Xiaohongshu "Product Operation" Analysis: How to guide new users to register?

Today’s article is the first in a series of articles titled “Dissecting Xiaohongshu ” . It will mainly share with you the product operation of Xiaohongshu – how to guide new users to register .

A good product is created jointly by product managers and operations managers . Since I am an operations manager, I will analyze Xiaohongshu from an operations perspective.

Let us first briefly introduce Xiaohongshu: Xiaohongshu APP is a platform for sharing life. Discover an interesting and fun world here, find interesting celebrities and experts, and mark every moment of your life with them.

Let’s first look at my experience with Xiaohongshu:

How to use Xiaohongshu

After going through the entire process, I found that Xiaohongshu did several things very well, and we can learn from them:

01. Personalization: Select gender/birthday

This feature has two main purposes:

1. Collect user information to facilitate subsequent user analysis and conduct refined operations on users

2. Targeted content can be pushed to users based on this information

Please note that this step has the word "skip" but the color is very light. This method is used for two purposes:

1. Give users the option to skip

2. Hope that users will ignore the word "skip" so that content can be pushed to users more accurately

02. Select at least 4 items of interest

Xiaohongshu guides users to focus on 4 interests

This step is critical: If Xiaohongshu does not know what kind of content users like and selects randomly, then it is very likely that the content pushed is exactly what the user does not care about. Then the user will see that this content is "too boring" and then turn around and uninstall it.

After users select the content they are interested in, Xiaohongshu will know what content should be pushed to users. When a user enters the homepage of Xiaohongshu, Xiaohongshu can label the user based on the user's operations and then analyze the user's preferences . (For example, if a user likes beauties putting on makeup, then it is likely that the user will be pushed more videos of beauties teaching makeup.)

03. Guide registration

When users watch a video for the first time, Xiaohongshu will remind users to double-click the video to like it in the center of the video.

This function has two functions:

1. Teach new users how to like videos

2. Guide users to like and register

After the user likes the post, Xiaohongshu will prompt them to log in/register. However, asking users to register an account just to like a video may not be very effective (how much do users have to love this video/blogger to register an account?).

If the user does not log in/register on Xiaohongshu in order to like a post, and continues to browse the Xiaohongshu app, when he sees a content he likes and wants to follow the blogger, Xiaohongshu will prompt him to log in/register.

At this time, users will be more motivated to log in/register on Xiaohongshu than to "like a video" .

There is another small detail to note here: the "Follow" prompt on Xiaohongshu is particularly obvious . There is a red follow button on each video.

Xiaohongshu guides users to "follow"

I tried clicking on the ❤️ (like) , comment, share, and little stars (collection) below the video, and found three highlights of Xiaohongshu:

1. You must be logged in to like and collect

2. You can read messages without logging in, but you need to log in to leave messages;

3. Share to your friends without logging in!

Click the "Share" button on the page

This feature is designed very well for two reasons: first, it reduces the difficulty for users to share , and second, it can obtain traffic from users’ Moments .

04. Thoughts on the menu bar

Let’s take a look at the menu bar at the bottom of Xiaohongshu:

Home page of Xiaohongshu app

There are 5 columns here: 2 of them do not require login, and the other 3 require login.

Why did Xiaohongshu’s product manager design it this way?

1. From the perspective of the product itself: Xiaohongshu is a product that provides "content + e-commerce " and needs to attract users through content. Therefore, if Xiaohongshu wants to obtain more traffic, it is necessary to allow users to see content and products without obstacles.

2. From the perspective of customer acquisition: the experience after logging in must be smoother than before logging in. If users browse Xiaohongshu for a while and feel that it is good, they will feel the "inconvenience of not logging in" (this "inconvenience" is deliberately created by the product manager), then the user will consider logging in to get a smoother user experience.

We should pay attention to the following: UI design that guides users to post content (that’s the ➕)

Xiaohongshu bottom menu bar

I specially took a screenshot of the menu bar separately, so that everyone should be able to clearly see the focus of the submenu: home page + guiding users to post content .

After all, Xiaohongshu is a UGC product. User-generated content can enrich the content of the app and increase user stickiness to the app.

If a user posts content, he or she will come to check from time to time: Has anyone “reposted, liked, or followed” it ? Thereby improving user stickiness (same principle as WeChat Moments ).

Today we mainly analyzed how Xiaohongshu guides users to register . In the next article, we will analyze how users operate after registering/logging in to Xiaohongshu .

Source: Operation Guide