Frequently asked questions on account location, drainage, operation, talent delivery and merchant operation of Xiaohongshu. ...

I. Account number problem (1) How to locate the account number? First, we should determine the first-class category, then the second-class category, and then determine the form and style of notes. 1, Category Status Little Red Book has 15 categories, including beauty and skin care, fashion wear, jewelry accessories, gourmet drinks, home improvement, preschool education, fitness and fat reduction, cute pets, travel accommodation, education/workplace, growth psychology, emotion, business finance, art design, digital technology, photography and so on. Whether we are bloggers or brands in the near future, the first step is to choose a big category and fashion to wear. Next, we should think about the second category, which is clothing, hairstyle, luggage, shoes and boots, accessories, fashion or others. For example, after choosing the second category of clothing, the content form of the clothing industry will be sorted out. In the clothing industry, there are fashion knowledge, matching scheme, ootd, clothing evaluation, clothing selection strategy and other content forms. At this time, you can choose your own shooting form according to the shooting difficulty, rising expectations and personal attributes. Then, after combining your own advantages and choosing a good style, you can use the search box to see which benchmark accounts currently meet your needs. This benchmark is mainly divided into three types. The first one, with a big V level and more than 20W fans, is an ideal goal, referring to its tonality and style; The second type, 2- 10W, carefully studies the subject to see how he shoots the cover and writes the title; The third type, 0-2W fans, is the key reference object, that is, the benchmark account, which is analyzed from six aspects: personnel setting, content, topic selection, explosion, fans and cash realization methods. Six elements of benchmarking account analysis: first, choose the big category, find the second category and find the benchmarking account. If we are determined to be an OOTD of literary and leisure style, then we should study this category and see what the basic scenes are. Indoor surrounding home+fitting room, outdoor surrounding street and fitting room are all good scenes. Think about what kind of innovation we should take to make users remember us. (2) Does the little red book need to be numbered? A: I reserve my personal opinion. I suggest that the personal number can send some functional notes that can cause interaction in the early stage, and the enterprise number can increase the activity of the account by sending small gifts. (3) What is the difference between personal number and enterprise number? A: There are two major differences in registration: personal mobile phone number can be registered, and enterprise number can log in to the background of Xiaohongshu professional number to submit relevant qualifications. The certification fee is 600 yuan/year, and it will be approved in about three days. Interest difference: 1, personal number interest: ① Open a potato shop and deposit 1000 yuan; ② Fans over 500 can put in French fries for content heating (without sponsorship); ③ More than 5,000 fans can enter the platform of Little Red Book Dandelion to accept the advertising demand of the brand; 2. Professional rights and interests: list of professional shops' rights and interests ① Multifunctional components: online shops and offline shops ② French fries promotion+advertising ③ cooperation, direct order cooperation through Dandelion Square ④ Lottery notes, free creation of a business topic ⑤ New product trial opportunities (shopping malls are needed) ⑤ Dynamic adjustment of data background and operation direction Generally speaking, enterprise number has more rights of marketing function than personal number. If they just record their own lives, it is unnecessary. Second, the traffic problem (1) Will modifying the notes affect the traffic? A: The notes have just been released, which means they are illegal and need to be revised for the second time. The little red book official gave us the opportunity to edit the notes again for our use, but the second revision triggered the review again, and the review time was slightly longer. This happened to my own account. Because of some keywords, the audit failed for nearly 1 hour, and then it was deleted and reissued. It is no problem to modify it. If it is not revised frequently in a short time, it will be fine. Whether to lower the weight depends on whether the revised notes are illegal. If there is no violation, it will be recommended normally. If the notes are revised too frequently, it will still have some influence on the weight. The more you review, the easier it is to find your violations. (2) Which third-party data analysis platform should I choose? Thousands of melons, gray dolphins, new list and Ian Star have all been used, and the analysis software on the market can meet your needs. Because there are many Ian stars used recently, I personally feel ok when I use them, because the exclusive edition members are also more expensive, and friends in need can buy them. (3) What is the proportion of small eyes, likes and comments? I think the reasonable value is for reference only. Small eyes/favorable rate is about 5%. If it is higher than 5%, it means that the notes are easier to interact. If it is less than 5%, it is judged whether there is interaction problem in the notes. Of course, this 5% belongs to middle-class notes, and most of the predictions are around 3%. (4) How to better test the cover map? The first thing to pay attention to is whether there is no traffic will affect the traffic. On the video cover, Xiaohongshu launched a cover test tool. Through the cover test of the Creation Service Center, when the video is released on the computer side, you can upload four pictures as the cover (1 default cover +3 pk covers), and the system will randomly show these four pictures to everyone. 