Xiaohongshu brand account operation, launched 50 articles.

Although I wrote about how the little red book platform should operate 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 brand war. As a brand, the formulation of content and media strategy is the core of the whole market campaign, and then in the local battlefield, 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 delivery, regardless of the gains and losses of one city and one pool. If any kol (including the big V in the head, such as Li Jiaqi and Mi Meng) doesn't go online, your whole plan will be hurt, and you won't even dare to go online next time. 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 great probability. Specific to the little red book platform, as a self-employed, you need to understand the rules of the platform. Similarly, as a brand, you need to understand the rules of the platform, so that whether you are trading by yourself or looking for suppliers, you can clearly know what you can and can't do, so as to carry out market planning and implementation efficiently. In fact, the most maddening thing about Xiaohongshu 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 what we can do is to get to know it slowly. The following are 50 experiences of the brand operation of Xiaohongshu. 1. As a brand, you should know that there are three places to log in backstage. They are: brand partner background, brand customer background and brand mall background. 2. Similar to the institutional accounts in Zhihu, Tik Tok Blue V and Weibo Blue V, Xiaohongshu Community also has brand-specific authentication accounts. If you want to promote Little Red Books, brand account is a very important premise (you can't say haha, because there are special industries after all, let's talk about it at last). 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 the official WeChat account, the content of Xiaohongshu's brand account can only be edited and published on the mobile phone, not in the PC background. 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 collection system mentioned earlier, no brands reported on the little red book, whether it is to find amateurs or brand partners to promote, the content collection rate will be very low, causing a lot of traffic waste. Therefore, the application for brand account is the first step for normal brands to promote Little Red Book. Information flow effect: With the support of data analysis of advertising rights, you can see the fan growth of your own brand number and the favorable data of your notes in the background of the brand account, and more importantly, you can see the data of the brand partners of advertising cooperation. 4, the application of brand account, enter the brand account background application, there are not many material requirements, but it should be noted that the industry required by Xiaohongshu is forbidden, except for pornography and gambling, tobacco (including e-cigarettes) and geomantic omen are forbidden; The medical and health industry only supports the medical and health care industry, and daily medical devices (contact lenses and beauty instruments only) are not supported. Therefore, we often look for our medical beauty customers, and there is basically no chance to open a small red book brand account through normal channels; Prohibit virtual currency and internet finance industry; The game industry needs software copyright registration certificate+version number; The above little red books prohibit institutions and companies from applying for brand accounts. As an individual in the industry where the brand number of Little Red Book is prohibited, you can set up your own account, but the published content must be soft and have some dry goods, otherwise it will easily be judged as illegal content, resulting in a low account weight. 5. The brand account certification fee is 300 yuan, and the certification period is 1 year. The annual review needs to be completed once a year. 6. For trademarks, Xiaohongshu has strict requirements. The brand that requires 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 the little red book, so that when you view the brand account on your mobile phone, it will also show the store with the brand in the little red book. 8. I want to vomit here. It seems that Xiaohongshu has completed the closed loop from content production, content search to decision-making purchase in its 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 the content shared by caoz Da (WeChat official account dream talk) before. Even giants don't do everything themselves from the beginning. At present, Xiaohongshu is involved in content and 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 Bookstore is that users lack trust in the overall Xiaohongshu e-commerce. In addition, other e-commerce platforms (Tmall International, Vipshop, Pinduoduo) in Haitao field have invested heavily and Xiaohongshu's own supply chain is weak, which makes it difficult for users to ensure low prices and genuine products on Xiaohongshu platform, so they can't continue to buy on the platform. Therefore, the overall conversion rate of Xiaohongshu e-commerce store is not ideal at present. At present, customer exposure has not become 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 3,000 W to the brand. The community of Xiaohongshu is still there, and generating more than 40w+ notes on the platform every day has a strong influence on users. 10. Like personal account operation, brand account operators should give priority to "potato manager" before starting to output content. Potato housekeeper will release some rules related to brand accounts while releasing personal account rules. 1 1. Understanding the definition of "promotional notes" in Little Red Book Ecology from the perspective of merchants and brands has already been mentioned in Article 50 of Personal Account Operation. Simply put, brands and businesses can think of inducing users to promote their products (lottery attention, forwarding, paid promotion, etc.). ), which can basically be classified as "promotion notes" of Xiaohongshu. Xiaohongshu will not restrict the marketing of brands and businesses by promoting notes, but it needs to abide by some community rules. 12, generally speaking, the community platform of Little Red Book will have three basic principles, which affect the mechanism of inclusion, emergence and ranking in the community, the mechanism of data review, the mechanism of content review 13 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 books under each keyword will be refreshed and delayed for a period, instead of. 14, data audit, as the name implies, is to audit whether the data such as likes and comments are true or not. Similar to Tik Tok's playback completion rate, Xiaohongshu will judge the reliability of user data according to the time the user stays on the note page. For excellent content notes, users will turn to the last page and read it carefully, which will also gain more exposure in the community. 