Revealing the operational skills of using little money to leverage huge traffic on Xiaohongshu!

How do you determine whether the category you are working on is more suitable for getting traffic from the Xiaohongshu search pool or the exposure pool? In this article, the author combines actual cases to break down practical skills for operating and getting traffic on the Xiaohongshu side. It may help you "copy homework", so you might as well take a look.

As we all know, we usually get traffic from two ports on Xiaohongshu:

One port is the search pool , which means that users actively search and can see the content of our products under the search keywords;

One port is the exposure pool , that is, when users randomly browse Xiaohongshu, they can see our product content and generate the idea of ​​planting grass.

The efficiency of getting traffic from Xiaohongshu varies depending on the category we are in. How can we determine whether the category we are in is more suitable for getting traffic from Xiaohongshu's search pool or exposure pool?

This article teaches you a little trick: you can enter the keywords of your category on the Xiaohongshu spotlight platform to see the monthly search volume corresponding to the keywords!

——If the monthly search volume is high , it is suitable to get traffic from the search pool. The focus of your subsequent operations on Xiaohongshu can be to produce more content that can answer people's questions about why they should choose your products when they enter keywords;

——If the monthly search volume is low , it means that not many people have active search needs, then it is necessary to get traffic from the exposure pool. The focus of operating on Xiaohongshu is to create more content with high click-through rates to leverage more traffic from the exposure pool.

Next, we will use several typical cases from different categories and combine their advertising results on Xiaohongshu to infer their advertising strategies, so that everyone can experience the operational skills of different categories to get traffic from Xiaohongshu with little effort. We hope it will be helpful to everyone.

The cases and data involved are as follows. For the playing methods and summary, please jump to the end of the article!

1. Wedding Supplies

There are relatively few sharings of wedding supplies in the market, whether it is case analysis or related content, so this category is not absolutely branded or commercialized, and most users are one-time behaviors, because it is impossible for someone to get married every day. The category has relatively less investment in branding, and the wedding supplies category can be defined as a pure traffic-pulling logic in the operation of Xiaohongshu.

Two typical cases are selected here. Let’s take a look at the current routines and gameplay of this category on Xiaohongshu.

1. Lingshengyi

First, let’s look at the first brand, Ling Shengyi . Its Tmall store has been open since 2021, but the core operation time of the store started in April this year. Xiaohongshu also started at basically the same time, and both used the Xiaohongshu channel to pull volume to the Taobao system for acceptance and sales.

The brands on Xiaohongshu are basically based on the accounts of passers-by and amateur influencers. Some of these accounts have only dozens of followers, even less than a thousand. However, they will use a large number of real scenes to tell us that this person is indeed getting married or engaged, and has strong demands for wedding makeup, engagement decorations, wedding decorations, etc., and make them into real case sharing.

Image source: Xiaohongshu

From the data we can monitor, the overall promotion of the brand has been published since May. 36 notes were published. According to the market price, such notes cost about 100-200 yuan per note. If it is 200 yuan per note, it will cost less than 10,000 yuan. Therefore, the overall investment cost of the store is very low, but the increase in interaction is very obvious, because there are two notes, one with more than 1,000 likes and the other with more than 10,000 likes. The note with more than 10,000 likes can be inserted into the search keywords: engagement banquet decoration, wedding banquet equipment, and obtain search traffic under the keywords.

Image source: Xiaohongshu

By looking at the notes posted by the Lingshengyi brand on Xiaohongshu, we can clearly see the repetition rate of the entire content. For example, the 40-yuan gradient heart materials here have very similar logic.

summary:

Wedding supplies are not particularly commercialized at present. They can be sold purely through sharing by passers-by and ordinary people. Secondly, users can also use the logic of strong copying of popular materials in the entire content production. Another key concern is its scene and price. Therefore, Lingshengyi has obvious prices of 40 yuan, 50 yuan, 200+, 100+, etc.

We can see that the overall production efficiency of Lingshengyi store is also very high. According to the estimate just now, its entire investment in Xiaohongshu may be less than 10,000 yuan, but the direct search sales in the past 30 days have reached 30,000 yuan, and the cumulative pure search sales in recent months have reached nearly 70,000 yuan. This is an immediate direct effect, but users cannot make orders directly after searching. Some of them will add to cart and make decisions later. Also, this category has a higher purchase linkage rate, plus some store operations, etc.

We can see that the store’s monthly sales in the past 30 days are nearly 220,000, and the cumulative sales in the past four months are about 800,000. If we simply use this logic to calculate, using 10,000 yuan to leverage this level is very impressive.

This is the current situation we can see in the wedding category. Lingshengyi has not maximized the use of this advantage because it has just started.

2. My Family Wedding Gifts

However, another store in this category , Wujia Wedding Products , has maximized this method because its total investment is among the top in the wedding category.

