How to use the comment section of Xiaohongshu for marketing? Learn about the comment function of Xiaohongshu in one article

As a part of Xiaohongshu notes, the comment area is not only a carrier of publicity, but also an important way to attract customers. How to market through the comment area of ​​Xiaohongshu? The author of this article analyzes this and hopes to bring you some help.

Today I want to share with you a function that is often overlooked when operating a corporate account: comment area marketing.

In my opinion, the comment area, as a part of the notes, is not only a carrier of publicity, but also an important way to attract customers.

Before using the comment function of Xiaohongshu, you must enable the comment pinning function of Xiaohongshu. There are two aspects to enable the comment pinning function. The first is that if there are more than 50 comments, long press on a comment to pin it to the top. The second is that after successfully applying for a video account, even if there are less than 50 comments, long press on the comment to succeed.

Specific steps for applying for a video account: Creator Center - Click on the video account growth plan, follow the corresponding steps, and you can apply successfully. After successfully applying for a top comment, you can make full use of the Xiaohongshu comment function. Currently, Xiaohongshu comment marketing is mainly divided into 3 categories.

1. Business card and guidance in the comment area

Currently, there are two types of business cards posted in the comment section: Dandelion and store self-posting.

The first type is the Dandelion reporting expert. When placing an order in the Dandelion backend, you can choose the comment area plug-in, which will be displayed in the top column of the comments;

There are product components, which jump to the Xiaohongshu product interface, store components, which jump to the Xiaohongshu store, and another one is the search component, which allows you to see specific search results.

For those who are good at placing orders through Dandelion, you can also set corresponding search keywords in the comment area plug-in. Please note that the keywords should not exceed 10 Chinese characters, and other brand words that are not related to the brand should not appear.

Figure 1: Dandelion text jump link

The second is that when merchants publish notes on professional accounts, they need to put products on the store in advance. When publishing notes, click on the related products, and then open the comments and messages. The comment area can also be modified and adjusted by themselves. After the posting is successful, it will be pinned to the top of the comment area.

The following steps come from the decoration design and shelf production of Xiaohongshu online store.

Figure 2: Xiaohongshu comments pinned to the top of the store

2. Comment area traffic conversion

If there is no store on the site, or when influencers are promoting products, you can use the pinning function in the comment area to search for products outside the site or pin a small account to divert traffic outside the site.

Use cosmetics Lefan to guide Taobao users outside the site, assistants or divert traffic to the community for conversion. It is worth noting that when pinning the comment area, you can use a small account to comment . After successfully pinning, you can use the official account or another small account to pin it to the top.

Figure 3: The top comment area guides conversion

3. Comment area is used for interactive promotion

When users browse notes, they basically look at the comment section. At this moment, the comment section serves as a marketing tool. The pinned comments can be used to introduce the selling points of the product, or they cannot appear in the main text but can be used as a supplement in the comment section.

Take the comment area of ​​Chayouyou Travel as an example. Due to the advertising flow, the consultation can be set to the top. The top comment is also a supplement to tell users that it is limited to 2 people and 1,280 for 5 days, which includes food, accommodation, transportation and lodging in Zhangjiajie. This is also a solid publicity interest point.

Figure 4: The comment section of Tea Travel is pinned to the top

In addition to supplementing product selling points, you can also provide sweepstakes benefits or interesting comments to bring you closer to users.

Taking the note published by Panpan Beverage as an example, the pinned note is also to guide Xiaohongshu users to comment, ferment secondary, and achieve interaction. The higher the user interaction, the higher the interactive data of the note will be, and the traffic will be distributed secondary.

Figure 5: Interactive promotion in the comment area of ​​Panpan Beverage

The above are the specific classifications and methods of marketing in the comment section of Xiaohongshu. Regarding the comment section of Xiaohongshu, if you have any specific methods and suggestions, please leave a message.

Author: Jianghe Team

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