Xiaohongshu KOL promotion: the secret of popular notes!

As self-media and internet celebrities became more and more favored by capital in 2019, the platforms that carried these internet celebrities and self-media also became very popular. Bringing goods is a key word that cannot be avoided in the platform's traffic monetization.

Today, Xiaohongshu has grown into a unicorn company with 250 million registered users and a valuation of US$3 billion. As a community that started out by relying on UGC, Xiaohongshu has an additional bonus in terms of bringing in goods, which naturally makes it a battleground for brands or internet celebrities.

On Xiaohongshu, as long as you have more than 10,000 fans and more than 50,000 likes and collections, with a ratio of 1:5 or above, you can often earn a lot of money by posting advertising content. However, how to create popular notes to attract fans has become a pain in the hearts of Xiaohongshu operators.

I also joined Xiaohongshu with doubts. I posted 10 notes in 7 days, gained 10,000+ fans, 50,000+ likes, and the exposure of a single note reached 200,000+ . If I follow this trend, I will soon break through the 100,000 fans mark and become a Xiaohongshu KOL. I seem to have figured out Xiaohongshu's routine...

Unfortunately, I was just trying it out at the time, and this positioning did not match my own identity (basically, I used a female identity, but I am a man), so I could only give the account to a friend. The following is my experience sharing on Xiaohongshu in the past few days. If you do the following things well, it will take you quickly from 0 to a big V.

1. Account positioning
2. Preparation
3. How to create hot notes?
4. How to attract fans?
5. How to make money?

1. Account Positioning

A platform often has its own special user genes. For example, if you chat about some entertainment content in the Tiexue Military Community, it will definitely not be welcomed. Therefore, we should have a certain understanding of the platform we are on. This will help us choose the positioning of our own account. Only when it meets the characteristics of this group of users, the content we publish will be more easily accepted by the community.

So what is the gene of Xiaohongshu?

As of January 2019, the number of registered users exceeded 200 million and the daily active users exceeded 10 million, making it the world's largest community e-commerce platform. Among these 200 million users, most of them are women, who are relatively young. They are mainly concentrated in first- and second-tier cities, and most of them are coastal cities . Based on this, we can analyze that the consumption capacity of this user group should be strong.

Source: Analysys Qianfan

Based on the above information you must determine:

1. Content direction:

The content must be targeted at this group of mainstream users in order to achieve higher conversions. For example, travel, food, workplace, etc. happen to be the content that this group of people are most likely to accept.

From the user's perspective, if you, a girl in your early 20s, read very serious military content, I don't need to say much about the consequences, right? So make sure the content you send out is in line with the positioning of this group of users.

2. Focus:

Xiaohongshu is an app that has different faces for different people, which means that whether the content is exposed depends on how many people the platform pushes it to .

If you frequently change the area of ​​your content, for example, food today, travel tomorrow, micro-business the day after tomorrow, outfits the day after tomorrow, and news the day after tomorrow, then this content cannot be clearly positioned by the system and your score will definitely be lowered.

This also means that your content will be less likely to be exposed, so you'd better focus on a certain field. Of course, some highly relevant ones are also acceptable, such as food and travel, beauty and fashion, etc. You just need to use your brain to think about it and you will know whether it is reasonable.

3. Build personal IP:

Your content is seen by others, and if they think it’s good, they will like it and collect it. However, it is not easy for them to follow you. You must have your own IP image, just like the Xiaohongshu data I posted above. You must also present a descriptive image to others and highlight your professionalism in a certain aspect. However, it is often too late to change it when you have achieved a certain level. You can only prepare in advance and set out towards becoming a KOL.

2. Preparation

If you have determined the content direction, let's talk about what preparations to make;

This part is actually very simple, but it is often easily overlooked, so I really need to open a separate chapter to talk about it;

Why are some operators so good? Because they pay special attention to details. This is what I want to say now. If you want your notes to become a hit, the most important thing to do is not just to work hard on the notes, but to start optimizing from the very beginning.

We’re talking about the avatar here, as well as your nickname and even your region;

Your avatar and nickname must be consistent with your target audience. For example, if your target audience is workplace content, then if your name is Tiantian Who Loves Ice Cream, and you put an emoticon in your avatar, wouldn’t that be inappropriate?

This is what we mean. Here is an example:

The name of this author is very good, "A Foodie Who Knows How to Put on Makeup". You can easily understand her positioning: makeup and food. She also used her own photo as her avatar, which is actually in line with this positioning. If she wanted to be more vivid, she could actually use a photo of herself + food, which would be more vivid.

