Deconstructing the routines of Xiaohongshu’s popular articles!

This article mainly focuses on the creation and analysis of maternal and infant explosive articles, and explains to brands and operators the advantages and characteristics of explosive articles in the maternal and infant category.

Xiaohongshu’s popular article routine dismantling: the rules have changed, after reading 500 maternal and child popular articles summary [April]” alt=”Xiaohongshu’s popular article routine dismantling: the rules have changed, after reading 500 maternal and child popular articles summary [April]” style=”width: 500px; height: auto;” />

Xiaohongshu Case 1: Giving a cute human baby a bath is so healing! !

The title of a popular article on Xiaohongshu is: "Giving a good human baby a bath is so healing." It defines the scene, indicating that the video content is a bathing scene. There are not too many modifiers and keywords in the title, which gives a sense of setting suspense and makes people associate it.

The cover of the popular article on Xiaohongshu: The cover is a harmonious picture of mother and baby and "My parent-child time with Dou Miao", which seems even more incongruous. Moreover, the blogger is a celebrity, which brings traffic to the note.

Hot content on Xiaohongshu: The content of the video starts with the baby's first-person greeting, and begins with the mother and baby getting along harmoniously. The mother interacts more with the baby and gradually introduces a scene of the baby taking a bath, which appears more harmonious. The brand is implanted in the baby's bath, which is real and natural, and the treasure that can be used for both washing hair and taking a bath is used to promote brand awareness. From the aspects of brand, ingredients and expert analysis, we can see that mothers are very concerned about the products used by their babies.

Interactive comments on Xiaohongshu: The comments section is more attracted by the baby’s appearance. His cute appearance is as beautiful as his mother. There is also affirmation of the product's ease of use. The brand's reputation is reflected in this aspect, and netizens' comments directly affect users' desire to buy.

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The celebrity effect + the visual impact of cute babies can arouse users' browsing. When it comes to baby products, the safety of ingredients is far more important than the efficacy of the products themselves. Bloggers grasp this psychology of mothers to analyze the ingredients of the products, enhance mothers' trust in the products, and stimulate their desire to buy on the original basis.

Xiaohongshu Case 2: Six nutritious and delicious porridges, different every week

(Note data: 23,000 likes, 20,000 favorites, 220)

The title of the popular article on Xiaohongshu: "Six types of nutritious and delicious porridge" uses the title format of "number + event" to summarize the content of the note. The title does not specify the target audience. Porridge is relatively suitable for a wide range of people. The elderly, children, infants, students, parents, etc. have no resistance to delicious porridge.

Xiaohongshu’s popular article cover: presents content in the form of a collection, attracts users with color tone and saturation, sticks closely to the theme, and stimulates users’ browsing interest through the temptation of delicious food.

The hot article on Xiaohongshu is actually a tutorial note. The content is a detailed text introduction of the porridge making method and materials. With the blessing of the color of the pictures, it looks more delicious. There are more than six kinds of porridge methods, and no two methods are repeated in a week, which will not make the elderly and babies in the family feel sick of it. Changing new methods every day will be more popular with babies and enhance their appetite. With the blessing of filters, the pictures are more tempting, making people want to try it themselves.

Interactive comments on Xiaohongshu: The comment section attracted many messages from mothers about ingredients, production process, etc. As mothers, they can understand their babies' eating habits more clearly. The blogger is responsible for answering their questions and delivering more maternal and child knowledge.

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The picture-based food tutorials are reflected in the colors. Users are visually impacted and will have the urge to learn. The appeal of text is relatively weak and requires auxiliary conditions. The reason why this note became popular is that the color of the porridge is quite striking and the production method is detailed, which stimulates the hands-on ability of mothers. In addition, there are too many tutorials and no one can remember them, so they will collect them.

Xiaohongshu Case 3: I sincerely recommend sisters with stretch marks to try this method!

(Note data: 14,000 likes, 13,000 favorites, 175 comments)

The title of the popular article on Xiaohongshu: "Having stretch marks" has determined the target population and the status. Nowadays, most pregnant mothers cannot escape the clutches of stretch marks. "Sincerely recommend" shows that the blogger has personally tested the effectiveness of this method before releasing it, which makes those in need want to click in to take a look.

The cover of the popular article on Xiaohongshu: The cover features a pregnant mother’s clean and fair belly. Every pregnant mother hopes that she will be beautiful even when she is pregnant. Combined with the text on the cover, it directly arouses the readers’ curiosity. How does one maintain such a white and fair belly? Relieve the plight of pregnant mothers in need.