10 hours later, the data with the best click rate will be selected as the final cover. Secondly, you can look at the "viewing" indicators of the past seven days through the Creative Center, or French fries or effect advertisements are all testing the click-through rate. The click-through rate is higher than 5%, indicating that the cover and title attract users. If it is less than 5%, there is still room for improvement in the cover and title of the note. As for the first note, as long as your account does not violate the current limit and there is no traffic, it will have no impact. 3. Violation of regulations (1) Is it risky for amateurs to promote the use of the same note? For the platform, it is best to be original, and try not to have the same pictures and words. Do a good job, video frame extraction, speed up and slow down to prevent being judged illegal. (2) Where can I see the search volume and portrait of a certain word? Through Ian, you can learn, click on the key words to see the portraits and the hot words at present, as well as the portraits behind them. Headphones Ian crowd keywords (3) How to avoid my immediate frequent violations? "My Time" guides users to pay attention, the diversion behavior will be re-examined, and the recent investigation and punishment efforts are relatively strong, and there are also cases of accidental injuries. If there is no diversion behavior but it shows violations, you can appeal. If private message forwarding is set successfully, you can't move it yet. If My Moment is promoted by selling points of normal products, but it is not diversion, you can continue to set it. It is suggested to set up your own product highlights, such as the account settings of "Good Algae Oil Amber" and "Dr. Nature" of natural bloggers. (4) Why can't I search for account notes? 1. These notes are illegal and are not included. You can search for title keywords through multiple mobile phones. 2, included, you didn't see it, try to enter more title keywords. (5) How to report the illegal content to 1 and whether there is any illegal content in the remarks, please click ... to comment on the reporting method in the upper right corner and select the reporting reason; 2. If there is any violation of user information or behavior, please click more in the upper right corner of the user's personal page, choose to report and choose the reason for reporting; 3. There are irregularities in the comments. Please hold down the comment and select the report in the pop-up menu; 4. There are irregularities in the private letter. Please press the private message and choose to report. (6) What should I do if my notes are copied/stolen? If you find that your notes have been plagiarized or stolen, you can click on the top right corner of the note details page of plagiarized notes and select Report from the pop-up menu. Please choose "copying other people's content" as the reason for reporting. Add a link to the original note, or add a picture of the original note, and the time when the note was published. After official verification, plagiarism will be dealt with. (VII) Whether the brand post-it notes collection can advertise the first category shall be examined in advance. If started, the operation will be audited first. At present, there are self-operated and agent-operated advertisements. From the operational point of view, it depends on whether the mailbox has official operation contact information and agency operation, which can be directly reviewed by the operating partner; When filing for the second time, click on the advertisement to see if it can be approved. It is difficult to directly mention other brands in the content. It is suggested that you can mention other brands with a trumpet in the comment area. It is suggested that all brand owners who make reports must look at the information flow. It is not for you to spend, but for you to dock with the official or agent, so that you can avoid the pit in advance when the talents are put in! ! ! Four. Product Operation (1) What product is Little Red Book suitable for? First of all, prohibited products are unacceptable, such as tobacco, medical health, gender, feudal superstition, high-risk safety and so on. The other three details judge whether the brand is suitable for xiaohongshu in the case of access. 