Xiaohongshu’s marketing mechanism for pushing popular articles!

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 cannot compose them."

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 after several years.

This is also the content moat that I have always emphasized: "Brands must build a content strategy. In occupying the brand's mind, content is a moat."

Main content:

1. Beauty and skin care cases
2. Maternal and child cases
3. Dressing Cases
4. Food Cases
5. Analysis of the causes and characteristics of explosive articles

1. Beauty and skin care

For beauty, let’s take a look at the first picture first. Xiaohongshu supports this kind of collection of content, which is different from the ones we photoshopped. The platform also supports real-life shooting. Let’s look at the title first. This note was published on November 9 last year, which is the stockpiling list before Double Eleven - the Double Eleven stockpiling list of a 20-year-old female college student.

First, let’s talk about the title. The title is targeted at female college students, so the purchase price of the product for this group will not be that high. Let’s take a look at the content she recommends, which will tell us what is good about it. This can be regarded as a vertical collection or vertical life. So if we are celebrating Queen's Day, can we write like this? What is a 20-year-old girl's shopping list for Queen's Day?

Of course you can. If our target audience is 30 years old, we can still replace the age group in the title.

There is no doubt that these titles and content scenarios are all things we can copy. Here, let’s do a small test. After Double Eleven is Double Twelve, so how can we replace the title?

That’s right, just change the time point to Double 12 Shopping, and the products in the content can also be changed. Whether it is a big brand, affordable goods, or your own products, you can use such a title.

Let’s look at the second beauty case:

Here she wrote about imitating a celebrity's makeup, with the celebrity in the front. In fact, this is called leveraging the celebrity effect. Her title is - The importance of changing eyebrows and eyes with bare hands. The whole content is actually very practical. Her title did not mention which product she was going to promote at all, but it also made people feel that there was a lot of practical information. This type focuses more on tutorials, which is what I have been emphasizing: tutorials are practical information, tutorials are content, and tutorials are penetration.

When we walk on the street, we will receive flyers from others, but we will not throw away some of the contents because sometimes the flyers will contain helpful information, such as local courier contact information. At this point, even if you know that the flyer is an advertisement, it will not be thrown away if it contains real and useful content.

The third case is a collection of cosmetics that Korean girls love to use. This is also similar to the celebrity effect, which makes people curious about what types of products Korean girls are using. At the same time, its content is also very detailed. It was published in November 2020 and has more than 2,000 likes, making it a small hit. The population here has actually been segmented. Girls who are more interested in Korean girls are generally those who love to watch Korean dramas and love to put on makeup.

The title, content and cover, these cases are all helpful for us to learn. Although they are all tutorials and collections, the contents are essentially different.

2. Maternal and Child Care

When we talk about copywriting, we always talk about emotions and involve resonance. However, when we may not express our emotions, the readers will actually have emotions. This is what our works, notes or content should reflect.

Next, let’s look at mother and baby products: 42-day confinement meals - just follow the instructions in the kitchen and eat. Do you still need to go to a confinement center? What is the resonance point of this note? ——Show it to mother-in-law. This is the key point.

The scene entry point of this note is the sense of immersion of a new mother in the confinement period and the interaction between the mother-in-law and daughter-in-law. It takes into account that a girl's emotions are unstable during the confinement period. Different mothers-in-law have different reactions. When I opened the comment section, all I saw were complaints from new mothers about their mothers-in-law. For example, "The mother-in-law doesn't care whether you have a good confinement period. She only cares about whether the baby has milk to drink."

This comment received 130 likes. The more comments and likes there are in the comment section, the easier it is to get recommended by the Xiaohongshu platform, which is also a trigger for a popular article. We all talk about resonance, and this is a very vivid example of resonance. Moreover, the pictures contain a lot of practical information, which is a guide to postpartum meals, so they will also be collected a lot. There have been similar types of notes in the past, so it is suitable for beginners to copy homework. Go and do it, the chances of your article becoming a hit are very high.

Let me add here that we are all talking about the quantity of notes, but we cannot only focus on the quantity. If the reading volume is too low, it will not be conducive to our promotion. If I carefully plan a hit article, the number of readers of one article can exceed 10,000. Maybe two or three notes from me can surpass 100 notes. It’s not that the volume is not important, but it depends on where our focus is.

We are not pursuing low prices or free services, but value.

Let’s look at the second case of maternal and child care:

First of all, a baby as the cover is easy to attract clicks. Add in the copy that highlights the key points and the crying expression, and you have already completed the first step towards becoming a popular article.

Secondly, the copy is quite practical. We can see from the third picture that product content has been implanted here. You will find that this note is actually about solving the problems that new mothers face when their babies catch a cold. It is "The Most Complete Care for Baby Colds". Have you found the key point? The solid content of the solution is the second incentive for a popular article.

The third case in the maternal and child category may seem like an anti-counterfeiting story just by looking at the title, but in fact, the content is not like that. There is a contrast between the title and the content. Generally, when we see a title like this, we think that this note is exposing the fake hot mom blogger on Xiaohongshu. In fact, this note is self-deprecating, saying that she is exhausted from taking care of children and staying up late to create content every day.

