Xiaohongshu traffic bonus words "0 basics" practical manual

In 2021, Xiaohongshu is undergoing major changes, with frequent commercial actions such as integrating accounts and stores, establishing groups, and paying for knowledge (internal testing). Despite many changes, search traffic, which accounts for 38% of the homepage traffic, is still the Ivy League of Xiaohongshu. So how can brands and creators firmly grasp this certain amount of traffic?

This article sorts out 7 basic mining techniques for Xiaohongshu's traffic bonus words, 1 advanced optimization strategy and a practical review of traffic bonus words, so that you can understand the whole process of "mining-optimization-practice" of Xiaohongshu's traffic bonus words in one article.

01 Insight into TA needs, the birth of Xiaohongshu traffic bonus words

As Xiaohongshu's diversification trend strengthens, the scenarios in which users use Xiaohongshu can be summarized into two types: shopping type and demand type.

The first is the shopping type, which browses aimlessly to passively acquire information.

The second type is demand-oriented. They come to Xiaohongshu with clear needs. It is common to regard Xiaohongshu as the "Baidu" for daily consumption decisions. For example, for needs such as "summer sun protection" and "ootd outfits", if the effects described in the search result notes can meet their needs, then conversions may occur.

Therefore, the keywords that Xiaohongshu users search for frequently within a certain period of time are traffic bonus words, and their essence is the insight into user needs.

On June 30, 2020, Qiangua (Xiaohongshu data) showed that Xiaohongshu’s user structure was further optimized, with male users accounting for 30%. Overall, the mainstream users of Xiaohongshu are still urban white-collar workers, sophisticated mothers and urban middle class, while urban GenZ and small town youth are emerging as new forces.

Under the influence of the new consumerism trend, their notable characteristics are: paying attention to product quality, having higher disposable income, being willing to try new things, emphasizing self-expression (emotional value), and chasing fashion trends.

That is, simply having high-quality products is not enough to completely impress them. It is necessary to stimulate their consumption impulse through more specific scenarios, product packaging (high appearance), and even the cultural concepts and emotional values ​​behind the products.

However, the mining of traffic bonus words requires more than just logical consistency at the theoretical level; it also requires the support of objective data. So how can we gain insight into Xiaohongshu user needs through data and tap into high ROI traffic bonus keywords?

02 How to play with traffic bonus words, 7 traffic bonus word mining skills of Xiaohongshu

There are many ways to mine traffic bonus words. The following 7 traffic bonus word mining techniques can basically meet the needs of more than 80% of brands and creators.

Figure｜Qiangua (Xiaohongshu data)

Hot search word ranking

The hot search word ranking list is the most direct way to obtain Xiaohongshu’s traffic bonus words.

Figure｜Qiangua (Xiaohongshu data) - Hot search terms ranking

The incremental list of hot search terms from August 30 to September 5 shows that the top 1 keyword is "好看的", with 1,815 related notes, mainly classified into fashion (63.2%) and home furnishings (12.23%).

Figure｜Qiangua (Xiaohongshu data) - Hot search word analysis

Analysis of the hot search term "好看" shows that the popularity value is 8143, which is higher than 99.93% of other words in the entire site. The current cycle involves 24 categories, with a very wide range of applicability. There are only two related hot search terms: "good-looking" and "good-looking girls". Related notes focus on "long-lasting to look at".

The top three notes with the most interactions are describing bags as "simple and durable", bedroom decoration as "simple and durable", and nail nails as "simple and durable style". "Eye-catching" is mostly used to describe the appearance of a product.

Figure｜Qiangua (Xiaohongshu data) - Hot search word analysis - Brand marketing analysis

Analysis of hot words from August 30 to September 5 - Brand marketing analysis shows that "long-lasting" is deployed in all 200 brand-related notes, among which clothing brands and high-end luxury brands such as Urban Revivo, Louis Vuitton, Chanel, Hermès, and Gucci have the most related notes.

Figure｜Qiangua (Xiaohongshu data) - Hot search word analysis - Interactive portrait

The interactive user portrait from August 30 to September 5 shows that the users who participated in the interaction of the hot search word "Naikan" are mainly women (94.53%), and they are mainly concerned about makeup, dressing, hairstyle, skin care, manicure, etc. The crowd labels are mainly concentrated on popular men and women. Therefore, it is not surprising that the fashion attribute of the traffic bonus word "long-lasting to look at" is relatively high.

