Xiaohongshu platform positioning: In June 2013, Xiaohongshu was established in Shanghai.

Different from other e-commerce platforms, Xiaohongshu started from the community. At the beginning, it mainly shared experience in the fields of beauty, skin care, etc. Later, information on sports, travel, home, hotels, and workplace gradually appeared.

Involving all aspects of life.

The community is the barrier of Xiaohongshu, and this is something that other platforms cannot copy.

After many changes, Xiaohongshu has more than 200 million registered users, more than 10 million daily active users, and 1.4 billion note exposures every day.

We have always said that where there is traffic, there is money. High-quality UGC platforms like Xiaohongshu are definitely an important position for us to do content marketing.

User portraits of Xiaohongshu: Xiaohongshu positions itself as a community platform. By searching for data, we found that female users account for the vast majority of Xiaohongshu, while the number of male users is less than 15%.

In terms of age, users under the age of twenty-four and those between the ages of twenty-four and thirty-five account for 80% of the total users.

In other words, young women in first-tier cities born in the 1990s and 1995 generation are the mainstream users of Xiaohongshu.

This group of people has a unique characteristic, that is, they are very loyal and have very strong purchasing power.

Someone once said: In the Internet business, women's business is greater than dogs than men. Women's money is also the most profitable, and women's business is also the most worth doing.

If your product or service is aimed at women, then Xiaohongshu is definitely a position you must be in.

Xiaohongshu has a very strong ability to carry goods, and it is simply a planting base for contemporary young women.

Whether it's eating, drinking, playing, fitness, sports, clothing, or traveling, there will be many bloggers to give you attention, such as what skin care products you bought today, what food you ate, which hotel you went to and found it useful. I think

very nice.

Fans of Xiaohongshu have the strongest shopping attributes, and the value of female fans is the highest in the entire Internet circle. Therefore, Xiaohongshu has become the first choice for many people to attract traffic. Of course, we cannot miss it.

Some friends may have used Xiaohongshu and found it ineffective, or it may have been restricted by the platform just after it was released.

In fact, the operation of Xiaohongshu to acquire customers does not mean simply posting a post. If you want to be really effective in attracting traffic on Xiaohongshu, you must study hard and then practice it yourself.

Guide to avoiding pitfalls in Xiaohongshu operations: In one sentence, you don’t need to prepare a lot of things to attract traffic in Xiaohongshu in the early stage. You only need a mobile phone.

Download the Xiaohongshu APP from the app store and register with your mobile phone number.

Next, let’s talk about the rules and common operational risks.

The first one is mutual fans and mutual likes. Maybe you have seen some mutual fans and mutual like groups, which are in a WeChat group. You like me and I like you.

However, such operation may be judged as malicious marketing by Xiaohongshu.

The second is brushing volume. Regarding brushing volume, benevolent people have different opinions. Some people think it can be brushed, and some teachers think it cannot be brushed. I personally think that in the early stage when you first join Xiaohongshu and open an account, you should not brush the data.

When you have more than 5,000 followers, I think it will be safer if you add more followers.

The essence of Xiaohongshu is still a content platform. If your content is good enough, it will never be buried. There is no such thing as underappreciating talents. If your content is not good enough to increase the base volume, it does not make much sense. The third is over-planting.

Although Xiaohongshu is said to be a grass-growing community, you cannot overdo it. When your marketing ratio is greater than your sharing ratio, then your account will be more dangerous. The fourth is material infringement, which is the case on any platform.

, Xiaohongshu also has very high requirements for copyright.

If you transfer content from other platforms to Xiaohongshu, you may be reported by others.

How to obtain specific materials?

Don’t worry, I will talk to you about the fifth one later, which is frequent publishing and frequent deletion.

Just like Douyin, after you post a post, for example, only a few people like it and a few people comment, but at this time, you should not hide the note or delete the note. This is not good.

The sixth point is malicious marketing.

The official description of Xiaohongshu is to induce users to like, follow, collect, comment and other behaviors through benefits. Therefore, we cannot clearly guide users in the notes to do what actions, and do not guide them excessively.

Seventh, for multi-account mutual followers, if you have ten accounts that like, comment, and collect each other, this is not allowed on Xiaohongshu and cannot be done on any platform.

Eighth, publish prohibited items. Xiaohongshu has prohibited words, such as Putian shoes, purchasing e-cigarettes, medical equipment, and black five products. You are not allowed to post them.

The ninth is illegal activities, such as politics, pornography, etc.

Xiaohongshu platform recommendation mechanism: In fact, Xiaohongshu is essentially a content platform. The algorithm is similar to Toutiao and Douyin, and is distributed based on data and user behavior.

The logic of traffic drainage is also very simple. Output value, algorithm, recommendation, comments, and private message traffic. The system will label each person and recommend content that he is interested in.

After you publish the content, Xiaohongshu will recommend your content to the primary traffic pool. If the primary traffic pool gives you good feedback, such as likes, comments, and collections, then it will continue to recommend it to the larger traffic pool.

The traffic pool is extended by this.

Again, good content is always the core of traffic.

Preparation for Xiaohongshu’s early account maintenance: Regarding mobile phones and accounts, we recommend one phone, one card and one account. If you only have one or two accounts, it doesn’t matter if you use wireless network. If there are more than three, each account must be used.

Use a separate traffic card.