15 entry traffics operated by Xiaohongshu

In this article, we talked about Xiaohongshu’s recent notes and the adjustments to the display interface; the identification functions of one million views, one million plays, 10,000 favorites, and 20,000 shares. In addition, the traffic structure of the Xiaohongshu platform; 8 major traffic entrances including personalized recommendations, search discovery, channel recommendations, following bloggers, message push, and live broadcast square.

This time, Xiaohongshu updated and iterated some content, but it cannot be said to be a revision. It can also be said that it updated the recommendations of social fission. The simple explanation is; after you liked the blogger's note, a series of related recommendations occurred. What exactly triggered the traffic enter key?

Here, let’s talk about this related recommendation, and combined with the previous Xiaohongshu traffic context framework, we specially wrote a more detailed article on 15 traffic contexts and marketing applications.

1. Social fission recommendation - Xiaohongshu's new move

1. Likes from Xiaohongshu bloggers

If a blogger you follow likes a note, the system will recommend it to you. This recommendation logic belongs to social fission recommendation. Just like when you like a video on WeChat Video Account, the system will recommend it to you.

An extension of Xiaohongshu’s marketing technique: If bloggers in your circle like the notes you created, then the fans of these bloggers can also receive the notes you created. What do you think of?

2. 10,000 collections of Xiaohongshu notes

A note with 10,000 collections can also receive high official recommendations. This part of the content seems to be no different from the personalized recommendations we discussed. It just tells users that this note has 10,000 collections. People tend to follow the crowd, but it is emphasized more on the exposure page. There is still a difference in the degree of eye-catching between 10,000 collections without a logo and 10,000 collections with a logo.

Extension of Xiaohongshu's marketing technique: In one account, study more notes that become highly collected. Zhuang Jun's answer is to write more guides, vertical life collections, and tutorial notes. Imitation is more important. Notes with high collections are more valuable than notes with many likes. You can find out by analyzing the user's behavior.

3. 20,000 shares of Xiaohongshu notes

The importance of forwarding notes has not been particularly emphasized on Xiaohongshu, and it doesn’t even show how many people have forwarded it. But within the official system, this is indeed an influential indicator. Look, it shows 20,000 shares and is also one of the recommended content tags. According to the exposure page, the effect of "20,000 shares" is the same as "10,000 collections".

Extension of Xiaohongshu’s marketing techniques: Therefore, when we create content, we can consciously guide and add more guiding actions in this section (although Zhuang Jun has also seen that the content is very good and it does not use too many techniques to become a hot article)

4. Xiaohongshu notes have been viewed millions of times

The functions of special marks are as above. But what we want to think about here is that even if the notes are not reported, users can still see how many times the notes have been played, and one million plays is an indicator. Content creators can refer to "After disassembling 500 popular articles on Xiaohongshu, we summarized these routines."

Extension of Xiaohongshu’s marketing techniques: For brands that place blogger notes, if you find these notes with over a million views on the homepage, you can pay attention to them, find bloggers to cooperate with, or study the logic behind the explosiveness of these notes with over a million views. For content creators, after research, they can imitate.

5. Xiaohongshu notes have been viewed millions of times

There are currently two explanations for the difference between millions of views and millions of views. Millions of views refer to video notes, while millions of views refer to the number of readings of graphic notes.

Another explanation is that one million views are merely exposures, while one million plays are readings (meaning that plays are only counted after users click to watch). We will wait and see what the details are.

Please note here that exposure is different from reading volume. Exposure refers to exposure on the page. Even if you don’t click in to read it, it is still considered exposure. The reading volume refers to the number of times you click to read. For example, if this note has 5K views, the exposure may be 7-15 times, which means more than 35,000 exposures. I usually estimate it between 10 and 15 times.

Extension of Xiaohongshu’s marketing techniques: as above.

2. Personalized Recommendations

1. Home page push - personalized recommendations

Many content platforms have this push logic. The system will record the content that the user last watched and the time they stayed on the platform. Based on the algorithm of the platform system, it will push specified content (notes that may be of interest) to the specified user. This is also the so-called "one thousand faces for one thousand people" algorithm.

2. Search and Discovery - Secondary Record Push

The system will remember the keywords you entered in the search bar last time. When you open the search page for the second time, the system will fetch relevant keywords and display them in front of you, or the extended long-tail keywords will be displayed on the previous search page.

From a marketing perspective, searching for certain target keywords more often can help you get the related keywords you want. If the keywords of our target are displayed, click on them and then click on Latest, so that you can see the latest published notes and perform our manual data intervention. Make manual data intervention of target notes normal. What the author wants to express is not to falsify data, but to make the system feel that the content of this note is high-quality content, and then push it to a larger traffic pool.

