Little Red Book Content Red Flags for Real Estate Businesses and How to Avoid Them (Part 1)
If you are in the real estate industry and want to promote your content on Little Red Book, how can you create content that works within the community guidelines so it doesn't get flagged? One of the key things that gets a lot of users in trouble when posting on Chinese social media is using superlative words that the platform considers misleading.
DO NOT USER SUPERLATIVE WORDS OR MAKE VAGUE CLAIMS
For example, if we take a look at the screenshot below. We have replaced the character '最' (which means the most/top) in Chinese with the letter 'z' or the spelling 'zui' so that the post copy writeup does not trigger the algorithm to flag the post. It is safest to share numbers that can be proven instead of vague claims, like being the best or providing the most value.
For example, you can mention that your building has 50 storeys or that the balcony size is 350 sq ft. On the other hand, if you claimed in your post or in the text overlay in your photo or video that your balcony offers 'the best views', then this claim is not a proven fact, and you are at a high risk of getting your content flagged by the platform.
DO NOT ADD CONTACT INFORMATION OR WEBSITE URLS
In the post screenshot below, you can see that we have used an emoji to indicate the call-to-action for users to DM our client's account on Little Red Book, instead of writing the characters 'please contact us' in Chinese. Do not type your website URL in the post copy or on your visual media because this will also get your post flagged.
Little Red Book wants users to stay on the app rather than for them to leave to an external website, so any contact information, such as a phone number or email address, should not be included.
DO NOT INCLUDE PRICING
If a post is categorized by the algorithm as being promotional, for example, offers such as:
Buy now and get a $10,000 discount
The next five homes get a $25,000 decorating allowance
Homes from the low $600s
This type of wording is likely to be flagged by the platform, so avoid using this wording in your post copy. One way is to use emojis to avoid getting flagged.
WHAT HAPPENS IF YOUR POST IS FLAGGED?
Your post performance will be impacted. When you see a post get less than 100 views, then your post is likely flagged and not being delivered to your followers or shared on the Explore page.
Your subsequent posts will also be impacted because the content flag could impact your account overall.
You could receive a warning message from the platform.
Your content stops showing up with the associated Search keywords. For example, if someone tries to search for 'Vancouver real estate', even if your post talks about this topic and has these keywords, it will not be shown as a search result.
Your account gets frozen/deleted by the platform.
This is why it's important to know the ins and outs of what you can and cannot say on Chinese social media. In addition to these tips we mentioned above, there are numerous other things to watch out for. Stay tuned as we will be sharing more examples of how you can promote your real estate project on Little Red Book if you are located in an overseas market (outside of Mainland China).