The hot search terms in the hot search term rankings have brand-related data and population portraits, which can better match user groups from the practical application level and have great reference value.

Figure｜Qiangua (Xiaohongshu data) - Hot search terms ranking

It is worth emphasizing that we should pay attention to exploring hot search words during the period of rising traffic. From August 30th to September 5th, the number of notes related to the top 6 hot search terms "First day of school" increased by 696, an increase of 486.71% compared with the previous period.

During this time frame, the popularity growth of "first day of school" has exceeded that of "long-lasting". Choosing these hot search terms that are in the period of rising traffic can achieve higher interactive ROI within a certain period of time.

Secondly, the long-term hot search terms on the total list are also an important reference for big brands to gain market recognition.

Category Keywords

Category words are the traffic bonus words that users search most frequently.

Figure｜Qiangua (Xiaohongshu data) - Industry traffic overview

The content keyword analysis of the industry traffic market (skin care industry) shows that content keywords are concentrated in category words.

Among the TOP100, 99 are category words or a combination of category words + other words. The TOP5 content keywords are essence, facial mask, facial cream, lotion and facial cleanser, all of which are single category words, accounting for a total of 72.98%.

In the past 30 days, the keyword "essence" in the skin care industry has the most related notes, which indirectly reflects that Xiaohongshu users have the highest demand for essence recently.

Figure｜Qiangua (Xiaohongshu data) - Keywords related to facial masks

Among the TOP100 content keywords in the skin care industry, "facial mask" has 17 mask-related segmented content keywords (combination words). Brands and creators can reach their target audience more accurately through different combinations of traffic bonus words. For example, facial masks (style + category), hydrating masks (effects + category), sleeping masks (scene + category), etc.

There are three ways to mine traffic bonus words from keywords in the industry’s traffic market content.

1. Deploy top-level traffic bonus words such as "face mask" to compete for words with the highest probability of user search.

2. Layout traffic bonus words in the blue ocean stage. For example, the competition pressure on "lip oil" is small, and there is still a large space for users to cultivate it in their minds.

The third is to combine traffic bonus words. For example, "moisturizing mask" can not only get the top-level traffic bonus words, but also reach more precise groups of people, pursuing less but better.

Competitive product traffic bonus words

There are many types of traffic bonus words, the more common ones include brand words, category words, scene words, effect words, ingredient words (materials), appearance words, etc.

Figure｜Qiangua (Xiaohongshu data) - Brand details - Content keyword analysis

From August 1st to August 31st, there were 5,235 L'Oréal Paris-related promotional notes, with a total of 108 high-frequency content keywords. Among them, category words, efficacy, overall, ingredients, skin quality and other types rank at the top.

Essence, sunscreen and facial masks are their main focus, with an average price of around 200-300.

The average number of likes for the notes related to TOP39 "L'Oreal White Formula", TOP62 "Cream", and TOP69 "Firming" all exceeded 1,000.

Figure｜Qiangua (Xiaohongshu data) - Notes on content keywords

There are 2 possibilities. 1. These keywords are better traffic bonus words. It is necessary to strengthen the deployment of relevant keywords in subsequent grass-planting notes.

2. These keywords are one of the key marketing directions of L'Oréal Paris. This can be further verified by the proportion of business notes related to content keywords and the distribution of expert levels.

Figure｜Qiangua (Xiaohongshu data) - Brand details - Note type distribution

From August 1st to August 31st, there were 335 L’Oréal Paris business notes, accounting for 6.4%. Among the notes related to “L’Oreal Little White Recipe”, which is the TOP39 content keyword, there are 33 business notes, accounting for more than 30%, which is much higher than the average level.

Therefore, it is highly likely that "L'Oréal Paris' Little White Formula" is one of L'Oréal Paris' key marketing directions. Through brand content keyword analysis, you can not only optimize your own content keywords, but also discover the content keyword layout of competitors.

Search for words by word

In addition to industries, brands and other channels, another way is to find words by words.

Figure｜Qiangua (Xiaohongshu data) - Keyword trend analysis

From August 1 to August 30, the overall trend of the keyword "lipstick" was stable, with a total of 37,000 related notes and a total of 15.4498 million interactions. One of Xiaohongshu’s long-term traffic bonus words.

