Xiaohongshu operation guide teaches you to avoid 90% of the pitfalls!

Faced with Xiaohongshu’s precise user group of 200 million young female users, you can’t just drool at the cake, you have to do something? I hope that your promotion on Xiaohongshu is not the kind of half-hearted one.

10 minutes of reading may save you more than 100,000 yuan.

NO.1 Water Army & Normal Users

Let’s talk about the water army. There are a lot of service providers like the one below that brush data. You can find a lot of them on Taobao or just find a third party . Don’t think that the water army is a small part. Wherever there is data, there will be water army.

Next, the president randomly selected a few Xiaohongshu KOLs, opened the KOL’s homepage with the mobile app, clicked on the fans, and saw the KOL’s fan list.

Scroll down, usually about 10 times, and when you find all of them are accounts of this type, be alert.

Characteristics of the water army: non-mainstream nicknames, all aesthetic avatars, and the number of followers is generally more than three digits.

For normal users, it should be like the picture below. Some avatar nicknames have symbols because the users are too lazy to set them, so Xiaohongshu gives the default ones.

NO.2 High-quality KOL

Screening KOLs passes two levels, and reinvesting KOLs passes three levels:

1. Water army detection. Use the previous steps to check KOL to check the proportion of water army. It is considered to have passed the preliminary inspection only when no water army is found among 10,000 fans before the launch. (The list only shows 10 fans at a time. To check 10,000 fans, you have to swipe 1,000 times. Don’t think it’s troublesome. Compared with the cost of advertising, swiping through the fan list for 10 minutes is nothing. Facts have also proved that not many KOLs can withstand the test of having more than 10,000 real fans.)

2. Interaction data: Analyze the content of the recently updated notes and check whether there are any abnormalities in the interaction data according to the following methods.

a. Amazing, funny, short and meaningful ones will get a lot of likes.

b. There will be more comments on controversial, emotionally resonant, extremely uncomfortable, and those that cause large emotional fluctuations.

c. Practical types, strategy types, tutorial types, and knowledge types will have a relatively large number of reposts.

d. Except for some special cases mentioned above, in most cases, Collection>Like>Comment&Repost.

3. Execute docking

a.Service attitude: sincerity, recognition and cooperation.

b. Professional skills: conceiving framework, writing copy, shooting, and photo editing.

c. Conversion awareness: We will find ways to balance fans’ content preferences and products, and provide comment guidance to help Party A achieve conversions as much as possible.

NO.3 Low-quality KOL

Confused quotations, poor professional skills, poor sense of responsibility, easily emotional, blindly compromising with the client's advertising requirements and ineffective suggestions. These bad situations are mostly caused by the following two points:

a. Fan data is all inflated, and the mentality is to make every possible profit.

Because they don’t have to consider the feelings of their fans (because they don’t have real fans at all), they make random quotes and the sponsors can write whatever they want as long as it doesn’t violate the rules (and they don’t have the professional ability to give good suggestions). However, this kind of blind coordination is not good cooperation, but inefficiency!

b. It’s too easy to make money

The unprofessionalism of advertisers has brought many business opportunities to these fake KOLs. The easy money has created a character of high expectations but low skills.

Various negative aspects followed, such as random quotations, poor sense of responsibility, and emotionality. Most KOLs in the market were criticized, mostly because of the wrong choice of KOLs or the unprofessionalism of advertisers.

The cooperation with KOL is actually more like finding a partner rather than buying and selling. If you choose the right one, it will be a strong alliance, but if you choose the wrong one, it will cause chaos for everyone.

NO.4 Platform traffic mechanism (key point)

If you want to do a good job of promotion on the Xiaohongshu channel, it is essential to understand the traffic mechanism of Xiaohongshu.

The unchanging feature of the channel traffic mechanism is "change". The mechanism will continue to evolve and upgrade over time, just like Baidu's algorithm. With the development of technology and the increase in the amount of information and users, the mechanism is also being updated and iterated. At this stage, there is basically a small change every month and a big change every quarter. What we need to do is to adapt to the mechanism to achieve twice the result with half the effort.

The following is a summary of the current traffic mechanism experience after the recent launch of Xiaohongshu.

a. Different people have different faces. After a note is published, the official will identify the original quality of the note. Once the official quality of the note is qualified, it will flow into the public domain (if the content of the note is included in the search, it has entered the public domain). If the note cannot even enter the public domain, it cannot be recommended.

b. Weight mechanism. When notes flow into the public domain, the platform will expose them to different people based on user preferences. The higher the account weight, the higher the priority and the more exposure it will get. The weight is related to registration time, number of notes, activity, number of fans, number of likes and favorites, number of comments and reposts, etc.

