How to evaluate the effect of Xiaohongshu after publishing

How does Xiaohongshu evaluate the results of its advertising campaigns? How can we effectively review the data? This article provides several data indicators. Let’s take a look.

Post-investment data is one of the most important intangible assets of a brand.

After the launch, it is necessary for the brand to conduct effective review and evaluation of the results to help the marketing strategy to be iteratively upgraded.

So how do you conduct an effective review? How do you measure the post-investment effect? ​​What indicators should be combined to judge the conversion effect? ​​Let me share with you below.

1. Collection rate

Inclusion, as the name implies, means that the blogger's notes are included in the system. That is to say, when users search for keywords or titles related to this article, they can search (display) this note. On the contrary, non-inclusion means that the note will not be displayed by the Xiaohongshu system.

How to know whether the blogger's notes are included in the system:

• Title search method: Search directly using the blogger’s title. If you search directly using the title and the note does not appear, there is a high probability that it is not included in Xiaohongshu.
• Search by blogger ID: Each blogger’s ID is unique, so search for the blogger’s ID. If the note does not appear in [Comprehensive] and [Most Popular], it proves that the note has not been included in the system (generally, search after a while after the blogger posts the note. Do not search immediately as there will be delays in review and inclusion).

What if the notes are not included? *At present, it is very likely that unregistered notes will not be included. Xiaohongshu has been cracking down on the placement of unregistered notes. If it is an unregistered note, please make an interest statement in the content of the note, such as: Thank you XXX brand for the free experience/feeding/free evaluation.

*Will the registered notes also not be included? Yes, there is a certain chance that they will not be included in the system if they are not registered. At this time, please be sure to consult the manual customer service. The brand side can click on the manual service consultation at the customer service port of the Dandelion backend. If the blogger is a professional account, there is a customer service logo in the upper right corner of the professional account center of the Xiaohongshu app side. Click it and enter the manual service.

Generally speaking, if a campaign cannot even be included in the collection, it is considered a very failed campaign. When we close the campaign, we will insert a screenshot of each blogger’s inclusion in the table, and the inclusion rate is 100%.

2. Keyword search ranking

Although Xiaohongshu has different faces for different users, and the different faces are more prominent on the discovery page, the search environment of most users is still relatively similar. You can use multiple mobile phones to search for [product keywords] [related keywords] [main keywords] [long-tail keywords] to see the proportion of the keywords ranked in the first few pages.

3. Number of interactions; cost per interaction

The number of interactions refers to the total number of likes + collections + comments on a note; the cost of a single interaction refers to the total cost minus the total number of interactions.

Referring to the single-person interaction cost of performance advertising, a single-person interaction cost of between 10-20 yuan is generally the norm. An interaction cost below 10 yuan is considered good, and an interaction cost below 5 yuan is already excellent.

4. Popularity Rate (Organic Flow and Effective Advertising)

Definition of a hot post with natural traffic: Generally, we consider 500 likes or 1,000 total interactions as a basic hot post. The hot post rate refers to the proportion of hot posts to the total number of single posts. The current average level of Xiaohongshu in various industries is 5%-8%. Of course, there are also many excellent organizations that can achieve more than 10%. For example, the average hot post rate of our project is 17%.

Calculation formula: Hot article rate = number of hot articles / total number of published notes

Many brands don’t value this indicator at present, but it is important to explain it here. Hot articles are the biggest content lever. A hot article can bring very good search term placement and discovery page placement, can bring very long-tail natural traffic, and can even overflow search to Baidu.

At the same time, the popular article also verifies that the logic of the note content is OK and can be accepted by more potential consumers. The content selection can also be copied to other platforms for more fermentation.

Therefore, the explosive article rate can not only drive good natural traffic, but also verify the content logic. It is a key indicator linking the entire delivery behavior.

5. The real comment rate of a single note = the effective exposure of the note

Bloggers and brands usually maintain and guide relevant comments to stimulate more user comments or conversions. In addition to the maintenance of bloggers, brands or service providers, the more authentic the comments, the more effective the notes are. For example:

1. What brand to consult
2. How to buy
3. Consultation related effects
4. Consulting related questions and concerns
5. Ask for other people’s opinions (whether real consumers have used it and whether it is good to use)
6. Complain about the product (needs correct guidance or removal of wrong comments)

For popular articles, you must pay great attention to maintaining the comment section! !

6. Taobao search, add to cart, favorites and conversions

As long as there is a hit article, Taobao searches will definitely increase!! It will also immediately lead to purchase conversions. Brands should set up special keywords for delivery to test data. Hot articles are the key factor affecting delivery results.

7. Shared by the public on Xiaohongshu after a period of time

The growth rate of "tap water" is the best indicator to verify the post-investment mentality. The best investment is to drive users to buy and share. Whether there is tap water sharing after a period of time is the best way to reflect the effectiveness of the investment! ! If you can get well-known KOLs to share, then it means that the investment is very effective! ! The reasons that can generally drive tap water:

• Amateur users: They are attracted to buy because the product is cost-effective and they think it is easy to use/cheap/good-looking, etc.
• Bloggers spontaneously think that this product or topic can bring traffic and become a hit.

Author: VIC's Marketing Thinking

Source: WeChat official account: VIC’s marketing thinking