Editor's lead: With the continuous development of Xiaohongshu, more and more businesses began to operate their own Xiaohongshu accounts for product marketing and product promotion. The author of this article shared the methods for novice merchants to play little red books quickly. If you are interested, study together. "Rivers, I just started to do the little red book, how to powder quickly? What are the ways to avoid the pit? For those who have just published the little red book, many businesses are still unclear after reading nearly 200+ materials. In view of this situation, novice entrepreneurial writers play the little red book raiders V 1.0, and quickly spend the novice period from five parts: cognitive platform, account positioning, content delivery, advertising planning and continuous resumption. First, to be a little red book, the cognitive platform must first understand the platform, know what the platform explicitly prohibits, and then know what the traffic mechanism of the little red book is. First of all, the platform explicitly prohibits it, mainly in terms of account numbers and remarks. 1. Account level 1) Non-compliant contact information It is forbidden for merchants to leave WeChat and phone numbers in their personal data, top notes, my moments, etc. For users who have successfully reserved WeChat and phone numbers, once they encounter reports from competitors, they are easy to fall into the risk of current restriction. Figure 1: non-compliant contact information drainage 2) mobile phone equipment violation. A mobile phone logs in multiple accounts, and the accounts are all selling fakes and illegally marketing. There is no way to limit the equipment. 3) The posting frequency is too high and the notes above 10 are repeated every day. If the notes are repeated, it is judged that the account is plagiarized and there is no natural traffic. 2. Note grade 1) The quality of notes is poor, such as freckles, acne, cover superstition, medical beauty, other platform watermarks, etc. It is also easy to be unified by the platform. 2) Non-original note processing and plagiarism notes will also be judged illegal by the platform. For Enterprise, posting with the word "I" in the first person is not the main note, and it will also be judged illegal. 3) After the notes are modified many times, it is easy to be judged as illegal if the notes are modified and deleted many times in a short time. 4) The notes contain sensitive marketing words, and I will show you a list of high-risk words in the advertisement of Little Red Book. You can conduct self-examination. If you need this list, you can reply to "Advertising Comments". Regarding the self-examination of notes, you can look up the words with zero Kerry and copy your own notes to see if there are any prohibited words. PS This form is an advertisement review form and cannot be used for advertisements. It can be used according to semantics when it is not advertisements. Figure 2: After the list of high-risk words in the advertisement of Little Red Book clarifies the content prohibited by the platform, for novice merchants, it is necessary to know the traffic source of Little Red Book platform, so that the notes can get more traffic. At present, there are four core sources of little red book traffic: attention, recommendation, city and search. Figure 3: Four traffic portals of Little Red Book 3. Focus on the portal: fan traffic opens the little red book, and on the far left is the focus on the portal, the notes of bloggers who have given priority attention. The more fans, the higher the initial traffic. 4. Discovery portal: The interest flow discovery page is the home page for users to open the little red book. According to users' daily browsing preferences, reading habits and attention tags, the platform actively pushes relevant high-quality content to users, which is the largest traffic section of Xiaohongshu. Whether the system recommends your notes depends on whether the user's preferences are consistent with the account note label. The clearer the account label, the more accurate the push will be. In the discovery page recommendation, it is divided into personalized recommendation and platform recommendation. 1) Personalized recommendation: initial screening-fine screening-fine tuning. No matter whether it is Little Red Book or Tik Tok, its discovery page recommendation mechanism will go through three stages: initial screening-fine screening and fine tuning, and an explanation will be issued. If you delete illegal notes, the notes that pass normally will enter fine screening. According to the title, picture, content and other information of the note, the system will only expose it to a certain number of accurate people. If the click-through rate is good at the initial exposure, and the note interaction (likes, collections and comments) is higher than the market, the notes will be pushed to a larger traffic pool. Figure 4: The traffic recommendation mechanism mentioned in echo sharing is that the note recommendation mechanism is mainly scored by CES (Tibetan Review). The higher the score, the larger the traffic pool and easy to be monitored by the platform. When the evaluation score of the note in the corresponding traffic pool is lower than the recommendation threshold of the traffic pool, the platform stops recommending. The life cycle of a note on the PS recommendation page is 30 days. Figure 5: Little Red Book Scoring Mechanism from Micro Broadcast Easy 2) Platform Recommendation: Super-exposed Little Red Book also has public domain traffic, and Little Red Book will be based on the user's behavior habits, such as the content of the last browse, the refreshed content, the time of stay, and the favorite content. Through the recording and judgment of the algorithm, the notes with a browsing index of one million (generally like, with a collection of more than 65438+ one million) are recommended to users who may be interested, and re-exposed, which is why many of you don't pay attention to popular notes and appear on the discovery page. 5. Location entrance: The geographic traffic location page pushes the recommendation of the same city, which will show how many kilometers away from your location. This portal is friendly to the same city and shopping. For local shop-exploring bloggers, it is necessary to add a location tag and locate it locally, so that the brand can be found more easily. Figure 6: Position Flow Inlet 6. Search portal: demand traffic search box accounts for about 30% of official traffic, and notes get search traffic. Even after the 30-day note life cycle, they can still get traffic continuously. For novice businesses, we should learn to bury the main keywords and subdivide the domain keywords. 