High-weight features: Complete account information, unified header image style, complete image and text structure, no illegal content on the homepage and comment area, recent notes, and more interactions.

c. Traffic sources: The traffic sources of a note are mainly from discovery, keyword search, fans, topics, and nearby.

Factors affecting discovery exposure: user demand popularity associated with the note content, publishing time, publishing account weight, and content interaction volume.

Number of fan exposures: fan stickiness and fan activity (real fans).

Topic traffic exposure: topic popularity, release time, matching degree (based on platform algorithm), interaction volume,

Keyword search exposure: matching degree (based on platform algorithm), account weight, interaction volume,

Release time: 12:30 to 14:00 noon, 17:30 to 20:30 pm from Sunday to Thursday, and 21:00 to 23:30 from Friday to Saturday.

Relatively speaking, traffic distribution on weekdays is more concentrated, while traffic on weekends is larger but more dispersed. Posting during the hours of high user activity at noon and in the evening will result in higher exposure than posting at other times. (Although not necessarily much higher)

NO.5 Content Quality (Key Point)

The purpose of promoting products on Xiaohongshu is to generate product recognition, brand recognition, purchase associations and word-of-mouth sharing among consumers. If you want good results, you must pay attention to the quality of the content. If you throw the same content in front of consumers, then what consumers will give back to you will also be the same communication effect.

Compared with other platforms, content marketing on Xiaohongshu requires not only the content itself to have in-depth value, but also to cater to the platform's traffic mechanism.

So, what details should we pay attention to? Let’s take a look at these data first.

Exposures and readings

Exposure refers to the number of times the platform exposes a note based on its content through discovery, nearby, topics, fans, keyword searches, etc.

The reading number is the number of times UVs click into the note from the list (one IP can only provide one reading number per day).

To achieve the effect of planting seeds, we need to consider getting as much exposure as possible on the one hand, and attracting as many users as possible to read on the other hand.

Therefore, the first step in pushing content to users is to use the "header image + title".

A good headline image and title can have an opening rate of about 20%-30%, while a bad headline and title can have an opening rate of less than 10%, or even less than 5%.

In order to achieve the effect of planting seeds, we need users to consume content, and the number of readings is the best data assessment standard.

The exposure that was hard-earned was lost due to the header image and title. It can be described as a boat capsizing in a gutter.

Here are some recommended notes:

There are a wide variety of header images and titles. If the title of your content is ordinary, how can you get consumers to buy it?

The president brings you some tried and tested practical tips for header images:

a. Stunning and desirable scene pictures. The pictures should be exquisite and the scenes should be what most users desire. They can be scenery, certain moments or certain plots.

b. Expose the pain points directly. The severity of the pain points should match the pain points of most users. Don’t be too severe or too painless.

c. Directly display the renderings, pain points and results. The greater the contrast, the better, without being too exaggerated.

d. Display the core value of the content. If it is useful information, tutorials, etc., directly place the value of the content prominently in the header image.

Do many people think that at this point, once the notes are published, the job is done and there is nothing more to do?

01. Check whether the note has passed the review

After the note is published, the first thing to do is to check the review status of the note to see if it has been officially published. Just select the note you just published in Xiaohongshu and click Share to WeChat Friends. You can share it to specific people, such as the file transfer assistant or friends and relatives. Then open the corresponding note in WeChat to check the review status.

If it says "under review", it means the note is still in the review process; if it does not say "under review", it means the review has been completed and you can check for violation reminders. If not, it means it has passed the review. If there are violations, you can modify the note based on the specific violation information.

However, it should be noted that each time a note is modified, the review process needs to be repeated, and the chance of a note being mistakenly killed will also be increased. Moreover, modifying a note multiple times will cause the weight of the note to be reduced, or even cause it to be restricted.

In addition, we have mentioned before the specific time for note review. The official data is within three working days, but generally speaking, it will not take that long if we send notes. The review can be completed in a few minutes to more than ten minutes.

However, there may be special circumstances, such as the peak periods for note publishing such as 618 and Double Eleven, or other reasons of Xiaohongshu's review system, which may also cause the note review time to be extended.

02. Check if the notes are included

After the notes are reviewed and approved, will others be able to see your notes through search and system recommendations?

Of course not. After passing the review, if you want more people to see your notes, the notes must be included in the Xiaohongshu system. Therefore, checking the note collection status is also something you must do after publishing the notes.

So how do you check the collection status of notes? I believe that most of my friends will use the ability to find their notes by searching for keywords as the basis for judging whether the notes are included, but this is actually not accurate, because it is also possible that the weight is too low or the keywords are inaccurate, resulting in the note ranking being too low, causing us to be unable to search for the notes.

