10 Xiaohongshu traffic diversion techniques, the platform should be both grass-growing and grass-pulling at the same time

The promotion and removal of content on the Xiaohongshu platform are constantly changing. Let’s take a look at the traffic mechanism of Xiaohongshu.

I don’t know if you watched the Xiaohongshu Will Business Conference a few days ago. Xiaohongshu has also shared content related to buyer stores before. It is obvious that it wants to gradually shift its platform from grass-planting social networking to social e-commerce. Regardless of whether Xiaohongshu can be like Douyin, it is still just a platform. Where there is traffic, there will be content, and where there is content, there will be many ways to steal traffic.

Today I will share the common ways to make money on Xiaohongshu, as well as the common and uncommon traffic stealing techniques. I will use cases to explain it clearly. After reading this article, you can just follow the steps~

1. Common ways for Xiaohongshu to make money

The practice of stealing traffic is universal on any platform and in any monetization track, and Xiaohongshu’s three main money-making tracks now are: IP bloggers, traffic monetization (private domain), and buyer stores.

1. IP Blogger

As the name suggests, it is the process of gaining fans' attention through excellent content in the early stage (positioning → user → product → monetization model), recognizing people through content, and then starting to take advertisements, be a buyer for live broadcasts, open columns to sell courses, or divert traffic to private domains to sell products for a longer period of time and stockpile fan assets.

2. Traffic diversion and monetization

I will focus on this point later, because Xiaohongshu is very resistant to the action of attracting traffic, so if you want to monetize, you can either use the shared cart (but it is really difficult to monetize high-order and functional products), or steal traffic from the platform to private domains, Xianyu, or Tmall, as long as the product's purchasing population profile matches.

Nowadays, many companies like to play matrix on Xiaohongshu (mostly in the education category), start with various keywords to become the top in the industry, and then guide WeChat to convert, or guide to the store to place orders.

3. Buyer's shop

In September 2021, Xiaohongshu started the "account and store integration" model. Not many people paid attention to it at that time (information gap). In 2022, many people made a profit from it, but in 2023, more and more people began to know about it.

Whether it is a supplier, offline store, or third-party store, they can all open a Xiaohongshu store at the same time to steal traffic and increase sales (start a live broadcast on Douyin, a video account, and Xiaohongshu at different angles at the same time).

Or there are buyers who have no source of goods, but choose products from PDD or 1688, and sell them through pictures and texts on Xiaohongshu. They will also have continuous revenue and repeat purchases, and the data is still quite impressive.

2. 10 Xiaohongshu traffic diversion techniques

Before talking about how to induce behavior, we must have an understanding:

Xiaohongshu is not 100% absolutely safe. Either you put the spotlight (officially recognized), then you can attract users openly, or there are only relatively safe traffic-generating techniques.

1. Private Message

It is simple and easy to understand. If someone sends me a WeChat message, or I send a WeChat message to the other party, it is quite rude and risky.

The disadvantage is that a string of Arabic numerals can be easily detected by the authorities. If it is a new account (just registered), it is fine to send it directly, but there is a limit on the number of times.

If you send it, you can divide it into sections/mix Chinese and English, etc., prepare different WeChat accounts, and develop it in a decentralized manner, which is relatively safe.

Or you can create a small account and write a picture and text with the traffic-generating information, and send it to the user if he asks.

2. Group Chat

80% of people will use this method. If it is a traffic-generating account, you can directly avoid confirmation and use a small account to send various traffic-generating signals.

You can send WeChat QR codes in group chats, add WeChat accounts to pictures, or directly publish them in separate text forms. These can all be published without being recognized, but you must use a small account (assistant account) to send them, which will protect the main account to a certain extent.

Xiaohongshu group chat now allows group owners to withdraw their messages, so if other colleagues in the group want to intercept your group chat, they can immediately withdraw the content and block them (this is still relatively friendly).

Some accounts are really attractive to bad guys. If the group chat is put into the black room by the official, the group owner will also be affected. If you encounter this situation, it is recommended to check in "Pass the group chat" for review and confirmation, and post it for 3-5 days first. If the user who wants to join the group does not have his avatar changed to a little carrot (marketing account), he will be allowed in.