1. Does the crowd match: Little Red Book users are mainly women aged 15~40, mostly in first-and second-tier cities and coastal cities. Users have strong spending power, and women-related categories are more suitable, such as beauty, clothing, bags, accessories and so on. 2, product positioning matching: Little Red Book is a platform that likes' exquisite sense', suitable for exquisite, lovely and ceremonial products, or products with strong functions and clear selling points, with high quality content. 3. Waiting time for planting grass: Xiaohongshu emphasizes planting grass and guides consumption decision-making, which is suitable for long-term endorsement of consumption and continues to spread. (2) What is more accurate in social interaction? Grab the top 30 notes that the "social app" praised the most in Xiaohongshu in the past 30 days. Notes derived from Ian data social APP data are sorted through talent distribution. It can be seen that the recent social apps are all released by talents, with the largest proportion of junior talents, and most of them are mainly recommended by apps. It is suggested that we can plant grass through early junior talents, let users search for app names, and then guide customers to try through enterprise numbers. Ian Data Talent Statistics (3) How to write a good explosive article? The premise of the outbreak is to think about your own positioning, what kind of people users are, and what benefits you can provide them. After the positioning is determined, let users perceive your value from naming, introduction and text. If it is curation, you can use XX to talk about curation, curation and so on. , and then let users see your notes on topics, cases, skills, strategies, etc. Your curatorial ability is particularly strong, so I must pay attention to you. (d) How can a new brand break new ground with less budget? In other words, it's better to have at least no budget. Depends on how you understand it. If your product has high value, great function and low price, you can basically crush your opponent, but more than 90% of new brands on the market can't be realized. Most of them only have advantages in one aspect. Therefore, in the initial stage of launch, you should polish the selling point of the product, preferably only 1 point, and then find 2-3 points to support it to form a pyramid of content dissemination. The little red book content dissemination room is on the budget. First test it with a corporate account, write 3-5 product notes and see the click-through rate of the notes. Then test it with French fries to see if you can make some explosive articles. For example, French fries are also very effective, and you can use information flow as weight. At the same time, find some amateurs to spread, do some basic word of mouth, and then find some KOC to evaluate, and do a good job in the basic volume of the brand. The overall budget for this series of actions is less than 10W. Through this first wave, we can verify whether the brand selling point is correct, and then make adjustments in the second stage. (5) How to organize and operate the accounts of tourism shooting enterprises? The first point depends on the current category and brand demand, planting grass or harvesting? For customers who want to transform directly, we can read some customer notes made by Xiaohongshu through the art star, and look at Hougu Travel Shooting, Unique Travel Shooting and Earl Travel Shooting respectively, and find that their notes are all distributed in the wedding record, followed by the wedding experience. Hot words in the tourism industry focus on "wedding photos", "travel photos", "photography" and "wedding photography", which can also increase the probability of notes being searched according to industry keywords. Ian Star Number-Travel Shooting Business Notes Issued Ian Star Number-Travel Shooting Industry Content Hot Words Little Red Book Travel Shooting Well done are Platinum Jue Travel Shooting, Photographer Travel Shooting, Unique Travel Shooting, Tangshi Global Travel Shooting, Sen Travel Shooting, etc. You can learn from it, export it to 10 before the explosion, and then study and sort out the imitation. Wedding records and wedding experiences are relatively easy for travel photographers to operate. It is worth noting that the notes are accompanied by 3-9 pictures to enhance the richness of the content. The pictures are arranged according to the content order or time order of the text, and the design style between the pictures is harmonious. Each picture needs to highlight the theme of the content, and the text of the notes can adopt the structure of total-sub-total. Highlight the main points at the beginning and end, and expand the details in the middle. You can use a playful and lovely oral style to enhance the appeal and ensure the user's reading experience is clear and smooth. Comment area is also an important part of notes, which can interact with users and guide customers to send private messages before comments. Regarding the release time of notes, some people say 8: 00 am, 5: 00 pm and 90: 00 pm, but personally, when to release notes depends on your actual situation. If you already have some fans, you can see when fans interact with you more frequently and choose a time when fans are more active. V. Talent Transportation (1) How to match head, waist and amateur? Look at the stage of your brand. If it is a new product and needs to be created urgently, what is most needed at this stage is that the target customers know