In 2023, the top ten operating trends of the Xiaohongshu platform [recommended collection]

The epidemic will finally end at the end of 2022, and 2023 looks bright. Then this year’s Xiaohongshu platform will also undergo major marketing changes. In 2022, many things will happen on the Xiaohongshu platform: the definition of French fries has been adjusted, the entry threshold for Dandelion bloggers has been changed, and the spotlight has been released. The platform has implemented a new Dandelion Health sub-brand violation grading operation mechanism. These changes have made Xiaohongshu more complete, and the business model has become clearer. Today we will talk about Xiaohongshu’s 10 major marketing trends in 2023.1 Content Iterations are accelerating and the life cycle of bloggers is shortened. Most of the Xiaohongshu bloggers currently in the active stage will only start operations in 2021 and 2022. What does this mean? I think it illustrates two points. The first is that the Xiaohongshu platform is friendly to newcomers. After all, it is not friendly to newcomers. Without allocating traffic, newcomers will not stand out. Of course, this friendliness is not only traffic-friendly, but also revenue-friendly. There is no traffic but no revenue. It also cannot attract new bloggers to stick with it. The second is that the life cycle of Xiaohongshu bloggers has begun to shorten. In the past few years, Xiaohongshu was more like a niche community product. The active people in it were all acquaintances. Every day, you could see what these old friends were doing and where they went to play. , what products to use, these old bloggers are like wine, the longer it gets, the more fragrant it becomes. However, after Xiaohongshu has adjusted its business pursuits and product forms, Xiaohongshu is now completely a social platform for the public, not a small circle. The number of users is large and the flow is fast, so the demand for content has naturally become greater. , these users do not continue to follow the preferences and feelings of the original users to watch old bloggers, but are brand new, looking for new content to match their own needs based on current needs and preferences, and do not care whether you are old or not. Over the years, the iteration speed of content has naturally accelerated; for example, in the past, a content script that met user preferences could be used for half a year, but now it needs to be changed every three months at most, otherwise other bloggers will Imitation, and users also find it boring and boring. If they continue to use it, the traffic will gradually run out, forcing them to change. Old bloggers, those who can keep up with this content iteration rhythm and continue to grasp the current user preferences can continue to be bloggers; those who cannot keep up are normal and will naturally have to leave, so bloggers The life cycle is also shortened. For example, suppose that the former Xiaohongshu blogger could work for 2-3 years once he became famous, but now he might be finished after working for one year. There are many reasons for ending being a blogger. For example, you can no longer continue to be a blogger, or you don’t want to do it anymore, or you are doing too well and have gone to do something else. However, most of them do not continue to be bloggers. The reason is that it was still unable to keep up with the content iteration speed on the platform. It was defeated and could not capture the current user preferences, so it was forced to quit. Just like celebrities, when television was the core media a few decades ago, once a celebrity became popular, he could stay popular for many years. But now that the Internet is the core media, if you want to be popular today, you will be cool tomorrow, and who will be popular the next day? Remember this person? A truth. I believe that some people who have been bloggers in Xiaohongshu for two or three years have the most say in this trend. For example, if you look at some of the bloggers around you, are a large proportion of them not doing it anymore? Or take a look at the bloggers you are hanging out with now. Are they all more recent in the past two years? I believe the answer is "YES". According to my observations, the second half of 2022 will be the period when the life cycle of bloggers shortens the fastest. You can close your eyes and think about whether you feel this way. After reading it, do you think Little Red Book is a bit cruel? Is there such a big competition? So much pressure? But don’t sigh in a hurry, because for any video platform, this kind of thing is inevitable, and not having it is abnormal. And even so, the life cycle of Xiaohongshu bloggers is much longer than that of Douyin, and the content iteration speed is much slower, because Douyin has a larger number of users, and the browsing mode based on video streaming is also better than Xiaohongshu’s dual-screen browsing. The demand for content is greater, so Douyin is even more cruel than Xiaohongshu. But does this mean that Douyin bloggers doing Xiaohongshu are a dimensionality reduction attack? Easily kill Xiaohongshu bloggers and take the lead? The answer is not. I have observed the operation of Xiaohongshu by many auto industry bloggers who are popular on Douyin. They are basically tepid, which is very different from the situation on Douyin (I also observed multiple categories at the same time, Not only cars, the situation is the same), this also shows that the consistency of the content model of Douyin and Xiaohongshu is very low. The effort required by Douyin bloggers to run Xiaohongshu well is not low. Dimensionality reduction cannot be achieved simply by moving the content over. (Except for entertainment, variety shows, and pet categories) So I predict that the content iteration speed of Xiaohongshu in 2023 will be further accelerated, and the life cycle of bloggers will be further shortened. However, due to the end of the epidemic, purchasing power will gradually recover. This speed Not anytime soon, at least not faster than the second half of 2022. So as a blogger, you don’t need to worry. It’s just that when you are a blogger, you have to have such psychological expectations. After a few months of being popular, your traffic will drop, and you can’t sleep every night. You always feel like you are being cheated. The platform has targeted it, so you might as well take it as a reminder that it’s time for you to completely adjust the content. 2. Bloggers can monetize more. As a blogger, sharing content on Xiaohongshu is one, and earning revenue is the other. Therefore, monetization is a topic that bloggers cannot do without no matter what. In the past, Xiaohongshu bloggers could only rely on advertising, and the rules were not clear, but now the situation is greatly different. I will tell you from two aspects.

