Teardown of Xiaohongshu enterprise account operation, with 254 useful information on Xiaohongshu operation...

│Foreword│This article analyzes the operation of Xiaohongshu Enterprise Account, starting from the category of food, including snacks, drinks, and baking. The definition of enterprise account mentioned here is not limited to enterprise professional account. Personal account as enterprise marketing also falls under the definition of enterprise account. Here, by analyzing the notes of the enterprise account, we can better understand the content planning of the enterprise account. Through the analysis of the layout of the title content of the notes, these are the sources of good data behind it. The dismantling of Enterprise account operations can be used as the basis for Enterprise account operations to learn about content planning. 01/Snack Case 1: Three Squirrels Judging from the notes launched by Three Squirrels on Xiaohongshu, they are not just simply displaying products, but also combining different strategies for marketing to attract attention and interactive fans. The first is joint marketing, co-branding activities with other brands, or cross-border co-branding, such as Mother's Day joint gift packages with six major brands, customized gift packages around Moore Manor, etc. This method not only attracts consumers' attention, but also attracts each other's fans. The second is holiday marketing, launching new products or new combinations and new packaging that suit the theme and atmosphere of the holiday as holiday gifts. Such as Spring Festival nut gift box and 520 snack gift package. And make appropriate jokes, do topic marketing, combine hot topics, and use fun pictures and texts to attract consumers' attention. This kind of notes will have higher likes and comments. Case 2: Bestore. Open the homepage of Bestore. The types of notes they publish can be simply divided into three types: fan benefits, food making tutorials, and celebrities and movies and TV series. Bestore is relatively popular in the snack industry. Judging from their fan activities, it can effectively activate users. For example, recruiting new product experience officers, giving away gift packages to anniversary fans...all are interactive lottery draws and benefits to attract consumers' attention and participation. Secondly, among the notes released by Bestore, the number of videos produced by food accounts for a high proportion, and the quality is not inferior to that of professional food bloggers. As a brand owner, you can become a food blogger and produce homemade food video tutorials, which can be naturally integrated into your own products. At the same time, the style of the video is very artistic and fresh, and the appearance and appetite coexist, making snacks a healthy diet. This operation can add points to the product and stimulate consumers' interest and desire to purchase. By linking up with celebrities and film and television dramas, you can use the celebrity effect and topic popularity to increase the exposure of your brand and products. BESTORE chose Brother Overcoming All Troubles, "Li Ge Xing", "Little Shede", etc., all of which have very popular celebrities and topics, so they can effectively promote and attract traffic. Another point is that Bestore’s topic check-in and interactive sections are also relatively good. Amateurs participate in the check-in and interaction, and the data and feedback they bring are equally real, effective, and more down-to-earth. Case 3: Lai Yifen Lai Yifen’s Xiaohongshu enterprise account has not been in operation for a long time and does not publish many notes, but its traffic password is the spokesperson Wang Yibo. Traffic stars can bring great attention and attract fans in batches. Most of the notes released by Lai Yifen are topical interactions around the spokesperson and the variety shows he participated in. For example, in the "This is Street Dance" program, Wang Yibo used the same W gesture challenge. He used this activity to attract traffic to offline stores and attract fans to the stores to participate in the check-in challenge. As long as the topics and activities related to the spokesperson can attract the attention and interaction of fans. 02/Beverage Case 1: Yuanqi Forest The notes of this enterprise account Yuanqi Forest are of relatively high quality, and the average number of likes and comments per note is relatively optimistic. The highlight lies in its topic marketing creativity and title copywriting, as well as the interaction and guidance in the comment area. First, let’s talk about the creativity in marketing. The first is to personify and visualize the product, such as “Sparkling Water Dating”, “Group CP”, “Sparkling Water Emoticon Package”... all lively and interesting. The second is to extend the brand image in addition to the marketing of product tastes, such as "Launching the Yuanqi Boy Handicraft Award", "What is it like to work in the Yuanqi Forest?", etc. This type of activity will deepen consumers' impression of the brand and encourage interaction. Sex is also stronger. Secondly, the title of the note is also very attractive, story-telling, impactful, and can stimulate the user's interest. For example, "Surprise inspection! Come in and get a prize!" "Help! It tastes so good!" "Is there anyone who doesn't know about it?" "How did XXX discover it?" Such impactful words will attract readers more eyeball. Another example is "Come in and make a wish~ Only true and not false", "Be sure to watch until the end, okay?" and "Expose the menu of Yuanqi Forest Milk Tea Shop" leave suspense in the title and stimulate consumers' curiosity.