3. How to create a popular note

Every platform has its own rules. Xiaohongshu’s slogan has now been updated to "Find the life you want" . As the name suggests, it hopes that you will share all aspects of your life so that others can find the life they want from your life.

But this does not conflict with the positioning we mentioned at the beginning. It means that you can share more areas, not just food, travel, etc., but you must still focus on a certain area, which is the prerequisite for creating a hit product.

Daily content that is shared from morning to night can be left to ordinary users; other than that , never post content that violates regulations , such as obvious advertisements, content that implies something, content involving copyright, etc. These are all off-limits, so don't touch them; the content we are discussing below must be published within this framework, otherwise there will be no good results.

1. What content should be posted?

There are three content filtering principles:

Tracking

What is the tracking method? When you open the Xiaohongshu page, the default search and the popular list opened on the search page are shown in the following figure.

Please note that hot searches represent the current search popularity of keywords. In theory, if the keywords of your content are also in this list, you will get more traffic and be more likely to be seen.

The second is topics, such as film and television . These tabs represent hot spots in their respective directions, which are also the content that the platform helps to promote.

Because these trending searches are automatically generated by the system + manual intervention, what you see actually represents the official default recommended content, especially the topics, which are more interfered with. It’s absolutely right to follow the first few topics, but please go back to the first point, your positioning must match this topic, otherwise don’t post it.

Another thing I must say is that some topics already have a lot of content under them (click in and you can see how many notes there are under the topic). At this time, don’t post anymore. Even if you do, it will be difficult to grab traffic and you will just be a runner-up.

Ambush

What is an ambush? As the name suggests, planning ahead is a bit like gambling, but it is not a blind guess.

For example, I tested my account and arranged a video compilation of Avengers content before the release of Avengers 4. When Avengers was released, the default hot search on Xiaohongshu was Avengers 4, and my note firmly occupied the top 5 hot search keywords. So this note exceeded 100,000 readings in one day and received a lot of attention and likes;

Based on my idea, you can actually ambush some keywords in advance. Although it is a bit difficult, it does not mean that it is completely impossible. For example, during a certain festival, what to eat or how to celebrate the festival may all become hot searches. Just be prepared in advance.

Segmentation

Segmentation means finding niche and unpopular content under a popular keyword.

Take travel as an example. Travel has always been the mainstream content of Xiaohongshu, and there are countless notes about it. For example, if you post about your trip to Thailand, there are too many posts on Xiaohongshu and it will be drowned out in an instant. Even if the quality of your content is good enough, you may not get the corresponding return.

At this time, we can do some segmentation, such as posting some niche attractions, niche restaurants, or even niche experiences you have visited in Thailand, which often brings unexpected gains. Similarly, under many other keywords, we can do segmentation and niche, although the traffic is not so much, but we can also create hot products;

2. In what form will it be presented?

In short, there are two main content formats on Xiaohongshu: video and text . Text is the most common format on Xiaohongshu, featuring pictures + text, which is more suitable for collection or conclusion.

For example, this kind of comparative evaluation is more suitable

Videos can more clearly reproduce the status of the characters at that time, track learning, and make people concentrate more, and are not as boring as text. They are more suitable for tutorials, sharing daily life, etc.

Video is also the content format that Xiaohongshu strongly promotes at present. According to my actual test, under the same conditions, the exposure of graphic content and video content is higher in video!

So if conditions permit, it is best to choose video.

3. How to create a good content? (The same goes for the video, so I won’t write about it separately)

The most basic thing is to make the best use of things.

If you choose pictures and texts when publishing, it will be the same as the picture below. There are three options in the lower part: "Beautify", "Labels" and "Sticker". Beautification and stickers are not necessary, but labels are a must! ! ! Because these still involve the system's indexing and rating of images and texts, in other words, it will affect traffic.

Beautification and stickers are not unimportant. If the picture is not so delicate, you should still beautify it. After all, the note has been exposed, but what if there are no clicks?

This may be caused by the content not being attractive enough. The most important thing to check is the picture, because it is an important factor in whether or not people can click on it! So the pictures must also be kept beautiful.

Secondly, you can add up to 9 pictures. The first picture is the most important. If the first picture you take is of a person, food, etc., please keep it good-looking. Otherwise, it is best to use a large-character poster, which is also a good form and will supplement the title to a certain extent.