1) Blogger monetization business model The business models for Xiaohongshu bloggers to monetize are obviously increasing. As I wrote before, bloggers used to mainly rely on advertising, but now advertising is only one of them. In addition, you can also open a store to sell goods, live broadcast/short list delivery, and sell columns as a column, etc. are all optional methods of monetization. However, currently, receiving advertising is still the core choice for more than 90% of bloggers, and other monetization ratios are not high. 2) The monetization business environment of bloggers. The monetization business model can run smoothly, but it does not mean that it can run well, because whether it can run well depends entirely on the perfection of the business environment. For example, reporting notes is what Xiaohongshu has always existed. business model, but none of it was running smoothly until 2022, when the Dandelion platform perfected multiple cooperation models and multiple rules and requirements, and reporting began to be less resisted by bloggers/brands. Started to spontaneously choose to report notes. So from this point of view, Xiaohongshu’s business model is becoming more and more complete, and the rules are becoming clearer, allowing bloggers to monetize their business more smoothly. In 2023, I predict that Xiaohongshu will do more exploration in the blogger monetization model. For example, bringing goods. The delivery I am talking about is different from the previous small list and live streaming. The small list is a way of bringing goods that obtains the purchase entrance through search. I have to say that it is really troublesome, and every operation is complicated. Each step is a powerful tool for losing users. As for the live streaming of products, we cannot say that there is anything wrong with Xiaohongshu’s live streaming products. We can only say that most users of Xiaohongshu have clear purchasing purposes and do not need to “bring” them in the live broadcast. On the contrary, it is more appropriate to directly and crudely provide purchase entrances. Users’ expectations, so why can’t the notes be shipped directly? (Currently, you can only list products from your own store). Why can’t you bring ordinary notes to products from other stores, and let users earn commissions at the same time? I guess Xiaohongshu is worried about bringing goods to everyone, and every note is like an advertisement. But suppose we understand this problem from another angle and only provide users with the products that appear in the notes as "basic note information", then users may also It doesn’t feel like an advertisement anymore. The information is comprehensive and rich, which is more helpful for users to judge whether it is a product they should buy. Therefore, I believe that it may not be far away from earning commissions through notes on Xiaohongshu. This will also become a A big step forward for Xiaohongshu’s business model. 3. Travel recovers, bringing new opportunities. When the epidemic is over and the economy recovers, travel will definitely bear the brunt. It has only been one month since the epidemic ended, and tourism during the Spring Festival has fully exploded. Hotel rooms in many tourist cities have been hard to find. According to relevant statistics, the number of tourists has recovered to more than 90% of the same period in 2019. It can be seen that travel has not only recovered, but also recovered. The speed is still very fast. But let’s not digress. Let’s go back to Xiaohongshu. Travel was the top three categories on Xiaohongshu before the epidemic. So when travel resumes, I think Xiaohongshu can bring at least two major benefits. First: good traffic. Let’s not talk about making money. Travel at least provides a huge traffic contribution to Xiaohongshu. After all, these users use Xiaohongshu because of the travel guide (believe me, Xiaohongshu is definitely better than other travel guide products) and think it is pretty good. , then the retention rate is still quite high. The needs of these users will also be transferred to all aspects of life, such as cooking, choosing a restaurant, etc., which will drive the overall traffic growth of Xiaohongshu. I personally recommend other categories. Bloggers should applaud Xiaohongshu travel bloggers, they are benefactors. Second: Good for bloggers. The recovery of travel means that users have a lot of demand for travel again, but the demand for travel naturally requires a lot of travel guides. In view of the fact that travel content updates have almost stagnated in the past three years, travel content is currently quite scarce. If users have demand, then The content of travel should also meet the needs. This creates the opportunity for a big travel blogger to be born. Under normal circumstances, this opportunity is unlikely. Take mother and baby as an example. If you enter now, you must compete with other people. Bloggers are fighting for it, but travel is currently blank. Bloggers can still take advantage of the first-mover advantage, which is a rare opportunity. But I still have to remind you that being a shop-exploring blogger is not the same as a travel blogger. In 2019, there were some bloggers who occasionally went on a trip and posted some store-exploring notes when they had nothing to do. They told me that they were travel bloggers. Lord, this is not the same thing at all. Travel bloggers need to continue to travel, and at the same time be able to make unique features in travel locations and travel experiences. They need to be social experts, and they must be able to toss. For example, many travel check-in points are empty and there is nothing around them. Traveling for several hours just to take a photo in one minute is impossible without struggling, and you need to be able to persevere. 