When merchants operate Xiaohongshu, they should not ignore these 8 basic settings

How to set up the basics of a professional account on Xiaohongshu. After registering a professional account, if you want to operate it effectively, you must first set up the basics of the account. This article summarizes 8 reasonable settings to allow your professional account to develop rapidly. Only after setting up the basics can you stimulate the operational potential of the professional account, and high-quality content notes can attract more fans and improve quality. The author has sorted out the above points for those who have just registered a professional account, and recommends that those who are interested in operating Xiaohongshu read this.

After registering a professional account, my friends asked me how to do the basic settings and how to operate the professional account. In my opinion, after registering an account, you can first do the following 8 basic settings, and then consider the topic selection and operation skills.

1. Brand personality

Professional accounts are not cold propaganda machines, but warm, living people. Regarding personal setting, the personal setting operations of Weibo and WeChat public accounts are already mature. If the brand has experience in operating on this platform, it can directly operate based on the original personal setting.

Regarding the choice of professional account persona, it can be based on the category and brand tone. For example, the snack industry is mostly funny and friendly, such as Panpan, Lao Xiangji, and Mixue Bingcheng;

Professional products are mostly expert-like, such as Garmin's sports watches. The personality and brand spirit fit together to explore what culture the brand wants to convey to users through Xiaohongshu.

After determining the persona, display it at every contact point with the user. For example, the cover, title, text, comment area, and private messages are all good opportunities to display the persona. For contact point selection, please refer to the following figure.

Figure 1: Panoramic view of Xiaohongshu user contact points

2. Account Introduction

There are two ways to write a brand profile: The first is to introduce the brand history, awards, and how many customers it has served, so as to reduce the cost of user discovery, selection, and trust. For those who are just starting to use Xiaohongshu, this method is recommended;

The second is to make it interesting, with the purpose of engaging in more interactions with users. This approach is suitable for brands that have existed for a long time and are well remembered by consumers.

For example, Panpan Beverages introduction: "Yes, Panpan Food is my big brother, an old brand that loves its fans, is patriotic, and is eager to go viral.

3. My Moment

"My Moments" was released in 2019, and most users know about it, but how to use it better? This function has four content forms: daily check-in, check-in, text, and video.

You can choose a theme that corresponds to the check-in content, such as movie check-in, food check-in, etc.

Setting method: first prepare the pictures/videos to be published, then go to the homepage - the small yellow circle in the upper left corner, select check-in - custom check-in, and edit the text (up to seven words, generally 4 words is best)

Figure 2: My Moments settings on Xiaohongshu

In terms of content settings, home decoration, wedding photography, and jewelry customers are set as a way to attract traffic, but the community is currently sorting out and investigating strictly. Now, "private message", "come to chat", "entry guide", and "WeChat account" all have high risks.

Previously, users were guided to follow through "My Moments". The diversion behavior will also be re-inspected, and the intensity of the recent inspections has been relatively large. There are also cases of accidental injuries. If private message diversion has been set up successfully, you can leave it alone for now.

Figure 3: Example of Xiaohongshu's My Moment settings

My moments can also become a product selling point promotion base to promote the highlights of its own products, such as the natural blogger's "Good Algae Oil Amber".

For specific setting methods, reply to the keyword "My Moment" to get the setting methods.

Figure: My instant setting example

4. Offline stores

Offline stores are the platform's way of attracting traffic to corporate merchants. They are added and set up through the PC backend-store management. The platform is based on the location of Gaode Map. Before setting up, please confirm with Gaode Map to avoid being unable to set up due to inconsistent addresses.

Ps: Professional accounts can be bound to multiple offline stores. For example, Tai Er Pickled Fish is bound to hundreds of stores, and each store can aggregate notes to facilitate users to see the specific situation of the store.

Figure 4: "Tai Er Pickled Fish" offline store binding

One function of offline stores is to leave the store phone number to facilitate users to make reservations and inquiries. Some customers will set their phone number and WeChat to the same one, which also has certain risks, so please use it with caution.

PS With the development of Xiaohongshu’s group buying business, you can see group buying related notes by clicking on offline stores.

Figure 5: Xiaohongshu offline store phone case

5. Business Topics

Every professional account has the opportunity to have free business topics. Business topics can aggregate notes. By clicking on the brand homepage and the tag, you can see what notes are under this business topic, allowing users to see the brand details more intuitively.

Figure 6: OLAY business topics

Application path: Professional Account Center-More Functions-Business Topics. In terms of application skills, you can use a strong correlation between brand name + product name. At the same time, the business topic cannot exceed 10 words.

Figure 7: Business topic application skills

All brands must make good use of the commercial topic function. Many brands need to spend hundreds of thousands to purchase commercial topics, add a topic to every note, and then increase the number of views of the topic.

6. Brand recognition

The official launch of brand claiming rights, that is, brands can search and select their own brand name, and then claim it, and enjoy search rights after claiming it (need to have 10,000 fans)

1. Claim your rights:

1. When the search terms are the same, the account will be displayed at the top

2. When the search term contains the claimed brand name, the brand account will be displayed first

Figure 8: Xiaohongshu search rights display

2. Claim the risk;

Since the brand claims the brand, it must accept the supervision of the platform. Brands that violate the community convention will also be deducted points accordingly. Non-compliant behaviors will be scored every week. Each violation will be deducted 3 points. When the cumulative points are 10, the platform will be restricted or banned. The specific rules are as follows.

Figure 9: Xiaohongshu brand deduction rights

3. Claim method:

Open Xiaohongshu APP - Professional Account Center - Brand Rights - Claim the Brand. After successfully claiming the brand, you can check the brand’s illegal marketing points.

Figure 10: Xiaohongshu brand illegal marketing analysis

7. Note Classification

Classification is about aggregating and organizing notes. The core purpose is that after users open the Xiaohongshu account, they can see what content is on the current homepage according to the aggregated tags, and then click on the content to view detailed notes.

Figure 11: Xiaohongshu account classification display

To set up a collection, open the Creator Center - More Services - Create Collection, set the name and format of the collection, and then organize and store the notes.

8. Account Collection

Only 4 categories are displayed. The favorites method is more direct. You can add your own notes to favorites, which can be displayed and used for traffic diversion. For wedding photography and decoration customers, you can display the styles in a collection, and users can click on the favorites to see those styles.

Figure 12: Xiaohongshu favorites display

Author: Jianghe Chats About Marketing

Source: WeChat public account: Jiangheliaoyingxiao (ID: jiangheliaoyingxiao)