50 items on Xiaohongshu brand account operation and placement

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 deliver, 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 on 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 an amateur or a brand partner promotes the content, 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 aesthetic customers who often come to us, if they want to open a Xiaohongshu brand account through normal channels, there is basically no chance; entry related to virtual currency is prohibited, and entry to the Internet financial industry is prohibited; the gaming industry requires a software copyright registration certificate version number ; 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 contain some useful 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, requiring that registered brands must be registered with the r mark, and the tm mark basically cannot pass the review.

Don’t ask your suppliers to guide you to 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 update their prices by logging in to the platform. 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 reliable media suppliers. 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, including 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 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 step-by-step 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 (it is even weirder if the advertisements have the same data), therefore, a healthy KOL data should have fluctuations, rather than being 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 output content of the account itself. The account itself has 1.80,000 fans, but the number of likes is 9k, which is a deduction. I can only get the background data after communicating with the KOL. 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 acceptable, so this account can be included in the list of brands to put in. The comprehensive evaluation should be 25. The brand needs to make sure that the account to be advertised has no recent violation records that have been warned by Xiaohongshu. Frequent and unrestrained advertising will lead to a reduction in the weight of the account, limit the flow, and affect the exposure of the content. 26. In a separate article, the degree of cooperation and responsibility of the brand partners should also be the criteria for judging whether the account is high-quality or not. 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 provide some suggestions on our 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 troll 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 in the picture, 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 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 brand account in Xiaohongshu has the right to apply for one topic for free, but the second topic requires payment. 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.

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 the overall strategy and preparation for emergencies on different battlefields! The increase of local battlefields will not change our pursuit of the ultimate goal! The "planting" of brand content will definitely be a topic we will face for a long time in the next period of time. Reposted from @王煜