Traffic secrets for Xiaohongshu operations

The proportion of beauty bloggers and food bloggers on the Xiaohongshu platform is larger than that of home bloggers. However, in the home category, the entry threshold is relatively high. Regardless of the unit price or product cycle, it is relatively expensive and has a long usage cycle. On Xiaohongshu, the competition among bloggers of furniture creation type is relatively less competitive than other categories, and is more popular.

Even on this basis, the internal competition in the furniture industry is still very serious. Let’s take a look at the 10 popular copywriting series below. What are the traffic codes that Xiaohongshu operators should master?

Thinking: Operating Xiaohongshu to create popular content is an important direction for self-media, but in addition to creating popular brands/merchants, what other capabilities are needed?

(Note data: 56,000 likes, 100,000 favorites, 1,632 comments)

The popular title of Xiaohongshu: "Decoration" directly targets people who have decoration needs, and "22 sockets" concretizes the value of the sockets. The title repeatedly reminds users not to "forget", explaining its importance. At the same time, it will make users curious about the large number and the location of the sockets. Users with urgent needs will spontaneously click in to watch.

Xiaohongshu’s popular article cover: The cover is very simple, with a unified tone. It is a picture composed of four button styles, and a large title is directly marked in a conspicuous place. From the cover, you can't tell which sockets are easy to be missed, creating suspense and attracting users to watch.

Hot article on Xiaohongshu: The electrician’s words are quoted at the beginning to increase credibility, explain the importance of reserving sockets, and foreshadow that there will be a lot of useful information later. The video uses animation to show in detail where sockets need to be reserved, how they can be used after being reserved, whether the sockets are six-hole or four-hole, etc. It clearly explains the location of the 22 sockets, and the ending is very thoughtful.

The comparison between the reserved circuit diagram and the finished product rendering is displayed in the form of pictures, as well as pictures of the specific size and location of the sockets throughout the house. The writing speed is moderate and the article is simple and easy to understand, making it an article that even a novice in home decoration can understand.

Comments on popular articles on Xiaohongshu: Most comments expressed their agreement with the content shared by the blogger, saying that the shared video was very comprehensive and detailed, and that they needed the complete table in the video. A small number of comments were users' own thoughts and insights or small reminders. The sharing of detailed tables mentioned in the video increased the amount of interaction.

Judging from the data of the notes, there are about 30,000 followers and the number of likes and favorites reaches 150,000+. Users pay more attention to decoration matters, and can learn practical things from the notes, and they need this kind of dry goods. The animation shows where the socket needs to be installed and is supplemented with pictures and descriptions, which is simple and straightforward.

Case 2: "The installer said this table is not simple at first glance, hahaha"

(Note data: 30,000 likes, 33,000 favorites, 480 comments)

The title of a popular article on Xiaohongshu: "Table" is a very common item in life. The title quotes the words of a third person, the "installation master": "It doesn't look simple at first glance" to create suspense, making users curious about what kind of table it is. People who have home furnishing purchasing needs will spontaneously click in to watch.

The cover of the popular article on Xiaohongshu: the color tone is warm and the picture is simple. It is a picture of a table with a certain number of items placed on the table. The overall feeling is full of life, and it will also make users curious about what is special about such a table.

Hot article on Xiaohongshu: The video starts with a full-scale display of the table, which has a lifting function and can be adjusted at any height, is not too business-like and looks good, and is large and wide enough; it then shows a corner of the sofa next to the table, and introduces in detail the floor-standing eye-protection lamp, which matches the table to create a good atmosphere and looks good;

Then, items on the table are displayed, such as heated coasters, decorative paintings, stands, night lights, printers, etc. The advantages of printers are given as examples, such as the ability to print remotely without the need for ink cartridges. The video ends with a suspense - the transformation of the table area. The product introduction is natural and leads to the next product naturally without being abrupt.

Comments on popular articles on Xiaohongshu: Most comments asked about the brands and links of the products introduced by the blogger. Because the introduction contained a lot of content, some users asked for a detailed list. Some comments discussed printers and other products, and lamented the blogger's ability to recommend products. At the same time, some comments said that the products were too expensive.

'It's not simple at first glance'... The sentence structure is very attractive. Xiaohongshu operators can copy it and directly substitute it later. Combined with data maintenance and user guidance, products with good appearance and strong practicality are mostly popular. When promoting a product, you need to lay the groundwork appropriately so that you can naturally promote other products. Otherwise, it will have a counterproductive effect and cause user disgust.