How do you understand it?

It is like when we ride a bicycle and go downhill smoothly, when the power assist ends, our bicycle will stop and get slower and slower. At this time, you pedal and the bicycle will continue to run.

This artificial data intervention is the action of pedaling, and continuing to pedal even when the bicycle stops. The push of notes will continue to the next traffic pool. But you still need to be cautious when operating. Content is king and skills are auxiliary.

3. Discovery-Channel Recommendation

Xiaohongshu’s official horizontal channel list on the homepage has 23 channels as of today, April 6, 2021. They are sorted from left to right, and each person sees them in a different position, which is also based on a personalized recommendation algorithm.

This part is also where many Xiaohongshu users go to find related content. Xiaohongshu’s user-friendly button settings are really good. After all, much of the content recommended by the entire account is based on previously browsed content, and recommending similar content will be very annoying.

We who are in marketing can also pay attention to the entrance and ranking position of this section. There are still many Xiaohongshu users who will click on the content of this section, and those with higher rankings will get more traffic.

4. Blogger's Notes - Your Concerns

The logic of Xiaohongshu's recommendation is not to rely on the number of fans and exposure, but to rely on the praise rate of high-quality note content to deliver it to a larger traffic pool.

However, for bloggers with more fans, when fans open the homepage, they will see the bloggers they follow first. This can also affect the praise rate of the notes, unless the quality of the notes is really poor.

We often say that manual intervention in data will be audited by the system, but the method here is to follow the target account of Xiaohongshu, and then through the notes recommended by the system on the homepage, we can like or collect them to interact.

Because this note is official and designated for you to read, so this operation is relatively safer.

5. Message push: official recognition

Although the message section in the Xiaohongshu interface is not as good as the personalized recommendations on the homepage, a note can receive an official message push, which proves that the note has been recognized by the system and will be pushed to the user's chat interface.

You can still get a portion of the traffic, and only high-quality notes will have this push right.

When we do marketing, especially on Xiaohongshu, this part of the note content can be collected and copied for analysis, and then broken down and made into secondary original works, which will increase the chances of obtaining a popular article.

6. Live Square – Increase Exposure

At present, Xiaohongshu’s live streaming sales are still not as good as Douyin and Taobao, but Xiaohongshu is already making efforts and taking a step forward in the live streaming track. Therefore, businesses still need to pay attention to the exposure of the live broadcast square. Whether it is for product promotion or live broadcast sales, it is necessary to try.

Live broadcast on Xiaohongshu Enterprise Account and Xiaohongshu Blogger Account

For live broadcasts on Xiaohongshu corporate accounts, preparations for the live broadcast are required. In the early stage, you need to accumulate a certain number of fans, and then carry out a wave of product giveaway activities to let the target group know about the brand. For detailed content, Zhuang Jun will write an article about Xiaohongshu live broadcast.

7. Topic depression

First of all, it is crucial to choose the right topic; the content of the topic and the keywords selected and reinforced by the title and copy should be highly consistent, and the system will record the data. Based on the topic that this user searched for last time that you enhanced, the system will recommend your notes to this user. This is one of its functions.

Secondly, when the user finishes reading the content of other notes and clicks on the topic, he will jump to the topic page. At this time, if the topic you choose is the same as this note, you will get the traffic.

This is why during festivals, many Xiaohongshu marketers or creators choose popular festival topics, which also helps to attract traffic from the topics.

Third, do you want to create your own brand topic? It is better not to create your own brand topic at the beginning, or after creating it, don’t put all your notes into this topic. Firstly, you won’t be able to get traffic from mature topics that have traffic.

Secondly, notes that include brand topics fail to create any waves and are of no help at all. Therefore, first use mature topic tags, and then put a small proportion of notes in the brand topic, step by step, and don’t treat Xiaohongshu with the Weibo thinking.

3. Search keyword entry - search system layout

The layout of the search system is mainly to ensure that the notes on the search page can be ranked high, but the ranking is not based on the amount of interaction caused by human intervention.

The following will discuss the definitions and functions of various words, as well as how we optimize keywords and choose keywords with high traffic and low competition when doing Xiaohongshu brand marketing.

1. The main keywords of Xiaohongshu marketing

We can understand that words with relatively high competition, such as summer, sun protection, sunscreen, etc., are all keywords with fierce competition, especially product words. I will not go into details here, but just tell readers the definition of the main keywords and the difficulty of competition. Let’s continue reading to learn how to reduce keyword competition.

