Although I wrote about how the little red book platform should be operated as a brand, I must emphasize that it is hooliganism to talk about the operation of any specific platform without the overall content strategy of the brand! The operation and launch of social media platform is like a local battlefield in a big battle for a brand. As a brand, the formulation of content and media strategy is the core of the whole market campaign, and then in the local battlefield, the decisive and fierce implementation is most closely related to the achievement of the final effect. Understand the rules of the platform, determine the pace of local battlefield launch, and don't care about the gains and losses of one city and one pool. If any kol (including a big V in the head, such as Li Jiaqi and Mi Meng) fails to launch, your whole plan will be hurt, and you won't even dare to do the next launch. That shows that the whole marketing department is a gambler's mentality from top to bottom, and it is difficult for such a brand to succeed on social media with a high probability. Specific to the little red book platform, as an individual operator, you need to know the rules of the platform. Similarly, as a brand, you need to know the rules of the platform, so that whether you are trading by yourself or looking for suppliers, you can clearly know what you can do and what you can't do, so as to carry out market planning and execution efficiently. In fact, the most maddening thing about Little Red Book is that it gives the brand too many operational functions. This is inevitably related to Xiaohongshu's strategy of being an e-commerce and a content community. But there is no way, it is difficult for us to bypass the theme of "planting grass", so all we can do is to get to know it gradually. Here are 50 experiences about the brand operation of Little Red Book. 1, as a brand, you should know that there are three backstage places where you can log in. They are: brand partner background, brand account background and brand mall background. 2. Similar to the institutional accounts in Zhihu, Tik Tok Blue V and Weibo Blue V, there are also brand-specific authentication accounts in Xiaohongshu community. Brand account is a very important premise if you want to promote the little red book (you can't say haha, because there are special industries after all, let's talk about it at the end). 3. The brand account plays an important role: the daily content of the brand number is output, but it should be noted here that unlike WeChat WeChat official account, the content of the brand account of Xiaohongshu can only be edited and published on the mobile phone, and the content cannot be edited in the background of the PC. Search results will give higher authority to display promotion notes, which is also the most concerned function of most brands, because the little red book inclusion system mentioned before, brands that have not reported on the little red book will have a very low content inclusion rate whether they are looking for amateurs or brand partners to promote, resulting in a lot of traffic waste. Therefore, the application of brand account is the first step for normal brands to promote little red books. Information flow effect: With the support of data analysis of advertising permission, you can see the growth of fans of your own brand number and the praise data of notes in the background of brand account, and importantly, you can see the data of brand partners in advertising cooperation. 4, the application of brand account, enter the brand account background to apply, there are not many material requirements, but it should be noted that the forbidden industries required by Xiaohongshu, except for yellow gambling drugs that will be banned everywhere, tobacco (including e-cigarettes) and Feng Shui are all forbidden industries; The medical and health industry only supports health care industry, and daily medical devices (only contact lenses and beauty instruments) are not supported. Therefore, we often look for our medical and beauty customers, and there is basically no chance to open a small red book brand account through normal channels; Virtual currency is forbidden, and the internet finance industry is forbidden; The game industry needs software copyright registration certificate+version number; All the above Little Red Books prohibit institutions and companies from applying for brand accounts. As individuals in the industry where the brand number of Little Red Books is forbidden, they can build their own accounts, but the published content must be very soft and have some dry goods, otherwise it will be easily judged as illegal content, resulting in a lower account weight. 5. The authentication fee of brand account is 300 yuan, and the validity period of authentication is 1 year. The annual review needs to be completed once a year. 6. For trademarks, Xiaohongshu has strict requirements, requiring that the brand for filing must be the R mark, and the tm mark basically cannot pass the audit. 7. In the brand account, you can choose to bind the store with the brand in Xiaohongshu, so that when viewing the brand account on the mobile phone, the store with the brand in Xiaohongshu will also be displayed. 