Xiaohongshu Beginner’s Guide: 5 Tips to Master Operations!

Recently, we started to try to operate Xiaohongshu. As of now, it has been operating for 6 weeks, with a total viewing time of more than 2.07 million, more than 64,000 views, more than 1,752 likes and collections, more than 2,000 note shares, and 58 notes.

A total of 5 official growth boosts were received, with one article receiving 2,000 boosts and 4 articles receiving 25,000 boosts. Next, I will share with you how to operate a new Xiaohongshu account as a novice based on my personal experience of operating for 6 weeks.

1. Content Output

First, after registering on Xiaohongshu, the personal information editing column contains information such as region, identity, and introduction. Filling in this information plays a very important role in promoting subsequent content. We will explain this in detail later!

A personal profile is similar to the personal signature of QQ in the early years. Its function is to let users who visit your homepage know what you do and what type of services you can provide to third parties.

The second is region and identity. Region refers to your address. For example, I am from Guangzhou, Guangdong, and my identity is a workplace blogger and advertising creative.

1. Content direction

Content direction, that is, account positioning, what is the audience of your account, and what type of services you can provide to users. There are many types of bloggers on Xiaohongshu (beauty bloggers, career bloggers, fashion bloggers), and the platform provides different personal labels based on different types.

For example, as I filled in the above-mentioned career blogger, advertising creativity, etc., the general direction of the content determines the subsequent content you produce, and the secondary content is where you have certain advantages.

For example; you have been a professional in HR recruitment for ten years, your advantage is in the workplace, and you are well-versed in beauty and major skin care brands, then the direction of your account will be beauty blogger. It depends on the person, depending on what type of content they are good at.

2. Follow bloggers

If you follow the blogger, it should be easy to understand. If you are in the workplace, you should follow some of the better-performing workplace accounts, and pay attention to their content, push frequency, interaction methods, and even cover format.

Following a certain number of bloggers can allow the system to determine the attributes of your account, so that when you publish content in the future, it can be accurately pushed to the user groups in need.

Of course, following bloggers does not mean you have to follow hundreds of them a day, but rather follow a few or a dozen a day. Otherwise, if you follow multiple bloggers frequently in a short period of time, if you follow hundreds of them in an hour, the platform may mark your account as abnormal.

You can follow some users from time to time, and register your account to the tag by likes, favorites, comments, etc. In this way, when you publish content in the future, if it gets official growth support, it can be pushed accurately to the user group with the same tag as yours or who has demand for your content.

3. Content interaction

Content interaction, the above-mentioned "let your account complete the registration to tag formulation through likes, favorites, comments, etc." is a path behavior, which is very different from content interaction in essence. Content interaction requires that your account be logged in frequently and that you post some videos in the fields of beauty, food, fashion, etc. in the Xiaohongshu community and official events.

For example; the official inspiration selections of the notes in the creation center of the Xiaohongshu platform include "My Weekend Life Record" , " Summer Outfits for Korean Drama Heroines", "How Much Sports Change in a Year" , etc. Frequent participation in such activities can not only increase the activity of your account, but also give you the opportunity to obtain official traffic support.

In addition, there is a creative academy in Xiaohongshu’s creative center, which contains many courses on topic selection, shooting and editing, and fan operation, all of which are free. When you create a content, you can learn about this kind of strategy, which can help you quickly acquire relevant operational knowledge.

However, as a new account, most of the content output when I first started operating was just for trial purposes, and the amount of content interaction was even less. I also made many attempts in the content of my account at the beginning.

From an emotional blogger to a career blogger, and from a career blogger to an advertising creative. Finally, my account mainly posts two parts of content, one is the workplace blogger mentioned above, and the other is advertising creativity.

However, whether it was a workplace blogger or an advertising creative, in the early stages, the amount of interaction for each of my notes was in the single digits. Later, I accidentally thought of a way to increase the interaction volume of each note from single digits to hundreds digits.

The number of readings of a single note content increased from a minimum of 200 readings and 0 comments to a maximum of 3114 readings and 139 comments. The number of readings increased by 15.5 times and the number of comments increased by 139 times.

4. What method did I use?

The method I use to increase user interaction and reading volume is to take screenshots of character clips from classic movies, and invite movie lovers to guess which movie the screenshot is from through a title like "If you watch enough movies, you will be able to guess it."

Then I added corresponding topics, such as; #movie sharing, #movie editing, #movie screenshots. I have done a total of ten issues in this series.

Classic movies (known to many audiences) , titles (with meanings you don’t know because you haven’t seen enough. Arouse the viewers’ “competitive mentality”), and then push to topics with corresponding tags (maximize the dissemination of content to precise groups of people).

This was the way I tried to break the impasse when I first started operating a new Xiaohongshu account and the number of interactions and readings was low. It should be noted that this method cannot be used continuously for a long time.