The content of the popular article on Xiaohongshu: The blogger directly stated at the beginning that her belly was covered with stretch marks when she had her first child, and then said that after continuous learning, her belly returned to its white state, which directly aroused the curiosity of readers and highlighted that the blogger's method is really effective. Later, she listed the maintenance steps step by step, and indirectly inserted products among the steps without giving people a abrupt feeling. It is full of practical information, allowing people in need to try out the methods right away. Who doesn’t like such practical information?

Interactive comments on Xiaohongshu: The comment area aroused a lot of resonance due to the topic, and readers and bloggers also interacted with each other. Pregnant mothers actively participated in information related to the topic and gave their own opinions, attracting more young ladies who are troubled by stretch marks.

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The blogger shared his own practical tips in the notes, including personal experiences and step-by-step methods. Now many pregnant women are troubled by stretch marks. The blogger grasped the advantages and needs of women who all love beauty, shared practical tips and techniques, and demonstrated the results of using the methods with her own smooth and clean belly, giving people a more real feeling. For more operational skills, please see "Analysis of 100 professional accounts for mothers and babies on Xiaohongshu, increasing exposure by 30% [copy the version]", Zhuang Jun has opened a public account.

Xiaohongshu Case 4: Growth patterns of babies from 0 to 12 months‼ ️New mothers must collect

(Note data: 18,000 likes, 12,000 favorites, 177 comments)

The popular title of Xiaohongshu: "0-12" determines the baby's month, allowing users to more clearly understand the baby's growth process within a year; "A must-have for new mothers" clearly defines the target population. New mothers often feel at a loss about the arrival of the baby. Mothers often have to go through continuous learning to remain calm when facing various problems, and mastering the baby's "growth rules" is naturally one of the skills that mothers must know.

Cover of a popular article on Xiaohongshu: The blogger did not create too much suspense in the notes, but went straight to the point, which echoed the title. The blogger directly shared pure knowledge content, so that new mothers would no longer be at a loss.

Hot content on Xiaohongshu: The blogger directly shared knowledge about the one-year-old baby, gave examples of the baby's needs during growth and the problems encountered in raising a baby, and also shared the essential skills that a child needs in the process of growing up. In the process of invisible learning, mothers often apply the knowledge they have learned to their babies, which is often a great help to new mothers.

Interactive comments on Xiaohongshu: The comment section is also a place for mothers to learn from each other. The blogger's notes allow experienced mothers to share their own experience in raising children in the comment section. Everyone has heated sharing and debates in the comment section. Everyone is on the road to becoming a mother, and is also on the road to learning.

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In fact, it's not just new mothers. Modern parenting pays more attention to scientific parenting and abandons the traditional way of raising children in the old era. In fact, mothers nowadays hope to give their children a healthier and more modern environment. It can be seen from the notes that the content shared by the blogger is to let children gradually become independent in the process of growing up and let children get in touch with more interesting things. This resonates well with today's mothers and also provides a good reference method for new mothers.

Xiaohongshu Case 5: 6 great bathing items I discovered after having my second child. I regret not buying them earlier!

(Note data: 11,000 likes, 12,000 favorites, 910 comments)

The title of the popular article on Xiaohongshu: "I only discovered it after having the second child" basically established the direction of the article as being in the mother and baby category, and this word also shows that the blogger has summarized some real good things from the first to the second child. The "Great Bathing Stuff" mention event and the "regret not buying it earlier" sparked readers' curiosity and made them want to know more about the notes.

The cover of the popular article on Xiaohongshu: The cover is not overly decorated. The baby is wearing a bath towel, and the blogger and the child appear in the bathroom together in a bathing scene, which directly echoes the title.

Hot article on Xiaohongshu: From a bathtub and bath toys to sharing her own body lotion with everyone, the blogger directly starts with "the joy of bathing human cubs" and "baby bathing and skin care products that liberate old mothers", which directly explains that in fact, bathing time for children can also be a happy mother-child time, and even one person can easily take care of the child's bath.

During the sharing, some bloggers’ own good stuff was recommended. Not only can the bath toys satisfy the children’s active personality, but also make the children fall in love with bathing. When sharing this kind of good stuff, people often take what they need and refer to what they need, which can also directly serve the purpose of recommending good stuff to everyone.

Interactive comments on Xiaohongshu: In fact, among the good things shared by the blogger, some of them are already in use by everyone. There is affirmation of the product's cost-effectiveness and affirmation of the blogger's ability to recommend baby products. By being a parenting blogger, she has also accumulated a lot of fans and word of mouth, making mothers believe in her. This is not only a good thing for the blogger's own use, but also resonates with the mothers in the comment area, indirectly demonstrating the practicality of the blogger's recommendation.

