A summary of new ways and tactics to make articles popular on Xiaohongshu!

This year’s Double Eleven has ended, but Xiaohongshu marketing will continue, and hot articles will still be the topic we study every month.

This article will analyze Xiaohong’s popular book notes in November from seven categories, including beauty, skin care, home furnishings, dressing, maternal and child care, food, and shoes and bags.

By breaking down and analyzing each popular article and summarizing some small skills that are worth learning from, I hope that you can absorb the excellent experience of others and integrate it into your own unique set of popular article strategy framework.

Keep thinking, summarize and conclude on your own, and learn to establish a content production thinking system. Next, let’s take a look at the factors that will make articles popular in November.

01│Xiaohongshu Hot Articles in the Beauty Category│

Xiaohongshu's popular beauty article case 1: As long as the cover is ugly enough, men will swipe away

Xiaohongshu’s popular article covers: Xiaohongshu users will get aesthetic fatigue after looking at many exquisite cover photos for a long time, so the photos without makeup look very real. Xiaohongshu platform is now also more receptive to real pictures. For users, they also want to see what the specific content is, which is a reverse type of cover.

Titles of popular articles on Xiaohongshu: In the past, bloggers or Xiaohongshu operators would basically put the pain points or corresponding advantages of the product in the title. But this note will give people a reversal. Especially the title "As long as the cover is ugly enough, men will scratch it away"

Boys will be curious about what kind of notes it is, and this title is undoubtedly for girls. This is a note title that is likely to arouse curiosity.

The hot article on Xiaohongshu: When you open the note, you will see pictures of the before and after makeup, with obvious contrast and strong authenticity; there are three steps to foundation makeup, the steps are clear, the text is relatively detailed, there is no sense of distance, and it is easy to receive; the highlight is that the blogger shows each of his or her actions through different dimensions, and users can see more delicate makeup techniques.

Copy homework: When we are creating notes, we might as well try using real pictures as the cover, and the content should be very useful, such as makeup tutorials. This can include incorporating products (eye shadow, powder, eyebrow pencil, etc.) into the tutorial. The cover and title serve to arouse curiosity, and there is an emotional level (men and women are sometimes opposites), and the content also contains substantial information.

Xiaohongshu's popular beauty case 2: Makeup tips | Beauty bloggers' popular makeup tips

The cover of the popular article on Xiaohongshu: the big font highlights "Learn makeup", simply highlights the theme of the video, and adds an exaggerated result-oriented sentence. The words "I will exclaim OMG after learning" are circled, which can be used as a reference for the title of your next creation. Inducing clicks. In addition, the beauty blogger applying the makeup himself and the transparent plastic film will also arouse curiosity. What on earth is this blogger trying to do?

The title of the popular article on Xiaohongshu: "Makeup Tips" directly points out "how to do it", and the users who click in have a certain purpose; while "Explosive" is simple and clear, directly indicating a wide audience and good feedback. The title has little embellishment, but it is enough.

Hot content on Xiaohongshu: When you open the video, you get straight to the point without too many useless prefixes; the video is divided into four steps, and the blogger personally teaches each step, with the before and after effects well presented; of course, each step is presented in detailed text, which makes it difficult for users to remember in a short period of time, increasing the chances of collecting it.

Copy homework: The cover is worth learning from and referring to by many creators. The more curious the cover is, the higher the click rate will be. The title “makeup tips” will also rank high on the search page. If the content is detailed and informative enough, the chances of it being collected are high.

Note: (Out of curiosity, I searched the search page for "makeup tips" with 90,000 notes, and this note ranked in the top 50. The other top 30 notes were all notes with 120,000 likes or 270,000 likes). But not every note can have a good ranking by adding target search keywords. The key still lies in the content and the interaction volume of the note.

02│Xiaohongshu Hot Articles Skin Care│

Xiaohongshu's popular skin care case 1: It is recommended that sisters with dull skin should buy one bottle! !

(This note is for reporting)

The title of the popular article on Xiaohongshu: The title is straightforward, indicating that the product is suitable for women with dark yellow skin; the strong recommendation words give users a feeling that they can’t live without it, attracting users to click. It is recommended that sisters with dull skin should own a bottle, which in itself is a sentence of order.

The cover of the popular article on Xiaohongshu: The big words on the cover highlight "remove yellowness and brighten" to let users know the effectiveness of the product; it directly presents the product photo and also tells users that the blogger has used it for more than half of the time and they can buy a bottle. "I only use it to remove yellowness and brighten the skin." I only use it. These words can be used as reference, for example, XXX I only use it.

