How to write popular notes on Xiaohongshu?

"Hey, my notes have had poor traffic recently, low inclusion rates, and no hit articles. I feel bad!"

"I checked it many times, but I still don't know what the problem is. I have revised my notes many times!"

The sentence I hear most recently is, let alone a popular article on Xiaohongshu , I am very happy that my notes can be included. Inclusion and popular articles are good news for creator bloggers, companies that publish Xiaohongshu blogger notes, or those who operate their own Xiaohongshu accounts.

But we cannot stand still. The explosive rate of articles is one of the directions we pursue. If the operation staff finds that the note traffic is relatively poor, they may wish to review the following 15 reasons in this article. Originally, we wanted to write about 17-18 factors.

If you think it’s good, please forward it and leave a message, and forward it to your friends who need help.

Xiaohongshu Hot Article Notes 001: Pain Point Factors

Whether a note can understand the user's pain points determines whether it can become a hit. Each note is more like solving the confusion of a certain group of people.

Whether it is a single product recommendation or a collection of strategies, the essential core should be to solve the problem. It is best if each note has 1-2 pain points.

If Zhuang Jun simply told you the theory, I'm afraid it would just be an article. I hope that through words, readers can take action and get good results.

If you rely on your own imagination and feeling to determine the pain points, it is far from accurate. Therefore, the way to grasp the pain point is to find the place closest to the user, such as;

1. Taobao competitor reviews

Especially the questions asked in the Taobao comment area. The content of the questions is what many consumers are worried about. Here we can see the buyers' negative reviews. The medium and bad reviews can be fed back to the complaints of consumers or users.

When we see these questions, we also think about how to integrate them into Xiaohongshu notes . Then go back to Xiaohongshu and search for these related words to see if there are many popular articles.

2. Xiaohongshu competitor notes and comments

When you go back to search on Xiaohongshu, you will also see the competitor’s hot article notes, which are the continuation of the previous Taobao competitor review.

The notes of Xiaohongshu's competitors also follow the above content. At this time, open the comment section of the notes, collect 20-50 notes, and carefully analyze the questions or complaints in the comments.

3. Xiaohongshu search drop-down box

This part is all about digging out the popularity of keywords. When you segment the keywords, you will find that there are also segmented demand words with suffixes.

Just like Zhuang Jun’s previous article, he wrote about a certain sub-keyword “eye shadow tutorial for single eyelids”. Single eyelids are a pain point. Why do I say that? Because applying eye shadow for single eyelids is also a confusion for some girls, which shows that this is what they care about, but the entry point here is a pain point.

4. Baidu keyword mining

We have checked Taobao and Xiaohongshu above. Don’t forget Baidu’s keyword mining, which can also be used as a reference for pain points, especially when you enter a product word or a core word and add “what to do”.

Baidu searches will display a lot of titles and content, which can help us extract the pain points of consumers or users.

The above is about self-checking whether there are pain points in the notes, and how to dig out the words or content that find the pain points. In addition, you can learn more about the operation of Xiaohongshu on Zhuang Jun’s official account.

Xiaohongshu Hot Article Notes 002: Cover Factor

If a child keeps coughing, it is probably because...

The number of readers is never high, mostly because of the cover.

The cover of Xiaohongshu notes is officially called the header image, and is also commonly called the first image. According to the idea of ​​e-commerce operation, it can be said that a good cover image will affect the click-through rate.

The copy on the cover is also very important. On the Xiaohongshu platform, people's first visual is the header image. Some notes do need image copy or titles.

To highlight the subject and grab attention. According to different industries and styles, we extract covers that are likely to become popular articles, and then compare them to form a popular article library.

If we find that the reading volume is relatively low, we can make 2-3 more pictures as backup. We can use the elimination method to replace other pictures that we think are good for testing. Although the cover does not completely determine whether the note can become a hit, it must account for a large proportion of the reason.

Xiaohongshu Hot Article Notes 003: Content Form

There are also 5 types of notes here. It is recommended that single product notes start with pain points. The number of words does not have to be many, but it must capture the user's pain points. Maybe Zhuang Jun said this, but you still don't feel it. This is a concrete way to collect pain points.

First, you can collect consumers’ questions or negative reviews in the comment section of Taobao’s competing products. You can also refer to the good reviews, but there are more neutral and negative reviews and questions. As for the good reviews, you know.

The second way is to find the text of users' questions and complaints in the comment section of Xiaohongshu's competitors or our notes. In fact, our communication with users is through their behavioral feedback. Only then will we know what users or consumers think of your content, your products, and your brand.

Because this world is imperfect, there are opportunities for latecomers. Embracing imperfections will make business more perfect.

Single product notes also have a logical structure, which generally means arousing interest - uncovering pain points - demonstrating value - solving problems - promoting transactions.

To arouse interest, it depends on whether the cover picture attracts users and the text on the cover. Of course, the cover of the above note has no text, because appearance is the best text. The second is the attractiveness of the title.

