Can't spend money on Xiaohongshu? There are too few bloggers in the category to cooperate with? How to solve these two problems!

Can't spend money on Xiaohongshu? There are too few bloggers in the category to cooperate with? How to deal with this problem? The following article mainly describes how to solve these problems. Interested students can come and have a look!

When I was chatting with a friend some time ago, I found that they encountered the following problems when promoting on Xiaohongshu:

1. How to solve the problem of not being able to spend money on Xiaohongshu’s information flow?
2. There are very few vertical bloggers in the category that the brand belongs to. How can we find suitable bloggers to cooperate with?
3. If I want to collaborate with koc and an amateur on direct text and picture delivery, how much notes should be laid out in one month?

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

1. How to solve the problem of not being able to spend money on Xiaohongshu’s information flow?

1. The most fundamental reason why the advertising costs cannot be spent is that the target audience is too narrow!

We searched for “dog food” on Xiaohongshu’s focus platform and found that the monthly search index for this keyword was very low, with the highest “dog food recommendation” being less than 170,000.

To help everyone understand this data, we compare it with other common categories, such as "face cream" in beauty, "eyelashes" in makeup, and "sweatshirts" in the clothing subcategory. The difference is basically between one hundred thousand and one million search volumes.

In other words, in such a large user pool of Xiaohongshu, there are relatively few users who actively search for "dog food". If you stick to this keyword with very little search/demand volume, the delivery will definitely reach the ceiling soon and you won't be able to release it any more!

2. What content or keywords should be used to help acquire more accurate users? Solve the problem of breaking the circle with large volume!

To answer this question, we need to return to the behavioral habits of dog owners: that is, when will users buy or choose dog food on Xiaohongshu?

We try to set corresponding keywords based on user behavior to see what kind of content users are more interested in and have higher search volume.

When searching for "raising a dog", I saw some interesting words, that is, there are many keywords related to dog breeds, and the search volume is very large, much higher than "dog food".

For consumers, it is absolutely logical to first solve the problem of what kind of dog to raise, and then solve the problem of dog food.

Therefore, we can change the idea of ​​advertising, starting from the dog breed, explain the points to pay attention to, and give consumers reasons why it is worth buying our own dog food for this breed of dog. This is neither abrupt nor very natural to users, and they will not feel it is a strong advertisement (the premise is that the product is indeed suitable for dogs of this breed. You can't create content against your conscience, otherwise the previous efforts will be wasted if the negative reviews are too high!).

3. Give users reasons to buy your products!

Based on this idea, let’s think one step further. When people search for different breeds of dogs, what else do they search for? How can dog food become a solution for these breeds of dogs? (Many times, the popular articles that people put out are ineffective, because the content is popular, but people don’t have demand for the product because of this content. Only when a product is a solution to a problem will people continue to pay for it!).

We will find that different dogs have different problems. For example, because Bichon Frise is very white, users will pay attention to problems such as its yellowing face, tear troughs, and the smoothness of its hair, but Shiba Inu will not pay attention to these points.

Through the above content, you can focus on a few dogs on Xiaohongshu. For example, Bichon Frise is more likely to have a yellow face. Create content around this direction, tell users that this problem is actually caused by the dog food, how to choose dog food suitable for Bichon Frise, and then softly recommend your own dog food, etc.

Now more and more users go to Xiaohongshu to search and find solutions habitually, so they will not search for broad keywords, such as dog food, but will only search for the corresponding influential keywords based on the breed of dog they want to raise. If you directly invest in the information flow, grab these dog food related keywords, but the search volume is far less than that of dog raising and specific dog breeds, so you may enter a state where you may not be able to spend money.

2. There are very few vertical bloggers in the category that the brand belongs to. How can we find more precise bloggers to cooperate with?

We open Xiaohongshu and search for notes from many novice dog owners. In fact, a lot of the content is not produced by the bloggers themselves, but by some brands who then find bloggers to distribute it.

This is actually the most commonly used marketing strategy in skin care: the brand will maintain a group of amateur accounts or koc accounts internally, and the company's internal content team will produce dozens of sets of note content on a daily basis, distribute them on these accounts, and leverage natural explosive posts by producing content that users actively pay attention to, and then conduct traffic diversion and sales conversion.

For example, the account shown in the screenshot only charges 320 yuan per article for graphic notes, and the content they post on a daily basis are all film and television plot clips. We can see that there are some skin care and health care products related content appearing in this account, and occasionally there are big hits.

This is related to the underlying logic of Xiaohongshu's traffic distribution. Xiaohongshu's traffic distribution is not based on accounts, but on content keywords. It will give each Xiaohongshu user a combination of the content that everyone actively searches for, likes, collects, comments and forwards, and judge the user's current preference for content. When content that meets the preference appears, it will be actively pushed to the user.

Xiaohongshu will not increase traffic rights just because of the number of fans of this account. Xiaohongshu will match this content to people with needs based on the keyword tags of the content. As long as this content gets enough interactive feedback when it is pushed to the first wave of accurate users, the system will interpret it as a good content and push it to a larger accurate traffic pool, and eventually this content will become a big hit!

We found that on the Dandelion Mile of Xiaohongshu, whether it is skin care or other categories, there are very few vertical bloggers who can cooperate. At this time, we change our thinking, make the content well, and find reported experts to cooperate with. What we value is not the other party’s ability to create content, but to ask the other party to help distribute the prepared content. This is also what we often call the logic of buying a pit!

3. If you are looking for KOCs and amateurs to collaborate on direct text and picture posting, how much notes would be appropriate in a month?

There is no requirement for the number of notes. The key is to test out one piece of content, or the brand itself should work out a piece of content. Basically, no matter who posts the content, the data will not be too bad. This is what we have always emphasized as a "replicable content template"!

Once you find it, as long as the conversion effect of the test is good, you don’t need to limit the number. Rapidly spread the volume in a short period of time to maximize the value of this explosive content template.

Because as you start to run ads and the data is good, your competitors will imitate the content and run ads. As the content forms and angles become more diverse, users will become tired and will no longer click on such content. You will find that such content forms are difficult to explode, and the life cycle of this content will come to an end.

Therefore, it is very important for us to have a second replicable template for hot articles! We have seen many brands before, with very low sales for a period of time, and a serious drop in sales after 2 or 3 months. The fundamental reason is that there is no content that can run.

Therefore, if you want to increase brand sales through content delivery on Xiaohongshu, the most fundamental strategy is to continuously look for replicable explosive article templates:

1. Create content in different directions and forms for the product, and find the most effective way to attract users. Then collaborate with external parties, distribute content, and test which content is most efficient.
2. After testing a good content template, start to diversify the content around the template to maximize the value of the template;
3. We should keep looking for templates and amplify the value of templates. In this process, it is not about how much we put out every month, but whether we can continue to find templates that can be put out in large quantities, and conduct cooperative testing with this as the goal.

IV. Conclusion

Therefore, when we carry out Xiaohongshu advertising on a daily basis, it is not as simple as finding people, sending products, posting content, and collecting data!

We need to choose the strategy for placing ads on Xiaohongshu based on the characteristics of our own products. For example, for keywords like "dog food", when we find that the search volume is not that high, we need to combine our own products to find "high search" scenarios and express our products!

Formulate delivery strategies based on user behavior insights, your own delivery goals, team capabilities, etc., and find a delivery model that suits you, which can reduce trial and error costs and improve delivery efficiency!