We all know that every brand enterprise in Xiaohongshu can establish its own official certified account, which represents our presence on the Xiaohongshu platform. After a series of account certifications are completed, you need to proceed to the next step, which is the operation of the Xiaohongshu account. This is the beginning of the operation of our account in Xiaohongshu. So how to operate the specific account? Let me share with you the basic operation strategies of Xiaohongshu accounts. First of all, let’s take a look at the picture above, and we can find some interesting points: 1. The focus of operating the brand account on the Xiaohongshu site is the release of note content, so the essence of operating the Xiaohongshu account is also the content operation of the community. Through Graphic notes, videos, sweepstakes, topic creation, and instant publishing or live broadcast are used to reach users and achieve marketing conversions. 2. Next, you can find that the first brand authentication account is QQ Star, which is not bound to offline stores and the presentation page of Xiaohongshu store, the second brand account is Lanc?me, which is only bound to offline stores, and the third one is Account Perfect Diary is bound to both offline stores and Xiaohongshu stores, so there will also be two corresponding binding drainage ports and an additional product display page section for the Xiaohongshu store. Therefore, the operation of the Xiaohongshu account on the site can also be directed to the closed-loop conversion of Xiaohongshu stores or play a role in offline stores. So as a brand owner, how should we plan, layout and operate the content notes of the Xiaohongshu brand account? 1. Clarify the positioning of Xiaohongshu account 2. Planning of account content 3. Interaction of content notes 4. Account collection page 1. Positioning of Xiaohongshu account First of all, the first thing everyone must understand is that Xiaohongshu is a content sharing platform It is a community e-commerce platform rather than a traditional e-commerce platform, so this is also a unique point of Xiaohongshu. As a brand, the first factor to consider before operating a Xiaohongshu account is the positioning of the account. The early positioning of this account is very important, because it will directly affect our later operation rhythm. Usually the two main cores of positioning an account are the verticality of the content and the unification of the target group. It may be relatively simple for the brand here, because what the brand does and who the target group is has already been determined. , and what we need to learn more about are the characteristics of Xiaohongshu platform users. I have written about this in my previous article, you can read it, so I won’t elaborate on it here. This article focuses on account positioning and content planning and sharing. Mainly, one more thing I want to remind everyone here is that all platform account positioning cannot be positioned for the sake of positioning. If it deviates from the brand's account positioning, it will go astray. The following are the 4 types of account positioning that are common among Xiaohongshu brand accounts for your reference: (1) Brand image creation (2) Product promotion (3) Marketing conversion (4) Brand personality (1) Brand image The creation-oriented positioning is used for brand image creation. The positioning-oriented positioning mainly presents the brand image through multiple dimensions. The output content of the account is built around the brand itself, so more attention will be paid to the creation of the overall brand image, which represents the official image of the brand. , authoritative, a role in conveying brand tone. This type is more suitable for products that are not mass consumer goods or already have strong influence. They can drive customer recognition or continuously improve the brand image through good word of mouth. 2. Positioning focused on product promotion. Brand account positioning focused on product promotion generally focuses on a single product or fast-paced promotion of product updates, such as the announcement of new products, key products, etc., compared to building an overall brand. The image can guide traffic to the sales direction faster (3) Marketing conversion-oriented brand accounts are mainly used for mass consumers, high-frequency consumption, simple purchase decisions or need to be guided from online to Offline venues, in-store consumption, etc. (4) Positioning that focuses on brand persona. Brand accounts that focus on brand persona mainly emphasize playing with users or sharing relevant knowledge and fun things, showing a personalized and personable brand image, making it more accessible. Close to consumers etc.