Because after continuous use, although the reading volume and interaction volume have increased, they are not accurate enough for your account and fan base, which is not conducive to subsequent operations.

2. Content Creation

1. Note cover

In Xiaohongshu's creation center, there is a creation right, one of which is "upload cover". When uploading a video note, you can specify a photo in the mobile phone album as the video cover, but there is a prerequisite for obtaining it: "You need to obtain Xiaohongshu video account certification."

To obtain the permission to use the Xiaohongshu video account, multiple conditions must be met: the number of fans on Bilibili must be greater than 50,000, or the number of fans on Xigua Video or YouTube must be greater than 100,000, or the number of fans on Douyin or Weibo must be greater than 500,000. You can only obtain the Xiaohongshu video account if you meet one of the above conditions.

In short, the prerequisite for obtaining the permission for a specific cover of Xiaohongshu is to obtain the Xiaohongshu video account, and there are many conditions for obtaining the permission for the Xiaohongshu video account. As a result, it is more difficult for novices to get the cover.

In this way, we can only "make our own cover" when uploading content. According to my recent experience of publishing content on Xiaohongshu, a total of 9 notes can be published on Xiaohongshu's note page (including the cover). The size of the cover is not restricted for the time being, and the content changes with the size of the cover.

After many attempts, I found that the best size for the content of Xiaohongshu note page is 8×10.5cm wide. When the text of the Xiaohongshu page exceeds this size, the text will be automatically cropped by the platform and displayed incompletely.

So the best approach is to arrange your text content at the above sizes and make it as clear as possible. There should not be too much text on the page, as too much text will not be read by many people, and the content should not exceed three colors. The best ones are title color, text color, and content background color.

Here we will talk about the things to pay attention to when making your own Xiaohongshu cover. When your content is officially recommended, many users will decide whether to view it further based on the content of the cover, so Xiaohongshu’s self-made cover needs to meet several conditions.

1. It should be attractive enough (text or color), 2. The text should be large, 3. There should be a distinction between primary and secondary. The best way to understand it is to design the self-made cover of Xiaohongshu as an excellent product poster.

First attract people to see it - then they click in through text or color - and finish reading your content before leaving or adding it to your collection.

2. Note Title

There will be differences between the note titles on Xiaohongshu and those on official accounts. Exaggerated, misleading and other title forms will not be welcomed on Xiaohongshu. On the contrary, if your title is exaggerated many times to entice users to click, it will be restricted by the platform.

What makes a good title? Here I will show you the titles officially recommended by Xiaohongshu .

Food category: "Tomato and egg braised noodles, ready in 10 minutes✅, so delicious that you can finish the plate‼ 》, Beauty and Makeup; 《I can finally wash my hair! Choose these shampoos to get rid of dandruff and oily hair”, Fashion; “OOTD | Autumn sweatshirts are here! 🍂Versatile olive green that makes your skin look whiter》

In fact, the three titles mentioned above all have "combination forms" in them, such as the first one; "Delicious tomato and egg braised noodles ready in ten minutes ✅ ”, covering information such as “Done in ten minutes” showing fast, “ So delicious that you finish the plate ” showing the effect, and “ Tomato and poached egg braised noodles‼” content products.

There are two of them! ! Exclamation mark, don’t think that this exclamation mark has no function at all here, it is just used to make up the numbers.

In his book "Best-Selling Copywriting", former Ogilvy gold medal advertising man Guan Jianming said that putting an exclamation mark at the end of a title will psychologically increase users' desire to click on the title.

One thing to note here is that after the notes are pushed out, many users will see the content of your notes by entering keywords in the Xiaohongshu search box, so you need to include some key words in your title.

For example, an interview guide should include workplace or interview vocabulary, and beauty notes should include vocabulary such as beauty and cosmetics.

The only criterion for a good note title or note cover is that it can attract users to click on your content through the title text or cover. The content can be strategy-based, pitfall-avoidance-based, knowledge-based, etc.

3. Note body

There are three points that need to be followed in the body of the note: 1. The title and the body should be clearly distinguished, whether in color or font size. 2. The main content of the text should be divided into primary and secondary ones, which can be distinguished by bold or color blocks. 3. The main text should not contain too many words, as too many words will make it look heavy.

In terms of color, the main text should not have more than three colors. The best reference is to use an excellent poster as the standard for the main content of the Xiaohongshu note. More than three colors will look dazzling, and too single color will not look rich enough and appear monotonous.

Because producing the main content requires certain software operation skills, if you have no foundation in this area, you can simply separate the title and content in the main text area, and add the corresponding Xiaohongshu note pattern to make your content more in line with the tone of Xiaohongshu.

Having talked about the body of the note, let’s talk about the topic at the end of the note. The content of notes on Xiaohongshu is somewhat similar to that on Weibo. Before a note is published, you need to add corresponding topics to increase the reading volume of the note.

