How can Web3 projects run overall campaigns on Xiaohongshu?
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How can Web3 projects run overall campaigns on Xiaohongshu?
Simply focusing on top-tier influencers does not necessarily yield better results; instead, widely distribute campaigns among mid-tier and niche KOLs below that level.
Navigating Web3 tides with focused insightsAuthor: Crypto Mengmeng
Why are people turning to Xiaohongshu to find new incremental markets?
Existing users vs. incremental users in the Web3 market
Existing users: Web3 projects target users by placing promotions on X via KOLs in relevant sectors, collaborating with exchanges for traffic-driving campaigns, or tapping into user pools on task platforms like Kaito, Galxe, or TaskOn.
This approach seems logical but has three critical flaws:
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All are within-circle traffic, making it hard to acquire incremental users;
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Fierce competition among projects drives up advertising costs;
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Limited user attention results in low conversion rates (few buyers)
As a Web2 traffic platform, Xiaohongshu can bring incremental users to Web3, enabling the industry to break out of its bubble. The recent "crypto-stock" concept leverages the overlap between crypto and stock trading audiences to identify new user groups for Web3. Similarly, OKX’s collaboration with top-tier financial influencer "Xiaolin Shuo" succeeded due to shared interests between crypto traders and finance enthusiasts, achieving cross-circle exposure and traffic acquisition.
Xiaohongshu Promotion Framework (Matrix Account Promotion / Influencer Promotion / Ad Campaigns)
Public traffic promotion matrix:
Influencer Matrix
ROI-driven (set unique tracking links per channel and review performance post-campaign)
Matrix Account Promotion
Create mass-user-oriented content (text posts / video content)
Ad Campaigns
Ads managed by advertising agencies
Open an official Xiaohongshu brand account to manage the campaign independently
1. Influencer Matrix
How to promote (strategies applicable to Web3 and platforms like Xiaohongshu):
Early stage: Partner with top-tier influencers/KOLs to publish research and strategy posts about the project to gain significant attention.
Middle stage: Mid-tier and mid-to-low-tier influencers/KOLs share results from project incentives and their outlooks on the project's token. Select specific KOLs or influential voices as key nodes for dissemination. Coordinate with market makers to boost the token price.
Late stage: A large number of long-tail micro-influencers/KOLs discuss and share content about the project to sustain discussion热度. (Note: This step can be skipped for meme coins that rely on one-time viral momentum.)
2. Who to target (focus on Xiaohongshu)
First, define the target user profile.
Project teams should identify overlaps between Web3 user characteristics and other user segments in Web2 to discover new incremental audiences. Recommended categories: finance and stock trading market influencers.
Second, classify accounts by follower count:
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Recognized KOLs (verified accounts)
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Top-tier influencers (followers > 500K)
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Mid-tier influencers (50K < followers < 500K)
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Entry-level influencers (5K < followers < 50K)
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Ordinary users (300 < followers < 5K)
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Casual users (less than 300 followers)
Figure 1: Follower tier classification
Pursuing only top-tier influencers does not guarantee optimal results. It's more effective to widely distribute campaigns among mid-tier and niche KOLs. The recommended top-down distribution ratio is: 1:3:50:100:150. For "casual users," content spreads mostly through organic user sharing.
In the early phase, adopt a broad outreach strategy, set dedicated tracking links for each channel, review campaign performance afterward, identify high-performing KOLs/influencers, then conduct repeated promotions to reach users multiple times through these channels.
2. Matrix Account Promotion
Why use matrix account promotion?
Beyond rapidly increasing user numbers, conversion and retention are equally important. The advantage of matrix accounts lies not only in full control over posting volume and content—enabling rapid exposure and topic amplification—but also in effectively establishing a customer service team on Xiaohongshu that guides users into private domains for conversion.
It's well known that the Web3 space has certain industry and operational barriers. The transition from Web2 to Web3 faces friction points, such as needing to bypass internet restrictions and use wallets. Simply running ads and gaining exposure in Web2 without guiding users through operations won't lead to strong conversions.
How to execute matrix account promotion?
1. Create multiple Xiaohongshu accounts
2. Generate massive amounts of content (I’ll cover how to create user-appealing content and execution methods in a separate post)
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Image-text posts: Create creative图文content
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Video content: Video production should reflect the project’s tone. Develop scripts based on the project’s positioning and brand identity, then shoot accordingly. (Shooting requires real actors and scene setups, which is complex, costly, and labor-intensive. Alternatively, use AI tools to generate videos after scriptwriting.)
3. Ad Campaigns
During influencer and matrix account promotions, we should use official brand ad accounts to re-promote high-quality content, enhancing secondary distribution and enabling multiple touchpoints with users.
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Use advertising agencies to run campaigns
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Contact Xiaohongshu officially to open a brand account and manage the campaign independently (Reach out to me if you need help connecting with Xiaohongshu’s official team to set up a brand ad account)
Summary:
1. Influencer/KOL promotion: Aimed at building project awareness and purchase intent. When selecting influencers/KOLs, adopt a classic pyramid structure, using a few top-tier KOLs to initiate momentum, while most volume comes from mid-tier and entry-level KOLs. In the early phase, use broad outreach to test performance, identify high-performing influencers/KOLs, then intensify repeated promotions to these accounts later. In practice, KOL promotion is not a direct sales conversion tool, but rather a method to build awareness and desire, ultimately guiding users to private domains for conversion.
2. Matrix account promotion and private domain traffic management: Aimed at improving user conversion and retention. First gain exposure through image-text or video posts on Xiaohongshu, continuously attract users with high-quality content, guide them to send private messages, build Xiaohongshu communities, and eventually funnel users into private domains for conversion.
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