13 micro-operations for Xiaohongshu’s effective advertising

In the process of advertising on Xiaohongshu, how to accurately locate and optimize efficiently to achieve the best advertising effect is a major problem faced by many operators. This article will reveal 13 micro-operation skills for Xiaohongshu advertising for your reference.

01. When different categories are placing performance ads on Xiaohongshu, the costs of different ad types (site-wide smart investment, search promotion, information flow promotion, and video flow promotion) are actually different. The cost of search promotion is not necessarily higher than others, so it is recommended that you prioritize testing the approximate cost of different ad types in your category during the placement process, and then adjust the role and budget allocation of different ad types based on actual costs and effects.

02. When placing performance ads on Xiaohongshu, the testing and elimination criteria for content materials need to be continuously iterated, especially for those plans that cannot directly see actual output, which need to be eliminated decisively to optimize costs.

03. If conditions permit, it is recommended that you bind SPU on the Xiaohongshu Focus Platform. After binding SPU, it will be helpful to accurately target the audience and optimize costs when launching full-site smart investments. I have seen many KA brands test it and the results are quite good.

04. In a plan, notes compete with each other (horse racing), and usually only 1-2 notes can make it to the top. Therefore, it is best to add only 3-5 notes to a plan. If the notes are of relatively high quality, it is recommended to create a separate plan.

05. There may be competition between different plans, and there may be weight issues between different accounts, so you can consider opening multiple accounts for testing and creating multiple plans for testing.

06. If the plan has already started to run and the cost and other factors are in line with expectations, do not modify the plan easily, as this can easily affect the planned run rate.

07. When launching products with a high decision-making cycle, you can consider creating a separate plan to use the keyword targeting in advanced targeting to accurately circle the people who have recently read, interacted, and searched for brand/product content, and repeatedly reach these people through high-conversion, popular content to improve conversion.

If your brand word is not in the vocabulary, you can upload the keywords in the form of a file. In this way, even if it is not in the original vocabulary, it will take effect after T+1 day.

08. Because the effectiveness of content will be affected by many factors, it is recommended to re-distribute past content every once in a while. You may be able to discover effective content that drives volume again, especially before a big promotion.

09. For newbies, there is a misconception that it will cost a lot of money to run performance ads. In fact, it is not true. If your content material is not good, unless you bid high, it will not be able to get out and you will not be able to spend money.

Therefore, it is recommended to give all notes the opportunity to test traffic as much as possible, rather than selectively placing them. Sometimes notes that perform well in natural traffic may not necessarily perform well in commercial traffic.

Secondly, if you are worried about running out of money quickly, you can consider setting the bid lower and then increase it little by little based on the sales volume.

10. All notes in the voting flow must, must, must do a good job of maintaining the relevant comments area, because at this time, every click and read is bought with money!!!

11. If you just want to increase the data of your notes, you can consider launching video streaming. The current costs of video streaming are relatively low.

12. If the cost of launching product promotion and collecting customer information is already relatively high, you can consider opening a store and selling products to test the sales and cost and target audience accuracy. You may get a surprise.

13. Refund process for Xiaohongshu performance advertising

Send an email to [email protected] to apply for a refund

Email subject: Performance advertising refund application-Xiaohongshu account name

Email content:

Xiaohongshu account name:

Professional ID:

Reason for refund (please explain in detail):

Refund amount and screenshot of original payment order & account balance: Alipay account and real name at the time of recharge (because the original return is required):

Bank account number (if the refund is from an overseas account, you also need to provide SWIFT CODE, bank address, and the currency of the other party's account):

Whether a refund is supported will be determined by the email reply. If approved, the refund process will be completed within 14 working days.