Hot content on Xiaohongshu: The blogger explains the product through the composition of materials and actual taste to deepen the user's impression; the function of the product is further demonstrated through effect comparison pictures; the blogger gives users some mixing suggestions and instructions for use, which are truly close to the user's psychology.

Copy homework: When Amway products, try to publish more product suggestions, such as which products will have better effects after being mixed with them, or some after-sales precautions, so that users feel that they are not just buying products, but full-service. You can switch roles, for example, if I am a user, what kind of notes do I need?

Xiaohongshu’s popular skin care case study 2: The recent happiness of being bare-faced is brought by domestic products!

The title of a popular article on Xiaohongshu: The word "bare face" directly hits the user's psychology. Many girls hope to be beautiful without makeup, and the blogger grasps the public's preferences and accurately targets keywords, letting users know that the happiness of not having to wear makeup is brought by skin care products.

The cover of the popular article on Xiaohongshu: The cover is simple and direct, it is a high-definition photo without makeup, which clearly tells users the current skin condition. Sometimes, bare face is just a disguise.

Hot article on Xiaohongshu: The blogger explains the ingredients of the product to let the public know everything about it; through hand and face tests, the effects after use are intuitively presented.

Copy homework: This is a reported note, and it is very likely that the information flow has been burned. For a reported note that does not burn the information flow, the data will generally not be very good. Therefore, for businesses, if they also want to deliver information flow like this type of notes, they need to think about what kind of materials they should choose to become a popular article.

03│Xiaohongshu Hot Articles Home Furnishing Category│

Xiaohongshu’s popular home furnishing case study 1: Plog “My mom finally praised my room”! !

The title of a popular article on Xiaohongshu is: "My mother finally praised me." Mom and "me" are the opposites, which is the emotion we mentioned at the beginning. The title is relatively simple, but when paired with the cover image, it can also arouse curiosity.

The cover of the popular article on Xiaohongshu: The cover does not tell users what the product is, but rather a little girl’s boudoir, um, a sea view room. The cover is also the key to dividing the crowd. There are not too many decorative words, only a clear large picture of the room. What users see is an atmospheric and comfortable room, and they will unconsciously put themselves into that environment.

Hot content on Xiaohongshu: The author depicts a neat scene by introducing and placing furniture such as desks, storage boxes, and trolleys; by presenting detailed pictures, the user's impression is deepened; each photo of the blogger has a sea view outside the room, and she integrates the sea view into her room, making full use of effective things around her to make the whole room alive.

Copy homework: The comment section is the key point. You will find that the comments section asks for the link to the carpet, and the blogger replies with the brand. There are also requests for the link to the health kettle, and the blogger said it is Little Bear Pianlan. It is hard to tell whether it is pushing the carpet or promoting a healthy life. It may be a real promotion. So we can know that when a newspaper article comes out, there must be a reason and logic behind it.

I have emphasized this before. As a blogger, you should maintain your comment area, answer questions about purchasing channels and some brand-related content in a timely manner, so that users can have confidence in their purchases. One more sentence: Zhuang Jun has opened a WeChat public account.

Xiaohongshu Hot Article Home Furnishing Case 2: My 11-square-meter small room has everything, and I don’t go out all day

The popular title of Xiaohongshu: "11 square meters small room" The room is indeed small, but it has "everything", which attracts users' attention and drives users to click, curious about the placement of items and the overall layout of the room.

The cover of the popular article on Xiaohongshu: The cover is a bird's-eye view, which intuitively presents the overall layout of the entire room. The photos are clear, there is no clutter in the room, and it is generally neat and tidy.

Hot content on Xiaohongshu: The blogger introduces the size and material of each object in detail, allowing users to have a clearer understanding of the layout of the objects in the room; the blogger explains the objects and the stories that happened to them, which is fascinating and close to the public; the blogger takes photos of every corner in detail, presenting the layout of the room in more detail.

Copy homework: We may have more or less stories with some objects, and how you will treat those objects in the future. You can write them down to let the public truly know your life and make this note more humane.

04│Xiaohongshu Hot Articles Clothing and Outfits│

Xiaohongshu's popular fashion example 1: Shopping sharing | Autumn sweater collection, this is the campus atmosphere

The title of a popular article on Xiaohongshu: "Autumn sweaters" increasingly highlights the hot word of the season, and "campus atmosphere" tells users that the target audience of the product is young girls. At the same time, it claims that this is a collection of sweaters with a wide variety of sweaters. The title is clear and easy to understand.