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When such products appear and are chosen, everyone can choose the corresponding ones based on their own judgment and needs. When bloggers choose to use the real usage scenes of their own babies, it gives people an intuitive feeling. Sometimes the comment section can also add points to the blogger's recommendation.

Xiaohongshu Case 6: Stop urging me! You have been asking how to grow a little round head!

(Note data: 89,000 likes, 63,000 favorites, 923 comments)

The title of the popular article on Xiaohongshu: The blogger used the word "stop urging" to push this article directly to the top, and the "newborn" sleeping with a round head is related to the effect of the child's head shape, which is a concern of many new mothers. Use children to narrow the distance between bloggers and users.

The cover of the popular article on Xiaohongshu: The cover shows the blogger showing everyone the baby’s perfect head shape, and the “round little head” once again points out the title and at the same time highlights the effect of the baby’s round head.

Hot content on Xiaohongshu: The blogger introduced the content with the head shape of his own child. After all, who would refuse to have a good-looking baby? The sleeping head shape of a newborn has always been a concern for many mothers. The blogger seized this kind of demand and directly started sharing and recommending it. In the early stage, the blogger shared knowledge about baby's head shape, and directly analyzed the head shape according to the child's age in months, and finally led to the following article.

Interactive comments on Xiaohongshu: Everyone said that the head shape of the child in the notes was exactly what they wanted, and as for the child's head shape, the notes directly provided readers with recommendations and suggestions. Such practical tutorials and recommendations are exactly what everyone wants to see.

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This type of grass-planting notes often promote products through daily life. Such cases are also drawn by bloggers after life experiments and subsequent summaries. They directly target specific groups of people and develop topics that everyone is concerned about, which are often quite popular.

Xiaohongshu Case 7: Collection of baby spring and summer shoes, Pinxixi found treasures at an average price of 30

(Note data: 6553 likes, 5775 favorites, 178 comments)

The title of the popular article on Xiaohongshu: "Baby Spring and Summer Shoes Collection" summarizes the target population, events, and seasons in one sentence. "Pinxixi" determines the platform, and the average price of 30 yuan for finding treasures gives people a feeling of being both cheap and cost-effective. The whole process makes people want to continue reading.

Xiaohongshu's hot article cover: The cover is a collection of all the recommended products in this video. First, the shoes reveal the theme of this issue. Second, users will click on the notes to read because of the appearance of the shoes. "Compare goods with counters" will make people curious about which store has such a high cost-effective and good-looking shoes.

Hot article on Xiaohongshu: Shoes are essential daily necessities for everyone. But the good-looking children always belong to other people's children, which makes mothers want to see if other people's children's clothes can also look good on their own children. The blogger analyzes the characteristics of each product by sharing the actual products he found on Pinxixi. The key is to directly attract everyone's attention with the price of the product, perfectly expressing the basic characteristics and advantages of the product, and indirectly playing the role of Amway.

Interactive comments on Xiaohongshu: Shoes can be said to be daily necessities, and for children, shoes are even more consumables. Therefore, for every family, they definitely hope for good quality and low price, and high cost performance. The blogger just used a simple way of sharing daily shopping items to form a strong interaction with netizens. For such practical types, everyone thinks that the more the better.

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During the period of season change, mothers do not have time to look at baby clothing items in advance, so bloggers have to take the lead and play an important role in providing users with reference, planting grass, and pulling grass. If the users think it is good, they will copy it directly, which will also give the blogger a positioning as a good thing. When people are satisfied with the product, they will convert from purchase to fan.

Xiaohongshu Case 8: Ten things you absolutely cannot do during pregnancy, they are all traps

(Note data: 7454 likes, 5891 favorites, 337 comments)

The title of the popular article on Xiaohongshu: The group was directly confirmed during pregnancy, and the content of the video was summarized in the form of "numbers + events". By saying "they are all trying to trick you", it means that most people must know about this kind of incident and believe it, which arouses the reader's curiosity.

The cover of a popular article on Xiaohongshu: The cover shows the blogger working out with a pregnant belly, which immediately draws attention and makes people wonder why a pregnant woman can still do exercises like fitness, thus arousing the readers' curiosity and causing them to click on the video to watch it spontaneously.

The content of the popular article on Xiaohongshu: At the beginning of the video, the blogger directly said the two words "specifically to trick pregnant women" and "get a vaccination" to lead to the following text, indicating that these contents must be events that people in daily life know and have always believed in this way.

