The core of Xiaohongshu’s marketing and Xiaohongshu’s popular articles!

As one of the most popular grass-planting software among contemporary young people, Xiaohongshu's huge traffic has also attracted the attention of the market. The author of this article compiled the content framework of this popular article by analyzing other people's excellent popular article notes, so that brand operators can better understand the current users' preferences for content when planning Xiaohongshu marketing . I hope it will be helpful to you.

This article analyzes the hottest articles on Xiaohongshu in August from six categories, namely home appliances, cosmetics, skin care, clothing, mother and baby, and pets. Let brand operators better understand current users’ preferences for content when planning Xiaohongshu marketing.

By analyzing other people’s excellent hot article notes, you can form your own hot article content framework. As the saying goes, "If you read 300 Tang poems, you will be able to recite them even if you can't compose poems." We still need to work hard on the content, and believe that good content has boundless penetration, can cross domain platforms, and even still have traffic years later. This is also the content moat that Zhuang Jun has always emphasized: "Brands must build a content strategy. In occupying the brand's mind, content is a moat."

1. Xiaohongshu’s hot marketing article 1: Home appliances

Case 1: Dyson hair dryer

The title of this popular note on Xiaohongshu: This is the legendary playing hard to get , hahaha! ! ! Cover title: When my girlfriend asked me to take an atmospheric video for her. Both titles have nothing to do with the products being promoted, but the topics are close to life and are more likely to attract clicks from young people.

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" .

Case 2: Hitachi Refrigerator

The words " new home kitchen ", " 200,000 " and " smashed " in the title are quite impactful. At the same time, the protagonist is not directly mentioned, leaving suspense and making readers want to click.

The video answers the suspense of the title and introduces the product. In addition to a brief introduction to the appearance, the blogger also combines the functions of the refrigerator, shares some usage tips and usage experience, and makes comparisons to highlight the advantages of the product. This type of video is shot and narrated in great detail, allowing viewers to follow along and understand, and have a certain sense of immersion.

Put the detailed explanation in the video, and the text part directly points out the functions and advantages of the product, which is also a simple summary of the video.

Case 3: Bisheng floor scrubber

First of all, " Same style as Wang Yibo " in the title is the more eye-catching part. The same style as celebrities generally attracts more attention, and the chance of being searched with the celebrity's name will be relatively higher. At the same time, the term "high-quality XXX" is also a hot topic recently. If you can get it, you will make money.

Secondly, the pictures are of high quality, and the display from the overall to the details, as well as the usage scenarios is relatively comprehensive.

The question raised in the note: "I like a clean and tidy house, but cleaning is difficult. I ask my husband to help, and he occasionally complains about me." This is actually a worry that most people have. So how do we solve this problem? What you need is a high-tech cleaning tool. Then introduce the product and list how each function solves different cleaning problems. This is more convincing and attractive to people who have similar troubles as the author.

Xiaohongshu's home appliance marketing copy homework:

1. Eye-catching words in the title: playing hard to get, drama, 200,000, smash, the same style as Wang Yibo, new home, husband, girlfriend.
2. Cover: Warm scenes at home, healing and simple scenes, and emotions between boyfriend and girlfriend.
3. Content: story introduction, revealing content, and displaying details.

2. Xiaohongshu’s second best-selling article: Makeup

Case 1: Inner double eye makeup | Yang Chaoyue's Japanese eye bag makeup method makes her look younger and she becomes a sweet girl in seconds

Imitation makeup of celebrities is a very attractive topic at the moment, and the title makes good use of this traffic code. Yang Chaoyue = high appearance, and there is no "sweet girl" who doesn't want to get the same eye makeup as hers. At the same time, another keyword in the title, "inner double eye makeup", is more targeted at this group of people.

The pictures in the notes, from the analysis of Yang Chaoyue’s eye makeup to the blogger’s own makeup teaching process, are all relatively detailed, and the final makeup presentation is heart-warming. Therefore, this type of note will have a lot of comments asking about the brand and seeking links, which can successfully attract people to get the same product.

Case 2: The average price is only 10, and there are a lot of good domestic products that have gone bankrupt

First of all, the sentence in the title “the average price is only 10” is quite subversive, because in the public’s perception, cosmetics of this price are extremely rare or even impossible.

Secondly, "easy to use" and "bankrupt domestic products" seem to be contradictory, but they can easily arouse readers' curiosity and prompt them to click to learn more.

The blogger's videos are quite lively and interesting, displaying a series of low-priced, unpopular but treasure-rich domestic products that have no disappointments, perfectly embodying the concept of "poor but exquisite".

This will resonate with people who have used such products, and people who don’t know these brands will be interested in learning more, which is an effective way to attract traffic.

