As a platform popular among young people, Xiaohongshu is not only active among beauty and food bloggers, but also various knowledge bloggers and workplace bloggers. The author of this article analyzes how to create popular notes based on his own experience in running Xiaohongshu. I hope it will be helpful to you. 1. Understand Xiaohongshu. First, before operating, you must first understand the scale of Xiaohongshu. Xiaohongshu’s daily active volume has reached 10 million, and the daily exposure of notes has also reached 1.4 billion. In this context, traffic is king. In this era, the reason why Xiaohongshu is so popular is obvious. Xiaohongshu is positioned as a community that marks life. Let’s take a rough look at the gender and age distribution of this user platform. Gender: Most of them are female users, and male users only account for 12%. Age: 24 years old and users between 24 and 35 years old account for 80% of the total users. From this data, it is not difficult to see that the users of Xiaohongshu are those born in the 1990s. , a mainstream platform for young women born in 1995. After understanding the basic users, they are familiar with the rules of the platform and continue to output high-quality content according to their own positioning. 2. Operating Xiaohongshu. First, starting from registration. Compared with short video platforms such as certain music platforms, Xiaohongshu has stricter account requirements. We all know that if you want to operate a certain music channel, you can just register directly. The same is true for Xiaohongshu. But what if you have registered before? What Douyin does is that you can log out and re-register. Xiaohongshu is different, mainly in three points: 1. Xiaohongshu will record your registered mobile phone number. This means that if you have registered with a mobile phone number before, and it has been operated for a period of time, or even a note is violated, then even if you re-register, the black history of this mobile phone number will be recorded. It will also record your network! Try to use WiFi as little as possible. Second, the account maintenance stage. When you register a new account, the first thing you have to do is not to post notes directly, but to enter the "account maintenance stage" . In this regard, a certain sound also performs a similar operation. How to do it? 1. Set up personal information. (1) Avatar. In Xiaohongshu, the avatar is very important, and the platform will give relevant weight based on the avatar (not the most important, but still important). It is recommended to set the avatar, either using a real avatar or a cartoon avatar (real avatar is preferred). Why? Think about what Xiaohongshu’s slogan is? - Mark my life. (2) Xiaohongshu name. If you have used a certain name before, do not use it again, or your rights will be demoted (3) Xiaohongshu number. Same as the name, don't use it if you have used it before, you won't be able to use it either. (4) Personalized signature (the most important thing!). Your personal signature is the most important item in your personal information. Let’s talk about how to set it up correctly first. First, explain your identity. For example, self-media people, freelancers, college students at a certain school, graduate students, etc. Example - self-media person, life lover, want to be your treasure girl. Everyone can see that short videos are the general trend at present. While the industry has been booming in recent years, national departments have also introduced many regulatory measures. Internet marketers were born under the background of the industry and the epidemic. They handle the four major functions of video creation and promotion, live broadcast of goods, product selection, and platform management. They refine and summarize the professional knowledge involved in these four major types of work, forming a set of Internet marketers. The courses and training system, the contents discussed in this article are actually included in the Internet marketer courses. More and more industry practitioners are taking this certificate. People who want to switch careers and engage in operations-related work also start by taking this certificate. On the one hand, they learn knowledge and on the other hand, they have the certificate endorsement. Published by Human Resources and Social Security, it has high value, is easy to get started, anyone over 18 years of age can learn with zero basic knowledge, and has good prospects to break through the income ceiling. There are also part-time, full-time, and employment recommendations. What exactly is an Internet marketer? What kind of work can be done? How is the income? How to study and apply for the exam? You can click on the following article to view it, it is very detailed and also has a guide to avoid pitfalls: Second, the positioning of the account. Whether you are doing outfits, dry goods, food sharing, or lifestyle, write it down clearly in the second stage. Example - dry goods store: self-media operation | growing up and learning | sharing of good things in life. Under normal circumstances, it is normal to position between 2-5. It is recommended that the initial number be within 3. But remember, you must not leave any contact information in the early stage! 2. Account maintenance During the account maintenance stage, you need to pay attention to the following points: (1) Imagine yourself as an ordinary user. It does not want some institutions or organizations to make Xiaohongshu the same as other platforms for the sake of mass account creation (this is just my guess). So, first let yourself be an ordinary user. (2) Simulate the usage habits of ordinary users. When do ordinary users use Xiaohongshu? After meals and before going to bed. Therefore, there are several important time periods: "8:00-10:00", "12:00-14:00", "18:00-20:00" and "21:00-23:00". These four time periods are frequently used by ordinary users. So, what you have to do is, use Xiaohongshu during these four time periods, read other people’s notes, and like, collect, and comment on the good ones. In addition, try to search for relevant notes based on the positioning of your personal account. For example, if you position the outfit, you can search for notes related to the outfit. In this way, the platform will also recommend more outfit notes to you. If you want Remember, the platform will also position your account based on your note-reading habits. (3) The issue of time to maintain an account. It is strongly recommended that if you really want to be a good little red book, the account maintenance time must be maintained at 7-15 days, 15 days is the best.

