1. What is Xiaohongshu Advertising?
Xiaohongshu (RED) is a Chinese social ** platform, with daily active users exceeding 100 million and monthly active users exceeding 2600 million. Xiaohongshu advertising is a form of advertising that businesses or individuals pay for brand promotion on the Xiaohongshu platform. Through Xiaohongshu ads, brands can recommend products or services to users, thereby increasing brand awareness and attracting potential consumers.
There are various forms of Xiaohongshu advertising, including splash screen ads, small red screens, dandelions, bidding ads (including search ads + in-feed ads), etc. Among them, the search ad is displayed in the 3rd position, 13th position, etc. in the community search result interface. ** The 1st digit, 6th digit, etc. on the search results page are +5 digits each time thereafter. In-feed ads can target users' gender, age, region, etc., and appear in the 6th position, 16th position, and other subsequent +10 positions on the "discovery page" of Xiaohongshu.
2. The characteristics of Xiaohongshu advertising.
1. Splash ads include regular splash screen, swipe up screen, and interactive splash screen. Conventional screen opening: including static screen opening, dynamic screen opening, and **screen opening, to help brand information comprehensively**. Swipe up to open the screen: The swipe up gesture supports a variety of landing page jumps to meet different marketing scenarios of brands. Interactive opening screen: It can support up to 3 landing page jumps at the same time, and the longest 8s display makes the brand message more immersive.
2. Little Red Screen: Xiaohongshu features the opening screen, covering the first visual **point opening screen**, and at the same time linking the second position of the homepage information flow to continuously display and quickly realize the brand.
3. Dandelion: By partnering with well-known Xiaohongshu authors, brands can incorporate promotional messages for their products or services into their original content. This form of advertising is highly accepted by users because it does not look as obtrusive as traditional ads, but recommends products to users in a storytelling and interesting way.
4. Bidding advertising (including search advertising + information flow advertising) is one of the most common and important forms. Full-time tailor-made for merchants to help merchants complete one-stop marketing from "user planting" to "commodity sales" and "potential customer acquisition". Brands can select specific user groups for advertising according to the characteristics of the target audience. By placing ads, brands can accurately push products or services to potential consumers and increase purchase conversions.
3. Advantages of Xiaohongshu advertising.
1. Affordability: The platform focuses on mass users and pursues authentic and down-to-earth content. Xiaohongshu users are predominantly young, and they like authentic, fun and engaging content. Therefore, Xiaohongshu advertising not only focuses on the presentation of the brand, but also pays more attention to the interaction and participation with users. Advertising is more likely to build trust and goodwill, which in turn increases brand recognition and praise.
2. Sociality: With unique social attributes, users can freely communicate, comment and share their circle of friends, forming a strong community effect. It provides a platform for brands to interact directly with users, and promotes communication and trust between brands and users. With the advantages of social advertising, brands can better understand user needs and provide personalized promotion and services, so as to achieve precision marketing and word-of-mouth communication.
3. Content payment: With a unique content payment model, users are not only the creators of content, but also consumers of content, and attract the attention and purchase of other users by sharing and recommending their own products and experiences. Brands can work with Xiaohongshu users to promote their products and services through payment, and choose the right cooperation method according to their budget and needs to achieve efficient monetization and marketing results.
4. Fan economy: Users can accumulate fans through following and liking, etc., and build their own influence and social circles. Brands can cooperate with influential users for precise promotion and communication, and achieve higher ** and conversion rates. This model of fan economy breaks the boundaries of traditional advertising and brings more innovative and interactive promotion methods to brands.