Little red book Management Basics: How to Efficiently Use "Chips" to Boost Note Traffic

In today's landscape of diminishing organic reach, relying solely on content quality for natural growth is often insufficient for Xiaohongshu account development. "Chips", the official paid promotion tool on Xiaohongshu, not only provides additional traffic for notes but, more importantly, offers detailed analytics. This helps bloggers and brands continuously optimize their Xiaohongshu strategy and achieve precise marketing.

So, how can you use Chips efficiently to drive more traffic to your notes?

Xiaohongshu Management Basics: What are "Chips"?

"Chips" is an official Xiaohongshu promotion tool for non-commercial, platform-compliant notes created within the last 90 days. Users can set promotion goals to increase exposure, interactions, or follower growth, helping your content reach more users faster. This tool supports various promotion durations and offers both custom targeting options and system-recommended placements, ensuring notes are precisely delivered to target audiences for better results.

Based on exposure paths and display methods, Chips are primarily divided into two types:

Creator Chips: Designed for individual creators to boost note exposure, increase followers, likes, comments, and enhance personal influence. Promoted content must strictly adhere to platform rules without commercial marketing messages; otherwise, it will fail review.

Business Chips: Aimed at brands and corporate accounts for commercial marketing purposes, supporting notes containing product promotions or brand publicity. Compared to Creator Chips, Business Chips offer more robust features and simpler operation, often requiring just selecting desired metrics to boost.

Xiaohongshu Management Basics: What Can Chips Do for Your Notes?

Chips play a significant role in Xiaohongshu management, mainly reflected in three aspects:

A Mirror: After launching Chips, advertisers can view real-time metrics like exposure, click-through rate (CTR), and engagement rate, quickly gauging market response to adjust and optimize future content direction.

A Booster: Promotion via Chips generates substantial exposure and interaction, increasing the note's weight within Xiaohongshu's algorithm and earning more organic traffic recommendations.

Wings: Normally, a note's popularity declines about a week after posting. Chips can revitalize these notes, enabling a second wave of dissemination.

Xiaohongshu Management Basics: Which Notes Are Suitable for Chips Promotion?

Arachne Group Limited emphasizes that the goal of using Chips is exposure, not just reads. In other words, promoted notes gain more visibility on the "Discover" page—whether users click depends largely on the topic, cover image, and title.

Therefore, if a note doesn't fit the following three categories, we do not recommend using Chips to avoid wasting the budget:

—  Notes that have performed well organically after publishing.

—  Notes with standout cover images/titles.

—  Notes with high engagement within the past month.

Xiaohongshu Management Basics: How to Efficiently Use Chips for More Traffic?

When planning a Chips campaign, we recommend a 12-hour duration starting between 11:00 AM and 12:00 PM. Xiaohongshu traffic typically follows a parabolic curve, with peak usage occurring from 11:00 AM - 2:00 PM and 7:00 PM - 9:00 PM.

Next, analyze the Chips performance data to identify areas for content improvement. For instance:

If likes, collects, and profile views are similarly high, it indicates the note provides value—suggesting similar topics are worth pursuing.

If likes and collects are decent but comments are scarce, the note may lack emotional resonance, indicating a need to incorporate more discussion prompts ("hooks") in future content.

Finally, leverage third-party analytics platforms to assess audience targeting accuracy and topic suitability, ensuring subsequent Chips campaigns become increasingly precise.

Additionally, the Chips promotion process generally involves four stages:

Observation: Regardless of initial performance, start with the minimum promotion amount for the first wave. Monitor the engagement rate closely in 6-hour intervals. A high engagement rate often signals popular content with potential to reach the next traffic tier.

Small-Scale Testing: After initial testing, use the system's smart recommendation mode and schedule promotions during peak hours (weekday mornings, lunch breaks, evenings, or weekends) to maximize organic reach.

Strike While the Iron is Hot: For top-performing notes, consider increasing the budget and splitting it into multiple concurrent orders to accelerate their journey to viral status.

Recurring Promotion: Set up recurring orders for high-quality content, continuing promotion until metrics decline. Continuously optimize note content based on data feedback to maintain long-term competitiveness.

In summary, effectively using Xiaohongshu Chips is a skilled task requiring continuous learning and practice. Through precise targeting, strategic deployment, and ongoing optimization, you can significantly enhance note exposure and engagement, stand out in a competitive landscape, and create your own viral success stories.