Xiaohongshu operation FAQ account positioning, attracting traffic, operation, Darren placement, merchant...

I, account problems (a) how to do account positioning? First of all, we have to determine the primary category, then determine the secondary category, and then determine the form and style of the notes.1, the current status of the category Xiaohongshu has 15 categories such as beauty and skin care, fashion wear, jewelry and accessories, food and drinks, home and home decoration, mother and baby, early childhood education, fitness and fat loss, cute pets and animals, travel and accommodation, education/workplace, grown-up psychology, emotion, business and finance, art and design, technology and digital, photography and shooting. Recent track selection Whether we do bloggers and brands, the first step is to choose the big category, choose fashion wear, next to think about the secondary category, whether it is clothing, hair, bags, shoes and boots, accessories, fashion or other. Such as after choosing clothing secondary category, the clothing industry content form will be organized, in the clothing industry, there are wearing fashion knowledge, wearing with the program, ootd, clothing evaluation, clothing selection strategy and other content forms, at this time, according to the difficulty of filming, the expectation of rising powder and the attributes of the persona, etc., to choose the form of filming suitable for themselves. And then, combined with their own advantages, after choosing a style, you can pass the search box to see what is currently in line with your benchmark account, this benchmark is mainly divided into 3 kinds. The first, V level, fans in more than 20W, this is the ideal target, with reference to its tone and style; the second, 2-10W, serious learning object, see how he cover shot, how to write the title; the third, 0-2W fans, this is a key reference object, that is, we are talking about the benchmark account, through the persona, content, selection, explosive, fans and cash flow methods, such as the analysis of the 6 aspects. Benchmark account analysis of the 6 elements of the first selected large category, find the secondary category, find the benchmark account, such as to determine that we are literary and leisure style OOTD, and then go to study this category, to see what basic scenes, indoor around the home + fitting room, outdoor around the street, fitting room are good scenes, to think about what kind of innovation they should be, so that the user remembers us. (B) small red book need to raise the number? A: to reserve personal opinion, it is recommended that the personal number can be issued in the early stage of the function of some notes that can cause interaction, and the enterprise number can increase the account activity by sending small gifts. (C) what is the difference between the personal number and the enterprise number? A: There are 2 major differences between the registration difference: the personal number can be registered by cell phone number, the enterprise number in the small red book professional number backstage login to submit the relevant qualifications, the certification fee of 600 yuan / year, about three days to review and pass. Rights and benefits difference: 1, personal number rights and benefits: ① open potato store, 1000 yuan deposit ② 500 fans can be placed more than potato content heating (no sponsorship label) ③ more than 5000 fans can be stationed in the small red book Dandelion platform, accept the brand's advertising needs; 2, professional number rights and benefits: professional number store rights and benefits at a glance ① multi-functional components: online store, offline stores ② potato promotion + advertising ③ Darren cooperation, through the Dandelion Square direct order for cooperation ④ Sweepstakes notes, free to create a business topic ⑤ New product trial opportunities (need to have a mall) ⑥ Data backstage, dynamic adjustment of the direction of operation Overall, compared to the personal number, the enterprise number has a more marketing-specific features permissions are more, if it is only a record of their own lives, then there is no need to apply for the enterprise number, the enterprise number is suitable for the need to plant grass in the small red book and diversion of the merchant. Second, the traffic problem (a) notes modified will not have an impact on the flow? A: notes just released to show violations, is the need to do a second revision, the small red book official to come to us again to edit the notes of the opportunity is for us to use, but the second revision of the audit triggered again, the audit time is slightly longer. Do your own account also encountered this situation, due to certain keywords, the audit nearly 1 hour did not pass, the back of the deletion of the reissue, to get the flow of recommendations, so the modification is not a problem, a short period of time is not frequent modification, it's fine. Whether or not the weight depends on whether the modified notes are violations, if there is no violation of the normal recommended, if too frequent modification of the notes on the weight will still have some impact, the more often the audit of your violations are also more likely to be found. (B) third-party data analysis platform to choose which one? Thousands of melons, gray dolphins, new list, the number of stars have used, the market analysis software can meet your needs, because the recent use of the number of stars more than the number of stars, I personally use the feeling of