How to quickly promote a product on Xiaohongshu! How to achieve 20 million+ sales through Xiaohongshu in less than a year?

Want to know how brands can successfully find a set of content templates on Xiaohongshu that are efficient and accurate in capturing traffic, and achieve excellent results through continuous reuse and distribution of content? Reading this article, you will understand how to use high-click-through content to arouse users' interest and increase exposure, generate trust through real reviews, and ultimately achieve traffic conversion.

Friends often ask us how to quickly promote a product on Xiaohongshu?

There is a key point to clarify about this issue, that is, different product features have different corresponding marketing methods in Xiaohongshu. Product features are determined by two aspects:

1. The level of consumer decision-making costs behind the product; (i.e., when you accidentally see this product and are attracted to it, will you hesitate when you plan to buy it? Will you place an order immediately or do some research or wait until the price is more advantageous during a big promotion?)

2. The user’s search mentality for the category behind the product. (When the user has a purchase demand, what keywords do they enter? Is it a specific demand, a category word, or a clear brand word?)

Today I would like to share with you a typical case of a product with low brand search awareness and low decision-making cost on Xiaohongshu - H5 hair dye.

Xiaohongshu generally has two traffic pools:

1. Search pool, that is, we actively search for our own demand words and show us relevant content;
2. The exposure pool refers to the traffic when we frequently open Xiaohongshu and randomly browse the discovery page.

The amount of traffic we get from the exposure pool depends on the click-through rate of the content we send out and the interaction rate behind it. So the key is to figure out how to produce high-click and high-interaction content materials related to the products we want to promote.

The price of general hair dye is basically dozens of yuan. When people see it, as long as the color looks good and is safe, they will basically buy it immediately. Therefore, based on high-click and high-interaction content, the focus is on how to guide users to buy faster after seeing the content!

Next, we will analyze in detail the notes posted by H5 hair dye on Xiaohongshu in the past month, and infer their strategies from their delivery content, delivery volume, and influencer choices. We hope to provide some ideas on applicable strategies on Xiaohongshu to brands/categories that are also in a low decision-making cost and low search mindset!

Brand: H5 hair dye

We analyzed the brand release notes from four aspects: cover, title, content, and comments , to see what kind of replicable logic is behind their placement on Xiaohongshu to help the brand achieve super high investment results.

Cover: High-value pictures increase exposure and gain traffic

The cover is full of high-value hair materials . Most of the cover pictures are photos of high-value beauties showing their hair in the sun or under bright lights. They are also matched with different scenes, such as classrooms, dormitories, offices, elevators, in front of mirrors, cars, etc. Such covers can often stimulate users' desire to click, and many cover pictures are continuously reused in the hair in the back. Obviously, the brand has reserved enough high-click rate materials in advance, and then found some tail accounts to distribute the content. Through high click-through rates and the interaction behind the content, it continues to get exposure traffic on Xiaohongshu!

title

The main focus of the title is to give users who have already started to be interested more stimulation through different keywords and scene words. At the same time, through these keywords, Xiaohongshu hot spots are given to get more traffic. There are four general types of titles:

1. Linked to the current hot words: Korean girl, Korean style , which means that after dyeing your hair you can become a Korean girl, have a Korean style atmosphere, and lead the trend.

2. Emotional gain , meaning that you have dyed or dyed a very beautiful hair color, which is very suitable for your skin and is praised by others. For example: super white hair color, must-have hair color for autumn and winter, hair color that looks good even without bleaching, super sweet hair color, etc.

3. Mentioning the brand name H5 , real feedback from users who have experienced the brand's hair dyes, they expressed that the hair looks good and white after dyeing, and it also looks good after fading, and it can be dyed without bleaching.

4. The price is economical and affordable . You can dye your hair beautifully and make it look younger and whiter with very little money.

Content: Real reviews build trust among users

The content of the note is generally developed from three directions: good-looking hair color pictures (scene click-through rate) + homework for hair dyeing (increasing trust) + good-looking results of using H5 hair dye (guiding users to make orders with results) . In addition, we found that the pictures used in these three steps are repeatedly combined and used by brands, and continuously distributed on different accounts to obtain conversion traffic.

1. Pictures of hair color in different scenes, pictures a few months after dyeing, pictures after the hair color slowly fades. (To excite everyone)

2. How many notes did you read in order to dye your hair this color? Demonstrate the operation of hair dyeing and how to use this product on fine and soft hair. (Carefully choose the process of doing homework to eliminate everyone's purchase doubts and increase trust)

3. Finally, directly display the product in clear color, hit the user's demand for color, and generate a desire to buy. (The solution obtained after doing homework, weakening the advertising attributes of the product)

Comment area - guide traffic conversion

Answer users' questions in the comment section, share purchase links, and let other Xiaohongshu users share their real experience feedback to help consumers make the final push before making a purchase decision.

We made a concentrated summary of the brand's content on Xiaohongshu. They actually successfully found a set of content templates that can efficiently obtain accurate traffic from Xiaohongshu, and continue to reuse and distribute this set of modules.

1. Brand products are in widespread demand, and appearance-related pictures receive a lot of exposure;
2. The product has a low average order value, so users are willing to try it.
3. Use real evaluation feedback to hit users’ pain points and generate trust;
4. The comment section should actively guide traffic conversion and achieve sales transactions.

In addition to the content, according to the H5 hair dye cream delivery data we captured in the past month, a total of 134 kocs and 33 bottom experts have cooperated.

PS: Definition of talent level: head>50W, waist 10-50W, bottom 1-10W; koc<1W

Through the analysis of these advertising accounts, we found that the types and purposes of brand cooperation accounts are as follows:

1. Some accounts are for purchasing cooperation, that is, looking for influencers who meet their product content expression needs, and the purpose of cooperation is to purchase high-quality materials;
2. Some accounts are distribution-based cooperation, that is, looking for some low-priced accounts at the bottom. The purpose of the cooperation is to let these accounts help distribute content materials that have already produced results, so as to gain more traffic at a low price.

The above is the brand's overall strategy on Xiaohongshu: one part of the team creates high-click content and continuously publishes popular article templates; another part selects accounts that meet product requirements, conducts advertising cooperation, and purchases high-quality materials. It is not advertising for the sake of advertising, but more about relying on high-quality content to get accurate traffic from Xiaohongshu.

The above is the brand case we shared of " low search and high exposure logic under low decision-making products ". All cosmetics products, snacks, and household products are very suitable for efficiently obtaining accurate traffic from Xiaohongshu through this approach.

Of course, our case study is just one of the ways to play with low decision-making cost products. There are also other ways to sell goods on Xiaohongshu through commercial hot articles combined with Xiaohongdian trailers, and how to build a Xiaohongshu distribution team to sell goods on Xiaohongshu, etc. There are different underlying logics and team cooperation methods behind them.

This article was originally published by @楠开花on Operation Party. Any reproduction without permission is prohibited.

The title image is from Unsplash, based on the CC0 agreement