90% of brands and merchants don't have a proper understanding of Xiaohongshu's commercial traffic. In this article, the author shares 5 types of commercial traffic in Xiaohongshu, hoping to help everyone.
It is very necessary to understand the commercial traffic of Xiaohongshu, you can use reasonable tools at the right time, and the commercial traffic of Xiaohongshu is not complicated, you only need to spend 10 minutes to read this article to have a very clear understanding and awareness.
The form of commercial traffic corresponds to the marketing demand.
If classified according to the form, Xiaohongshu's commercial traffic can be divided into 5 categories, namely: note heating, search promotion (search pass), live broadcast room promotion, product promotion, and landing page promotion.
These five forms also appear to correspond to five different marketing claims.
1. Note heating
The one we usually use the most is definitely note heating, and the heated notes will randomly appear on the discovery page and increase from the 6th order +10.
With notes as the heating target, use commercial traffic to let notes be seen by more people. It is suitable for merchants at all stages, as long as there are notes with good natural data performance, they can use commercial traffic to leverage self-heating traffic. It is important to note that only the reported notes can be heated through the spotlight platform or the feed account.
The billing method is bidding CPC (according to click billing, you can bid freely in the spotlight account, the higher the bid, the more traffic can be competed for, the lower the bid, the less traffic will be grabbed, but it will save costs, which depends on the trade-off of the merchant).
2. Search Promotion (Search Pass)
Search ads will appear in the 3rd order of the search page under the keyword +10 in increasing order, and it is also displayed in the form of a report note, that is, a targeted note will be displayed on the set keyword search page.
In both cases, search promotion is suitable.
First, the product is niche, the target group is very narrow, and it is necessary to quickly and accurately reach the target group through certain target keywords and the orientation of the group, which is suitable;
Second, in the middle and late stages of the launch, whether it is a brand word or a product word, it has already begun to have a return search, and some notes on the conversion effect comparison are placed in some target keywords to help convert, which is suitable.
Keywords can be set freely, and the average click unit price will be different if the base traffic of each keyword is different.
The billing method is also bidding CPC (according to click billing, the higher the bid for keywords with a larger traffic base, and the lower the bid for keywords with a smaller traffic base).
3. Promotion in the live broadcast room
The first two forms will be used more often, and the latter three will be used less when there is no specific need. The promotion of the live broadcast room is also easier to understand, that is, the use of commercial traffic to heat the live broadcast room, this form is available on all platforms, and the pricing and display forms are similar.
The discovery page directly displays the "live broadcast room notes", which can be displayed in a targeted manner with the audience package, or by using the intelligent delivery of the spotlight platform, which is suitable for merchants or influencers with better live broadcast effects, and the billing method is completely consistent with the heating notes.
It should be noted that if the host's carrying and field control capabilities have not been verified, it is not recommended to directly cast streams to the live broadcast room.
How to understand the carrying capacity and field control ability of the anchor? That is, we have to observe that the anchor has 10 people, 100 people, 1000 people and other performances, for example, the anchor can't come back when more than 100 people are online and the barrage is more, which affects the rhythm, which means that the carrying capacity of the anchor is 100 people online, if the live broadcast room can reach 100 people online, then it is not recommended to cast the stream to the live broadcast room, first exercise the carrying capacity of the anchor, until the live broadcast catches more online, and then go to the stream, otherwise the cast online will become a waste.
Fourth, product promotion
The product page under the search page directly displays the product, which can be displayed with a crowd pack, or by using the intelligent placement of the spotlight platform, which is suitable for merchants who have product activities, conversions during big promotions, or new products that have explosive needs.
The billing method is exactly the same as that of search promotion.
5. Landing page promotion
The landing page is usually H5, which can directly display various types of advertisements on the page, or can be used for customer consultation collection of mobile phone number/name type, which is displayed on the discovery page, the position is not fixed, and the advertising label will be displayed in the lower right corner.
You can use the audience package for directional display, or you can use the intelligent delivery of the spotlight platform.
It is suitable for customers who need to collect customer information such as education and decoration.
The billing method is exactly the same as Note Heating.
Sixth, write at the end
Finally, a big picture to understand the principle of advertising bidding for Xiaohongshu's commercial traffic:
Author: Vic, the head IP in the marketing field of Xiaohongshu, a front-line senior marketing trader
WeChat public account: Vic's marketing thinking
This article was originally published by @Vic on Everyone is a Product Manager. Reproduction without the permission of the author is prohibited.
Image from Unsplash, based on the CC0 license.
The views in this article only represent the author's own, everyone is a product manager, and the platform only provides information storage space services.