Hello everyone, I am Zhixing, an online media, and today I will discuss with you how to operate the company's Xiaohongshu account by one person?
A colleague told me before: "The boss doesn't know much about Xiaohongshu, so I am alone in charge of the operation of the entire new media department, including Xiaohongshu, official account, Weibo and Douyin. The mission of thousands of troops." "Three months later, the boss asked me why our Xiaohongshu enterprise account only has 2,000 fans?"
So what to do? It cannot be blamed that the boss does not understand Xiaohongshu. It is precisely because the boss does not understand that professional operation talents are needed. Without providing a comprehensive analysis report to his boss, he can only judge the results by feeling. The boss will definitely compare the competitor's enterprise account with the drainage situation, but he only stays on the superficial data.
If the input-output ratio is not calculated, he can only operate at a low cost. In fact, there is no real low cost in this world, and the gifts given by God are all secretly marked with a price. If you want a low budget investment, it means that you must improve your operating capabilities, and the time cost will also increase.
But that doesn't mean that with enough budget you don't need operational capability. Every boss is a businessman, and he cares more about the ratio between input and output.
Before doing anything, there will always be a small-scale test, and then decide whether to expand the scale based on the test results to create a pipelined model.
1. The importance of Xiaohongshu marketing team
One person is responsible for the operation of the entire new media department, including not only Xiaohongshu, but also Douyin, WeChat, Weibo and other platforms. Under such circumstances, it is indeed very difficult to succeed on Xiaohongshu. Even if you are running an enterprise account, it is not easy to create high-quality content. Therefore, for exquisite pictures and video materials, do you need the support of a team? Quantity alone is not enough.
At this point, we need to know roughly how many enterprise accounts the competitor has, and what is the size of their operation team? How much effort they put into polishing a piece, and putting it to the test. Although our team may not have a large number of people, we must also pay attention to the importance of division of labor and refinement. Analyze how many business numbers they have by searching for brand terms or competitors' product terms. According to the update frequency, you can roughly judge their operation scale and team size. The strength of the team is the first key point.
2. Production cost of notes in Xiaohongshu
A well-polished work is not the same as the result of a random shot. We need content that is both attractive and not too commercialized. In this regard, the experience and skills of the operators are tested. Also, testing templates with high burst rates takes time. The equipment required for shooting, or the skills of operating personnel, not everyone who has been a blogger has all-round capabilities.
Those who have created the content of Xiaohongshu’s notes will know that it takes a lot of thought from topic selection planning to writing content, to photo shooting and production. If it is a brand new topic, from topic selection to final content completion, 2-3 days is a normal time, referring to a work. After the purely pipelined and thoughtless content is published, the data will definitely not be good.
3. Does the other party’s Xiaohongshu enterprise account carry out promotional advertisements and implantation?
Many bosses see that a note has become a hit, and they will say to the operation staff: "Look, people have done a good job." The operation staff may be eager to refute, but they can't tell why. Whether it is an enterprise account note or a blogger note, it is possible to increase the exposure rate through promotional advertisements or implantation. The operation of our Xiaohongshu enterprise account can only rely on publishing notes, and then wait for the outbreak.
Others use great power to build the market, but we are still stuck in the era of traditional methods. This is also the gap we need to compare. An excellent account may invest 500-2000 yuan a day in promotional advertising expenses, and exchange money for traffic. Free traffic is good, but there is still a ceiling. Free traffic is obtained by paying time and labor costs. Therefore, operators also need to pay close attention to the means of increasing exposure such as promoting advertisements and implanting.
4. The budget for all aspects of the operation of the Xiaohongshu Enterprise Account
Investigate the other party's daily input costs, including note delivery. Others may have worked for a long time, but we just put all our eggs in one basket and start wishing for results. But time has passed, but there is not much effect, and it may be suspected that the operation ability is not good. In addition, the equipment of foreign aid must also be considered. Even if the opponent's team is small, whether they seek foreign aid to cooperate, such as finding bloggers to provide graphic manuscripts or make videos for the enterprise account, these will require cost investment.
Our team has a small number of people, but our goals are high, which leads us to do our best and work overtime every day. But looking at his meager salary, it is inevitable that there will be a sense of gap. However, for Xiaohongshu operators, experience is very important, but it is unsustainable to fight alone for a long time, no matter how weapons and food are, they cannot support it. Unless those few people are multi-skilled.
5. The operation cycle and number of notes of Xiaohongshu Enterprise Account
Sometimes, we see that other people have a high number of followers on the enterprise account, but don’t forget that they may have posted 200-300 notes, while we only have 20, so we cannot compare them in terms of quantity. Of course, there are also cases where the number is small but the output of explosive articles is large, but this is a rare case. By clicking on the likes, favorites and comments on the homepage of the enterprise account, we can see how many notes the other party has posted.
In addition, it is necessary to consider at which stage the account released the popular article. For example, our brand mainly focuses on winter products, and the demand in winter is relatively large. Or trending topics on the platform that competitors have capitalized on that didn't exist when we started our operations. Therefore, comparison and analysis are also required regarding the number of notes and the timing of release.
6. Is the lottery really the savior for increasing the followers of the enterprise account?
The Xiaohongshu enterprise account can conduct lucky draws every month, and this part can really help the enterprise account quickly increase the number of fans. But we need to clarify what the purpose is, is it for good-looking data, or to really attract target users? Although every user who participates in the lottery will pay attention to the Xiaohongshu enterprise account, there are also pros and cons.
Advantages of lottery activities: 1. It can quickly increase the number of fans; 2. It can also attract users who actively participate in product evaluations.
Disadvantages of lottery activities: 1. The stickiness of fans is low.
Suggestions: 1. If you want to conduct a lottery, you can choose to release it on Friday or the day before the holiday, which can attract more attention. 2. When designing the cover image of the lottery, you can refer to the lottery pattern of the large enterprise account.
7. Final summary
Through the comparative analysis of the above six aspects, we can provide a concise report, so that the boss can clearly understand the gap with competitors. It is very important to be aware of the existence of the gap. Next, we need to put forward constructive opinions, study competitors, and lay the foundation for our initial Xiaohongshu enterprise account operation. Finding problems, solving problems, and summarizing problems is an ongoing process.