7 truths about Xiaohongshu

How can brands and businesses operate effectively and achieve growth on Xiaohongshu, a platform full of potential? This article reveals seven truths about Xiaohongshu operations, from dispelling the platform rules to giving up the fantasy of explosive articles, from the misunderstanding of enterprise account traffic to the secrets of high-conversion notes, and provides practical strategies and suggestions.

In recent communication with merchants, I found that everyone has many misunderstandings in operating Xiaohongshu. These misunderstandings make everyone hesitate to operate. Let's talk about 7 truths about Xiaohongshu operation.

1. Disenchantment with Xiaohongshu

The problem that most brands encounter is that the cost of existing traffic from Dianping and Tmall is getting higher and higher, and the volume continues to decline, so new channels are necessary to increase the volume.

At the same time, I am both excited and afraid of the Xiaohongshu channel. I am excited that it has new growth, but I am afraid that I will be cut by the rules of the platform and institutions. My understanding is, don’t think too much, just do it!

Register an account and start posting. If you want to expand your influence, you should invest first. After a small test, you will find that everything is not that complicated and you will be disenchanted by the platform.

2. Give up the fantasy of a hit article

What content will go viral? This is a question that operations managers often ask when I visit many companies. A viral article gives people impulse and fantasy, and a viral article seems to solve operational problems.

But the reality is, notes with conversions will not be very popular, and there may even be very little data. A truly popular article cannot bring conversions.

For those who have just entered the market, it is important to be clear that what we want to do is not to create a hit article, but to create a note that does not violate any rules, can be searched, and users can understand the product notes. That is enough.

3. Enterprise accounts have no natural traffic

Give up the idea of ​​using corporate accounts to obtain natural traffic. Once you have certified a professional account, you need to obtain traffic through investment.

Anyone who promises you that you can get traffic support by opening a professional account is a liar! Currently, apart from pitiful search traffic, enterprise accounts have almost no system recommendations.

The purpose of creating an enterprise account is to make the official account authoritative, bind offline stores, find influencers, and place advertisements, and give up the fantasy of a huge increase in traffic after registering an enterprise account. If you understand these, you won't be too entangled.

4. High conversion note features

High-quality Xiaohongshu notes usually have the following characteristics:

The title and cover catch people's eyes, the main text stimulates the desire to buy, and at the same time, it gives reasons for buying, repeatedly persuades people to dispel their doubts about buying, and various instructions urge people to place orders. After reading, users can complete the conversion in one go. An excellent note is a money-printing machine. When traffic comes, there will be conversion.

5. Innovation and reference from peers

Materials are the core of delivery. The background of the advertising material platform has provided information about where to find materials.

Figure: Xiaohongshu’s background data

Should we just copy it? If you copy it, the cost will probably be very high.

Because your peers have already accumulated likes and comments, and their estimated click-through rates are higher than yours, you can only continuously increase your advertising costs. We must innovate and learn from others to gain volume. How can we learn from our peers?

• Topic selection remains consistent: Topic selection refers to user needs. Since needs will not change in the short term, the topic selection remains consistent.
• Cover innovation: A high-quality cover has a high click-through rate, and it depends on whether the cover has core keywords;
• Content innovation: title, content and tags, whether there are keywords, which keywords are being seized by peers;
• Comment innovation: Peers are in the business of commenting, and whether they have incorporated user needs into their comments is worth studying.

6. Embrace advertising

Don’t be afraid of advertising. There are always businesses that mention advertising, and you immediately refuse, saying that we don’t plan to advertise and just want to rely on natural flow.

At this stage, no business can avoid using advertising tools, and advertising is also the best way to build scale.

Especially in the e-commerce industry, only advertising can enable goods to be sold on a large scale. The larger the scale, the lower the cost of goods.

The platform wants to make a profit, and is currently vigorously promoting advertising. Only by following the development trend of the platform can merchants get opportunities. If you just want to steal the platform's traffic, it will be difficult to avoid being blocked, and you will inevitably fall into a cycle of being blocked and starting an account.

If you want to achieve greater scale on Xiaohongshu, you need to understand platform advertising and how to use the tools.

7. Execution is everything

You don’t need to pay attention to various techniques and methods when doing Xiaohongshu. Just do it firmly and update one article every day. After three months, you will find that your peers have basically stopped updating, and you basically occupy the category words.

No execution, everything is 0.