Cracking the Code: Understanding Sensitive Keywords on Little Red Book for Effective Marketing Strategies
In recent years, Little Red Book, also known as Xiaohongshu, has become one of the most popular social media platforms in China. With over 300 million registered users, it has become a go-to platform for many brands and businesses to promote their products and services to a Chinese audience. However, effective marketing on Little Red Book requires an understanding of its sensitive keywords, which can make or break a marketing campaign.
What are Sensitive Keywords on Little Red Book?
Sensitive keywords refer to specific words, phrases, or even images that are restricted on Little Red Book. These restrictions are in place to comply with the Chinese government's regulations on brand and promotional content to minimize misleading marketing. This is especially true for medicinal or medical aesthetics products and services, where brands and/or the content creators they collaborate with were caught making fictitious or exaggerated claims about the product to push sales. Sensitive keywords may vary from time to time, and it's important to keep up with the latest regulations to avoid violating the platform's rules.
Why are Sensitive Keywords Important for Marketing on Little Red Book?
Marketing on Little Red Book involves creating engaging content that resonates with your target audience. However, if your content contains sensitive keywords, it can be flagged and removed by the platform's administrators, resulting in a significant setback for your marketing campaign. When the post for your brand’s account or your content collaborators are flagged, it results in less than 100 views for your post. Moreover, violating the platform's rules can lead to account suspension, and in some cases your account becomes unsearchable on the platform, further hurting your brand's reputation.
Tips for Navigating Sensitive Keywords on Little Red Book
Keep Up with the Latest Regulations
As mentioned earlier, sensitive keywords on Little Red Book can change frequently, so it's important to stay up-to-date with the latest regulations. This can be done by regularly checking the platform's guidelines and regulations, as well as monitoring other brands' and influencers' content to see what keywords they use.
Use Synonyms and Alternatives
If you're unsure whether a particular keyword is sensitive, consider using synonyms or alternative phrases. For example, instead of using the word "protest," you can use "demonstration" or "rally" to convey a similar message without using a sensitive keyword. For select beauty brands, the word ‘derma filler’ could be replaced by a needle emoji to circumvent sensitive keywords.
Do not include any contact information in your posts to avoid flagging.
Don't Use Explicit Images or Language
Explicit images or language can also be flagged as sensitive on Little Red Book. For example, if you include the contact information or QR code in your graphics, the algorithm will flag your post and push it to fewer users on the platform. Avoid using them in your content to ensure that it doesn't get removed. This is because Little Red Book does not encourage users to leave the platform to open an external website. So marketing efforts to drive users off the app aren’t favoured by the algorithm.
Partner with Experienced Influencers
Partnering with influencers who are familiar with Little Red Book's regulations and restrictions can also help you navigate sensitive keywords. They can provide insights on what keywords to use and what to avoid, helping you create effective content that resonates with your target audience.
Examples of Sensitive Keywords on Little Red Book
Any type of sales-pushing words such as “Recommend” or “Last Call”.
Medical terminology promoting the medical benefits of any service or product without science-backed research will be flagged by the Little Red Book algorithm.
Using superlative words in your copy on Little Red Book will alert the algorithm to flag your content. The platform promotes users to share authentic experiences rather than businesses trying to sell their products.
Avoid using superlative or absolute terms. Stating that your product is the best or the most sought-after will trigger the algorithm to flag your post. It’s best to remove such terminology from your content unless you have data to back it up. For example, instead of saying, your app was the most downloaded app last month, you can say your app had 1,251,098 downloads versus the next app, which had 1,100,234 downloads in March.
If you are making a product claim, make sure you have science or research to back it up. You cannot say something like “You will see whiter skin in two weeks”. This is because results vary by individual and skin type, so making such claims will again get your content flagged.
It's important to note that this is not an exhaustive list and that the list of sensitive keywords may vary depending on the industry regulations and the ever-evolving advertising policies in China. It's always best to stay up-to-date with the latest guidelines and regulations to avoid violating the platform's rules.