Insights into Xiaohongshu Enterprise Accounts: Reasons behind the lack of traffic

When running a business account on Xiaohongshu, it is inevitable that you will encounter poor traffic. What is the reason and what should you do? This article will answer your questions.

Interesting phenomena observed recently: operations going crazy, people banding together for warmth, and crazy comments in the comment section of corporate accounts...

Xiaohongshu’s traffic anxiety problem has spread to the operation of corporate accounts.

When Xiaohongshu's new media operation becomes a position, how should we face its traffic problem?

Question raised: Xiaohongshu’s corporate account traffic is generally poor, and the natural traffic attracted by the content is poor

Opinion speculation: universal (more suitable for C-end), appearance (aesthetics), usefulness (altruism, functionality - search engine)

Solution logic: Traffic has no logic. Only by creating content that is in line with the platform can traffic be generated.

Solution: Solve the problem of natural content flow through account repositioning, content disassembly, and content replication

1. Determine the operation purpose and positioning

Before operating an activity, you need to locate the account you are operating and determine the purpose of the operation.

If it is used for brand promotion, the overall content should be more in line with the brand image.

ep1. Luxury brands will not use "crazy literature" as a carrier, most of them use high-end content to showcase their brand image.

ep2. The content of lululemon’s account all appears in the image of “sports”, which is consistent with the brand image and reflects the brand’s sense of value.

At present, most of the enterprise accounts are operated with the original intention of obtaining traffic, and the operation purpose is traffic. The most ideal solution is still the traffic + content model.

2. Understand why there is no traffic

1. Main users of the platform (from the perspective of content)

First of all, we need to understand what kind of platform Xiaohongshu is. Xiaohongshu is a content platform mainly for C-end users (Consumers). From the perspective of product mechanism, the more users there are in a certain area, the more content suitable for pushing to them. To a certain extent, more universal content must be more suitable for more users.

ep. The overall traffic obtained by posting about where to visit stores and where to take good photos on Xiaohongshu will definitely be better than that of a certain FPS game.

Therefore, content with strong marketing and whose audience is mainly B-side (Business companies) determines the traffic trend in the content recommendation mechanism. In addition, taking Xiaohongshu as an example, it is an aesthetic platform, and beautiful content will be relatively more clicked.

2. Traffic sources of the account (data perspective)

You can see the source of traffic in the creative center, and after confirming it, you can make targeted adjustments to the content.

If the proportion of homepage recommendations is too low, it means that there is traffic restriction to a certain extent (it may be caused by account abnormality or content)

ep. A contact lens merchant has a search index of 90%, which means that the audience comes through search. The content of its homepage is mainly popular science content such as vision tests. If you are a user, when you see its content, how many times out of 10 will you click in to browse it?

3. Platform profit model perspective (business perspective)

Xiaohongshu's profits are mainly from advertising + notes + mall, of which advertising business accounts for 80%, and the users of advertising recharge (information flow) are mainly B-side. So its way of continuous profit is to let users recharge continuously. As an operation and as a product, how would you get users to recharge more?

There are many voices saying: "There will be no traffic limit when opening an enterprise account." Although I don't completely agree, I can still search for many comments about "traffic limit after recharging."

Follow your inner thoughts first, he must want to make money from you (the one who says there will be no flow restriction also wants to make money from you).

Under this invisible flow limit, the most correct solution is to polish the content that is suitable for the platform's flow mechanism.

4. Enterprise operation structure (enterprise operation perspective)

A piece of high-quality content with traffic attributes often requires you to dig deep into the gameplay of this platform.

But in many real-life situations, it is often one or several people who operate the entire enterprise's new media platform.

Imagine an operation that not only needs to study traffic and gameplay, but also needs to edit pictures, write copy, and even shoot videos. Even if the earthworm is cut into two pieces, it will not be enough!

To a certain extent, this also invisibly affects the life cycle of corporate accounts: a vicious cycle .

On the other hand, the company's managers also need to have a clear understanding of the corresponding positions and establish their purpose.

5. Survivorship bias

The articles we refresh are usually those that already have a certain amount of basic traffic, so don’t be amazed by other people’s popular articles. But when you click in, you will find that their accounts have also experienced periods of 10 likes or even 0 likes.

It is important to overcome survivor bias, and this can also be forwarded to your boss.

Keep creating and updating content, and this huge amount of traffic will definitely belong to you.

3. Content that matches the platform’s tone

1. Insights into the attributes of popular content

Learning and drawing on the content of popular articles is a very important skill for you to master the content. The more you read and summarize, at least you will know what kind of content will have traffic or will definitely not have traffic.

Here I would like to quote a report by Chan Mama, "Dark Horse in the Hot Articles Craze: Exploring Traffic Capture Techniques of Low-Follower Accounts on Xiaohongshu", which has a certain timeliness and is mainly for reference and learning.

Although the content is mainly from low-following personal accounts, the phenomena and analyses therein are of certain learning value in actual operations.