Figure｜Qiangua (Xiaohongshu data) - Keyword trend analysis

The TOP100 hot words in the notes related to the keyword "lipstick" show: TOP8-TOP12 hot words are "whitening", "lipstick test without filter", "yellow skin", "test color", and "beauty makeup". These traffic bonus words appear frequently in the content of "lipstick" related notes.

These words are the important pre-selected words for the "lipstick" traffic bonus word combination. Further mining can obtain relevant traffic bonus words.

Community Hot Topics

In addition, community hot topics are also a good channel for mining traffic bonus words.

Figure｜Qiangua (Xiaohongshu data) - Hot topics list

For example, the Olympic Games, Hongxing Erke, etc., set off a traffic trend in the community in late July. Choosing traffic bonus words related to these hot topics can also obtain higher traffic.

Keyword Planner

The keyword planning tool provided by Xiaohongshu’s professional account platform is also a very useful channel for mining traffic bonus words.

Picture｜Xiaohongshu professional account platform

The default recommendation is for the TOP1 keyword, face cream, with a suggested bid of 14.07. It has high search popularity, high competition index, and medium recommendation index.

Picture｜Xiaohongshu professional account platform

Search for keywords and get more relevant word combination recommendations by using words to push words.

Picture｜Xiaohongshu professional account platform

Industry dark horse keywords provide relatively loose traffic bonus keywords for competitive industries in different industry segments.

“Shoot the arrow first, then draw the target”

In addition to the above 6 techniques for mining traffic bonus words, there is also a strategy of "shoot the arrow first, then draw the target." For example, in August, same-origin stores, near-expiry food, and affordable prices quietly became a trend among young people.

Figure｜Qiangua (Xiaohongshu data) - Popular notes

Through Qiangua data analysis, it was found that there were 97,300 notes related to "affordable price" in August, with more than 30 million related interactions and 1,436 business notes. This is equivalent to 82% of the top "skin care" related notes on Xiaohongshu during the same period.

It is also an idea worth trying to analyze the note data (number of articles, interaction volume, etc.) of suspected popular keywords to determine whether they are recent traffic bonus words.

03 Traffic bonus words optimization Xiaohongshu flow improves decision-making quality and wins ROI

Usually a Xiaohongshu note will not deploy only one traffic bonus word. A high-quality combination of multiple traffic bonus words is a common strategy for keyword deployment.

The keyword comparison function can perform multi-dimensional analysis on combined keywords.

Figure｜Data source-Qiangua (Xiaohongshu data)

Among the 1,436 "affordable" related business notes from August 1 to August 31, the main categories are skin care, personal care, and cosmetics. It can be seen that the traffic bonus word "affordable" is still in the blue ocean stage in the commercial investment field of many industries.

Taking the traffic bonus word "affordable" as an example, optimize the corresponding traffic bonus word combination.

Figure｜Qiangua (Xiaohongshu data)-Keyword trend analysis

Among the hot words in the notes related to “affordable price”, “trendy” accounts for 2.87% and “versatile” accounts for 1.81%. That is, "affordable trend" appears more frequently than "affordable all-match".

Figure｜Qiangua (Xiaohongshu data) - Keyword comparison

A comparison of keywords from June 1 to August 30 shows that the total number of notes related to the keyword "affordable and trendy" is 7,602, which is 36,600 less than the number of notes related to "affordable and versatile", indicating that "affordable and versatile" is more popular.

Figure｜Qiangua (Xiaohongshu data) - Keyword comparison

A comparison of interactive data shows that the average number of likes for notes related to "affordable and versatile" is 296, the average number of collections is 120, and the average number of comments is 16, all of which are higher than "affordable and trendy". The average share is 4, slightly lower than the former. The average interaction data for “Affordable and versatile” is higher.

The note content tags are highly similar. For example, the main categories are clothing and dressing, such as dressing, trend, average, ootd, where to go in summer, etc.

Figure｜Qiangua (Xiaohongshu data) - Keyword comparison

In the notes related to “affordable and trendy”, male users are more concentrated (11.54%), which is about 4 times that of “affordable and versatile”, making it more suitable for male brand recommendation.

Figure｜Qiangua (Xiaohongshu data) - Keyword comparison

From June 1st to August 30th, the keywords "affordable and versatile" and "affordable and trendy" basically maintained a relatively stable oscillating trend, and the number of notes related to "affordable and versatile" was more than 3-4 times that of "affordable and trendy".