Uncover the pain points; in the picture above, we have ①, which means that the situation you are facing is very annoying. The cold and dry weather makes your skin red and dry. This part is to uncover the pain points.

Demonstrating value includes trust. For example, in the note copy part ② in the picture, it says, "This brand has been a well-known Korean brand since I was in high school, and I have always wanted to try it. After all, it was recommended by the ageless goddess Lee Young-ae." The brand is explained here, but this note is reported, so the advertisement will be obvious.

Part ③ is about solving the problem. It is about whether the problem is solved through this product or some method. The final result is what kind of result is presented, which echoes part ①. The final promotion action can be reflected at the end of the article or in the comment section.

Of course, the copywriting of our non-commercial reporting notes should be softer and the number of words should be as small as possible.

Xiaohongshu Hot Article Notes 004: Picture Page

According to what we said above, the types of notes on Xiaohongshu can be roughly divided into five categories: single product recommendations, multi-product collections, useful single products, horizontal evaluations, and vertical life.

Although the header image is very important, the image pages inside are the key to carrying traffic. There is usually one header image, 2-5 inner page images, and one image at the end to draw attention or give instructions.

The inner pages must make users want to collect them, and strategy and tutorial notes can satisfy this requirement. This also explains why when users read an article on a public account, they feel that they have not finished reading the useful content and have a strong urge to collect and forward it.

Let’s take a look at a note that makes female users want to collect it. The picture above is an eye makeup tutorial note. Female users still can’t remember it after reading it once, so they will collect it. I like it because the header image is pretty, and I collect it because it is very practical.

Xiaohongshu Hot Article Notes 005: End of Article Guide

The behavioral trajectories of Xiaohongshu users have been shared before. Exposure, reading volume, likes, collections, comments, reposts, @, these actions are the focus of feedback on a note. The guidance at the end of the article is mainly to remind users of the next action.

For example, at the end of a video, or at the end of an article, “Hurry up and @ your silly friend to come and watch,” or “Hurry up and @ your friends to come and watch,” these are instructions. The final effect will be different if you do this or not.

The command at the end of the article is @, which means fission propagation. Usually, we creators only ask users to "three times connect", and then @ his friends around him, and the spread that can be exerted will enter the next round. For details on Xiaohongshu user behavior, please refer to "Experience bought with 5 million yuan: Xiaohongshu's method of building a brand"

Xiaohongshu Hot Article Notes 006: Comment Factor

I don’t know if you have noticed that when we read articles or watch videos, we are curious to click on the comments section to see what others think about it. This also explains why many video platforms have the barrage function, which makes it not interesting enough to watch by yourself.

Therefore, maintenance of the comment area is critical. Even if a small account is interacting, it is recommended that accounts with weak relevance interact. It is best if the content attracts comments from normal users.

Here, Zhuang Jun would like to extend his remarks. We still need to be careful about manual comments. Xiaohongshu’s anti-censorship mechanism is very powerful, especially for interactive behaviors.

How do you understand it?

The system will record the behavior of one account towards another account, such as liking, collecting and commenting. That is why the system can detect human intervention in data. The system will not tell the user or prompt some behaviors, but it will be recorded. If the number of times is too large, the behavior of the recorded account will also be affected.

Xiaohongshu Hot Article Notes 007: Interaction Factors

In 2019, the official issued a notice against mutual likes and hiding of posts. Here, it can also be extended to the reading of related accounts. When the number is large, the official can also detect it.

For example, I have seen hundreds of accounts active in the same region, and these accounts often interact or read each other's notes, and these behaviors are also recorded by the system.

At present, after the blogger's note is published, the blogger's fans see this note from the personalized recommendation homepage, click in,

This will make it look more normal, including the length of time spent reading the notes, and then liking and collecting them. No matter what the behavior is, it will look the same as a normal user. Of course, the rules and audit mechanisms may be adjusted in the future depending on the changing circumstances.

Xiaohongshu Hot Article Notes 008: Keyword Factors

Xiaohongshu's exposure mechanism has two major system modules, one is the personalized recommendation mechanism, and the other is the search mechanism. The details are discussed in "15 Traffic Portals".

When the personalized recommendations of notes are relatively weak, to put it bluntly, the initial reading volume is not high and cannot cross the second large traffic pool. At this time, the ranking keywords of our search entrance have been strengthened and still have the chance to be searched by targeted groups of people.

Therefore, good content, coupled with keyword reinforcement, has the potential to become a hit over time. Of course, this is not determined by a single factor.

After all, Xiaohongshu’s interactive system is complex and intertwined. For details about keywords, please see "Are Xiaohongshu's big-brand competitors dominating its traffic? Use these 3 tips to overtake others with your note-taking campaign! 》an article.

Xiaohongshu Hot Article Notes 009: Account Factors

When doing marketing on Xiaohongshu, try to diversify the types of accounts. How do you understand this?

You must have a Xiaohongshu corporate account, a Xiaohongshu personal account, and a Xiaohongshu brand partner account. Why do you do this?

