Practical experience sharing on Xiaohongshu operation and promotion

As of January this year, Xiaohongshu has more than 220 million registered users, most of whom are born in the 1990s and 1995s, and the majority are female users. Such a high-quality channel naturally cannot be ignored by promoters. I have scanned through the existing tutorials on Xiaohongshu on the Internet, but none of them seem to work. Today I will share with you some practical tips on Xiaohongshu and teach you how to develop a combination of sustainable development strategies. The picture below is a popular article I posted before. In less than a month, it has nearly 170,000 views, 1,000+ likes, and 500+ followers.

1. Traffic entry

To operate Xiaohongshu, you must first understand where your copy will be displayed, which is what we call the traffic entrance. Xiaohongshu has three traffic entrances: keyword ranking, natural display, and related recommendations.

Xiaohongshu app has a built-in search function. When searching for keywords, corresponding content will appear, so keyword ranking has become an important traffic entrance for Xiaohongshu. Generally speaking, customers who search for keywords are accurate target customers, and competing for keyword rankings is naturally a key step in promoting Xiaohongshu. When the keyword ranking is displayed, it is divided into three parts: comprehensive ranking, hottest ranking, and latest ranking.

The content displayed on the discovery page of Xiaohongshu’s homepage is what we call natural display. Natural display is based on an intelligent matching mechanism, that is, the system matches and displays content of interest to users based on their identity attributes.

Related recommendations mainly appear at the bottom of each note comment, and are generally content that is close to or related to the note content.

2. Weight Factors

The most important factor in whether a Xiaohongshu account can be successfully operated is whether its weight can be increased. If an account is downgraded by the system, the account may be restricted at the least and banned at the worst. This part focuses on how to avoid demotion. By avoiding the minefields, your weight can naturally be improved.

1. The nickname cannot contain any marketing product words

After many friends registered on Xiaohongshu, they posted more than a dozen notes but received no views, let alone likes and followers. The reason is that their nicknames contain marketing and product words. Xiaohongshu is a sharing community, and the official authorities will curb and crack down on any form of marketing activities. When many people start operating Xiaohongshu, they like to use marketing and brand words in their nicknames, such as "general agent of XX product". This will make them lose at the starting line because the official will not give you the opportunity to show yourself. Be sure to avoid nicknames with obvious marketing characteristics, so as to avoid being demoted.

2. The notes published should have a unified theme

Those who work in the beauty industry should publish notes related to beauty, and those who work in the travel industry should publish notes related to travel. Many people who use Xiaohongshu like to follow the trend and post whatever is popular. In fact, this is a taboo. The same theme style is more conducive to reflecting your professionalism and letting the system know the theme and professionalism of your content. When the system recommends content to users, it will give priority to your highly professional notes.

3. The higher the level of Xiaohongshu users, the higher the weight

Xiaohongshu’s user levels are divided into 10 levels: diaper potato, bottle potato, sleepy potato, bubble potato, cone potato, pony potato, cultural potato, bronze crown potato, silver crown potato and golden crown potato. The higher the level, the higher the weight. After opening an account, you must first unlock your user level and then upgrade your account level.

4. Interaction data should be reasonable

Interaction is an essential core factor for any community media. To increase the weight of Xiaohongshu, it is necessary to optimize the interaction data. Interactions include likes, comments, favorites and follows. Some people choose to brush some data on their accounts. In principle, there is no big problem with this, but it is worth noting that it should be controlled within a reasonable range. For example, the ratio of likes to impressions is generally between 0.5% and 2%, which is relatively reasonable. If a note of yours has only 100 impressions but 20 likes, that is obviously unreasonable.

3. How to create a hot article

1. Appropriate headline party

The title of the note should be attractive and have a catchy title, so that users will want to click in and read it. Rhetorical questions, interrogative sentences, and titles that can arouse users' curiosity can all be used. But be careful not to use clickbait titles just for the sake of using clickbait titles. If your content is far from the title, people will not stay even if they click on it. So I said that you should make appropriate headlines. If the title is too exaggerated, the system will directly fail to review it. You have to strike a good balance.

For example, here is a list of the 12 zodiac signs that are the worst scumbags. Is Leo like this?

2. Labels are important! Labels are important! Labels are important!

Xiaohongshu allows adding up to 9 pictures to each note, and up to 10 tags to the note pictures. Tags can be directly used as keywords to participate in ranking, and they also match the user's identity attributes. Therefore, making good use of these 10 tags when publishing notes will bring many benefits to your notes. This is very important, everyone must remember it!

