The essential formula for jewelry hot articles on Xiaohongshu

When promoting on Xiaohongshu, publishing explosive content can deepen users’ understanding of the product and help brands improve conversion efficiency, but how should explosive content be written? In this article, the author analyzes the placement of jewelry content on Xiaohongshu, sorts out the writing methods of popular articles, and summarizes the common misunderstandings in Xiaohongshu marketing. You may want to take a look.

Preface

Recently, a friend who runs a jewelry brand threw me a list of jewelry brand accounts on Xiaohongshu, and told me that there is a brand that has two Xiaohongshu accounts that transfer private domain traffic, with an annual GMV of tens of millions!

They also provided me with a lot of industry information. After analysis, I decided to make these notes public to everyone. Xiaohongshu's popular article notes are a barometer of the platform users' preferences. In-depth research on these indicators every month will help those who do Xiaohongshu marketing to grow quickly.

Contents of this article

1. Xiaohongshu Notes : Analysis of the general situation of the jewelry crowd;
2. Analysis of the hot article 1: Start with dressing strategy;
3. Analysis of the explosive article 2: Highlights of the video notes;
4. Analysis of the hot article: high-quality products, information flow and lucky draw activities;
5. Three major marketing misunderstandings recently communicated by merchants on Xiaohongshu.

1. Xiaohongshu Notes Hot Articles: Analysis of the Profile of Jewelry Users

Judging from the fan groups that comment and interact with the keyword "jewelry" on Xiaohongshu, the highest proportion of females are between 25 and 34 years old, followed closely by those between 18 and 24 years old. Although they are roughly equal at present, in terms of purchasing power, those between 25 and 34 years old still account for the majority.

Among this group of people, Shanghai accounts for 28.95%, Guangdong ranks second with 20.69%. Beijing, Shanghai, Guangzhou and Shenzhen are still the cities with the largest number of Xiaohongshu users, and undoubtedly, they also have the most comments. After all, quantitative change will lead to qualitative change.

[Interactive fans nationwide ratio]

【Interaction age ratio】

【Word cloud of jewelry categories and reviews】

【Hot search keywords】——Jewelry

【Hot search keywords】——Jewelry

2. Analysis of the hottest articles on Xiaohongshu notes: Starting with dressing strategies

“After reading the analysis of popular articles, can you guarantee that the notes you create or post will definitely produce popular articles?”

“ It’s not guaranteed , but having a reference example is better than having no reference at all.”

When a brand or product is first launched, very few users or consumers will search for the brand term, so there must be a way to present it that attracts the target audience, for example; approaching it from the perspective of dressing tips. You can incubate your own Xiaohongshu account and personal account, or you can invest in high-quality Xiaohongshu bloggers.

Let’s look at the note above. The cover is of a relatively pure girl, so this header image is very important. The title "Comfortable School Outfits/OOTD" defines the target audience as college students . It happens to be summer now, so the notes are more appropriate.

The copy is relatively short, and the core is all about the picture shooting, filling up all nine pictures, but the copy will still include the brand name for soft implantation.

There is no doubt that this is a note supported by the blogger's appearance, with dressing tips following closely behind, and the final text on dressing accessories is just a brief mention.

What users want to see is the final result of the note content , rather than a pile of component words and functional words.

Copy homework: The title defines the group of people and its function. The advantage of a short title is that it is clear at a glance and you can know the approximate content of the note in one second. The girl in the header picture is very good-looking, and the brand should choose the blogger that suits it.

And "Today's mix and match of Hanfu, my sister said it is very similar to Suzhou Museum", the blogger's copy is well written, expressing the clothing and necklaces with beautiful sentences .

The note is also a dressing guide type. You may have noticed that this dressing guide is exactly the same as the "Comfortable Outfits/OOTD" above.

The point where the Hanfu mix and match is better than using the title to define the group of people is that my sister said I am like the Suzhou Museum , adding an adjective.

The third picture is another note with the title "Collection of sharing details of 7 necklaces, different every day". It is a dressing guide and a collection of multiple products. The title has numbers to make it look more specific.

It is not difficult to find that this note is also a solution to the problem. Young people are generally lazy , so when there is a note that organizes a collection of necklace combinations, the collection will naturally increase, and then it will trigger the recommendation mechanism button of the Xiaohongshu platform.

I don't need to tell you whether the header picture looks good or not. The clavicle is one of the body indicators that many girls pursue. A beautiful clavicle paired with a necklace gives people a refined feeling.

There were also fans commenting in the comment section: Do I need the money to buy a necklace? No! I am missing this beautiful collarbone .

Copy homework: Title, solution to dressing problem + definition of the crowd + adjective, good-looking and practical, um, a necklace with a beautiful collarbone. Think more about what lazy people need.

"The old sandalwood pearl bracelet that can be salty or sweet is absolutely amazing." The biggest highlight of this note is the cover, which is the so-called head picture. The dark pants and sleeves bring out the beauty of the bracelet.

The style is quite unique, and the product itself is not that unique. It is often the blogger’s appearance or the combination of clothing that makes the product look better.

