Some practical suggestions for Xiaohongshu placement

This article points out that seeding requires a long period of time and quality content, and one must be patient with ROI; Xiaohongshu live broadcast is an opportunity, but don’t make it like Douyin, and the rewards for influencers should be appropriate. It has certain guiding significance for Xiaohongshu marketing and live broadcast. Recommended for Xiaohongshu creators to read.

1. The volume of sales is a thing of the past

Don’t listen to some agencies’ nonsense that you need to post hundreds of articles first. It is usually recommended that the list of influencers provided by the agencies that post the most articles first is likely to be filled with a large number of fake accounts. Not only are these accounts full of advertisements, but the data is also made by brushing or mutual warming. These accounts have low weights and low inclusions, and almost no natural traffic. It can be said that they have no grass-growing effect.

If the brand already has a certain user base, you can encourage seed users to share spontaneously. The notes written by seed users are authentic and more touching. The target audience can tell at a glance that the notes are not widely shared and have a certain influence. Seed users have a certain degree of loyalty to the brand, and you can encourage them to share their notes through activities such as "Product Experience Officer" in the form of product gifts.

If it is a new brand, those who have a budget can directly top up 10,000 yuan and find a direct customer [Good Product Experience Station] to open a white account. There will be many experts who sign up to participate in the product experience and exchange a note with the product. Moreover, there is no risk of violating regulations when publishing such notes, and there is no need to worry about being caught as a soft advertising note. If you don’t even have a 10,000 yuan budget, you can initiate a product exchange through some third-party notification applets, or you can exchange some notes.

In short, no matter which of the above forms of replacement is used, it is better than spending money on a water number!

2. Effective explosive articles are very helpful for conversion

It has been officially verified that the hot articles on Xiaohongshu have a great help in product conversion, and this should be a consensus reached by everyone.

However! Hot articles can also be divided into invalid hot articles and valid hot articles. No matter how good the data of invalid hot articles is, it will not help conversion.

So how do we judge whether it is an effective viral article? I won’t go into a long discussion here. The simplest way is to look at the comment area. A viral article must have a lot of comments, but what everyone is saying is important. If the comments are all saying "sisters are so beautiful, this place is so beautiful", and they are all about the shooting scene and the comments of experts, and no one is asking questions about the product, then it is likely to be an invalid viral article.

A truly effective viral article will at least have a few comments asking about the product's efficacy or where to buy it, and a large number of product-centric comments. This type of viral article will help conversions.

Appendix: The proportion of hot articles produced by experts of different levels:

For those with more than 1 million views, the rate of popular articles is 66%+; for those with 500,000 to 1 million views, the rate of popular articles is 46%+; for those with 100,000 to 500,000 views, the rate of popular articles is 15%+; for those with 100,000 to 100,000 views, the rate of popular articles is 6%+; for those with 0.500 to 100,000 views, the rate of popular articles is 3%+; for those with 0.500 to 0.500 views, the rate of popular articles is 1%+

3. Flow is leverage, but you must have a “fulcrum” first

Many businesses have a misunderstanding of information flow, always thinking that the poor effect of my advertising is because I didn’t invest in traffic; my articles didn’t go viral because I didn’t invest in traffic; my notes were always restricted because I didn’t invest in traffic. Be less self-indulgent and more self-examination

Traffic injection can indeed increase a lot of exposure in a short period of time, but because of different materials, the click effect is also different! Notes with poor natural traffic can only buy exposure by using traffic injection, but cannot bring clicks and interactions. Without clicks and interactions, it is not helpful to promote products. Only notes with good natural traffic exposure performance are worth using information flow to heat up. The same exposure can get more clicks and interactions.

To judge whether a note is worth investing in, we should not only look at the display volume, click volume, CTR/CPE, etc., but also the return search rate (the ratio of users who search for keywords in Xiaohongshu within 48 hours after reading the information flow note, indicating that users search for brand-related words on the Xiaosuo Hongshu platform after reading the note, which is a process indicator of the success of the note planting). Notes with strong data in all aspects are worth investing in.

Therefore, in essence, information flow is just icing on the cake, and it cannot provide timely help. The click cost of low-quality notes will be infinite, and may even be higher than the purchase price of natural traffic. In this case, what is the point of investing in traffic? ? ? ?

4. Have a high tolerance for ROI

Planting grass is a long-term "project".

As more and more brands join Xiaohongshu, Xiaohongshu users are less and less receptive to product recommendations. It is difficult for only one recommendation to influence consumer decisions.

We need to face our target audience and repeatedly reach them through different interest circles, different levels of influencers, and different content types. Only after being planted many times can we form a mindset.

From the initial word-of-mouth building and circle-breaking communication to the subsequent sales conversion, it may take several rounds of note delivery process. The whole cycle will be relatively long, and the conversion is also quite long-tailed. It is necessary to extend the conversion cycle to look at ROI in order to effectively calculate the effect of delivery on Xiaohongshu.

Many brands stopped the first round of advertising because they could not see the short-term effect. Therefore, before launching on Xiaohongshu, please be prepared to have a high tolerance for ROI in the short term.

If you are a brand that is in urgent need of conversion, you can find an agency like us to cooperate with us. We can use our long-term experience and your minimum budget to polish high-quality notes, and then do conversion investment of product cards in the form of guaranteed ROI.

5. No-brainer entry into Xiaohongshu live streaming

I’ll give you the conclusion first, please don’t jump in without thinking.

All content platforms have two major opportunities in live streaming: one is to sell middle-aged users on video accounts, and the other is to sell trendy products on Xiaohongshu.

If you are a creator and want to do live streaming, then select products and start streaming as soon as possible. There is not much content on the live streaming section of Xiaohongshu right now, and the official traffic support is simply not enough.

If you are a merchant, make your SKU into a product selection list, and then go to BD influencers. But don’t use Douyin’s tricks. The price-cutting mechanism and gift mechanism don’t work on Xiaohongshu. You can invest as much business traffic as influencers with the right tone sell, and occupy the list. Xiaohongshu’s mall is even more in need of popular products on the site. Do you understand what I mean?

Author: Vic's Marketing Thoughts

Source: WeChat public account "Vic's Marketing Thinking (ID: Viccps0227)"