I don’t know if you have noticed recently that there are a lot more homestay and travel content on Xiaohongshu. Both Airbnb and Tujia Travel have registered official accounts on Xiaohongshu. In fact, as early as March this year, more than 200 homestay brands have entered Xiaohongshu. Just recently, Xiaohongshu reached a strategic cooperation with Xiaozhu Short-term Rental.

Is Xiaohongshu going to enter the tourism industry?

In fact, Xiaohongshu has long intended to explore content areas other than beauty and fashion. At the Xiaohongshu Creator Cloud Open Day in April this year, Xiaohongshu officially released a 10 billion traffic upward plan, planning to use 2 billion traffic to support and assist vertical creators in addition to the beauty field, including pan-entertainment (film, television, music, dance, games) and pan-knowledge (finance, technology, education, reading).

In addition, it was mentioned that in the past six months, multiple categories including culture and entertainment, food, life records, sports events, and technology and digital have grown rapidly in the Xiaohongshu community.

Among them, the number of notes published on culture, entertainment, and food increased by 600%, becoming the video category with the highest number of publications on the site. Moreover, judging from the consumption of video notes, culture and entertainment, food, and daily life have become the top three most popular video categories among users , and the consumption of sports events and technology and digital products has increased by 408% and 279% respectively.

At the beginning of this year, Xiaohongshu officially released the "Upward Life - 2019 Xiaohongshu Community Trend Report", which also included data showing that the top three content that Xiaohongshu users loved to create in 2019 were beauty, travel and fashion. The "travel" category became the second largest category after "beauty" and also the fastest growing category .

All these show that on Xiaohongshu, it is not only beauty and fashion content that is popular. More content creation fields will get more and better development opportunities on Xiaohongshu, and Xiaohongshu officials will also support vertical creators in more fields. More new categories and new content will grow on Xiaohongshu.

This will become a new opportunity for Xiaohongshu's content creators. In addition to the fields of beauty and fashion, cultural entertainment, food, life records, sports events, technology and digital technology, and travel and tourism can also get better development opportunities on Xiaohongshu.

So how can creators seize this opportunity?

There are already enough content directions, so the first task is to choose a field that suits you to create. How do you choose the content positioning and creation direction that suits you and is in line with the Xiaohongshu platform?

In fact, in the previous article, we also mentioned the 7-step method of Xiaohongshu account positioning , which can help everyone determine their account positioning and content direction. Here I can also share with you:

1. Find your strengths

The excellence mentioned here does not mean comparing with yourself, but comparing with others. Simply put, I can sing, am I singing better than others? I can dance, am I dancing better than others? Of course, this definition is not to surpass everyone, but to surpass the average. In addition, being good at something does not need to be defined narrowly as "skill". Resources are also part of being good at something. For example, I am not good at dancing, but I can find some people to dance for me, and there is no problem with that.

What we need to do is to sort out what we do better than most people or what resources we have. We can list our strengths one by one according to the following directions.

1) My hobbies and interests: What have I learned because of my interests? Or which ones have you persisted in? For example: making a diary, watching movies, etc.

2) My major: Does the major I studied when I was in school give me certain characteristics, such as: experience studying for an MBA.

3) My job: What is my current job? For example: operations.

4) My personal abilities: What are my script-related abilities, for example, I have strong summarizing skills and strong language skills.

5) My resources: What resources do I have? For example, I have connections in a certain field, I live abroad, etc.

2. Find your favorite from your strengths

Based on the strengths we listed above, we need to consider what we are interested in. Interest is the best source of motivation. In addition, doing what you like will not cause resistance to operations.

Then we label the listed items, keep the ones we like and pass the ones we don’t like. However, the ones we like don’t have to be the only ones, we can keep multiple ones, because we are gradually filtering according to the funnel and finally get what we want.

3. Find something sustainable from what you like

Continuity does not just mean persistent daily updates, which can only be called hard work. As long as you have enough perseverance, it will be fine. This is certainly not what needs to be done in screening and positioning. Some Xiaohongshu training institutions will say correct nonsense, for example, if you do not update continuously, the account will reduce its weight. Who doesn’t know this? The sustainability I am talking about here means whether there is the ability to output continuously. What is the ability to output continuously?

Let me give you an example. I have ten pairs of Nike shoes, and I review Nike shoes. After I finish writing about these ten pairs, I have nothing left to write. Suppose I don’t buy new shoes, I will lose the ability to continue creating. Or I don’t know much about other shoes, so even if I buy them, I won’t be able to review them, which also means that I have lost the ability to continue creating.