8. I have to vomit a little here. It seems that Xiaohongshu has completed a closed loop from content production, content search to decision to purchase in his own ecology. All traffic is converted into consumption in the platform, as if there is no waste of traffic. But the logic in the middle has a huge problem! I remember what caoz Da (talking in a dream in WeChat official account) shared before. Even a giant won't do everything by himself from the beginning. At present, Xiaohongshu is involved in everything from content to e-commerce, which leads to the need to rely on a lot of costs to raise two completely different business modules. The difficulty can be imagined. At present, one of the most serious problems in Xiaohongshu store is that users have a serious lack of trust in the overall Xiaohongshu e-commerce, coupled with the strong investment of other e-commerce platforms in Haitao field (Tmall International, Vipshop, Pinduoduo) and the weakness of Xiaohongshu's own supply chain, which makes it difficult for users to ensure low prices and genuine products on Xiaohongshu platform, and thus it is impossible to continue to make purchases on the platform. Therefore, at present, the overall conversion rate of Xiaohongshu e-commerce stores is not very satisfactory. At present, customers are exposed, which has not turned into a common phenomenon. 9. Although Xiaohongshu's e-commerce business is not excellent, we can't deny the value of a platform with a daily life of 3000w to the brand. The community of Xiaohongshu is still there, and the influence of producing more than 40w+ notes on the platform every day on users is still strong. 10. As in personal account operation, brand account operators should also give priority to "Potato Manager" before starting to output content. Potato Manager will also publish some rules related to brand accounts while publishing rules for personal accounts. 1 1, from the perspective of merchants and brands, understand the definition of "promotional notes" in the little red book ecology, which has been mentioned in Article 50 of personal account operation. To put it simply, brands and businesses can think of inducing users to promote their own products (lottery attention, forwarding, paid promotion, etc.), which can basically be classified as "promotion notes" of Xiaohongshu. Xiaohongshu will not restrict brands and businesses from marketing by promoting notes, but it needs to comply with some community rules. 12. On the whole, the community platform of Little Red Book will have three basic principles, which will affect the mechanism of inclusion, emergence and ranking delay in the community, the mechanism of data review, the mechanism of content review and the mechanism of delayed ranking. Little Red Book users publish a lot of notes every day. In order to prevent the ranking of notes from floating too fast, the comprehensive ranking of Little Red Book under each keyword will be refreshed within a period and delayed display. 14, data review, as the name implies, is to review whether data such as likes and comments are true. Similar to the broadcast completion rate in Tik Tok, Xiaohongshu will judge the reliability of user data according to the time users stay on the notes page. For excellent content notes, users will turn to the last page and read them carefully, which will also gain more exposure in the community. 15, content review, mainly to guide, induce, marketing and other violations of the detection. 16. At present, there are three channels for publishing promotional notes, namely, the small red book brand partner, the amateur account and the brand account itself. Brand partners must use the brand partner filing system when releasing promotional notes. Simply put, it is necessary to add one more option when the KOL selected by the brand publishes notes. 17. The effect of brand partner's promotion notes finally presented on the little red book page is as follows. In order to pursue the closed-loop transaction in Xiaohongshu ecology, a brand partner can easily join the link of the brand's products in Xiaohongshu store during the process of cooperation with Xiaohongshu. In addition, you can add the tag of related brands to the picture, and click the tag to directly enter the store page of Xiaohongshu brand. 18. Xiaohongshu is very strict in protecting its own traffic. Therefore, no matter what promotional notes the brand publishes in Xiaohongshu's ecology, it is not allowed to carry diversion information in the content and comment area, especially it is impossible to divert it to any e-commerce platform and social platform except Xiaohongshu (Taobao Tmall, Pinduoduo, WeChat). The private message cannot reply to the user's micro-signal, as well as the name of Taobao store (this can be solved by heterographs, but it greatly affects the transformation). Don't ask your supplier to guide the Tmall store or landing page again. This is the platform rule. Know the characteristics of the platform and don't waste time in such a laborious and fruitless place. 