A friend left a message before and asked Qingguajun to share how to play Xiaohongshu. Today I will discuss it with you.

Speaking of Xiaohongshu, what’s the first thing that comes to mind?

As compatriots in the marketing circle, the first thing that comes to mind is of course advertising and money.

Do you still remember the Forbidden City lipstick from December last year?

In less than 5 hours of being active online on Xiaohongshu, all the products were sold out, which has completely destroyed the entire beauty industry.

Major beauty and FMCG merchants and brands are seizing the opportunity to promote Xiaohongshu. It seems that this "bonus cake" cannot be divided up.

Let’s talk about how to operate and promote Xiaohongshu.

1. Summary of Xiaohongshu Xiaohongshu was founded in 2013. It is a community that deeply cultivates UGC shopping and sharing.

As of January 2019, the number of users exceeded 200 million, among which the post-90s and post-95s generations are the most active user groups.

The community generates billions of note exposures every day, covering various lifestyle fields such as fashion, skin care, makeup, food, travel, film and television, reading, and fitness.

In terms of age distribution and gender distribution, women account for the vast majority, while male users account for only 12.76%.

Users between the ages of 24 and 35 account for nearly 80% of the total users, which means that the post-90s and post-95s generation are the mainstream users of this platform. It also means that sharing of new things and recommendations of beauty and skin care products are published on small

The Red Book APP is very suitable.

In terms of profit model, Xiaohongshu said that it currently only relies on e-commerce to make profits.

Part of it is the commission from store transactions on the platform, and the other part is the income from self-operated stores, each accounting for about half.

The income of self-operated stores also includes the income of its own independent brand products and the profits of the mall's self-operated overseas products.

2. Xiaohongshu content operation Xiaohongshu’s recommendation mechanism is the same as the recommendation mechanism of self-media platforms. First, tags are based on the content of your notes.

Secondly, based on the note tags, it is recommended to users who usually pay attention to such tags to watch and read.

Whether the final note can get a high number of views has a direct impact on the user experience of the first two recommendations. Notes with a high user experience tend to get more exposure.

On the contrary, it is pitiful!

There are a few points that need to be paid attention to in terms of content: 1. Maintain the originality of the content. Xiaohongshu Notes has extremely high requirements for originality.

2. Whether the "content" that activates the recommendation principle of Xiaohongshu is embedded in the article.

3. Whether the overall notes have a complete systematization, that is, whether the overall content is consistent, logical and highlighted.

4. Whether the notes contain advertising words or illegal banned words.

If you do not "obey the law", Xiaohongshu will definitely hide your notes to a certain extent.

5. With pictures, beautiful pictures + clean and concise content are the notes that sweet potatoes like to read the most. If you want them to be collected, you still need some effort~ 3. Xiaohongshu note ranking skills How to use Xiaohongshu notes

Top ranking?

In addition to keyword layout, what else can we do?

The first step is to layout the keywords. The original article must be written around this title. Anyone who knows SEO knows that adding appropriate keywords to the title, beginning, middle, and end will have a better effect on the inclusion of the article. Xiaohong’s review

The mechanism is relatively complete, and whether the content shared by note-taking experts is helpful to users can be reviewed.

The layout of keywords is used to the extreme, the density and position of keywords are just right, and they are used very naturally.

Step 2: Improve the quality of the account. The level of the Xiaohongshu account actually implies a degree of friendliness. The higher the level, the more recognized it is by the platform, and the notes may be displayed higher in the ranking.

The time of registration, the number of notes posted, the number of fans, the number of comments, likes and collections will all affect the improvement of the account level.

Step 3: Interact with users. Xiaohongshu’s likes, collections, and comments are direct feedback on whether the user experience is high or low.

The greater the amount of interaction, the more users like it, and the platform will give it weight and improve its ranking.

Among the likes and collections of comments on Xiaohongshu, the weight of comments is the highest, and comments are also skillful. Try to include this keyword in the copy of the comment to increase the density of the keywords. This is also an important factor affecting the top ranking of Xiaohongshu notes.

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4. Xiaohongshu promotion techniques There are currently three main strategies for Xiaohongshu promotion.

1. Celebrity KOL recommendations use the celebrity effect and the influence of experts to make brands or products explode in a short period of time; in-depth planting, usage skills, purchase links, etc., based on sharing, drive the purchase of food, clothing, entertainment and entertainment.

The advantage of this is that this kind of recommendation is more like the daily life of celebrities, unlike deliberate advertising, and has high user acceptance.

It is easy to form a closed marketing loop of "creative production, celebrity recommendation, KOL planting, and guidance to purchase".

2. When it comes to celebrity planting, it is recommended that you delve deeper into a field, create a unique sense of presence for specific groups of people, and create loyal users.

1. Vertical field segmentation: Carry out circle marketing based on brands or groups of people, such as the beauty circle, fashion circle, cute baby circle, etc.

2. Word-of-mouth operation: high trust, high transaction rate, and easier to achieve the purpose of planting grass.

3. Community: Create a sense of belonging for community users and tap into the community economy.

4. KOL opinion leaders: conduct personal evaluations and use personal brands to drive recognition and followership among users to achieve the purpose of growing the brand.

3. Influencer cooperative marketing If multiple influencers market together, it is easier to create a phenomenon-level swipe.

1. Initiate topics: such as lipstick color testing, etc. 2. Internet celebrities use their power: multiple Internet celebrities work together, from one Internet celebrity to dozens of Internet celebrities, attracting KOLs from all walks of life to form a specific UGC atmosphere and form a "social network"

+ E-commerce” closed loop.

3. Interaction: Interact with fans simultaneously, and use the power of fans to expand the scope of publicity.

Motivate fans by offering comments and prizes.