In today's digital marketing, Xiaohongshu, as a platform integrating community and e-commerce, has become a marketing position that brands and merchants cannot ignore. To stand out on this competitive platform, it requires a deep understanding of its unique marketing logic and user behavior.
1. Xiaohongshu is actually a kind of "shelf e-commerce"
Xiaohongshu itself is a consumer decision-making field, search is the pre-purchase action, which has a great impact on conversion, and is essentially a kind of shelf e-commerce, when users search, they will also search for various products, but not product detail pages, but product grass content.
On the shelf e-commerce platform, the search ranking of keywords is uncertain, and the title/price/sales/evaluation and so on may be influencing factors, but there are not many factors that affect Xiaohongshu, and relatively speaking, the common search opportunities are greater.
Therefore, how to make their content more easily retrievable has become a necessary homework for merchants in Xiaohongshu.
What can affect Xiaohongshu's search ranking is actually reflected in the search page.
It is nothing more than "latest" and "hottest", as long as the notes are not in violation of the rules and are included normally, the newer the notes, the more they are hit by the "latest", and they will not appear in the "latest" range for more than two months; Notes with a high engagement rate, especially a high comment rate, low followers and high interaction, are more likely to be hit by the "hottest".
In most cases, there are still too few high-occupancy notes for new and hot notes, unless they are particularly niche or long-tail words, so in fact, everyone's grass content is not much different, which is also a good opportunity for small and medium-sized businesses.
The solution for small-budget businesses can be "content flow", and there are continuous "up-to-date" associated notes published, so that different notes have more opportunities to be retrieved; The solution for businesses with sufficient budgets is to "search placeholders", which directly use the information flow method to lock notes at the high position of the specified keywords in the form of bidding.
The former is more like the optimization of the product title, and the latter is more like a through train.
Second, the search link of Xiaohongshu is longer, but it can still be divided according to stages
Search isn't just an opportunity to convert your core demographic, but there are also some category opportunities.
For example, if I want to buy a piece of clothing suitable for outdoor sports, the first word that users search for may not be "jacket" or "quick-drying clothing", but "clothes suitable for outdoor sports".
Xiaohongshu users' search method is more like a "funnel", they will first narrow down the query scope through the method of general search and then refined search, so as to obtain accurate search results.
At different search stages, different content can be corresponded to for users to search.
The first category is "interested pan-users" with potential consumption intentions.
If you want to plant grass and convert this part of the user, the key for brands to do is to combine the recommendation tools provided by the spotlight platform to expand the keywords of potential intent words and upstream and downstream push words, so as to dig out more increments of the original keywords.
Through the optimization of potential intentions and upstream and downstream keywords, the card position can intercept such users who have no direct demand scenarios. For example, users want to see the outfit, but there is no requirement for skirts or pants, and the brand directly pushes the product "yoga wear" combined with outfits to this group of people through spotlight. Originally, the search path of "wearing-sports-yoga wear" was originally required, and the brand directly displayed the consumption scene and product dressing effect to users through upstream keywords, which reduced the user's original search path and improved the brand's conversion path.
For example, for sportswear and footwear brands, there is a question of "what should I wear when playing badminton?" "For pan-users in consumer demand scenarios, we can use keywords such as "yoga wear", "badminton", etc., to plant grass for users through brand products combined with demand scenarios, and then expand the upstream keywords of "spring wear" and "sports wear" through spotlight to search, successfully intercept users who are interested in yoga clothes in wear, inject the brand word "BYYOURSIDE", directly introduce the traffic of this part of users, and carry out a grass drainage for the brand.
The second category is the brand's "high-potential users", most of whom have relevant needs.
Users who have been successfully planted by brand-related grass promotion have even searched for brands and categories, but have not yet successfully converted into consumption. And this kind of users, partly because they are entangled in competing products, and some are hesitant about the price. Therefore, when we lay out search and promotion, we can use keywords such as "category words, scene words, and component words" to strengthen the planting of grass for such users in combination with scenarios and functions.
For example, for maternal and infant users who "babies wear diapers and stuffy butts", brands can optimize keywords by combining category words, scene words, and component words. For users who are entangled in competing products, we can combine keywords such as "red fart" and "pull-up pants" to push the use scenarios of babies wearing diapers to users, showing the selling point of the product's refreshing and breathable taste. For users who are hesitant about the price, we can also plant grass for users through keywords such as "pull-up pants are cheap" and "save money".
The third category is our "brand core users".
Generally, search for brands and related products directly on Xiaohongshu; Many of these users are "repeat customers" who have purchased and used brand products, and many are new customers attracted by the brand effect. Therefore, by promoting brand words and product words, brands can accurately correspond to them.
For example, users who search for a target luxury brand on Xiaohongshu are customers who already know about the brand and have strong needs, and they choose to buy by searching for the products of the target brand. This kind of refined search user is the direct target user that brands need to capture when they do keyword promotion on the Xiaohongshu search page.
Above.
This article was written by Everyone is a Product Manager Author [Zhao Zichen Vic], WeChat public account: [Vic's Marketing Thinking], original / authorized Published in Everyone is a product manager, without permission, it is forbidden to reprint.
Image from Unsplash, based on the CC0 license.