Although I am writing about how the Xiaohongshu platform should be operated as a brand, before I begin, I must emphasize that it is a hoax to talk about the operation of any specific platform without considering the overall brand content strategy. ! The operation and launch of social media platforms are like local battlefields in a big battle for a brand. As a brand owner, the formulation of content and media strategies is the core of the entire market campaign, and in local battlefields, determination and fierce execution are closely related to the achievement of the final effect. Understand the platform rules, determine the rhythm of local battlefield delivery, and do not care about the gains and losses of one city or one pool. If any KOL (including big Vs with big heads, such as Li Jiaqi and Mi Meng) fails to launch, your entire plan will be severely damaged. If you don’t even dare to launch the next time, it shows that the entire marketing department has a gambler’s mentality from top to bottom, hoping to make a big profit. Such a brand has a high probability of being difficult to succeed on social media. Specific to the Xiaohongshu platform, as an individual operator, you need to understand the platform rules. Similarly, as a brand, you also need to understand the platform rules, so that whether you operate it yourself or find a supplier, you can clearly know what can and cannot be done, so that Efficiently conduct marketing planning and execution. In fact, what drives brands crazy the most about Xiaohongshu is that it gives brands too many operational functions. This is inevitably related to Xiaohongshu’s own strategy of developing both e-commerce and content communities. But there is no way. It is difficult for us to avoid the theme of "planting grass". Therefore, all we can do is to understand it step by step. Below are 50 experiences about Xiaohongshu brand operation. 1. As a brand owner, you should know that there are three backends that you can log in to on Xiaohongshu. They are: brand partner backend, brand account backend, and brand mall backend. 2. Similar to Zhihu institutional accounts, Douyin Blue V, and Weibo Blue V, there are also certified accounts for brands in the Xiaohongshu community. If you want to promote Xiaohongshu, a brand account is a very important prerequisite (you can’t talk too much about it, haha, because after all, there is a special industry, let’s leave it to the end). 3. The important role of the brand account: the daily content output of the brand account, but one thing to note here is that unlike the WeChat official account, the content of the Xiaohongshu brand account can only be edited and published on the mobile phone, and the content cannot be edited in the PC backend. edit. The search results will give a higher weight to display promotion notes. This is also the function that most brands are most concerned about. Because of the Xiaohongshu collection system mentioned before, brands that have not reported on Xiaohongshu no matter what they are looking for. Whether promotion is done by amateurs or brand partners, the inclusion rate of the content will be very low, resulting in a lot of waste of traffic. Therefore, applying for a brand account is the first step for a normal brand to promote Xiaohongshu. Information flow effect advertising is supported by data analysis of delivery permissions. You can see the growth of fans of your brand account and the likes ratio data of your notes in the background of the brand account. What is important is that you can see the data of brand partners in advertising cooperation. 4. To apply for a brand account, enter the brand account backend to apply. There are not many material requirements, but you need to pay attention to the prohibited industries required by Xiaohongshu. In addition to pornography, gambling and drugs, which are banned everywhere, tobacco (including e-cigarettes) ), Feng Shui are prohibited industries; the medical and health industry only supports the health care products industry, and daily medical equipment (only contact lenses and beauty instruments are supported), but nothing else is supported. Therefore, for medical and beauty customers who often come to us, if they want to open a Xiaohongshu brand account through normal channels, there is almost no chance; entry related to virtual currency is prohibited, and entry to the Internet financial industry is prohibited; the gaming industry requires software copyright registration certificate + version The above Xiaohongshu prohibits organizations and companies from applying for brand accounts. Individual practitioners in industries where Xiaohongshu’s brand accounts are banned can create their own accounts, but the content they publish must be very soft and have a certain amount of content. Dry information, otherwise it will be easily judged as illegal content, causing the account weight to be reduced. 5. The certification fee for brand account is 300 yuan, and the certification is valid for one year. An annual review needs to be completed every year. 6. Regarding trademarks, Xiaohongshu has stricter requirements. It requires that the registered brand must be an r mark, and a tm mark basically cannot pass the review. 7. In the brand account, you can choose to bind the brand's store on Xiaohongshu. In this way, when viewing the brand account on the mobile phone, the brand's store on Xiaohongshu will also be displayed. 8. I have to complain here. It seems that Xiaohongshu has completed the closed loop from content production, content search, to purchase decision in its own ecosystem. All traffic is converted into consumption in the platform, and there seems to be no waste of traffic.

