Xiaohongshu keyword optimization and promotion marketing skills!

The rapid development of Xiaohongshu has diversified the communication channels. For advertisers, this is both a major opportunity and a considerable challenge. The key lies in the correct selection of Xiaohongshu promotion channels.

Product traffic has always been a basic part of brand owners' promotion on Xiaohongshu. As a channel for bringing goods and planting grass that cannot be ignored in corporate brand marketing, how can we better utilize the Xiaohongshu platform rules to promote Xiaohongshu and achieve the triple harvest of brand, reputation and sales?

If you want to promote on Xiaohongshu, first we need to understand the positioning of the Xiaohongshu platform:

1. Social media first, e-commerce later

2. Immersive social model based on UGC model

Xiaohongshu consists of three parts: "UGC word-of-mouth sharing community", "self-operated cross-border e-commerce", and "third-party brand authorization/direct operation".

It has a large number of female fans, with an age distribution concentrated between 20 and 40 years old. Most users are distributed in the economically developed Beijing, Shanghai and Guangzhou. They have strong recognition and purchasing power and are less sensitive to prices.

Based on these positionings, we only need to figure out two points to avoid worrying about promotion difficulties.

On Xiaohongshu, what kind of content will be defined as high-quality content? What are the dimensions of measurement?

This is not difficult to understand. Xiaohongshu measures the quality of content by whether the notes are real, interesting and useful, and whether they can stimulate user interaction.

In addition to the content itself, it also includes:

The setting of the cover, whether the cover image is high-definition and eye-catching

Coverage of keywords and tags, comprehensive tags to improve exposure, precise keywords to fit user search habits

Commenting, collecting, liking and forwarding are the most intuitive way to measure whether the content has created value.

The Basics of Xiaohongshu Keyword Ranking Optimization

1. Picture home page

The pictures must be originally taken, the homepage must be attractive, simple and clear.

The first picture is very important for the homepage to attract people. In today's society, people value appearance, so the facade must be well done. Then combine it with some appropriate technical improvements and other data improvements.

This will naturally attract other people to watch.

Of course, the content must also be eye-catching.

2. Title Optimization

The title is an important basis for whether you can be searched.

The title is very important. If the homepage is the facade, then the title is a stepping stone. Do not underestimate the role of the title and do not name it casually, because the system will recommend it to search users based on your title, which is very important to the chance of your notes being searched.

3. Keyword layout and content optimization

Each article topic revolves around only one keyword

Users search for the content they want through keywords, and when Xiaohongshu collects notes, it only collects the keywords at the beginning and end. If the keywords of the notes are arranged reasonably, then its ranking will be at the front. The higher the ranking, the more people will read it. Over time, the ranking will naturally get better and better.

The notes must be highly professional, and the shared notes must have highlights and be valuable, and really bring more or less help to the users who read the notes. In this way, the notes written are rich in content and practical in methods, and the ranking of the notes will definitely not be low.

4. Label Optimization

The system will recommend it to users who frequently read these keywords through tags. For example, if you recommend a facial mask, the system will automatically recommend it to users who like skin care. So increase the distribution of tags in your notes, which affects the amount of reading of your notes.

5. Account weight optimization

Account weight is closely related to the number of fan reads, likes, collections and notes. The higher the level, the better the account weight will be than the low-level account, so naturally the notes will be ranked at the front.

Technical optimization of Xiaohongshu ranking keywords

Once you have good copywriting, you can further improve your rankings and data based on this. There is a certain amount of reading and popularity accumulated in the early stage, which allows for steady progress in the future.

Xiaohongshu ranking rules and algorithms

To be honest, it is very simple to rank on Xiaohongshu. As long as your notes on Xiaohongshu have search click-through rate, double-click like rate, and comment rate, your ranking will rise. Among these factors, the most important one is the click-through rate. The higher the click-through rate, the higher the ranking.

Here is a formula for everyone

Number of clicks on Xiaohongshu notes/number of searches for Xiaohongshu keywords = click-through rate of Xiaohongshu notes

The click-through rate of Xiaohongshu notes = the number of clicks on Xiaohongshu notes/the number of searches for Xiaohongshu keywords. This is the core algorithm for Xiaohongshu keyword ranking. The other double-click like rates and comment rates also follow the same algorithm.

How to plan a highly effective promotion after having high-quality content?

1. High-quality KOL selection

Filter high-quality weighted accounts, and select Xiaohongshu influencers who are highly consistent with brand product labels according to the blogger's areas of expertise and fan base. The loyalty of their accumulated fans is much higher than that of influencers with low matching, and it is easier to generate fission value during the promotion process of Xiaohongshu.

Celebrity KOL hot-selling recommendations: First, a celebrity initiates product trial sharing, then uses the fan effect to spread it across multiple nodes, and finally creates a celebrity product that becomes a hit on the entire network.

Internet celebrities jointly dominate the screen: Several high-powered Internet celebrities and bloggers promote a certain tag on Xiaohongshu at the same time, instantly increasing the popularity of brand product keywords and becoming "Today's Recommendation".

Evaluation of influencers’ promotion: A large number of influencers spread out, forming a situation where users drive other users.

2. Deep processing of content

Accurate content classification

Tag keywords according to the content of Xiaohongshu notes, optimize the layout of the same keyword and long-tail keywords, keyword title writing and word selection strategy (low competition + super precision + large traffic are given priority).

Content planning

There are three main types of special planning on Xiaohongshu

① Plan special topics for popular phenomena on the Internet

② Make special plans for native content

③ Make special plans for foreseeable major events

3. Master the recommendation mechanism

We delve into the official recommendation mechanism of Xiaohongshu and become familiar with the rules of the platform. We improve the success rate of product recommendations by doubling the time of release, data, content, account number, etc., to ensure efficient and high-quality input-output.