Therefore, "The hot moms on Xiaohongshu are all fake! Don't believe them" is very eye-catching, and you can also learn from this contrast effect when writing titles.

3. Outfit

Now, let’s take a look at the clothing – what should dancers wear? Super cool design with a subtle touch.

At this point the crowd has been identified – people who love to dance. At the same time, if you look closely, you will find that the name of the Taobao store appears in the middle picture.

Sometimes, when we are a new merchant, we must be careful not to emphasize our products too much, as this will make the platform and users feel that we are promoting something. This picture gives us a good inspiration. It reveals other people’s shops, but focuses more on promoting one’s own brand, which seems more natural.

These contents that become popular articles often follow a familiar collection pattern.

Let’s take a look at the second case of clothing and matching:

Anyone who is interested in Korean dramas and their outfits will click in to take a look. During the promotion, this collection lists a lot of stores. These stores may be promoting for others, or they may all be big brands, with a new brand of their own interspersed. But please note that your own products must be in the C position.

We can copy the homework from the title. The above title says "Learn the dressing style from the Korean drama "True Beauty"! It's so beautiful." For example, if you are a beauty brand, then you can write "Learn the makeup of the heroine in the Korean drama "True Beauty", it's so beautiful" and so on.

The data of this note is still very good, with the number of likes + collections being nearly 80,000. This does not mean that everyone who imitates it will become popular, but it just means that the rate of popularity will be higher in comparison. This kind of case is worth our consideration.

4. Food

Here are some small examples collected by my friends - they are all convenient foods that I have in my personal collection. Please don’t stop producing them or raise the prices.

This is actually quite laborious. For example, I made a note with a collection of 50 products, 40 of which are relatively well-known and 10 of which are my own. Then I can intersperse them back and forth to make the content more natural and the user will be more likely to collect them.

Only when our content can go beyond Xiaohongshu’s fixed traffic pool can our products be seen, and “altruistic” content is very critical. And this sentence structure - please don't - is also quite attractive.

Let’s take a look at the second case. The title – Sour, crispy and refreshing pickled radish – is finally arranged.

Let’s look at the cover again. The first one is Qi Wei, and the second one is He Jiong. These make us want to click in. This indirectly shows that the radish that Qi Wei eats is cooked the same way as in the video. It feels like Qi Wei and He Jiong are pickling the same radish, which is also a celebrity effect.

The third small case is the 5th day of feeding my best friend.

This article has been collected 14,000 times and has been liked 45,000 times. Even though the content is not explained in great detail, it is still worth collecting. Collecting means it is worth learning, and liking means that you think the content is good. We will find another keyword here, which is "self-made New Year gift package". New Year is a popular keyword during this period. The Spring Festival has not arrived yet, so it is a more appropriate keyword. Therefore, in addition to the content, hot keywords and appropriate keywords are also very important.

5. Analysis of the causes and characteristics of explosive articles

Through the above cases, we can summarize the characteristics of explosive articles. Here are some experiences shared by some friends: Xiaohongshu explosive article creation = potential explosive articles + suitable influencers + useful content

type:

1. Collection: Put the brand and competitors together, debut in the center, or put it among well-known brands, and use the traffic of well-known brands to feed back;
2. Useful information: Solve customer pain points and create content that customers want to collect.

content:

1. Crowd labeling: the shopping list of a 20-year-old female college student on Singles’ Day;
2. Scene introduction: What to wear for dancing! Super cool design and careful jeans;
3. Celebrity/Hotspot Effect: Learn how to dress like in the Korean drama “True Beauty”! It’s so pretty too;
4. 4 Naked recommendation: This lingerie shop with pure, sexy and good-looking appearance is so tempting.

Cover:

1. High information density
2. Insert keywords
3. Eye-catching pictures

How to do it? First analyze 50 popular articles in the same industry, then find experts with high fit, and jointly plan the underlying law of popular content:

• Content selection: tutorials, guides, collections;
• Method: Use celebrities to target groups, e.g. female college students, fans of Korean dramas, age groups, scenarios, e.g. confinement, when the child has a cold, what to wear for dancing, time periods, e.g. New Year gift packages;
• Emotion: bring in contradictions, for example: show it to the mother-in-law, arouse resonance or reveal a secret, for example: the hot mom on Xiaohongshu is a liar, keeps it privately, please don’t raise the price;
• The icing on the cake: Details, such as makeup tutorials with large eye makeup comparison pictures, and tempting pictures, such as food.

Summarize:

1. If you have 1 of the above four points, it may explode; if you have 2-3 of them, it can explode; if you have all 4 of them, it’s awesome, it will definitely explode!
2. It is better to write one hit article than to publish 100 mediocre notes.
3. Read more, think more, and copy more!

By sharing typical cases of beauty and skin care, food, and maternal and child care, we have analyzed the common characteristics of popular articles. In the following content sharing, we will also detail the creation of a Xiaohongshu popular article series and Xiaohongshu brand marketing. Please follow me to share more Xiaohongshu marketing knowledge, and I will explain it to you in detail.

Author: Zhuang Jun

Source: Zhuang Jun (zhuangjunweixin)