about your product. You can choose amateur or koc to spread it. If you have a certain amount of brands and enter the word-of-mouth detonation period, you can increase the number of people. If the brand needs some kol endorsements during the launch process, it can appropriately increase some kol, which also depends on the company's launch budget. (2) Do people want to report it? If you want to find a talent, you should order or find an MCN organization in Dandelion. After the deduction mechanism of Xiaohongshu, it is recommended to register talents. At present, the crackdown on platform business is relatively strict, and you have to abide by some rules. If you want to plant grass without registration, it is recommended to do it in small quantities, and try to pay attention to the hardness and breadth of the content. (3) How did the collective brand pass the preliminary examination when advertising was placed? The first one is the trial in advance. If it is launched, let the operator help to review it first. At present, there are self-operated and agent-operated advertisements. If the operator has the official operation contact information of email address, it can be directly checked by the operation partner. When filing for the second time, click on the advertisement to see if it can be approved. It is difficult to directly mention other brands in the content. It is suggested that you can mention other brands with a trumpet in the comment area. It is suggested that the brand owners of all newspapers must open the information flow, not let you spend, but let you connect with the official or agent, so that you can avoid the pit in advance when you put in talents! ! ! (4) What cooperation notes does Little Red Book have? * * * Chuangxie is a brand-new effect trading model launched by Xiaohongshu Dandelion Platform. After the brand completes the Brief, the platform will be released, and then the blogger will register, which is somewhat similar to various announcements in the market. You can also charge according to the reading volume. * * * Introduction to Creating Cooperation * * * Creating cooperation is mainly divided into five steps: * * Creating cooperation steps. Brand click Dandelion to initiate cooperation, select * * * to create cooperation, fill in cooperation information, review the brochure on the platform, publish cooperation, and choose the quotation method in the background. At present, it is paid reading. The blogger registration platform intelligently distributes and adapts bloggers to make cooperative display notices. Bloggers accept cooperation and check the registration. The list confirms that the brand owner will delete inappropriate bloggers according to his own requirements, but not below the bottom line of cooperation, and the brand will send samples. Product delivery and experience brand orders, complete commodity delivery. After the publication of the cooperation explanation of submission and data accumulation, the reading data will be accumulated, and the brand will query the data in real time and charge according to the effect. 6. When will the information flow transfer (1) notes be transferred? There will be a small peak of note traffic within 48 hours after they go online, and then the note traffic will gradually decrease. With the operation of information flow, the flow of notes will further increase. The Life Cycle of Little Red Book Notes (2) The input stream is consumed very little. Is it the quality problem of the notes? It depends on several aspects. First, it really depends on the quality of notes. If the number of hits is less than 3%, it means that our cover and title have problems and need to be optimized. At present, the click rate of the market is 3%-5%. If the click-through rate is at a normal level, it is still impossible to get out. Then, let's see whether the account crowd is selected and whether the bidding setting is reasonable. If it is a search advertisement, it depends on how many keywords are added. (3) What are the differences between the spotlight platform and the previous one? It can be understood as a spotlight platform, similar to a huge amount of Sichuan, which integrates various e-commerce advertising capabilities such as DOU+, Luban and feed, and can not only divert water outside the station, but also divert water inside the station. Spotlight, a little red book, will integrate various delivery tools in the future, and its functions will be stronger. The upgrade point is hierarchical structure, directional ability and intelligent delivery ability, which is easier to operate. On the launch target, live broadcast and track functions will be added, which is also a new breakthrough. The new function of Little Red Book spotlight platform VII. French fries take-out (1) What precautions does French fries take-out suit? French fries can not only heat notes with good flow, but also test the quality of newly released notes, but only for notes within 90 days. What kind of notes are suitable for French fries: (1) newly released notes, or notes within three days, put the test content with French fries, watch their clicks and interactions, and immediately follow up the cover, cover and text adjustment. (2) Bills that entered the period of weak natural flow were revived. (3) Note that it needs