If you want to get traffic through the operation of the Xiaohongshu platform, you need to know the rules of the Xiaohongshu platform and understand the method of creating popular content
If you have carefully understood it, it should not be difficult to find that Xiaohongshu's popular notes also have "routines", so you must not blindly post when operating a Xiaohongshu account;On the Xiaohongshu platform, users share and record the bits and pieces of life through short ** and other notes. The merchant mainly obtains the grass product through the notes in different forms of ** and text, and then generates sales conversion.
As a content platform, Xiaohongshu will naturally tilt traffic towards high-quality content. What is quality content?In general, there are two criteria:
The first is to have enough value for the user;
The second is that users are willing to accept such content.
High-quality content is the premise of popular notes. First of all, you must first understand the 3 points of "what the channel is like, who the target group is, and what content to do", if you don't think about these 3 basic points well, the effect of taking notes will be greatly reduced, and even the direction will be wrong!
Channels: 80% of Xiaohongshu's active users are women, mainly in first- and second-tier cities, and 70% are post-90s white-collar workers, civil servants, and students. In addition, for such a user group, Xiaohongshu's official positioning is to provide young girls who love beauty with relevant guides on fashion, skin care, and lifestyle, hot news and experience sharing.
At present, the content of Xiaohongshu covers 18 hot topics such as fashion, skin care and makeup, sports and fitness, food, travel, celebrities, etc., all of which are closely related to the lives of young girls. Target group: young girls in first- and second-tier cities, young girls born in the 90s who love beauty, and pursue a healthy and high-quality lifestyle.
Note content: To take notes in Xiaohongshu, there are roughly 3 types of content topics.
1) Focusing on the official topic, carry out topic keyword fission and extension, and integrate it with its own content, such as fitness content, which can extend the sorting of fitness dry goods, practical inventory, methods and tricks, own experience, fast shortcuts, health expert advice, popularization of professional women's health knowledge, fitness product experience sharing, etc.
2) Private label content, integrated with topics such as product features, brand dynamics, festival activities, brand values, product efficacy, how to use, tips, special usage, user guide, user experience, etc.
3) Hot content related to all categories of hot news, as well as relevant content planning in combination with hot spots.
So after knowing what the channel is like, who the target group is, and what content to do, how to make more notes**, more clicks, and more conversions?
Today, let's share a few experiences with popular notes:
1. Choosing a good topic is the first step in creating a popular note. For corporate brands, since the category is relatively fixed, the faster way is to search for popular keywords related to the product and create content around the keywords. For example, if you make an electric toothbrush, then search for "electric toothbrush" in the search box and create content around this keyword. It should be noted that if the brand is relatively small, it is best not to choose broad keywords, but to be as accurate as possible, so as to avoid competition with big brands and accurately recommend products to target users. In addition, there is a small trick, read more popular articles of others, analyze their topics, and then choose to rewrite a class of content according to the popular style, and the probability of explosion is greater;
2. The title Many people think that on the Xiaohongshu platform, the cover occupies such a big place, and many people can't see the title, so it doesn't matter, of course this idea is wrong!Titles are a crucial step in any content platform, and Xiaohongshu is no exception, which is the key to popular notes. Although the place of the title is really not large, if others do it better than you, then you will lose your competitiveness, and you will not necessarily explode if you do it, but if you don't do it, it will greatly reduce the probability of a hit;Label yourself with a specific tag and capture the psychology of your target users, and you're one step closer to successHere are 4 mainstream methods: arousing curiosity (setting up suspense), specific number method, user pain point method, rubbing hot spot method, etc., will not be repeated here, and the operation staff of the company's Xiaohongshu need to read more popular notes and draw inspiration.
Third, since the content of the notes of the text enterprise Xiaohongshu is to be valuable to users, it needs to have real dry goods, and it can't be marketing throughout, but it has to be implanted into the product, so what should I do?We can break down the writing of the text into 3 steps:
1.Analyze the product, and determine the corresponding title and keywords according to the function of the product and the applicable audience.
2.Shape the characters and corresponding scenes to make the content have a breath of life and be more realistic.
3.Create notes around the content framework of "personal experience + experience sharing + product placement", and it is best to add some professional content, so that the whole note has content increment and makes people feel valuable. It's just a framework for writing, a reference, and it doesn't have to be.
Fourth, the cover design in the Xiaohongshu platform occupies a very large proportion, it can be said that the first thing users see is the cover information, and whether a note can become a hit, 30% depends on the design of the cover.
Generally speaking, the covers of popular notes have these characteristics: high-definition and exquisite, prominent themes, and eye-catching. Through the cover design research of 1000+ popular articles, generally speaking, popular notes will be commonly used in the following forms: key information on the cover, visual display in the form of comparison charts, and display product information in the form of four-square grid (nine-square grid).
5. Keyword LayoutXiaohongshu note recommendation follows two logics: content tag matching, social relationship chain recommendationThe so-called content tag matching, which means that the notes are tagged according to the article title and content keywords, and recommended to users who are interested in it.
Therefore, setting keywords in the title and content is conducive to system crawling and SEO search rankings. The study found that when setting keywords, explosive articles usually follow the following three original tests:
1. The longer the keyword, the less traffic, and the shorter the phrase, the competition is fierce.
2、The principle of stacking ineffectivenessMany people have no brains to add when they see that they want to set keywords,Nothing in the content of the feature film is all keywords,This is called keyword stacking,In SEO, this is a cheating method,Not only useless but will be punished,Resulting in current limitation,Not recommended or even reviewed but not the situation;Under normal circumstances, the title has 1-2 keywords, and the keyword should appear every two or three paragraphs in the text
3. The principle of preferably containing keywords is that the selection of topics at the end of the article is particular, and the higher the degree of matching, the easier it is to be recommended. Therefore, in the column of participating topics, search for keywords, and many topics containing keywords will appear, and you can choose the one that matches the article the most.
6. The function of tags is to annotate the content of the article, which is generally divided into 5 types:
Custom labels:
Brand Tag: Product Tag:
Place tags: Film and TV tags.
To be honest, because there are a variety of tags in many explosive articles, it is difficult to say which specific type of tags are helpful for note ranking, and you can only measure whether "whether there are tags" has an impact on note ranking
7. Release timeAccording to Xiaohongshu's big data, the active time period of users is generally at 4:00 p.m. to 6:00 p.m., 8:00 p.m. to 11:00 p.m., and it is a good choice to push content during the peak period of user activity. However, the target users of different brands may be active on the platform for different times, so you can choose 2 or 3 time periods for data testing, and according to the test results, choose a time period with a high degree of activity to publish notes.