Guidance in the comment area is also very important. You can see the comment area below each note. The official account has messages to guide interaction, and the tone is also very lively. All in all, looking at the notes of this enterprise account, it fits the "vitality" in the brand name very well. It has a clear positioning, knows how to play tricks, is very lively, and is close to young people. Case 2: Chun Zhen Judging from the notes posted by Chun Zhen, the title is quite satisfactory, with no particularly eye-catching words. However, he extracted the main information onto the cover. The design of the cover image is relatively exquisite, so it is placed on the recommended homepage. Likewise It has its outstanding highlights and attracts clicks. In terms of event planning, Chun Zhen focuses on linkage marketing, but the objects selected all have the same characteristics, that is, they can highlight and amplify the selling points of the product-fat reduction and low calorie. For example, exploring vegetarian restaurants, pairing with light meals, and linking with keep, every plan revolves around the theme of "fat loss and health". Chun Zhen's traffic-draining effect is obviously through targeted activities, linking with popular variety shows, and giving away tickets to meet-and-greets. This kind of process design can attract a large number of fans to participate in the activities, and attract fans to the online flagship store. Case 3: Xiaoxian Stew Xiaoxian Stew, as a skin care product, has a precise audience, that is, female audiences, so it targets this group of people accurately in marketing. Choose female celebrities of different ages and life stages to promote, attract the attention of corresponding fan groups, get the same style, and follow your favorite celebrities to maintain your beauty. At the same time, the Xiaoxian Stew Enterprise account also reprinted many sharings from Xiaohongshu experts, such as the high-quality life of exquisite white-collar workers, the exquisite afternoon tea of ??full-time wives, the maintenance experience of 3 sisters, etc. These topics can capture the pain points of consumers and highlight the selling points of the product. Through sharing by experts, it is easier to attract attention, stimulate user interest, and get closer to and meet their needs. It also helps to enhance the brand's image and increase product display. 03/Baking Case 1: Although the account of Mr. FFunnycake Xiao Lu is not a corporate account, it can be seen from the account profile and pinned notes that it is actually a personal account used to divert traffic to online and offline course training. The audience for baking training is baking enthusiasts, practitioners, and baking novices who intend to enter the industry. Therefore, most of their search keywords are the name of a certain dessert, preparation method, modeling reference, etc. Mentioning more relevant keywords in the notes can increase the chance of being searched. The notes of Mr. Xiao Lu’s account have high-quality products and pictures, so just product pictures and key text can attract users to click and browse among notes of the same type. If it is a video of practical information and tutorials, it will be more attractive and have a greater chance of being collected and consulted. Although the ultimate goal is to attract traffic to courses and training, how to attract students? First, the content presented by this account must meet the needs and expectations of users. For example, users can see what problems you can help them solve and what skills they can gain. What effect is achieved? Case 2: Food Magic Research Institute Food Magic Research Institute has a relatively high number of fans and likes among accounts in the same field. It is a well-run and unique account. Creating your own characteristics is an important secret to attracting attention. It can be seen from the published notes that each product and course they launch has its own creativity and characteristics, has highlights and good looks, and can attract users to try new things. At the same time, the video is a teaching-style output, but the style is very refreshing and refreshing. When paired with a text list, it can greatly increase the number of likes and collections of the notes. The layout of keywords is also very important. Increasing the density of keywords in notes and embedding related hot topics can bring more traffic. Users have the habit of searching and making decisions in Xiaohongshu, so we need to be able to accurately market to users and use content to become the choice for users in decision-making. Case 3: Tianmoer Baking The account Tianmoer Baking has 158,000 fans and 999,000 likes and collections. It has done a relatively good job in marketing. Judging from the notes they released, the content mainly covers the production of new baking products, baking-related marketing ideas/methods, student training, store franchises and operating conditions. It is mainly directed to online and offline courses, and the positioning is relatively clear. Compared with most baking accounts, what stands out about Tianmoer Baking is her marketing method: First, she launches new products frequently and comes with production methods, which can attract fans to leave messages for consultation. The second is to grasp the common or thorny problems encountered in the baking industry, provide solutions to the problems, and lead to marketing courses. The third is to demonstrate the training process and learning results of students to attract industry novices who have the same needs. The fourth is a slightly exaggerated way to share the business status of offline stores, store franchise status, etc., which will arouse curiosity and attention.

│Final summary│1. The note content of the enterprise account must start from the most distinctive features and advantages of the enterprise account itself; the enterprise account should also pay attention to the direction of the content. Content that feels good about oneself or popular content from other platforms may not necessarily follow the same trend. In line with the content that Xiaohongshu users like, too much brand marketing can also have negative effects on users. 2. It is necessary to regularly analyze and review the early data content, such as fans, content and content feedback, in order to discover what kind of theme content is explosive and attractive. 3. Be good at using hot search terms to increase the accuracy of customer searches. 4. High-end pictures are more attractive to users, so no matter whether you are shooting, selecting pictures, color grading or typesetting, you must work hard to maintain a unified tone. 5. Periodic event interaction, fan interaction, and gift giving are also very important content planning.