If you want to accurately check the status of note collection, you can judge by searching the Xiaohongshu ID, which is the Xiaohongshu account.

Enter the Xiaohongshu account number in the Xiaohongshu search box and click the search button. What will appear on the results page are all the notes of this account that have been collected by the Xiaohongshu system.

(Corresponding to the notes collected by the Xiaohongshu account)

You can use this method to check whether the notes you just posted have been included, and you can also check the inclusion of your previously posted notes. If you have published 30 notes, but only found 15, it means that at least half of the notes in the past have not been included.

In addition, because it takes time for the system to process a large number of user notes, it is normal if you cannot search for newly published notes. You can try again after a while. In addition, due to system delays, it is possible that the search result can be found at first but cannot be found later.

What if the notes are not included?

First of all, before publishing the notes, you can use Lingke Dictionary (http://ci.lingke.pro/) to check whether there are any sensitive words in the notes, so as to avoid the situation where the notes violate the rules and are not included.

After the note is published, it may not be included due to the following reasons. You can modify the note slightly according to the situation, but remember not to modify it multiple times.

① Account quality issues

If your account violates the rules multiple times, resulting in the entire account being restricted or even blocked, then of course the notes you posted will not be included!

② Promotion issues

When your notes contain a large number of terms that are suspected of being advertisements, mainly some exaggerated and absolute words, and a note only introduces one product, it is easy to be identified as suspected advertisements. In addition, as mentioned earlier, stacking a large number of keywords in the article is also an undesirable behavior.

The other is a problem that brands easily encounter when they are promoting amateur notes. If the brand is just a niche brand and did not have many notes on Xiaohongshu before, and the daily increase in the number of notes for the brand is also very low, or even non-existent, then when the brand suddenly increases in volume and the daily increase in notes reaches dozens, then the notes related to this brand will easily be identified as promotional notes, and of course they will not be included!

③ Original question

As a sharing community, Xiaohongshu must protect originality, so non-original content will certainly not be included!

④ Modify notes multiple times

We have said that you should try not to modify the notes after they are published. The notes will be reviewed again after they are modified. The second review may easily lead to flow restrictions or even loss of inclusion. If you really want to make changes, it is recommended to modify it before the note generates too much data, the impact will be relatively small!

⑤ Note violation

Of course, notes that violate the rules will not be included. There have also been cases where notes contain banned words. Although they have not been notified of violations, the notes are not included. Therefore, remember to use Lingke to check for sensitive words before posting the notes!

⑥ Luck

This is the time to test your character...

In addition, if none of the above conditions are met, and you feel that your notes are normal, but they are mistakenly judged as illegal by the system or are not included, you can also try to retrieve your notes through a note appeal.

03. Whether to place French fries

After the note passes the review and is normally included, the note publishing process is basically completed, but if you are interested, you can do one more thing, which is to regularly record the note data after the note is published, such as the specific data of note likes, collections, and comments after 1 hour, 2 hours, 3 hours or even longer.

By comparing and analyzing the note data, we can actually see whether this note has content value for users, or whether the note content is popular with users. If the previous note data is good, it means that the content of this note is valuable, or at least it means that users like to read this type of content.

In other words, if this note that suits the user's needs has the opportunity to be seen by more platform users and get more exposure, it may become a hit.

What we need to do at this time is to give this note more exposure, that is, to put French fries.

Some people may not know, what exactly are French fries? French fries is actually a tool officially launched by Xiaohongshu in March this year to help users increase the exposure of their notes. Its function is similar to Douyin's dou+ and Weibo's hot topics. It is equivalent to paying for exposure for your current notes. Note that what we are talking about here is exposure, which means pushing it to users' mobile phones.

For example, a user's recommendation page may be viewed, but whether it is clicked or not has nothing to do with Xiaohongshu. Xiaohongshu only ensures that your note can be viewed by users, and each time it is viewed is counted as one exposure (repeated readings by a user do not count as multiple exposures). The specific click situation actually depends on whether the note with French fries can attract users and whether the content is popular with users.

Therefore, after we publish the note, it is very useful to record the note data. At least it can let us know whether this note is liked by platform users and whether there will be good data effects after the French fries are released.

If we use a simple process to explain it:

Publish notes - record data - find out that the data is effective - users like to read this type of content - put out French fries - notes get greater exposure - notes become popular articles.

You can also record and analyze the note data, and then combine it with the content, release time, video or picture style of the published notes to summarize what content users prefer to watch, what style they prefer, and when users are most active, just like a small user data report.

With these records, you will have a better idea of ​​what content to post and when to post it.

Author: President Banxia

Source: Qiaomu Operations Agency ( vx18438037659 )

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