“When promoting Xiaohongshu, choosing the right KOL is the most important thing.” “Professional Xiaohongshu traders create a single hit product.” “Reveal the secret! Why do Qin Lan, Lin Yun, and Fan Bingbing all join Xiaohongshu?”...

...This is the "scene" in the circle of friends that several friends showed to understand notes.

They also don’t quite understand why Xiaohongshu has less and less information promoting products, but there are more and more “marketing information” promoting Xiaohongshu’s business.

Indeed, if you just open a search engine or e-commerce platform and enter Xiaohongshu promotion, you will experience intensive syndrome in an instant.

Some netizens complained about this: I had just escaped the last round of "AIA" bombing, could it be that all my friends around me have recently started to engage in marketing of Xiaohongshu promotion and note writing?

"Nowadays, many entrepreneurs in the marketing field will add Xiaohongshu promotion to their main business, and many institutions have even directly transformed into Xiaohongshu marketing." said Mr. Li, who works as an operations manager in a Shenzhen entrepreneurial park.

, including some e-commerce startups, R&D teams, and even game studios, have recently become obsessed with the business promoted by "Little Red Book".

Manager Li said that among the more than 30 start-up companies currently stationed in the park, there are probably more than 20 that use the banner of Xiaohongshu promotion business.

Judging from their official propaganda, the business content is also similar, including Xiaohongshu trading, note planning and writing, KOL blogger resources, etc.

From the time Xiaohongshu grass planting became popular in Moments and social circles, to the proliferation of "professional Xiaohongshu promotion", the Xiaohongshu platform, which socializes first and then e-commerce, is indeed regarded by many brand manufacturers and small and medium-sized enterprises as a way to attract traffic and attract customers.

The latest way to powder.

In the field of marketing, the situation of ten entrepreneurs and nine "Little Red Books" seems to be common. Is this marketing and promotion model under the social trend reliable?

Entrepreneurs "favor" Xiaohongshu and claim to be "professional" with a high threshold. "Many companies now want to promote products on Xiaohongshu, so entrepreneurs who are engaged in Xiaohongshu promotion business seem to be very popular." In Manager Li's words

Under the introduction, Understand Notes added Luo Di (pseudonym), an entrepreneurial expert who claimed to be specialized in Xiaohongshu promotion.

He told Understand Notes that the company was originally engaged in e-commerce agency operations, but the demand for e-commerce agency operations has gradually decreased in the past two years, so the team made the decision to transform.

Since the beginning of this year, their team has switched to specializing in Xiaohongshu promotion and marketing business.

For external publicity, as long as the brand and the company entrust the product to the team, there is no need to worry about the content planning of the notes or the selection and operation of KOL.

"We provide a one-stop service, and there are multiple ways of cooperation, so you don't have to worry about the promotion effect." Luo Di informed that customers can choose different promotion services based on product characteristics: there are monthly full-service promotion plans, and there are also based-on promotion plans.

The number of published notes and videos, and the promotion form of settlement based on the number of times.

He usually recommends that new customers choose to charge based on the number of services: the price of a Xiaohongshu "planting grass" note ranges from 300 to 10,000 yuan.

As for the huge gap in price, he explained that it was due to the different levels of promotional accounts.

From this point of view, the "intellectual output" of the team seems to be regardless of high or low, and the key to determining the price is the level of the KOL.

Promotional content is planned by the team based on the product information provided by customers, but the price is relatively low if it is published on an ordinary "amateur" account, because it is difficult to ensure that the content of the notes is highly recommended by the platform; if it is the account of KOL or Internet celebrity

, the promotion effect is obviously different, but the price will naturally rise.

During the exchange, Luo Di showed off the amateur accounts that the company can "control", saying that they are all high-quality accounts that have passed the examination period, have a certain amount of content, and have about 5,000 to 10,000 fans (which can ensure that they are effectively recommended by Xiaohongshu officials).

For users who follow the topic).

The current quotation for such a Xiaohongshu "grass planting" note publishing account is between 500 and 1,200 yuan per article.

"For many KOL accounts on the Xiaohongshu platform, the price of publishing a note starts at 20,000 to 30,000 yuan." Luo Di believes that if you are not a "rich" investor and want to detonate a single product in a short period of time, you should choose price-performance ratio.

Higher amateur accounts are a good deal, although they will also earn less commission.

When asked about Xiaohongshu, as a popular social platform, whether any ordinary user can register a new account and publish note content (to promote products), Luo Di emphasized: Although amateur accounts can be registered, ordinary users have limited energy for operation and maintenance, and

It is difficult to accumulate word of mouth and initiate fan interaction.

"So, if you register a new account now, it will definitely not attract much attention. After all, it is not like a professional team that can carry out operation, maintenance and planning in a targeted manner." He told Understand Notes that many of their company's cooperating customers did so because they registered Xiaohong on their own.

After setting up the account, the promotion effect was not good, and I even lost money and failed to make any profit. Finally, I thought of looking for a professional team like them to cooperate.

So, now that Xiaohongshu promotion is very popular and has become the "magic weapon" of marketing agencies, if you find a professional agency to do it, write "grass planting" notes for promotion, and shoot "Amway" videos to attract traffic, will your products become popular?

The effect of promotion is difficult to quantify, and marketing agencies are grabbing quick money. “Whether (you) distribute Xiaohongshu notes yourself or promote it through marketing agencies, the effect is actually the same as getting lucky.” In a certain Xiaohongshu promotion and marketing exchange group, one person said

The group members nicknamed "Jiahao" often complain about promotion issues.

On the grounds of "learning from experience", after adding him as a friend on the Notes, I learned in detail about all the problems he encountered during the promotion and marketing process.

Jiahao said that he is the head of the marketing department of a skin care product company in Guangzhou.