The new traffic code for Xiaohongshu promotion in 2022

Hot articles are the floodgates that open the traffic of Xiaohongshu , and are the goal and bottleneck of every operator.

The value of a hot article lies in its scarcity and explosive power. It does not appear out of thin air, but it also does not go untraceable. Read more, analyze more, summarize and think more, combine it with the underlying logic of the content villa, and finally output it in a timely manner to achieve unity of knowledge and action.

Gradually, you will develop a "sense of a viral article", that is, as soon as you write a note, you will have a hunch whether it will become a hit. This is the accumulation of years and months in your brain. What you need to do is to "write a normal note first using the standard for creating a viral article."

Good content is not about how much you learn, but whether it can directly change your behavior after reading it.

I hope that after reading this article, everyone will take action regardless of the results achieved. Once you have achieved your results, you can also post them in the group to communicate with group members about your progress.

1. All products can be cute pets, and carry dry goods in between

1. Xiaohongshu's popular pet case 1: I almost killed my cat by accident

Xiaohongshu Hot Article Title :

I almost killed my cat by accident.

"Accidentally 'caused' loss of life". This kind of title itself will arouse fear and curiosity among cat owners, because life is very fragile and irreversible. Users will want to know whether they will have the same behavior and the same result as the blogger.

To summarize the formula of this title: unintentional mistake + irreversible ending

Original place sentence:

After doing this, if I’m not careful, I’ll never see my dog ​​again…

Xiaohongshu Hot Article Cover :

The layout of the cover of this note is different from that of the blogger's homepage cover, and the differentiation is immediately apparent. At the same time, the four obvious words "Must be vigilant" in the form of a large-character poster, combined with the blogger's expression and subtitles, also achieve an attractive visual effect.

Xiaohongshu hot article content :

The content combines the cat's own personal experience and acquired knowledge to output practical information, which has authenticity and a sense of story. At the same time, it also plays a "lightning avoidance" effect and has a strong altruistic nature - although it is a very ordinary and tiny action, it can cause great harm to the cat.

In order to avoid being like me, you must not xxxx..

Copy homework :

Content that has personal experience and a sense of story will increase authenticity. After all, people like to listen to stories.

When producing content, you can combine practical information with products. The core idea is "when encountering difficulties, things get better through something (in the form of practical information)".

This type of lightning protection notes can be smoothly integrated into the product, allowing bloggers to mention the product's effects or some after-sales precautions.

Make users feel that what they buy is not just a product, but peace of mind and security.

2. Xiaohongshu’s popular pet case study 2: Your family doesn’t allow you to keep a cat? Then tell them the truth.

Xiaohongshu Hot Article Title :

Your family doesn’t allow you to have a cat? Then tell them the truth!

This type of title can be divided into two parts: "My family doesn't allow me to keep a cat" is the first part, which shows the contradiction - you who keep a cat vs. your family who doesn't allow me to keep a cat;

"The truth" is the second part, which tells the debunking of rumors.

The ultimate goal is to resolve the conflict - to get the family to agree to keep a cat.

To summarize the formula of this title: Contradiction + Solution

Original place sentence:

Your boyfriend doesn't allow you to have a cat? (contradiction) + just tell him these benefits (solution)!

Xiaohongshu Hot Article Cover :

The cover is simple and direct, and not exquisite, but the content in the form of a big-character poster directly points out the pain points in the form of questions, achieving the effect of attracting the target audience.

Xiaohongshu hot article content :

If there are conflicts, they must be resolved. Those who have watched the first part have already clicked on the video. The content is in the form of refuting rumors. The content is concise but very down-to-earth. I believe this is also what most users have experienced.

After debunking the rumor, a solution was provided. The time control saved users’ time and enabled them to gain knowledge points.

Copy homework :

When creating videos on knowledge points, you can speed up the length appropriately to give people the feeling that "it's over before they can see it clearly", and take advantage of people's fear of losing, so they may collect it first.

