5 ways to play Xiaohongshu with a ROI of over 4!

Now, many brands are deploying on Xiaohongshu, so is there any way to make the brand's Xiaohongshu account achieve high ROI? Regarding this question, the author summarizes 5 ways to play, let's take a look, maybe it will be helpful for those who want to deepen their Xiaohongshu accounts.

“Is Xiaohongshu still worth doing? And can it still be highly productive?”

Following this topic, today we will share 5 ways to play Xiaohongshu with a ROI of over 4, and at the same time share with you the underlying logic, typical cases and points of attention behind these methods. We hope that it will be helpful to more players who plan to delve deeper into Xiaohongshu!

Method 1: Match high-quality KOCs and produce content

How to play: Brand screening and product highly matched high-quality KOC, produce efficient content templates, and copy a large number of them to increase the rate of popular articles. Through high-quality content, repeatedly reach users, improve brand Taobao search, and increase sales.

Note on how to play: The compatibility between the product and the talent needs to be high enough, strong screening is required, and the team needs to have strong talent discovery and BD capabilities.

Typical case: Xiaohongshu influencer Dinger Dinger & trendy brand GKIK

Source: Business Advisor

The trendy brand GKIK, which was promoted by Ding'er Ding'er on February 19, 2024, directly increased its sales after the promotion.

Generally, we divide brands into two categories: one is standard products and the other is non-standard products.

Standard products need to choose bloggers with super influence in the industry to drive changes in new products. For example, Luo Wangyu and Wu Yu Cleansing Oil, Cheng Shian and Qiechu, Yongzi and MCOM, which we shared with you before, all brought them to users through the power of a top influencer and quickly helped the brand transition from people bringing products to the stage of products bringing people.

As for non-standard products, such as clothing and shoes, bloggers can actually pull them up naturally. But at this time, they can achieve rapid growth through their super-head traffic capacity and product selection ability. Therefore, for the brand, the core is still the logic of screening people.

Image source: Xiaohongshu

Let’s look at Ding’er Ding’er, who has about 290,000 fans, and is a mid-level influencer. This shows that it is not just super-heads who can drive brand sales. Some influencers with high click-through rates on note pictures and large traffic pools can also quickly boost sales.

This operational logic is actually a requirement for content capabilities. There are two values ​​of relying on KOC: one is the ability to produce materials, and the other is his traffic pool.

Game 2: Ranking content distribution to grab category users

How to play: Brands create content with different needs under high user search, find a registered account to distribute it, and search for keywords. Frequently update product content to make users have a strong desire to buy products.

Tips for playing: It requires that there are still a large number of users in the category that the product belongs to, and the team must be patient and continuously update the materials to ensure that there are new materials to obtain search position traffic.

Typical case: Zhiben Duobao

(Taobao data source - Business Advisor Xiaohongshu data source - Huitun Data)

Zhiben Duobao is a hair loss prevention product. It was launched in February 2023, but its core operation time was in mid-March, and its core sales time was in the past four months. The cumulative sales volume was 410,000. The brand has accumulated sales of 200,000 in the past 30 days, of which direct search transactions accounted for 180,000.

Since April 2023, Zhiben Duobao's Xiaohongshu notes have not done too much direct promotion content, nor have they done direct grass-rooting content. It has more often implanted its own products into the user's ranking logic, that is, it has caught the user's need for someone to tell him what products to buy. Its grass-roots list content basically accounts for more than 90% of all content on Xiaohongshu!

Image source: Xiaohongshu

And through product keywords: anti-hair loss and hair strengthening, oil control and volume, anti-dandruff and anti-itching, etc., people can search for shampoo with related keywords on Xiaohongshu, and they will obviously find that the content about Zhiben Duobao shampoo on the page is in the top 10 of the ranking content. Reach users in advance and hit the needs of users in the current scene.

Creating this kind of ranking content in this field and highlighting your products according to their most obvious advantages is a very effective way.

For example, facial cleansers are also very suitable for this gameplay. Different people have different requirements for the effectiveness of facial cleansers. Some need oil control, some need to be gentle and non-irritating, etc. Therefore, there will be many scenarios that plant the seeds for users in advance, and the desire to buy will be very strong.

From the perspective of production, the cost of a note from Zhiben Duobao is not high, and the cost of a single note is less than 200 yuan. Secondly, we can clearly see that this type of note is actually mass-produced. It is not a creator logic, but a typical distribution logic. Therefore, the production and production threshold of this type of content is relatively low, and the replicability is relatively high. The brand can achieve a distribution volume of nearly 500 pieces in a month.

The threshold for creating content for the ranking list is very low. You don’t need too many experts to endorse you, nor do you need a very strong account.

The core of it is that we just need to make the ranking list and then distribute it, which is an advantage of the ranking content. In terms of the same production efficiency, if there is a suitable product, we don’t have to pursue the extreme of hot articles, and we can also bring accurate search results.

Method 3: Distribute high-quality content to attract natural hits

How to play: Brands create content templates that can generate efficient grass-roots content and gain natural popularity. However, the content is easy to imitate and has a short life cycle, so it is necessary to continuously explore new content templates.

Tips for playing: The team needs strong content output capabilities and is more suitable for multi-product companies to operate, and can maximize the application of a single content template.

Typical case: Ouhuaji neck cream

Source: Business Advisor Data, Qiangua Data

From the above picture, we can see that every time Ouhuaji Neck Cream is put on Xiaohongshu, its Taobao search volume shows a rapid growth trend.