The title is also okay. The term "salty or sweet" has become popular recently. The core of the popular article is still the good-looking pictures. As for the content of the copy, there are no outstanding highlights. Released on April 22, as of today (May 6), the interaction data has reached 6,000+, which is considered good note data.

The third picture is function + picture. The model in the picture can be seen to be European and American, with many spots on her skin. When you click on other pictures, you can see that she is indeed a foreign girl.

I should mention here that this note was most likely burned out by the information flow, because this account is a corporate account, and there is a sentence "Consult Now" in the lower left corner. Therefore, popular articles are not always created by natural traffic, they may also be caused by burning information flow.

3. Analysis of the popular notes on Xiaohongshu 2: Highlights of video notes

I am sorry to tell you that these three bloggers have hundreds of thousands of fans, so it is normal that the video notes they produce will become popular articles. However, the works of mid-level bloggers are also suitable for us to make notes on our posts or as reference examples when operating our own accounts.

"Sharing a treasure trove of Chinese jewellery (I've been collecting them for a long time)", the title is rather ordinary, the core is still the cover picture. The cover of the first picture is relatively eye-catching, the blogger's clothing and makeup on the cover are well matched.

In the video content, we can see that for every necklace or earrings recommended by the blogger, she will change her clothes , and they are all carefully selected dresses.

If you want to know what the tricks are, just shoot the content well . If you are posting blogger notes, then choose those with strong creative ability instead of those who just want to be cheap.

The remaining two bloggers have similar styles and also need long-term content output to operate their own accounts. The two jewelry works, "Sharing good jewelry, private collection of beautiful necklaces" and "Jewelry Collection (Part 2): Collection of treasure necklaces", are both multi-product collections.

Blogger has good temperament + good figure (obvious clavicle) OK expression + jewelry collection + long-term output

Of course, it is not necessary for bloggers to have obvious collarbones to shoot this kind of video. It mainly depends on one's overall ability. Some bloggers have strong camera expression skills, and even if they have an average figure, they can still influence users' purchasing decisions.

4. Xiaohongshu Hot Article 3: High-quality products, information flow and activities

To be honest, the cover of the notes for product recommendations really tests the appearance and workmanship of the product itself . The picture on the left is a carrot necklace, sparkling with gold.

Users in the comment section all ask where to buy and whether the price is good. Of course, if we only look at the content from the perspective of natural traffic, it is still not enough. Single product recommendations may also burn information flow.

We have mentioned the second picture above. It is both an outfit and a single item recommendation. In comparison, the third picture has more highlights in terms of products. The bracelet can be customized with your favorite letters, usually the beginning of your name.

Title: Bracelet recommendation│But in my heart, the name , obviously the keywords have been optimized, even if it is accidental, it still plays a role in ranking high.

Of course, it is a waste of information flow, but if the cover and product do not arouse the interest of users, it will be useless. The following is a suggestion on optimizing the cover image, the information comes from the official website.

There are also ways to gain more attention for accounts and notes by giving out gifts. The official has such a lottery function, but it is only for corporate accounts. More detailed gameplay will be shared later.

A summary of the hottest jewelry articles on Xiaohongshu:

1. In the guise of a dressing guide , we can embed the jewelry brands and products we want to embed. The cover of the note must be attractive, and the title needs to be divided into different groups of people and seasons.
2. Video notes ; collections of guides or collections of multiple products, making users feel like they are entering a jewelry store, with high-quality and friendly content telling users about product combinations and experiences.
3. For single product notes , the product photography needs to be beautiful. If the product is very creative, it will also increase the click-through rate, that is, the number of readings of the Xiaohongshu notes. Finally, most of the single product notes on corporate accounts need to burn information flow advertising, which is the Xiaohongshu version of "through train".

5. Three major misunderstandings in the recent communication of Xiaohongshu merchants

Extension: After communicating with new merchants recently, I discovered their common misunderstandings.

1. Hot articles do not have high artificial likes

For merchants who are new to Xiaohongshu, the popular posts on Xiaohongshu are called "hot searches", which is a term continued from the Weibo era. But Xiaohongshu is very different from Weibo.

Xiaohongshu is very strict in checking human intervention. This is easy to understand. If the proportion does not match the population, or if it is not browsed by a normal user, it will be detected by the system. Moreover, the system mostly refers to user feedback specified by the system, so not all articles that are manually liked or hidden can be called hot articles.

2. Confused about whether to do real-name authentication

Yes, personal real-name verification is important, but the core is not this. The core lies mainly in whether the content is high-quality and whether it can arouse the user's interest and generate positive feedback.

Another thing is the frequency of account updates, at least to let the platform know that you are active. In contrast, the first thing to be concerned about is not personal real-name authentication.

3. Short-term thinking: Treat Xiaohongshu note placement with a through train mentality

If we really want to compare, Taobao Direct Express should be compared with Xiaohongshu’s performance advertising, rather than Xiaohongshu’s note delivery. So, when publishing Xiaohongshu notes, do we need to evaluate KPI or ROI?

certainly! But it is impossible to evaluate it in one day, it will take at least 2 to 3 months. Sometimes you can see obvious results in just one month. If you combine performance advertising with note promotion, the ROI will be more obvious.

Author: Zhuang Jun

Source: Xiaohongshu Marketing Zhuang Jun