When raising a pet is not just a one-person thing, many conflicts will arise, such as yourself vs. family members, boyfriend/girlfriend vs. yourself. The core of this type is to point out the conflict and then provide a solution.

2. The reversal from ugly to beautiful, with useful information in between

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

Xiaohongshu Hot Article Title :

As long as the cover is ugly enough, men will leave

Whether it is a blogger or an operator who is creating a note, they will habitually use the pain points or corresponding advantages of the product as the title, but users will feel tired of seeing this too much. The ingenuity of this note lies in the reversal.

By utilizing the behavioral trajectory of "swiping away when seeing something ugly", you can arouse boys' curiosity. Secondly, the real target audience is girls, who will think "If the cover is ugly and you will swipe it away, what is the content behind the cover? (Is it a counterattack?)" These are note titles that are likely to arouse curiosity.

To summarize the formula of this title : Negative effect + behavior

Original place sentence :

As long as I don’t say it (negative effect), others won’t know that these software can also save money (behavior)!

Xiaohongshu Hot Article Cover :

If the bare-faced photo is used well, it can achieve a comeback; if it is used poorly, it can lead to failure. However, if combined with an attractive title, the most direct way is to capture people's curiosity.

In fact, most girls are actually bare-faced.

People will get tired of exquisite header images with uniform layout, and will also pursue realism and a more lifelike feel. Xiaohongshu also advocates reality.

For users, this type of cover will be connected to two words - "counterattack or overturn", which will attract them to swipe right to see the specific content.

Xiaohongshu hot article content :

The conflict between beauty and ugliness is a form of content that can arouse curiosity.

Opening the note, you will see pictures of the before and after makeup, with obvious contrast and strong authenticity.

Unlike applying makeup to the entire face, the blogger shows each step of makeup in the form of "close-up + text explanation". Users can see more detailed makeup techniques and can also do it by following them.

Copy homework :

This note has three key points that make it a popular article: curiosity, opposites (male psychology and female psychology), and practical information.

As mentioned before, if an article has 3-4 key points in its content creation, it could be a hit. What we need to do is to combine these points.

From the authenticity of the pictures and texts, the novelty of the titles to the practicality of the content, when creating notes, you might as well try using real pictures as the cover, with clear specific content steps and obvious effects, such as makeup tutorials and hairstyle tutorials.

You can integrate products (eye shadow, powder, eyebrow pencil, etc.) into the tutorial to increase the collection value.

2. Xiaohongshu's popular beauty makeup case 2: I get stopped every time I go through security check. Is there really a big difference after putting on makeup?

Xiaohongshu Hot Article Title :

I get stopped every time I go through security. Is there really a big difference after putting on makeup?

As we all know, security checks will conduct facial recognition, and being stopped means that you are “like two different people”, and the word “every time” indicates the frequency and persistence of the situation, not just being stopped once.

The form of the title also directly points out the big difference between before and after makeup, which aroused everyone's curiosity.

To summarize the formula of this title : real situation + contrasting question

Xiaohongshu Hot Article Cover :

When seeing the photos of her without makeup, everyone will be curious about what kind of changes she has undergone and why she will be stopped by security.

Xiaohongshu hot article content :

Short, fast content, which contains a lot of content or causes a huge reversal, will have a great impact on users. One is the fear of losing, and the other is the fear of being surprised.

Surprising content can stimulate users' desire to leave messages and discuss.

For example, the sentence in the front row of the comments, "The clothes I'm wearing suddenly look good," is also the highlight of this note.

Copy homework :

If you want to do this kind of promotion on Xiaohongshu and embed clothing or makeup products, you can choose bloggers whose faces look very different before and after makeup. Such a contrast will inevitably attract interaction from Xiaohongshu users. Then provide guidance in the comment section.

3. Provide problem solutions for specific groups of people

How to understand a specific group of people?

