What is the general idea of Xiaohongshu's operation?
Xiaohongshu is a very popular social platform with a huge user base and broad market prospects. As a result, many brands and businesses want to be able to operate on Xiaohongshu. So, what is the general idea of Xiaohongshu's operation?
In view of such platform attributes, enterprises have the following two ways to operate when conducting content marketing on Xiaohongshu:
1. Open a brand account or personal account for self-operation
By opening a brand account or personal account, enterprises can establish direct contact with consumers and achieve one-stop closed-loop marketing. Brand accounts or personal accounts can customize the page style, deliver branded content, and accumulate high-quality UGC (user-generated content) through content operation and topic creation. In addition, the brand account can also directly open the official store of the Xiaohongshu brand to effectively complete the transaction conversion.
2. Co-create content with influencers based on delivery logic
The business value of Xiaohongshu is reflected in two aspects: first, the official name "does product promotion" and expands the brand voice through advertising;Second, the value of self-operated brand accounts lies in brand precipitation. In practice, the brand precipitation of enterprises is usually based on delivery. The brand cooperates with bloggers at different levels in the early, middle and late stages of product launch, and the official account publishes interactive content, which not only maintains the popularity of the product, but also creates a good reputation.
When it comes to content marketing, businesses need to pay attention to the following:
1.Abandon the traditional mentality and think from the user's point of view
Enterprises need to change the traditional mentality, start from the perspective of users, and pay attention to the real scenarios and needs of users. Only by truly eliminating the actual problems of users can we win the trust and loyalty of users.
2.Do a good job of marketing a marketing strategy based on search logic
Analyze the product features and find out all the possible keywords. These keywords may be the composition of the product, the design, or the solution to the user's needs in a certain scenario. On the Xiaohongshu platform, the number of followers alone is an important criterion for measuring the influence of KOLs or KOCs, but rather the weight of their specific content tags. The higher the weight, the more likely it is that the relevant content published will become a hit. At the same time, by optimizing the nickname setting of keywords, improve search ranking and ** rate.
3.Focus on high-quality content creation and delivery plans
Content marketing on Xiaohongshu requires a focus on quality and innovation. Businesses need to continuously improve their creative capabilities and content quality to attract users' attention and trust. At the same time, formulate a scientific delivery plan and choose the right KOL or KOC for cooperation to ensure the effectiveness and pertinence of marketing activities.
4.Enhance the interaction and communication between the brand and the user
Actively interacting and communicating with users is an important part of Xiaohongshu's content marketing. Enterprises need to pay attention to user feedback and comments at all times, respond to users' questions and needs in a timely manner, and enhance user experience and loyalty. At the same time, through interaction and communication with users, enterprises can better understand user needs and market trends, and provide strong support for product development and marketing strategy formulation.
To sum up, companies need to develop appropriate strategies based on product attributes, user needs, and market trends for content marketing on Xiaohongshu. By opening a brand account or trumpet for self-operation and co-creating content with influencers, companies can effectively expand brand influence, increase product awareness and sales. At the same time, the key elements to achieve content marketing goals are to think from the perspective of users, do a good job of marketing strategies based on search logic, pay attention to high-quality content creation and delivery plans, and strengthen the interaction and communication between brands and users.
In short, Xiaohongshu operations need to understand user needs, develop a clear operational strategy, create high-quality content, promote brands or products, and conduct real-time monitoring and analysis of data. Only by continuously optimizing and improving their own operational level can they get better results and returns on Xiaohongshu.