Then click Next, the description and title will appear. Remember our principle of making the best use of everything, and all these things that appear make sense! Be sure not to leave it blank, and secondly, write it as well as possible!

How to write a good title?

The title and content are the most important things in a graphic note! Because this is an important source of search traffic;

How to write a more attractive title?

This has two parts:

1. The title needs to highlight keywords , such as "niche internet celebrity restaurant" and "high-value swimsuit".

2. The title should be interesting or attractive , such as:

• Create suspense: There are 99 ways to wear this scarf?
• For example, direct style: Don’t go to this niche restaurant! It's addictive!
• For example, the question type: How to make stir-fried cabbage delicious?

After writing the title, you can write a separate article if you need to. There is too much to say here, but you have to understand the meaning;

Now that the title is done, let's talk about how to write the content. The content in the picture below can be said to be Xiaohongshu's main content creation method. Content + emoji, when there is a lot of text content, it will not appear so dry. Emojis are a very good seasoning.

The content cannot be too little, the upper limit is 1,000 words, and it must be at least 600 words to be qualified, and the content must be meaningful! ! !

Otherwise there won’t be likes and collections. At best, it can only get people to click in. If the click-through rate is high, but there are no collections or likes, it may actually be downgraded. This is counterproductive.

To summarize: the content must be meaningful, and secondly, it must be as detailed as possible, aided by expressions to prevent reading difficulties.

Topic and Location

The principle is not to leave it blank, so the topic is required , otherwise the content will not be categorized under the topic and the traffic will naturally be gone.

The second thing is location . I don’t know if you have noticed that Xiaohongshu’s recommendations are actually recommended by lbs, so if possible, you should also choose the geographical location, which will allow you to get more traffic.

The first content of the account must be well done

I have tested multiple accounts and found a common point: the first piece of content has a large exposure, even if you don’t have any followers. So everyone must make full use of the advantages of the first note.

If we think about this in reverse, we can get some clues. It is obvious that the official cannot judge your ability without you posting any content, so they can only use the first note to test you. If you perform well, the second note will also get good exposure. Otherwise, the system will ignore you. This is to allow capable UGC users to stand out as soon as possible.

Based on the above principles, can we create a hit product?

Of course not.

Manufacturing basic data

It is obviously not our style to just sit and wait after publishing a note. Our goal is to quickly push it to a hit. At this time, people must manually create some basic data to make the notes move forward, but don't try to increase the volume. Once those fake accounts are identified, your notes will also be affected.

So how is data created? There are two ways at this time:

1. Like someone else's post, then send him a private message and ask him to collect and like your post as well.

2. Join some WeChat groups where people like and collect each other’s posts to help each other;

You don't need a lot of this number, just 10 or 20 will have a certain effect. In this way, after creating some basic data, at least it will exceed some ordinary notes, and wait for the system to release more resources for you. If this condition is met, the data of this note will not be so dull.

Do not edit the content later

Being recommended means that you have become popular or been pushed by the official Xiaohongshu app, etc., and it can be more inclusive. You are ranked in the top few places for a certain word within a short period of time. Although the creation of a hit product has come to an end, the maintenance has just begun. More importantly, you must not modify your notes on a large scale! ! ! Otherwise, your search results will be downgraded instantly and you won’t be able to find your site anymore. Believe me, I’ve learned this myself!

Seeing this, you have almost learned how to create your own hot product. Let me show you the data of my account for one day.

Unstable data

This is normal. There is no fixed value for note exposure. It depends entirely on the quality of the article. The system adjusts the exposure according to the corresponding situation.

So don’t think that because I have a lot of fans, every note I write will be a hit. This is unreliable.

On the contrary, it is normal that each note is not very stable.

4. How to attract fans?

Attracting fans is a science, and just sitting and waiting is obviously unreliable. The following methods of attracting fans can help you;

1. We talked about the creation of personal IP before. If you continuously create content in the same field, it will be sticky and will naturally attract attention. 2. Take the initiative to interact with fans/commentators. Don’t be aloof and interact frequently. In this era, no one is a star themselves. Only by making friends with fans can you go further.

3. What should I do if there are no fans interacting with me? At this time, you need to make some adjustments to the content.

First: asking you to help your fans do something; for example, you share a certain resource, such as nice clothes, nice bags, or recommend something. What if others like it but don’t know how to buy it? Commenting or sending you a private message will generate interaction, but you should not include all the content in the content at the beginning, otherwise no one will interact.