Case 3: After watching this episode, 99% of people can learn how to put on eye makeup

The format of titles like "After reading XXX, 99% of people will XXX" is actually quite common, but it often makes people unable to resist clicking on it, because no one can refuse a solution with a high success rate.

The copy begins by raising questions that many people have about eye makeup, and then shares three eye makeup techniques commonly used by celebrities to address these issues.

With detailed video tutorials for these three eye makeup techniques, real-person demonstrations and explanations are the most intuitive. With these three results displayed, even a clumsy person would decide to add them to their favorites first.

Xiaohongshu cosmetics marketing copy homework:

1. Eye-catching words in the title: Yang Chaoyue looks younger, changes in seconds, price, bankrupt domestic products, 99% of people have learned it.
2. Cover: eye makeup details, makeup details, exaggerated expressions.
3. Contents: Makeup tutorials, introduction to products with an average price of 10 yuan (curiosity mentality), and the same makeup as celebrities.

3. Xiaohongshu’s third hot marketing article: Skin care

Case 1: These four things you must buy if you have blackheads

Blackheads can be said to be the nemesis of delicate girls' skin care. The title tells you in a very affirmative tone that you must have these four things. For girls who have this kind of trouble, most of them will click in to find out.

The blogger used his own experience to point out that the root cause of blackheads is oil, and then recommended suitable products for skin care processes such as cleansing, oil removal, and makeup removal.

Explanations of the product’s background, ingredients, safety, and effects are more convincing to consumers.

At the same time, the video blogger's expressiveness, rhythm, logic, and video fluency also directly affect the user's viewing experience. This blogger handles this aspect relatively well.

Case 2: Yu Ni Fang Cleansing Mask: When a mother puts on a cheongsam again

First of all, the title " When the mother put on the cheongsam again " is hard to associate with skin care products, but this kind of half-sentenced title can actually whet people's appetite and arouse their curiosity.

Secondly, the copy combines the brand's Chinese style with my mother's cheongsam, the Chinese brand's dedication to research and inheritance of ancient craftsmanship, and the persistence of my mother's generation. While pointing out the theme, it also reflects the brand values.

Finally, let’s talk about the video. The star’s expressiveness is an advantage. The product usage process is comfortable and convincing to watch. The video content also fits the theme of the copy. In short, it can leave an impression on people and make them want to buy it and try it out.

Case 3: No more children! Improve nasolabial folds and tighten your face for 7 days

The title directly points out the theme and targets the audience. "Persist for 7 days and you can achieve XXX" is an exciting keyword. Seeing the results from the title makes people interested in opening the video to watch.

This kind of relatively simple teaching video is convenient for users to follow and learn. They may not stick to it for many days, but they will definitely collect it and even want to share it with sisters who have similar troubles.

Xiaohongshu skin care marketing copycat homework:

1. Eye-catching words in the title: 3 actions, persist for 7 days, improve XX, mother, blackheads, definitely.
2. Cover: fashionable makeup, exaggerated expression, with mother.
3. Content: Massage tutorial, product introduction, and with mother.

4. Xiaohongshu Marketing Hot Article 4: Fashion

Case 1: Vitality High Ponytail

Before opening the video, the highlight of this note is the title on the cover: "High ponytail, done in 1 minute, won't fall apart all day long", which is the key that attracts many girls who like to tie high ponytails.

The high ponytail is a popular hairstyle nowadays, but it is also a problem for many girls. The blogger's video captures two pain points: one is that this hairstyle is not easy to tie, and the other is that the hairstyle is difficult to maintain and is prone to collapse. The method she shared is effective, relatively simple, and suitable for most people. Judging from the comments in the comment section, this was an effective recommendation.

Case 2: Tried Yang Mi's private clothes

After seeing so many celebrities’ images on the screen, many people are curious about their private hobbies, including their private clothes. The comparison between ordinary people imitating celebrities' outfits is also the highlight of fashion notes.

First of all, the title of this note combines the two highlights of celebrities and private clothes, which can increase searches and clicks to a certain extent. Secondly, as an amateur, the blogger has the advantage of her body and her dressing effect is not inferior to that of celebrities, which makes this set of pictures a big plus in the notes.

Case 3: OOTD｜84-year-old grandfather’s look today

The look of the 84-year-old grandfather first breaks the conventional dressing notes and is a very fresh highlight. The title arouses great curiosity and is eye-catching enough, so this kind of note does not require too much text description, and the video is the best content.

Although he is an 84-year-old grandfather, he can fully grasp the fashion of young people. The video uses the shooting technique of changing clothes to present a reversal of fun and stimulate interest in participating in the discussion.

The content of this type of notes tends to be contrasting and curious. Our Xiaohongshu operators can choose a conventional way of posting notes and take out a small proportion to try novel content. Taking an unconventional approach may attract a wider audience, but it depends on the specific situation.

