Three operational strategies to solve the traffic problem of Xiaohongshu Enterprise Account

This article proposes three operational strategies to solve the traffic problems faced by Xiaohongshu Enterprise Accounts. The content of this article is systematic and targeted, and is recommended for operators who are interested in Xiaohongshu Enterprise Accounts.

If you run a Xiaohongshu corporate account, have you found that if you don’t invest in traffic, there will be no traffic at all! But the cost of investing in traffic is getting higher and higher, and the more you invest, the more insecure you feel!

In the end, the content of the enterprise account was all commercial articles, the traffic became worse and worse, and the account became a machine without emotions. When you click on the data analysis of the account, there is almost no system recommended traffic.

Why does this happen? The core reason is that companies treat Xiaohongshu as any other shopping and decision-making platform, without injecting emotion or personality into it.

How to solve this problem of Enterprise? I think there are three ways to solve it.

1. Add professional account personas

A professional account is not a cold machine, but a vivid person. When users see your account, notes, and comments, they can feel that she is a living person.

How do you make users feel that the professional account is a personal setting? The first thing is personality. What kind of personality do you want to convey through the professional account? Is it tolerance, professionalism, or enthusiasm?

For example, in the food industry, most of the images are funny and enthusiastic, such as Panpan Beverage, Lao Xiang Chicken, Mr. Rice and other professional accounts.

Figure 1: Panpan, Laoxiangji, and Mr. Rice accounts

Secondly, the character can be reflected in the content, specifically in the topic, title, cover, text and comment area.

For example, LAN is a brand that makes pure essential oils. Its account character is one of peace and tranquility, and its homepage notes remain highly consistent.

Take World Environment Day for example. Its cover, title, text and comment section are all carefully photographed, and the comment section also calls for interaction.

Figure 2: World Environment Day in Lan

2. Write useful materials

When operating Xiaohongshu, merchants should not only have commercial content to introduce the latest products, but also embed professional information.

For example, if you are doing skin care, you should not only introduce the products, but also add some skills on skin care, beauty industry, store management, etc. to make users feel that you are professional in the beauty industry.

Take Huasuo as an example. The core of the industry dry goods and course sales are cross-operated. The core of the dry goods is to increase weight, and the courses are for sales. Master this routine and continue to operate repeatedly.

Figure 3: Screenshot of Huasuo’s Xiaohongshu account

Think about what practical knowledge your industry has and what users want to know. For example, wedding photography can update shooting techniques, preparation before shooting, shooting precautions, shooting makeup, film selection techniques, etc.

Travel businesses can publish travel guides, risk avoidance stickers, driving travel guides, and souvenir-related content. Users are more interested in practical content, and it is easier for them to publish popular articles and increase the weight of their accounts.

3. Participate in joint activities

Professional accounts can also do some joint activities, including lucky draws + joint portfolios + brand activities;

Lucky draw: that is, lucky draw by Xiaohongshu professional account. When choosing lucky draw gifts, you can not only use brand products, but also products that users like. For example, the card machine that is popular on Xiaohongshu has recently become a powerful tool for many brands to increase their fans.

Figure 4: Illustration of a card machine lottery event

Combination collaboration: a brand collaborates with other brands, such as Nayuki Tea & Xiaohongshu, The Beast and Feng Zikai, Ryukakusan and Yuguyou, Wuliangye and Yongpu, etc.

The core of brand co-branding is not sales, but exposure, which allows users to see the sense of surprise, see the new changes of the brand, and form self-propagation.

Figure 5: The Fauves & Feng Zikai Jointly Signed

Brand activities: To participate in official activities, you can follow the official account to see what activities are available in the near future. For example, if the official outdoor potato is promoting ice-cooled camping and Platinum outdoor power supply, you can follow up and take related notes, and also get hot-selling notes.

Figure 6: Platinum outdoor power supply

The above are three ways to increase the activity of professional accounts.

Author: Jianghe Team, WeChat Official Account: Jianghe Chats About Marketing