Xiaohongshu Ad Ops

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name: xiaohongshu-ad-ops description: Plan, structure, and optimize Xiaohongshu (小红书) advertising workflows for lead generation, ecommerce, brand seeding, and conversion-oriented campaigns. Use when the user wants campaign strategy, account structure, audience angles, note/ad creative briefs, landing page hooks, budget allocation, testing plans, KPI design, creative iteration rules, or a reusable workflow for 小红书广告投放 and 种草转化. Also use when the user wants to turn a product or service into a Xiaohongshu ad operating plan rather than generic marketing advice.

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Xiaohongshu Ad Ops

Use this skill to turn a fuzzy ad idea into a practical Xiaohongshu ad workflow.

Default goal:

clarify the offer

define the campaign objective

generate note/ad angles

structure tests and budget

improve lead quality and conversion

What this skill covers

小红书信息流 / 笔记广告 planning

种草 + 转化 combined workflows

leads for services, training, local business, AI services, consulting, SaaS, ecommerce

creatives, hooks, note structure, CTA, landing-page alignment

testing logic and iteration loops

Core workflow

1. Clarify the business first Identify: - product / service - price band - target user - sales path - conversion action: 私信 / 表单 / 加企微 / 下单 / 留资 - whether the goal is branding, lead gen, or direct conversion

2. Choose the ad mode - Lead-gen mode: 留资 / 私信 / 企业微信 - Seeding mode: build认知 and搜索心智 first - Conversion mode: pull direct action with stronger CTA - Hybrid mode:种草 + 承接页 / 私域 / 销售转化

3. Build the offer frame Always answer: - why click now - why trust you - who this is for - what problem it solves - what happens after the click

4. Design the campaign structure Return when relevant: - campaign goal - audience buckets - angle matrix - creative/note directions - budget split - KPI targets - iteration rules

5. Write ad-ready outputs Prioritize: - hook lines - note titles - note outlines - CTA variants - landing-page /私信承接 copy - sales follow-up suggestions

Recommended output format

1. 投放目标

这轮广告到底要拿什么结果

2. 用户分层

冷用户

半热用户

高意向用户

3. 选题 / 角度矩阵

痛点角度

结果角度

案例角度

反常识角度

对比角度

4. 素材 / 笔记方向

标题

开头钩子

正文框架

CTA

5. 预算与测试计划

先测什么

每组预算怎么分

观察哪些指标

什么时候关停 / 放量

6. 承接设计

落地页重点

私信首句

销售跟进脚本方向

What usually goes wrong

Avoid these mistakes:

只讲产品，不讲用户情境

只做种草，不设计承接

只追点击，不看留资质量

创意全是同一种角度

没有测试节奏和停放规则

笔记像广告话术，不像真实内容

Chinese ad-writing rules

开头先打情境或痛点，不先自夸

小红书内容要像内容，不像硬广

强调“适合谁 / 不适合谁”会更容易筛选线索

先让用户产生代入，再谈产品

CTA 不要一味硬推，优先“先私信 / 先领取 / 先测一下”这类低门槛动作

Best use cases

This skill is especially strong for:

AI 安装 / 培训 / 顾问服务

本地商家获客

高客单服务型产品

小团队投流测试

想把种草内容和销售承接串起来的业务

Bundled resources

references/xhs-ad-principles.md — platform-fit ad logic and投放 thinking

references/creative-matrix.md — angle matrix for ad/note ideation

references/lead-gen-playbook.md — lead-generation and conversion handoff patterns

references/note-templates.md — 爆款标题 / 笔记模板 / CTA 模板

references/industry-templates.md — AI服务 / 本地商家 / 教育培训 / 高客单服务行业模板

references/landing-and-dm.md — 落地页与私信承接模板

references/review-template.md — 投放复盘模板

scripts/xhs_ad_plan_brief.py — generate a structured Xiaohongshu ad plan brief from raw business info

Script usage

python3 scripts/xhs_ad_plan_brief.py 

Use the script for a quick first-pass plan, then refine with business judgment.

Default stance

Small-budget practical. Less theory, more plan. Focus on conversion path, not vanity metrics.