Author |Happy.
Edit |Chen Weixian.
Design |Yan talks about Mengjie.
Since the end of January, foreigners from all over the world have rushed into Xiaohongshu with "listening to persuasion" to seek advice from Chinese netizens on how to "become beautiful". The wind of "listening to persuasion" has blown to the "crooked kernels".
On Xiaohongshu, a user whose IP is displayed as @adair Corning in the United States posted the first "listening and persuasion" note on February 2, and more than 10 days later, it only took 3 ** to get a 210,000 likes and favorites, gained 4,459 fans, and opened the road of "explosive reform" with the deep participation of fans.
The official report shows that Xiaohongshu will have more than 900 million views on topics related to listening to persuasion in 2023, and there are nearly 3 million related notes. "Listen to persuasion" was also selected as one of the three key words in Xiaohongshu's "2023 Life Trend Observation Report".
So, how did it all happen? Why did "listening to persuasion" become popular in Xiaohongshu? What are the new traffic trends behind them?
The operation club will talk about the above issues today.
Do you still remember "the most persuasive man on the whole network" @小艾同学?
In more than a year, he was almost "reborn" under the advice of Xiaohongshu users, and changed from an "insurance business uncle" to a "Korean star handsome guy". At the same time, Xiao Ai also gained love and received a marriage certificate, which solved the distress of "not being able to find a partner" when she first sent notes.
And the influx of foreigners into Xiaohongshu for transformation is also closely related to @小艾同学. In November last year, @candise, a blogger with 1.4 million followers on TikTok, posted a "Xiao Ai's Transformation Story", which received nearly 10 million.
Blogger @candise posted on TikTok "Xiao Ai's Transformation"** source network.
With the attention of more and more foreign netizens, since January 15, Candise has posted several "persuasion" related topics on TikTok**, showing the comparison chart of amateurs before and after the transformation, and also explaining the process of Xiaohongshu users' deep participation in the transformation, with the text "Chinese netizens are helping girls to look and dress better".
Blogger @candise posted on TikTok "Little Red Book Amateur Transformation"**Image source network.
At the same time, Candise also intimately explained the operation method to everyone: first** Xiaohongshu APP, publish ** or full-body photos with the word "listen to persuasion" sign, and use translation software to assist in publishing Chinese needs and viewing suggestions from Chinese netizens.
After receiving enthusiastic suggestions from Xiaohongshu users, many foreign netizens will also choose to return to TikTok to give feedback on the effect, and under this cycle, the wind of "listening to persuasion" has successfully blown to the world. Not only girls, but even boys of all colors came.
Foreigners' listening notes on Xiaohongshu; Source: Screenshot of Xiaohongshu.
According to Xiaohongshu's official report, on average, each note about "listening to persuasion" will receive 43The answers of 9 strangers show that this kind of nurturing and mutual support content is deeply loved by users in Xiaohongshu.
Yan'an apples, which became a new competition Internet celebrity last year, were also heartbroken by Xiaohongshu users, and the Yan'an apples on Xiaohongshu were viewed 2.23 million times, and everyone scrambled to find a way for more than 800,000 fruit farmers, from creative posters to product operations, which greatly improved the popularity of Yan'an apples.
In the past year, tourism persuasion and mutual aid tourism have become the most popular travel methods on Xiaohongshu. According to incomplete statistics, at the end of last year, during the "crazy grabbing" of local cultural and tourism bureaus,From December 2023 to January 2024, Xiaohongshu users put forward a total of 13.18 million suggestions, and more than 40 policies benefiting the people were implemented by local cultural tourism. Only in January, the topic of tourism listening and persuasion received 168.7 billion**.
Xiaohongshu's Yan'an Apple Topic Page for Persuasion; Source: Screenshot of Xiaohongshu.
Behind every note and comment, there are vivid people who are putting forward real ideas, and the spread and diffusion of notes also means that these real people are seen and recognized.
In Xiaohongshu, "listening to persuasion" has become a real traffic password.
