Xiaohongshu is currently testing a new feature-"Sharing Real Names". Simply put, it isOne ID card can name up to two Xiaohongshu accounts。
If you want to check whether you are qualified for internal beta, you can first update the Little Red Book App to the latest version, and then enter:
Me → Settings → Account and Security → Real-name Authentication
If "appears at the top of the pageOne certificate can be bound to up to two accounts"A similar reminder means that you have the qualification for internal testing. After completing the information filling and Face Recognition, the "Shared Real Name" entry will appear.
Why do I need multiple small red book numbers?
In the past, Xiaohongshu implemented the real-name rule of "one certificate, one number". Since real name is a necessary condition for publishing content (including comments), a person who wants to operate multiple accounts that can send content requires multiple ID cards.
But whether it is an individual or a team, the actual business often has more than one account.
For individuals, there may be different businesses such as personal IP, advertising cooperation, goods buyers, and stores at the same time. If all of them are concentrated in one account, the content direction will be mixed, and users will not be able to quickly determine account positioning after entering the homepage, which will affect the conversion of attention. At the same time, personal accounts directly undertake commercial operations, which may also affect the natural exposure of non-marketing content.
For the team, multi-account operation is not only to increase the probability of exploding funds, but also because different accounts bear different responsibilities, such as content test numbers, test numbers, main numbers, commercial conversion numbers, diversion numbers, etc. But in the past, these accounts required independent real names, which was costly.
How to solve the problem of multiple real names in the past?
Previously, there were two main methods:
First, borrow the real names of family and friends, or obtain real-name accounts through some informal channels, but the cost is high and there are risks.
Second, Blue V is launched through corporate certification. However, the operating cost of corporate accounts is high, and store accounts and content accounts usually need to be separated, otherwise traffic performance will be affected.
At the same time, Xiaohongshu's real name can only be changed and cannot be directly lifted. If the account violates the rules, even if it is cancelled and re-registered, it may inherit the relevant risks.
Why does Xiaohongshu open the sharing of real names?
I think there are several main reasons.
First, unleash the potential of creators.
At present, more internal beta qualifications are given to old users and creators. Xiaohongshu may hope to encourage existing creators to continue to open new accounts and generate more content.
Second, the platform needs to grow.
Compared with Douyin, Xiaohongshu still has room for growth in user scale and e-commerce GMV. Lowering the real-name threshold will allow more creators and merchants to expand their account layouts and bring more content and transaction increments to the platform.
Third, promote the development of e-commerce.
Many merchants have always wanted to realize that "one account is responsible for traffic and one account is responsible for opening stores." After sharing real names, individuals can split the content IP, buyer number, and store number into operations.
Fourth, it is convenient for platform management.
In the past, an account may simultaneously assume multiple roles such as personal influence, business cooperation, and product sales, which is not conducive to platform identification and management. After the account is split, the business boundaries will be clearer.
Opportunities brought by new policies
The biggest changes are:Account costs have dropped and operating space has expanded.
In the past, people who borrowed real names could only rely on one account to operate; now the same real name can authenticate another account, which is equivalent to an increase in the number of available accounts.
At the same time, clearer business diversion can be carried out:
- Account A is a personal IP and is responsible for increasing fans and outputting content;
- Account B is a shop or buyer and is responsible for commercial transformation;
- Two accounts can also be placed on the same track to form a personal matrix.
For the team, it is also possible to test different directions at a lower cost and increase the probability of finding popular content and business models.
There are still several unknown issues
However, sharing real names has just begun to be tested internally, and there are still some rules that are not clear:
- Will an account violation under one real name affect another account?
- If there is a store account in the same real-name account, will it affect the traffic of other accounts?
- Is there a weight correlation between the two accounts?
These all require follow-up observation.
Overall,"sharing real names" is essentially lowering the threshold for Xiaohongshu's multi-account operation. It may not directly change platform rules, but it will give more space for personal IP, e-commerce, and team matrix operations.
Of course, Xiaohongshu's traffic mechanism has always been quite special, and many speculations ultimately depend on actual operation results. The above analysis is more based on business logic, and everyone can observe it as an industry.
This version is more suitable for publishing as a public account, a small red book long article or an industry analysis post. It has a higher information density and reduces the "sense of explanation".