Answers to "difficult and complicated" questions on Xiaohongshu

This article answers some questions about the content publishing on Xiaohongshu, and helps brands who want to open accounts on Xiaohongshu to understand the rules of Xiaohongshu in advance, laying a foundation for the subsequent operation of Xiaohongshu. It is recommended for brands who operate accounts on Xiaohongshu or plan to open accounts on Xiaohongshu.

1. How to determine whether the account is restricted?

It is unreliable to determine the inclusion status by title and keywords. Search directly by account name. If the account notes do not appear on the comprehensive page, it is likely that the flow is restricted.

However, if notes appear, but the number of notes is small, it means that the traffic distribution is normal, but there is a violation.

If multiple notes or all notes can appear, it proves that the account status and traffic distribution are very healthy.

2. What is the process for brand placement on Xiaohongshu?

Review, test, bury, touch, explode, and expose

Review: Check whether Xiaohongshu has natural voice, solve negative public opinions, and learn from positive discussion points

Test: Test different contents at different communication points and scenarios, then select the best, copy, modify and amplify them

Buried: Buried words, so that target users can search and find them

Touch: Use high-quality notes to repeatedly reach the core group and penetrate the core group

Explosion: Increase the number of releases at all levels, increase the commercial traffic of high-quality notes, and expand the exposure range

Expose: Encourage consumers to “show their orders” and trigger “tap water”

3. How to create a viral article?

New hot articles = 70% hot articles × 30% differentiation

Hot article = topic selection + good structure and form + good data + content strength + differentiation

First, learn from the hot articles of your competitors, and then analyze and create your own hot articles.

What should I do if the traffic is always in violation of regulations?

Personal accounts guide users to send WeChat messages to themselves, rather than to your WeChat.

Enterprise accounts open the focus, private message components consume 100 yuan per day, get the exemption right for the day, contact information can be sent at will

In addition, there is no safe way to drain traffic without risk.

4. What is the little red star? Is it necessary to do it?

Xiaohongxing is a form of cooperation that can connect Xiaohongshu and Taobao to monitor conversion effect data, but only gives 50% of the sampling effect indicators. It is suitable for merchants with mature systems, mature teams, and sufficient on-site materials. If you have never invested in Xiaohongshu before or are a new brand, there is no need to invest in Xiaohongxing.

5. How to prevent your brand from being deducted points

The volume of voice brought by the reporting notes shall not be less than 30% of the total brand volume. The higher the ratio, the safer it is. The brand takes monthly as a unit, and calculates monthly. Once it falls below the baseline, it will be reported immediately.

What indicators should be paid attention to when launching Xiaohongshu with a small budget?

In the early stage, CPC and CPE are considered; in the mid-term, the explosive rate and inclusion rate are considered; in the late stage, the return search rate and keyword position are considered

Which third-party data platform is more useful for Xiaohongshu?

If you have a high budget, choose Qiangua without any hesitation. If you have a low budget, choose Chanxiaohong without any hesitation.

Is Xiaohongshu’s new sprout worth investing in?

The benefits package is cost-effective overall, but the quality of the influencers is average. The included information flow budget is very attractive. It is suitable for merchants who have already invested in some content and have high-quality content to run information flow.

6. What is back search? How to view back search?

When you are browsing Xiaohongshu, you are attracted by a product recommendation note and intend to learn more about the product. You search for the brand or product word in Xiaohongshu. This behavior is called a return search. Return search users have high purchase intention, so it is linked to conversion. The higher the return search, the higher the conversion probability. The two are positively correlated.

Re-search itself is an information flow indicator. Merchants who have invested in SEM can obtain the re-search indicator through agents and direct customers. Merchants who have not invested in information flow can estimate the re-search rate by dividing the average monthly search number of the brand/product after the launch by the average monthly search number of the brand/product before the launch.

7. What does Xiaohongshu’s direct customers mean, and what is the difference between them and official agents?

Xiaohongshu's direct customers refer to the business/sales of the Xiaohongshu platform performance team. As long as you open an enterprise account, you will be assigned a direct customer to establish contact. The method is generally to call. After the connection is established, you will be bound to the direct customer by opening the focus and recharging. The direct customer cannot be changed unless the direct customer resigns.

There are advantages and disadvantages between direct customers and agents. Under certain consumption conditions, direct customers can help you get more authority, which agents cannot do. However, direct customers cannot help you optimize information flow, but agents can. It depends on the merchant's choice.

After being bound by a direct customer, you can still open a new agent account in the agent without affecting each other. The two accounts can run at the same time.

8. Is it necessary to open a Xiaohongshu store?

For standard products, Xiaohongshu users are more accustomed to placing orders at Taobao and JD’s flagship stores, unless it is a non-standard product with product barriers.

The downside is that the evaluation of Xiaohongshu stores is still very strict. Deductions of money and points are common. As long as you open a store, you must be equipped with operations and customer service. If you don’t have these conditions, don’t open one.

The good thing is that it can accumulate user data, and you can also directly use ARK to invest in product notes, which is simpler to operate and more intuitive.

So there is no such thing as must open or not open, it depends on the needs of the merchants.

Author: Vic, WeChat public account: Vic’s Marketing Thoughts