Xiaohongshu marketing promotion, 13 tips for hot-selling notes!

In January 2019, the number of Xiaohongshu users exceeded 200 million. It has now become a mainstream e-commerce platform for young people and a favorite place for many businesses.

On Xiaohongshu, users share and record every detail of their lives through short videos, pictures, and text notes. Merchants mainly promote their products through videos, pictures, and text notes in different forms to gain exposure and generate sales conversions.

It is basically a process from cognition - interest - purchase.

Therefore, the key to using Xiaohongshu well is to take good notes.

If you have deep pockets, be prepared to spend. You can start by laying out a large number of notes from amateurs and brand accounts, then sign contracts with celebrities to use the celebrity notes to trigger conversions, and cooperate with a large number of notes from top and mid-level experts.

This would cost at least tens of millions.

Most people certainly can’t afford it, so most of them operate the official account to post notes, find some amateurs to spread the word, and occasionally add some notes from experts.

So how do you take notes?

First of all, you must first understand the three points of " what the channel is, who the target audience is, and what content to produce ." If you don't think carefully about these three basic points, the effectiveness of taking notes will be greatly reduced, and you may even get the direction wrong!

channel:

80% of Xiaohongshu's active users are women, mainly from first- and second-tier cities. 70% are white-collar workers, civil servants, and students born after 1990. They have stable careers, strong spending power, their own consumption opinions, like to share, and yearn for a good quality life.

In addition, for this user group, Xiaohongshu's official positioning is to provide young girls who love beauty with relevant guides, hot news and user experience sharing on fashion, skin care and lifestyle.

Currently, Xiaohongshu’s content covers 18 hot topics including fashion, skin care and makeup, sports and fitness, food, travel, celebrities, etc., all of which are closely related to the lives of young girls.

Target group:

Young girls in first- and second-tier cities and young girls born in the 1990s who love beauty pursue a healthy and quality lifestyle.

Notes:

When taking notes on Xiaohongshu, Lao Zei roughly divided the content topics into three categories.

1) Focusing on official topics, split and extend topic keywords and integrate them with your own content.

For example, fitness content can be extended to include fitness tips, practical inventory, methods and tricks, personal experience, quick shortcuts, advice from health experts, popularization of professional women's health knowledge, sharing of fitness product experiences, etc.

2) Own brand content, integrated with topics.

For example, product features, brand dynamics, holiday promotions, brand values, product efficacy, usage methods, tips, special uses, user guides, user experience, etc.

3) Hot topics.

Relevant hot news in all the above categories, and related content planning based on the hot topics.

We can make content plans, do table statistics, and then test different forms of content. Lao Zei personally recommends practical knowledge, product review experience and conscientious recommendations, which are reliable!

Okay, now that you know what the channel is, who the target audience is, and what content you want to create, how can you get more exposure, more clicks, and more conversions for your notes?

Lao Zei will recommend some more tips to you, all of which are derived from the analysis of popular notes.

01

Notes first picture

There is no doubt that the quality of the first picture of a note directly determines the click rate of the note.

On the one hand, the first picture needs to be eye-catching, realistic, and preferably have a certain sense of design; on the other hand, the style needs to be consistent with the brand tone and form a long-term identification symbol.

For the first picture, Lao Zei recommends 3 methods:

1) Use words to highlight the topic so that you can see the highlights at a glance.

2) Real people/objects/scenes appear on screen, which is truly eye-catching.

The effect will be better if the scene can form a contrast, have visual conflict, or the characters are good-looking.

3) Combining the first two will have cumulative effects.

02

Note Title

There is no need to explain the importance of titles in Xiaohongshu. On any social content platform, titles are of paramount importance.

Currently, the maximum number of characters allowed for a title on Xiaohongshu is 20, including punctuation marks, but Laozei recommends that the first 10 characters should be enough to attract users.

For example: OMG devil Li Jiaqi must buy lipstick list, vomit blood sorting!

The note title needs to directly highlight the theme and emphasize the benefits, so that users can immediately look forward to the main content. Various symbols or modal particles can be added appropriately. On Xiaohongshu, you must get used to adding symbols, which seems to be a culture here.

In addition, be sure to include the subject keywords in the title, so as to increase the recommendation volume and search exposure of the note. How can a keyword that no one pays attention to have traffic?

For the title of the note, Lao Zei also recommends 6 methods:

1) Create suspense and arouse user curiosity

2) Use analogies to stimulate user interest

3) Emphasize the effect and highlight the attraction

4) Emphasize convenience and stimulate user desire

5) Put the label in front to quickly attract attention

6) Amplify KOL/celebrity effect

Note: The copywriting method for the title can also be used for the first image copywriting.

03

Notes

After users are attracted by your title and header image, they are eager to see the expected content quickly. Therefore, don’t write too much content in the main body of your Xiaohongshu notes. This is a platform that focuses on promoting content, not a content information platform.

Here are some suggestions for you:

1) Keep the number of words in your notes within 800. Keep them concise and clear in paragraphs. Don’t try too hard to optimize the text. Keep it real and natural. It’s okay to have a few typos occasionally. There are also various emoticons. Use them more often to better fit the atmosphere of the Xiaohongshu community.

2) Like the title, keywords should be emphasized several times for the same purpose, which is to increase recommendations and search exposure.

3) In terms of content writing, as mentioned before, we should extend the content around the mainstream topics of Xiaohongshu. Hard advertising can only rely on strong promotion. If we want the content to get more exposure and likes and collections, it still needs to bring actual value to users. Tutorials, reviews, practical information, and conscientious recommendations are more popular.

The tone should be approachable, creating a feeling of heartfelt sharing and exchanging experiences. No one will talk to you about product experience with a lot of carefully crafted copy, right?

4) Finally, be sure to add hot topics related to your topic in the main text, and mention more @ experts or official accounts. This will increase exposure on the one hand and increase interaction on the other. This is actually the same principle as Weibo operations.

Okay, that’s all I have to share about the tips for making popular notes on Xiaohongshu.

If you find the article helpful, please share it with your friends or colleagues, maybe it can help them.

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Author: Mumu Old Thief

Source: Mumu Laozei