As a popular social platform, Xiaohongshu has become an important battlefield for brand promotion. How to develop an effective promotion strategy on Xiaohongshu to achieve product optimization and conversion is the focus of many brands. This article will delve into the advertising channels, selection methods and delivery skills of Xiaohongshu to help brands achieve better promotion results on Xiaohongshu.
1. Xiaohongshu's delivery channels.
1. Blogger notes are placed.
For brands that don't have the energy to run a Xiaohongshu account, choosing to place blogger notes is an efficient way. The key to this approach is to find bloggers who match the brand's content tone and product, and you don't necessarily have to go after bloggers with a particularly large number of followers. Keer brand management research has found that small and medium-sized bloggers in the field of precision can also bring excellent results as long as the verticality of fans is high.
2. Information flow advertising.
Placing Xiaohongshu in-feed ads can help brands expand their popularity. Before launching, you need to do enough preparations, such as researching peers, searching for ad keywords, focusing on ad conversion rates, and testing the click-through rate of the first image. These details can affect the performance of your delivery.
2. Choose the delivery method: the trade-off between blogger advertising and in-feed advertising.
When choosing a delivery method, brands need to make trade-offs based on their needs and budget. Blogger ads and in-feed ads have their own advantages and disadvantages, and you need to choose according to the actual situation.
1. Precise delivery.
For brands that are in a hurry to convert, you can choose a precise delivery method. This method is mainly aimed at bloggers with high verticality and relevance to the brand, and their advertising costs are relatively high, but the conversion rate is also higher.
2. Spread the amount first and then accurately.
Another way is to start with a large number of non-precise placements and then gradually move to precision placements. The advantage of this method is that it is relatively low, but the conversion effect may not be as good as that of precise targeting.
3. Suggestions on delivery strategies.
When developing a Xiaohongshu promotion strategy, the following suggestions are worth paying attention to:
1. Clarify the purpose of promotion: whether it is to sell goods in the short term or incubate the brand in the long term, which will determine the focus of the advertising strategy.
2. Find the target audience: In-depth understanding of Xiaohongshu's user portraits in order to more accurately locate the target audience.
3. Content is king: Whether it's blogger notes or in-feed ads, high-quality content is the key to attracting user clicks and conversions.
4. Continuous optimization: According to the feedback of the delivery data, continue to optimize the delivery strategy and content to improve the conversion effect.
5. Win-win cooperation: Establish a good cooperative relationship with bloggers and information flow advertising platforms to jointly promote the development of the brand on Xiaohongshu.
6. Legal compliance: Abide by Xiaohongshu's platform rules, laws and regulations, and avoid adverse consequences caused by illegal operations.
In conclusion, promoting a product on Xiaohongshu requires a combination of factors, including target audience, budget, brand positioning, etc. Through reasonable channel selection and strategy formulation, combined with high-quality content creation and data analysis, brands can achieve effective ** and conversion on Xiaohongshu and enhance market competitiveness.