In terms of social status, there are students, office workers, and mothers; in terms of age, there are teenagers, young people, and middle-aged people; in terms of needs, there are makeup, saving money, and learning knowledge...

Although the basis for classification is different, it is actually very simple. It is easy to understand by adding a prefix "will not".

For example, people who “can’t” put on exquisite makeup, people who “can’t” decorate an exquisite room, people who “can’t” take good care of their children, people who “can’t” save more money, people who “can’t” improve time efficiency…

This "can't" + behavioral action is a pain point for the crowd. If your notes can provide a solution and cover a wider range of specific groups of people, the greater the probability of it becoming a hit article.

1. Case 1: How to wear hairpins to look good? The correct way to open 4 idol hairpins

Xiaohongshu Hot Article Title :

How to wear hairpins beautifully? The correct way to open 4 idol hairpins.

Although accessories are small, they are an indispensable part of fashion wear, and if used well, they can be the finishing touch.

Many people like to learn the little ideas of idols in matching hairpins, and the title gives the correct way to open 4 types of idol hairpins, correctly grasps the fans' needs, "how to wear it beautifully", and also points out "how to wear it beautifully", so the fans want to learn how to wear it beautifully.

Xiaohongshu Hot Article Cover :

To a large extent, such bloggers have a strong IP nature if they have an exquisite cover with uniform layout. That is, you can tell at a glance that the content is produced by this blogger. If the blogger himself has strong content output capabilities, it will undoubtedly be a plus.

Xiaohongshu hot article content :

The video content is lively and interesting, comparing the ways and effects of wearing hairpins by ordinary people and idols. It is very practical. After watching it, even if you don’t have the same hairpin at the moment, you will collect it first and come back to review it when necessary.

At the same time, the blogger's language is vivid, such as the frequently appearing "Ani ya", which is impressive and increases the interactivity of this note.

Copy homework :

If the account wants to be IP-oriented, an exquisite and unified cover is essential. Combined with the expressive ability of the IP itself, it will be more vivid.

Compared with the rigorous and boring lecture style, people prefer to learn in a cheerful pace.

2. Xiaohongshu's popular parenting case 2: The confinement nanny told me these four things I must not do when I was in February and slept all night.

Xiaohongshu Hot Article Title :

The confinement nanny told me that I must not do these four things

"February" points out the time and people this method is applicable to, and the target group is clear;

"Yuesao" is a professional group of people, and the two words increase the credibility and practicality of the notes;

The emphasis on the word "must not" makes the title vivid and arouses the user's curiosity.

Xiaohongshu Hot Article Cover :

The cover highlights "Good methods for a good confinement nanny" in large letters. The blogger clearly knows the embarrassing situation of raising a baby in modern times and uses several keywords to improve the professionalism of the notes;

It also uses the rhyme of "February is noisy, sleep all night" to lock in the target group;

The cover is a photo of a sleeping baby, which tells users the feasibility of the method in a result-oriented way.

Xiaohongshu hot article content :

The method is practical, without too many fancy words, and easy to use.

The content is rich, with a lot of detailed information, and the reading is clear and smooth;

Take pictures of your baby's sleeping and awake faces to make the method more convincing.

Copy homework :

When publishing such practical notes, you can present the effects instead of simply telling the methods how they work. You should know that the users who click in have simple goals and are just looking for help. Talking about so-called good methods that have no effect is just nonsense.

3. Case 3: Double the storage space of the wardrobe. Full record of wardrobe transformation

Xiaohongshu Hot Article Title :

Double the storage space in your wardrobe! ️Wardrobe transformation full record

"Storage" is a problem that bothers many people, that is, people who don't know how to store. "Double" directly points out the result, and the full record improves the user's viewing experience.

Xiaohongshu Hot Article Cover :

The video cover directly displays the result after storage, and lists the content of the video, the comparison before and after the transformation, and precautions to increase the user's viewing rate.