2. Segmented keywords for Xiaohongshu marketing

The strategy of segmenting keywords is similar to the blue ocean strategy, and is also called long-tail keywords in the industry. First, reduce the competition and use the method of surrounding the city from the countryside. Usually, the subdivided keywords (long-tail keywords) are longer in text.

For example, the main keyword for the summer food tutorial guide is food. If you enter it in the Xiaohongshu search bar, you will see a lot of popular notes ranked at the top, which is really daunting and scary. Let’s continue reading.

3. Marketing techniques of Xiaohongshu brand words

The intuitive function of brand words is that unfamiliar potential consumers see our brand in other places, and then they don’t know whether the products of this brand are good to use. A common example is that when girls see a product on Tmall, they will search Xiaohongshu out of habit. This is also the reason why many businesses want to develop brand words. Simply put, it means customer testimonials.

Although many people believe that many of the promotions by Xiaohongshu bloggers are paid for by brands, brands that can invest large amounts of money in promotions will, comparatively speaking, at least have products that are not too bad, and at least the sense of security and trust will be enhanced, because the bloggers will experience them themselves first.

Of course, there are also some accounts that cannot be called bloggers. They start to promote products without even trying them. This situation also exists. It is unavoidable at present, but the official platform is also trying its best to suppress this kind of false content. It is false advertising to boast about the quality of a product without having tried it.

In terms of marketing techniques, brand words can also be used to make related collection notes. How do you understand it? I have mentioned this before in scene-related marketing. For example, in the bathroom scene, when brushing teeth in the morning,

The products in front of you include electric toothbrushes, toothpaste, toothbrush cups, facial cleansers, disposable face towels or towels, etc.

When our brand is not well-known, we can use other people's brands to associate our products. For example, we make electric toothbrushes, toothpastes include Shuke toothpaste, and big-brand facial cleansers, etc.

When others search for other big-name brand words, there is a chance that they will discover our products. So putting it here in the product word is also a kind of related exposure strategy. If you don’t understand anything, you can send me a private message. Or read my previous article "Big brands dominate the entrance of Xiaohongshu, use these 3 tricks to turn the tide! 》.

4. Product word layout of Xiaohongshu marketing

Generally, it is very difficult to compete for this kind of keywords, because competitors have already laid out their plans long ago, even several years ago, so it is not easy to break through this cloud in a short period of time. But it can be used to search for competing products.

You can then find out which brands are doing better on Xiaohongshu. We usually think that companies that rank in the top ten of Tmall’s category list will also do well on Xiaohongshu, but this is not necessarily the case. Some brands have a better layout on other platforms, but not necessarily on Xiaohongshu.

Product words need to evolve into long-tail keyword types to reduce competition, that is, become segmented keywords. For example, the owner of the manor recently discovered that the eye shadow tutorial has single eyelids. If the words we layout are just eyeshadow,

This is like confronting a big guy head-on, and there may not be a chance of winning. Of course, if the note becomes a hit, then there is a chance of winning. This chance of winning refers to the top ranking position of the keywords.

But we evolved the product words into segmented keywords; eye shadow tutorial for single eyelids, many people have also planned for eye shadow tutorials, and single eyelids belong to the segmented demand.

The examples I gave above are just starting points. Readers can follow this idea to conduct their own research. There are also other categories for reference.

5. Demand word layout of Xiaohongshu marketing

Common demand words are “recommendation, knowledge, sharing, how, matching, novice, how to do, essential, tutorial, skills, steps”. These are the demand words observed and discovered by the owner. This is not difficult to understand. According to users' common search habits, the demand words will appear after a certain product or knowledge.

The chances of winning a head-on confrontation with a big competitor are slim, but when you post or create notes, add demand words to the title, so that your chances of being searched will be higher. Don’t listen to the so-called search page rankings.

No matter how different the titles are, well-optimized keywords and more natural interaction with notes will help you rank higher. I won't accept any rebuttal. Just try it and you'll know.

6. How does Xiaohongshu determine whether a keyword has traffic?

This part is also mentioned in the article "Experiences bought with 5 million yuan: Xiaohongshu's method of building a brand", so I will talk about it in detail here.

1) Enter our target main keyword in the Xiaohongshu search bar. The definition of the main keyword has been explained above. It is usually a product word with 2-4 characters. Then a lot of suffix words will appear, and the words that appear in the search bar are basically long-tail keywords that are frequently searched in official records.