OK, because of the Premium Edition members are also more expensive, there is a need for small groups of partners can buy. (C) small eyes and the number of likes and comments ratio is about how much? I think the reasonable value, just for reference, small eyes/likes Tibetan comment 5% or so, if higher than 5%, it shows that the notes are more likely to get interaction, if less than 5%, to determine whether the notes have interaction problems. Of course this 5% belongs to the upper middle class notes, the prediction is that most of them are around 3%. (D) how to better test the cover image? Notes the first no traffic and then send traffic whether it will be affected in the video cover, the small red book on-line cover test tool, through the creation of service center cover test, you can publish the video on the computer side, upload 4 pictures as a cover (1 default cover + 3 PK cover), the system will randomly display these four pictures to everyone, 10 hours later will be based on their click-through rate to choose the best data to become the final cover. Secondly, you can look at the "viewing" index of the last 7 days through the creation center, or fries or effect ads are testing the click rate, the main test of the click rate, the click rate is higher than 5%, it means that the cover and the title to attract users, if it is less than 5%, it means that there is still room for improvement in the cover and the title of the note. As for the first notes situation, as long as your account does not violate the flow restriction, there is no flow and then send notes, there is no impact. Third, the violation of the problem (a) vegetarian promotion with the same notes is risky? For the platform, it is best to be original, as far as possible, do not appear the same picture and text. Do a good job of de-emphasizing, video pumping frame la, accelerate and decelerate, to prevent being ruled illegal. (B) where to see the search volume of a certain term, as well as crowd profiling? You can find out through Yien, click on the keywords to see the crowd image and what are the current hot words, as well as the crowd image behind. Headphones Yeen crowd keywords (c) how to avoid my moments often violate? "My Moment" guide users to do attention, the behavior of infusion will also be re-audited, and the recent check is more intense, there is also the case of being injured by mistake, if there is no infusion behavior but show violations can be appealed. If you have already set up a successful private message flow, you can not move it first. If "my moment" is a normal product selling point publicity, not infusion, can continue to set up, it is recommended to set their own product highlights, such as natural blogger "good algae oil amber" "Dr. natural "account settings (d) why search account notes? 1, notes violations, not included, through multiple mobile devices, to search the title keywords have not searched. 2, included, you do not see, more than enter a few title keywords to try. 2, the title keywords are not included, you do not see, more than enter a few title keywords. (E) found a violation of the content of how to report 1, notes in the presence of violations, please click on the notes of the upper right corner of the... to report, and select the reason for reporting; 2, there is a violation of the user profile or behavior, please click on the user's personal page in the upper right corner of the more, choose to report, and select the reason for reporting; 3, there is a violation of the comment, please long press the comment, in the pop-up menu, select report; 4, there is a violation of the private message, please long press the private message, select report. (F) notes have been plagiarized/stolen how to find notes have been plagiarized or stolen, you can click the upper right corner of the note details page of the plagiarized notes, select report in the pop-up menu, and select "plagiarism" as the reason for reporting. Please add a link to the original note or a picture of the original note and the time when the note was published in the reason for reporting, and the official will deal with the plagiarism after verification. (G) whether the brand notes collection can be advertised the first is in advance of the trial, put, then let the operation of the first review, the current advertised self-operation and generation of operations, self-operation to see if the mailbox has official operation contact information, on behalf of the operation, you can directly let the operation of the small partners to mention the review; the second report, click on the advertised to see if it can be audited and approved, the content of the direct mention of other brands is more difficult to suggest that you can use the trumpet to mention the other brand in the Comment area mentioning other brands; it is recommended that all do report the brand owners, be sure to look at the information flow, not for you to consume, is to let you and the official or agent docking, so that when you put in the Darwin, in advance to avoid the pit!!!! Fourth, product operation (a) what products are suitable for the Little Red Book? First of all, the prohibited products are not allowed, such as tobacco, medical and health, gender, feudal superstitions, high-risk security, etc., the other in the case of access to three details to determine whether the brand is suitable for the small red book. 1, the crowd is not matched: the small red book users to 15 ~ 40 years old women, mainly in the first and second tier cities, coastal cities, the majority of the user's spending power is very strong, and the categories related to women are more suitable, such as beauty, clothing, bags, accessories, etc.. 2, product positioning match: Xiaohongshu is a platform that likes 'exquisite sense', suitable for exquisite, lovely, ceremonial products, or functional, clear selling point products, with high-quality content. 