What should I pay attention to when doing Xiaohongshu spotlight advertising for the first time?

For first-time merchants, how to avoid blind investment and maximize the effect of the placement is an urgent problem to be solved. This article will deeply analyze the common misunderstandings and key points of Xiaohongshu spotlight placement, and provide everyone with a comprehensive placement guide to help brands achieve efficient growth on the Xiaohongshu platform.

The focused light instantly becomes a divine light that can solve all business problems.

The fact is, Spotlight is just a tool for amplifying traffic and testing notes. Spending too much time studying advertising techniques will weaken our ability to understand users, ultimately leading to the homogenization of materials and completely becoming a blood transfusion for the platform's advertising revenue.

This is the first time we are doing Xiaohongshu spotlight advertising. What should we pay attention to? I have summarized the following content.

1. Disenchantment with advertising

Advertising can quickly find potential users and reduce the testing cycle, but it is not a panacea. When the product quality and the content quality of the notes are not good, the effect of advertising is minimal.

I have met clients who asked why there were still no leads after they placed advertisements, because the selling points of the notes were not clear and users did not know what you were doing, so naturally no matter how many advertisements you placed, it was useless.

We must demystify advertising. When our product competitiveness is weak and our content production capacity is weak, no matter how much advertising fees we spend, it will only be a wedding dress for the platform.

2. Embrace advertising

Merchants doing business on the platform should, on the one hand, disenchant with advertising; on the other hand, they should embrace advertising. Many people panic when they hear about advertising, and then say that they don’t advertise, it’s useless!

That thing is deceptive, and it is precisely a manifestation of ignorance. We must actively embrace it, use it, reach potential customers through advertising, and increase advertising volume.

3. Keep the water boiling

Is it possible to achieve ROI 5 with an initial investment of 10,000 yuan? It is very difficult! There are very few lucky ones. Most businesses need to have a testing period when launching. Your first advertising budget will most likely be used to pay for testing.

Maybe your peers charge 100 per customer, but when you are just starting out, it may be 200.

Because the system is ruthless, the notes that peers have submitted in the past will naturally be ranked higher because of their high likes data and high estimated click-through rate.

New accounts can only win if they raise prices and improve the quality of their content, so keep the water boiling. In the first phase of the campaign, don’t worry too much even if the cost is high. The key is to see if there are any conversion results.

4. Execution

Whether it is a private message or an e-commerce customer, timely docking must be achieved. If there is no timely docking, don't advertise, and waste the cost of advertising.

Check whether your customer service's average response time is less than 1 minute, what your consultation scores are, and whether all your inquiries receive cold replies. These are all parts worth adjusting.

5. Product conversion rate

In the current marketing environment, everyone over-exaggerates the role of marketing and believes that marketing can create miracles. In fact, products are the biggest competitive advantage. If customers really come to the private domain, can they be converted?

Currently, information is becoming more transparent and users' judgment ability is increasing. Even if you deceive her once through promises in the early stage, it will be basically difficult to deceive her a second time. At the same time, she will spontaneously use social media to share and spread, polish and develop products, and improve product conversion rates.

6. Focus on important metrics

We must always serve the ultimate goal. Advertising is for conversion. The so-called exposure, clicks, and interactions are our first-level assessment targets.

We still need to look at the final ROI conversion, to see how many conversions and sales this campaign has brought;

See which customers can be converted to secondary products through this campaign. As long as there is hope, the campaign can continue.

7. Create a running volume template

As long as an account has 2-3 running volume notes, it can basically be invested in the long term. For each account, we need to find a unique running volume template.