Xiaohongshu brand content keyword analysis

It has become a consensus that brands can seize the search traffic with the strongest consumer willingness on the platform by deploying keywords in note content when advertising on Xiaohongshu. To this end, Qiangua Data has launched a new brand content keyword analysis function on Xiaohongshu to help brand users gain an in-depth understanding of the keyword layout of competing products, thereby better optimizing brand content strategies.

01 Seize Xiaohongshu’s search traffic and influence users’ consumption decisions

Xiaohongshu search traffic means that users actively search for keywords, and the platform uses algorithms to match corresponding content to users. It can be said that if the layout of the keywords in the note content is well optimized, it can bring a steady stream of accurate traffic to the brand.

Xiaohongshu's brand content keyword analysis is located in the Brand Analysis - Note Analysis section. It classifies and aggregates brand-related note content tags, and performs AI intelligent classification on these keywords, such as category words, efficacy words, etc. Users can use this function to understand the note keyword layout of competing brands and use it as a reference for brand marketing decisions.

Figure｜Qiangua Data-Brand Analysis

In addition, the content keyword analysis provides a view of the related note queries and proportions of each keyword, as well as the average interaction volume of the notes with the keyword. The data can be exported with one click, making it convenient for brands to quickly calculate and screen out keywords that are suitable for brand placement and have larger traffic dividends.

By exporting the note content keywords of the domestic cosmetics brand Huaxizi in the past 30 days, we selected 7 brand note content keywords with an average total interaction volume of more than 1,000.

The keyword "eyeliner" ranked first, with an average total interaction of 3,000, but there were only 11 related notes, ranking 46th among Huaxizi's 75 note content keywords.

Figure｜Qiangua Data

Looking at the top three keywords in Huaxizi's notes, we can see that Huaxizi has recently focused on the categories of "lipstick", "loose powder" and "eyebrow pencil". The relevant notes account for a large proportion, but the total number of interactions per note does not reach 1,000.

Figure｜Qiangua Data

There are more than 2.6 million notes when searching for "lipstick" on Xiaohongshu, while there are only more than 560,000 notes for "eyeliner", which is one-fifth of the former.

Qiangua Xiaohongshu’s hot search word list shows that the keyword “lipstick” has long occupied the Xiaohongshu hot word list and is a key word for many brands. In the July beauty and makeup hot word list, “lipstick” ranked 13th and “eyeliner” ranked 26th, but the popularity value of each note for “eyeliner” was greater than that for “lipstick”.

Figure｜Qiangua Data-Hot Search Word List

By mining data and deploying less competitive and more segmented category words on Xiaohongshu, brands can quickly capture accurate search traffic on Xiaohongshu, influence user consumption decisions, and improve the cost-effectiveness of brand investment.

02 Do you have to invest in brand keywords? Three key points

The keyword "lipstick" on Xiaohongshu is very popular and has fierce competition. Does that mean brands can’t invest in it? Otherwise, brands can find an entry point in the following ways.

1. Select keywords related to your ads. For example, according to the form of planting grass, choose "lipstick color trial" or "lipstick sharing"; according to the product characteristics, choose "lipstick whitening" or "lipstick matte"; according to the usage scenarios and marketing nodes, choose keywords such as "lipstick date" and "lipstick Chinese Valentine's Day".

Figure｜Qiangua Data-Hot Word Analysis

2. Choose competitor keywords to place your advertisement. When brands choose Xiaohongshu bloggers to create content, they can use competitor keywords with large traffic to attract traffic to brand notes, such as "mac lipstick", "YSL gold bars", etc.

3. Make good use of combined keywords. This collaboration note between Xiaohongshu blogger @深夜徐老师 and Hua Xizi covers many hot search terms, combining and associating lipstick with scene terms and functional terms such as "romance", "whitening", and "plumpness", bringing higher traffic popularity to the note.

Figure｜Qiangua Data-Note Analysis

It is important to note that you should not deliberately pile up keywords that are irrelevant to the content of the note, otherwise it will be judged as malicious diversion by the platform and affect the effect of the note.

03 Conclusion

Brand content keyword analysis helps brands conduct competitor research and content optimization.

When competing for Xiaohongshu's search rankings, brands can attract users to immerse themselves in the scene, increase product exposure, and trigger their active searches by deploying more segmented and precise keyword content, thereby achieving the conversion of Xiaohongshu's promotion effects.

While further optimizing various functions, Qiangua is also working hard to explore user needs, serve users with professionalism and focus, and help everyone to better operate and promote. More functional information will continue to be shared with you, so stay tuned.