in "wedding photography". There are a lot of comments and interactions, but few private messages.

7) Whether the response is timely

Check whether the 45-second first-call rate and 3-minute response rate are above 80%. If not, the customer service response efficiency needs to be improved.

The second common problem: poor running volume/difficulty

1) Are you studying or planning a new course?

Creation time is less than 2 days. New promotion requires a certain amount of exploration time. It is recommended to observe for at least 1 day.

Interpretation: It takes time to build the initial model. It is normal to have slow running volume/fluctuations at the beginning. It is recommended to observe for more than 5 days to see whether the running volume is normal.

2) Is the historical cumulative conversion number > 10?

The total cumulative number of conversions is <10, the planning model lacks data accumulation, is not fully formed, and is prone to cost overruns.

Diagnosis: There is a high probability that there may be some problems with historical operations (check further).

3) Is the bid and budget reasonable?

① The bid is much lower than the historical average conversion cost

Frequently Asked Questions: Previously, the average cost of opening a private message for an account was 50 yuan, and the bid cost of opening a private message for a new plan is 20 yuan per person.

Suggestion: The bid needs to be adjusted reasonably. For plans with average note click-through rate, the recommended bid is ≥ 0.8*historical average conversion cost.

②Planned budget/account daily budget < 3 conversion costs, and it is difficult to plan and accumulate data

Just like the situation mentioned above where the daily plan budget is set too low, resulting in too few openings, the algorithm cannot quickly shape the model, which will lead to inaccurate population and other situations.

(Pay attention to historical operation records. The budget may be very low at the beginning of the plan creation, and it has only been released in the past two days. The plan needs time to adapt.)

Recommendation: Adjust the planned budget/account daily budget to at least > 3 conversion costs.

4) Is the orientation too narrow/deviation?

① Is the orientation too narrow?

The number of people covered by targeted information flow is less than 1 million (the age, region, and industry targeting are too detailed). The targeting is too narrow, the coverage is limited, and it is difficult to increase the volume.

②Directional deviation

The audience of the note content does not match the targeted population.

FAQ: The content of the note cover is "Shanghai Travel Photography", and the location selected is Sanya.

5) Is the note quality ok?

The click-through rate of the overall market notes is 5-6%, but the click-through rate of the delivery notes is only about 1%, which means that the quality of the notes is poor and it is recommended to change the materials; if there is only this note under the plan at the same time, it is very easy to fail to achieve sales.

6) Is there frequent operation?

① Whether there are repeated adjustments in bidding, targeting, budget, delivery period, and planned switches - affecting the planned volume modeling.

② Have there been any sudden operational changes recently (such as reducing targeting/word selection, lowering bids/budgets, etc.) - the model needs time to adjust.

Common problem: The original bid was 100 yuan per private message, and the volume and cost were stable; the bid was adjusted to 80 yuan per private message the day before yesterday, and then the volume could not be achieved.

suggestion:

① It is best to plan and set the budget and cost and try to reduce operations as much as possible, and try to accumulate 10 conversions first;

② The plan was adjusted to maintain observation for at least 24 hours.

7) Is there any repeated delivery [high frequency problem]

Whether the notes delivered are also delivered under other plans with similar orientations, competing with themselves; at the same time, there will be a strategy to deduplicate the same notes for the same user (maybe one plan works, but the other does not).

Common problem: There was a plan with stable volume, but it suddenly started to drop on Monday. After investigation, it was found that another plan with similar targeting/word selection was created on Sunday, and the other plan was slowly gaining volume.

Recommendation: Do not create similar targeted plans for the same material, as this will affect the overall volume.

The above are almost most of the issues that may be involved in private messaging.

Author: Vic Source: WeChat Official Account: Vic’s Marketing Thinking (ID: Viccps0227)