2) Whether there is a lot of interaction under the Xiaohongshu notes, and whether the keywords of the notes are accurate. Specifically, it is reflected in whether the keywords we want to optimize appear in the titles of the top-ranked notes and in the first three lines of the copy.

Of course, there are exceptions. If a popular article ranks high, it will weaken the target keywords implanted in the title that I mentioned. For information on how to create explosive articles, you can read my previous article "Little Red Book Brand Marketing: Disassembling 500 explosive articles and summarizing these routines."

3) Xiaohongshu will regularly release popular keywords

For example, pay attention to the official categories of Xiaohongshu. Not long ago, the official Life Potato Xiaohongshu account launched the "City Picnic Plan", which is basically the popular keyword promoted by the official. So with this type of words,

A flow tilt would be better. To see what brand or industry we are in, just pay attention to the official information and keep an eye on official changes at all times.

4) Common festivals in China - festival keywords

Xiaohongshu's users are also Chinese, so no matter what platform it is, content creation will be guided by users' search habits or preferences.

This is actually very simple. Just look at the marketing calendar. May 1st Labor Day, May 4th Youth Day, June 1st Children's Day, 618 E-commerce Festival, 66 Little Red Book Birthday and so on are all festivals that need to be planned in advance.

For this type of keywords, you can refer to the notes created by bloggers in the past or last year, and develop them based on the former, or create them again. It is best to plan this type of keywords two months in advance, because if you don’t plan, your competitors will get ahead of you.

5) Xiaohongshu third-party data platform

At present, the commonly used Xiaohongshu data analysis platforms on the market are: Rocket Big Data, Qiangua Data, Chan Mama, and Souxiu. Basically, you can view the popularity value of keywords on these platforms. As long as you enter the keyword you want to view, the platform will display the popularity of the keyword.

And the long-tail keywords that display this keyword. For example, if I type in "travel", the platform will display Sanya travel guide, Nanjing travel, and the popularity of the keywords. The higher the popularity, the more people are searching. It has the function of mining long-tail keywords.

6) Word packages for Xiaohongshu KA merchants

Generally speaking, this word package is a data table that only Xiaohongshu KA merchants have, which can provide detailed information about the specific daily search volume of each month. Becoming a Xiaohongshu KA merchant is not a one-sided factor, and includes brand qualifications, information flow advertising cooperation on Xiaohongshu, and a long period of sedimentation.

The table will show the ranking of search volume, and there will be many keywords. Here, I would like to say that keyword implantation is still useful. After all, Xiaohongshu officially has a paid function called search advertising, so it is important to pay attention to keyword optimization.

7. The role of keywords in the Xiaohongshu note system

The official system will add keyword tags to each note, whether it is a picture note or a video note. If the keywords in the title and text have been strengthened, the system's labeling of the note will be more accurate.

Even if the video notes do not contain any text content, the official Xiaohongshu system will still review the video notes and then form tag keywords. Once the keywords are identified, the notes here will be pushed to relevant people for viewing.

As mentioned above, the most common thing is that the user searched for a certain keyword last time, or the longer they stayed on a certain type of note, the more likely the system would think that the user is interested in this type of work.

This time your notes will be pushed to the so-called relevant people for viewing. The expression is a bit confusing, you will understand it after reading it more. So, when we are doing marketing on Xiaohongshu, we should try to strengthen the relevant keywords in our notes so that the system can push more accurately.

Combined operation process:

First, we determine our keywords or product words. Then, we enter the keywords in the Xiaohongshu search bar to see what suffixes appear and record them in an Excel spreadsheet. Next, analyze what demand words there are, such as; xxx recommendation, xxx tutorial, xxx novice, etc. Next, check the third-party data platform to dig out long-tail keywords and record them in Excel. Finally, we need to strengthen the long-tail keywords we want to implant and the frequency of their appearance in the title and copy. If you have any questions, you can consult Zhuang Jun. The official account has been opened.

Conclusion

In this article, we talked about Xiaohongshu’s recent notes and the adjustments to the display interface; the identification functions of one million views, one million plays, 10,000 favorites, and 20,000 shares. In addition, the traffic structure of the Xiaohongshu platform; 8 major traffic entrances including personalized recommendations, search discovery, channel recommendations, following bloggers, message push, and live broadcast square. Finally, we discussed in a relatively systematic way the keyword segmentation of Xiaohongshu’s content and what words correspond to what functions. Dear readers, if you think it is good, you can collect it and recommend it to your friends around you, so that you can take a look at it when you need it in the future.

Author: Zhuang Jun

Source: Zhuang Jun Xiaohongshu Marketing