3, grass waiting time: Xiaohongshu favors grass and consumer decision-making guidance, suitable for consumption of a long time to endorse, and continue to spread. (B) what is the more accurate social content? Grab the "social app" in the last 30 days in the small red book liked the most of the first 30 notes. Yien data social app data exported notes through the distribution of people to organize, you can see that social apps recently are relying on people in the release of the primary Darren accounted for the largest proportion, and most of the content to the app recommendation based on the recommendation, it is recommended that, through the preliminary primary Darren seeding, so that the user to search for the name of the APP, and then through the enterprise to guide customers to try. Yeon data on the Darren data statistics (c) how to write a good pop-up article? The premise of the pop-up is to think about their own positioning, the user is what kind of people, what kind of benefits can be provided to them, after the positioning is determined, from the naming, introduction, body, so that the user perceives your value. Such as doing curation, naming can be used XX chat curation, said curation, etc., and then in the selection of topics, cases, skills, tips tips and tricks, etc., so that users can see your notes on your curation ability is particularly strong, you must pay attention to you. (D) how new brands less budget to hit the new world? Minimum budget in other words, it is best to have no budget, this depends on how to understand, if your product value is very high, the function is very cattle, the price is low basically can crush rivals, but more than 90% of the new brands on the market are not able to realize, most of them only have an advantage in one way or another. Therefore, in the early stage of placement, you first polish the product selling point, preferably only 1 point, and then find 2-3 points to support the formation of the content dissemination pyramid. Little Red Book content dissemination house on top of the budget, first use the enterprise account to do the test, write 3-5 product notes, look at the click rate of the notes, and then test with French fries to see if you can create some explosive articles, such as French fries are also very effective, you can go on the information flow for the volume of release. Synchronization to find some vegetarians to store, do some basic word of mouth, and then find some KOC to evaluate, the brand base sound volume, this series of actions, the overall budget is less than 10W, through this first wave to verify whether the brand selling point is correct, and then adjusted in the second stage. (E) travel photography class enterprise account how to layout, how to operate? The first point to look at the category and what the brand needs at this stage, seeding or harvesting? For travel photography customers directly hope to be transformed, through the number of stars in the art of the small red book to do a good job of some of the types of customer notes, respectively, after the ancient travel photography, the only travel photography, earl travel photography, found that the distribution of their notes coincide in the wedding record, followed by the wedding experience. The hot words in the travel photography industry are concentrated in "wedding photos", "travel photography", "photography", "wedding photography", etc. You can also increase the probability of notes being searched according to the industry keywords. The Yeeen star number - travel photography business notes distribution Yeeen star number - travel photography industry content hot words small red book travel photography class do well Platinum Jennifer travel photography, photography family travel photography, the only travel photography, TangVision global travel photography, Mori travel photography, etc. can refer to learn from, to put their explosive article top 10, derive, and then study and organize for imitation. Wedding records and wedding experience for travel photography business are relatively good operation, it is worth noting that the notes with 3-9 pictures, to enhance the richness of the content, in accordance with the order of the content of the body or chronological discharge of the picture, the picture between the design and style with the harmony of the picture needs to highlight the theme of the content, the body of the notes can be used in the structure of the general - sub - general. The beginning and the end to highlight the main points, detailed content in the middle of the expansion, can be used playful, cute colloquial style to enhance the attractiveness, to ensure that the user's reading experience is clear and smooth; comment area is also an important part of the notes, you can interact with the comment area users, in the comments of the first few to guide the customer to private letter. On the notes release time point, some people say eight or nine o'clock in the morning, five or six o'clock in the afternoon, ninety o'clock in the evening, but I personally feel that the specific time to release the notes, according to their own actual situation, if there are already a certain number of fans, you