1) Primary keyword refers to category keyword. For example, we are green tea, and tea is the main keyword; 2) Subdividing keywords Subdividing keywords is also called long tail words, such as the fitness industry, when is the best time to exercise, and what fruit to eat for fitness. These are long tail keywords. You can find these words through the little red book drop-down box or keyword planning tools, and implant subdivided keywords in the title, text and label. Figure 7: What fruit is better to eat to lose weight? The above four entrances account for more than 80% of the traffic of Xiaohongshu, and the rest of the traffic is pushed by news, live broadcast squares and topics. Whether another note can catch fire or not depends on the topic selection, cover and text in the early stage. You can read this article, the little red book traffic password. Second, how to plan the account positioning business after registering the enterprise number? In my opinion, Enterprise is not a cold propaganda machine, selling point of crazy output products, but a brand propaganda carrier with its own personality and tonality. Users will know what our products are after reading the account notes. What are the values? A qualified enterprise number should meet the following three points. Figure 8: xiaohongshu enterprise account positioning 1. There are brand people to complete the brand image output. Xiaohongshu plants grass to divide function and emotion. Function is the characteristic of our products, and emotion is the customization of brand people. For example, the shaping of the summer view is an aesthetic design of oriental charm; The design of experts in shaping big underwear by toffee pie; Funny and interesting brand created by Pan Pan. For brand accounts, you should also think clearly about what your brand name is. Figure 9: Guanxia, Milk Sugar School and Panpan People's Design II. Highlight brand advantages, differentiate competition, convey and locate the core of enterprise accounts, and let users generate trust and generate transactions. We can highlight the brand advantages in the introduction, background and remarks, and let users know where our advantages lie. Rumanwei: the pioneer of enzyme soy sauce; " He Fei is more suitable for China baby's infant milk powder; The only travel shoot, the leading brand in Asia. Figure 10: Full of flavor, flying crane, the only outstanding brand advantage. 3. Product features/selling points output. To complete the transmission of brand value, users need to know what the explosive products are and what their characteristics are. In the process of operation, increase product highlights, so that users can understand what the top products and product structure are and what the core advantages are. Third, the third piece of content operation is content delivery, which is mainly divided into enterprise number operation and talent delivery. Let's talk about the operation of Enterprise, which is divided into five aspects: brand story+product introduction+knowledge sharing+activities and hot spots+lottery notes. Figure 1 1: content operation of xiaohongshu enterprise. 1. The core of brand stories is to convey brand culture and ideas, release new brand trends and let more people know about brand stories. For example, looking at the summer, the new house of imperial academy quadrangle in Beijing, the cover and text all convey the quietness and tonality of the original brand. Figure 12: Close the story notes of brand 2. Product introduction Product introduction is to solve users' problems around the core selling point and output value of the product, and the Enterprise takes notes by itself or reprints experts' notes. For example: Ke Yan's. On average, the official account of Kiehl's brand updates a piece of content every three days, mainly focusing on beauty content sharing. The content revolves around the value point of product special effects, so that users can better understand the value of products. Figure 13: Kiehl's product introduction 3. Knowledge sharing includes dry goods science, scene implantation and use, and common professional knowledge such as bird's nest, jade and tea. Let users recognize the professionalism of the brand. For example, "Tea Friends", many accounts have exploded, and their products are implanted through dry goods, and then in the comment area, users are guided to the store to place orders. Figure 14: Tea for you, knowledge popularization 4. Brand activities, brand co-branded spokespersons and other hot spots are all in the form of hot spots, so that more users can understand the brand, such as Lu Han's endorsement without a card, China's co-branded release, Kexin product activities and so on. Figure 15: Active Hot Notes 5. Lottery Notes 1) Lottery Notes When releasing notes, bind the lottery activities and let users participate through attractive products. The cover of the note should enlarge the lottery products and big characters (such as pet powder, welfare, limited time, etc.). ), and the words and prizes must be eye-catching. The second picture can highlight the prizes, and then attach the lottery rules to guide users to interact. Figure 16: The second point of Daewoo's lottery notes is the talent board. For novice businesses, it is not recommended to vote directly for people with high fans. First, we should adopt a pyramid-like talent delivery mode, starting with waist talents and amateurs. In the choice of talents, we can start from these four aspects. (1) In the early stage of the content field, vertical talents are selected to penetrate the core population, and other categories are