19, the selection of brand partners, in a popular way, is the selection of Little Red Book and Big V online celebrity. For the brand, there are several points of greatest concern in the selection of kol. Where to find a partner and how to judge that this is an excellent partner? If KOL gets a relatively low offer, 20. For the brand that has just come into contact with Xiaohongshu, Xiaohongshu has made a drastic version iteration, and Xiaohongshu's KOL has also entered the national MCN era. Brands can find KOL in various related fields through the background of Xiaohongshu brand partners. However, unlike Tik Tok's star map, it is impossible to place an order directly on the platform of Xiaohongshu brand partner at present. It is still necessary for the brand to contact mcn institutions or individuals to trade. 2 1. Although brand partners can't place orders in the background at present, the greatest value of the platform at present lies in the anchoring of prices. Partners and mcn institutions will update their own prices by logging in to the platform. Therefore, as a brand, we at least have a steelyard in mind, and the quotation of the media should not be much higher than that of the platform. 22. Another way is to find a reliable media supplier. In fact, the most test is the usual resource accumulation of the brand in this respect. Because the media water is deep, haha, I won't talk about it in detail in the article. 23. How the Little Red Book Platform judges the quality of a brand partner's account generally requires special attention in several dimensions, such as the advertising frequency and quantity of the content account of the account itself, the data such as the likes and comments of the account, the background data (you need to ask KOL for it), the reading volume and the exposure data, and whether the account has recently exploded (with high weight). Due to the recommendation mechanism of the stepped traffic of the Little Red Book Platform, if the likes and likes of each note of a KOL are very stable, Basically, it can be judged that such an account has done data maintenance, which is what we usually call buying praise reviews. Because it is difficult for an individual KOL to make every article platform be recommended by the platform (it is even more strange that advertisements are the same data), therefore, a healthy KOL data should be ups and downs, not static. Price, needless to say, brands want to pursue "the ultimate cost performance". 24. We use a small V account to judge the quality of the account. The perfect score is 5. First of all, the content of the account itself is somewhat miscellaneous, but it is consistent with the output content described in the introduction, mainly focusing on skin care, shop exploration, and unpacking. In the process of sharing, real people often appear, with subtitles and some music, which proves that up owners have a basic understanding of content output. Photos are added with titles and labels, and explosive articles will be output around some long-tail keywords. Therefore, from the content point of view, the advertising frequency of accounts can be relatively in line with the rules of little red books, not exceeding 20% of the output content of accounts themselves. The account itself is a fan of 1.8w, but the number of likes is 9k, which belongs to the sub-item. I can only get the background data after communicating with KOL. To my surprise, the reading volume and exposure of this account are relatively stable compared with this level, and there is no situation that the account is restricted. Therefore, you can play the last one here. The most outstanding point of this account is that in the process of continuous output, there will often be periodic explosions. This is a plus item for traffic, which can be given to the end. After confirming the price on the partner platform, the price/performance ratio is ok, so this account can be used as a list for entering the brand. The comprehensive evaluation should have 25. The brand needs to make sure that the account it put in has not been warned by Xiaohongshu recently, and often receives advertisements without restraint, which will lead to the reduction of account weight, current restriction and influence the content exposure. 26. Take out a separate article, saying that the degree of cooperation and sense of responsibility of brand partners should also be the criteria for judging the quality of this account. Don't stand up, and the information will respond in time without losing contact. In addition, if you are willing to cooperate with customers to modify, you can have some suggestions on your own content. Even if the price of such an account is slightly higher, you are willing to continue to cooperate as a brand. 27. Another channel for promotion on the platform of Little Red Book, amateur promotion, or, in layman's terms, ordinary navy account, as a brand, you need to understand the core purpose of amateur launch first. For the new brand, there needs to be a certain content volume (included content) under the brand words of Little Red Book. Sound volume is generated under many related words and core grass words corresponding to the brand product itself. 28. Take a new product as an example. When users get brand information from random channels, they choose to search for brand words in Xiaohongshu. The page is shown below. The notes appearing under the brand words are all the notes included in the brand words in the little red book. The number of discussions determines the popularity of the brand, and the quality of notes is an important factor affecting the final decision of users. 