The "dark operations" of Xiaohongshu that you don't know about

It is said that Xiaohongshu is the most difficult platform to mine public data among all content platforms, but all this will change after you recharge and consume. This article describes Xiaohongshu's "dark operation" and I hope it will be helpful to you.

Xiaohongshu is the platform with the least public data dimensions, the most lag, and the most anonymized data among all content platforms.

It is very difficult for civilian players to obtain accurate data from the Xiaohongshu platform (such as categories, competitors, and the overall market). The funniest thing is that membership in the Xiaohongshu third-party data platform is very, very, very expensive. Even if the data is not very accurate, because Xiaohongshu does not have so many categories, a lot of accurate data is very valuable. All information is hidden behind the data, which is more useful than reading a hundred articles on Xiaohongshu's traffic.

All this will change dramatically after you recharge and consume the focused information flow.

For example, when you spend more than 10,000 yuan on Dandelion on average every month, you will gain access to the Dandelion merchant content inspiration section, where you can use popular article templates at will, and hot words and opportunity words will appear before you.

For example, when you recharge a certain amount or consume a certain amount in Juguan, you will get the permission to query keyword popularity and population packages (there are many other tools, which I will not mention here). If you want to check how much search traffic a certain keyword has, or the number of users of a certain population, all of these can be achieved.

There are quite a lot of additional permissions like this. Today I will share with you the two permissions that you are most concerned about. This tweet may affect some people, so I don’t plan to keep it for a long time. Please forward and bookmark it.

1. Immunity from private message traffic diversion

All businesses that have gained customers on Xiaohongshu have encountered a problem: they are prompted with violations when they send private messages to users on Xiaohongshu. They are either banned or restricted, making it difficult to guide interested users to private domains on Xiaohongshu.

So what can we do? Can’t we acquire customers on Xiaohongshu?

Actually, it is not. Xiaohongshu is not only very effective in acquiring customers, but also has a low cost. Compared with Douyin, which is very popular, Xiaohongshu's customer acquisition cost is not too high.

There is only one missing link in the middle: Focus on recharging and consuming, and then opening the white, that is, private message drainage exemption

The following are the prerequisites, detailed below:

1) Open a professional enterprise account and a Juguang account

2) Recharge a certain amount (emphasis, please note!!! Many merchants recharge by themselves, in this case, there is no way to report it! It is best to communicate with direct customers before recharging. If there is no direct customer connection, you can contact us)

3) Continuous flow is no less than 100 per day

4) Start the campaign. During the campaign, merchants can provide unlimited V or other contact information to interested users.

A few notes:

1) Don’t believe those who say you can be exempted if you have a monthly budget of $1,000.

2) Do not stop after 3 days of abortion, thinking that you have immunity.

3) Be careful not to randomly invest just for exemptions. You can still get results with less budget and it is worth optimizing. Wouldn't it be better to get the exemption group while getting the results?

2. Access to the Good Product Experience Station

Many of you may have heard of the Good Product Experience Station for the first time, but it is a very important channel for small and medium-sized brands on Xiaohongshu.

I believe everyone should know what exchange notes mean. It is nothing more than a brand releasing a product and an influencer releasing a note. The product is exchanged for a note. Generally, influencers who are willing to participate in the exchange are some low-end and newly created accounts. The brands participating in the exchange are also some that do not have a particularly large budget and want to increase the volume of their products through the exchange notes.

But there is a problem here. In fact, this kind of replacement notes is also a soft advertising note, which may also result in note violations and brand deductions. It is not very safe for influencers and brands.

But with the right to enter the Good Things Experience Station, all this will change

First of all, after entering the Good Product Experience Station, brands no longer need to communicate with influencers one by one to see if they are willing to exchange. Basically, influencers sign up spontaneously at the Good Product Experience Station, and brands only need to send products according to the list and address.

Notes published in this form are not considered to be reported, but they are not considered to be soft advertisements. As long as the interest statement is marked, it is risk-free for both the influencer and the brand.

The following are the prerequisites, detailed below:

1) Open a professional enterprise account and a Juguang account

2) Open an official store and list related products

3) The products must be new products within three months.

4) The recharge amount of Juguang is more than 10,000 yuan, and there is a certain consumption (no clear requirement, gray area)

5) Participate in the monthly plan through direct customers or agents

A few notes

1) Experience officers are selected by the platform and brands cannot interfere with their notes

2) After the note is published, you can view the experience data in the Brand Cooperation Platform > My Cooperation > New Product Experience

Author: VIC's Marketing Thinking

Source: WeChat official account: VIC’s marketing thinking