Author | april
Edit |Designed by Chan Wai Yin |Yan talks about Mengjie.
In recent years, Xiaohongshu can be said to have become a new "big drain".
At a time when traffic business is becoming more and more difficult to do, many people rely on Xiaohongshu to attract traffic, make a lot of money, and the means are becoming more and more sassy.
In June, we also wrote a content about Xiaohongshu drainage - "I sold classes on Xiaohongshu and earned nearly 100,000 yuan in 3 days", but in less than half a year, many models were "upgraded"!
In order to understand the latest drainage routines, we had an in-depth communication with a user who is engaged in Xiaohongshu drainage workHe has only been engaged in traffic through Xiaohongshu for half a year, and he has already earned more than 10,000 yuan a month (the peak can reach six figures per month), and the most important thing is that he doesn't even have many fans!
How did he do it?How expensive are the recent drainage routines?What new actions did Xiaohongshu officials take to this?
Today, the operating company will take you to understand.
"No fans?
Don't delay my monthly income of 100,000".
The user A K contacted by the operation agency is from the automobile service industry, mainly providing users with car leather color change services (in order to avoid peer competition, the following pictures are only for demonstration purposes).
Ah K believes that Xiaohongshu is indeed a traffic depression at present, and its advantages can refer to Zhihu in 17 years, but its model is simpler:
Take drainage content as an example, unlike many other platforms (especially plain text), which have higher requirements for the professionalism and quality of content, Xiaohongshu's content threshold is lower, only ** is suitable for it, and Xiaohongshu's search mechanism can also bring continuous compound interest to users, maybe the hook you buried a long time ago will still be responded to from time to time."
At the same time, Ah K also told the operation agency that the benefits are obvious, and there are naturally many people who rush to Xiaohongshu to drain traffic, but the ones that can make money, especially those who make a lot of money, actually only account for a small part.
Because, most people who do this industry often fall into a misunderstanding: they think that increasing followers is more important than conversion.
In order to get the initial traffic, these people may desperately increase their fans in the early stage, and even spend money to buy **, and in the end, if they are lucky, they may be a blogger who is not big or small, and if they are unlucky, they will often be lost in the frequently updated information flow, and they will not make money in short.
After all, for many industries with high customer unit prices, especially for a service industry like AKThe most important thing is to be able to arouse the interest of the user and meet his immediate needs.
If users want to change the color of their car, they often search for one or two on Xiaohongshu first. Only when he is attracted by my hook and takes the initiative to consult me, can I output more content, such as our special colors, buyer shows, and various discounts, so as to convert the other party."
Ah K said that people who want to convert users by increasing their followers will miss the opportunity.
Because many people's needs are time-sensitive, today users want to change the color of the car, but I don't care about him, I will increase the number of fans for a month, and then say, will people still have that demand after a month?Not to mention home improvement, photography, etc., I can't afford to wait."
Therefore, for the heavy customer industry, everything should be aimed at attracting potential customers, burying hooks to make them interested in your comments and posts, and active consultation is the most important.
Ah K told the operation agency that after figuring this out, when he was less than 1,000 fans, he had already achieved a monthly income of more than 10,000 by drainage, and even reached a revenue of 100,000 at the peak.
For drainage
They really fight
It's undoubtedly very appealing to rely on a very small number of followers to achieve extremely high conversions, but the question is how?
Ah K shared three practical lessons with the operating company.
1)0 Start with the basics and learn to "rub the stream".
People who have just arrived at Xiaohongshu often have a big pain point, that is, there is no initial traffic, "after all, we are not professional in making content, and it is difficult to step on the hot spot as soon as we come up," Ah K said.
Ah K's operation method is that at this stage, it doesn't matter how much you post, and how much traffic you haveThe most important time is to rub other people's traffic more - leave a message in the comment section of other accounts.
Regarding account screening, there are two main directions:First, find the kind of post with high popularity to leave a messageThen bury your own hook in it, rubbing the traffic and reducing the risk of deleted comments, after all, there are too many comments.
The second is to leave a message in the comment area of the big V with a high degree of verticalityThe advantage of this is that although it may be recognized as a diversion account and delete comments, it can often catch more accurate traffic and have a higher conversion efficiency.
Ah K told the operating agency,In order to attract users to take the initiative to consult, the content of the review must be sincere enough and be able to poke at the user's pain points.
Many people who want to change the color of the car are hard, and it is difficult to find a professional and reliable master, so he will 'inadvertently' reveal in the comments that he bought car film online and changed the color manually, saving trouble and the effect is good. ”
As a result, there are many users who consult him how to buy car film and what car film to buy
2) Improve efficiency: direct interception
In order to improve the efficiency of drainage, Ah K also said a shocking operation-"Go directly to the comment area of your peers to grab people".
There are more people who do Xiaohongshu drainage, and there are more accounts that can be used, Ah K said that he will choose those peers who have a certain number of fans and often post to drain traffic, and go directly to their comment area to "pretend to be an amateur" to leave comments, so as to intercept traffic efficiently.
When asked if he would be reported by his peers, Ah K said that he would not.
For one, as long as you disguise it properly, you won't be recognized;Second, even if there is suspicion of peers, as long as the comment can increase the heat, the other party will not react too aggressively, and at most delete the comment.
It is worth noting that most of the users who engage in traffic through "rubbing" and "intercepting" are newcomers and don't have much energy to produce contentthemYou must establish a good professional image.
First of all, make reasonable use of your personal page, and let users quickly get what you do, what value you can provide to users, and how users can find you through the title and description.
Then, due to the limited number of communications when the user is not paying attention,Be sure to express your temperature in private messages, express your identity + advantages as clearly as possible, explain the inconvenience of chatting with Xiaohongshu, and remind users to link according to the designed path.