2. Account content planning. After the account has confirmed its positioning, the next step is to plan the account content. This is also the most core element in the subsequent operation of the account and can directly affect the acceptance of the account in the hearts of users. Welcome. Here are several important dimensions surrounding account content planning: (1) Style presentation (2) Content direction (3) Content value (4) Content characteristics (5) Update frequency (6) Differentiation (7) Presentation form (1) Style presentation The style presentation here is mainly divided into two parts, namely the presentation of visual style and the presentation of content expression style. Visual style presentation: It is mainly a beautiful experience in the user's visual sense. When seeing the account homepage, you can feel that the account homepage interface is as consistent as possible. For example, you can use account positioning, brand tonality, and final content notes. Cover color matching, etc. Content expression style: For example, if the account is positioned as a cute brand character, then the expression synchronized to the content should also be sweet and smart, rather than the official blunt content expression form, etc. (2) Content direction Content direction It is also a domain category of account content. For example, the shared content of Joyoung Kitchenware is the application of products related to daily life scenes as the content operation, and then it is enough to maintain consistency in the main direction of this scene, which is mainly helpful for the account to give The user’s overall sense of value will then increase the attention rate. (3) Content value is the core for every account operation. For example, what value does the shared content bring to users? Is it able to generate an emotional user experience or can it solve user needs or just promote publicity? New products or features, etc. (4) Content characteristics Content characteristics are the content types of our account layout, such as popular science about functional product introductions or popular science about using strategy tutorials. Here I have also listed some common content characteristics. You can choose to refer to: ①Industry Relevant science popularization categories ② life scene applications ③ new product official announcement information ④ evaluation categories ⑤ brand marketing activities and promotions, etc. ⑥ mainly interactive content with users ⑦ others and so on. . . (5) Update frequency here also mainly revolves around two parts, content update node and content persistence content update node, which corresponds to the number of updated note content in daily, weekly or monthly time units, such as one update per day, The number of notes is updated 3 times a week or 20 times a month. Another option is the choice of a fixed update time point. This is optional and can be decided based on the content characteristics of the account or the rhythm feedback of fan interaction. Content continuity is a test of your brand team's creative capabilities and content planning. Having a steady stream of content updates is one of the elements that vitalize an account, so the whole thing must be planned in advance. (6) Differentiation Where there are people, there will be competition, and the content differentiation of the account can affect one of the skills to quickly stand out among many brand account types. Of course, this also depends on the positioning of the brand account. It depends on whether the layout of our brand account content requires differentiated operations. (7) Presentation form The presentation form means that the note content depends on the account, whether it is shared through the release of video vlog or graphic notes. This is related to the preparation of shooting tools and funds, so it is also necessary to plan. 3. Interaction of content notes Account interaction is relatively simple, but it may often be easily overlooked by many brands. First of all, you must know that Xiaohongshu is a platform with social attributes, so interaction with users is necessary. Account note interaction generally brings several benefits: (1) It satisfies users’ pleasure in being flipped over, and helps with loyal users and more interactions with subsequent note content. (2) Strengthen the participation of other users. After all, everyone likes to get together for hot discussions. (3) Guide and explore user points of interest, which is a good source of small intelligence for subsequent content production or optimization. (4) Marketing conversion guidance, making it easier for users to convert and avoid loss, etc. (5) The platform is also very happy, and there are small welfare gifts for traffic. The above is just the message interaction of a single account note, so there are two other aspects of interaction, namely the application of interactive pages and brand topic pages.

(1) Interactive page The interactive page section mainly displays the usage experience sharing notes released by many users of the brand. For example, the experience sharing notes content of customer A after purchasing the product and actually using it, as long as the user's note content is @ Brand side, then we will receive the user's note sharing content, and ultimately the brand side can decide which users' shared note content can be displayed in the brand account interactive page section. In a simple sentence, it can be understood as the total number of user buyers. Show note sharing and picture list. In the same way, our brand account uses the user experience as a strong endorsement of the product or brand. Learning to share and interact with users can bring unexpected benefits. Therefore, it is recommended that everyone pay attention during operation. (2) Brand topic page The brand topic page is a content note collection page initiated by the brand around brand-related theme activities, etc. It includes the relevant notes of users discussing the topic, which will be concentrated here, similar to a page for the brand Related topic circles organized. This suggestion is that you can not create a topic until you have determined it in the early stage, and do not create it casually just for fun. Otherwise, when you really need it, you will create it casually out of curiosity after the meeting. After all, the creation of the second topic will be charged. Yes, it’s quite expensive. 4. Account Collection Page The account collection page recommends everyone to pay attention to the album section. It can classify previously published notes, making it easier for users to jump to notes with interesting content. It can also increase the depth of access and increase the account's attention rate. small functions. Summary Therefore, the positioning confirmation of the Xiaohongshu brand account is a very important point in the early stage, which affects the later operation personnel costs and the rhythm of operation planning. The essence of Xiaohongshu account operation is content operation, that is, the account's note sharing, and the uniformity of note content, update frequency, account and user interaction, and finally the closure and conversion of the store on the Xiaohongshu site may affect searches outside the site. heat. Guided by the brand's own operating strategy, this is our daily operation as a brand account in Xiaohongshu. Welcome to follow this Zhihu account to view more Xiaohongshu-related articles, which can help you grow and publish. Public account: Qianmo Ckay