Spotlight Strategy
Spotlight Platform is RedNote's official advertising platform, similar to TikTok's Ocean Engine and Taobao's Direct Traffic tools. It uses precise traffic distribution to deliver content to more specific audiences.
Comparison: Spotlight vs. Promotion
| Feature | Spotlight | Promotion |
|---|---|---|
| Eligible Accounts | Professional accounts only | All accounts |
| Minimum Investment | Starts from tens of thousands | Minimum 750 points (≈$15) |
| Access Point | Spotlight web platform | RedNote mobile app |
| Billing Method | Cost per click (bidding) | Cost per impression |
| Ad Label | Shows "Sponsored"/"Ad" label | No label |
| Marketing Features | Landing pages, DMs, Search | None |
| Audience Targeting | More precise segmentation | Broader range |
Spotlight Advantages
Spotlight is better suited for enterprise promotional operations. For businesses with mature conversion funnels, Spotlight enables direct and rapid traffic aggregation and conversion through RedNote. It offers higher targeting precision and flexible advertising strategies for better audience reach.
Additionally, Spotlight accounts have certain exemptions for sensitive operations like WeChat contact sharing through direct messages.
Important Guidelines
Preparation Requirements
- Upgrade to a professional account
- Provide relevant industry qualifications (for special industries)
- Prepare sufficient budget for the high minimum investment
Bidding and Ranking
- Sponsored posts appear in prominent positions on search and discovery pages
- Ranking determined by estimated click-through rate and bid amount
- Recommended to start with industry average bid, then adjust based on performance
Performance Assessment
- Click-through rate is a key metric: below 5 is poor, 5-10 is acceptable, above 10 is excellent
- Successful cover and title styles can be reused in future posts
Audience Targeting
- Rich targeting options including industry search interests, reading preferences, fashion style preferences
- Advertisers can use existing private domain data for precise targeting
Content Review
Spotlight content must comply with RedNote's advertising guidelines to ensure compliance.