Finally, if the link is not successful immediately, a second return visit can be carried out after a few days to further improve the success rate.
3) Low-risk diversion to WeChat
Through the above two methods, Ah K has obtained more active consultation and private messages from potential usersBut how to "low-risk" direct these users to WeChat?
Ah K said that now that Xiaohongshu's supervision is becoming more and more stringent, those methods that embedded *** in personal profiles, pinned notes, and Xiaohongshu communities in the past are at risk of being monitored, resulting in a 7-day or even 30-day limit.
So there are two ways to do it:
First, use the assistant number to drain trafficThat is, prepare a large post, prepare 1-5 small accounts to be responsible for drainage docking, and pay attention to the small number not to show the assistant, or even to show any words related to the large number.
If you want to further reduce the risk, you can set up a few more small accounts, and the number of large accounts in the comment area @ 5 each time to form a pattern similar to friends @ each other", "Because we found that the risk of being monitored by only @ one account is far greater than that of Khan's big soldiers (@多个账号)".
Second, use commodities to drain trafficIn order to avoid system detection, users can embed specific *** into virtual goods (**extremely low), and after guiding users to take pictures, they can be smoothly docked and diverted to WeChat.
Third, use the Xiaohongshu community to attract traffic. Users can invite users to join the Xiaohongshu community through the homepage entrance, comment area, and active invitation, but it is worth noting that it is not possible to frequently send drainage information in the groupThe best way is to embed WeChat in the group top message.
Finally, Ah K addedWhether it is rubbing, intercepting or guiding users to WeChat, the most important thing is not to use repetitive copywriting!
Copywriting self-testing and copywriting rotation are currently more practical ways to reduce the risk of drainage, we generally prepare 30+ words, create differentiation by changing spoken language Xi, dialect characteristics and some content, and then self-test to screen out those content that has not been restricted for rotation," says Ak.
Regarding how to self-test and screen, Ah K gave the easiest way: that is, in the case of a unified picture, copy the copy into the note and send it, and then observe the small eyes, if the small eyes have a limited increase in 1-3 hours (Ah K's "limited increase" refers to less than 30), it is limited, and the text can be omitted.
At the same time, we also have to make sure that the copy is updated every once in a while," adds AK.
The official end helps to drain and convert
Will it work?
While the above drainage model is effective, there is a saying that Xiaohongshu's official monitoring mechanism is not vegetarian.
Ah K told the operating agency,At the end of last month, he was shot like many people, and the account was restricted for seven days, resulting in a lot of losses, which made Ah K re-examine Xiaohongshu's official drainage platform - Spotlight.
For many industries with a long service cycle, the "Obtain Customer Information Model" on Spotlight can help them obtain user private messages more easily - attract customers to click through notes to trigger the private message consultation mode, and there will be no violation reminders, which is equivalent to obtaining the "private message diversion exemption" in a certain process.
However, for a small team like Ah K, the main problem with the early spotlight is thatOnce the traffic suddenly comes up in a short period of time, the communication cost is high.
As a result, we spent money to attract users, but because of the limited number of receptions, we let users run away, and the cost of drainage for a single user was very high," explains Ak.
However, the operating agency found thatIn the second half of the year, Xiaohongshu launched functions such as private messaging, which can actually solve the problems of Ah K and others:
This year, Xiaohongshu launched the "Private Messaging" function, which provides users who want to commercialize on Xiaohongshu with product capabilities such as welcome messages, automatic replies, capital retention components, multi-customer service lines, and private message contact comments.
This set of tools can not only help users improve conversion efficiency, but also reduce the pressure of manual customer service with a large number of consultation needs at the same time.
Recently, Xiaohongshu has also launched the "Private Message Deep Conversion" function on the basis of private messaging.
Judging from the official information, on the one hand, the function can identify more potential **value traffic, on the other hand, it can also mark and return effective retention data, and automatically mark the retention data through private messaging, such as follow-up, customer retention, high-potential transactions, orders, and no intention.
The marked customer information will automatically enter the content of the lead management tool of Spotlight, and the operator only needs to log in to the main account to view.
It can be said that this wave of official actions has indeed solved the pain points of the brand to a large extent and further improved the conversion efficiency of the brand.
But the operating company also observed,Not everyone can open the spotlight platform, and you must have a business license to have a professional number.
Many people like Ah K obviously do not meet the conditions, so the ** industry of opening a spotlight platform for ordinary users came into being, and there are two risks:
First, ** is not necessarily reliableThe operation club found a lot of posts on various platforms that were "deceived by unscrupulous **", and there were many people who paid and ran away;
Second, even if it is ok, its money-making model is generally commission——According to the recharge ratio to extract the service fee, the more the recharge amount, the more you earn, so many** will set the recharge threshold at 5000-10000 This file, for ordinary users, the threshold is relatively high.
Conclusion
Many users criticize that they need to apply for a business license and register a professional number if they want to open a spotlight.
In this regard, the operation company analyzes that the opening of permissions often requires a process. Xiaohongshu is currently focusing on commercial operations, so business owners with stronger monetization capabilities and stronger recharge capabilities have become the first batch of experience parties.
It is believed that in order to continue to advance with the progress of commercialization, ordinary users who do self-improvement can also enjoy the dividends of official actions.
After all, users operate within the rules, making money efficiently while helping the platform commercialize;The platform provides merchants and users with a secure transaction environment, convenient and easy-to-use tools, which is actually a mutually beneficial and win-win situation, and Xiaohongshu has no reason to block users other than business owners.
It remains to be seen when more people will be benefited.