Why is there still a chance for amateurs to advertise on Xiaohongshu?

In the community of Xiaohongshu, where traffic is equal, amateur notes have gradually become the new favorite of merchants and content creators due to their authenticity and high interactivity. This article will discuss in detail why amateur traffic is so popular, and provide merchants with a set of practical strategies for using amateurs to enhance the influence of Xiaohongshu, including how to find high-conversion cases, pixel-level imitation, and amateur strategies for e-commerce customers, to help you easily play Xiaohongshu marketing!

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.

Combined with the amateur fan-building projects observed recently, merchants who have just started to operate on Xiaohongshu are advised to make solid efforts in amateur fan placement;

1. Why is amateur traffic so good?

Xiaohongshu is a community with equal traffic and pays more attention to ordinary people and amateurs. As more and more experts and merchants join the platform, real content from amateurs becomes extremely scarce. Imagine that the community is full of shopping content. What is the difference between it and Taobao and Pinduoduo?

In addition, the platform has always advocated real experience, and the content of experts and merchants is too commercialized, so amateur notes are particularly important.

Take myself as an example. I not only like to watch the content shared by experts, but also like the gossip content posted by ordinary people.

If you have just registered on Xiaohongshu, you will get traffic coupons for posting notes and following the creator assistant. You will also get 1,000 traffic coupons on your birthday. As long as the new account does not send sensitive information, the traffic will be very good.

Another point is that today's users are extremely sensitive to advertisements. Before the influencer even says anything, they know it is an advertisement and quickly swipe away. They are naturally averse to advertisements, and the content of amateurs is more authentic.

2. How to use ordinary people on Xiaohongshu?

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

1. Find high conversion cases from amateurs

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 any comments from 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 notes of conversions by amateurs with less than 200 followers.

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

2. Pixel-level imitation

Disassemble the notes of amateur accounts and imitate them at pixel level from the cover, title, text and tags. Let’s take the high-conversion notes of "Shanghai Wedding Photography" as an example. Forms like bills, memos and price comparisons are more popular with users. We can directly borrow them when we make notes in post-production.

Figure 2: Search results for the keyword “Shanghai Wedding Photography”

3. Account operation

The account layout of private domain merchants is professional accounts + KOC + amateur accounts. They can operate amateur accounts in batches according to their own situation, completely imitating the operation of real amateurs. Note: When users ask how to contact, try to let users take the initiative to leave V to prevent being restricted.

3. Amateur strategies for e-commerce customers

The e-commerce amateur strategy is not to sell products in large quantities to amateurs, but to test products in small batches through amateurs to see if users like them.

Because we directly look for Koc and KOL, and since the influencers are business orders, they mostly list selling points, and it is difficult to test whether users like it. Instead, it is ordinary people who post real experiences.

How do e-commerce clients take advantage of amateurs?

1. Amateurs take photos and post them

When an amateur buys a product in a store, he or she will post the real experience after experiencing it. The more real the better. When an amateur posts a note, we need to control it, especially the cover and title. Aesthetic pictures are effective.

Figure 3: Xiaohongshu order sharing notes

2. Users share real notes

Users can do this type of soft implantation through collections or single pushes, such as holding hands in the picture below or asking questions.

The most common way at present is for an amateur to ask everyone what related products they recommend, and to maintain the small comment area. If the comments are too high, it is easy for users to find the advertisement, and do it in the second or third place;

Figure 4: User real sharing notes

3. Use of amateur popular notes

After testing out popular notes from amateurs, copy the popular structure to KOC and professional accounts.

Some brands, based on popular products, break down the notes of the experts they work with, breaking down what content is captured and posted in each photo, in order to maximize the use of the amateur's popular posts.

Author: Jiang He

WeChat public account: Jianghe Chat Marketing