Case 3: "My own hand-drawn sketch of a carpenter making a cabinet!" Praised by countless people! 》

(Note data: 34,000 likes, 32,000 favorites, 431 comments)

The popular titles of Xiaohongshu articles: "Carpentry" and "Making cabinets" are targeted at people with decoration needs; "Handwritten drawings drawn by myself" are eye-catching. In the past, decoration was handed over to professionals, but the blogger designed it himself and "was praised by countless people", which naturally aroused the curiosity of users.

The cover of the popular article on Xiaohongshu: The cover is a display picture of a cabinet. The picture is very simple, the colors are clean and high-end, and the style of the cabinet is also the popular minimalist style. It will attract users to click into the notes to browse the specific content and want to know more about the details of the cabinet, manuscript drawings, etc.

The content of the popular article on Xiaohongshu: The note consists of nine pictures with unified tones, showing the wardrobes, shoe cabinets, storage cabinets and sketches of cabinets in each room of the house. The comparison from the sketches to the finished pictures highlights the sense of accomplishment of putting ideas into practice, while also saving money and attracting users to participate in the decoration themselves. Not too much content is elaborated in the text, which from another perspective is conducive to increasing user interaction in the comment area.

Comments on the popular article on Xiaohongshu: The comments section is rich in content, most of the comments praise and express likes and the desire to copy the blogger's homework. Some users gave their opinions on the blogger's decoration; there were also comments asking about the specific size of the cabinet, the material, where it was purchased and the price, etc.

Doing it yourself or participating in something and achieving good results will attract people's attention in itself, and will also encourage users with ideas to participate in the decoration. Users with a low decoration budget will be eager to try. However, decoration is closely related to the technical requirements of carpentry. It is recommended to produce a video explanation to help users avoid pitfalls in decoration details.

Case 4: "Electric curtain rods can also have so many pitfalls"

(Note data: 38,000 likes, 6,821 favorites, 221 comments)

The title of the popular article on Xiaohongshu: The title adopts the structure of event + result. "Electric curtain rod" is a common household item and is unremarkable and inconspicuous, but the blogger said it was a "pitfall", which will naturally arouse users' curiosity about what happened and what pitfall they fell into.

Cover of a popular article on Xiaohongshu: The cover is a photo of a living room with bright colors. There is a projection screen in the picture and the large words on the picture are eye-catching. The blogger’s answer to “change the projection” or “install curtains” is to change the curtains, which echoes the title but also creates suspense.

Hot article on Xiaohongshu: The blogger uses the fact that the curtains at home have zero light-blocking ability and that projection cannot be seen during the day as the starting point, and chooses to replace them with electric curtains but encounters a series of problems due to lack of experience, such as the curtain heads not being able to overlap, and the curtains not being able to open and close properly after purchasing magnetic buckles. The blogger creates a humorous atmosphere, highlights the importance of buying the right products, and naturally leads to the recommended products. The whole process is very natural and unobtrusive, and users can buy it.

Comments on the popular article on Xiaohongshu: Since Yuzuru Hanyu appeared in the video, most comments believed that they were noticed by big data and focused on Yuzuru Hanyu himself. Some users asked about the product brand and price, and a small number of users paid attention to projectors, electric clothes drying racks and other household products.

The blogger speaks from his own experience and first talks about the problems he encountered, which can arouse the user's empathy. Users who encounter similar problems can naturally empathize with him and successfully be recommended the product. Taking advantage of current hot topics in the form of text or video can attract user attention. When introducing a product, other types of household products can appear on the screen to facilitate recommendation next time.

Case 5: "This is called a vegetable sink"

(Note data: 38,000 likes, 38,000 favorites, 440 comments)

The title of a popular article on Xiaohongshu: "Vegetable sink" is a common household item and is not very eye-catching, but the title creates suspense, indicating that the one recommended by the blogger is the real vegetable sink, which will make users curious about what is special about it and what else the vegetable sink can be used for besides washing vegetables.

The cover of the popular article on Xiaohongshu: The cover image is clean and tidy, echoing the title and showing the full picture of the vegetable sink. The sink looks high-tech, but you can’t tell what’s so special about it just by looking at it, which attracts users to watch the video to learn more details.

Hot content on Xiaohongshu: The video is spoken at a moderate speed, explaining how to use the vegetable sink and its materials, and demonstrating the following advantages of the vegetable sink. First of all, it is easy to maintain and will not rust. The sink has a slope for easy drainage, and the water drains quickly without water accumulation.

