How to break through the user scale of the product on Xiaohongshu and achieve effective breakthrough?

This article will explore and sort out some of the problems that most people will encounter during the operation of Xiaohongshu, and hope to provide you with some solutions. If you need it, you can take a look.

Recently, when I was chatting with members who signed up for our Brand Doctor offline training camp in Guangzhou, I found that they encountered the following problems in their promotion on Xiaohongshu:

• How can stability products break through the current scale as they move towards branding?
• Where should we start when developing new categories or product derivatives?
• After the search ranking of notes stabilizes, can the search weight of notes be increased again through information flow delivery?

I believe this is also a problem that most of our partners will encounter during the operation of Xiaohongshu. We have simultaneously sorted out some of the content of the exploration and communication, hoping to provide some solutions to brands that have the same confusion.

1. How can we break through the current scale of stable products in the direction of branding?

First of all, we need to start with the overall situation of the brand and carefully observe the products launched by the brand. We divide the entire category into two categories based on user needs:

• Pain point search needs (removing blackheads, acne marks, pores, nasolabial folds, tear troughs, dark circles, growing eyebrows, growing eyelashes)
• Category search needs (sunscreen, hair removal cream, eyebrow pencil, loose powder, concealer, eyeliner, blush, natural cream)

1. When users have obvious search needs on Xiaohongshu

For issues such as removing blackheads or acne marks, a typical note is a material with a very high click-through rate + a set of methodologies . From the perspective of search logic, the role of this type of note is to make the note stuck in a key position on the search page and exposed to users.

If the content is not in high search demand, the notes are more likely to be displayed on the discovery page, so the overall exposure on the discovery page will be higher. In addition, the algorithm of the Xiaohongshu platform is also being continuously adjusted, and the proportion of horizontal test content and content that clears the search mind on the search page has increased significantly. However, new content needs to be continuously produced, because 20% of the search rankings are constantly being given to new content.

2. For category search needs, it is very suitable for horizontal testing or ranking gameplay, but it is necessary to distinguish categories

For example:

1. Sunscreen

Although many people have a need for sunscreen and the search volume for “sunscreen recommendation” is very high, there are also many corresponding sunscreen brands under this keyword, so there is no need to make a detailed statistical calculation of the product volume of sunscreen.

At this time, we need to set a ratio . If the total cumulative volume of several brands under the keyword sunscreen exceeds 50% of the total sunscreen keyword demand, it means that users are too aware of the brand and will only choose from the sunscreen products they are familiar with. The operating space for this category is relatively small.

2. Bare face cream

Under the keyword "bare face cream", the top words are "bare face cream for body, bare face cream for men", etc., and not many brand names appear. The effect may be better than sunscreen because its brand coverage is not that high.

At the same time, when the horizontal test content begins to be implemented, it is also necessary to evaluate whether the search demand of the category has reached 100,000+:

• If the category search volume is too low, the content you post will not make a splash; you need to consider whether there are similar associated words to choose from.
• Is the brand coverage ratio that high? If it is too high, it means that users have a strong brand awareness and effective brand promotion cannot be achieved.

Under the above two types of needs, brands have laid out content, and many products have achieved considerable results. If you want to break through the existing results, the fastest way is to copy the existing model .

This requires brands to improve their content capabilities:

You can magnify the content to the extreme to obtain traffic from the exposure pool. Previously, 50 pieces of content were posted every day, but now it can be increased to 100, thereby increasing the rate of explosive posts. Among them, the ranking list has the highest efficiency and the lowest production threshold. Moreover, as the brand continues to accumulate a large number of explosive posts, the long-tail effect of search will also be superimposed.

2. Where should we start when developing new product categories or product derivatives?

This issue can be approached from three perspectives:

1. Derivation around the link of women’s love of beauty

List all categories related to women's beauty transformation and guided by Xiaohongshu searches to explore market segments.

Next we can conduct a detailed research, for example: blush, it has evolved into 4 forms, liquid blush is currently not promoted by any core brand, so this point is actually something you can take advantage of and do.

2. Around women’s growth experience (starting from when women began to have purchasing power)

As women grow up at different stages, a large number of demands will emerge. Recently, we have found that there is a search demand for "wedding decoration" in the marriage field on Xiaohongshu with millions of searches.

However, few brands are doing this. Basically, there are just a few Taobao stores selling products randomly, and all the content is very simple. This category has not yet been branded on Xiaohongshu, and its growth rate is very low, so it is suitable for entry.

3. Food, clothing, housing and transportation needs

The above two perspectives are considered from the perspective of search. The third perspective helps brands sort out their ideas from the perspective of exposure demand. Exposure demand may be that users subconsciously need to use the product, that is, the logic of explosive articles, using exposure to arouse users' attention.

For example, we don’t have a strong demand for health products. The search volume for all health products is very low, whether it is liver care and whitening. However, if we expose strong demand, the user may see a good-looking figure today, and the content tells the user that eating this thing will successfully lose weight, which will arouse our demand. The same is true for liver care tablets.

If we embed products related to daily life such as food, clothing, housing and transportation behind the exposure attribute, there is a great chance of conversion. At the same time, most of the popular pet-related articles now embed cat food and dog food behind them. To be honest, these products will not convert because they have a decision threshold for users. However, if a household cleaning product is embedded behind the word "cat pet", the conversion effect may be better.

Products with low decision-making thresholds that meet the needs of the exposed population can be produced on Xiaohongshu. As long as you find the point of high exposure and add high-value materials, it is easy to achieve conversion.

3. After the search ranking of notes stabilizes, can the search weight of notes be increased again through information flow delivery?

The brand has released information flow for many product review notes. Let’s take 1,000 search notes as an example. Its search ranking may be stable between 30 and 50, and the approximate traffic at this position is this much.

If you want to improve the position of your notes and occupy a higher position, first of all, the demand for exposure is very large , which is equivalent to re-entering other traffic pools to obtain more exposure.

This problem can be solved by data optimization , which may be more effective. That is, the team can improve the click-through rate and interaction rate of precise keywords, and the brand can perform interference optimization by itself. Because when search ads are still in the search pool, their core measurement elements are:

• Search click rate for keywords
• Interaction rate of precise tags

The above content is based on the communication with Brand Doctor’s members, combined with the confusion they are currently facing in their marketing.

Author: Sally Nan; WeChat public account: Nankaikou