So when judging whether it will last, you need to find something you like that you can continue to write about.

No one is born knowing everything, and it doesn’t matter if you don’t have that ability now, but you have to judge whether you have the ability to provide continuous input. In other words, it doesn’t matter if I have reviewed those ten pairs of shoes, but I need to have the ability to buy new shoes or have the logical analysis ability to quickly understand new shoes, so that I can find what I want to continue from what I like.

In the second filter, find what you like and can continue to do. This result is still not 1, it can be multiple.

4. Determine the user profile

Once the direction is determined, create a user profile for this direction.

(User portrait examples from the Internet)

Because we are just making an account, it doesn't need to be too complicated, just use our brain to think about it:

1) Is this content suitable for men or women?

2) What is her age range? (No more than 10 years old)

3) Where should such people live (tier 1 cities)

4) What is the occupation of this person (student, white-collar worker, etc.)

5. Is it suitable for Xiaohongshu?

The goal of this part is to compare the user portrait with the background data of Xiaohongshu. Here we must remember that our user portrait does not necessarily have to be the typical Xiaohongshu crowd. After all, what we are doing may be a niche business, but it cannot be too far away from the background data. A match is definitely the best, but some closeness is also good.

As we mentioned before, content such as culture and entertainment, food, life records, sports events, technology and digital, and travel are all very suitable for publishing on Xiaohongshu, but the target audience of the content must be the content audience of Xiaohongshu. If it is for the elderly, then there is no need to do it on Xiaohongshu.

If the answer is suitable, then we have roughly found our position. If the answer is not suitable, then we have to go back to step 2 and screen again until we get the most suitable answer.

6. Seek differentiation

The next step is to determine the direction of our content after the above screening. Before we started Xiaohongshu, we all understood that there would be no competition when creating content. In this Internet age, it is rare for one account to be the only one, and most of the time, there is competition among multiple accounts.

What we need to do is avoid direct competition. So how can we avoid it?

1) Choose a niche area

The directions we choose are often big directions, and within the big directions, we can often find some small sub-directions. For example, beauty is a popular category on Xiaohongshu, and countless Xiaohongshu bloggers are involved in this field. It is difficult for us to stand out in this field, so are there still opportunities in the beauty segment?

(Xiaohongshu blogger: Dominating the basketball court)

For example, the blogger in the picture above is working on a subdivision of sports, basketball, and then he made another horizontal division, teaching in basketball.

Back to the segmented field we mentioned, this segmentation can still be divided into horizontal and vertical divisions.

Horizontal division: For example, if others are doing makeup tutorials for beauty products, then you can do reviews.

Vertical division: Beauty and cosmetics are a large category, and you can target smaller categories with less competition. For example, mascara is also considered beauty and cosmetics, but it is just a small category. If you only focus on mascara, the competition will be much smaller.

2) Distinctive personal characteristics

In addition to the above-mentioned segments, personal characteristics can also avoid competition. For example, we can add some personal humorous words or frequently said catchphrases in Vlog. These are elements that can make the content emotional and become unique personal characteristics. After accumulating for a long time, they will gradually be remembered and accepted by users.

A typical example is Li Jiaqi, whose OMG has obviously become his distinctive label on the Internet.

(Li Jiaqi's Little Red Book)

Of course, the premise for us to discuss these contents is that the content quality is solid enough. You can review my previous article about the quality of this content. Don’t treat Xiaohongshu as your circle of friends.

7. What is your goal?

What is the significance of creating this account? We always have to make sure whether we are making a profit through the account or getting moral support through this account. So what is the relationship between goals and positioning?

The reason is that some fields are not easy to monetize, such as movie editing. In fact, it is easy to get a lot of attention and playback, but when we hope to convert it into commercial benefits, we find that there are very few people who actively seek out advertising. Because of the verticality problem and the inaccurate users, naturally no one will invest. For ourselves, it is obviously to make money, but after working hard to create an account, the commercial value is not satisfactory, then the gain outweighs the loss. Therefore, we must be clear about the goal, why we do it, and whether the content direction we determined before can support us to achieve this goal.

Through the above content, it is not difficult to determine the direction of our content. However, after determining the content direction, one thing that cannot be ignored is the verticality of the content published by the account on a regular basis. This is also a key factor affecting the speed of increasing fans.

Author: Mr. Elk Sky

Source: Mr. Elk Sky (milusir94)

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