Secondly, the space for washing vegetables is large and convenient. With a basin in a basin, a single basin can be turned into a double basin. With a cutting board, you can also cut vegetables. It is clean and easy to maintain.

In addition, the faucet has three water outlet modes. The vegetable washing board is of suitable thickness and is durable and not prone to leakage. The last picture shows the drainage function. The blogger showed a multifunctional vegetable sink, which is indeed different from the common household vegetable sink.

Comments on the popular article on Xiaohongshu: Most of them asked about the details of the kitchen sink, such as gifts, size, depth, length, how to install, etc. In addition, some users asked about the product brand, link and price. Some comments said that their homes have been renovated and they can no longer purchase it.

The kitchen sink is not a necessity, but the video has received nearly 40,000 likes and collections, which shows that the product itself is attractive and users are also looking for products that can bring high-quality life. The product is not priced high, but people who do not have an urgent need to buy it will pay more attention to the price and pursue cost-effectiveness. Even if they do not buy it immediately, they may recommend it to their friends.

Case 6: The whole house is smart, a lazy person’s home! This kind of home is so cool.

(Note data: 24w likes, 89w favorites, 3869 comments)

Xiaohongshu's popular article title: The title directly explains the general content, which is about smart home, but the word "lazy" seems to enlighten the whole article, giving people a special desire to see what kind of home it is, as if they can also experience it visually

Cover of the popular article on Xiaohongshu: From the cover content, you can clearly see that the home decoration shown by the blogger can be described as high-end and classy. So for the post-90s generation, what is their whole-house intelligence like? It creates a sense of suspense.

The hot article on Xiaohongshu: The blogger directly showcases his home in an immersive way. From the moment he enters the door, the furniture is like the service of servants, which really makes people feel like "clothes come to hand and food is served to them", which makes many people who see it can't help but praise it.

Comments on the popular article on Xiaohongshu: Everyone said that the blogger's home is the goal they strive for. The scene of hard work and progress in the comment area makes people feel particularly harmonious. Some people even acted as class representatives and directly described the products mentioned in the blogger's video one by one, which undoubtedly gave the product a direct promotion.

Popular articles of this type often combine the author's own experience with the high-tech power of the product to produce an effect that can astound many people. Everyone will pursue new things, and it is hard not to fall in love with a full-service scenario like this that is suitable for lazy people. Therefore, it can be seen that the number of likes on the note is very considerable. Content like this is like appreciating other people’s works and setting your own goals.

Case 7: The refrigerator that made a Shanghai girl a hot topic cost 46,500 yuan. Is it really worth it?

(Note data: 53,000 likes, 33,000 favorites, 3417 comments)

The title of the popular article on Xiaohongshu: The title itself includes a hot topic. The event itself has been on the hot search. It uses the method of "numbers + exaggeration" to attract people at the first sight. Secondly, a refrigerator that costs more than 40,000 yuan is obviously beyond the daily household configuration, so many people will want to see this refrigerator that costs more than 40,000 yuan. What is the value of it?

The cover of the popular article on Xiaohongshu: The cover is just an ordinary refrigerator, but it looks different. The title is written on the cover again, which arouses everyone's interest in reading on.

The hot article on Xiaohongshu: In the early part of the article, the blogger first explained the origin of his idea of ​​buying this refrigerator, why he was willing to spend so much money to buy a refrigerator that looked ordinary, and explained the value of the refrigerator from the perspective of its performance and cost-effectiveness. It can be said that the blogger really bought this refrigerator after deep consideration and planning.

Secondly, he went on to introduce the practicality and storage aspects of the refrigerator. In fact, everyone likes to see tidiness, which made everyone couldn't help but give a thumbs up to the blogger's move.

Evaluation of the popular article on Xiaohongshu: Everyone said that they had found the strange craze of the "hot search" itself, and more people were asking about the blogger's storage products. They also said that if it is good, it is good, and if it is expensive, it is really expensive. The viewing also played a direct role in planting grass for the blogger's storage products.

If Xiaohongshu operators want to produce popular articles, they must first catch the user's attention. When choosing products, they must be practical and cost-effective. After all, everyone likes to see cheap and cost-effective things, and whether they can use such good things themselves. Like the blogger, even if they can't use them, the storage methods and refrigerator selection methods also give everyone practical suggestions.

Case 8: Ordinary people’s homes in small towns are simple and warm

(Note data: 56,000 likes, 30,000 favorites, 2,696 comments)

The title of the popular article on Xiaohongshu: The title is concise and clear, indicating that one’s home is warm and simple, which makes many people seek a comparative reference for their own life, and makes people want to see what other people’s homes are like and arouse curiosity to click in to take a look.