But there are huge problems with the logic! Remember what Cao Da (the public account caoz Meng Ya) shared before, even giants will not do everything by themselves from the beginning. Xiaohongshu is currently involved in everything from content to e-commerce. This has resulted in the current need to rely on a lot of costs to support two completely different business modules. You can imagine the difficulty of this. One of the most serious problems currently facing Xiaohongshu stores is that users have a serious lack of trust in Xiaohongshu e-commerce as a whole. In addition, other e-commerce platforms have limited control over overseas shopping (Tmall International, Vipshop, Pinduoduo). The heavy investment and the weakness of Xiaohongshu's own supply chain make it difficult for users to ensure low prices and authentic products on the Xiaohongshu platform, and thus they are unable to continue to make purchases on the platform. Therefore, the current overall conversion rate of Xiaohongshu e-commerce stores is not very satisfactory. Customers are currently exposed, but it has become a common phenomenon that they have not been converted. 9. Although Xiaohongshu’s e-commerce business is not outstanding, we cannot deny the value of a platform with 30 million daily active users to the brand. Xiaohongshu's community is still there, and more than 400,000 notes are produced on the platform every day, and its impact on users is still strong. 10. Just like when operating personal accounts, brand account operators should also give priority to "Shu Guanjia" before starting to output content. While Su Guanjia publishes rules for personal accounts, it will also publish some relevant rules for brand accounts. 11. From the perspective of merchants and brands, understand the definition of "promotion notes" in the Xiaohongshu ecosystem, which has been discussed in the 50 items on personal account operation. To put it simply, any content that brands and merchants can think of to induce users to promote their own products (draw attention, forwarding, paid promotion, etc.) can basically be classified into Xiaohongshu’s “promotion notes”. Xiaohongshu does not restrict brands and merchants from marketing through promotional notes, but it does need to comply with some community rules. 12. Generally speaking, the Xiaohongshu community platform will have three basic principles, which will affect the inclusion, emergence and ranking in the community. Delayed ranking mechanism, data review mechanism, content review mechanism. 13. Delayed ranking mechanism, Xiaohongshu every day There are a lot of notes posted by users. In order to prevent the ranking of notes from floating too fast, the comprehensive ranking of each keyword in Xiaohongshu will be refreshed within a cycle and displayed in a delayed manner rather than in real time. 14. Data review, as the name suggests, is to review whether data such as likes and comments are true. Similar to Douyin’s completion rate, Xiaohongshu will also judge the reliability of user data based on how long users stay on the note page. For excellent content notes, users will turn to the last page and read it carefully. You will also gain more exposure within the community. 15. Content review is mainly to detect violations such as guidance, inducement, and marketing. 16. Currently, there are three channels through which promotion notes can be published: Xiaohongshu brand partners, amateur accounts and the brand account itself. When brand partners publish promotion notes, they must use the brand partner reporting system. To put it simply, there needs to be one more option when posting notes to KOLs selected by the brand. 17. The final effect of the brand partner’s promotion notes on the Xiaohongshu page is as shown below. In order to complete the transaction loop in the Xiaohongshu ecosystem, a brand partner can easily add links to the brand's products in Xiaohongshu during the process of cooperating with the Xiaohongshu brand. In addition, you can add relevant brand tags to the picture, and click on the tag to directly enter the store page of the Xiaohongshu brand. 18. Xiaohongshu is very strict about the protection of its own traffic. Therefore, no matter whether the brand publishes any promotion notes within the Xiaohongshu ecosystem, it is not allowed to include diversion information in the content and comment area, especially if there is no way to divert traffic to Any e-commerce platform and social platform (Taobao, Tmall, Pinduoduo, WeChat) except Xiaohongshu. It is impossible to reply to the user's WeChat ID and Taobao store name in private messages (this can be solved by using special-shaped characters, but it will greatly affect conversion). Don’t ask your suppliers to guide Tmall stores or landing pages. These are the rules of the platform. Be clear about the characteristics of the platform and don’t waste time in such laborious and fruitless places. 19. The selection of brand partners, in layman’s terms, is the selection of Xiaohongshu and Big V internet celebrities. For brands, there are several key points of concern when it comes to KOL screening: where to find partners, how to judge if a KOL is an excellent partner, and if a KOL gets a relatively low quote. 20. For brands that are new to Xiaohongshu, currently Xiaohongshu has carried out drastic version iterations, and Xiaohongshu’s KOLs have also entered the national MCN era. Brands can find KOLs in various related fields through the Xiaohongshu brand partner backend.

