Three Key Steps to Create a Successful Xiaohongshu(RED) Brand/Enterprise Account

Three Key Steps to Create a Successful Xiaohongshu(RED) Brand/Enterprise Account ​

1. How to Set the right KPI for your XHS Social Media?

First of all, no matter you are a company, a brand or a store, you must decide the purpose of creating the account. Generally, there are two types and they have different ways of operating.

The first type is brand exposure – this is mainly focus on brand awareness, which is to let more people to know about your brand. The KPIs should be the number of likes, followers, and exposure of each note. Therefore the note content can be based on these data to choose a suitable topic like which kind of content have more likes and views.

The second type is traffic conversion – this goal is mainly to focus on the number of comments, the number of private messages, and number of conversions, such as number of inquiries and purchases, etc. This is commonly used for small businesses or self-employed account.

2. Register XHS Enterprise Account, Benefits and Features

Xiaohongshu/RED can be divided into personal account and professional account, and professional account has personal professional account and enterprise professional account. Brands usually will choose to open an enterprise professional account, which is, getting the ‘blue V’ certification, and the verification fee is 600 yuan. There are several advantages to create a professional enterprise account:

• Online businesses can open an online store in Xiaohongshu
• You can bind your physical store with the account to increase offline traffic
• You can set automatic reply to private messages for a better user experience
• Twice sweepstakes monthly is available to drive more traffic
• Able to send unlimited private messages every day, this is an advantage of the account because ordinary accounts will have limitation of the number of times to send messages
• Able to set a customized nickname

3. Strategize the right Brand Position and Content Plan on XHS

Here, we use traffic conversion as the goal of the account as an example:

First, position the brand account as a personal account, present the content in a more humane and life-like way, and minimize the corporate image or restraint of the brand company. The reason is because users will be more inclined to personal IP, which is easier to grow desire (or known as 种草).

Second, accurately select topics for target customers and make content, especially content that can hit their pain points and needs, of course it is the best if can attract and grow desire among potential users. Your content must be able to let users know that your product or service can solve their needs or problems, then most likely they will comment or message to ask for more details and even achieve conversion.

Third, use diversified forms to improve conversions, such as regular lucky draws, which you can make full use of the function of monthly lucky draws to attract existing customers and potential customers to participate; do advertising, try to place ads through Xiaohongshu’s news feed advertisement as the result is very good; influencer marketing, you can look for KOC or KOL to promote your brand as to achieve brand exposure and recommendation purposes, also to increase more followers and interactions.