Xiaohongshu fashion marketing copycat homework:

1. Eye-catching words in the title: high forehead, completed in 1 minute, Yang Mi, private clothes, 84 years old.
2. Cover: The blogger himself, clothing matching scene, and contrast.
3. Content: tutorials, scene revealing content, and matching process.

5. Xiaohongshu Marketing Hot Article 5: Maternal and Child Products

Case 1: Oh my god..I have to face her alone for 14 days...

The message of "isolation" can be seen from the cover, and the collapse revealed by the title is a point of curiosity.

The highlight of this video lies in the mother's guidance of her baby and her correct educational concepts. Under the special circumstances of isolation, the child's change from being unable to adapt and crying to being polite and cooperative and sensibly saying "I won't cause any trouble" all depends on the mother's education.

Children's education is a highly concerned topic. Videos like this that record the interactions between parents and children, whether in terms of how they interact or their educational concepts, are very likely to resonate and spark discussion.

Case 2: A day in the life of mom and dad from the perspective of a human cub’s vlog

Compared to parents recording their children’s growth, it’s quite novel to see mom and dad from the perspective of human cubs. In the past, the content we saw was all about children being filmed from the perspective of parents, and the content used the children's perspective to record their own growth or their parents' lives, which would attract more attention from the public.

The highlight of the video is that the family atmosphere and the daily life of mom and dad are more interesting and even a little funny when shot from the perspective of children. As for the script and camera movements, it doesn't matter even if they are poor. Users won't have too many demands on a child, as long as the overall content looks fun.

A vlog can also reveal the family atmosphere that parents create for their children, as well as the relationship between parents, and the impact on the children's personality.

Case 3: How did you spend a day in Hangzhou during the confinement period after spending 130,000 yuan?

The most eye-catching part of this title is “spending 130,000 yuan on confinement after childbirth”, which makes people want to know more about the value of 130,000 yuan. The title starts out as a revelation, and the cover shows a sweet couple and baby as a family of three, forming the shell of a note with a high click rate.

The blogger’s video content gives people a wonderful sense of atmosphere. Whether it is the environment, food, services, or the mood and state of the confinement center, it is comfortable. It makes people feel that even the expensive cost is worth it. This part of the content will make Xiaohongshu users envious and trigger their resonance.

"It's great to be rich." The guidance and topics in the comment area are crucial. In this video note, a comment from a Xiaohongshu user, "No wonder children from wealthy families in novels are so easily replaced," attracted interactive likes and heated discussions. The weight of a comment is higher than that of a like or a collection, so it is very important to create interactive topics in the comment area.

Xiaohongshu's maternal and infant marketing copy homework:

1. Eye-catching words in the title: Spending 130,000 a day, human cubs, my god, facing 1.
2. Cover: outdoor scene + copywriting, children appearing in the photo, and a sweet photo of a family of three.
3. Content: The secrets of the 130,000 yuan confinement experience are revealed, and the angles for photographing children are more interesting.

6. Xiaohongshu Marketing Hot Article No. 6: Pets

Case 1: Alaska’s Guide to Dissuading Dogs: Dogs Must Lose Weight…

This video, whether it is the " dissuasion guide " in the title or the caption "blacklisted by the pet store" on the cover, is interesting and makes people want to click and watch.

The video starts with Alaska, who is strong and noisy, and even "blacklisted" by the pet shop. The contrast with the fear of the sweeping robot later on is both cute and funny.

This kind of light-hearted and funny video will make people who see it laugh to the end, and at least give a like before leaving.

Case 2: The closing ceremony of the Olympic Games... Look how scared the dog was

The highlight of this video is the timing of its release, during the Olympic Games, when the whole nation is paying close attention to it. The discussion on the closing ceremony was more about making fun of the situation, so taking a picture of the dog's reaction when watching the closing ceremony was actually very consistent with the points being made fun of on the Internet and could make people laugh more.

Keeping up with hot topics is one of the factors that help videos gain traffic. No matter what form of notes you take, if you can make reasonable use of hot topics and present good content, the possibility of creating a hit article will be greater.

Case 3: I never thought that two male cats would be together!

First of all, the title is a highlight. " Male and female cats together " is a surprising thing. Before opening the video, many people's reactions were: the DNA of CP fans has moved, and so have single dogs...

The essence of cute pet videos is the interpretation of their owners. The fun lies in the fact that we use human emotions to interpret the interactions between pets. Therefore, the scenes and interpretations presented in this video will make people think of popular Internet topics such as "single dogs", "love triangles", and "CP shipping". In addition to being interesting, it is also a hot topic of discussion. Since the majority of users on Xiaohongshu are girls, topics that start with the word "cute pets" have a higher click-through rate.