It is not advisable to add too many note topics, four or five will be enough. When adding note topics, you should consider the discussion volume of the current topic on Xiaohongshu. Finally, @薯队长, (the official account of Xiaohongshu), is a creative assistant similar to Tik Tok!

In addition, another important item is to add personal areas. As mentioned earlier, many of the notes on Xiaohongshu are searched through tags and keywords.

Therefore, it is best to add the area you are in for each of your notes. For example, I added Guangzhou. When adding, it is best to add the city instead of the specific location of your city, because adding the city will get more people searching for recommendations.

In addition to adding personal regional addresses and related topics as mentioned above, you should also add some guiding words at the end of the note body to guide users who view your notes to click on collection or comment, etc.

In the Xiaohongshu video script, there will be a routine to guide the completion rate and increase the length of stay. First read the main text of the copy to see if you can guess it.

The following is an example:

No matter how badly the A-share market falls, there are people who do not lose money. How do they do it? Follow me and I will tell you the secrets behind it. I am XX, a senior commentator of A-shares with 10 years of experience. I have worked on trades worth billions and know no less than a million traders. I will share various stock trading secrets with you every day, all for free. You absolutely cannot miss this one. There is an easter egg at the end. Remember to follow and bookmark it.

So why do some people not lose money even though A-shares keep falling? The answer is: they don’t buy. My dears, did you guess it right? Please share your opinion in the comment section!

The entire video script above includes the script’s preset hook + guiding attention + guiding to finish watching + storytelling + ending interaction. Did you guess this way? The above mentioned the things to pay attention to in the main body of Xiaohongshu notes. Next, let’s briefly talk about the properties of the Xiaohongshu platform and Xiaohongshu’s promotion method.

4. Note-taking frequency

Currently, the frequency of personal note push is quite high, with an average of 1.38 notes per day, which exceeds 98% of operators. After more than a month of operation, I think that as a novice, you should pay attention to the following three points when you start operating on Xiaohongshu:

Maintain the quantity: At the beginning of Xiaohongshu's operation , it is necessary to maintain a certain number of notes published, preferably 4-5 notes a week. Among these 5 notes, 3 can be kept at a certain level, and the remaining 2 can be simple daily sharing. Maintaining a certain amount of note output is mainly to make the platform think that you are a person who is deeply engaged in the operation of Xiaohongshu.

Maintain interaction: In the above article, I mentioned that the interaction volume of my notes was in the single digits in the early stage. Later, through the sharing of classic movies, the reading volume and interaction volume of my notes increased 100 times. When you are sure that your notes are going in a certain direction, whether it is about work or beauty, you can use some simple methods in the early stage to increase the interaction of the notes. After all, Xiaohongshu notes are promoted through tags.

Keep updated: The updates here mainly refer to the style updates of Xiaohongshu titles, covers, and texts. Don’t use the same format from beginning to end. You can modify your note covers and titles, especially the note covers, based on the number of readings, interactions, and comments on your notes. When notes are receiving official growth boost, most users will decide whether to enter your notes based on the attractiveness of the cover.

3. Xiaohongshu Platform

1. Platform attributes

According to the "Xiaohongshu Content Marketing Data Insight White Paper", it is different from the traditional platform AISAS integrated marketing model.

Xiaohongshu integrates Attention into Interest, Search, Action, and Share through Consideration, and combines them into a CAS model, which is a major feature of Xiaohongshu.

Among them, users who actively search on Xiaohongshu will use the search function of Xiaohongshu frequently. Especially when a brand focuses on increasing marketing investment or there are major events such as new product launches, the search volume for the brand in Xiaohongshu will increase significantly.

"Users are using Xiaohongshu as a search engine."

2. Platform Tags

On Xiaohongshu, both operators and users are labeling themselves and using labels to achieve search display. When a Xiaohongshu note is published, the platform pushes it to people who are interested in the content through a series of tags, and key words such as the note content and title can better demonstrate their role at this time.

The original point of dissemination obtained after the note is pushed by the platform for the first time is the first wave of traffic disseminators of the note. The platform then decides whether to push the second wave based on the viewing data obtained by the original point of dissemination of the note.

That is, the initial traffic volume of a note is 100, the second wave is 1000, and the third wave is 10000. The note will have a chance to be pushed to 1000 only when it reaches 100, and will be pushed to 10000 only when it reaches 1000. The interaction, collection, likes, etc. of the note also need to be considered.

After pushing notes to some users, the platform will score the notes based on the amount of interaction and decide whether to continue recommending them to other users. This scoring system is called CES (community engagement score) within Xiaohongshu.

Summarize:

In fact, for content creators, when the "influence" of platforms and enterprises is no longer so important, the operation of content and their own output methods will eventually return to the "Trout Positioning Methodology";

"Who are you, what do you do, and what services can you provide to third parties?"

For operators of Xiaohongshu accounts or other self-media accounts, by clarifying the above three points through a series of content and combining them with the mechanism of the operating platform, the direction of content operation will naturally become clear.