The cover of the popular article on Xiaohongshu: The cover features several sweaters and photos, highlighting the theme of the note as a collection of sweaters; the background of the picture is not fancy, and the white wall further highlights the color of the sweater.

Hot content of Xiaohongshu: The blogger introduced the styles and corresponding combinations of five sweaters, grasping the needs of users and solving their matching problems; the pictures were presented intuitively to let users know the true appearance of the products; the product modifiers are all current hot words or some words with high search frequency, which fit the psychology of women.

Copy homework: Be able to organize the current hot words of the product in a timely manner to make the notes refreshing to read. The vocabulary needs to let users know the current functions of the product and truly encourage users to buy it.

Xiaohongshu’s popular outfit case 2: My family, please weld this golden secretary outfit on me!

The popular title of Xiaohongshu: "Kim Mishu" directly points out the product being shared this time, which is straightforward; "Family members" uses contemporary buzzwords to strengthen the connection between the blogger and users; the word "welding" expresses the blogger's strong desire to recommend the product, which will infect users and attract clicks.

The cover of a popular article on Xiaohongshu: the blogger personally auditioned, and the upper body photo showed excellent results, attracting the public; paired with a light-colored top, the overall effect is better; the cover has both full-body photos and detail photos, deepening users' product awareness.

Hot content on Xiaohongshu: Through posing in different dimensions, Kim Secretary is brought to life; the purchase channel and corresponding price are directly stated in the notes, allowing users to evaluate the price here and reduce user time.

Copy homework: When the blogger personally goes on camera to try on the product, he or she should be able to show the product in all its aspects, with as many pictures as possible, so that users can know the product inside and out and thus promote purchase.

05 │Xiaohongshu Hot Articles: Mother and Baby Care│

Xiaohongshu’s popular parenting case study 1: Never buy bath toys for your baby! ! Almost peeling off

The title of the popular article on Xiaohongshu: "Buy bath toys" highlights the theme of the video; the emphasis on the word "don't" highlights that the baby's joy in bathing comes from toys. The title is unique and users are happy to click on it.

The cover of the popular article on Xiaohongshu: The cover is just a high-definition picture that perfectly presents the bathroom scene; the toys are presented in the middle of the picture, and users can directly see the specific toy categories.

Hot content on Xiaohongshu: Take detailed photos of bathroom toys to reduce the sense of distance between users and products; put babies in the video and convey the curiosity and happiness of babies by having them touch toys, thereby attracting the target group.

Copy homework: When publishing product notes, you can attract users by expressing third-party interest in the product, just like in this video, using the baby's subconscious actions to show the source of the baby's happiness, attracting target users to click and watch.

The second popular parenting case on Xiaohongshu: The month-old girl slept through the night in February. The confinement nanny told me these four things I must not do! !

The title of the popular article on Xiaohongshu: "February" points out the time and people for whom this method is applicable, and the target group is clear; "monthly nanny" belongs to a professional group, and these two words increase the credibility and practicality of the note; the emphasized word "must not" makes the title vivid and arouses the curiosity of users.

The cover of the popular article on Xiaohongshu: The big words on the cover highlight "Good methods of a good confinement nanny". The blogger is clearly aware of the embarrassing situation of raising children in modern times and uses several keywords to improve the professionalism of the notes. He also uses "February is noisy, sleep through the night" for vocabulary rhyme to lock in the target group. The cover is a photo of a sleeping baby, using a result-oriented approach to tell users the feasibility of the method.

Hot articles on Xiaohongshu: The methods are practical, without too many flowery words, and easy to use; the content is rich, with a lot of detailed information, and the reading is clear and smooth; taking pictures of the baby's sleeping and awake faces makes the methods more convincing.

Copy homework: When publishing such practical notes, you can present the effects instead of simply telling the methods. You should know that the goals of users who click in are simple, they just want to seek help. Talking about so-called good methods that have no effect is just nonsense.

06│Xiaohongshu Hot Articles Food Category│

Xiaohongshu’s popular food example 1: 10 seconds no-fire fast food! Dormitory party yyds! The last big thunder

Hot titles on Xiaohongshu: "10s" directly hits the modern people's urgent need for short time and high efficiency; "yyds" is a high-frequency word this year, catering to contemporary popularity; "stepping on a big mine" uses novel words and easily arouses users' curiosity.