However, unlike Douyin’s star map, it is currently not possible to place orders directly on the Xiaohongshu brand partner platform. The brand still needs to contact the mcn organization or individual to which the KOL belongs to conduct transactions. 21. Although it is currently impossible to place orders in the backend of brand partners, the greatest value of the platform currently lies in the anchoring of prices. Partners and mcn institutions will log in to the platform to update their prices. Therefore, as a brand, we at least have a strong sense in mind that the media’s quotation should not be much higher than the platform’s quotation. 22. Another way is to find a reliable media supplier. In fact, the most test of this is the brand’s usual resource accumulation in this area. Because the media industry is very deep, I will not go into details in the article. 23. How does the Xiaohongshu platform judge the quality of a brand partner’s account? Generally, there are several dimensions that require special attention. The content of the account itself, the frequency and number of advertisements released by the account, the number of likes, comments and other data stored in the account, and the background data (need to be reported to the KOL) Request), whether the reading volume and exposure data account has recently generated hot articles (high weight), due to the stepwise traffic recommendation mechanism of the Xiaohongshu platform, if a KOL has hidden like data for each note, whether it is an advertisement or daily content Very stable at 200, 300. It can basically be judged that such accounts have done data maintenance, which is what we usually call buying likes and comments. Because it is difficult for an individual KOL to be recommended by the platform for every article he writes (it is even weirder if the advertisements have the same data), therefore, a healthy KOL data should have fluctuations, not be static. Price, needless to say, brands all hope to pursue "the ultimate cost-effectiveness" 24. Let's use a small v account to judge the quality of the account. Full score: 5. First of all, the content of the account itself is a bit mixed, but it is consistent with the output content described in the introduction. It mainly focuses on skin care, store exploration, and bag unboxing. During the sharing process, real people often appear, with subtitles and some music, which proves that the up owner has a basic understanding of content output. Titles and tags are added to the photos, and the explosive articles will be output around some long-tail keywords. Therefore, from the perspective of the content, From a perspective, there can be accounts whose advertising frequency is relatively consistent with Xiaohongshu rules and does not exceed 20% of the account's own output content. The account itself has 1.8k followers, but the number of likes is 9k, which is a deduction. After communicating with the KOL, I got the background data. I was pleasantly surprised to find that the reading volume and exposure of this account are relatively stable compared to this level. There is no account being restricted. Therefore, we can put it last here. The biggest bonus point of this account is that in the process of continuous output, periodic explosive articles often appear. This is a bonus item for traffic, which can be given to the final, and can be confirmed on the partner platform. After the price, the price/performance ratio is pretty good, so this account can be included in the list of brands to put in. The comprehensive evaluation should be 25. Brands need to make sure that the account they advertise has no recent violation records that have been warned by Xiaohongshu. Frequent and unrestrained advertising will lead to a reduction in account weight, traffic restrictions, and impact on content exposure. 26. In a separate article, the cooperation and sense of responsibility of the brand partners should also be the criteria for judging whether the account is of high quality. Do not let the pigeons go, and respond to information in a timely manner without losing contact. In addition, we are willing to cooperate with customers to make modifications, and can provide some suggestions on their own content. If we deal with such an account, even if the price is slightly higher, as a brand, we are willing to continue to cooperate. 27. Another channel for promotion on the Xiaohongshu platform is amateur promotion. In layman’s terms, it is an ordinary navy account. As a brand, you first need to understand the core purpose of amateur advertising. For new brands, there needs to be a certain volume of content (included content) under the Xiaohongshu brand keyword. Generate buzz under the many related words and core planting words corresponding to the brand product itself. 28. Taking a new product as an example, when users obtain brand information from random channels, they choose to search for brand words in Xiaohongshu. The page is as shown below. The notes that appear under the brand words are all the notes included in the brand words in Xiaohongshu. The number of discussions determines the popularity of the brand, and the quality of the note content is an important factor affecting the user's final decision. 29. Promotion on any platform is a battle for traffic, and Xiaohongshu is no exception. The inherent disadvantage of amateur content production results in a relatively single role. However, the core function of Xiaohongshu’s amateurs is to occupy space for keywords. 30. Similar to Baidu SEO’s keyword strategy, Xiaohongshu may require brands to continuously mine precise long-tail words and related words related to products, and use content to seize the position under keywords.

