How to do a good job in the operation of Little Red Book is a problem that many people are thinking about and share with you. According to official data, as of July 20 19, the number of users of Little Red Books has exceeded 300 million. As of June 20 19 and 10, the number of monthly active users of Xiaohongshu has exceeded 1 100 million, among which 70% of the new users are post-90s. Xiaohongshu claims that the community generates 3 billion exposures of graphic and short video content every day, 70% of which comes from UGC content. These beautiful data make Xiaohongshu a new traffic pool and a new position for many enterprises to attack. If you want to understand the operation skills of Xiaohongshu, you must first understand the traffic recommendation mechanism and operation of Xiaohongshu. A: There are thousands of people. When paper money is issued, the official will identify the original quality of paper money. After the quality of the notes is qualified by the official appraisal, they will flow into the public domain (if the search notes are included, they will enter the public domain). If notes cannot enter the public domain, they cannot be recommended. B. Weight mechanism: When notes flow into the public domain, the platform exposes thousands of people according to users' preferences. The higher the account weight, the higher the priority and the more exposure you get. Weight is related to registration time, comments, activity, fans, likes and comments. Features of high weight: complete account information, uniform header style, complete graphic structure, and no violations in the home page and comment area. C. Traffic source, the traffic source of a note, mainly in discovery, keyword search, fans, topics, and nearby areas, which affect the discovery exposure: user demand, publishing time, publishing account weight, and content interaction. Number of fan exposures: fan stickiness and fan activity (true powder). Topic traffic exposure: topic popularity, release time, matching degree (according to platform algorithm), interaction amount, keyword search exposure number: matching degree (according to platform algorithm), account weight and interaction amount. To understand the gameplay and routines of Xiaohongshu, we must work hard from the following aspects in order to operate Xiaohongshu well. First, positioning is based on product characteristics and users. Mangrove is a community e-commerce platform focusing on young women in first-and second-tier cities. No. Positioning: (What product is it) User Positioning: (For whom) Account Direction: Brand Exposure, Drainage Platform, KOL Content Creation Direction: (Topic+Hotspot) First-person sharing experience, tutorials and product use feedback. After positioning, it is necessary to open the road of small red book operation! Second, there are several points to pay attention to when setting the profile of Little Red Book: avatar, name of Little Red Book, number of Little Red Book and personalized signature. (1) avatar. In the little red book, the avatar is very important, and the platform will give relevant weights according to the avatar (not the most important, but it is also very important). Suggestion: Set an avatar, either with a personal real avatar or an anime avatar (the first one is a personal real avatar) (2) If you have used a name before, don't use it again, it will be downgraded; If you want to drain to other platforms, such as self-media, it is best to unify a name. When setting personalized signature, I will also talk about the significance of unifying a name. (3) Xiaohong has the same book number and name. I didn't use it before, and I can't use it. It is recommended to use personal micro-signal, or QQ, to facilitate others to contact. (4) Personalized signature (top priority! Personal signature is the most important item in personal data. Let's talk about how to set it correctly. Generally, it is divided into three stages: the first stage is to explain your identity. For example, self-media people, freelancers, college students, graduate students and so on. For example-from the media, life lovers, want to be your treasure girl. The second stage, the positioning of the account. Do you make clothes, dry goods, food sharing or lifestyle? Write clearly in the second stage. Example-dry goods store: self-media operation | growth and learning | sharing good things in life. Generally speaking, positioning at 2-5 is normal. It is recommended that the initial period be less than 3. The third stage, a very important stage, is about drainage. I believe many people have violated the rules. The official rule of Xiaohongshu is that it is not allowed to fill in any account promotion information. However, it is not completely impossible to stay. Here, you can leave a mailbox, which is the most common way. There are still some large ones, and the official WeChat account has also been left. Of course, it is not written in the official WeChat account, but "Gong" or "Princess Hao" (homophonic). It is suggested to start the third stage after the content and weight have accumulated to a certain amount. Third, the number proposed by Xiaohongshu is the new number Xiaobai. Xiaohongshu's number is the most important. Generally, xiaohongshu raises the number in 7- 15 days, and 15 days is the best. After the account is registered, don't publish the content immediately, first browse the notes for a few days. If you want to do any field, search and read accounts in related fields. For example, if you want to wear clothes, you should like, collect and comment on other wearing notes. The purpose of doing this is to make Xiaohongshu feel that you are an ordinary and normal human who uses my products. Fourth, the contents are all ready, only the east wind is needed to do a good job in the operation of the little red book. These little red book operation skills need to be mastered! 1, there must be keywords in the title skill title, which is the basis for whether the notes will be recommended for inclusion. For example, write a note recommending lipstick to the student party, and be sure to write words such as "fair price", "lipstick", "100 yuan" and "student" in the title. Pay attention to the details: ① the number of words should be controlled within 18 words; 2 Emoji should be added appropriately in the decoration, because many users are girls, so they can do whatever they want, but pay attention to the fact that emoji accounts for two words. ③ Reject the title party ④ Add keywords, such as the crowd keyword "student party" and the commodity keyword "Mac lipstick", and insert two keywords, 1-2, which will bring you the title rules of the general title template for long-tail traffic-"crowd positioning+domain name keywords+numbers+title party vocabulary+words". Of course, it doesn't have to all appear, but there must be two "crowd positioning+domain keywords". 2, cover/picture Little Red Book search for any keyword, read all the notes before 10 carefully, how to make your own cover picture, follow the gourd painting gourd ladle. The cover should be beautiful and clean, or pay attention to the content. For example, you can summarize some contents of the title on the cover. (2) First, the style suggestion should be consistent with the cover, and second, the picture order should be consistent with the text introduction order; Third, label. At present, Xiaohongshu has "5+ 1" labels, namely, location, brand, commodity, film and television, user and customized labels. Adding appropriate labels according to the content can supplement the picture information and increase the exposure. The head picture should highlight the main content. This can be achieved by adding a title to the picture and some corresponding keywords. 3. The first sentence of the text: The first sentence contains 2-5 subject keywords ① The number of words should not be too small or too much. The recommended number of words is between 400 and 500, and the user's reading pressure is just right. The video is within 60s. (2) Add color words to increase the readability of the text. Xiaohongshu is different from other graphic platforms. Its text and pictures are separated, and users will be bored reading a lot of text. Some facial words can make the text readable. 3 Original, most content platforms like original high-quality content. Try to have more than 7 pictures. The number of pictures in Little Red Book is limited to 9. If you can't do 9, try to do more than 7. Recommend some drawing software. Picsart (puzzle), butter camera (with words and stickers). With these two softwares, it is enough to take a good picture. 4. Topic According to the theme of the content, finding a suitable topic can increase the exposure of the notes. 5. Update frequency. If you can write one note a day, write as many as possible. If you can't, do it at least twice a week. The government will actively consider it. After mastering the operation skills of the above little red book, remember @ official account after publishing the content. There are many official accounts of Xiaohongshu, such as Uncle Xiaohongshu, Xiaohongshu Growth Assistant, Daily Department and Fashion Department. At the bottom of the content, you can add several official accounts of Aite, and try to choose an official account similar to your own field. For example, if you are in the field of wearing, you will be in Aite Fashion Department, so that your notes will be more easily recommended by the government.