Second: create controversy; there are a thousand Hamlets for a thousand readers. This example illustrates well that people are born with different thoughts and often have different views on the same thing. By using such conflicting topics to interact more with fans, people will naturally become "passers-by turning into fans."

I would like to add one more thing here. The note traffic on Xiaohongshu is continuous, and the life cycle of a note is very long. It may still attract attention, likes and collections after several months, so don’t give up on maintaining previous content and try to respond to every interaction.

5. How to make money

Currently, Xiaohongshu's way of making money can basically be classified into one type, which is posting advertisements. However, there are different forms of posting advertisements, one is the form allowed by the government, and the other is privately sent.

The officially permitted behavior is brand partners. Some time ago, Xiaohongshu cleaned up KOLs and removed nearly 3/4 of the KOLs on the platform. These KOLs were said to have failed to meet the exposure standards, but from another perspective, it may also be due to data fraud. After this adjustment:

First, the KOL entry standard has been raised from the previous requirement of 1,000 or more followers and 1,000 or more note exposures to 5,000 or more followers and 10,000 or more note exposures in the past month.

Secondly, there are stronger management standards for compliant brand partners (KOLs), which means they must sign a contract with the MCN agency designated by the platform.

Thirdly, there is a size limit for MCN agencies. If the number of signed brand partners is less than 10, the agency will be disqualified.

Although this purge made the kols who were cleared out very unhappy, the remaining kols were very happy and the quotations continued to rise.

The people most affected are of course the KOL group that has been cleared out. Being excluded from the brand partner system means that they are left with only two options: not making any money at all, or taking private jobs at the risk of having their accounts blocked. The specific scene can be compared to the large number of express drivers with non-Beijing license plates who were blocked from the Didi platform due to new regulations.

The official form of cooperation is relatively simple: after passing the real-name authentication, you can apply to be a brand partner on the My Page of the APP. The current requirements are: 5,000+ fans, and the average exposure of content notes in the past month must be higher than 10,000. Once your application is approved, you can accept advertising through the brand partner background on your computer. This behavior is officially allowed and has been reported in the background. It will not be restricted or blocked.

Private forms: This type is cracked down by the platform. If discovered by the platform, the platform may impose restrictions on traffic and delete notes at the very least, or even ban the account at the worst. The risk is relatively high. Although lack of supervision may mislead consumers, the actual problem may be bypassing the platform to collect money, which is the biggest problem because someone has touched the platform's cheese.

This article ends here. Based on the above content, you can definitely stand out from the little sweet potatoes. In addition, after the new regulations, can newcomers still do it? I think it is an opportunity instead. After the blow, the KOLs will leave and the competition will be less intense, which makes it fairer. Signing contracts and making money is certainly not a problem. Gold will shine sooner or later, right?

Related reading:

1. Do you know the operation and promotion strategy of Xiaohongshu?

2. There are 7 ways to promote on Xiaohongshu. Have you ever made a mistake?

3. For promotion on Xiaohongshu, just read this article.

4. Xiaohongshu promotion: Xiaohongshu user growth methodology!

5.How to promote on Xiaohongshu? 2 program steps!

6.4 major strategies + 7 major skills, a comprehensive interpretation of Xiaohongshu promotion strategy!

7. It only takes 3 steps to attract traffic and promote Xiaohongshu!

8. Xiaohongshu promotion: Xiaohongshu’s growth path from 0 to 100-200 million users!

9. Complete Xiaohongshu traffic promotion plan!

10. Xiaohongshu promotion method | Is the grass-planting list still credible?

11. Xiaohongshu Promotion: After cleaning up the KOL, can we still “plant grass” well?

12. Xiaohongshu promotion strategy, big data + 3 major strategies!

13. Xiaohongshu promotion skills and operation strategies!

14. Xiaohongshu promotion tips: How to operate a Xiaohongshu account?

15. Xiaohongshu “cleans up KOLs” and content e-commerce reaches a crossroads!

16. Xiaohongshu’s promotion strategies and methods!

17.What are the ways to promote Xiaohongshu?

18. What is the promotion method of Xiaohongshu? How to promote Xiaohongshu?

19. How can advertisers use Xiaohongshu KOL to promote Xiaohongshu?

Author: Skycitys

Source public account: Mr. Elk Sky (ID: milusir94)