can look at the fans in which time to interact with you more frequently, choose the fans with a high degree of activity at a point in time to release. Fifth, the people put (a) head, waist and vegetarian how to match? Look at the stage of their own brand, if it belongs to the new product, the urgent need to build the volume of sound, then the most important thing at this stage is that the target customers know your product, you can choose the vegetarian or koc to pave the volume, if there is a certain amount of brand sound into the word of mouth detonation period, you can increase the waist of the people if the brand in the process of placing the need for some kol to do the endorsement of the company can be appropriate to add some kol, which also depends on the company's The budget of this also depends on the company. (B) Darren must be reported? To find people, either in the Dandelion order, there is to find MCN agencies, the small red book points after the mechanism is recommended to go to go to the people to report, in the platform to do business with a more stringent crackdown on the observance of some of the rules, if you want to do a small amount of non-reporting grass recommended to do, and non-reporting grass as much as possible to pay attention to the extent of the content of the hard broadband. (C) in the advertisement, the collection of brands how to pass the trial? The first is in advance of the trial, put if you let the operation of the first to help review look, the current advertising has self-operated and generation of operations, self-operated to see if the mailbox has the official operation contact information, on behalf of the operation, you can directly let the operation of the small partners to mention the trial. The second report, click on the advertisement to see if it can be reviewed and approved, the content directly mention other brands is more difficult, it is recommended that you can use a small number to mention other brands in the comment area. It is recommended that all brand owners who do report, must open the information flow, not to make you consume, is to let you and the official or agent docking, so that when you put in the Darren, in advance to avoid the pit!!!! (D) what is the little red book's *** creation cooperation notes? *** create cooperation is a small red book dandelion platform, the introduction of a new effect of the trading model, after the brand to do a good job Brief, the platform to release, and then the blogger to sign up, somewhat similar to all kinds of notices in the market, but also according to the reading to charge. *** create cooperation introduction Xiaohongshu *** create cooperation is mainly divided into five steps: *** create cooperation steps brand click Dandelion initiated cooperation, select *** create cooperation, fill in the cooperation information, the platform review brief, cooperation release, the background can choose the offer mode, is currently paid to read. Blogger enrollment platform intelligent distribution adapted to the blogger, cooperation show notification, blogger received cooperation, view enrollment. List confirmation brand owners according to their own requirements to delete unsuitable bloggers, but can not be lower than the bottom line of cooperation, the brand to send samples. Product delivery and experience of the brand to place an order to complete the delivery of goods. Contributions and data accumulation after the release of cooperation notes, accumulation of reading data, the brand real-time query data, according to the effect of billing. Sixth, the information flow placement (a) notes when to take over to cast flow? Notes on the line within 48 hours of the flow will have a wave of small peaks, followed by a gradual decrease in the flow of notes, accompanied by information flow operations, notes flow further pull up. Little red book notes life cycle (b) cast flow consumed very little, is the quality of the notes? Consumed very little this to look at several aspects, the first does look at the note quality problem, in the case of running a part of the volume, if the click-through rate is less than 3% it means that it is a problem with our cover and title need to be optimized. Currently the broader click-through rate at 3% -5%, if the click-through rate at the normal level, still not run out, then look at the account crowd selection, bid setting is reasonable, if it is a search ads but also look at the keywords to add too little. (C) what is the difference between the spotlight platform and the previous placement? Spotlight platform you can understand similar to the giant Qianchuan, integrated DOU +, Luban, feed, and a variety of other e-commerce advertising capabilities, both off-site diversion, but also internal diversion. Little Red Book Spotlight, the future will also integrate all kinds of placement tools, the stronger the function will be, the upgrade point is the hierarchical structure, directional capabilities, intelligent placement capabilities, the operation is more simple, in the placement of the subject, increase the live broadcast and seize the track function, which is also counted as a new kind of breakthrough. Little Red Book Spotlight platform new features seven, french fries placement (a) what kind of notes are suitable for french fries placement? French fries can not only heat up the notes that already have good traffic, but also test the quality of the notes that have just been released, but they can only be placed within 90 days of the notes. What kind of notes are suitable