4 experiences gained from advertising on Xiaohongshu with a 7-figure investment

This article will discuss how to discover product selling points, choose suitable agencies to cooperate with, create high-quality content and build user trust to help you achieve efficient promotion on the Xiaohongshu platform.

As a company that helps merchants to run Xiaohongshu and create effects, we often receive merchants who have been harmed.

Last week, a business owner came to me. He used to be in the beauty device business, but the effect of his product promotion was not good. Now the beauty device industry has been reshuffled and new products have been developed. How can he avoid the pitfalls?

His background:

Boss, I’m from Jiangsu. I used to promote my beauty instrument products on Xiaohongshu, but the effect was not good. In addition, I can’t make beauty instruments anymore. I’m going to launch new products in May. I urgently need to understand the promotion side. What should I pay attention to?

I am always unreserved in giving advice to merchants regarding whether or not to cooperate with me in the end.

1. Products

Previously, their company promoted beauty devices, but the product quality was average and there was no difference compared with competing products.

Therefore, for bosses, especially white-label merchants in the industry, you must ask yourself: Why should consumers buy from you?

Being cheap is sometimes not an advantage. In some categories, it will make consumers feel that your product is not good enough.

Therefore, when everyone’s products are not differentiated and are white-label, and they only spend money to find influencers to promote them, the promotion effect will definitely be very poor and the traffic will not be able to be sustained.

Therefore, compared with the techniques of strategy, products with content will bring their own traffic.

The point of good content is attention.

Content points include:

1. Product differences;

2. Product highlights;

3. Product endorsement;

4. Differences among populations;

Users’ attention is limited, and similar content can be easily ignored. Forcible promotion, using similar content and targeting users’ pain points is like hitting a stone with an egg, and is nothing more than a waste of money for new brands.

2. Institutional Cooperation

His previous monthly budget was over 100,000 yuan, and the agency he cooperated with matched him with about 20 accounts, with each account having around 5,000 yuan, but the effect of the investment was not good.

The problem with this is:

1) Brand’s problem: The agency was not chosen correctly. The main purpose of this cooperation model is to improve the efficiency of delivery and quickly complete the delivery through the agency’s list of influencers, so the agency is responsible for execution. In most cases, the product selling points and target audiences are already refined by the brand. But sometimes, the brand’s refinement is not necessarily correct, and efforts will be wasted if the direction is wrong.

2) The problem of institutions: institutions can get rebates by looking for high-priced influencers, which is efficient and can complete the delivery and closing of cases in a short period of time. This model certainly cannot effectively screen accounts, and the content quality is also average.

The most critical problem is that when a product is launched, there are only more than 20 influencers in a month, which is far from enough. The total exposure is not enough, and the frequency of reach is also insufficient. Compared with the accumulated content of competitors, it is a drop in the bucket. How can there be a chance of winning?

Moreover, there are good and bad influencers, and fake accounts and institutional marketing accounts are affecting the results.

Our approach to serving the client is exactly the opposite of this. When we lead the strategy and deliver the results, we don’t have a list of influencers. We find and screen influencers one by one, and use their content conversion capabilities as the standard for cooperation.

In this way, we can have both quantity advantage and quality assurance.

Service providers must be involved in brand strategies.

Party B must be professional enough to serve Party A, otherwise why doesn't Party A do it themselves?

Therefore, Party B must provide professional opinions on the product’s selling points, target groups, and scenarios, so as to achieve better results.

Products are homogeneous, but the content can be differentiated. By more segmented groups + scenarios + user interests, we can avoid direct competition with competing products.

For example, if we want to target female groups, we can actually further subdivide them. For example, 40+ sophisticated women who do not want to get married, women of different professions, entrepreneurial women, mothers with sensitive skin, etc., can be divided according to interests, professions, physical conditions, etc.

3. Content Production

The content of experts and amateurs is reviewed and produced by the business. But in the words of the boss himself, they have the ability to copy but not the ability to innovate.

Everyone knows that the fastest way to create a hot article on Xiaohongshu is to borrow from a hot article, but the method that everyone knows is not a method. Better content should be optimized or even innovative based on different selling points and different products.

Promotion is a system from strategy to execution. Especially when it comes to content, you cannot be lazy. Whether the traffic is good, whether there is long-tail traffic, and whether it has good seeding power are ultimately determined by the content.

Many bosses think that they can just leave it to the team and not worry about it themselves. But in fact, in 0-1 businesses, there is no team that can really free the boss from worrying about it.

4. New product launch

This is a brand new product or a home beauty product that will be on the market soon. The price is indeed cheaper than that of big brands. Do you have any suggestions for promoting new products?

I asked the boss: For a new product, besides price and popularity, what is the most important thing?

Because your competitors are also promoting products, they have more brand power.

The most important thing is to build trust among consumers . Trust will lead to better conversions and help the content gain more power.

Building trust is not just about promoting products. How can we provide stronger endorsements for products? How can we provide 360-degree evidence around the core selling points? How can we present consumers with more visual and tangible pictures and texts?

This is something you need to think about clearly before launching.

Creating user trust will definitely increase conversion rates.

Since it is a beauty product, how can the effect advertised by the merchant make consumers trust it? This requires more diversified proof.

Author:Keny Wei

WeChat public account: Marketing Lao Wang (ID: wltx-2015)