Figure｜Qiangua (Xiaohongshu data) - Keyword comparison

While the number of notes remained stable, the traffic bonus word combination "affordable trend" reached peaks on June 27, July 22, and August 1, and even on August 1 the total number of interactions exceeded "affordable all-match" by more than 60,000.

The number of notes related to "affordable fashion" on that day was 76, and the number of notes related to "average and versatile" was 328. Therefore, the traffic bonus word "affordable trend" is more likely to experience periodic traffic bursts.

Figure｜Qiangua (Xiaohongshu data) - Keyword comparison

The fan distribution of the influencers who promote the traffic bonus words "affordable and trendy" and "affordable and versatile" is very similar. The proportion of influencers who promote "affordable trends" in the range of RMB 10,000 to RMB 100,000 reached 31.10%.

To sum up, the traffic bonus word "affordable and versatile" has more related notes on Xiaohongshu, and the interactive ROI is more stable.

The traffic bonus word "affordable trend" can experience a phased outbreak. Deploying this traffic bonus word is expected to obtain a higher interactive ROI, and the proportion of male users is higher, making it more suitable for promoting male brands.

04 Traffic bonus word practice, traffic bonus word combination application + details

The title is a high-level summary of the content of the note. Being able to help users quickly understand the content direction of the notes is the key to attracting users to read.

A good title (with appropriate traffic bonus words) is conducive to user search, as well as systematic note classification and recommendation, reaching the precise target audience.

Figure｜Data source—Qiangua—Estee Lauder July Business Notes

The titles of Xiaohongshu notes usually choose to layout traffic bonus words such as categories, effects, scenes, and crowds that are highly concerned by users. For example, the song "Who Doesn't Love Full of Collagen" focuses on the traffic bonus word "collagen" (ingredient word).

《Eye cream is a must-have for summer! For "Firming, anti-aging and non-greasy", a combination of "summer" scene words, "eye cream" category words, and "firming, anti-aging and non-greasy" effect words were deployed to reach the target user group from multiple angles.

In addition, the deployment details of traffic bonus words are also important. When arranging traffic bonus words in Xiaohongshu titles, avoid stacking keywords that do not match the content of the note, so as to avoid a significant gap in users' expectations after opening the note, which will affect conversions.

Figure｜Qiangua (Xiaohongshu data)-Popular Notes

The principles of deploying traffic bonus words in the main text are basically the same as those in the title. It should be noted that the same traffic bonus word should be arranged every 2-3 paragraphs. Avoid piling up the same traffic bonus words in large quantities in order to increase the inclusion of notes for related traffic bonus words. It is not favored by the system and affects the user's reading experience.

Video notes should also be well-deployed with traffic bonus words.

Xiaohongshu platform provides strong support for short video content, and with the help of traffic bonus words to explain the video content, it not only helps users to search and the system to include it, but also satisfies users' reading experience in multiple scenarios and obtains higher interactive ROI.

Picture｜Xiaohongshu

The text of these two video notes is relatively detailed. In particular, the first note explains in points that the main content of the instructions is "nose shadow techniques", the applicable population is "Asian skin color", the required related products are "gray-brown contouring", "three brushes", etc., as well as precautions such as "bridge of the nose" and "tip of the nose". Video notes + detailed copy are obviously easier to attract traffic than simple short videos.

05 Traffic Bonus Word Marketing Suggestions

Search traffic is one of the important traffic sources of Xiaohongshu Notes. Brands and creators should pay attention to the following matters during the whole process of "mining-optimizing-actual combat" of traffic bonus words:

Traffic bonus words are essentially a reflection of user needs. By understanding their needs, we can deeply explore users' emotional needs and corresponding traffic bonus words.

Master the above 7 traffic bonus word mining techniques, and mine high ROI traffic bonus words by combining subjective judgment and objective data.

By comparing and optimizing different traffic bonus words, we can screen out traffic bonus word combinations with better overall effects.

When actually deploying traffic bonus words, you should pay attention to reaching users from multiple angles such as categories, scenarios, and effects, and avoid over-stacking the same traffic bonus words.

Short video notes should also pay attention to the deployment of traffic bonus words, and give full play to the traffic advantages of short videos and the role of traffic bonus words.