31. Compared with brand partners, we will judge from multiple dimensions. For amateurs, because of the number, although we will also consider from multiple dimensions, we will focus on it. To consider the advantages and disadvantages of brand experts in the execution process, you need to look at the following indicators in order. The inclusion rate, including the inclusion rate of Xiaohongshu, the inclusion rate of brand words and keywords, whether the keywords in the title are embedded, the aesthetics of the picture, the optimization of the hidden likes, the weight from high to low, and the production of content by amateurs is the process that most tests the team's execution ability. To lay out a large amount of content that does not violate the rules, on the one hand, you need to have a good understanding of the rules of the platform, and on the other hand, you need to reserve enough amateur resources. 32. If the notes are not included, there will be no exposure in Xiaohongshu, resulting in zero meaning for amateurs. Therefore, as a brand, you don’t mind adding a “statement of interests” to the notes. We have made it clear that our first goal in promoting Xiaohongshu is to gain exposure and traffic. At this time, safe inclusion is the top priority. 33. Promoting notes shows “relevance of interests” and will not reduce the exposure of the notes! The real reason why notes are not exposed has the most to do with the weight of the account itself and the content. The brand thinks about the direction of content production from the user's perspective and generously allows bloggers to make statements of interest. Ordinary users will not be particularly annoyed. Instead, they will hide it and deliberately recommend it. The exposure of such notes will be very low. 34. The so-called illegal notes, on the one hand, are content notes containing a large number of sensitive words, such as various price reduction benefits, activity benefits, discounts and other inducing words, as well as other sensitive words related to purchase and traffic mentioned before. If you want to see if your notes contain sensitive words, you can search for the mini program on WeChat, "Xiaohongshu Sensitive Word Query." 35. Brands that are found to have violated regulations by promoting a large number of notes will have their traffic restricted by Xiaohongshu across the entire platform. The gain outweighs the loss. 36. Xiaohongshu brand account, compared with the traditional dual-micro operation, the content operation of recommendation platforms such as Douyin and Xiaohongshu has higher requirements for the brand. I very much agree with the previous article by General Liang (official account). The core of content marketing for enterprises is to have "cost awareness." The cost here is not only the "money cost", but also includes the time cost, creative cost, and investment within the enterprise. The mental cost of consumers. 37. Although brand accounts have the function of sending group private messages, if the private messages contain commercial diversion and harassing advertisements, they will be restricted for 48 hours/7 days/permanently according to the number of violations. 38. The brand account itself cannot publish information with commercial diversion, but currently Xiaohongshu has opened the brand topic function. To put it simply, it is somewhat similar to the topic on Weibo. As a moderator, brands can encourage and guide users to post 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 through means such as prize draws and other means that cannot generally be published in notes. Currently, each Xiaohongshu brand account has the right to apply for one topic for free, but the second topic requires paid application. The price is currently 100,000 per topic... haha. 39. For some offline brands with local characteristics, don’t ignore the regional traffic brought by Xiaohongshu. This part of Xiaohongshu relies on sharing forms such as notes to erode some users of Dianping. It can be said that for some tourist cities with a high floating population, Xiaohongshu is a word-of-mouth traffic entrance that cannot be ignored. The iteration of the new version in the picture below increases the entrance weight of local activities and places it directly below the search bar. 40. The collection rate of offline store visit notes is significantly higher than that of online brands. Judging from the current situation, Xiaohongshu maintains a certain degree of tolerance for offline stores. Generally, notes with relatively exquisite content (pictures, text) and a link to the merchant's geographical location can be included. 41. In some categories in popular cities, the number of "recommendations" is usually around a few hundred people. Compared with the fierce competition from Dianping, it is much easier to "design" Xiaohongshu's reputation. 42. Regional words + demand long-tail words are the most necessary keywords for offline stores. For offline merchants, it may not be that fast for Xiaohongshu to achieve immediate results. However, the content needs to be accumulated gradually. If you are interested, you can observe how much content in keywords such as "Hainan Seafood Restaurant" is deliberately designed by the merchants. As far as I know, it has brought a very considerable amount of customer traffic to the bosses. 43. Xiaohongshu has opened up performance advertising. However, compared with platforms such as Toutiao, Douyin, Guangdiantong, and Fantong, the current results of Xiaohongshu’s information flow and search advertising are not ideal. Exposure but no conversion is still a problem that plagues most businesses.

