Recently you may have heard—some agents are quietly engaging in sports betting "lead generation" on Xiaohongshu, managing to attract quite a few "consultations" with just a few posts, and even claiming to be able to pull in a lot of player customers with this tactic.
Sounds miraculous? But actually, this logic is not complicated.
🔴Why target Xiaohongshu?
Xiaohongshu is now the "national grass-planting machine" in China. As long as the content is natural and somewhat informative, it can be pushed to the homepage by the algorithm. Moreover, the platform's support for "ordinary users" is very strong, and new accounts can also gain traction.
For those looking to engage in private domain traffic or lead generation business, this is very attractive—➡️low registration threshold, easy content replication, and low cost.
A mobile number can register a new account in a few minutes, post notes without real-name verification, and test content directions with different personas.
Simply mass register dozens of accounts, copy and rewrite notes, mix and match text and videos, and rely on quantity for traffic.
This method is indeed "replicable" and the operation is simple.
🟢The logic of lead generation: first set up a persona, then lay out the content
Domestic platforms generally don't start with words like "place an order" or "gambling".
The usual tactic is to first create a persona of an "interest player", such as a "sports enthusiast" or "event recommendation officer", and then publish some seemingly ordinary notes that contain key words.
For example:
The title might be: "Yesterday's game was so thrilling!" or "Recently addicted to predicting scores... the results were too surprising 😂"—These contents can both ride on trending topics and easily trigger interest searches.
Once someone comments, you can chat via private message, further "guiding" them—and this enters the so-called "conversion phase".
This is Xiaohongshu's "private messaging mechanism": ➡️You can chat without following, which is why lead generators value Xiaohongshu.
On Xiaohongshu, as long as the account allows "messages from strangers", others can send messages directly.
This is different from WeChat or TikTok—many platforms require mutual following for messaging, but Xiaohongshu is relatively open.
So for lead generators, even if users just casually like or comment, they can immediately send a message, engaging in "precision marketing".
Once the chat starts, it can lead to external platforms.
⚠️However, although Xiaohongshu has high traffic, it has a fatal problem: the platform's users are mainly female, and the content is biased towards lifestyle and consumption.
Data shows that over 70% of Xiaohongshu's users are female. So the accuracy of content like sports and entertainment is actually quite low.
That is to say—even if a note explodes with over a hundred thousand views, the number of people genuinely interested in sports topics and willing to engage further might be less than 1%.
This requires a greater workload to filter, testing the ability to generate leads and engage in detailed conversations.
Xiaohongshu can generate traffic, but not "long-term stable precise traffic".
It's more like a niche "short-term arbitrage" model—easy registration, convenient replication, quick to gain traction.
To last long, you need to spend time entering the users' "minds".
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