Xiaohongshu advertising follow-up and data collection

When operating Xiaohongshu, many bloggers don't know much about the progress of delivery, content follow-up, data collection and review, etc., and don't know how to deliver data accurately. The author of the following article will answer these questions in detail. Students who want to understand the operation of Xiaohongshu should take a look.

During the entire delivery process of Xiaohongshu, the control of delivery progress, follow-up of content release, monitoring of comments after release, data collection and review analysis, etc. are all important links that cannot be ignored in the delivery execution. This section will introduce these links in detail.

1. Progress follow-up

1. Delivery progress management

Because the entire process of note delivery involves multi-person collaboration and is closely linked, the previous link will affect the next link, and ultimately affect the time of note release, that is, the time of our content delivery. Once the best delivery time is missed, it will greatly affect our delivery effect, especially for node marketing, the delivery time is even more important, so progress management is essential.

Each launch is a project. The execution and follow-up of the launch should be the same as project management, with clear and strict progress follow-up. The responsible persons and links involved in each launch may be slightly different. You can make a progress follow-up table based on the actual situation of the project. The following table is for reference only.

2. Note Release Plan

In order to avoid bloggers from posting too many posts, the release time of the notes should also be planned and managed. You can plan the release time according to the release time, communicate with the blogger to finalize the release time, and make distribution plans for different types of content and different types of bloggers. You can make it according to the specific needs of the project. The table below is for reference only.

If the brand recruits on its own, it needs to plan and manage it on its own. If it cooperates with an agency, it can ask the agency to provide it.

2. Sample Management

Most brand placements involve the delivery of samples. For samples, there should also be corresponding forms to register and manage sample delivery. The forms mainly include blogger information, express delivery time, sample requirements, delivery address, express number, return express number, whether to notify communication, whether to settle, etc.

It is tedious to record these contents, but it can avoid problems with express delivery, or lost or wrong items, and even if unexpected situations occur, there is evidence to prove it. Sample management can be added on the basis of confirming the cooperation list. The following table is for reference only.

If the brand recruits by itself, it needs to manage it by itself. If it cooperates with an agency, it can send them in bulk to the agency, which will track and manage them.

3. Content follow-up

After the notes are published, some bloggers may encounter traffic restrictions, failed reviews, bad data, or questions in the comment area that the bloggers don’t know how to answer. These issues may require follow-up communication with relevant personnel from the organization or brand to prepare for emergency response after the content is published.

If you encounter flow restrictions and fail the review, you will need to revise the manuscript again; if the note data is too different from expectations, you can negotiate whether it can be simply embedded in another issue; if there are negative or malicious comments in the comment area, the blogger will need to assist in reporting, deleting, or arranging positive guidance, etc.

In addition, you should also record information such as note type, title, content direction, link, authorization status, etc. for subsequent review and summary.

4. Data Recovery

After 7 days of note publishing, it generally becomes stable and the published data of the note can be recycled. So, what should be recycled for data recycling?

1. Read and interact with data

Generally, the number of readings, likes, favorites, and comments are recorded. At the same time, the CPV and CPE data of a single note can be calculated. The CPV data can also be compared with the previously estimated CPV to continuously verify whether the method of selecting bloggers is reasonable and improve the ability to select high-quality bloggers.

This form is very important and is an important basis for subsequent review, so records must be maintained in a timely manner.

In addition to manual statistics, you can also use tools such as Zero Gram Statistics to perform automatic statistics and reduce the workload.

2. Note keywords and categories

Just as Mr. Milu SKY said, Xiaohongshu’s content distribution method is recommendation and search. Whether it is search or recommendation, it is actually closely related to the labeling and classification of notes by the system, because this determines the audience to whom we publish notes.

By the way, I would like to add some knowledge about Xiaohongshu's traffic algorithm. After a normal note is sent out, Xiaohongshu's system will label and classify your note according to the content of the writing, and then push the note to people who meet such labels and classifications. Of course, searching for such keywords or classifications is also the most likely way to find your notes. Only by matching the push population with the content of your notes can you achieve the best conversion effect, such as more people liking, collecting and commenting on your notes, and then you can push them to more traffic pools.

Let’s take an example. If we write an article about notes on dolls, and because we write too much about the doll’s matching, it should normally be classified as a children’s toy, but it is classified as a clothing label. The effect may not be good, and the target audience is different, so the actual purchase conversion rate may also be lost.

Therefore, if we know what kind of labels the notes we put out are given and what kind of categories they are classified into, it is equivalent to knowing what kind of people the notes are recommended to, which is particularly important for us to improve the notes we put out. If the notes we put out are seen by non-target audiences, then the effect will definitely be poor.

You can press F12 in the browser to view the code, or use Lingke Tracking to query the tags and categories of your notes. Just copy your Xiaohongshu link and enter it into the search box on the website to see it. (Lingke Tracking: http://zz.lingke.pro/)

Some third-party data platforms have also launched note monitoring functions, which you can try out yourself.

3. Review of comment area

During the final acceptance, you can check the comment area again. If you find any negative or malicious comments, you need to deal with them in a timely manner.

Author: Christine

Source: WeChat public account "Christine's Marketing Notes (ID: yanhong_8090)"