What is Xiaohongshu Brand Account and its Advantages?
Xiaohongshu brand accounts are one of the best ways of engaging with the community. A good brand official account serves well as a communication channel between a brand and its users.
In this video, our marketing coach, Cynthia will talk about Xiaohongshu Brand Account and its advantages.
Presented by:
Cover topics:
Xiaohongshu; Basics and Features of Xiaohongshu; Why Xiaohongshu?
◆ Cynthia Chan
Xiaohongshu Marketing Coach
Cynthia is a passionate and innovative social media strategist. Her creative mind is helping brands speak to young millennials in China via Xiaohongshu, WeChat, Douyin etc.
She is now Xiaohongshu marketing coach with China Marketing Academy. She is also a trilingual content copywriter (in English, Mandarin and Cantonese) and short video planner.
What is Xiaohongshu brand account?
- A brand account is different from a store account.
- A brand official account serves well as a communication channel between a brand and its users.
- Brand accounts are one of the best ways of engaging with the community on XiaoHongshu. They can share ‘notes’ with their followers, upload images and video content, sell their own products, and respond directly to fan reviews and comments.
- With the right strategy and content in place, a brand account on XiaoHongshu could quickly generate interest on the platform, let’s say if the notes are added to the ‘boards’ by popular influencers, their fans will know more about the brand. And bring more brand awareness.
- Growing your follower base will also give your brand the ‘social proof’ it needs to win over Chinese consumers. Beauty brands like Olay, Swisse, and Lancome have used this to become some of the most popular beauty accounts on the platform.
Real Example of brand account in Xiaohongshu
- There are more than 22,000 brands join Xiaohongshu official brand account from overseas big brand to China brand
- For example, Dyson, LV, Dior, Hey Tea, Wangzai, and lots more popular brands that well known by us.
What are the advantages of Xiaohongshu brands account?
- Official certification mark
Brands are required to get their Brand Accounts verified. Brands need to hand in supporting documents including business and trademark registration. After verification, a tag of “Brand Official Account” will show up under the logo.
With this tag, users can know the account is an authentic and official brand account. This will gain user trust.
- Direct response to users
Using different types of tools to interact with fans, such as @me, topic, and private message, If users are already talking about your products on XHS, a brand account allows you to respond to comments and turn inquiries into purchases.
In cases where there is no Brand Official Account, these questions are left unanswered and result in the possible loss of potential customers for the brand.
- Data insight with the data report by Xiaohongshu, achieve data-driven operation
Through the data, a brand can know more about the analysis of the fans:
- The gender, their age, interest and where do they come from.
- With all these data, a brand can create more notes or events that fans may interested and bring a better interaction with them and gain more fans.
- For example, if the fans prefer offline activity, the brand can organize more of this kind of event to increase brand stickiness with the fans.
Learning from China Marketing Academy? You will never regret doing so because you will:
- Equip yourself with the latest trends and strategies and develop your career by producing better marketing results for your company.
- Expand your knowledge of Chinese digital marketing by learning new skills and filling in the gaps.
- Create more possibilities for yourself. Understanding the ins and outs of effective marketing in China is important for any organization seeking to grow internationally.
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