Disassembling Xiaohongshu’s home notes and summarizing 3 types of hot-selling items!

No matter your age, you must have imagined what your ideal home would look like.

No matter whether it is simple and comfortable or refined and elegant, the most important thing is that it has a strong sense of life. This feeling is called "home".

During college, Xiao D did not choose to live in a dormitory, but instead rented a one-bedroom apartment of his own off campus. After having a small space where he could express himself freely, Xiao D saw home posts shared by others and immediately spent more than 1,000 yuan to buy a brand new four-piece bedding set, partition curtains, creative stickers and other soft furnishings.

The wall after the decoration of small D

The wonderful and free life of living alone lasted only three months, and Xiao D moved out of the one-bedroom apartment. Although people left, many things could not be taken away. Little D is still heartbroken about the things he threw away. "Later, I never decorated the rental house again. It was such a waste of money."

Like Xiao D, there are many people online who are keen on home furnishings, and renting a house is their first stop to escape from collective accommodation. On Xiaohongshu, there are more than 110,000 notes related to "rental house renovation".

The bedroom space of more than 10 square meters is crammed with a lazy sofa, a checkerboard floor mat, a sunset lamp, a projector, a cat climbing frame...the exquisite life of living alone begins.

This invisibly responded to the introduction of Douban's "Rental Housing Renovation" group: "Although we rent houses, we are no worse than those who buy houses."

Some notes will be titled "Follow the Xiaohongshu blogger to transform"

If you own a house of your own, you will have more than just the bedroom to play with. After some tidying up, the living room, kitchen, balcony... everywhere you look can be a show space for home lovers.

Soft decoration is just a small matter, while hard decoration which requires a decoration team is a big project.

French, Japanese and American decoration styles are popular on Xiaohongshu

Whether you live in a rental house of more than 10 square meters or have your own property red deed, home will always be a safe haven when you are tired.

It is observed that there are 5.29 million notes related to "home" on Xiaohongshu. Combining the data from Xinhong under Xinbang, we have broken down into three types of popular home articles. At the same time, we talked to several Xiaohongshu home bloggers and talked to them about how to create popular content.

01 Good stuff sharing type: many hot items, highly praised collections, gathering place for amateur bloggers

Xinhong data shows that in the past 30 days, there were 384 home-related notes with more than 10,000 likes, and the top 5 most liked notes were all sharing content about good things.

Those household gadgets that add points to daily life have become the vane of bloggers' topic selection. They can be automatic melon seed crackers, dust-free floor mats, or rotating storage racks. Users often ask bloggers to share links to good things in the comment section.

Similar activities include Pinduoduo and 1688 product sharing. Bloggers only need to post screenshots of orders, add a few impulse buying keywords such as “buy it with your eyes closed”, “go buy it” and “it’s worth it”, and then enlarge and bold them. The style is simple and crude, but they receive tens of thousands of likes and collections.

It has been observed that there are regular patterns in the titles of these notes that share good things.

For example, "My mother said: She was shocked by these things after coming to my house." There are at least 8 notes with similar titles with more than 10,000 likes. The subject "my mother" can also be replaced with "best friend", "friend", "mother-in-law", etc.

Although the content is becoming more and more homogeneous, there are still some popular titles.

The following two video notes were published only three days apart. Their titles and cover images are similar, but they still received more than 150,000 likes.

Home blogger "Fat Man Flying to the Moon" summarized it in his pinned note: "Cheap, good-looking, and practical items, with a clear theme in the first picture, a casual and playful title, and unimportant copywriting. I posted a lot of such content last year, and basically started with a thousand likes, and there were quite a few that got ten thousand likes. During that period, the maximum number of followers I gained was 3,000 a day."

The low threshold and many popular products create opportunities for amateur bloggers to increase their followers.

"Jia Jia Jiang", who just graduated for a year, started to run Xiaohongshu in August last year. At first, she just shared her daily life. Seeing that the first home note had good traffic, she embarked on the path of a home blogger, mainly sharing her bedroom soft furnishings. So far, she has spent about 3,000 yuan on soft furnishings.