to put French fries: (1) just released notes, or notes within three days with French fries to put test content, to see its clicks and interactions, and instantly follow up the cover, cover and body adjustments. (2) The notes that have entered a period of weak natural traffic revitalization. (3) need to attract traffic notes, now the new version of the French fries can also have a marketing nature of the new version of the new version and the old version of the difference can be viewed in this article: small red book bidding version of the French fries full open! What is the difference between and information flow? Eight, the mall problem (a) small red book mall traffic is low, what is the reason? First of all, the mall traffic mainly community, mall and off-site mainly 3 parts of the traffic. Little red book mall traffic at present mall traffic is not good, the vast majority of reasons because of the notes, if you want to do in the small red book for a long time and have a mall to close the loop, it is recommended that the use of the official marketing tools to boost, French fries first to do a test volume, information flow to amplify. (B) how to do a good conversion of the small red book store? Since last August, the number of stores proposed as a whole, to encourage the station to close the loop, if your product value is high, the price of 50-200, and the user decision-making considerations have a certain impulsive, you can open a store in the small red book, store deposit 2W, commission 5%. The specific process of opening a store, open the official website and click on the merchant entry. Little Red Book Professional No. Center Login How to turnover faster? Store traffic mainly from the community + mall + off-site, from the current flow, the community is the store's most core traffic, limited budget in the early stage, can be through the brand number and content marketing two ways, which the brand number on the note hanging merchant card, harvesting. Nine, the industry hit (a) high-end furniture brands, high unit price, the station can not be sold, what should be done? This is indeed a difficult point! Private letter exemption canceled, which also shows the determination to close the loop on the station deal. The essence of the small red book is still grass, really trading in the station is still difficult. If there is a store or small program outside the station, through the enterprise number and Darren grass, the small red book will become the basis for decision-making; there are small programs, you can hang small programs. (ii) How should the hotel industry operate Little Red Book? The hotel industry is recommended to open a store to add in the home page, as well as adding offline stores to avoid the loss of users also allows users to save the cost of action. Hotel account settings on the current Little Red Book hotel pop-up comparative point of view, pop-up text set in the B&B hotel strategy class and the humanities and scenery show class, the product to strategy or show type way as the content presented, as for the content of some of the skills of this part of a slightly long private chat, while observing the hotel industry interaction is good about 80% of the articles are released by the people, so it is recommended that at the same time to look for some of the people to work together. Hotel industry article specific hotel to do the Little Red Book, divided into 3 parts: understand the platform; understand their own; understand the user. Understand the platform: the platform has been pushing the station conversion, like the current fire up camping, but also in the station for conversion, with the platform of private letter infusion control, the subsequent certain station conversion. Suggested through the too eye, the order came to open a store in the small red book, as for the diversion, you can refer to the "big hot wilderness", in the top notes to tell the user how to book. Understand themselves: to understand the characteristics of your product, whether it is the price, special services, beautiful scenery outside the window, or housekeeping services, you need to know enough about the product, refining their core differentiation advantages. Understand the user: the user at this stage to travel, what is the concern, the city has no characteristic architecture, or a collection of tourist attractions, in addition to the user to live in the hotel concerns listed, will be able to solve their own method of writing. (C) how to work clothes in the small red book promotion? Work clothes to the B side of the main, the core is still to get more orders, at the moment, we need to explode the text, cause more users to pay attention to the notes, private letter to us to customize. First look at the work clothes in the small red book status quo, the station notes 30,000 +, from the station work clothes notes data, basically still to the tide category work clothes customized, so, it is recommended that your product to meet the aesthetics of the trend of the small red book users, I looked for 3 work clothes customized case, I hope to help you. Workwear customization quality cases from the current operation, it is recommended to do with the enterprise professional number, in the introduction to write you do the advantages of workwear, and then mark the offline store address, in the content can be around the production process, or the effect of the upper body, so that the user feels the strength of our brand of workwear, trendy, it is possible to take the initiative to private letter to us.