Xiaohongshu’s pet marketing copycat homework:

1. Eye-catching words in the title: Dissuasion guide, blacklist, closing of the Olympics, unexpectedly, male cat, together.
2. Cover: black screen + highlighted yellow short copy, scene of watching TV at home.
3. Content: Taking advantage of the Olympic Games' hot topics and interesting pet reactions.

Let’s discuss the notes about cute pets in more depth, because this type of content is more popular on Xiaohongshu.

7. Elements of pet notes

1. Anthropomorphic interaction

Anthropomorphizing pets, designing funny dialogues, and giving them a tone of voice that suits the plot, making them the protagonists of the video with distinct personalities and likes and dislikes, is one of the commonly used techniques in pet videos. It is also very effective and can often resonate with many pet lovers, thus achieving the purpose of attracting traffic.

2. Humorous Stories

People who usually read pet-related notes hope to relax and release stress through the cute images of animals. The funny stories about animals and the humorous and interesting content are most likely to attract netizens to read on, increase the completion rate, and increase the number of comments, likes, and reposts.

3. Fixed image

Many users who follow pet channels like the appearance of pets. The image may be furry, chubby and cute, or stubborn and silly, or domineering and majestic, or handsome and cool after being dressed up by the owner, and so on. In short, pets should have a clear and relatively fixed image to attract users who like this style and the pet-loving circles behind them, thereby increasing the rate of dissemination.

4. Knowledge Popularization

Nowadays, pet owners call themselves "Dad" or "Mom" and take care of their pets as seriously as they would take care of their children. Therefore, notes on pet feeding, pet medical care, pet training and other daily pet knowledge can retain a large number of pet owners who encounter related problems. And when they have tried the pet training methods in the notes and found them effective, they are more willing to share these self-media accounts of pet experts who can solve the problems with their friends and family.

5. Warmth and warmth

Many people choose to keep pets in the hope that they can bring them companionship and warmth. Images of pets expressing positive emotions such as attachment, care, and compassion towards their owners can hit the pet owners' soft spots, stimulate their empathy, and lead them to like, share, and leave comments.

6. Growth Diary

Pets are lives like children, and they grow very fast. They have different appearance characteristics and special personalities at each stage. Recording every bit of your pet's growth and making it into exquisite notes can be favored by many caring people and guide them to continue paying attention to Xiaohongshu's long-term works.

Cute pets occupy an increasingly larger proportion in major media. How to stand out in such a red ocean depends on long-term persistence and constant dedication.

One more thing to add.

8. About Comment Area Marketing

Hot articles are the dimension that we content marketers need to study, but if we only focus on hot articles without paying attention to the product penetration delivered by the content, we are also doing the blogger a favor.

Zhuang Jun has seen a cosmetic contact lens brand invest 1 million yuan per quarter on Xiaohongshu, which produced many popular articles, but there was no movement in the number of visitors on Tmall.

After reading a few popular articles, I found that the comment section had nothing to do with the brand we wanted to promote. Users’ attention was focused on the blogger’s good looks, and the blogger did not guide the direction of discussion in the comment section.

It is recommended to spend some time on the comment section of the note. Depending on the situation, at least 5%-20% of the comment section should be questions and answers to introduce the brand. For example, for 30 comments, 2-6 guiding comments are needed. You can approach from different dimensions, such as asking about price, brand, and raising concerns. Only in this way can the purpose of promotion be achieved.

IX. About blogger ranking

There are some bloggers with a large number of followers in the notes, but the content is indeed worth referring to and learning from. After all, big bloggers also started out as small bloggers. The only difference is that it is not difficult for big bloggers to produce thousands of popular articles. After all, the initial amount of fans and push notifications will give them an advantage over small bloggers.

During the operation process, don’t expect to get amazing exposure data with just one note. Everything is probability.

10. Final Conclusion

One is that the content of a single product placement can start with a story, and the title, story and brand product have nothing to do with each other. The functions of the product are introduced in the middle. Although brands need to promote themselves, they also need to consider user preferences.

The second is to make good use of popular topics, such as celebrities and current festivals, and find content that fits your notes to expand on. Video notes require the blogger to express strong tension, and plain narration cannot create rhythm, unless it is a healing video. Graphic notes also require relatively beautiful scene pictures.

The third is to read more popular articles on similar products or related categories every day, aiming to read 20-30 articles a day, and then analyze the core reasons behind the popular articles. By continuously collecting and thinking, you will become more and more confident about the content and user preferences.

Today's article shares the analysis of 6 common categories of content. Behind each type is "practical value" and "emotional resonance". For specific development forms, please refer to the above note cases. I hope it can help friends who are operating Xiaohongshu.

Author: Zhuang Jun

Source: Zhuang Jun Xiaohongshu Marketing