Many people rush to post notes in a hurry to operate. This is very bad, as it will affect the weight of the account and lead to no recommendation. The third is the note-issuing operation stage. When you have completed the above two steps, you can enter the formal stage of updating notes. There are a few things to say about notes. 1. Title. Everyone wants to write a "hit note", so the title is very important. "Popular positioning + field keywords + numbers + headline-making vocabulary + emoticons". Of course, not all of them must appear, but the two that must be present are "crowd positioning + field keywords". It should be noted that in Xiaohongshu, there is no such thing as clickbait, so when writing the title, you can add some clickbait words appropriately, such as "must-have", "super easy to use", etc. But at the same time, you must also understand that an excellent note title does not necessarily have to have title-worthy vocabulary. Expressing important information is the key. 2. Content. Regarding the content of Xiaohongshu notes, you should pay attention to three points: (1) word count and duration. The number of characters in Xiaohongshu notes is limited to 1,000 Chinese characters. If it is a short video, it must be within 60 seconds. (2) Note content. The slogan of Xiaohongshu is "Mark my life". Since it is life, the language should not be too official and pay more attention to colloquialism. Just write how you say it. (3) Expression tips. Go take a look at those great notes, each with a few emojis to differentiate between paragraphs. Therefore, when writing notes, you can also find some emoticons you like to distinguish paragraphs, but don’t make a note too messy, otherwise it will affect the reading experience. (4)Original. There is nothing to say about this. The consequence of moving is that it will be dealt with illegally. 3. Pictures. The most important thing in Xiaohongshu notes - pictures. If you want to rank the importance of titles and pictures, pictures far outweigh titles, especially cover pictures. Some suggestions: (1) The header image should highlight the main content. This can be done by adding a title to the picture and adding some corresponding keywords. (2) When choosing pictures, try to take them yourself. It’s still the same question, “mark my life”, of course it’s best to take photos yourself. (3) It is better to add stickers to the picture. Xiaohongshu has its own sticker function, which can be added with some embellishments for better effect. (4) Try to keep the number of pictures at least 7. The limited number of pictures in Xiaohongshu is 9. If you can’t do 9, try to have more than 7. 4. Update frequency. If you can write one note a day, do it as much as possible. If you can't, at least do two notes a week. If you have an active account, the official will take better care of you. Okay, that’s it for the operation guide. Next, you need to be patient. Never stop taking a note just because it has little reading volume, otherwise you will get nothing. We must remember four words: It is better to lack than to overdo. How to run Xiaohongshu well: 1. Before starting, check whether the category you are working on will be restricted? Avoid doing a lot of wasted work. For example, for the same household items, pillows and cushions will not be limited, but rice cookers will most likely be limited. (The complete form is relatively large and not suitable for pasting. If necessary, you can send me a private message.) 2. Observe competing products and find more than 10 peers to see what content they publish and how popular they are? And record them one by one; find more than 10 high-quality bloggers in various industries, and summarize their techniques for launching products. Can they be imitated and learned from? And transplant it to the industry you need to promote; 3. When will it be released? How to maintain an account? What kind of content is more popular with users? You need to be familiar with the traffic recommendation mechanism and operation of Xiaohongshu, including the following: a. Thousands of people have thousands of faces. When the notes are released, the official will identify the original quality of the notes. After the official identification of the note quality passes, it will flow into the public domain (if you search for the content of the notes, If it is included, it has entered the public domain). If the note cannot even enter the public domain, it cannot be recommended. b. Weight mechanism. When notes flow into the public domain, the platform will expose them to thousands of people based on user preferences. The higher the weight of the account, the higher the priority, and the more exposure will be obtained. The weight is determined by the registration Time, number of notes, activity, number of fans, number of likes, number of comments and reposts, etc., are related and have high weight characteristics: complete account information, unified header image style, complete graphic and text structure, and the homepage and comment area do not involve illegal content. Recent notes, more interactions. C. Traffic source, the traffic source of a note, mainly in discovery, keyword search, fans, topics, and nearby areas. Factors that affect discovery exposure: the popularity of user demand associated with the note content, release time, and release account Weight, content interaction volume. Number of fan exposures: fan stickiness and fan activity (true fans). Topic traffic exposure number: topic popularity, publishing time, matching degree (according to platform algorithm), interaction volume, keyword search exposure number: matching degree (according to platform algorithm), account weight, interaction amount, publishing time: to 12:30 noon 14:00, Sunday to Thursday from 17:30 to 20:30, Friday to Saturday from 21:00 to 23:30. Relatively speaking, the traffic distribution time points on weekdays will be more concentrated, while the traffic on weekends is larger but more scattered. Selecting a release at noon and evening when user activity is high will have higher exposure than releasing at other times. (Although it may not necessarily be much higher) NO.5 content quality (key point) The purpose of seed promotion in Xiaohongshu is to generate product recognition, brand recognition, purchase associations and word-of-mouth sharing among consumers. To achieve good results, it must be Focus on content quality.

Compared with other platforms, when doing content marketing on Xiaohongshu, in addition to the content itself needing to have in-depth value, it also needs to cater to the platform’s traffic mechanism. Exposure and readings. Exposure is based on the platform’s note content, through discovery, nearby, topics, The number of exposures and readings given to the notes by fans, keyword searches, etc. are the number of UVs clicked into the notes from the list (an IP can only provide one number of readings per day). To achieve the grass-growing effect, on the one hand, we need to consider all possible It is possible to gain more exposure, and on the other hand, it is to attract as many users to read as possible. Therefore, the first step of pushing content to users is "header image + title". A good header image title can have an open rate of 20 %-30%. For poor headlines and titles, the open rate is only within 10%, or even lower than 5%. In order to achieve the grass-growing effect, we need users to consume content, and the number of reads is the best data assessment standard. Is it good? Easy-to-obtain exposure, and the loss of reading caused by the header image and title, can only be described as capsizing in the gutter. a. Stunning and desirable scene pictures. The pictures should be exquisite. The scene is what most users yearn for. It can be scenery, certain moments or certain plots. b. Directly show the pain points. The severity of the pain points should be consistent with the pain points of most users. Do not overdo it or not hurt. c. Directly show the renderings, directly show the pain points and results. The greater the contrast, the better without being too exaggerated. . d. Put the core value of the content out. If it is dry goods, tutorials, etc., put the value of the content prominently in the header image.