How does Xiaohongshu operate and promote products? What are the operation and promotion methods of Xiaohongshu? What kind of products are suitable for the promotion of little red books? What methods and skills can improve the operation and promotion effect of Xiaohongshu? Let me give you a brief introduction today. Xiaohongshu is a platform for beauty and grass planting, with more than 1 100 million users every month, and all of them are women with very strong shopping ability. Therefore, many friends who do WeChat business will consider draining the platform of Xiaohongshu, but they don't know how to operate and promote Xiaohongshu. In order to prevent friends who have just entered the platform of Little Red Book from detouring, I summarized the experience and skills of Little Red Book and shared them with you below. How does Xiaohongshu operate and promote products? What are the promotion methods? 1. What kind of target is suitable for launching Little Red Book? Xiaohongshu is more suitable for some female consumers, such as skin care, make-up, accessories, mother and baby, bags, food, clothing, shoes and boots, and can produce high-quality exquisite pictures for brand product promotion. Merchants can implant brand product advertisements through short videos, pictures and words, thus playing a good publicity role. In addition, according to the summary of Squidward Tentacles's brand launch in Xiaohongshu in recent years, the brands/products effectively launched in Xiaohongshu have the following characteristics: brands that are not eager to seek transformation; High-value or novelty products; Products that match the portraits of users of Xiaohongshu; Customers' unit price is higher than that of 30 yuan products; Own brand; Have a sound e-commerce operation team; I want to do brand precipitation and build a brand. Second, how to promote products in Xiaohongshu? How to promote the little red book? At present, the common promotion mode of little red book on the market is to publish notes on planting grass through a large number of little red book bloggers. Why do you want to release a lot? Imagine if you only send a few short messages, how can you compete with hundreds of thousands of short messages? Among many promotional notes, those you sent are like a drop of water in the sea! The chairman of the board said: It is very simple to make a brand now, with 2,000 articles in Little Red Book and 2,000 articles in Zhihu, and the brand has basically taken shape. Of course, this is the way rich brands play. In fact, most brands don't have enough budgets, which requires careful planning by marketing companies, from bloggers' delivery strategies to talent selection strategies, to high-quality content output, and finally to refined delivery. Only by doing it step by step can we achieve the effect of being small and broad, thus gaining the favor of the platform and users. Due to the low barriers to entry for Internet promotion companies, many so-called "professional little red book promotion companies" on the market are selling resources to cut leeks and fooling those brands with insufficient budgets and ignorance under the guise of low prices. In fact, they have no practical experience at all and do not understand the rules of the platform. They only know a lot of resources, and finally they don't see the notes. What good results can they expect? In the end, it damaged the brand and ruined the reputation of the industry. For a regular marketing company like us, it was miserable. I hope that brand owners can wipe their eyes and find regular marketing companies to promote them. Don't take price as the only selection criterion. Quality is the unchangeable truth of every penny! Third, how to evaluate and define the effect of Little Red Book? The "effect" of little red book promotion is mainly measured from the following three levels: after the notes are sent out, the platform actively recommends them to users who it thinks are "interested" in your content, and how many people read the notes, that is, the true exposure of the notes; The more notes you send, the more users you recommend, and the greater the exposure of your brand products. Imagine, when you see a product in Little Red Book, it seems that all bloggers are recommending it. Would you be interested? Or, do you have a deeper memory of this product? Many people regard Little Red Book as Baidu. When users search for a demand word in the little red book, your notes can be displayed more on the search results page. When your brand products appear in front of users with high frequency, users will remember you more easily and have a better chance to choose you. Of course, in addition to a large number of notes, it is also necessary to make a reasonable layout of keywords in a wide range. When I take notes for the brand, I first pull the keywords from the internal platform for comparison, screen out the high-frequency hot search keywords, and combine them with the product words in the notes, so that it is easier to be searched. Start monitoring the background data of e-commerce before placing an order until half a month after the release. In particular, it monitors data such as traffic source, incoming volume, keyword search volume and conversion. What is the data before promotion and what changes have been made to the data after promotion? In this way, we can evaluate the effect of promotion, and finally decide whether to adjust marketing strategy according to the data. 4. What are the promotion methods of Little Red Book? Bloggers at all levels plant grass: amateurs, KOC, middle-aged, KOL, stars. Information flow advertisement: you can log in notes, product pages and forms. There are two ways to launch, one is personalized push for accurate people, and the other is accurate keyword search display. The former charges according to thousand exposures (CPM), while the latter charges according to one click (CPC). Opening an account requires relevant qualifications, prepaid consumption, and some industries prohibit it. Professional number operation: this is a long-term investment project, and the desired brand should be carefully considered. Don't think about being a fan who will grow by tens of thousands or hundreds of thousands in a month or two, not to mention how many customers can be converted at present. If you are in a hurry to transform, it is recommended to cooperate with the advertisement of information flow, and the effect will be ideal. Exploration of offline stores: If there is a physical store, you must not miss it, especially the local life services, such as catering and tourism, are very good. Online celebrity live broadcast: at present, only the link of Xiaohongshu Mall is supported, and the links of other platforms are still under internal testing.