Xiaohongshu hot article content :

It uses a full record method, which is more detailed and intuitive. It also considerately marks the time periods of different contents to enhance the user's viewing experience. It also uses contrast techniques to emphasize the importance of "storage", allowing users to empathize and increase the collection rate and likes.

4. Daily cover with useful information in the middle

1. Case 1: It’s amazing after one cut! Beautiful Rose Window Slice Cookies

Xiaohongshu Hot Article Title :

It's amazing after one cut! Beautiful Rose Window Slice Cookies

The adjective "stunning" can directly point out the content. The "Rose Window" sliced ​​biscuits make people feel attracted just by reading the text. After all, special things can always attract attention and attract users' clicks and likes.

Xiaohongshu Hot Article Cover :

The content of the picture highlights the amazing title. The super beautiful cookie results are eye-catching and attract users to click on the video to watch.

Xiaohongshu hot article content :

The video content is exquisite and comfortable, with proper shooting techniques, rich colors, and detailed methods of making cookies. With appropriate music, people will unconsciously watch it and want to make it themselves.

2. Case 2: Personally tested... What kind of magic eyebag pen is really thin and easy to use

Xiaohongshu Hot Article Title :

Personally tested...this magical eye bag pen is really thin and easy to use!

“Personal testing” increases authenticity, and “What kind of magical eyebag pen is this” leaves suspense, attracting users to click and browse.

Xiaohongshu Hot Article Cover :

At first glance, it is a casually posted picture and the product is clearly visible, but when combined with the title, people's curiosity is aroused.

Xiaohongshu hot article content :

The pictures not only show the color test, but also the effect on the face, which increases users' search for products and increases their desire to buy. The copywriting "The same long and thin eyeliner as Sister Ju" also increases the attractiveness of the product.

5. Speak to the people around her and include useful information

In addition to talking about emotions when we talk about the underlying logic of popular articles, we also involve resonance. Resonance means that it is not a single relationship. There is our target group, and there are also people who have close relationships with the target group, such as mother-in-law, or boyfriend/husband.

On the surface, it is for them to see, but in fact, the people who see it are mostly our target population, which has a bit of the flavor of "saving the country in a roundabout way".

At this time, if we combine contradictions and oppositions with practical content to arouse emotional resonance and reflect value, it will not be far from becoming a hit.

1. Case 1: 42-day confinement meal - just post it in the kitchen and follow the instructions. Do you still need to go to the confinement center?

Xiaohongshu Hot Article Title :

42-day confinement meal - just follow the instructions in the kitchen and eat accordingly. Do you still need to go to the confinement center?

Going to a confinement center is undoubtedly a big expense, but there is an article like this that you can save a lot of money and improve the relationship between mother-in-law and daughter-in-law by just following the instructions. Will you click on it? I think so.

The tangible money savings and intangible relationship management are very attractive.

Xiaohongshu Hot Article Cover :

The cover title and the text title are the same, and the identity word "mother-in-law" is emphasized. The scene entry point of this note is the sense of substitution of a new mother during the confinement period and the relationship between the mother-in-law and daughter-in-law.

It takes into account the unstable emotions of a girl during the confinement period, and different mothers-in-law will have different reactions.

Xiaohongshu hot article content :

What is the emotional point of this note? ——Show it to mother-in-law.

This is the key point. The relationship between mother-in-law and daughter-in-law has been a contradiction since ancient times. When I opened the comment section, all I saw were complaints from new mothers about their mothers-in-law, such as "The mother-in-law doesn't care whether you have had a good confinement period, she only cares about whether the baby has milk to drink."

The more comments and likes there are in the comment section, the easier it is to get recommendations on the Xiaohongshu platform, which is also a trigger for a viral article.

Moreover, the pictures contain a lot of practical information, which is a guide to postpartum meals, so they will also be collected a lot.