The group name is also very important. It can be an ordinary name or a name that guides user operations, such as "Join the group to receive information", "Join the group to see the top posts", etc.

3. Pin a note

This is an old method, but it is quite practical. For example, if someone posts a potato, 95% of people may not understand why the top article posts a potato. If you enlarge the potato, it is actually a WeChat account.

This method is safer than directly writing an article and leaving your contact information, but the user churn rate will be higher.

4. Account Introduction

Regardless of the platform, the entire network will first try to leave a traffic signal in the account profile, such as: homophonic VX number, satellite number, email address, public number, princess number, @small number, etc.

(*The existence of the small account itself is to bear the risks of the large account! The small account is used for simple and crude, visual drainage).

You can set up a WeChat account on Xiaohongshu. The background cover of the homepage can have a picture with the WeChat account on it. The introduction section can tell potential fans how to contact you. The email address can be set to automatically reply, so no matter what message the user sends, they will automatically receive your WeChat account.

It is recommended that you use a small account to attract traffic. Even if you are discovered, it will only cost you a small account, but you can still get traffic.

You don’t need to use your mobile phone number to register a small account. One person is limited to 15 places, and that would waste too much of your mobile phone number. You can use an IoT card. Just find someone selling mobile phone cards on Taobao and tell them you need to register a card or an IoT card. That’s OK~ (the cost may be only a few dozen yuan, and it’s not a pity if it’s a small account and it’s blocked).

5. Instant check-in

Type a word on the video and put it together into a sentence on the homepage, which can directly lead to private messages, follows and group chats, which is more conspicuous than putting it in the introduction.

It is much bigger than your profile. When a discerning person sees your homepage, 70% of the visitors will complete the action according to your instant check-in reminder. The Xiaohongshu platform is originally a logic of planting interests, so casual fans are unlikely to see your homepage.

★How to set it up? → In the upper left corner of the Xiaohongshu homepage, I can record my daily life by clicking on the check-in button. Then I can set the layout by myself, what pictures to put, and what text to use?

6. Comment area traffic

The comment section can be used in this way. Find friends or small accounts to act as "fishing" in the comment section below the notes, and then reply with a big account (set the hook), for example: follow the backstage to find, look at the small account, look at the homepage, join a group, pin the small account's comments, etc.

The safety factor will be relatively high, and the system will detect normal comments, so that visitors who scroll down will know how to contact you, the exposure will be greater, and the conversion rate will be improved.

7. Leave the picture on the official account and transfer it to the private domain

This is actually not that difficult. Once you make a template, all you have to do is put the content into it. The only difference is that the design of this template requires some attention.

As shown in the picture below, you can directly put the name of your official account in the corner (because this account is positioned as an operation, so you can know at a glance that you can search for her information through the official account).

8. Store 1 yuan to attract customers

This is quite common. When you open a store, you can offer a low-priced e-book as a welfare product (set at 1 yuan), combined with live streaming. When buyers purchase the product, you can set a delivery content, which is "Remember to add WeChat to receive it."

This thing has a threshold and will help you screen out precise users. What kind of fans will spend 1 yuan to buy a product? Some people don’t even want to spend 1 cent.

9. Components (interactive components)

Xiaohongshu has some newer features that you can try (new features are more likely to evade manual review), such as interactive components. Below the interactive components can be a voting component, and you can set up traffic signals.

Especially for educational content, the way to get materials and e-books is left directly. This is also suitable for using a small account to do it. It is really powerful~

10. Encourage tourists to provide their WeChat ID

It is very clear on the left side of the picture below that the customer wants contact information and the account owner asks the customer to leave contact information. On the right side is a chat record with a boss. The other party asked for my WeChat ID and I asked for her WeChat ID. Hahaha, I was afraid of being detected, so we were in a stalemate and no one sent a message.

This process will be relatively long, with a lot of back and forth, and it is easy to lose customers. If your product is very much in demand by the other party, the user will definitely give you his contact information directly. Otherwise, it will be like playing Tai Chi, pushing the ball back and forth.

The above are the common and uncommon ways to attract traffic to Xiaohongshu. I hope it can give you some inspiration and help. If you are working on this content, you can start implementing it directly after reading this article.

Author: Original flavor's operation notes, WeChat public account: Original flavor and his friends