4 Tandian Laofengkou Tandian is a category that has gradually emerged on Xiaohongshu in the past two years. Last year, I predicted in my article that Tandian would explode in Xiaohongshu. This prediction was not wrong. Tandian will open on 22 In 2020, it has completely reached a new level. In the past, catering companies were busy going to Douyin, but in 2022, they also began to discover that Xiaohongshu is a miraculous place, and began to invest heavily in promotion. I have evidence for this. As we all know, Xiaohongshu's business speed has always been slower than other platforms. However, the Dandelion platform also launched a "store exploration recruitment" cooperation method some time ago, which shows the great potential of the store exploration category. However, Tandian is somewhat different from other categories. Customers in other categories hope to find KOLs to amplify their voice as much as possible and transfer the KOL’s trust to the brand. However, as for Tandian, customers basically don’t care about KOL or KOC. , just be a blogger anyway, what they want is the number of people, and what they want is the feeling that the store is overwhelmingly on Xiaohongshu.

Therefore, KOC bloggers who visit stores will become the bloggers with the best monetization in this category, better than amateurs and better than KOLs, that is, between 10,000 and 50,000 fans. And as Xiaohongshu attaches great importance to it, just cooperating with content-embedded advertising may not be enough. "Catering group buying" like Douyin may also be put on Xiaohongshu's agenda. Of course, I have no evidence at the moment, only imagination, but assuming that I will definitely have this function, after all, Xiaohongshu holds a good card for exploring the store, whether it is the number of users watching the store or the bloggers The numbers are completely abundant. Doing such an action is letting nature take its course, and at the same time you can get a commission for group purchases. Why not? (However, this will test the operational capabilities. Merchants need to be persuaded one by one and actively brought in. They will not take the initiative to deliver products to your door like consumer brands.) So I predict that the store exploration category in 2023 There will be further developments. Without the epidemic, bloggers will be more stable. Since merchants prefer large numbers rather than fans, store-exploring bloggers may become a side job for non-professional bloggers to do when they have nothing to do, such as a student bar, where they would normally eat and drink. It’s normal. Now you can earn thousands of dollars a month (or even tens of thousands) by taking photos and sending notes. Why not? 5 Traffic price, which is more expensive. On an Internet platform, traffic is the end point of all efforts. Whether it is content or fans, in the end it is nothing more than gaining traffic; but many people will mistakenly think that traffic is free, but this is Serious misunderstanding. For example, many years ago, everyone thought that listening to music was free, but in fact it was just some platforms bearing the cost for you. Some partners still have doubts, so I don’t spend money to buy traffic now. Once you take notes, there will be traffic, right? Yes, but the reason is that sending notes = producing content, and content takes time, so you are not free, you just replace Xiaohongshu’s traffic with content. Assuming that the notes are effective, then Xiaohongshu will It is equivalent to investing in traffic, because you can bring more traffic to Xiaohongshu. But in the final analysis, these traffics have their own costs and are not free. Now, the growth of Internet users has slowed down and has even bottomed out. The overall business environment is not good, and the platform has to live on a diet. Therefore, it is inevitable for Xiaohongshu to make money, and the proportion of investment in traffic will gradually begin. Shrinking, on the one hand, the increase in traffic is less, on the other hand, the platform has to start making money, and it is natural for the traffic price to become higher. But that's it? No, what’s more important is that consumers are faced with a large number of homogeneous products, and brands need to arrange multiple touch points in the user’s consumption journey to achieve conversion. Data shows that users need to go through 5.2 touch points per person from generating interest to finally making a purchase decision. The increase in touch points has further increased marketing costs. In previous years, this touch point only required about 3. Now brands need Purchase more traffic to close the deal. The above "points" are constantly increasing the traffic price of Xiaohongshu. The only way to reduce the traffic cost is to have a new platform revolution, but platforms such as Douyin, Xiaohongshu, and Kuaishou They have been in existence for nearly 10 years, and no trace of the latecomers can be seen. The revolution is something that everyone will not be able to see in the short term. So the conclusion is that the traffic of Xiaohongshu will become more and more expensive, but fortunately, you saw my article this year, and you can enter the market immediately. There is no need to envy others who made Xiaohongshu last year, as long as you enter immediately, Next year, others will envy you, because from today's point of view, Xiaohongshu's traffic price will increase every year in the future, so today and every day in the future will be the lowest price of Xiaohongshu's traffic. 