A comprehensive article on how to use the closed-loop harvesting method of Xiaohongshu marketing components and comment area components!

Starting from the comment area component, this article explains the closed-loop harvesting gameplay of the Xiaohongshu marketing component and the comment area component, as well as the function of this function, and what categories and development stages of merchants are suitable for it. This article is recommended for merchants who want to promote their own brands on Xiaohongshu.

In fact, it is not just the comment area component. Xiaohongshu has launched a combined note marketing component in the past year, including the note marketing component and the comment area component, which enriches the closed loop of grass-planting conversion within the site from all angles and makes marketing more diversified, rather than just the grass-planting by influencers.

Of course, high-quality content from influencers is the basis for all components to function!

Today I will give you an overview of how to use and use all of Xiaohongshu’s marketing components, as well as what categories and development stages of businesses they are suitable for!

1. Link conversion of note marketing components

1. Guide customers to buy the same item/check it out in the store

It is mainly presented at the bottom of the note, guiding users to "buy the same item" or "go to the store to have a look". According to different copy link designs, users will be redirected to the product details page or the brand's Xiaohongshu store homepage that was recommended by the note.

2. Guide private messages and forms

In addition to jumping to purchase, you can also set "Consult Now" to jump to private messages and clue forms, so that users can quickly consult details or leave information. This requires us to respond to feedback quickly, otherwise it will be easy to fall into the embarrassment of "users forgetting who we are" over time, and naturally we will not be able to undertake subsequent conversions.

3. Text search component

Unlike the components that guide purchases, search components can only be added to video notes. Picture and text notes do not currently support the addition of such components.

Users can directly jump to the search results page by clicking. Keywords can be modified and set before the note is published. Generally, product words or brand words are set. It should be noted that this type of component is displayed under natural traffic, but not under advertising traffic.

4. Brand Marking Components

Just like the name, this component focuses on brand marks and links, rather than the previous conversions and deep searches. It is an upgrade from the original Dandelion brand cooperation mark, and was optimized again in April this year. The display time of the component has been changed from 5 seconds to permanent display, that is, as long as the user stays on the note page, they can enter, instead of only being able to jump through the component within 5 seconds of entering, which greatly improves the conversion efficiency!

The jump link of the brand mark component is the enterprise account, that is, the brand professional account. Through the jump, users can further understand the content related to our brand, which is also presented under natural traffic. This type of jump requires us to have certain daily operations on the enterprise account and be able to further present the brand advantages and product advantages.

2. Link conversion of comment area components

The comment area component and the note marketing component are very similar in many aspects, but there are more links to choose from, which means there are more ways to play. At the same time, because this type of component is presented in the comment area and below, not in the note, it is more conducive to users to immerse themselves in the content of the note and maximize the value of the advantage note.

At the same time, this type of component will not be restricted by natural traffic and promotional traffic.

There is a brand here that is relatively well-developed. It can be said that it has arranged all the current gameplay of Xiaohongshu. I will take this brand as an example and look at the jump links of different comment area components respectively.

1. Jump to products and stores

The accompanying copy is "View the same item" and "Visit the store to have a look", which is the same as the note marketing component.

2. Jump to search

It is somewhat similar to the text search component in the marketing component. It is recommended to configure brand words, product words or activity words that are strongly related to the note content to take over the search interests generated by users after reading the notes.

It should be noted that under this component, you can set both search terms for product pages and brand terms. The difference between the two is that the former is for deep conversion of the product in the note, while the latter focuses on presenting the products launched by the brand.

For example, in this note, the yottoy yoga mat is implanted, but the search is guided by the yottoy brand. However, in addition to yoga mats, the entire brand's content also includes a series of products such as dumbbells, skipping ropes, and massage sticks.

When the search term we set is yottoy, users will see not only yoga mats after jumping to the page, but also promotional content for other products.

At the same time, component copywriting actively guides customers to search, so that they can further understand product or event information and achieve in-depth seeding.

In other words, unlike the main text search component, it has more room for textual research. Like the comment area, it is more interactive and more likely to trigger user redirection!

3. Bottom bar transaction component

I also put this component together with the comment area component. It is the purchase of the same transaction component that we often see next to the interactive button (like, save, comment), which also displays both natural traffic and promotional traffic. This is also a component that is commonly added to the recent sales notes. With the push of coupons and related discounts, it will be more conducive to user conversion.

It should be noted that the component content can be modified before the note is submitted, but after the note is submitted and published, you can only unbind the component and cannot change the content.

3. What are the marketing components used for?

In fact, after reading the conversion links listed above, you will have a clear understanding of the functions of all components.

We can see that all components are divided into two categories.

One type is user-purchase oriented, which means directly jumping to the product details page and the store homepage.

The other type is search result-oriented, which is to conduct more planned search guidance through configured keywords to increase the frequency of reaching the same user in a short period of time.

In general, it achieves improvement in grass-planting efficiency and user focus.

We can understand this from two perspectives.

1. Harvesting Link

The most obvious experience is that closed-loop harvesting can be achieved directly on the site or even in the notes.

We all know that in the conversion chain, every additional link means the loss of some users, so when we are planting grass, we will pay great attention to the embedded words in the notes and the keyword search presentation and sorting of the cat store.

However, through component redirection, users no longer need to go to other platforms to search, shortening the journey to purchase products. It also avoids the problem of search results being biased due to different search terms, or even being attracted by competing products in the cat store. This accelerates the conversion process from the root.