to be drained. Now the new version of French fries can also be marketing. The difference between the new version and the old version can be seen from this article: the French fries in the tender version of Little Red Book are fully open! What's the difference between it and information flow? Eight, the mall problem (1) Xiaohongshu Mall has low traffic. What is the reason? First of all, the traffic of the mall mainly includes three parts: the community, the mall and the outside of the station. Xiaohongshu Mall has poor traffic at present, mostly because of notes. If you want to do it in Xiaohongshu for a long time, and the mall has a closed loop, it is recommended to use official marketing tools to boost it. French fries should be tested first, and the information flow should be amplified. (2) How to change Xiaohong Bookstore? Since August last year, the idea of "store number integration" has been put forward to encourage closed loop in the station. If your product is of high value and the price is between 50-200, and users are impulsive in decision-making, they can open a shop in Xiaohongshu, with a deposit of 2W and a commission of 5%. Specific shop opening process, open official website and click the merchant to settle in. How to log in to the small red book professional number center to make a deal faster? The traffic of the store mainly comes from the community+mall+outside the station. Judging from the current traffic, the community is the core traffic of the store, and the pre-budget is limited. It can be harvested through brand number and content marketing, in which the brand number is marked with a business card. Nine, the industry style of play (a) high-end furniture brands, the customer unit price is high, the station can not be traded, what should I do? This is really a difficult point! The cancellation of the private message exemption also shows the determination to close the trading cycle in the station. The essence of xiaohongshu is still planting grass, and it is still difficult to really trade in the station. If there are shops or small programs outside the station, turn the little red book into a decision-making basis through enterprise number and talent cultivation; There are small programs, you can hang small programs. (2) How should the hotel industry operate Little Red Book? The hotel industry suggests opening a shop on the home page and increasing offline stores to avoid the loss of users and save the cost of users' actions. The hotel account is set according to the comparison of the current explosion articles of Xiaohongshu Hotel. The explosion articles are concentrated in the hotel raiders and cultural scenery display, and the products are presented as content in the form of raiders or exhibitions. As for some skills in the content, this part is slightly longer and is used for private chat. At the same time, it is observed that about 80% of the interactive articles in the hotel industry are published by talents, so it is suggested to find some talents to cooperate at the same time. The hotel industry broke the news, and the specific hotel made a small red book, which was divided into three parts: understanding the platform; Know yourself; Know the user. Understand the platform: the platform has been changing in the station, like the camping in the fire at present, and it is also changing in the station. Because the platform controls the private message diversion, it will be converted in the station later. It is suggested to open a shop in Xiaohongshu through Taimu and the order. As for drainage, you can refer to "Hot Wilderness" and tell users how to make an appointment on the top note. Know yourself: To know the characteristics of your own products, whether it is price, special service, beautiful scenery outside the window or butler service, you need to know enough about the products and extract your own core differentiation advantages. Understand the users: What do users pay attention to when traveling at this stage, whether there are distinctive buildings in the city, and whether there is a collection of tourist attractions, list the concerns of users staying in hotels, and write down the solutions that can be solved. (3) How to promote work clothes in Xiaohongshu? Work clothes are mainly B-end, and the core is to get more orders. At this moment, we need to make more users pay attention to notes through explosions, and we will go to personal tailor. Let's take a look at the status quo of Little Red Book's work clothes, and note 30,000+in the station. Judging from the data of work clothes notes in the station, they are basically customized with trendy work clothes. Therefore, it is suggested that your products should conform to the aesthetics of users of Xiaohongshu trend. I found three cases of work clothes customization, hoping to help you. Judging from the current operation, it is suggested to use the company's professional number to make a case of high-quality work clothes customization. Write down the advantages of making overalls in the introduction, and then mark the address of the offline shop. In terms of content, we can focus on the production process or the upper body effect, so that users can feel the strength and trend of our brand work clothes, and may take the initiative to trust us privately.