It is easy to promote products, but difficult to promote products online. This is an inevitable problem for Xiaohongshu.

This article explains why Xiaohongshu is suitable for content seeding but difficult to do e-commerce. First, it explains the method of content seeding on Xiaohongshu, and then explains what problems should be solved if you want to do e-commerce on Xiaohongshu. This article is suitable for people who want to do e-commerce and provides a new e-commerce idea.

It is a consensus that Xiaohongshu is suitable for content seeding.

How to seed content?

First there is a lot of content exposed, then there is content that goes deep into people’s minds.

Therefore, exposure of a large amount of content is a prerequisite.

1. How to achieve “massive content exposure”?

Two aspects: content quantity and exposure efficiency.

1. The amount of content, how to increase it

It is necessary to organize enough content creators to produce a large amount of relevant content in a short period of time.

If you look for big Vs, the cost and efficiency will discourage many brands from placing ads. It is too expensive, and the communication and execution costs are also high, which will lead to low ROI.

It’s just seeding the market, and it hasn’t reached the transaction stage yet. If the ROI is low at this point, it’s not worth doing.

At this time, the value of KOC in Xiaohongshu comes into play.

Low number of fans, strong willingness, certain creative ability, and the entire KOC group is large. As long as the brand quickly finds enough KOCs, the problem of content quantity is half solved.

The other half of the problem is the issue of content production efficiency, which requires short-term and fast results.

Xiaohongshu has an advantage again, because it can post pictures and texts. The production cost is much lower than that of short videos and live broadcasts, and it can be posted on the same day.

Moreover, the rules of Xiaohongshu's popular notes (that is, pictures and texts) have been broken down very clearly, and KOCs all know how to do it.

The issue of the amount of content that can be used to promote something can be solved here.

2. How to ensure exposure efficiency?

The core of efficiency is precision. For short video platforms, the precise ranking is: public domain (discovery) < private domain (attention) < search

Therefore, for brand owners, the presentation effect of the large amount of grass-roots content released by KOC on the search results page is more important because the exposure efficiency is higher.

At this time, Xiaohongshu’s advantage appears again, which is its high search penetration rate.

The data obtained before was 40%, that is, 40% of DAU will use the search function, so the search results page is also a content distribution pool.

As long as KOC pays attention to keyword settings and the correspondence with the content when producing content, it will be fine.

As long as you do the above two points well, you will have the opportunity to obtain "a lot of content exposure", and brand promotion will have the premise for success.

In the above part, Xiaohongshu has absolute advantages, which has been verified many times.

2. Is Xiaohongshu suitable for e-commerce?

Not sure, at least it has not been verified yet, and there is no consensus in the industry.

To do e-commerce well, you must first have high-quality merchants. On short video platforms, merchants exist in the form of anchors, some of whom are individuals and some are brands.

Does Xiaohongshu have high-quality anchors to do business?

There certainly weren’t any before. There were KOCs who were content seeding, which was mentioned above as an advantage before.

3. Can KOCs become e-commerce anchors?

First, the requirements for professional ability are different; second, the ability to obtain traffic is required. Most KOCs do not meet these two requirements.

The difficulty of Xiaohongshu e-commerce lies here. The core content accumulated previously

Creators cannot be e-commerce anchors. However, e-commerce is something that short video platforms must do to realize commercial value.

The lack of capable and willing merchants has become a bottleneck for Xiaohongshu's e-commerce business.

4. How to solve this problem?

The reason is very simple. If your platform doesn’t have it, just look for it outside.

Of course, we cannot go out and dig one by one. The correct approach is: benchmark + policy + tools.

This is something that Douyin has already done, and Xiaohongshu can completely follow suit.

1. Benchmark

Those who make money through e-commerce on the Xiaohongshu platform are successful cases. For example, Dong Jie and Zhang Xiaohui, who are currently in PR, made up to 60 million in a single session.

A good role model is one that can be understood, gives people hope, and makes them feel that they can do it too.

Therefore, Simba from Kuaishou is not a good role model and no one can learn from him.

But Dong Jie of Xiaohongshu is a good example. Her live broadcasting method and product list are understandable to the industry and it is not difficult to imitate her.

2. Policy

Here we are referring to the platform policy, which is mainly about traffic support. In addition to the traffic coupons given by the operator, there should also be a bias in the algorithm.

Policies are usually announced through platform meetings or other official channels.

However, there have been too many such conferences and the industry no longer takes them seriously, so this policy must be made known to everyone.

For example, content with links gets significantly more traffic.

3. Tools

A plus point, after all, not everyone can make tools as good as ByteDance.

There is definitely an opportunity to poach merchants.

The most suitable group is the mid-level anchors of female categories on Douyin.

They have ready-made abilities and have been trained on Douyin. But they are not the top players in Douyin, so they will definitely want to seek better development.

They and Xiaohongshu are each other's best choices.

Author: Han Xu, WeChat public account: Operation Dog's Work Diary