15, content audit, mainly to detect irregularities such as guidance, inducement and marketing. 16. At present, there are three channels for publishing promotional notes, namely, Xiaohongshu brand partners, amateur accounts and brand accounts themselves. Brand partners must use the brand partner filing system when issuing promotional instructions. To put it simply, it is necessary to add an option when the KOL selected by the brand publishes notes. 17, the promotion notes of brand partners are finally presented on the little red book page 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 in the process of cooperation with Xiaohongshu. In addition, you can add labels of related brands to the pictures, and click the labels to directly enter the shop page of Xiaohongshu brand. 18, Xiaohongshu is very strict about its own traffic protection. Therefore, no matter what promotional notes the brand publishes in Xiaohongshu 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 (Taobao Tmall, Pinduoduo, WeChat) other than Xiaohongshu. Private messages can't reply to the user's micro-signal, as well as the name of Taobao shop (this can be solved by aliens, but it will affect the transformation). Don't ask your supplier to guide Tmall stores or landing pages. This is the platform rule. Understand the characteristics of the platform and don't waste your time in such a thankless place. 19, the screening of brand partners, popularly speaking, is the screening of celebrities in Xiaohongshu and Big V network. For the brand, the choice of kol has several most noteworthy points. 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 the KOL of Xiaohongshu has also entered the MCN era of the whole people. Brands can find KOL in various related fields through the backstage of Xiaohongshu brand partners. However, unlike Tik Tok's star map, it is currently impossible to place an order directly on the platform of Xiaohongshu brand partners. Brands still need to contact mcn institutions or individuals for transactions. 2 1. Although brand partners cannot 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 prices through the login 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 the platform. 22. Another way is to find a reliable media provider. In fact, the most test is the brand's usual resource accumulation in this respect. Because the media is deep, haha, I won't go into details in the article. 23. How the little red book platform judges the account quality of a brand partner generally needs special attention in several dimensions, such as the advertising frequency and quantity of the content account of the account itself, the likes and comments of the account, background data (which needs to be obtained from KOL), reading volume and exposure data, and whether the account has exploded recently (with high weight). Due to the step-by-step traffic recommendation mechanism of the little red book platform, if the likes and likes of every note of a KOL are very stable, it can basically be judged that such an account has done data maintenance, which is what we usually call buying favorable comments. Because it is difficult for a single KOL to make every article platform recommended by the platform (even more strangely, advertisements are also the same data), 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, unpacking and so on. 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. Adding titles and labels to photos will output explosive articles around some long tail keywords. Therefore, in terms of content, the advertising frequency of the account can be relatively consistent with the rules of the little red book, not exceeding 20% of the output content of the account itself. The account itself has 1.8w fans, but the praise number is 9k, which belongs to the sub-item. I can only get the background data after communicating with KOL. To my surprise, the reading and exposure of this account are relatively stable at this level, and there is no account restriction. So you can play the last one here. The most prominent point of this account is that in the process of continuous output, periodic outbreaks often occur. This is a traffic bonus item, which can be given to the end. After confirming the price on the partner platform, the price/performance ratio is ok, and this account can be used as a list of brands. The comprehensive evaluation should have 25 points. Brands need to make sure that the account they put in has not been warned by Xiaohongshu recently, and often receive advertisements without restraint, which will lead to the reduction of account weight and current restrictions, which will affect 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 criterion for judging the quality of this account. You don't have to stand, the information will be answered in time and you won't lose 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 delivery first. For the new brand, there needs to be a certain amount of content (included content) under the brand words of Xiaohongshu. The volume is generated under many related words and core 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 Little Red Book. The page is shown below. The comments appearing under the brand words are all the comments contained in the brand words in 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. The promotion of any platform is a traffic grab, and Little Red Book is no exception. The natural disadvantages of amateur production content lead to its simple function, and the pawns across the river play a core 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 continue to dig for accurate long-tail words and related words related to products, and use content to seize the position under keywords. 3 1. Compared with brand partners, we will judge from multiple dimensions. For amateurs, although we will consider them from multiple dimensions because of the number, we will take them as the center. Considering the advantages and disadvantages of brand amateurs in the implementation process, we need to look at the following indicators in turn. 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 pictures, and the Tibetan praise weight is optimized from high to low. Amateur production of content is the most testing process of team execution. Laying a lot of content that does not violate the rules requires a good understanding of the rules of the platform on the one hand and enough amateur resources on the other. 