No platform can grow wild forever, and a short trip is not necessarily a good thing.
Editor’s note: This article is from WeChat public account “New List” (ID: newrankcn), the author buried Zhang Jie.
After 77 days of the next frame, last night, the Little Red Book App officially resumed.
As soon as the news came out, it quickly exploded in the new media circle. A small red book cooperating with MCN’s business brokers sent a circle of friends for the first time, saying that Xi Dapu Ben, “friends circled the party”, and a colleague is more concise and brief – “double eleven”. 
Looking back at this time, although the download is not normal, the business of bloggers, MCNs and advertisers of Xiaohongshu has been fluctuating, but they are still in progress.
In the market, there are even small red book App download tutorials and sub-businesses. There are also several small red book apps named “Little Red Book Selection” and “Little Red Mall”, which are used in major app stores. Top ten on the App Store free list.
Going back to what most people care about most now –
What happened to agencies, bloggers and advertisers who have worked closely with Xiaohongshu for more than two months?
How will the platform’s review mechanism change? Will the business’s small red book budget change? How will the MCN organization adjust the planning and management of bloggers?
With these questions, we found some small red book bloggers, MCN institutions and advertisers, so let them hear what they say.
Little Red Book Blogger: “Official review is significantly more restrictive, and fitness bloggers are more affected”
Little Red Book official cooperation MCN 仟人仟 operation Haiping said that during this time, they clearly felt that the official control of the content is more strict.
“There are fans who can’t see the notes in the collection. We suspect that this may be the platform for a full content review. Not only the newly uploaded notes, but even the re-review of previously published content.”
A small red book food blogger mentioned that she will now review the ban on advertising law before posting. She thinks that the notes review time is too long, probably because of the contraband in the notes, which was detected by the system.
It is understood that depending on the content, the platform review time is not the same. Among them, fitness bloggers are more affected. “After consulting the official, we got the saying that we should try not to give close-ups”.
In addition, there are also small red book bloggers who said that “the flow of notes during the down period is unstable”, some bloggers began to reduce the frequency of updates, and others considered developing other platforms.
In terms of brand budget during the rectification period, the feedback from bloggers is also generally reduced.
Beauty bloggers use “scarred” to describe her recent situation. “There was basically no business list in the first few months. It may be that the company is not giving force. It is only slightly better near the double eleven.”
However, some bloggers have broken through the bottleneck during this time and have grown against the trend.
Small red book blogger @啵唧大爷 currently has a fan number of 298,000. The content released before is mostly lipstick color test, makeup tutorial, etc. Until the end of August, she shared a few articles about the cute little The makeup notes are on fire, and the number of praises has risen from a few hundred to a few thousand or even tens of thousands.
According to the introduction, the account has increased by 250,000 from the end of August to the beginning of October, and the number of praises and collections has increased by 70. 10,000. “The red book is not necessarily a good thing, the community is more and more standardized, and I will continue to do content and share what I like and use.”
MCN agency: “The original ad is in short supply, now only 3-4 orders per month”
“The most obvious is that the brand’s budget is reduced, or even halved.” A few days ago, several people from different MCN institutions said that the impact of the small red book on the MCN institutions relying on platform advertising revenue It is not small.
A MCN agency business said that due to the wait-and-see attitude of many small and medium-sized brands during the rectification period and the increase in the threshold of brand partners, the overall market price of KOL has risen, resulting in advertisers not having enough budget to deliver. Big brands are also compressing the budget for small red book notes.”
There is also a small red book partner MCN sales manager mentioned: “The original KOL advertising cooperation period is in short supply, now only 3-4 orders a month.“
In the face of the platform, the anxiety of institutions and bloggers is obvious. In this process, there are quite a few commercial reasons, considering multi-line development, expanding other platforms to make alternatives, and some organizations doing the opposite, considering expanding the number of contracted bloggers.
Zhao Renyuan, the founder of Juwei Media, believes that although the reduction in customer placement during the rectification period has caused the decline in fan activity, he still has a positive attitude. On the one hand, he said that he wants to “run the legs”. To avoid risks from a commercial perspective, on the other hand, we believe that we must persist in deep farming.
“It can be rushed out in such a platform, and it has a relationship with all aspects of consumption upgrade, and the fan stickiness and market recognition of KOL on the platform is as always. From the perspective of consumption upgrade This is definitely a platform worthy of long-term cultivation.”
Advertiser:“Little Red Book is still the core platform, as long as it is alive, there is market value”
After the red book was put on the shelves, we also found a well-known brand party. The other party thinks that the brand has no obvious changes to the distribution of Xiaohongshu.
“No matter what the red book is not off the shelf, the current main levelTaiwan is still a double micro + small red book, so at least half a year, the small red book is still the core platform. But I don’t know what will happen next. Capital game, mainly it is still alive, there is traffic, then there is market value.
In addition, some people in the industry mentioned that “actually, the budget of the brand in Xiaohongshu will be adjusted according to the strength of competing products on the same platform.”
Platform: “The review team has expanded two or three batches, which is a good one”
Small red book itself has not stopped the pace of change.
According to Phoenix Science and Technology News, there are some insiders of Xiaohongshu recently saying that compared with the situation that the notes sent by users before the shelves are not all reviewed, now the “audit team has expanded two or three batches, now each one The notes posted by the user will enter the review process, first machine review, then manual review.
“The biggest part of the team is that you must tighten your nerves at any time. It’s a good place to put one.” The insider said, “Sometimes I will seal a few numbers a day.”
As a well-known “grass community” with a total registered number of users of 300 million, Xiaohongshu should be more cautious.
And from a longer-term perspective, a short break is not necessarily a good thing.
As some peers have said, no Internet platform can ever be “savagely growing”. This rectification in Xiaohongshu is like completing a big test.