Is it still worthwhile to advertise on Xiaohongshu influencers? How to break through?

Is it still worthwhile to place ads on Xiaohongshu influencers? The author analyzes the cost-effectiveness of placing ads on Xiaohongshu bloggers and explains how to increase the cost-effectiveness of placing ads on influencers.

The previous article mentioned that it is becoming increasingly difficult for bloggers on Xiaohongshu to get business orders. Can bloggers on Xiaohongshu still make money through advertising? Let’s think further, why are brands unwilling to invest in influencers?

The essence is that the return on investment is too low.

Before Xiaohongshu was commercialized, it was the golden period for investing in influencers. There was no need to report, the platform was short of content, and posts by amateurs could easily become popular. The comment area would divert traffic to other parts of the platform and to WeChat. One popular note could support a Taobao store.

In contrast, nowadays, the reporting policy directly increases the cost by 20%, and replying to Taobao words outside the site is also prone to violations. In addition, since peers are all investing, the cost of bloggers' advertising is getting higher and higher.

Taking the beauty industry as an example, the cost of blogger interaction is already around 15. If there is an organization operating the data, a data cost of 50 is also normal.

Taking myself as an example of being a blogger, I don’t inflate the traffic at all . As long as I accept advertisements, the traffic will definitely be poor. The reading cost is basically 0.5 cents, and the interaction cost is more than 30. For products with low average order value, this only increases the exposure opportunities, but conversion is difficult.

How to objectively view the cost-effectiveness of Xiaohongshu bloggers?

At present, except for pure direct-sales business influencers, the quotation is almost 10% of the fans, or even higher.

Taking the example of a blogger with 10,000 followers who is quoted at 1,000 yuan, the cost per click is 0.5 yuan, and he can get about 2,000 followers.

Assuming the interaction cost is 5 yuan, there are about 200 interactions, and then 200 of them are directed outside the site. Taking 10% as an example, the visitor cost will be 50 yuan per person.

Which e-commerce brand can accept a visitor cost of 50? Therefore, on-site conversion is necessary, otherwise the cost will be too high.

It is in this situation that white-label merchants first choose direct delivery agents and report direct delivery in batches. For example, the brand in the picture below has 530,000 ads, 2,835 notes, and 96,000 interactions.

The cost of interaction is about 6 yuan.

Figure 1: Screenshot of a direct-sale brand’s campaign

Take Estee Lauder as an example. The amount of investment was over 10 million, but the number of interactions was less than 850,000, and the interaction cost was about 20;

Figure 2: Estee Lauder monthly advertising data

It is undeniable that the types and tones of the influencers used by the two are different, but it is really difficult for new brands to accept the interaction cost of Estee Lauder 20.

These two examples are almost the ceiling for direct delivery and normal investment in influencers, which indirectly reflects that the investment cost of most customers will be around 10. With an influencer cost of 10 yuan, merchants can only increase the average order value of their product portfolio and increase more repurchase opportunities.

In addition to this, how can we increase the cost-effectiveness of influencer advertising?

1. Maximize the efficiency of experts

Influencers not only undertake the function of timely conversion, but also take on the subsequent long-tail search conversion. After investing in influencers, if some of them can bring positive feedback, they can be directly heated up through information flow and search.

Currently, the cost of clicking on information flow is between 0.1 and 0.5 cents. If the interaction cost is also controlled below 5 and there is specific conversion, and if the cost is controllable, the volume will continue to increase.

Simultaneously repost the expert's notes to the enterprise account, trailer the traffic conversion, and maximize the efficiency of each expert delivery.

2. Iterate with the expert model

The placement of influencers also requires continuous iteration, finding a framework that can convert influencers, disassembling the framework, and looking for similar influencers.

If 10 articles are published and 1 of them can bring conversion, then break down the pixels of this article, find the corresponding blogger, publish content with the same framework, and continue to improve it.

3. Multi-platform test delivery

I have also been in contact with Douyin marketing recently. Since the cost of Douyin influencers is generally around 60-100 yuan, you spend 60 yuan, and if the data is good, you can probably reach 5K-10,000 small eyes. According to the middle 6K small eyes, the click cost is about 1 cent.

Note: the chance of Dewu failing is also very high, and the chances of it failing are less than 100.

There are three functions of Dewu Daren. The first is to expose the brand and accumulate content. The second is to act as an order-boosting role to display sales. The third, and more important, is to use merchant cards to achieve specific conversions.

For example, if you hire 30 influencers and spend 1,800 yuan, and they can sell a few orders and achieve an ROI of 1, it is a very good result. If you can find other platforms with lower delivery costs, you should decisively look for new tracks.

The above is about whether Xiaohongshu influencers are cost-effective. I feel that there are still many points that I haven’t written about. I will continue to update next time.

Author: Jiang He

WeChat public account: Jianghe Chat Marketing