2. Deep planting

Why do I always emphasize the need to divide content layout into the exposure and dissemination domain and the search conversion domain in the delivery strategy? It is to be able to reach the same user with high frequency from multiple traffic angles, thereby deeply planting grass and improving conversion efficiency.

But through components we can help users complete this process quickly and in a planned manner.

This can be divided into two keywords.

① Fast

This is easy to understand. Just like the conversion link, users can view more expert recommendations related to this product or brand without having to manually enter a search, helping them to quickly and comprehensively understand the product.

② Planning

I just mentioned that we will embed words in our notes, such as brand words, product words, etc., in order to guide users to search for this word.

But we have to admit that users will not act exactly as we plan.

For example, if we are searching for the Little Bear Food Maker, users’ search behaviors will be very diverse.

When searching for "Little Bear", all the results come out are electric stew pots, because the brand has a large history of investment and a lot of accumulated content.

When searching for food processors, there are multiple brands at the top of the list, and the user's attention is dispersed.

At the same time, it is also possible that when entering the search term, your attention will be attracted by other related drop-down words, thus deviating from our intended search term [Bear Food Processor].

The whole process is full of uncertainty. As a result, high-frequency reach of users in a short period of time cannot be achieved, and the efficiency of grass-planting will naturally be affected to a certain extent.

But with components, we can limit user search behavior by setting keywords, let them see the content we want them to see, achieve deep seeding, and thus accelerate conversion.

4. Which merchants are suitable for using the marketing component?

So what types and stages of merchants are suitable for these many components? And under what circumstances should we arrange these components?

1. Impulsive purchases of daily necessities/low-priced goods

The first are daily necessities and low-priced goods that rely on impulse consumption and have low brand loyalty.

For example, tableware, desktop storage, small dolls and toys, and other decorative daily necessities. If you see something you like, you can place an order immediately.

Or high-consumables such as tissues, toothpaste, and snacks, which need to be stocked up daily, are also very suitable for accelerating conversion through components. At this time, there is no doubt that you should choose conversion components and harvest directly.

2. Brands with a considerable user base and recognition

If your brand already has a certain user base and recognition, and has been promoting it on Xiaohongshu for more than a year, this circle or this type of people almost all have some knowledge of you. Then what we need to do is to use content to create the "eye-catching package" that is always dangling in front of users.

Because for the vast majority of products, even though we in the industry believe that each brand has certain differences and that users will pay for our differentiated advantages, it must be acknowledged that in actual purchase conversions, a large part of consumers' decisions are influenced by activity and memory.

That is, when he wants to buy, which brand pops up in front of him, or which brand he thinks of.

Therefore, daily delivery is very important.

When it comes to component selection, it is necessary to differentiate between different categories.

If our decision-making cost and trial-and-error cost are not high, such as a towel, a set of toys, etc., we can directly choose conversion components.

As for categories such as skin care products, home appliances, pet food, etc., where users tend to consume rationally and require multiple comparisons to achieve conversion, I recommend choosing search-oriented components.

We can use our accumulated experience on the platform to quickly and deeply promote products. For example, for the cooking pot just mentioned, on the jump page of the search component, users can see in-depth reviews of the Little Bear Cooking Pot, usage sharing by other bloggers, the food that can be made, etc., to understand and evaluate this product from multiple angles, thereby achieving conversion.

3. Brands that are well presented in the store

Another category is brands that have achieved relatively good results in Xiaohongshu stores, regardless of the category.

The good results mentioned here not only refer to sales volume, but also ratings, user orders and reviews associated with the details page, etc.

For example, this type of flowers currently has sales of over 2,000, with 28 related shopping notes, and recent reviews are full of surprises.

Such feedback is very helpful in promoting conversions, and notes can be directly linked to product details pages and store homepages.

The idea is similar to jumping to the search page, but because the store itself has presented very good word-of-mouth feedback, it is equivalent to carrying the function of the search page to allow users to have an in-depth understanding of the products and other bloggers' feedback.

4. Brands with low trial and error costs and a large amount of historical high-quality content

If our product has low trial and error costs, such as low price, supporting trial packages and return and exchange services, and there are many popular articles in the history, we can quickly dispel users' concerns in a short period of time, and we can also accelerate user purchasing guidance through components.

The idea of ​​launching this type of product can be summarized as first creating a matrix of popular articles under keywords, and then adding components through strong grass-planting content to enhance return searches, so that the popular article matrix laid out in the early stage can play a role in conversion value.

5. Industries that need to obtain customer information

If it is a service industry, such as offline yoga studios, gyms, camping sites, confinement centers, language training, etc., one of the most efficient ways is to use components on Xiaohongshu to acquire customer information and then further communicate and convert them.

These were also the main merchants that Xiaohongshu targeted when it initially set up its components.

As for whether to use conversion components or search components among all brands, we need to choose based on our current situation. Which link can help us quickly occupy and persuade users' minds, thereby achieving conversion!

Of course, as I said before, content and products are always the basis of gameplay. No matter how many strategies and gameplay coordination there are, they can only be icing on the cake.

Only when we have enough high-quality content and good reputation, the potential for conversion will become more and more obvious, and we will be able to achieve outstanding results in Xiaohongshu marketing faster!

Author: Bobo, WeChat public account: Bobo’s cooking class