If brands want to do well on Xiaohongshu, they must understand these logics!

This article will explain how to effectively promote products on Xiaohongshu. It will first analyze the characteristics of the Xiaohongshu platform and then explain what brands need to know if they want to deepen their presence on Xiaohongshu. This article is suitable for brands that want to promote and operate on the Xiaohongshu platform.

The traditional e-commerce model can only generate consumption based on user demand, but Xiaohongshu's approach is to leverage users' sharing of their lifestyles of eating, drinking, playing and shopping on Xiaohongshu, and to drive consumption through sharing. This approach has a better conversion effect than traditional hard-implanted advertising.

Therefore, more and more brand advertisers regard Xiaohongshu as a new platform for seeding. So how can brand owners "effectively" seed the market on Xiaohongshu?

1. Xiaohongshu is a platform that deserves attention, in-depth cultivation, and is a good platform for making money

1. Weak platform ecology

Xiaohongshu's official platform has been repeatedly swayed, policies are unpredictable, and the platform's macro-control ability is poor, but the weaker the platform, the greater the opportunity. For example, if Douyin is too strong, all ecological participants will be thoroughly exploited.

2. High user value

High-end cities have strong purchasing power, are open to new things, and most importantly, are not pushy. This type of user group is the one that many brands want to recruit on Douyin but cannot be identified even if they spend a lot of money. However, on Xiaohongshu, this is the basic user group, and this is the real bonus of Xiaohongshu.

3. Equal distribution

Xiaohongshu is very friendly to new accounts. It is very difficult to create an account on Douyin today, but on Xiaohongshu, even if your notes are bad, they will still be distributed, just more or less. Please note that although Douyin also has basic distribution, Douyin only promotes bot reading and interaction to new accounts, which is not of much value. Xiaohongshu really distributes to real users.

Therefore, if you are a merchant with high customer spending and target first- and second-tier cities, or your consumer group is mainly female, or if you are an expert in the workplace, chicken soup for the soul, beauty, skin care, studying abroad, and financial management who continuously shoots short videos, please pay attention to Xiaohongshu and delve deeper into it.

2. If brands want to achieve deep results on Xiaohongshu, they must understand the following 4 points

1. SEM

Many brands will ask how to display their notes when searching for their core keywords, which is the concept of "inclusion" that is popular in the industry. As everyone knows, as long as the notes do not violate regulations, they should be displayed in relevant search results. However, due to the influence of the natural algorithm of "thousands of people, thousands of faces", it is very difficult and unscientific to block search terms by trying to create explosive articles (brushing is useless). Under the current traffic cost, instead of blindly spreading the volume and relying on luck to create explosive articles, it is better to bid for the most certain search terms with the best SEM cost.

2. Thousands of people have different faces

Using paid traffic to leverage free traffic Xiaohongshu is a comprehensive media platform, and all algorithms contain factors such as author relevance, content industry relevance, time relevance, etc. Therefore, top players must know how to leverage valuable natural traffic: use paid traffic to push their high-quality content to more potential relevant target users, generate accurate user relevance, and cleverly use algorithms that take into account different people.

3. Search

Search is the beginning of planting grass. Xiaohongshu is now gradually replacing Baidu and becoming an indispensable link in the user consumption decision-making chain. No matter which channel the brand attracts the user's attention, the user will search on Xiaohongshu: brand words, competitive words, core words, large category words, crowd scene related words, all of which must be paid attention to by the top players! Position determines user cognition, the more forward the position, the higher the click-through rate. And because of the exposure and clicks of search results, it will reversely leverage the brand's degree of planting grass among users, allowing information flow to reach target customers at a lower cost.

4. Content is king

Without high-click notes, everything is nothing. Just remember, the higher the click-through rate of the material, the lower the marketing cost! Whether it is information flow or search, the first priority is to optimize notes. The click-through rate of notes is much higher than that of product cards and front-link pictures! The closer to the original content of the Xiaohongshu community (recommended notes from the user's perspective), the easier it is to achieve unimaginable promotion effects on Xiaohongshu. It must be noted that different display channels have different click-through rate assessments, and don't blindly refer to the constant coordinate system.

Author: Vic WeChat Official Account: Vic's Marketing Thoughts