How to play the lucky draw notes on Xiaohongshu? Just read this article!

The lucky draw function should be familiar to Xiaohongshu operators. After all, when the account fans are slow to meet the demand, the lucky draw note is the operator's last "trump card". Let's follow the author to find out how to draw the lucky draw to increase fans the fastest.

The lottery function should be familiar to Xiaohongshu operators. After all, when the account fans are unable to deliver results, the lottery notes are the operator’s last “trump card”.

The lucky draw function is also an interactive component exclusive to professional accounts. By launching a lucky draw activity with the "lucky draw component", users can interact with professional accounts. Today, we will focus on how operators can take good lucky draw notes to increase the value of lucky draw notes!

1. Lottery Notes Threshold

• Professional account identity, including corporate, individual, and personal identities;
• Number of fans ≥ 1000.

Corporate professional accounts can publish 3 lottery notes per month; personal professional accounts can publish 1 lottery note per month. It is recommended to draw at most once a month. After all, most users are freeloaders. The number of winning places each time is limited to 1,000 (1-5 is recommended).

2. Three key points of lottery notes

In my opinion, there are three main points.

1. Prize draw products

First, analyze the user profile of your own brand. For example, for beauty brands, the user profile is generally concentrated on female users aged 20-40, and choose products that are suitable and that the target users are interested in. If the selected products are not of interest to everyone, fewer people will sign up, which has nothing to do with your brand.

For new brands, users don’t know about the products. If you just give the products away, it won’t be very meaningful and the number of views may not be very high.

Unlike those big brands, they have their own traffic, and a single event can create a word-of-mouth phenomenon, which can be spread repeatedly, so that the products and brands can be exposed again.

When brand product exposure and popularity are low, simply giving away your products will only attract people who are trying to get a bargain, and few people will be interested in the brand.

Therefore, we do not need to draw many people in the early stage, one or two places are enough. We can also draw matching products, such as Tianlufen and Yameng, and combining them with lottery is also a good way.

Figure 1: Tianlufen lottery notes

It is worth noting that guidance should be provided in the comment area to guide users or fans to understand the brand and products.

2. Lottery Notes Steps

When using the lottery function, you can use these four types of notes in sequence: lottery preview, lottery countdown, official lottery, and lottery results.

The purpose of a lucky draw notice is to guide user retention. By sending a notice first, users will worry about missing out on the lucky draw, thereby increasing fan conversion. The lucky draw time, prizes, product value and selling points should be clearly stated in the copy.

Figure 2: Plant Selection Lucky Draw Preview

The purpose of the lucky draw countdown is to create a sense of tension, such as "Countdown 1 day", "Lucky draw tomorrow", etc. The highlights of the product can be pointed out again in the copy. The first two types of notes can be published regularly.

Figure 3: MGM lucky draw countdown

After preparing the pictures and texts for the official lottery notes , bind the lottery components in the background (the specific steps are as follows)

The purpose of the lottery result notes is to announce the list of winners and to highlight the lucky winners and products, guide users to pay attention to the next lottery, inform customers of the participation process again, and mention the approximate time of the next lottery.

3. Note format

The lucky draw cover should enlarge the lucky draw product + large words (such as fan favor, benefits, limited time, etc.), and the words and prizes must be eye-catching. The title should match the first picture, the content should be true, and hot words can be added to clearly introduce the lucky draw activities and rules.

Figure 4: Lottery notes

Currently, corporate accounts can participate in lotteries three times a month, and the platform will also intercept "fleecing" customers. Those who frequently participate in lotteries will be blocked by the lottery system to ensure the fairness of the lottery.

Summarize the commonalities of the content of the lottery notes;

• The products you send should be in line with the preferences of the target group. For example, if you are in the home decoration business, it is best to use familiar products to demonstrate the value of the products.
• The product is eye-catching enough, but you can also learn from other good forms besides the lottery notes, such as pure text. For example, the repeated pure text "Tianlufen" has a stronger visual impact.
• The lottery time. If it is a lottery preview, you can write xx time. The lottery countdown can be "Countdown 1 day", "Lottery tomorrow", etc.
• The lottery rules should be written separately on the picture and text for reinforcement.

Although it is not possible to guide user interaction now, it seems that there are still many businesses guiding users to pay attention to the content, or guiding users to share with friends to participate, so this area is not so rigid.

3. Operation process of lottery notes

1. Backend settings

Enter the backend of Xiaohongshu Professional Account - Marketing Tools - Sweepstakes - Click to create a sweepstakes.

Figure 5: Lottery Notes background settings

2. Prize Draw Rules

On the lottery event interface, follow the steps on the interface to fill in the prize information, prize introduction, event participation time (the maximum time from the start of the lottery to the end of the lottery is 30 days), and the prize drawing time (within 15 days after the end of the event, and free shipping is required within 30 days after the prize drawing). Complete the above two steps to complete the setting of the lottery notes.

Figure 6: Lottery note rules settings

3. Lottery Binding

After completing the above two steps in the background, enter the Xiaohongshu app to publish. After editing the picture and text content, click Advanced Options - Add Lottery - Select the lottery to be published, and click Confirm.

Figure 7: Lottery note binding

4. Prize draw

After the lottery is over, you can enter the professional account background again - take time to participate in activities - view the list of winners - export the table (to obtain the winning information of the winning users). After the goods are shipped, you can enter this interface again to fill in the shipping information.

Figure 8: Lottery Notes Draw

IV. Notes on the lucky draw

• Users cannot be guided to click “like”, “follow” or “collect”;
• Rules other than those of the platform cannot be added, such as postage payable on delivery, pickup area, pickup conditions, etc.;
• You cannot set up offline or virtual products, and currently you can only set up prizes that can be shipped;
• Please remember to send out the prizes after the draw. Late delivery will be considered a violation.

Summary: Although the lottery function can achieve rapid note interaction and fan growth, the most important thing is to have good and valuable content to continuously increase fans.

Most of the users who follow are there for the prizes, and a lot of them will lose followers after the draw. Even if the fans do not unfollow after the draw, it is almost inevitable that they will become zombie fans.

Content retention after the lucky draw is very important. You need to give your fans a reason to stay, or you need useful content to retain customers.

Author: Jianghe Team

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