Not every popular article can drive conversion

This article provides optimization suggestions for the poor traffic of Xiaohongshu's seeding notes. It is recommended for reference by all brands operating Xiaohongshu.

There are many popular notes, but the community and Taobao search are indifferent. Most brands that have collaborated with influencers on Xiaohongshu should have encountered this situation.

In fact, it is very easy to solve. Most of the problems can be solved by adjusting the note review, so I won’t make it too complicated. I will just give you some suggestions from the note level.

1. No keywords = no investment

Some soft-advertising note experts are reluctant to insert brand and product words during initial communication, usually because they are worried that the platform will identify them as soft-advertising and affect their accounts. This situation does happen, but the probability is not very high. As long as the number of brand-related notes posted each day is not large and the notes are not maliciously reported, there is a high probability that there will be no problem.

However, if this note does not include keywords, the effect on the brand will be very limited. Therefore, if you want to achieve a grass-planting effect, adding keywords is a step that must not be missed or compromised.

What problems will arise if no keywords are added?

1. Recommended traffic is not accurate enough

According to Xiaohongshu’s “label-to-label” distribution logic, if a note does not add product keywords, this note will not be recommended to users who have a need to buy a projector. It will not reach potential consumers and the grass-planting effect will be greatly reduced.

Of course, the audience of this note may also be tempted by the product, but even keywords are not added, and the communication points of the product are probably not mentioned at all. In this case, it is difficult to bring about effective promotion.

2. No search traffic

Not adding keywords means that you cannot search for notes by keywords, and there is no search traffic at all. You should know that the average daily traffic of the discovery page and the search page is almost the same. The search traffic is not only not less than the recommended traffic, but also more accurate. Therefore, search traffic must be obtained.

3. Irrelevant content

The title is irrelevant, the content does not include product introduction, and even brand words and category words are not mentioned. The note topic is unclear, the content is lengthy, or the product information is at the end of the video or accounts for too little of the overall content. Most discussions in the comment section are also unrelated to the product.

The above situation should be more or less encountered by brands that have made notes on cooperation with influencers on Xiaohongshu. The data may be good, but the relevance to the product is not very large. They are all typical invalid notes.

2. How to solve the above situation?

The core reason for the above is that the topic and scenario of the content are wrong. Whether it is soft advertising or reporting, it must be centered around the product usage scenario, corresponding to user needs, and speaking the right communication points in the right scenario. This must be the tone of every cooperation note.

If it is a soft advertising note, use a third-person perspective to talk about your own usage experience. It can be good or bad, but the good parts should try to stick to the product communication points in the Brief. After reading the overall content, it is enough as long as you feel that the good parts outweigh the bad parts.

If it is a report note, use the first-person perspective to explain the reasons for the recommendation. In-depth usage experience or in-depth evaluation are fine. Don't talk too much about communication points. Talk about the opposite rather than talking more. Just integrate all the communication points into your own language style.

Secondly, you must pay attention to the guidance of the comment area. This is very important. When our company purchases expert resources, we will communicate with the comment area together. If you do not cooperate with the guidance of the comment area, we will not purchase it.

Our own method is to use our colleagues' own accounts to interact with experts, and ask in the comment area about purchase channels, usage methods and effects, etc. Of course, we must be careful not to overdo it, create a real interactive atmosphere, and then let the experts reply one by one.

Author: Vic

WeChat Official Account: Vic's Marketing Thoughts