3. Choosing the right topic is more conducive to exposure

When each note is published, you can choose the corresponding topic. Each topic will have a corresponding index, and the topic can also participate in keyword ranking. Therefore, when choosing topics, we must choose topics that are relevant to our content and have a high index. Choosing the wrong topic may also cause your article to fail the system review.

4. The picture should be clear and use standard size

The picture must be clear. The full-screen display ratio of Xiaohongshu pictures is 3:4, so it is best to use a 3:4 size. I usually use a size of 1440*1920. As long as you know a little bit about PS, it is not difficult to make a high-definition picture.

5. The content of the notes should be controversial and can arouse discussion

Users don’t like notes that are too boring. When we publish notes, we should publish some articles that can arouse discussion. Articles with some controversial content are most likely to arouse discussion among users. Some people would refute the notes I posted before in the comments, which can promote the interaction of the notes. But one thing to remember is, never argue with users in comments. Firstly, it can easily damage your own image, and secondly, you may be reported.

4. Conversion Model

Whether it is creating a hit article or increasing followers, the ultimate goal is conversion. Any operation without conversion is rogue. So how do we achieve conversion when operating Xiaohongshu? Here I will teach you some tips and some issues that deserve attention.

1. Signature with QQ email address

I don’t know if it’s a loophole or intentional by the authorities. After a long period of actual testing, it seems that for the time being, using a QQ email address in the Xiaohongshu signature will not result in a downgrade or account block. After several revisions, Xiaohongshu only displays the first two lines of the signature content, so you can introduce your business and include your QQ email address in the signature. By binding your email address to WeChat, your target customers will understand and can directly find your WeChat using your QQ email address. This method is feasible now, but I don’t know if it will work in the future.

2. Comments guide transactions

There is another method, which is to guide customers to make transactions through the content of the comments. A more clever way is to use a small account to comment "Where did you buy this? Can I contact you?" "Help me ask?" "I want it too, can the blogger send me a private message?" and so on. However, please note that you should not leave contact information in the comment section, as this may cause the entire note to be blocked by the system.

3. Import private messages into WeChat

When a user sends you a private message directly, you can send him a picture of the contact information you prepared and ask him to add you on WeChat. Sending letters or numbers directly will be blocked by the system and the user may not be able to see them. However, this method is not safe, because if someone wants to mess with you, they will use your private messages to report you, which can result in a 48-hour ban at best and a blocked account at worst. So it is safer to choose the first and second methods.

5. Multi-account operation strategy

The above are all about the operation methods of a single account. This part will tell you the ideas and methods of operating multiple accounts. The advantage of operating multiple accounts is that you can create a traffic matrix, and the effects of batch operations are amplified exponentially. The disadvantage is that the cost is relatively high.

1. One number, one machine, one card

Xiaohongshu accounts need to be registered with a mobile phone number and logged in with an independent device (I currently operate more than 50 accounts, and each account uses one mobile phone to log in to the app). Each account uses data and cannot share a network to prevent system-related flow restrictions. If one account is restricted when logging in with the same network, other accounts will also be restricted. Therefore, the operating cost of multiple numbers is very high, dozens of cards and mobile phones, all of which cost money! Friends who have the conditions can consider it. If you don’t have the conditions, you can make 2-3 numbers and gradually expand them.

2. Nicknames and signatures are not repeated

Each account's nickname is unique, and the signature cannot be repeated either. Non-repetitive signatures mean that they don’t have to be exactly the same. You can change some of the content and leave a unified email address.

3. The content is not repeated, and the bulk transfer of pseudo-original content

If all the previous things are ready, then the most important part is the content, which is also the most troublesome issue for everyone. I am here to teach you a method of moving things around. I won’t go into details about how to find related content, as everyone knows this. Is it okay to just copy other people's content into your notes? No! Firstly, direct copying is not easy for the system to recommend (although Xiaohongshu's anti-plagiarism function is not very powerful, it still has certain algorithms), and secondly, it is easy to infringe copyright. It's okay if you encounter a blogger who is not serious about it, but it will be troublesome if you encounter a serious blogger who directly sues you for infringement.

So what is the best way to do it? It’s very simple, just process the text content into picture content. Re-format the image in your own way, then publish it, and use the refined text in the main text. Everyone has a different style, so I won’t go into detail here. I believe everyone can understand it.

Let me mention here that if friends have the conditions, they can hire a few copywriters to write all original works. Of course, the cost is still very high, but it is a long-term solution.

The ideas and methods of operating Xiaohongshu are shared with everyone. If you have different ideas and opinions, please point them out and communicate!

Author: Xiaoyuan Network Essay

Source: Xiaoyuan Network Essay