Understanding Xiaohongshu's Commercial Traffic in One Article

90% of brands and merchants do not correctly understand the commercial traffic of Xiaohongshu.

It is very necessary to understand the commercial traffic of Xiaohongshu. You can use reasonable tools at the right time. The commercial traffic of Xiaohongshu is not complicated. You only need to spend 10 minutes reading this article to have a very clear understanding and knowledge.

Commercial traffic forms correspond to marketing demands

If classified by form, Xiaohongshu's commercial traffic can be divided into five categories: note heating, search promotion (Search Pass), live broadcast room promotion, product promotion, and landing page promotion.

These five forms are also intended to correspond to five different marketing demands.

1- Note heating

The most commonly used one is definitely note heating. Heated notes will appear randomly on the discovery page, increasing from the 6th to 10th.

Take notes as the heating target and use commercial traffic to make notes visible to more people. Applicable to merchants at all stages. As long as there are notes with relatively good natural data performance, commercial traffic can be used to leverage self-heating traffic. It should be noted that only reported notes can be heated through the Juguang platform or information flow account

The billing method is CPC (pay per click, you can bid freely in the Juguang account, the higher the bid, the more traffic you can compete for, the lower the bid, the less traffic you can grab, but it will save costs, this depends on the trade-offs of the merchant)

2-Search promotion (Search Pass)

Search ads will appear in the 3rd + 10th order of the search page under the keyword, and will also be displayed in the form of a report note, that is, a targeted note will be displayed on the set keyword search page.

There are two situations that are suitable for search promotion. The first is that the product is niche and the target audience is very narrow, and it is necessary to quickly and accurately reach the target audience through certain target keywords and population targeting. This is suitable; the second is that in the middle and late stages of the launch, whether it is brand words or product words, they have already started to be searched back, and it is suitable to place some notes on the conversion effect comparison on some target keywords to help conversion.

Keywords can be set freely. The basic traffic of each keyword is different, and the average click price will also be different.

The billing method is also CPC (based on click billing, the larger the traffic base of the keyword, the higher the bid will be, and vice versa, the smaller the traffic base of the keyword, the lower the bid will be)

3- Live broadcast promotion

The first two forms are more commonly used, while the latter three are less commonly used without specific needs. Live broadcast promotion is also relatively easy to understand, which is to use commercial traffic to heat up the live broadcast room. This form exists on all platforms, and the pricing and display forms are similar.

The discovery page directly displays the "live notes". You can use the crowd package for targeted display, or use the smart delivery of the focus platform. It is suitable for merchants or experts with good live broadcast effects. The billing method is exactly the same as the heating notes.

It should be noted that if the host's load capacity and field control capabilities have not been verified, it is not recommended to directly cast the stream to the live broadcast room.

How do we understand the anchor's carrying capacity and field control ability? We need to observe the anchor's performance in groups of 10, 100, 1,000 people, etc. For example, if the anchor cannot respond when there are more than 100 people online and too many barrages, which affects the rhythm, then it means that the anchor's carrying capacity is 100 people online. If the live broadcast room can reach 100 people online, it is not recommended to add traffic to the live broadcast room. First, train the anchor's carrying capacity until the live broadcast can handle more people online, and then add traffic, otherwise the online people added will become a waste.

4- Product promotion

The product page under the search page directly displays the product. You can use the crowd package for targeted display, or use the smart delivery of the focus platform. It is suitable for merchants who have activities, conversions during promotions, or new products that have explosive demand.

The billing method is exactly the same as search promotion

5- Landing page promotion

The landing page is usually H5, which can display various types of advertisements directly on the page, or collect customer inquiries of mobile phone numbers/names, and display them on the discovery page. The position is not fixed, and the advertisement logo will be displayed in the lower right corner.

You can use crowd packages for targeted display, or you can use the smart delivery of the Focus Platform

Suitable for customers who need to collect customer information such as education and decoration

The billing method is exactly the same as that of note heating

Final Thoughts

Finally, a big picture to understand the advertising bidding principle of Xiaohongshu's commercial traffic