The cover of the popular article on Xiaohongshu: The simple home decoration on the cover is a style that many people like nowadays. As for the blogger, he talked about how he decorated his home in a small county into such a style, guiding everyone to find out.

The hot article on Xiaohongshu: In the early part of the content, the blogger explained his original intention of home decoration, and then decorated and filled his home from the perspective of style, decoration and storage space. The concise and clear explanation was only the general direction, leaving people with suspense, so that they can also keep some curiosity to interact in the comment area.

Comments on the popular article on Xiaohongshu: Most of the viewers expressed their approval of the blogger's home decoration design and said they liked it. There were more likes than collections. Everyone said that the blogger's home was their dream home, making everyone feel that life can be very warm even in a small county town.

The blogger uses his own home decoration to explain his life, which makes many people who live in small towns like the blogger feel the same way. As long as you have a definition in your heart, a good life will definitely not be too far away from you. This resonates a lot with readers and makes it easy for them to identify with the blogger.

Case 9: My mother said: My daughter will tell others that we spent 500,000 yuan on home decoration.

(Note data: 71,000 likes, 37,000 favorites, 1,908 comments)

The title of the popular article on Xiaohongshu: The title uses numbers and events to illustrate the results of the blogger's home decoration, and the title shows that the blogger's home decoration does not cost 500,000 yuan, which arouses everyone's curiosity and then clicks in to watch.

The cover of a popular article on Xiaohongshu: The cover is just a corner of the living room’s home decoration, which looks very high-end. So how did the blogger create such a home decoration design? The idea is to make your home look like a model house so that others will want to take a look.

The hot article on Xiaohongshu: At the beginning of the article, the blogger said that such home decoration actually only cost 130,000 yuan. The numbers show a strong contrast, and everyone wants to see the truth. The conversation between the two also makes the whole article look harmonious. The whole article uses a humorous tone to make everyone have only one word to describe this blogger's home decoration, that is, wonderful. For ordinary people, it is difficult to achieve cost-effective home decoration like the blogger's careful planning.

Xiaohongshu's popular article reviews: Everyone said that they felt that they had met the blogger too late, and everyone said that their home decoration was much more expensive than the blogger's, but they didn't have the same effect as the blogger. They all praised the blogger's foresight and ideas.

It can be said that it is very beautiful, and it is everyone's dream home. Posts like this that can resonate with everyone often resonate with everyone in terms of ideas. The beautiful cover is an attractive point, and the click-through rate of notes produced in this way is also relatively high. Operators can also put some effort into the cover of their notes.

Case 10: Don’t put the bed in the middle of a small bedroom

(Note data: 73,000 likes, 38,000 favorites, 1,137 comments)

The title of the popular article on Xiaohongshu: "Don't ever again..." is also a popular sentence pattern, so operators should take good notes. The title has a bit of intimidation to attract users. It directly explains the time and creates suspense to arouse everyone's curiosity. The phenomenon of putting a bed in the middle of a small bedroom in China is a phenomenon that most people have, so people want to see the blogger's content even more.

The cover of a popular article on Xiaohongshu: The cover is just a bed in the middle of the room, but without much explanation, creating a sense of suspense and thus inducing everyone's curiosity to click in and watch.

Hot content on Xiaohongshu: The content blogger cleverly used the principle of saving space to explain the content of the video. In fact, space saving is an issue that modern people are very concerned about. If clever placement can make everyone have a more tidy and comfortable environment and save space, then why not do it?

Comments on the popular article on Xiaohongshu: Everyone said that the blogger's design is only suitable for individuals, but not for the general public. According to everyone's situation, it is okay to briefly explain the principle of space design, but everyone's situation is different, so it cannot be adopted by the general public.

For notes like those written by bloggers, they can generally explain the direction, but the actual implementation may vary from person to person. However, the starting point is good and it captures everyone's ideas. It may be better if all aspects can be considered.

│Final Summary│

The creation of a hit article mainly plays a guiding role. Conclusions are drawn through the experience of experts and tests, which can serve as a reference for users and guide users to the store/private domain. A hit article does not make the note structure or content complicated to appear "professional". Being close to life and experiencing life and expressing one's feelings are the natural way to adapt to the platform. Identify the target person's daily life, interests and hobbies, cater to their preferences, and implant seeding ideas.

Therefore, in addition to creating popular products and articles, the correct analysis of the target group and the ability to position the brand are equally important.