The way to play Xiaohongshu has changed again in 2024

In the business ecosystem of Xiaohongshu, many businesses attract traffic and acquire customers through various means. However, Xiaohongshu has recently strengthened its supervision, and businesses have to re-examine their traffic diversion strategies. This article discusses how to adapt to the new gameplay changes of the Xiaohongshu platform, efficiently achieve traffic diversion, and ensure conversion effects. Let's take a look at how businesses can better grasp the business opportunities of Xiaohongshu.

Have you/your team had several accounts blocked due to serious violations?

Does your account often receive platform warnings : This account has transaction diversion information?

Does your notebook usually not exceed 200 ?

Yes, recently, both the students who come to the training center for planting grass and the friends around me who use Xiaohongshu often make such exclamations.

There are many businesses that get free customers on Xiaohongshu, especially small businesses and merchants that are just starting out. They will choose to harvest traffic and customers on Xiaohongshu. However, is this method really accurate? Is the traffic diversion method really safe? And is the conversion rate really good?

Therefore, merchants need to think about whether this method of traffic diversion is really safe and feasible, and whether this method can achieve the expected customer conversion.

Of course, while the platform restricts you from directing traffic outside the site, it will also give you some options to achieve a win-win situation for merchants and the platform.

Therefore, Xiaohongshu has come up with a new way to divert traffic.

What is it? Let's take a look at it below.

1. Xiaohongshu has a purpose

A friend of mine who runs a clothing brand told me that recently, Xiaohongshu has become more and more strict in checking and directing traffic. Whether you send pictures or single letters, it can be easily detected by the background. In less than half a day, you will receive a violation reminder.

This means that the path for merchants to acquire more customers on Xiaohongshu has become more complicated.

If you don't follow the platform trends, acquiring customers through free traffic will require more time, manpower and money costs.

In the commercial environment of Xiaohongshu, acquiring customers through free traffic will no longer be the only option.

Of course, paid channels can also obtain more accurate and high-quality customer information.

2. Xiaohongshu updates its private messaging system. What’s the purpose?

In August 2024, Xiaohongshu launched [Private Message]. Only three months later, Private Message was updated again. What new capabilities will it bring to enterprises this time?

First of all, let’s talk about what private messaging is.

Simply put, Xiaohongshu is a platform used to connect businesses and consumers and promote conversion transactions.

In one day, it will be 2024, and Xiaohongshu's traffic diversion method will also have new updates. After January 2, 2024, private message diversion can only be made after the consumption reaches 1,000. If the consumption does not reach 1,000 within 30 days, the diversion will be punished, and the cancellation of the punishment will not be supported.

In other words, in order to attract more customers on Xiaohongshu, merchants must place advertisements on the platform and spend a certain amount of money.

When facing updates to private messaging, merchants on Xiaohongshu need to consider their own actual situations more comprehensively.

For some merchants that already have a certain influence on the Xiaohongshu platform, this regulation may be able to better regulate traffic diversion behaviors and improve the quality of traffic diversion.

However, it may be a challenge for some start-ups or businesses that have just entered the market. Before they get a certain amount of customer capital, they need to consume first, which means that every penny must be spent wisely. They need to consider the issue of advertising costs more carefully, and carefully consider how to achieve consumption targets within a reasonable range, and thereby achieve more effective customer flow and conversion.

For businesses to successfully respond to these changes, it is essential to have a deep understanding of the new gameplay and respond flexibly, but they must pay attention to methods and approaches, rather than using brute force, and look for smarter and more effective promotion methods.

Simply put, grasp the changes in the rules and find better ways to promote, so as to achieve the expected diversion effect and precise target audience.

What do you think about the update of Xiaohongshu private messaging? Let’s discuss in the comment section.

Author: Zhuang Jun

WeChat public account: Zhuang Jun (ID: zhuangjunweixin)