The store itself has been open for nearly 13 years. It can be clearly seen from its search data that the search volume of the entire store has increased rapidly since its Xiaohongshu was launched in August 2022. Secondly, the store's overall investment is relatively large. This year, it has accumulated nearly a thousand notes and the total interaction volume is close to 1 million.

The entire content format of the Wujia Wedding Products Xiaohongshu is similar to the Lingshengyi we just talked about. It is basically based on the direct display of popular product materials, plus the core price tag! It constitutes a relatively popular material. In addition, the search user level of this category itself is very large, so its long-term value for a single piece of content is very high.

Image source: Xiaohongshu

There are 1.12 million direct searches for engagement banquet decoration. In addition, there are many other types of keywords, such as wedding room decoration, different wedding room decorations for men or women, hotels, etc. The cumulative number of search users is nearly 1 million. A large number of users' decision-making behaviors require searching for solutions. This is the first feature of the wedding supplies category.

Image source: Focus Platform

Secondly, the competition in the category itself is relatively low, so its input-output efficiency is relatively high, which is the second feature;

The third characteristic is from the perspective of content demand. Since getting married is something everyone can do, people’s requirements for endorsements from experts are relatively low. Any content posted by an ordinary user has a certain reference value, so the cost of content investment is relatively low.

Therefore, this category is actually very easy to do on Xiaohongshu, and it can be done on a relatively large scale. You can refer to its search demand.

Summarize:

Here are two typical examples. One is the newly launched Lingshengyi. You can clearly see that it is very efficient. Then, our bridal shop has been around for a long time, and the entire Xiaohongshu operation can bring a large amount of sales to the brand. Judging from the sales in the past month, the monthly sales are around 1 million, which is both efficient and high-volume.

The wedding supplies category is a very basic operating idea and gameplay of Xiaohongshu, which can bring relatively good revenue results. The content of the grass-planting is mainly underwater notes, that is, the commercialization of the category on the platform has not yet begun and is in a primary state. For those who want to do this category or already have resources in this category, it is a category that will have results, and the competition cost is relatively low. The threshold of the entire platform is also low, which can have a good output effect.

2. Kitchen supplies

For kitchen supplies, we selected the Chuji brand , which opened its store in January 2021. The brand’s investment in Xiaohongshu started in June this year. At the same time, the brand search volume began to grow rapidly, and sales volume also increased. Although there was a certain amount of search volume before, the scale was not large. This category obviously belongs to high-brand decision.

The operation logic of the kitchen brand on Xiaohongshu is mainly based on the ranking logic , with the core promotion of juicers, air fryers and wall breakers. All the notes are based on the collection rankings or horizontal test logic, which is similar to the logic of the skin care and shampoo rankings we shared with you in the last issue: New strategy | What content on Xiaohongshu can attract users to Taobao to buy at low cost and efficiently?

That is, as product categories grow and branding within them becomes stronger and stronger, and as there are more and more brands, users are bound to have questions: which product is good and how should they choose?

Image source: Focus Platform

For example, when we search for juicers, apart from the keyword juicer, the second keyword is juicer recommendation. Because there are too many products and no uniqueness, it will be confusing to choose products. The same is true for air fryers and wall breakers. The search volume for air fryers is 390,000, and the search volume for wall breakers is 250,000. The overall search volume is very large, so the content corresponding to this kind of ranking or horizontal test logic is actually very valuable.

Moreover, the content can be quickly searched and is just relevant to user needs. The efficiency of the content is proportional to the entire exposure period, or in other words, the time period for a single piece of content to attract traffic will also be longer.

In Xiaohongshu, there is a certain difference between search logic and exposure logic. Taking air fryer as an example, after we open our Xiaohongshu and search for the keyword air fryer, we will find that there are a lot of graphic and text content in the horizontal test and ranking logic. Short video content basically appears after 30 or even 50 articles. This is related to the content distribution logic of the platform itself.

Image source: Xiaohongshu

Because in the search scenario, users need to quickly obtain valuable information, and the efficiency of pictures and texts is much higher than that of short videos. Therefore, the efficiency of pictures and texts under the search logic is higher. The core of the operation of the Chuji brand is to meet this search demand.

The entire brand of Chuji's investment is not large. The total note volume in June and July is only 520, and the price of a single note from a cooperative account is two to three hundred yuan, so the investment is basically 150,000 yuan. Then the brand invested a lot of search ads and information keyword ads, so the brand may have nearly 40% of the interaction brought by information flow and search ads, with an investment of 240,000 yuan, and the total investment at the highest point is only 400,000 yuan.