6. Reporting notes have become mainstream. Reporting notes are content cooperation with the Xiaohongshu Dandelion platform. In other words, they are advertising notes placed through the official platform. In the past two years, if someone told you to register in Xiaohongshu, you would almost get a double eye roll, but now, it is different. In order to ensure that users can use the Dandelion platform, Xiaohongshu has made many rule adjustments, such as: 1. Weakening the cooperation standards for reporting notes 2. Improving the cooperation process for reporting notes 3. Increasing Dandelion health points to combat soft advertising 4. Adding Points for brand violations, cracking down on soft implants at the source 5. Lifting the threshold for fans to join Dandelion (from 5,000 fans to 1,000 fans) After taking these actions, the pain points have almost been solved, and the brand has begun to be willing to report and take notes, although it is true that There are some additional handling fees, but it has to be said that there is an essential functional gap with non-reporting notes. For example, first of all, non-reporting notes will limit traffic or even punish the brand, and it is also impossible to pay for traffic, but reporting notes It can be used as material to deliver performance ads. Theoretically, one popular article can buy unlimited traffic, which is lower than the cost of obtaining traffic for a new note (regardless of the significance of multi-user word-of-mouth). At the same time, it can achieve 99.9999% inclusion, which is also better than notes that cannot be included. Much more meaningful. Therefore, the proportion of reporting notes will continue to rise in 2023, especially under the premise that the number of amateur stores is basically meaningless and the brand is pursuing more compliant marketing, reporting notes will become the mainstream of Xiaohongshu marketing. Both bloggers and brands should be prepared to take a large proportion of reporting notes this year. 7 Xiaohongshu, let me tell you something about myself. Because I have been more interested in new energy vehicles in the past six months, I have joined several car enthusiast groups. The groups often forward some car reviews, reviews or some users. It stands to reason that there should be more content like this in Autohome or Car Emperor.

But the reality is that more than 90% of the content on the Xiaohongshu platform is forwarded, and 80% of the riders are men. It can be seen that even the proportion of men using Xiaohongshu is gradually increasing, but what I want to say is not men. The issue is the proportion of users, but what meaning does Xiaohongshu bring to users? Once upon a time, when we searched for product reputation, life experience, and other problems, we still used Baidu. But then Zhihu came into being, which slightly eased the proportion of Baidu’s dominance. However, Zhihu’s situation cannot fully meet the needs. For example, Zhihu There is a lot of information about growing up professionally, but there is very little life experience and product reputation. Moreover, big Vs have too much say. Over and over, only a few bloggers are the answerers. The proportion of ordinary people is too low, and the reputation is too concentrated. , unable to generate value. But gradually I discovered that Xiaohongshu can basically replace Baidu. Whether it is life experience, workplace guides, travel guides, cooking methods, Xiaohongshu has everything you need, especially in terms of product shopping reputation, not only information There are many, and they are very real-time. Even for new products that have just been released, Xiaohongshu has some content for reference, but it is completely useless on other platforms, including Baidu. It is said that the entrance to the PC era is Baidu, so at least the entrance to life experience in the mobile era is now Xiaohongshu. From this perspective, the significance of Xiaohongshu is very important. This cannot be measured by comparing traffic. For example You have 500 million users and I have 300 million. It’s not calculated this way. It depends on the value of the traffic. 500 million users bring 1 yuan per capita or 300 million users bring 2 yuan per capita. Which one is more valuable? The results speak for themselves. The content on Xiaohongshu affects all aspects of users, ranging from what they buy to what they eat tonight. Under this basic state, the user growth rate of Xiaohongshu is still very high. Come on, if one day most people in China use Xiaohongshu, the commercial value will be terrible. Don’t say this is impossible, because currently I can’t see a product that can replace Xiaohongshu and solve user needs. Of course, it will spread naturally, so I predict that this trend will be further strengthened in 23 years, Xiaohong Books will have stronger stickiness, and more brands will come here to make money. (I hope that the brands in my article will not be the last ones to enter the market) 8 Internet Family The three words "Internet", apart from being a name, naturally embody the meaning of interconnection. But it is true that various platforms are proposing self-closed loop actions and turning themselves into isolated islands, such as Douyin, Kuaishou, and now Xiaohongshu. They really play by themselves. Many users have watched it