You may wonder why people from all over the world who send notes asking for help, and enthusiastic Chinese netizens, gather on Xiaohongshu.
According to the observation of the operating agency, at least the following three factors are included:
First of all, the threshold for creating Xiaohongshu notes is relatively low, and anyone can post notes in the community.
The content of Xiaohongshu is mainly in three forms: **, short**, and live broadcast, and **, as the original and still mainstream content form of Xiaohongshu, has a lower threshold for creation than platforms based on short ** and live broadcasts.
Taking the topic of "listening to persuasion" as an example, the first note posted by Xiaohongshu users is mostly equipped with "listening to persuasion" ** or copywriting, starting from the second note, most of them are "before and after the transformation**", and the unified ** format greatly reduces the difficulty of creation, so that every ordinary person can easily send out the first note.
Another amateur @沙七玛 shared by blogger @candise on TikTok is a representative of the detailed comparison chart of transformation in Xiaohongshu. With its clear timeline, noticeable changes, and strong contrasts, @沙七玛 is very popular on Xiaohongshu, and in less than a year she has gained 410,000 followers, 2410,000 likes and favorites.
Amateur transformation cases on Xiaohongshu ; Source: Screenshot of Xiaohongshu.
Secondly, the Xiaohongshu community has a good atmosphere and a strong willingness to interact with users.
Xiaohongshu is a super community of 69 million content sharers, and the community is characterized by bringing together a group of people with similar interests and characteristics through content. They meet on topics of interest and conclude links through comments and interactions.
In the comment section under the "Persuasion" note, there is usually a "warm" and "practical" atmosphere. Enthusiastic netizens are not only giving advice with their hearts, but also don't forget to encourage everyone in need. Everyone usually gives suggestions in a comfortable tone, and will first affirm the advantages of the help-seeker, and then give suggestions for targeted transformation.
For example, "Sister, you look European and American, you also have a figure", "Your own conditions are very good", "The landlord is awesome" and so on.
Listen to the persuasion" note the "warm" comment area; Source: Screenshot of Xiaohongshu.
Xiaohongshu's head of community content once summed up one of the drivers of Xiaohongshu's growth as "providing information value", that is, "altruism", so that others can get help, and they can also get help. Based on this value proposition, we have been able to cultivate a strong community atmosphere of mutual help.
At the same time, the traffic distribution mechanism allows amateurs to get traffic support.
When we randomly open Xiaohongshu or type a specific topic in the Xiaohongshu search bar, the content that appears above the fold will not be completely occupied by the hottest content or top influencers, and we can often see amateur notes.
Since ** Heart of the Machine noted in an article with Xiaohongshu's technical team:Xiaohongshu has chosen a different technical path – decentralized distribution, focusing on user experience and high-quality interaction with the community.
Xiaohongshu distributes about half of its traffic to ordinary UGC users, and valuable and resonant content is likely to be seen. This is also one of the reasons why amateurs can become popular in Xiaohongshu.
The "Discovery" page of Xiaohongshu has top experts and amateurs; Source: Screenshot of Xiaohongshu.
In addition, the operation agency also noticed that Xiaohongshu paid more and more attention to the "interaction rate" indicator of notes when making note traffic recommendations, and judged whether to make further recommendations according to the number of interactions that can be generated by 1,000 times. Under this logic, the naturally highly interactive "listening and persuasion" notes are more likely to be favored by Xiaohongshu's traffic.
The low threshold for creation, strong community interaction, and traffic on the platform mean that users can initiate trends and participate in trends at a low cost on Xiaohongshu, for example, everyone can go to Xiaohongshu to participate in "listening to persuasion".
The other 2 keywords selected for Xiaohongshu's "2023 Lifestyle Trend Observation Report" are "citywalk" and "conspicuous bag":
This year, "Citywalk" was viewed more than 2.1 billion times, more than 3.7 million notes shared the story of CityWalk, nearly 1.3 billion views on "Conspicuous Bags", and 2.75 million notes documenting the interesting lives of Conspicuous Bags.
citywalk" and "conspicuous bags"; Source: Screenshot of Xiaohongshu.