The brand output is placed on Taobao. The efficiency of Xiaohongshu's seeding operation in 3 months is:

First of all, the growth in search has brought direct sales of up to 1.19 million. Apart from the direct search investment, the sales growth of the store has reached 3.4 million in the past month, and the cumulative sales are close to 8 million, which is very efficient. In addition to sales, the brand has made the search of three core keywords on Xiaohongshu close to 10,000 in just two months.

The production cost of cooking skills brand content is low, and it is basically self-made content for distribution by the brand. The cost of the selected account is also low, because there is no strict requirement for the account for self-made content of the brand, it is just an account with distribution logic. The brand's goal is to hope that this content can be stuck in the search, helping the brand to bring users who have category needs but no brand awareness.

Image source: Xiaohongshu

From the case of the kitchen skills brand, we can see that the production efficiency of this type of gameplay is very high, and the three cases shared with you in the previous issue have proved this result. Secondly, it is applicable to scenarios with strong search demand. If your category does not have strong search volume, like the two brands shared with you next, this method will not work.

Summarize:

The key point of this gameplay is to let users get the advantages of your product at a glance, and have absolute prominence in the entire ranking list; the second is to maintain the comment area to focus users' attention on the product.

3 gameplay features:

1. The category needs to have strong search and brand demands. There are many brands, and there is a lot of recommendation logic in the search decision. Users already have certain brand demands, but because there are too many brands on the market, there is no way to buy absolutely, and users need to do their homework.
2. The applicable customer orders range from one hundred yuan to three to five hundred yuan. If the product's customer orders are relatively high, you can try to see if it can bring direct search value.
3. The team itself has resource advantages in content production and comment maintenance on Xiaohongshu. Basically, it is very important to control the comment area when producing this kind of content.

From the results point of view, whether it is to increase the brand's search index or directly increase sales, it is very efficient. This is a cooking brand, and then we look at two other categories with strong non-brand search logic or low search demand.

3. Maternal and infant products

The OAK FAMILY brand is a maternal and infant clothing brand that was launched in March 2022. The promotion of the entire brand is basically carried out through the Xiaohongshu channel, and the core promotion time starts in August 2022.

First, in terms of efficiency, the brand has published nearly 1,500 notes through nearly a year of operation on Xiaohongshu, which has brought about 350,000 interactions, and increased the number of Taobao searches from around 2,000 per month to an average of 20,000, an increase of nearly tenfold.

Secondly, the brand's sales have increased from less than 500,000 to 2 million now, and the store's total cumulative sales have exceeded 20 million. The content of the Xiaohongshu channel has leveraged the growth of the entire brand.

The brand's total investment in Xiaohongshu is estimated to be around 2 million, so using 2 million to leverage 20 million in sales means the overall production efficiency is very high.

The core of the brand's operation idea on Xiaohongshu is to express through pure content, focusing more on beautiful children wearing nice clothes, and using good-looking materials to drive brand sales. Therefore, it is necessary to select good-looking babies for cooperation, so the relationship with strong influencers is not so important, and the cost investment will not be particularly high.

Click on the material and add the maintenance in the comment area to guide users. Focus the content not only on children, but more on clothes, that is, brands. This operation idea is a logic of strong exposure. As your brand's exposure increases, users will see that this thing is good-looking, which may trigger users' searches and needs, because users' active demand for searching for children's clothing is very small.

Image source: Xiaohongshu

As shown below, the monthly search index for baby-related searches is only over 20,000, and the overall volume is very small. The core of this category is still driven by large exposure. The core of large exposure is high-quality content, and good-looking children are the largest traffic entrance for maternal and child categories. Cute children wearing branded clothes can achieve brand exposure.

Image source: Focus Platform

This is the idea and logic behind maternal and infant clothing, so in the entire campaign, it is more about doing some low-cost traffic exposure, or just focusing on its own brand search terms.

Summarize:

Although the OAK FAMILY brand has been in operation for a year, the brand's search volume on Xiaohongshu is not particularly large. This is a feature of this category. It does not have a strong search attribute. Operating on Xiaohongshu requires strong exposure. And the strong conversion after strong exposure is the focus of this category. Can you convert the exposure as soon as possible?

The core idea of ​​this category is how to produce more natural explosive articles at low cost to attract more traffic and exposure; secondly, by converting these strong exposures, they can be further converted in sales channels.

Behind this idea is our talent screening logic, or content material screening logic. It is difficult to make it yourself because you don’t have so many good-looking kids, so a strong talent screening logic is the focus of the team’s operations.

4. Overseas health products

The health care products we selected are from the brand Amerrition, which was just launched in May this year. It mainly produces three products: liver protection tablets, whitening pills, and collagen. The brand started to be launched in April, and it was basically based on registered influencers; secondly, the overall launch volume was also relatively large, with a total of 1,260 brand notes in just 4 months; the influencers we cooperated with were low-cost influencers, and the brand produced its own content for distribution.

