How should Xiaohongshu be operated to increase followers?

The diversity of new media platforms has made it convenient for everyone to display their personal image. More and more people like to share online. They don’t need specific skills or even to show their faces on camera to gain a large number of fans and traffic.

Among them, Xiaohongshu stands out among a number of social platforms with its positioning of "marking your life, sharing and discovering the wonders of the world together". Sharing of personal life updates with keywords such as "exquisite", "interesting", "trendy", "self-disciplined" and "independent" are the most popular.

The Xiaohongshu app is particularly familiar to female users and is known as the "holy place for planting grass".

Every day, many female users browse Xiaohongshu's note recommendations, fashion information, etc. in their spare time. During this period, they are stimulated by various "good products" and their shopping desire is promoted.

Screenshot from Xiaohongshu

Such high purchasing power and conversion rate have made many brands, merchants and individuals choose Xiaohongshu as their first choice for traffic generation.

How to use Xiaohongshu to attract customers and achieve the purpose of traffic?

First, let’s take a look at Xiaohongshu.

1. What is the difference between Xiaohongshu and other platforms?

If Xiaohongshu is also considered a new media platform, the current mainstream new media platforms are divided into two types.

One is the picture and text platform (WeChat public platform, Toutiao platform, Baijiahao platform, etc.), and the other is the video platform (Tik Tok, Kuaishou, Video Account, etc.).

Of course, video platforms can also post pictures, and graphic platforms can also post videos. Xiaohongshu is similar to Weibo, and is a platform that can post short videos as well as graphic and text notes.

However, the difference is that the text and picture content of Xiaohongshu is shorter, a few hundred words are enough for a post, and only 9 pictures can be uploaded in a post. Therefore, it is necessary to write one thing clearly within these limited conditions.

This is very similar to WeChat Moments. However, WeChat Moments is a closed community that can only be seen by friends, while Xiaohongshu publishes notes based on a recommendation algorithm and will be recommended to many users.

To put it simply, posting on WeChat Moments will not increase your followers, but posting on Xiaohongshu will.

In addition, Xiaohongshu’s recommendation algorithm also benefits newcomers. No matter how many fans you have, you have the opportunity to be recommended to the “Homepage”.

Another advantage of Xiaohongshu is that it has no time limit. For example, on Weibo, public accounts must take advantage of hot topics in order to attract more readers.

However, the community atmosphere of Xiaohongshu does not involve riding on the trend. Everyone is busy posting notes, checking in and sharing photos on their own.

When posting notes on Xiaohongshu, you can customize your geographic location, which provides convenience for account operations.

2. How to publish a popular note?

Some people can get thousands or tens of thousands of views for their published notes, while others can only get single-digit views for notes with similar content. The key lies in whether your notes are included in the platform.

Only when your notes are included in the platform will they be recommended by the system, so that you can get more readings. If it is not included, the number of readers may be only in the single digits.

This is the reason why many novices have not seen any results when using Xiaohongshu.

Factors that affect the inclusion of notes:

1. Title

The soul of a copy is the title. A good title can instantly arouse the user's desire to read on. It is recommended to add some numbers or modal particles in the title.

Screenshot from Xiaohongshu

For example: A must-read for beginners in makeup! The average makeup cost for students is 50 yuan. This way, a batch of student traffic can be intercepted.

At the same time, keywords must be included in the title. No matter what notes you write, you must write around the keywords. This is also the basis of Xiaohongshu's inclusion and recommendation mechanism.

2. Images

The first picture also determines whether your notes will be seen by others. Add text, put up comparison pictures, and state the key points of the notes in the picture. Try to keep it to about 10 words.

3. Typography

Xiaohongshu does not have an editor for typesetting. If you want to create beautiful and attractive content, you can only use the stickers and emoticons within the platform.

4. Tags

Tags can be added to the published notes, and voice tags can also be added. Accounts with nice voices and personalities are more likely to attract fans by adding tags like this.

3. What kind of note content is more likely to increase followers?

If you don’t know how to come up with a title and cover at the beginning, it is recommended that you first learn to imitate some popular notes. After solving the problems of title and cover, which type of note content is more likely to be read and increase followers?

I have summarized that there are probably several types of content that are easier to read:

1) The practical type generally includes grass-roots information, tool collections, cognitive collections, operating procedures, etc.

Screenshot from Xiaohongshu

Note that this type of content cannot be a completely mechanical summary, otherwise it will appear too rigid and official, just like reading Baidu Encyclopedia. If you want your content to be attractive, you must include your own real usage experience or summary of experience in the content.

2) The counter-attacking Xiaohongshu users are mostly young people, among whom young ladies account for a large proportion, and people at this stage are particularly emotional. Sometimes they need some valuable content as a reference or encouragement from strangers, so they are happy to learn about other people's successful counterattack process. I am also happy to transform with the blogger and achieve success in the end. Therefore, this type of content often includes the blogger’s own counterattack process, the difficulties encountered, successful experiences, etc.

Screenshot from Xiaohongshu

Because the content is real and down-to-earth, it is easy to resonate with users. Therefore, this type of content has its own traffic on Xiaohongshu and has always been very popular.

3) Opinion type , that is, the output of values. If there is controversy, there will be traffic. This type of content often involves the blogger analyzing a controversial issue and giving his or her own opinion, which allows users to understand what kind of person the blogger is. How are your three views? Can you resonate with yourself? Fans who are attracted by this type of blogger tend to have higher stickiness than those who follow ordinary content.

Moreover, whether you support or oppose the blogger's point of view, it can increase the reading volume of the notes, thereby driving the data of the notes. For example, controversial topics such as girls' freedom of dressing and makeup have always been very popular. As long as the topic is well chosen and the blogger's views are full of positive energy and reasonable logic, he or she will definitely gain a lot of fans.

Screenshot from Xiaohongshu

4. Precautions to avoid rollover

1) It is against the rules to divert Xiaohongshu fans directly to other platforms. Although direct traffic diversion will be considered a violation, as long as you learn certain language skills, you can still complete the traffic diversion operation.

For example: Xiaohongshu does not reply in a timely manner, so I’ll add a V and tell you the details. How about you add me on V? I don’t often read messages on Xiaohongshu.

But one thing to remember is that this kind of rhetoric should not be used too often, otherwise it will easily be blocked.

2) Focus on one field, and the content shared should not be too diverse. It can be extended, but it cannot be food today and fund information tomorrow. Such operations will reduce fan stickiness.

3) If you want to create a popular note, you need to have a deep understanding of the user group, and the rest depends on luck, strength and diligence.

Only by deeply analyzing and understanding the user group can we accurately grasp the user's pain points and needs. If you create on this basis, the probability of writing a hit note will be greatly increased.

For example, students love beauty, learning, and self-improvement, and they like cheap, good-looking things; those who are overweight will focus on how to lose weight; those who want to get out of poverty will pay special attention to how to counterattack and become rich.

Success or failure, luck is more important than any effort, while strength is achieved through continuous learning, growth and accumulation.

So, as the saying goes: "Sharpening the knife does not delay the chopping of wood." If you lay a good foundation before doing anything, and with good luck and 99% of effort, you will succeed.

Do you have any ideas about the operation of Xiaohongshu?

Author: Xiao Gongju

Source: Operation Publicity Xiao Leilei