2. Case 2: It smells really good! Let your boyfriend learn how to make beef cubes with garlic mushrooms

Xiaohongshu Hot Article Title :

It smells really good! Let your boyfriend learn how to make beef cubes with garlic mushrooms

Instead of asking you to learn it, you ask your "boyfriend" to learn it.

For a girl in love, her boyfriend is the person around her. Seeing someone who can manage a romantic relationship will inevitably arouse curiosity and yearning.

Xiaohongshu Hot Article Cover :

The cover is a picture of appetizing food. Food notes should focus on the overall color and refinement of the food. A large poster-style title will ruin the aesthetics.

Xiaohongshu hot article content :

This is a product recommendation note for a food tutorial published in the name of a boyfriend. The link is pinned to the top of the comment section. It is a standard template for a popular food article.

Whether it is the layout of the text or the content displayed in the picture itself, there are detailed steps, strong operability, and high collection value.

The comment section is an invisible transaction place.

The blogger promptly answered the questions about the kitchen utensils used and the purchasing channels, and users would consciously search for them, thus completing the brand traffic diversion.

Users cannot accept sales thinking and can only accept their own way of exploration.

6. Become an emotional guide and manipulator

Emotions are the six basic emotions of a person: happiness, sadness, fear, anger, surprise, and disgust. They are subjective feelings. If the content of a note can amplify an emotion or even maximize it, whether it is positive or negative, it is easy to have the traffic password.

1. Case 1: A funny sushi shop that is delicious, funny and fun

Xiaohongshu Hot Article Title :

A funny shop selling sushi, delicious, funny and fun

"Hanging sushi to make people laugh" breaks the stereotype of sushi as a serious thing. Instead, it uses "funny" to make people curious about how it is funny.

Xiaohongshu Hot Article Cover :

The funny image on the cover combined with the cover title "The most fun thing is this sushi restaurant" will make you curious why it is a cake when it should be sushi.

Xiaohongshu hot article content :

Compared with other store exploration notes, the highlight of this video lies in the many interesting twists and turns, as the title says, it is delicious, funny and interesting.

The blogger’s language and video presentation are also very interesting. Although users cannot taste the food, they can enjoy the pleasure of being in the scene.

2. Case 2: This is the legendary "playing hard to get" drama hahahaha

Xiaohongshu Hot Article Title :

This is the legendary playing hard to get, hahaha! ! !

This is the legendary playing hard to get, hahaha! ! ! The product is not pointed out, but it will arouse the user's curiosity.

Xiaohongshu Hot Article Cover :

[When my girlfriend asked me to take an atmospheric video for her] The characters’ expressions are interesting and the topics are close to life, which is more likely to attract clicks from young people.

Xiaohongshu hot article content :

The video content is short stories about couples' daily interactions, which will resonate with young couples and increase the video completion rate and discussion points.

Introducing the product into the appropriate scene, fitting with the plot without being too rigid, and the atmospheric video product presented at the end is also a plus.

Text copy is a relatively weak form here. Simply bringing up the product topic can easily get recommendations from the platform.

When planning content marketing on Xiaohongshu, one must understand the "sugar-coated" shell of a hit article, as well as the core of the "cannonball".

7. Content underlying logic

No matter how Xiaohongshu’s rules change or how its review mechanism changes, the popular articles remain essentially the same, and each underlying logic can be expanded into many content forms.

Regarding the selection of popular articles, it is recommended to study the latest ones produced by the platform, because too many people imitate those that are too popular, and homogeneity is very serious. If you do not have a certain amount of accumulation, it is still a bit difficult to innovate.

8. Final Conclusion

As long as people live, there will be problems and troubles of varying sizes.

While being a creator, don’t forget that you are also a user.

When writing content notes, you are self-immersed. When analyzing content, you need to detach yourself and put yourself in the thinking process - "If it were me, what would I search for?" "If it were me, what would I do first?"

Author: Zhuang Jun

Source: Zhuang Jun Xiaohongshu Marketing