The brand's investment cost on Xiaohongshu is estimated to be around 500,000. From the feedback from the Taobao system, we can see that the sales of several core products of the brand in the past month are 3 million, and the cumulative total sales are also 7.34 million. Judging from the direct investment alone, its overall data is relatively good.

The sales volume purely from Xiaohongshu search is about 400,000. The average customer order of this brand product is about 600, so its decision cycle may be relatively long and may be affected by the big promotion for a long time. The direct conversion volume of direct search will be relatively low, and more likely the later team will need to continue to operate and convert the users who were previously interested.

Image source: Xiaohongshu

The characteristics of the amerrition brand are somewhat similar to the above-mentioned maternal and infant products, which are also high-quality, beautiful, high-click green materials, plus content implantation. Taking this material as an example, its click-through rate is basically above 25%. Therefore, high-click-through materials plus soft-implanted content are more natural for those who want to get on the platform.

Image source: Focus Platform

When searching for whitening pills, it is obvious that the search volume for keywords such as whitening pills is very low, only about 10,000; then collagen peptides and collagen drinks recommendations are almost 100,000; then liver protection tablets, what to eat to nourish the liver are about 50,000, and recommendations for liver protection health products are only 16,000, so the search volume for the entire category is relatively low.

In this category, attracting users through search may not be the primary demand. It is more necessary to attract users through exposure, and attracting users through direct information flow is actually the most effective way.

What kind of content can get high clicks and high exposure in the entire information flow field of Xiaohongshu is what we pursue; secondly, how to implant the content behind it so that users will not think it is an advertisement and will not be disgusted. At this time, the content must be soft enough and the click-through rate of the material must be high. The core logic behind it will become their current routine of super high click-through rate, using good-looking pictures of beautiful women, and good-quality content using the beauty methodology.

The brand's operating idea for Xiaohongshu is that the account requires that the blogger is real, a beautiful woman, and that the material has a high click-through rate. She only needs to provide this point. As for the content output of the main article, it is basically done by the brand team.

Summarize:

The health care category is actually a bit similar to the maternal and child category just mentioned, because it is a low-search category, which means that users have little active demand, and brands need to trigger user demand. Therefore, it is necessary to have content with strong exposure and persuasive power to impress users. In health care products, what is actually used is high-click beauty materials plus a beauty-enhancing methodology to make users pay.

The idea of ​​the amerrition brand is not only in health products, but also in their previous collagen. So for products with a little bit of IQ tax, or products that users do not have strong search needs, we can use this idea to do it, and this idea can also take on higher customer orders. This brand is basically based on reporting notes, trying to reduce any logic that may affect the distribution of natural traffic, so that my notes can naturally run to the maximum amount, so this is one of the reasons why it mainly uses reporting notes.

5. END

1) Different categories have completely different competitive environments on Xiaohongshu, so wedding supplies can still gain volume on Xiaohongshu by using the original method of using amateurs to increase sales.

2) The decision-making logic of users in different categories is also different. For example, wedding supplies have a strong search logic, so after its content explodes through a single piece of content, it can continue to attract volume and continue to contribute to the brand, and the value of traffic is very high.

However, the demand for some categories is not that strong, and there is not such a strong active demand, such as maternal and child clothing and health care products. It needs content with stronger exposure attributes to reach users and make them convert. Therefore, the consumption logic of different categories is also different in the entire Xiaohongshu field, and the corresponding content materials will also be different.

3) From these cases, we can clearly see that the customer orders that Xiaohongshu platform can bear, whether it is wedding supplies at 9.9 yuan or collagen drinks at more than 600 yuan, the ability of each brand to bear the average customer order is worth exploring, and there should be no limits.

4) Content in different fields: Our categories are suitable for information flow, so we will create materials with high click-through rate and exposure.

When our products are suitable for search engines or search engines, and can bring me higher conversions, I will create graphic content suitable for search engines. So this is a result we can see after looking at different categories and playing on Xiaohongshu, and their different efficiencies, for your reference.

This article presents to you some of the cases we have recently observed that are still doing well on Xiaohongshu. Through our analysis, we have found the underlying logic behind them and shared with you some strategies that you can copy.

“It is better to teach someone how to fish than to give him fish.” If a company/product focuses on operating on Xiaohongshu and hopes to get more traffic for conversion, the person in charge/boss of Xiaohongshu business placement still needs to have a comprehensive and in-depth understanding of the characteristics of their category, their marketing objectives on Xiaohongshu, typical strategies for different categories and purposes, systematic production and placement strategies, as well as how to collect placement data in a targeted manner and evaluate the effectiveness of the placement.

This is the only way to reduce the high trial and error costs caused by unclear delivery strategies, not knowing how to analyze and evaluate delivery effects, and not knowing how to research templates worth copying behind successful competitor products in the market.