A month after resumption, Xiao Hongshu held a creators’ meeting. At the conference site, Xiaohongshu first brightened his muscles and announced a series of operating figures: monthly live to 100 million, and monthly video notes increased by 265%. He also announced a series of creator support measures, including online creator platforms, online and offline open courses, good product recommendation platforms, brand cooperation platforms, e-commerce live broadcast platforms, etc., saying that in the next year, 100,000 creator fans will be over 10,000,1 10,000 creators earn over 10,000 monthly.
This creator conference, like a systematic review of Xiaohongshu’s various actions over the past year, also released the next development signal to the industry.
Carding
The series of support measures announced today by Xiaohongshu can be summarized in two aspects, on the one hand, helping creators to create, and on the other hand, helping creators realize cash. There are four things to note:
Brand cooperation platform. According to Jess, the person in charge of Xiaohongshu Creation Number, the brand cooperation platform is a connection platform between creators and brands. Brands can select creators online to advertise, and creators can quote and receive orders on the whole. The transaction process is open and transparent.
As early as the end of last year, Xiaohongshu began similar attempts, and the MCN storm in May originated from this. At that time, Xiaohongshu launched a “brand partner”. Creators certified as brand partners can take orders on the cooperation platform. In addition, notes with advertising nature will be hidden by the algorithm. It is just that the threshold for “brand cooperators” is too high, and requirements for fans and exposure have caused some creators to be dissatisfied.
At today ’s conference, Xiaohongshu no longer mentioned the concept of “brand collaborators”, and the barriers for creators to enter the platform were lowered. Jess said that the brand cooperation platform supports independent creators and also supports MCN creators. Casting also supports agents to place orders.
Recommended Good Things Platform: Previously, Xiaohongshu’s notes could not have a product link. Next, a product card could be added to the note, and the creator participated in the sales share.
E-commerce live broadcast: Xiaohongshu will launch online e-commerce live broadcast. From the perspective of live PPT, e-commerce live broadcast can demonstrate products, set up live broadcast shelves and live product display pages.
In addition, Xiaohongshu will be launched on the Creator Platform in January, to collect statistics on fan portraits, growth trends, etc., to quickly manage reviews and private messages, and to launch a paid note promotion tool “fries” “(Similar to DOU +,Pay to push content to a wider audience).
“What’s different from other platforms is that for some video creators, we will tell you which node your fans see, and he turns off the video, so that the creator can optimize the content,” said Jess.
Signal
Today, the conference released the next two development signals of Xiaohongshu.
One is that the content is tilted towards short videos. At the event site, Xiaohongshu spent a long time to explain the value of short video content. According to the data released by Xiaohongshu, compared with short video notes and graphic notes, the interaction amount of a short video note is graphic 1.2 times of notes, the amount of rose powder is 2.3 times of graphic notes, and the exposure is 2.4 times of graphics.
During the media interview, some media asked Conan, the head of the Xiaohongshu community, whether he would tilt traffic to short videos. Conan did not answer directly, but emphasized that Xiaohongshu is different from other short videos in that it will provide more Convenient short video production tool.
The other is the accelerated pace of commercialization.
At present, Xiaohongshu’s main source of income comes from advertising, including information flow advertising, content interaction (interactive topics, popular search, etc.), and part of it comes from self-operated e-commerce.
Whether it is a brand cooperation platform or recommending good things or live broadcast, it will give a new form of income-commission preparation conditions, refer to Douyin, fast hand, etc., you can see advertising commission, merchandise sales commission, live commission.
“Some people think that Xiaohongshu and the blogger were divided before, but in fact there isn’t, (the draw) is still in the planning and has not been determined at this time.” Conan said.
How to balance?
As commercialization accelerates, how to find a balance between content quality and commercialization is a real problem facing Xiaohongshu. This determines whether Xiaohongshu can retain users and continue to grow.
All content communities face this issue, and no one can answer it at this time.
In response, Conan said, “User experience, ecological construction, and commercial realization are a dynamicState balance, this is not a simple matter. Our ranking is that user experience and ecological construction are first, and business is now after. For example, the “fries” product, if it was commercialized before, it would be a bid-ranked product, but we insist that it is an ecological construction product, the effect is different for different product setting goals. “