How to operate and promote products on Xiaohongshu? What are the promotion methods?

How to operate and promote products on Xiaohongshu? What are the operation and promotion methods of Xiaohongshu? What kind of products are suitable for Xiaohongshu promotion? What methods and techniques can be used to improve the effectiveness of Xiaohongshu’s operation and promotion? Today, I will briefly introduce it to you. Xiaohongshu is a platform for cultivating beauty products. It has more than 100 million monthly active users, and they are all women with strong shopping skills. Therefore, many friends who are engaged in micro-business will consider driving traffic on the Xiaohongshu platform, but they do not know how to operate and promote Xiaohongshu. In order to prevent friends who are new to the Xiaohongshu platform from taking detours, I will share the experience of Xiaohongshu The tips and tricks are summarized and shared with you below. How to operate and promote products on Xiaohongshu? What are the promotion methods? 1. What kind of targets are suitable for placing Xiaohongshu? Xiaohongshu is more suitable for female consumers such as skin care, makeup, accessories, mother and baby, bags, food, clothing, shoes, etc., and can Produce high-quality and beautiful images for brand product promotion. Merchants can embed brand product advertisements through short videos, pictures and texts, etc., thus playing a good publicity role. In addition, according to the summary of Brother Squidward’s recent years of helping brands launch on Xiaohongshu, the brands/products that are truly effectively launched on Xiaohongshu have the following characteristics: brands that are not eager to convert; high-profile Value or new and unique products; products that match Xiaohongshu user profiles; products with a unit price higher than 30 yuan; own brands; a first-class e-commerce operation team with a complete foundation; want to precipitate the brand and build a brand. 2. How to promote products on Xiaohongshu? How does Xiaohongshu promote it? The more common Xiaohongshu promotion model currently on the market is: publishing grass planting notes through a large number of Xiaohongshu bloggers. Why publish in large numbers? Just imagine, if you only post a few notes, how can you compete with hundreds of thousands of notes? Among the many promotion notes, the few notes you post are like drops of water falling into the ocean. Dripping! Chairman Zhong Xuegao said: Now it is very simple to build a brand. Just put 2,000 articles in Xiaohongshu and 2,000 articles in Zhihu, and the brand will basically take shape. Of course, this is the approach of wealthy brands. In fact, most brands do not have such sufficient budgets, which requires careful planning by marketing companies, from placement strategies in blogger circles to strategies for selecting experts. Then to the production of high-quality content, and finally to the refined delivery, only if we do it step by step can we achieve the effect of small and large, and win the favor of the platform and users. Since the entry threshold for Internet promotion companies is not high, many so-called "professional Xiaohongshu promotion companies" on the market are reselling resources to cut leeks, using the guise of low prices to deceive brands that have insufficient budgets and do not understand. In fact, they have no practical experience at all and don’t understand the rules of the platform. They only know how to pile up resources. The notes they finally present are completely unreadable. What good effect do they expect? In the end, they harmed the brand and also made a bad reputation. It has ruined the reputation of the industry and made formal marketing companies like ours miserable. I hope that brand owners will keep their eyes open and find regular marketing companies for promotion. Don’t regard price as the only selection criterion. Quality is worth every penny! 3. How to evaluate and define the effect of Xiaohongshu? Xiaohongshu The "effect" of Red Book promotion is mainly measured from the following three levels: After the note is sent out, the platform actively recommends it to users it thinks are "interested" in your content; how many people read the note, that is, the authenticity of the note Exposure: The more your notes are posted, the more users will be recommended, and the greater the exposure of your brand products. Just imagine, when you see a product on Xiaohongshu that all bloggers seem to be recommending, will you be interested? Or, do you have a deeper memory of this product? Many people regard it as Xiaohongshu is used like Baidu. When users search for a certain required word in Xiaohongshu, your notes can get more exposure on the search results page. When your brand products appear in front of users frequently, users will be more interested. The easier it is to remember you, the greater the chance of choosing you. Of course, in addition to a large number of notes required to achieve this, it also requires a large-scale and reasonable layout of keywords. When I take notes for brands, I first pull keywords from the internal platform for comparison, and put the high-frequency hot-search key words into the list. The words are filtered out and placed in the notes combined with the product words, so that they are easier to search. Start monitoring the e-commerce backend data before posting the notes until half a month after the notes are posted. In particular, monitor traffic sources, store visits, keyword search volume, conversions and other data. What was the data like before the promotion, and what changes did the data have after the promotion? In this way, we can evaluate the effectiveness of the promotion, and ultimately decide whether to adjust the marketing strategy based on the data. 4. What are the promotion methods of Xiaohongshu? Bloggers of all levels are planted: amateurs, KOC, mid-waist experts, KOL, and celebrities. Information flow advertising: can be implemented on notes, product pages, and forms. There are two delivery methods, one is personalized push to precise groups, and the other is precise keyword search display. The former is charged per thousand impressions (CPM), and the latter is charged per click (CPC). Relevant qualifications are required to open an account, pre-charge consumption, and some industries are prohibited. Professional account operation: This is a long-term investment project. Brands who are eager for success should consider it carefully. Don't think about increasing tens of thousands or hundreds of thousands of fans in one or two months, let alone how many customers can be converted at the moment. If you are in a hurry to convert, it is recommended to use information flow ads together, and the effect will be better.

Offline store visits: If there are physical stores, be sure not to miss them, especially local life services, such as catering, tourism, etc. The effect of store visits is very nice. Internet celebrity live broadcast to bring goods: currently only supports links to the Xiaohongshu mall, and links to other platforms are still in internal testing.