gradually expanded in the later stage; (2) Compared with choosing Daren, the ratio of Tibetan mastiff/point in Daren account is about 2-8, and the ratio of stars is usually about 1-2. If it exceeds 8, users are more willing to praise and comment after reading the notes, but they pay less attention. (3) Long-term efforts to see the update frequency, outbreak frequency and upward trend of expert notes, and whether there is a chance of an outbreak in recent notes. (4) The content depends on the authenticity of the note data. You can click on the comment area to see if it is a mutual praise group; At the same time, check whether the bills sent are all advertising bills and determine whether the account number is determined by the platform. There are three main ways to find talents. (1) Private letter contacts should prepare multiple trumpets, set up various anti-blocking technologies, and private letter bloggers to see if there are opportunities for cooperation. This means that you will always gain something by relying on crowd tactics and persisting every day. If you can keep doing it, there will be surprises. At the same time, you can also recruit and screen suitable bloggers on various announcement platforms such as Crab and Xiangzhen. (2) Media organizations cooperate to search MCN institutions' rankings or friends around them through Dandelion platform. When choosing institutions, on the one hand, we can see whether they have previous experience, on the other hand, we can see the overall data of Daren in the past 30 days, and at the same time, we can see whether Daren has been judged as a marketing number by the platform. (3) After the Dandelion platform recruits brands to make a brief introduction, the platform publishes them, and then bloggers register, which is somewhat similar to various notices in the market, and can also be charged according to the amount of reading. See this article for details. At this stage, bloggers recruit cooperative businesses, do a good job in corporate content planning, and at the same time make a good presentation by screening talents, so that bloggers can implement it and see the effect of the first round of launch. If you have good notes, heat them with French fries or a stream of information. Four, advertising is mainly divided into French fries, information flow, brand advertising. Brand advertising refers to products such as screen opening, flame topic and business topic, which we didn't use in the early stage. French fries can be used at this stage, and the effect advertisement is well done. 1. French fries: The original note heater was defined as a self-service delivery product provided by the creators, small and medium-sized businesses and enterprises of Little Red Book, which can be delivered through mobile phones. The biggest advantage of French fries is the original flavor, no advertising signs, and more natural flow is instigated with French fries. There are two pictures of French fries: content heating version and promotion version. 17: There are two promotion versions of French fries: content heating: for content creators who need to grow up, the core is to improve the reading, playing and praise of high-quality content. If there are more than 500 fans, the number of notes published in the last 28 days is ≥2, and notes published within 90 days can be published. This release is a promotional word without advertising logo. Figure 18: Marketing promotion of French fries heated version content: suitable for content creators and enterprises with product marketing needs, supporting brand promotion and commodity shopping guide information, requiring advertising law to require complete qualifications, no fan threshold, number of remarks and content requirements. There will be sponsorship or advertising labels when it is released. 2. Effect advertising Effect advertising can be divided into two categories: information flow and search advertising. Figure 19: The discovery page of Little Red Book appears in the information flow of bidding promotion products, at 6+ 10n positions such as No.6, 16 and No.26 on the discovery page, with "sponsorship" and advertising signs. Sponsored signs are mainly in Xiaohong Bookstore, and advertising signs jump out of the station, which are directional and arrive repeatedly. Figure 20: Search and promotion of information flow advertisements need to set keywords, which can be understood as training similar to Taobao. Keywords are selected in the background, and then appear in the third, 13, 23 and other 3+ 10n positions of the search page for people. Compared with information flow, search interception requirements are more accurate. Advertising in the early stage, information flow planting grass, search interception demand. Regarding the introduction of effect advertising, we can see the introduction of Little Red Book. 5. Go online again and improve the content planning of notes. After advertising, how to re-launch data, from the official data interpretation, re-launch volume, ROI, new customer clues. Figure 2 1: Volume types of three types of small red books: Little red books are released more, which are mainly divided into content exploration period and volume improvement period. During the content exploration period, pay attention to CPC and CTR, CPE and explosion rate. In the period of increasing turnover, we are concerned about the search rate (the market is 2%) and search cost, as well as the share and SOV. Type of ROI: Focus on the sales transformation, CPC hits and CTR in the trial period predicted by notes, the commodity visits and architecture costs in the detailed test period, and the total RGMV in the harvest period. Clue type: for clue customers, the testing period focuses on the material testing period, the mental occupation period focuses on the number of private letters opened and the cost of form optimization, and the cost optimization period focuses on the market-based form cost. This type is mainly advertising duplicate. For the recovery of natural flow, we can sort out the daily notes in tabular form to see how many comments and interactions there are, and then gradually adjust the cover, text and title of the notes.