How to promote on Xiaohongshu? Speaking of social platforms, Xiaohongshu is definitely indispensable.

Xiaohongshu, which is positioned for community sharing, has now become a battleground for many businesses. The huge traffic hides unlimited potential customers.

So how can merchants or brands use Xiaohongshu for promotion? How can they not waste a penny and ensure the promotion effect? ??1. What kind of products are suitable for Xiaohongshu promotion? If you want the promotion to be effective, first of all

It definitely depends on whether the product is suitable for promotion on this platform.

Because the user group of Xiaohongshu is mainly female, 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 output

Brand product promotion with beautiful quality images.

Merchants can embed brand product advertisements through short videos, pictures and texts, etc., thus playing a good publicity role.

In addition, according to some data, the brands/products that are truly effectively launched on Xiaohongshu have the following characteristics: 1) Brands that are eager to convert; 2) High-profile or new and unique products; 3) Follow Xiaohongshu

Products that match the user profile of the Red Book; 4) products with a unit price higher than 30 yuan; 5) private brands; 6) having a first-class e-commerce operation team with a complete foundation; 7) wanting to precipitate the brand and build a brand.

How to promote on Xiaohongshu 2. Cooperative advertising with bloggers In view of the uniqueness of the Xiaohongshu platform community, cooperative advertising with bloggers and experts can be said to be the most commonly used advertising method by brands on Xiaohongshu.

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When Xiaohongshu bloggers are selected for placement, in order to have a preliminary understanding of blogger experts and facilitate management, we can generally divide blogger experts into the following five levels of attributes.

Namely: Amateur (300~5K fans) Junior expert (5k~5W fans) Waist expert (5W~50W fans) Head expert (>50W fans) Celebrity artist or well-known KOL (all have V certification

Logo) The above categories of bloggers and experts have different corresponding strategies when placing ads on the Xiaohongshu platform, for example.

For example, if you choose to put celebrity artists, the overall appeal on Xiaohongshu is stronger than on other platforms, and the corresponding release notes can arouse more in-depth interaction among fans. However, the promotion price of celebrity artists is naturally higher, and the effect is also lower.

Not necessarily better than a head and waist expert.

Therefore, whether it is necessary to choose celebrity artists or top talents for placement mainly depends on the brand's budget and the brand's strategic stage for matching and combination placement.

Of course, the quality identification and screening of cooperating bloggers and experts before launching is also an important and necessary step.

3. Four common main paid promotion tools 1. Brand advertising Most brand advertising is mainly charged based on exposure (cpm), that is, it is charged based on the display exposure unit.

The charging logic is similar to that of Taobao’s diamond exhibition tools.

Common locations: app opening page and the first section banner image on the brand word search results page.

2. Performance advertising is also one of the most commonly used advertising and marketing tools that we often hear and use in Xiaohongshu. There are two main delivery modes for performance advertising, namely information flow advertising and performance advertising. The difference between these two

The purpose of promotion is consistent with the target and payment method.

For example, it can be used for account and partner notes planting promotion, pure product exposure, collection form promotion, account private message marketing consultation, etc.

Appearance location: Discovery page and search page (mall) 3. The French fries tool is mainly an auxiliary tool on the platform that helps creators increase the exposure of their notes and allows more users to see the notes. By paying a certain amount

Based on the estimated exposure of the note purchased, a certain time period can be quickly shortened to verify the popularity of the note or to verify the quality of the note for optimization and adjustment purposes, so that potentially explosive notes can explode more quickly.

Commonly used to test and optimize content notes, accumulate note base popularity, and continuously maintain notes. The traffic port from the discovery page appears at: Discovery page 4. Dandelion platform. It is mainly used to allow brands to conduct commercial cooperation with bloggers and expert notes.

The official exclusive platform for grass promotion and docking.

And you can check the target blogger or find blogger-related information, etc. For example, when we conduct blogger screening by ourselves, an official tool can be used to roughly understand and judge relevant information about the blogger. The key point is that

It’s free to use. Of course, you can occasionally use it to bargain with bloggers, but the probability of success is relatively small.

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 in-feed ads, which will achieve better results.

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.