There are many reasons why 90% of small businesses do not have the ability and expertise to use information flow advertising, and the cost of learning and operating investment is too high. The drag of Xiaohongshu's self-operated e-commerce platform cannot guide traffic to Tmall and JD.com, which have higher trust. Compared with platforms with daily activity of 300 million (Douyin, Kuaishou, Weibo), Xiaohongshu’s daily activity of 30 million is not enough to support Xiaohongshu’s self-operated e-commerce and meet the traffic demands of third-party merchants. 44. In the backend of the brand account, advertising fees can be recharged directly without the need to find any third-party agency. 45. For detailed bidding rules and placement rules for performance advertising, please refer to 46. As the third platform that brands can log in to, for ordinary merchants, the current position of Xiaohongshu stores is very embarrassing, and it requires a high cost to build it. Reasonable, but the benefits are basically so small that they can be ignored. 47. The application process for Xiaohongshu stores generally takes 15 days to a month. The saddest thing here is that during the process of applying for a store, Xiaohongshu’s manual customer service is basically unreachable and can only be communicated by email. There are various problems with rejecting applications. For any merchant, applying for a Xiaohongshu store It is a relatively painful process. 48. There are two situations in 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 issues related to Xiaohongshu stores, you should learn to consult Xiaohongshu’s official customer service team, “Captain Tu”, as the responses will be relatively timely. 50. Xiaohongshu is just one of many social platforms and an important part of the company's entire content marketing strategy. I will not overexaggerate its effect, nor will I ignore its role. Finally, a quote from General Liang said that the original intention of many companies is that the effectiveness of hard advertising has declined, so they plan to use interesting content to attract users to pay attention to the brand. But "attracting eyeballs" is only the most superficial role of content marketing. The longer-term significance is to create an "entrance" for long-tail traffic. Content marketing is a protracted battle that lasts for many years, and this protracted battle is not only about tactics and bravery, but also about money, food and grass, injuries, and food, drink, and diarrhea. Last time I was chatting with a friend, we lamented that the current social media platform is very much like the cartoon we watched when we were children, Rubik's Cube Tower. Each platform looks like the cells of a Rubik's Cube, but once you get inside, each world and ecology is completely different. Douyin, Xiaohongshu, Kuaishou, Weibo, WeChat, now that our attention is becoming more and more scattered, it is dangerous for new brands to blindly allege on any platform. But I also think about it. The rapid rise of brands like PWU, HFP, and Perfect Diary is no accident. 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 a brand thinks clearly about its core grass-growing core, it has a sophisticated team that understands the rules and gameplay of each platform (this may seem difficult, but it is not as complicated as imagined). What we have to do is to express the information we want to convey to the target users based on the characteristics of each platform and using language that suits the platform. An army is easy to come by, but a general is hard to find. No matter how different the platform is, the users we pursue will not change accordingly. The rest is to pursue the goal and do the most practical execution. This tests the leader’s ability to Confidence in overall strategy and preparation for emergencies on different battlefields! The increase in local battlefields will not change our pursuit of the ultimate goal! The "planting" of brand content will definitely be a topic we face for a long time in the coming period. Reposted from @王煜