This is the 4th time that Xiaohongshu has released its annual life trend report. In previous years, the report distilled 10 relevant trends, but this time there are only three. Last year's trends include keywords such as neighborhood warming, simplified living, and idle recycling, and most of them are summary words inferred from phenomena, while this year's listening and persuasion, citywalk, and conspicuous bags are all specific topics.
In contrast, the outstanding change is that the trend of previous years mostly contains "** nature", while this year is more pure "presentation".
Regarding this, Xiaohongshu described it in its external response: "In the first two years, our report inevitably had a strong operational perspective and logic. However, the three keywords we have extracted this year have very few ingredients, and are more feedback on public sentiment, which truly reflects what kind of emotional environment Xiaohongshu users across the country are in, and what are their life variables."
Hot topics such as "Listen to Persuasion", "Citywalk" and "Dopamine Dressing" appeared on Xiaohongshu, and then became popular all over the Internet. The operation agency believes that Xiaohongshu, which has 100 million daily active users, already has the ability to discover trends, participate in trends, spread trends, and eventually form a national trend.
This means that Xiaohongshu has changed from the "refinement" of a more niche group of people to the "life" of representing a wider range of ordinary people.
Under the general trend of the entire platform, there are two small trends worth paying attention to in terms of content creation.
First, the Xiaohongshu community notes are **.
According to a set of data compiled by the new list, the top 10 popular notes liked by Xiaohongshu in 2023 are all in the form of **, and at least 5 ** notes have more than 2 million likes. In my daily use of Xiaohongshu, there are more and more notes.
Under the topic of "listening to persuasion", there are also many users who publish the transformation process through **, and this kind of ** has generally received a lot of likes. When these amateurs come to the middle stage of transformation and accumulate a large number of materials, they will also become a more suitable form of presentation compared to **.
** content on Xiaohongshu; Source: Screenshot of Xiaohongshu.
Second, "high interaction" has become the traffic password of Xiaohongshu.
One of the reasons why "Listening to Persuasion" became popular is that it is brought about by its highly interactive characteristics, and everyone participates in the transformation of the person who sent the note by leaving a message in the comment area, witnessing the whole process of amateur changes.
Based on the aforementioned Xiaohongshu recommendation mechanism, compared with other social networks, Xiaohongshu, which has community attributes, will have a greater traffic weight for active interactive comments on the community, which can help such content achieve a wider range of diffusion.
"Listen to persuasion" notes can usually get high praise and comments; Source: Screenshot of Xiaohongshu.
Xiaohongshu also focused on launching an interactive live broadcast event "New Year Truth or Dare Party" during the Spring Festival in 2024, with more than 40 celebrities and more than 30 top influencers starting live broadcasts to connect and interact with users. During the period, the plug-in "Truth or Dare" was launched, and netizens can choose Truth or Dare as a host, or they can choose a small adventure.
Compared with professional and competitive live broadcasts, this way of focusing on the anchor's real friends and interactivity makes it easier to live broadcast and increase fans.
At present, some amateurs have grown up rapidly with the help of this wave of activities. For example, @超级可爱的白小姐 shared her "life wisdom" as a cute baby's mother in an interactive live broadcast, and became a fan of everything from a small transparent person.
Xiaohongshu Talent @超级可爱的白小姐 Live dynamics and fan trends.
Nowadays, with more than 100 million daily lives and growing Xiaohongshu, it seems that it has come to a new inflection point, with the influx of foreigners, the fire of "listening to persuasion", the trend of community note-taking and high community interaction is gradually emergingThese big or small changes are converging into a new stage - the transformation from refinement to pan-life Dahongshu.
For merchants, Xiaohongshu can better integrate into the lives of consumers.
Reference content: The mechanism behind the explosion: decoding the traffic algorithm of Xiaohongshu, wx;
2023 Xiaohongshu Annual Life Trends: 1Listen to persuasion. Little Red Book;