The emergence of explosive content presents the following phenomena:

• The number of fans and update frequency have a certain impact on the rate of popular articles, and are positively correlated overall.
• Different industries have different types of notes that produce popular articles, and in some industries, videos account for a larger proportion.
• The release time may be related to the popular article, so choose a time period with less traffic competition.
• Content that meets emotional needs has a higher chance of becoming a hit.

In addition, my work and surfing experience tell me that content that fits the platform's tone will also have the following characteristics:

1. Authenticity: This means that the content needs to have a sense of reality. It is important for corporate accounts to remove strong marketing attributes. The result is to attract traffic and sell goods, but the process must follow the consumers.

2. Solve the problem: Whether it is the traditional "altruism" or the fact that it is useful, comfortable, or satisfies your cravings, it is, to a certain extent, solving a certain pain point or potential problem of the user when they see the content.

3. Aesthetics: We live in an aesthetic society, especially on Xiaohongshu. The content published needs to have a certain composition and aesthetics. Random photos may be effective, but they are definitely useless in the operation of corporate accounts.

2. Account positioning and structure (personality and play style)

Positioning is a key word that is indispensable to marketing. It also applies to account management to a certain extent. Ogilvy's brand positioning triangle mainly revolves around brand positioning, TA ( target audience ) and RTB (reason to believe) .

To state the brand positioning in a simple sentence is: Who am I (xx brand), for whom, and what benefits do I provide.

At this point, it is impossible to accomplish this by replicating a benchmark account. There is no successful experience that can be replicated 100%.

For an account that can achieve certain results, the account positioning behind it must overlap with what it wants to do.

Creating an account that has a "human touch" and brings emotions to users is more sustainable than relying solely on traffic diversion. This is what is often called IP monetization, and it also applies to enterprise accounts.

ep. Tiancha Tea Succession Diary (TikTok), the prodigal second generation of the account is very real, and the purpose of the account to a certain extent is to promote and attract traffic to its own company through account operation. The content also revolves around the account's personality and purpose, publishing daily content such as company activities and asking dad for funds. The user problem solved through the content is the connection between traditional tea companies and young consumers.

In a specific track, you can get ideas by analyzing study accounts and popular articles.

Specific analysis method: Find mature accounts and popular articles in the corresponding track, and summarize and analyze the title, cover, content, and comment area information.

Search for benchmark accounts – Analyze benchmark accounts – Build account structure

Search by keywords, such as [face cream][refrigerator], and leave interactive traces on the search results (like, save, browse).

Through high-frequency refreshes and interactions, let the recommendation algorithm take you into vertical fields and push more similar content.

In the first two steps, you can already find a lot of related accounts, which can then be analyzed and learned from the user form, presentation form, and drainage method.

First, make a template, imitate the basic account structure (content strategy, traffic strategy), then quickly iterate and move forward in small steps.

ep. For the maternal and infant track, taking the following table as an example, in terms of content style, Babycare’s target audience (Generation Z) and account style (relatively young in form, and in line with the cute feeling of babies) are the most matched, including the ability to replicate the content + lottery format to attract traffic.

If I were to create the account of Babudou Diapers (Dad’s Lottery, the Pride of Domestic Products), I might promote: a product that gives people peace of mind. After matching the audience and positioning, I would focus on popular science and professional content, and implement the selling points and pain points to the end.

3. Content disassembly and imitation (obtaining traffic through content)

After completing the basic account positioning, what is needed is content. In terms of content, complete it first and then make it perfect. Once the traffic is running, consider the conversion issue.

You can also complete the basic content replication by disassembling it, and then find the content method that suits you.

Find hot content – ​​Content analysis – Traffic conversion

After determining the basic framework of the account, what you need is a hit that can be replicated.

This can be found through keyword search or information flow, or by searching based on keywords through the Dandelion platform.

By imitating popular products or the content of previous accounts, first complete the initial business indicators and then iterate.

During the iteration process, it is necessary to add traffic conversion points to the content, such as jump search, private messages in the comment area, keyword search, etc.

In addition, remember to embed keywords in the article content. Keywords are an inevitable part of content creation. Accounts that mainly rely on search to acquire customers need to embed enough keywords in the content to gain search traffic.

ep. For a certain tea product, popular keywords such as "Pu'er tea", "Pu'er raw tea" and "Pu'er cooked tea" will be added in each note. Unpopular words that require a certain degree of professionalism such as "Laobanzhang", "Yiwu Mountain" and "Mengku Rongshi" will also be added to increase the chances of users being searched.

Finally, in the basic daily operation process, you need to experience the entire process first, complete the entire process from the perspective of a normal user (from content browsing-account page-traffic conversion), and record the problems and feelings at each node. This is the so-called USER JOURNEY, which will help you analyze the user's pain points, itch points or pleasure points in the process.

ep. previously worked for a food APP, which is a UGC content community. It also has some basic gameplay, such as daily check-ins, earning points, and point deductions. When bringing in new people, I often ask them to play the APP thoroughly from the user's perspective, so that when they know the overall process, they will also have a general idea of ​​what this function does and what its use is, and then operate or optimize it on this basis.

Author: Gavvi