Only in this way can you know which account will be more ideal for publishing the same type of content, in terms of exposure, reading volume and interaction. There is no shortcut and only practice can bring true knowledge.

If you want to be faster, you can choose to cooperate with Xiaohongshu bloggers and post Xiaohongshu blogger notes. In fact, this is also to save time in operating your own account.

This involves issues of money and time. If a Xiaohongshu account violates the rules multiple times in multiple posts, the system will record it. Being put in the blacklist and limiting the flow of users are the same thing, and the main thing is to affect subsequent creations.

Xiaohongshu Hot Article Notes 010: Selling Factors

We talked about pain point factors above. So what is the difference between selling point factors and pain point factors? The selling point is the highlight of your own products or advantages, while the pain point is the problem encountered by the target group. The pain point comes first and the selling point comes second.

For example, LV products, you say the pain points are not very focused. But it only needs to highlight its selling points, and people who are aware of this will automatically have the desire to buy. After all, the halo effect of this big brand has long been formed.

In content marketing, the content of a note is also a product. What is the differentiated selling point of this note? Why should users give good feedback on your note? Regarding the creation of selling points for new brand products, I will write about it separately later. Zhuang Jun has already opened a public account.

Xiaohongshu Hot Article Notes 011: Platform Rules

The rules of the platform are like a woman’s heart, difficult to guess. You always think you understand it, but after a while, you will find that the rules have been adjusted again.

In fact, the authorities do not want anyone to understand the underlying rules of the platform so clearly, so the idea of ​​"metaphysics" is often circulated among bloggers.

Here we need our friends who are doing content marketing on Xiaohongshu to communicate frequently and share information with each other as soon as we find any changes to counteract changes in platform rules. Zhuang Jun has established a paid reader group, and those who are interested can join.

Marketers still need to understand one thing: part of the sunk cost should be used for testing. It’s just that everyone around you is doing this type of thing. Through mutual communication, the sunk cost of trial and error can be reduced, and you can embrace the changes in the platform by changing yourself.

Xiaohongshu Hot Article Notes 012: Official Hotspots

Every once in a while, Xiaohongshu will officially launch an activity topic, such as "City Picnic" and "Cook a Meal for the One You Love" a while ago. The platform will have a traffic bias towards notes written by creators and bloggers who participate in official topics, so we can also consider this when creating notes.

Let’s look at the picture above. The official event initiation will be shown in the notes of Life Potato or Captain Potato. The official potatoes of Xiaohongshu are not only Life Potato and Captain Potato, but also Beauty Potato, Hungry Classmate, Fashion Potato, etc. Brands in different categories focus on different potatoes.

Xiaohongshu Hot Article Notes 013: Seasonal Hotspots

Regarding the direction of seasonal hot spots, even if Xiaohongshu officially does not go with the flow, this hot spot still exists. Seasonal hot spots are mainly climate changes in spring, summer, autumn and winter, which lead to changes in user needs. For example, in summer, sunscreen and cold drinks must be popular topics.

To be more specific, it includes tips on how to protect yourself from the sun in summer and how to make DIY milk tea in 10 minutes. When winter comes, winter skin care and winter dressing will become more popular. For example, e-commerce clothing merchants are already preparing winter clothing in the fall, and the same is true for Xiaohongshu’s content marketing.

If season-related topics do not appear in your content, you might as well add another dimension to face the content in front of you, or plan ahead and start preparing for content marketing for the next season.

Xiaohongshu Hot Article Notes 014: Holiday Hotspots

It is clearly written on the marketing calendar that festivals related to women will also be popular on Xiaohongshu. Even before the platform launches related topics, we already know that the content of the next notes will be more popular.

Valentine's Day, International Women's Day, Mother's Day, 520, Chinese Valentine's Day, Christmas, Spring Festival and other festivals. When doing content marketing, you should focus on these types of festivals, which are what they pay more attention to. So we can do it before the festival comes.

First, look through last year’s holiday content, collect the content that can touch female users, and then integrate your own style to create new content. The core of the content has not changed.

Xiaohongshu Hot Article Notes 015: Title Factor

On the Xiaohongshu platform, the cover/header image is the first attention, and the title is the second attention. In any field, there are always excellent competitors who do a good job. We just need to build on their foundation.

However, you should pay attention to the publishing time of the note, because some titles are too exaggerated and may cause sensitivity on the platform. Therefore, try to find the latest popular article titles and imitate them. Zhuang Jun mentioned titles in previous articles, and titles all have templates.

Ending:

If a blogger, Xiaohongshu operator, or marketer finds that a note has a low reading volume, has not become a hit, and is not included, then you can review and self-examine the above factors, which can help you open up your thinking and find your own creation or marketing path. Zhuang Jun can help you here.

Sometimes, it is not necessary to complete every note to make it a hit, but try to do the core parts as well as possible. We will meet on the road of content marketing.

Author: Zhuang Jun,

Source: Xiaohongshu Marketing Zhuang Jun