29. Promotion on any platform is a war of traffic plunder, and the little red book is no exception. The natural disadvantage of amateur production content leads to its simple function, but the pawns crossing the river play a central role in the distribution of amateur books in Xiaohongshu, just to occupy a place for keywords. 30. Similar to the keyword strategy of Baidu seo, Xiaohongshu may want the brand to continuously mine the accurate long tail words and related words related to the product, and use the content to seize the position under the keyword. 3 1, compared with brand partners, we will judge from multiple dimensions. For amateurs, although we will consider them from multiple dimensions, we will focus on them. Considering the advantages and disadvantages of brand amateurs in the implementation process, we need to look at the following indicators in turn. The collection rate, including the collection rate of little red books, the collection rate of brand words and keywords, whether the keywords in the title are embedded in the picture, and the weight of Tibetan praise is optimized from high to low. Amateur production of content is the process that tests the team's execution most. Laying a large number of content that does not violate the rules requires a good understanding of the rules of the platform on the one hand and sufficient amateur resources on the other. 32. If the notes are not included, there will be no exposure in Xiaohongshu, which will lead to the meaning of laying by amateurs being zero. Therefore, as a brand, don't mind adding a "statement of interest" to the notes. We made it clear that the first goal of our promotion in Little Red Book is to get exposure and traffic. At this time, safe inclusion is the top priority. 33. Promoting notes indicates "interest relevance" and will not reduce the exposure of notes! The reason why the notes are not really exposed has the greatest relationship with the weight of the account itself and the content. Brands think about the direction of content production from the user's point of view, and generously let bloggers make interest statements. On the contrary, ordinary users will not be particularly annoyed. Instead, they will deliberately recommend them, and the exposure of such notes will be very low. 34. The so-called violation notes, on the one hand, are content notes containing a large number of sensitive words, such as inductive words related to various price reduction benefits, activity benefits, discounts, and other sensitive words related to purchase and drainage mentioned before. If you want to see if your notes contain sensitive words, you can search for the applet "Little Red Book Sensitive Words Query" on WeChat. 35. Brands that are found to have violated the rules in promoting a large number of notes will be limited by Xiaohongshu as a whole platform, which is not worth the candle. 36. Compared with the traditional dual micro operation, the content operation of recommendation platform such as Tik Tok and Xiaohongshu has higher requirements for the brand. I quite agree with General Liang (WeChat official account)' s previous article that the core of enterprise content marketing is to have "cost consciousness". The cost here is not only "money cost", but also the time cost, creative cost and mental cost of investing consumers. 37. Although the brand account has the function of sending private messages in groups, the private messages contain commercial diversion and harassing advertisements, which will be restricted for 48 hours /7 days/permanently according to the number of violations. 38, brand account itself can't publish information with commercial diversion, but at present, Little Red Book has opened the brand topic function, which is a bit similar to Weibo's topic. As a host, brand can encourage and guide users to publish brand-related content under this topic. Simply put, the advantage of brand topics is that brands can encourage users to participate in topics and produce content in the community by means such as reward lottery, which can not be published in notes. At present, every brand account of Xiaohongshu can apply for a topic for free, but the second topic needs to be paid, and the price is currently 10w for a topic ... haha. 39. For some offline brands with local characteristics, don't ignore the regional traffic brought by Xiaohongshu. This part of the little red book is eating away at some users of public comments by sharing notes. It can be said that for some tourist cities with high floating population, the little red book is a word-of-mouth traffic portal that cannot be ignored. The iteration of the new version in the figure below improves the entry weight of local activities and puts it directly under the search bar. 40. The collection rate of offline store notes is significantly higher than that of online brands. Judging from the current situation, Xiaohongshu has maintained a certain degree of tolerance for offline stores. Generally, the notes with relatively delicate contents (pictures, words) can be included with the geographical links of the merchants. 