Xiaohongshu promotion: Xiaohongshu user growth methodology!

Let me first talk about my own achievements: I created 2 Xiaohongshu accounts with over 10,000 followers from scratch in 7 days, and these two accounts were upgraded from Kunkunshu (the lowest level) to Jinguanshu (the highest level).

I accomplished this using three main methods . Today we will talk about the first method to increase Xiaohongshu’s user base : in-depth understanding of Xiaohongshu’s users.

Before I started posting content on Xiaohongshu, I conducted an in-depth analysis of Xiaohongshu's user portraits and its various functions, and searched the Internet for articles introducing Xiaohongshu . Only after I had a comprehensive understanding of Xiaohongshu did I begin to plan my own Xiaohongshu account.

01. Xiaohongshu’s positioning

When entering a "battlefield", you must clearly define the positioning of this battlefield . Only by knowing yourself and the enemy can you win every battle. After clarifying the company's positioning, you must continue to follow up on the company's positioning , because a company's positioning may change based on strategic adjustments.

The best way to understand a company's positioning is to visit their official website.

Entering the official website of Xiaohongshu, we can know that the slogan of Xiaohongshu is "Mark my life." Now the main concept promoted by Xiaohongshu is: " Find the life you want ."

If you have paid attention to Xiaohongshu’s official website before, you will know that Xiaohongshu’s main promotion before was “Mark my life” , but now its main promotion concept is: Find the life you want . This actually implies that Xiaohongshu expects users to find the life they want in Xiaohongshu.

So, as an account owner, what we need to do is to create content that caters to the concept promoted by Xiaohongshu’s official account: show off our beautiful life.

02. User portrait

Let's first look at a set of data:

Gender distribution of Xiaohongshu users (data from: talkingdata)

Age distribution of Xiaohongshu users (data from: talkingdata)

Regional distribution of Xiaohongshu users (data from: Baidu Index)

Looking at the above data, we can see that 70% of Xiaohongshu’s users are female users, users aged 19-35 account for 80% of the total number of users, and users are mainly distributed in first- and second-tier cities.

After we have a general idea of ​​the user portrait, we may want to learn more about what the users of this product are interested in, or even want to know what accounts we can benchmark against. So how can we get the information we want?

Let me first give you 3 ideas to solve the problem.

The first idea is: look at the official recommendation.

As an operator, I would stand as if I were the content operator of Xiaohongshu. In order to increase the activity of Xiaohongshu users, I would plan some hot topics based on the Xiaohongshu data I have.

Being such a smart person, you will definitely guess: go and read the topics officially recommended by Xiaohongshu . Get to know Xiaohongshu users better based on the popularity of the topic. Please see the picture:

Xiaohongshu Topics

We can see that the official of Xiaohongshu will give some recommended topics. We can sort out these recommended topics, record the attention data of these topics, and then use them for reference when we create content in the future.

The second idea is to look at the JD of official content operation.

The picture below shows the job requirements for the Xiaohongshu Community Category Operations Manager that I found on Boss Direct.

Let’s highlight the key points that are relevant to us :

1. Leverage the production of UGC video content on the site

2. Discover and cultivate Xiaohongshu’s featured bloggers

We can get two pieces of information from this JD: First, Xiaohongshu wants to increase UGC video content and cultivate KOLs. So when we are working on Xiaohongshu, can we make videos based on Xiaohongshu's users instead of text? Can we build a personal IP matrix instead of standing in front of the public with the image of a company?

The third idea is to find products with user portraits similar to Xiaohongshu and learn from KOLs who have the same positioning as you.

80% of Xiaohongshu’s users are female, and most of them are from first- and second-tier cities. So can we find a similar product to find more suitable KOLs and topics to learn from?

Let’s take Tik Tok as an example.

Gender distribution of Tik Tok users (data from: talkingdata)

Age distribution of Tik Tok users (data from: talkingdata)

Regional distribution of Tik Tok users (data from: Baidu Index)

After looking at the above data, we found that Douyin’s user portrait has many similarities with Xiaohongshu, such as:

1. The users’ ages are basically the same

2. In terms of geographical distribution, Guangdong has the largest number of users

We can look for accounts on Douyin that are similar to ours and learn from them based on our own positioning.

03. Find a big account to learn from

When we first enter a battlefield, we may want to find some big names to learn from. But I don't know where to start.

Let me provide you with a solution to the problem:

Everyone, recall whether you have had this experience: you keep watching a certain type of content on a certain website/APP, and this website/APP will crazily recommend to you the content you like.

Then let’s think about it in reverse: since these websites/APPs will make recommendations based on the content we like, let’s take advantage of this and act.

First, we use the search function to find some accounts that we want to benchmark.

Secondly, we train the algorithm of this website/APP. We specifically like/comment/collect the accounts that we like/want to benchmark.

Finally, I wait for the website/APP to recommend the big size I want.

After finding these big accounts, your work is not over yet. In fact, you can do more things: such as recording the topics and data of these popular videos/texts. Analyze these popular products from multiple dimensions and find out the common points for your own use.

Thank you for reading this far. If you like this article, please share it with your friends.

Source: Operation Guide