32. If you don't include notes, the little red book will not be exposed, which will lead to zero significance for amateurs. Therefore, as a brand, I don't mind adding a "statement of interest" in the notes. We made it clear that the first goal of our promotion in Little Red Book is to gain exposure and traffic. At this time, safety incorporation is the most important. 33. Promoting notes shows "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 and content of the account itself. Brands think about the direction of content production from the perspective of users, and generously let bloggers make interest statements. On the contrary, ordinary users are not particularly annoyed. Instead, it will be deliberately recommended, and 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 induced words related to various price reduction benefits, activity benefits and discounts, and other sensitive words related to purchase and drainage mentioned above. If you want to see if there are any sensitive words in your notes, you can search for the small program "Little Red Book Sensitive Words Query" on WeChat. 35. Brands that are found to have violated the rules and promoted a large number of notes will be limited by the overall platform of Xiaohongshu, which is not worth the candle. 36. Compared with the traditional dual micro-operation, the content operation of recommendation platforms such as Tik Tok and Xiaohongshu has higher requirements for brands. I quite agree with Mr. Liang's previous article (official account of WeChat) that the core of enterprise content marketing is to have "cost awareness". The cost here is not only the "money cost", but also the time cost, creative cost and mental cost of investing in 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 somewhat similar to Weibo's topic. As the host, the brand can encourage and guide users to publish brand-related content under this topic. To put it simply, the advantage of brand topic is that brands can encourage users to participate in the topic and produce content in the community by means of rewarding lottery, which cannot 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 a topic 10w ... haha. 39. For some offline brands with local characteristics, don't ignore the regional traffic brought by Little Red Book. This part of Xiaohongshu 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, Little Red Book is a mouth-to-mouth traffic entrance 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. Notes with delicate contents (pictures, words) can be accompanied by geographical links of merchants. 4 1. In some categories of popular cities at present, the number of "recommendations" is usually around several hundred. Compared with the fierce competition of public comments, the word-of-mouth "design" of Xiaohongshu is much easier. 42. Regional words+demand long tail words are the most needed keywords for offline stores. For offline merchants, Xiaohongshu may not be so quick. But the content needs to be accumulated step by step. If you are interested, you can observe how much content in keywords such as "Hainan Seafood Hotel" is deliberately designed by merchants. As far as I know, it has brought a considerable number of customers to the bosses. 43. Little Red Book has opened up effect advertisements. However, compared with the platforms such as Headline, Tik Tok, Guangdiantong and Fantong, the current information flow and search advertising effect of Xiaohongshu are not ideal. Exposure and no conversion are still problems that plague most businesses. There are many reasons. 90% of small businesses do not have the ability and expertise 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 with daily activities of 300 million (Tik Tok, Aauto Quicker, Weibo), 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 businesses. 44. In the background of the brand account, you can directly recharge the advertising expenses without looking for any third-party agent. 45. See 46 for detailed bidding rules and delivery rules of effect advertisements. As a platform where the third brand can log in, Xiaohong Bookstore is in an awkward position at present, which requires cost to manage, but its income is basically negligible. 47. The application process of Xiaohong Bookstore generally takes 15 days to one month. What's worse here is that in the process of applying for opening a store, Xiaohongshu's manual customer service can't be contacted basically, and she can only communicate by email, and the rejected applications are varied. For any business, it is a painful process to apply for a small red book shop. 48. There are two kinds of logistics. Cross-border brands must use the bonded warehouse of Xiaohongshu and the exclusive logistics of Xiaohongshu. Domestic brands can use the official logistics of Xiaohongshu or apply for logistics by themselves. 49. For questions related to Xiaohong Bookstore, you should learn to consult the official customer service "Captain Potato" of Xiaohong Bookstore and reply in time. 50. Little Red Book is just one of many social platforms and an important part of the whole content marketing strategy of enterprises. I won't exaggerate its function too much, nor will I ignore its function. Finally, to quote Mr. Liang, the original intention of many enterprises is to reduce the effect of hard broadcasting, so they intend 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 for many years, and this protracted war is not only about tactics and courage, but also about money, food, injuries, eating and drinking Lazar. Last time I chatted with a friend, I lamented that the social media platform was very similar to the animation I watched 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, Little Red Book, Aauto Quicker, Weibo, WeChat, it is dangerous for new brands to blindly join any platform when our attention is becoming more and more dispersed. But I also think that the rapid rise of brands such as 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 the brand thinks clearly about its core planting kernel, it has a sophisticated team and understands the rules and gameplay of each platform (this seems difficult, but it is not as complicated as expected). What 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, but one army is hard to find. No matter how big the difference between platforms is, the users we pursue will not change. The rest is to rush to the target and do the best 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. Forward from @ jingjingjingjing