Recently, I saw a very interesting feature on Xiaohongshu, and some partners mentioned that this is a new feature added after the new version.
When you see a funny comment, you can not only share it with your friends in Xiaohongshu, but also share it with your WeChat friends.
Click "Share to WeChat" and a picture with comments will be automatically generated.
In the past, when sharing a Xiaohongshu post, you could only generate a link card, and you could only see the title of the post and a small part of the text content on the card, so you couldn't show more.
In comparison, it can be found that Xiaohongshu has set its own "careful machine" in sharing.
In the past, WeChat friends could directly see most of the content after clicking on the link, unless the content was too long or they wanted to read the comments. In other words, posts with less text content naturally leave WeChat users in WeChat, and there is no way to jump.
Now it's different. Xiaohongshu has a new logic, the shared user can see the content of the comment, but does not know what the comment post is, driven by curiosity, the user may jump by scanning the code.
Although it is still in the WeChat system, users who are attracted by the comments may still have the curiosity to read other high-quality comments, and the probability of jumping to Xiaohongshu at this time is not necessarily lower than the previous jump link.
In the process of many people studying how to attract traffic from Xiaohongshu to WeChat, Xiaohongshu has started a series of anti-drainage methods.
Routine publicity of illegal drainage is one. Nowadays, the link from WeChat to Xiaohongshu is a different story.
In this way, Xiaohongshu is reversely mining the massive number of users on WeChat into its own platform. In the era when traffic is getting more and more expensive, WeChat, which has hundreds of millions of users, has also become a treasure that other platforms want to explore.
(Screenshot of comments shared on other platforms)
In fact, the function of sharing to WeChat itself is not unusual, but when the sharing scene is refined again, this user traffic war without gunpowder begins. Whoever can retain more users will be able to laugh proudly.
Xiaohongshu's caution for drainage is to hope that more people will guide people into Xiaohongshu from WeChat. For example, when cooperating with some brands, they will be encouraged to mobilize users to make content and comments on Xiaohongshu. In this way, new traffic is activated. All the purpose is to increase your own low-cost traffic (not merchants, but platforms) in various ways.
Users who enter the Xiaohongshu platform are equivalent to entering Xiaohongshu's own private domain, and merchants who deploy Xiaohongshu will have more traffic to promote the conversion and monetization of users.
Just like the various merchant Xiaohongshu private domain incentives launched by Xiaohongshu a while ago, now Xiaohongshu's own private domain operation is ripe, and even has achieved good results.
In the past, it has been observed that the GMV of an original jewelry design brand in the Xiaohongshu group chat accounts for as much as 50% of the merchant's overall GMV.
Some merchants have always said that they want to lay out the private domain of Xiaohongshu, and Xiaohongshu, which is gradually improving the closed loop of commercialization, is also constantly bringing surprises to merchants, so as to achieve more realization.
The topic of private domain monetization is also the most common part that many merchants pay attention to when laying out Xiaohongshu, so it is really decided to hold a private meeting with the theme of "Xiaohongshu Private Domain" in August to talk about how to improve private domain monetization and how Xiaohongshu can get more growth.
Source: See the truth public account