4 1 Among some categories in popular cities at present, the number of "recommendations" is usually around several hundred. Compared with the fierce competition of public comments, it is much easier to "design" the reputation of Little Red Books. 42. Regional words+demand long tail words are the most necessary keywords for offline stores. For offline merchants, it may not be so fast for Xiaohongshu to achieve immediate results. However, the content needs to be gradually accumulated. If you are interested, you can observe how much content is deliberately designed by the merchants in such keywords as "Hainan Seafood Hotel". As far as I know, it has brought very considerable passenger flow to the bosses. 43. Little Red Book has opened up effect advertisements. However, compared with headlines, platforms such as Tik Tok, Guangdiantong and Fantong, the current effect of information flow and search advertisements in Little Red Book is not ideal. Exposure and no conversion are still problems that plague most businesses. There are many reasons. 90% of small businesses don't have the ability and specialty to use information flow advertising, and the investment cost of learning and operation is too high. The drag of Xiaohongshu's self-operated e-commerce platform can't lead the traffic to Tmall and JD.COM with higher trust. Compared with the platforms (Tik Tok, Aauto Quicker, Weibo) with daily activities of 300 million, Xiaohongshu's daily activities of 3,000 W are not enough to support Xiaohongshu's self-operated e-commerce and meet the traffic demands of third-party merchants. 44. In the background of the brand account, you can directly recharge the advertising expenses without looking for any third-party agency. 45. For the detailed bidding rules and delivery rules of effect advertisements, please refer to 46. As a platform where the third brand can log in, for the general merchants, the current position of Xiaohongshu Store is very embarrassing, which requires cost to take care of, but the income can basically be negligible. 47. The application process of Xiaohongshu Store generally takes 15 days to one month. The worse thing here is that in the process of applying for a store, the manual customer service of Xiaohongshu can't be contacted basically, so we can only communicate by email, and the application for rejection is varied. For any merchant, applying for a Xiaohongshu store is a relatively painful process. 48. There are two kinds of logistics. Cross-border brands must use Xiaohongshu's bonded warehouse and Xiaohongshu's exclusive logistics. Domestic brands can use Xiaohongshu's official logistics or apply for their own logistics. 49. Regarding the related questions of Xiaohongshu Store, you should learn to consult the official customer service "Captain Potato" of Xiaohongshu, and reply in a timely manner. 50. Little Red Book is just one of many social platforms, and it is an important part of the whole content marketing strategy of the enterprise. I will not exaggerate its effect too much, nor will I ignore its role. Finally, to quote General Liang's words, the original intention of many enterprises is to reduce the effect of hard broadcasting, so they plan to attract users to pay attention to the brand with interesting content. But "eye-catching" is only the most superficial function of content marketing, and the longer-term significance is to create an "entrance" for long-tail traffic. Content marketing is a protracted war over the years, and this protracted war is not only about tactics and bravery, but also about money, food and grass, injuries, eating and drinking Lazar. The last time we chatted with a friend, we lamented that the social media platform is very much like the animation I saw when I was a child, the Rubik's Cube Building. Each platform looks like a cube grid, but after drilling in, each world and ecology are completely different. Tik Tok, Xiaohongshu, Aauto Quicker, Weibo, WeChat, it is dangerous for new brands to blindly allin any platform now that our attention is increasingly dispersed. But I will also think that it is no accident that brands such as PWU,HFP and Perfect Diary have risen rapidly. Calm down, although every world in the Rubik's Cube is different, there are only a few formulas to solve a Rubik's Cube. When the brand thinks clearly about its core planting kernel, has a sophisticated team, and understands the rules and playing methods of each platform (this may seem difficult, but it is not as complicated as expected). All we have to do is to express the information I want to convey to the target users in a platform-compliant language according to the characteristics of each platform. A thousand troops are easy to get, one is hard to find, and the difference between platforms is no matter how big, the users we pursue will not change. The rest is to rush to the goal and do the most landing execution. This test is the leader's confidence in the overall strategy and the preparation for dealing with unexpected situations in different battlefields! The increase of local battlefields will not change our demands for the ultimate goal! The "planting grass" of brand content will definitely be a topic we will face for a long time in the next period of time. Forwarded from @ 京京京京