Later, various misunderstandings are explained by giving examples, explaining why this can be done and how to choose the corresponding products. Five misunderstandings are explained and how to correctly prevent various hazards and details are displayed. The content describes viewpoints and principles, and does not directly recommend products to everyone for rational selection of products that suit them. It is a note for knowledge transfer.

Interactive comments on Xiaohongshu: The comment section is where everyone shares their experiences during pregnancy, and interacts with the blogger about problems they have encountered. Because this type of content is usually a minefield that most people have stepped on, many of them expressed their agreement with the blogger's content in this issue.

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Pregnant mothers play a great role, but many people give up too many things because of pregnancy, including makeup and their own beauty. The blogger's sharing of this kind of practical information actually resonates well with the general public today, and scientific explanations are often more easily accepted. Therefore, pregnant mothers are often more interested in knowledge content that is often a misunderstanding of the pregnant mothers.

Xiaohongshu Case 9: Monthly shopping list for pregnancy, what to buy during pregnancy? Organize by month

(Note data: 4141 likes, 5525 favorites, 22 comments)

The title of the popular article on Xiaohongshu: "Pregnant Mom" ​​has identified the target group. This type of people is most concerned about shopping every month. The monthly organization shows that the blogger's next article will definitely share about the pregnancy period, making everyone want to see how the blogger buys good things on a monthly basis during pregnancy.

The cover of the popular article on Xiaohongshu: The cover does not have too many decorations, but the words "buy according to this, super good at organizing" catch people's eyes. These two words summarize the purpose of this note. What pregnant mothers are most concerned about during pregnancy is the nutrition of the baby and themselves or the necessary items in these ten months. The blogger directly said to buy according to this, which means that this guide must be relatively complete, and can provide corresponding references for people who have needs first.

Hot article on Xiaohongshu: It tells in the form of months what pregnant mothers need to supplement in which month and what they can do in this period to benefit the baby. The shared content is also broken down into different parts by age in a very organized manner, and some recommendations for good things are also shared accordingly, so that everyone can get what they need while referring to the content.

Interactive comments on Xiaohongshu: Words may be dry and boring, but for new mothers, everything is new, especially when it comes to babies. This makes the text of the notes suddenly become lively. The blogger's summary of a lot of useful information really provides a good help to those in need.

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It is often easier to produce popular articles based on the needs of segmented groups of people. You need to know that certain groups of people need certain content. For this type of content, such analysis is often easier to understand and like. Therefore, the collection of such notes is often higher than the likes. It means that people have really found helpful content in this note. I believe that the platform also needs more such content.

Xiaohongshu Case 10: 8 children's shoe stores that I have been repurchasing from, good taste mama copy

(Note data: 35,000 likes, 55,000 favorites, 269 comments)

The title of the popular article on Xiaohongshu: It summarizes the content of the video in the form of "numbers + personal sharing". The number 8 shows that the bloggers have been repurchasing products, which shows that these stores are the content summarized by the bloggers themselves after actual experience. The title blogger adopted a Taiwanese accent to make the title more flavorful.

The cover of the popular article on Xiaohongshu: The cover does not have too many complicated contents. On the contrary, the big words "worn from childhood to adulthood" on the cover attract more people's attention, making people wonder what is so good about the product that makes the blogger keep repurchasing it for so long, which arouses strong curiosity.

Hot content on Xiaohongshu: The content is narrated by the blogger based on his own baby's actual experience of using the products and his true evaluation of the products. While the blogger pays attention to the appearance, he also pays more attention to the quality of the shoes, and analyzes the strengths of each type of product one by one, so that everyone can buy the corresponding products according to their own needs.

Hot content of Xiaohongshu articles: The comment section is more about recognition and approval of the good things shared by the blogger, because this type of notes posted by the blogger are often direct reference suggestions for many people. For lazy people, they can just buy them. Who can refuse something that can be decided directly without thinking?

│Take notes│

This type of note is more about sharing one's own experience. In fact, many people have their own feelings about this type of content, but it seems more convincing when explained by others, and it can also be used as a suggestion that is directly adopted. Therefore, the collection rate of this note is far higher than the like rate. It can be seen that the details and the overall picture can often produce different effects.

│Final Summary│

The hot-selling products in the maternal and child category are usually practical notes, which are very different from the notes in other categories that pursue visual effects. Users are more concerned about the value of the content. It is very easy to understand what users of this type of content are looking for - to help solve various problems that users are currently facing or may face regarding mothers and babies.

The content shared must be enough to touch them and generate empathy, only then will it be a successful sharing. Therefore, the maternal and child category is the category most likely to produce explosive articles, and it is also the content direction that requires sufficient practical content to support it.

Dear brand partners and bloggers, have you learned anything? Please forward this to people around you who are in need.