for a while. I feel uncomfortable. For example, I am used to using Kuaishou to read jokes and go to Taobao to buy things. Why should I buy things on Douyin? In fact, for no reason, if Douyin wants to make money, it must squeeze out all the value based on one traffic, and cannot leave a little bit of scum to other platforms. In the same way, other platforms must do the same, because traffic is too expensive, everyone Don’t forget that acquiring customers on the platform also costs money. If you don’t squeeze out all the traffic, it’s a waste of money. In the current business environment, every penny has to be broken in half and you can’t afford to waste it. But speaking in good conscience, can we really achieve 100% success in doing our own thing? Practically speaking, it's difficult. Talking back to Xiaohongshu, in the early days, Xiaohongshu could link to Taobao. This was a real big interconnection, and everyone loved it. However, later Xiaohongshu cut off the link, and then Xiaohongshu focused on its own small business. I went to the Red Book Store, which of course means a self-closed loop. But now the Dandelion platform has launched the "Little Red Star" project. After the brand places an order and reports a note, you can see the note on Taobao to view the conversion status of users in its store. Although Xiaohongshu does not directly "bring goods" "But users rely on their own behavior to go to Taobao and generate consumption. Is this what a self-closed loop should do? Of course not, so I personally believe that a self-closed loop does not mean an isolated island. It only tries to improve "their ability to provide all services" as much as possible, but it cannot achieve the goal of providing 100% of services by oneself. Therefore, the Internet family is still the same big family, occasionally breaking up, occasionally working together, collaborating, and sometimes suspending. I believe this will still be the case this year. Just like after Xiaohongshu became a platform, many third parties have accessed it. For example, Youzan Mall can be opened in Xiaohongshu, and some third-party brands can also run in Xiaohongshu as mini programs. 9 Xiaohongshu, mini programs continue the previous topic and let’s talk about one more thing. When it comes to mini programs, many people will blurt out WeChat mini programs, but in fact, we have to understand mini programs as “small plug-ins”, which are a kind of mini programs. A lightweight native app-like plug-in embedded in other products. So, Alipay has mini programs, Douyin also has mini programs, should Xiaohongshu also have mini programs? The answer is YES, but Xiaohongshu’s mini programs are not rich yet, but many students should have seen it. For example, some B&Bs can book calendar rooms on Xiaohongshu. This is what third-party mini programs implement, and what we mentioned earlier The same goes for having good reviews. However, for B&B reservations, Youzan Mall cannot meet the needs of merchants in various categories. For example, as a dessert shop, can I place a menu? Obviously, this requires a huge adaptation team, and the size of each merchant is different. Some want to look better and achieve more functions, while others want to be simpler and not have so many functions. Xiaohongshu will definitely not be able to serve it on its own. Come, and the essential meaning of the mini program is to lightweightly connect to "third parties", rather than Xiaohongshu adapting to the third party itself. Therefore, my prediction is that in 2023, Xiaohongshu may use mini programs as a basic service to serve more personalized brands.

But taking this as a guide, what we see is not just the function of the mini program, but Xiaohongshu’s desire to serve multiple categories of users. 10 Another batch of service agencies died. Xiaohongshu’s current marketing is clear, the rules are perfect, and the gameplay is transparent, so many “wild ways” basically cannot continue in Xiaohongshu. In the past, we occasionally heard some voices of "personal PR", but now they have basically disappeared. This is an inevitable trend brought about by the formalization of the industry. Merchants pursue service providers who have the ability to undertake and standardize services, rather than trying to save money in troubled times. Seek breakthroughs, seek peace and stability. Last year, I predicted that a large number of personal PRs and some small-scale studios would die in 2022. Everyone should have seen the result, and this is the reality. So I will still boldly predict this year that in 2023, there will continue to be a number of service organizations. These organizations will be mainly small service providers and medium-sized MCNs. Why do I say this? Let’s briefly analyze it. Small service providers: Small service providers rarely have core capabilities. Most blogger resources are integrated, their advertising strategies are based on what they heard, their cumulative experience is close to zero, and their popularity is not high. The sources of customers are entirely from begging grandpa and grandma. , so they are the easiest to die. Medium-sized MCN: You may be surprised why small-sized MCNs will not die but medium-sized MCNs will. This is because small MCNs always have a few larger bloggers. Small MCNs have low labor costs and are difficult to die, but medium-sized MCNs are in the During the upward breakthrough period, labor costs intensify, but when the volume is increased, bloggers are not necessarily stable, which can easily lead to a break in cash flow and drag themselves to death.