The group that publishes brand content is mainly junior experts and amateurs, accounting for 55% and 42.86% of the total respectively. All the content they publish are graphic and text notes about product evaluation and promotion.

From the overall data statistics, we can infer that the brand has many of its own accounts. Because among the total 2157 data, there are 944 with more than or equal to 5 cooperations. It is reasonable that there should not be many bloggers with more than 5 cooperations, but the cooperations here account for the majority, so it is very likely that they are the brand's own accounts.

At the same time, the titles and contents of Ouhuaji Neck Cream tweets are highly replicable. For example, “Severe neck wrinkles are successfully removed”, “This thing is really useful for removing neck wrinkles”, etc., all start from the perspective of consumers, explain the advantages of the product, and thus increase the product purchase rate.

The brand released a large number of business notes and developed several popular templates. Different templates drove the reading and interaction of the content, thereby increasing the product's Taobao search and sales.

Content format 1: Experts’ own skin problems + practical solutions

Using skin problems as the cover image can trigger anxiety among the audience, thereby increasing the click-through rate of the image and text; secondly, the useful content of the article can attract a certain amount of collections.

Image source: Xiaohongshu

Content format 2: Popular product combinations + usage guides

Through product combination, another product can drive the exposure of this product. Just like the following figure, Vitamin E Milk and Yumeijing, which have their own traffic, can increase the click rate of this article; then, the valuable content of the article also increases the number of collections of the article.

Image source: Xiaohongshu

Content form 3: Professionals + strategies to increase trust

Use more professional language to increase customer trust, attract audiences to click in, and use practical content to increase the number of article collections.

Image source: Xiaohongshu

For many new brands, KOC popular articles have become a very common method of play. Especially for these new brands that have just started, the investment required to cooperate with mid- to high-level influencers is too large, but the probability of return here is still very uncertain.

Therefore, new brands can cultivate a large number of self-supporting accounts and use pictures and texts to carry out simple template copying. This can achieve the highest rate of return to a certain extent, because the investment is very low, but the exposure of their products can be increased in a short period of time, attracting some new traffic and driving new sales.

Play 4: Multi-account matrix, distribute and sell goods naturally

How to play: Multiple accounts (one enterprise account to three, 1 account + 1 store), more content per day, grab the platform traffic to convert and sell goods. Products with low customer orders and easy conversions can generate conversions as long as there is traffic.

Tips for playing: The product has low decision-making costs and is suitable for expression with pictures and texts. It has high appearance value and requires the team to select products frequently and have a high ability to follow hot topics and create content.

Typical case: Jia Bu fake women's shoes

Image source: Xiaohongshu

We can see that Jia Bujia Women's Shoes has 11 accounts included. In terms of content output, because most of the content is naturally explosive, 130 new notes have been added in the past 30 days, and 4-5 notes are released every day. Many notes are basic exposure, but occasionally there will be one or two notes with better data. These 1-2 explosive notes may drive the search of the entire brand.

Similar to KOC, once a piece of content goes viral, the entire product will carry out unlimited content replication and release.

We can see that the core of Jiabujia women's shoes is to expose content through a large number of corporate accounts, and then guide traffic to Taobao for sales. For example, the Mary Jane women's shoes posted by Jiabujia women's shoes official account on April 7, 2023, he had 41,000 likes on Xiaohongshu, and Taobao sales reached 2,788 pieces. The brand sales in that month increased by 1,700 pieces compared with the previous month, which also shows the impact of Xiaohongshu official account's natural explosive posts on Taobao search.

Of course, there is also the problem of category selection. Consumers have a low level of awareness of shoe brands. In Taobao keyword searches, most people search directly around personalized matching needs. The index differences between brand searches and demand searches are large, so this type of category is suitable for directing traffic to the Taobao system through matrix accounts for conversion, and then after the Taobao system becomes popular, it can also receive a certain amount of natural search traffic.

This type of gameplay is still applicable in niche categories or less introverted categories on Xiaohongshu. We learned about a home decoration brand some time ago. They have established 3-4 accounts on Xiaohongshu, and their current monthly sales are around 1 million yuan. This also shows that this type of gameplay has potential.

Play 5: Enterprise account matrix, precise content to attract private domain sales

How to play: Multiple accounts (multiple personal accounts or corporate accounts), more traffic-generating content every day, set traffic-generating hooks for each content, and guide users to collect it in the private domain. Don't force a hit article, just pursue accurate traffic generation.

Note on how to play: This method is simpler than the above four and is suitable for all private domain teams. The product setting of the drainage hook is the key, followed by continuous content updates and finding more efficient drainage template content.

Typical case: Hejinji souvenirs

Image source: Xiaohongshu

Hejinji souvenirs has many Xiaohongshu accounts and has been in operation for a long time. No matter which category the brand is, as long as it enters the market early, it will have advantages.

Judging from the content of his notes, this is a very accurate traffic-generating idea, relying on the mainstream exposure of Hejinji @小助手 and then adding private domain.

Image source: Xiaohongshu

Since there are many gift-giving demand nodes, such as 520, National Day, etc., these users are either corporate users or users with node-based needs, and their single purchase cost will not be particularly low.

Therefore, this kind of brand has long-term value. This kind of business is not a one-time logic, but a long-term logic.

The above are 5 ways to play Xiaohongshu with an ROI of over 4. You can check according to the current situation of your brand and choose the appropriate way to implement.