How to determine whether the Xiaohongshu account has been restricted? Xiaohongshu’s flow limiting solution!

To view account data, you can open the Creator Center, view data for the past 7 and 30 days, and check the three indicators of views, interactions, and conversions.

Views refer to clicks, which is the first step for users to be interested in notes. They are what we usually call small eyes. The more small eyes there are, the more people are reading the notes. Usually, after a note is published, the system will give about 100 small eyes exposure.

Interaction refers to likes, collections, and comments on notes. The interaction rate of better notes is around 5%. For example, out of 1,000 eyes, there will be about 50 interactions.

Conversion includes the dimensions of note followers and sharing, which means that notes provide sharing value to users. The more they are shared, the more widely the notes will be spread.

If the click volume is relatively low (3% is the standard line), it means that we need to optimize the title and cover. If the interaction volume is relatively low, it means that the content cannot resonate with the audience. You can also add some words to guide interaction. Conversion ultimately depends on whether it can bring value to users, whether it is emotional value or functional value.

In addition, in the background, Xiaohongshu provides basic data analysis, and you can choose the past 7 days or the past 30 days to view diagnosis details. The platform will provide a diagnosis based on four dimensions: viewing, interaction, increase in followers, and posting activity.

Figure 2: Xiaohongshu Notes Data Fans Table

In the background, the platform will also provide the source of the audience, and through the source, it can also detect whether the account is restricted. Currently, traffic mainly comes from four sources: home page recommendations, personal homepages, searches and other sources.

The homepage recommendation is Xiaohongshu's discovery page platform, which actively pushes notes based on daily browsing preferences. Whether the system recommends your notes depends on whether the user's preferences match the note tags of your account. The clearer the tag keywords of the account and notes, the more accurately the notes will be pushed to potential users. It determines the life and death of the notes. If the notes are not recommended by the recommendation page, there will be basically no traffic.

Let me give you an example. The first is the normal traffic structure of the account. We can see that the homepage recommendations account for 67%, and this note received nearly 200 likes and comments. The second is the note after the account received a violation reminder. There is basically no homepage recommendation, and the note is in a dilemma of no traffic.

Search means that users search for keywords and go to your Xiaohongshu account. If your search source is high, it means that your keywords are well embedded and long-tail traffic will come in. On the contrary, if the search proportion is small, it means that there is no traffic coming in. For example, this is an account that has not been updated for a long time, but because the keywords are accurately embedded, the search traffic accounts for more than 60% without updating the notes.

1. Basic data: mainly including 7 indicators, including views, average viewing time per person, likes, favorites, comments, note followers, and note sharing, which are similar to the account analysis mentioned above.

2. The trend of the number of views 7 days after release. The natural traffic on the note side is in a period of rapid growth in the first 7 days, and the traffic will decline after 7 days. After 30 days, it will no longer appear on the discovery side and will only be passively triggered and displayed on the search side. As a merchant, you can pay close attention to the data of these 7 days. If the data in the first two days is good, you can directly use the information flow to heat it up and extend the life cycle of the note.

3. Note diagnosis: mainly based on the richness of the content. The click-through rate depends on the title and cover. If the data is not good, you can start from these two aspects.

4. Audience source: Same as account data analysis, observe the proportion of your various note traffic types and then analyze them.

5. Audience portrait: male and female, based on product and account positioning. If it is a mechanical product, pay attention to the proportion of males.

6. Age distribution: See which age group has the most audience users and observe what users like.

7. City distribution: Take a look at the specific city distribution of the population. This data is of great reference value for store exploration bloggers. If you are writing a store exploration note for a city and this city has little attention, you should think about whether there is a problem with the direction.

8. Interest distribution: See whether the user’s interests are distributed vertically. If you are a knowledge blogger, first see whether your fans are knowledge bloggers.

Why is the third section talking about likes/followers? Because it can objectively reflect the activity of account notes and the user's stickiness to the account. At the same time, it is only valuable to talk about this after you have a certain number of fans and likes and comments. Regarding the ratio of likes to fans, there are three situations.

The first type has a ratio of likes to fans of 1:1, or even more fans than likes and fans. These are basically celebrity accounts or personal bloggers. For example, the likes-to-fans ratio of the account "Bowu" is close to 1:3. The account itself has 400,000 fans on Bilibili. Even if it has not posted any notes, there will still be users following it.

The second type is those with a like-to-follower ratio in the range of 10:1 to 1:1. Most bloggers are in this range, which is normal. In addition, the like-to-follower ratio of pictures and texts is indeed slightly lower than that of accounts with real-life videos. Since they have been doing pictures and texts before, they can build their personalities through videos, and the expressiveness of videos can more easily attract user attention.

The third type is when the likes-to-followers ratio is between 10:1 and 20:1. This means that users read your notes, but mostly like and collect them, and don’t want to follow them. Check your notes to see if there are a few hot articles and whether these hot articles are related to the account positioning. If so, you can continue to write notes around this style and stick to your own style. If not, it means that the notes have not brought any positive promotion to the account. Find your own positioning and continue to update your notes.

Summary: Xiaohongshu account analysis includes three aspects: account data, note analysis, and likes and fans. Account data can be used to determine whether the account is currently struggling to gain fans. Note analysis can be used to determine whether notes are limited and how to adjust them. The likes and fans ratio can be used to determine whether the account is vertically positioned and the degree of fan stickiness. The data provides us with clues to see the problem. To really build a good account on Xiaohongshu, we still need to respect the platform, dig deep into the content, and continue to write.