Xiaohongshu’s popular article cover: The cover only has a high-definition picture of food, allowing users to focus on the food and highlight the theme of the video.

The content of the popular article on Xiaohongshu: The video mainly introduces four major delicacies. There are not many delicacies, but the overall length of the video is moderate; the highlight is that the blogger did not give a good review to the fourth delicacy, but did not recommend it. This is a good way to share the blogger’s true thoughts and deepen the connection with users.

Copy homework: When posting notes, you need to accurately grasp the user's psychology and use the sense of contrast to win the user's trust and support, so that the user will have a mentality that I will only buy under the reasonable suggestions of others.

Xiaohongshu's popular food case study 2: How to cook sweet potatoes, eat them in seconds

The popular title of Xiaohongshu: The word "sweet potato" directly highlights the food role of this note, which is simple and clear; "eaten in seconds" exaggerates the deliciousness of the food and attracts foodies to click and browse.

Cover of Xiaohongshu's popular article: The cover consists of two pictures, a general picture and a close-up picture of the food, using high-definition pixels to intuitively present the deliciousness of the food.

Hot content on Xiaohongshu: The ingredients are simple, and there are only four steps in total, so it’s easy to get started; the photos of the steps are well presented, and you can know the specific methods at a glance; the food photos are clear and appetizing.

Copy homework: Here I still want to emphasize the maintenance of the comment area. Whether it is a good review, a bad review, or a constructive suggestion, we must actively reply and the reply content must be sincere so that users can truly benefit.

When looking at notes like this in the comment section, what can generally be embedded? For example, you can use a point to attract others to come in, and then you can embed air fryers, ingredients, pots and pans into it. ‌‌Users cannot accept sales-oriented thinking and can only accept their own way of exploration.

07│Xiaohongshu Hot Articles Shoes, Boots, Bags│

Xiaohongshu hot article bag case 1: wow, what a great bag! The kind that attracts passers-by to peek

Generally speaking, people who work in advertising or e-commerce cannot accept such a cover, because when they submit the blogger's notes, it is a paid promotion, and there is no information about the brand in the article. Here, Zhuang Jun wants to say that not all notes need to mention the brand. Our goal is to attract sales and let users know about the brand. The focus is on attracting viewers, and then reinforcing product information in the comment section. Comments in the comment section are also part of the note content.

The title of a popular article on Xiaohongshu is: "The kind that flashes so brightly that passers-by peek at it", which is a very vivid metaphor. The word "atmosphere" embellishes the bag well and highlights its characteristics; the word "flash" explains the characteristics of the bag, which is the bling bling that girls like. This word cleverly catches people's eyes and attracts attention.

The cover of Xiaohongshu’s popular article: The cover is very similar to the pictures in the circle of friends, full of the breath of life. Just the photo of the bag, with the night street as the background, further highlights the shiny features of the bag. The cover is enough to make users want to scroll down.

Hot article on Xiaohongshu: Through the model's posing in different postures, the effect of wearing the bag is presented in all directions. It is a roadside scene at night, which is very realistic. And let users know the true appearance of the bag;

Copy homework: The blogger pinned the comment and responded to users in a timely and guiding manner without emphasizing any brand, making the marketing relatively natural. This is quite good, so people feel it is very real after reading the whole article, which is very important. In addition, if there are some negative reviews about returns in the comment section, the blogger also needs to actively maintain it.

Small hits rely on rules

Chinese popular articles rely on emotions

The success of a hit article depends on luck

│Final summary:

The first is that when conducting brand marketing, one must be able to achieve a natural state and give users a sense of authenticity, rather than marketing for the sake of marketing. When launching a brand, one should think more about how to achieve the best results.

The second is to be able to give users pertinent suggestions and think about problems from the user's perspective. When there is a problem with the product, what can the user do and what actions should the blogger take to maintain the relationship. It is not advisable to stay out of it and make yourself active in the comment area.

The third is to be able to take refined notes and present them in detail to the audience's field of vision. You should not talk in general terms, so this requires continuous collection and thinking, and be good at observing and summarizing the detailed strategies of other popular articles, and transforming them to form your own content.

Today’s article is broken down and analyzed based on seven common categories. Each explosive article case has its own unique, exciting and practical content. I hope it can help you who are operating Xiaohongshu.

Author: Zhuang Jun

Source: Zhuang Jun