Why do you run Xiaohongshu? 7 recent experiences on running Xiaohongshu!

I have been in frequent contact with merchants and bloggers operating on Xiaohongshu recently. After a lot of communication and exchanges, I would like to share these 7 operational experiences in combination with my own agency operation projects.

1. Comments are the core asset of brands on Xiaohongshu

Xiaohongshu is not only a platform for exposure, product recommendation and conversion, but also the best way to understand users' acceptance of products. Because every action of users is a vote. If they like something, they will like it. If it is useful, they will collect it. If they resonate with it, they will comment and share it. The comment area, in particular, is the most direct user demand.

Compared with Taobao comments, Xiaohongshu comments are the most direct feedback on user needs. Taobao comments are post-purchase experiences, focusing on product use, and cannot directly understand user needs.

In the comments section of Xiaohongshu, users can directly express their product problems and needs. We often see comments on skin care products, such as whether pregnant women can use it or whether people with allergic skin can use it. These are potential user needs, which will be an important channel for brands to launch new products.

Taking Fino as an example, based on the feedback from the comment section, they developed a 200ml product, which is suitable for students and dormitory DIY and is more convenient to operate.

Figure 1: Fino’s official Xiaohongshu content

2. Xiaohongshu is the core channel for brand building

Why do we insist on working on Xiaohongshu? It's not just because the crowd is highly commercialized, but because Xiaohongshu is the best place to build a brand. What is a brand? It's the brand of the product. You must let users know who your name is, rather than being driven by promotion.

All the advertising on Xiaohongshu and influencers is about brand investment, focusing on the popularity of brand names in Taobao searches. Compared with direct traffic and Douyin information flow advertising, the conversion cycle of Xiaohongshu advertising is relatively slow, and it is even difficult to measure and review. But for brands, when you do it, you spend money to make users remember your brand, not to do promotions or price comparisons.

3. A large number of brands should not appear

When I was working in a brand planning company, I came into contact with a small number of brands every month, and they were basically the top 10 brands in the industry or hidden champions. However, even in this case, there were still various difficulties in refining user selling points and promoting brand strategies.

But after working on Xiaohongshu, I came into contact with a large number of brands, and I came into contact with more than 10 meal replacement brands alone. The products were highly homogenized, and the packaging and selling points were all the same. This made me think, should there be so many brands on the market? Is there any reason for the existence of brands without positioning and differentiation? No matter how much you promote products, it is futile and will instead make the team fall into meaningless work.

Let me tell you another real situation. The three brands I contacted before had invested over one million on Hongshu. Now that their accounts have stopped updating, I guess most of them have given up on this business or platform.

We advocate that platforms should think clearly about the business model, the differentiation of the product itself, whether the product needs to appear, and how the category competition is. Think clearly before considering.

4. Bloggers seize the opportunity to monetize, while brands seize the opportunity to sell

Monetization and business are the two key factors for bloggers and brands respectively. It is difficult to sustain an account without profit motivation. If you don’t want to survive by advertising, it is recommended that you do not use fan growth as a measurement indicator. What is more important is the monetization data.

Before becoming a blogger, you need to think about how you will monetize, whether it is advertising, products or courses. The best way to monetize is to have mature products, such as marriage counseling, brand operation, doctors and other tracks. Every time you post a note, as long as there is exposure, there will be traffic.

Brands need to grasp the business, that is, after planting grass and investing traffic, what kind of help can be brought to the business. The core is business and the conversion of private domain traffic. In addition to paying attention to notes on brand tone, brands pay more attention to business notes that can bring high conversions and more user inquiries. The focus is on conversions and notes with actual effects.

5. Regular and refined operation of Xiaohongshu

What is refined operation? It means treating every Xiaohongshu note as a product and polishing it. Think about the purpose of this note, who are the people, why do they want to read this note, how can it help them? What content will I use to impress them?

At this point, the details will fall into how to set the cover? How to write the copy? How to write the inner pages? How to lay out the details? Which hooks should be pre-buried? How to get users to follow the account again? These are all part of the content of refined operation. To run Xiaohongshu, you need to make all kinds of calculations, and the tricks are the weapons to mobilize conversion.

6. A complete set of Xiaohongshu operation ideas

Orange Lily once released the operating ideas of Xiaohongshu, which are mainly divided into these four steps.

Step 1: What do you sell? Do personal bloggers sell consulting, advertising resources, or physical products?

Step 2: Plan the monetization path, that is, how to monetize?

Step 3: Locate accounts and output content based on products. The core of this step is to locate accounts based on your products, determine what content to post, and output.

Step 4: Create a hit, copy the hit, and dig deep. After creating the hit notes, you need to copy the hit, continue to make the hit, and then dig deep into this field and make it a hit.

7. Always be diligent and update your notes frequently

In daily work and running, you must always be diligent and never feel that you are not diligent enough. The biggest inspiration for me was when I participated in a blogger check-in event. One student had already achieved the top 3 in the training camp that day, and 3 accounts published 3 notes. He summarized the day as "I didn't post much today, the realization was average, I will continue to post tomorrow."

People who are better than you work harder than you. All success is just the product of luck. Only diligence is the unchanging background color of life.

This experience has nothing to do with the operation of Xiaohongshu, but is also applicable to our own lives. When we reflect on our own work and study, we are aware of whether we are diligent today. Doing the current work well and doing our best is the easiest way to work.

The above is my recent experience on operating Xiaohongshu.

Author: Jianghe Team

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