Judging from the Xiaohongshu homepage of "Jia Jia Jiang", the cover angles of most notes (standing at the door and shooting into the bedroom) and title styles (mentioning keywords such as bedroom, warmth, lying down, etc.) are relatively similar. Only the household items used for sharing, such as bed sets and carpets, are often changed.

This characteristic is also commonly reflected in other home bloggers who share bedroom items on Xiaohongshu. One netizen joked: "The bedrooms of 20-30-year-old female home bloggers living alone on Xiaohongshu are all the same."

"Your bedroom, my bedroom, everyone's the same"

Regarding the phenomenon of content homogeneity, "Jia Jia Jiang" believes that it is related to the hot topic of "young people living alone and renting houses". "Many amateur bloggers rent houses, and the only thing they can share is their bedrooms. In addition, the household items that are popular on Xiaohongshu during a certain period of time, maybe after one blogger's recommendation becomes popular, other bloggers will also rush to recommend the same product."

In order to reduce the phenomenon of bedroom styles collide, she is considering sharing scenes such as living rooms, study rooms, and kitchens in the future. "But I still live with my parents, and I can't make major changes to some decoration designs. At this stage, I can only share some soft furnishings."

In addition to content homogeneity, Xiaohongshu bloggers like "Jia Jia Jiang" who share household products often have a higher total number of likes and collections.

Currently, the homepage of "Jia Jia Jiang" shows that the total number of likes and favorites has reached 105,000, and the number of fans is 3,990, with a front-to-back ratio of 26.9. Another blogger with a similar style, "XIAOMING.", has a total of 1.321 million likes and 71,000 followers, with a ratio of 18.6.

This situation is not common among other types of bloggers. Taking the top beauty blogger "Cheng Shianan" on Xiaohongshu as an example, the ratio is 2.7.

It can be seen that although notes about sharing good things are easy to become popular, most users "only recognize the notes and not the people", which has a significant impact on the blogger's fan conversion rate.

A Xiaohongshu media told the Xinbang editorial department, "If we only look at the number of fans, the advertising quotation for this type of blogger will not exceed ten thousand yuan, but if the collection data is good, the price will also increase." According to Xinhong, the price quotes for pictures, texts and videos of "XIAOMING." are all over 10,000 yuan.

02 Renovation and decoration type: old houses in rural areas become a new hot spot

In addition to soft furnishings, home bloggers are also keen to share their experiences in decorating the home.

Compared with the prohibitively high housing prices in first- and second-tier cities, Xiaohongshu bloggers have found the joy of renovating and decorating their rural hometowns. Xinhong data shows that the top three decoration video notes with the most likes in the past 30 days are all about the renovation of old rural houses.

Return to the village, live in seclusion, when you hear these keywords, who doesn’t want to become the Tao Yuanming of the new era?

In the video, several bloggers came to the countryside and did it themselves, working with the workers to renovate the old house, repair the pigpen, and take care of the garden. In their spare time, they looked out at an open space and imagined their comfortable life of enjoying the flowers and drinking coffee.

Considering factors such as video length and renovation period, bloggers usually divide the renovation video into multiple episodes and release them in a serialized form. In the video, the old rural house changes from dirty and messy to tidy, from dark to bright, and finally becomes brand new, becoming what the blogger imagined.

Xiaohongshu blogger "Six Eight Eight Chi Gua Gua" transformed the shoe cabinet into a small wine cabinet

Some enthusiastic viewers gave the blogger various decoration suggestions.

The sense of tremendous change brought about by one's own hands seems as magical as Harry Potter's magic, and some viewers exclaimed, "After sea fishing, repairing horseshoes, and washing carpets, I love watching transformation the most."

When a blogger finishes renovating a house, life in the new home has just begun. After home blogger "Yizhi Chencheng" transformed an old rural house into a "Zhifou style", he began to try to make various kinds of pastries and Chinese-style furniture by himself, recording this reclusive life in the countryside.

Videos of renovating old houses look pleasing to the eye and very healing, but there are certain requirements for bloggers. Many decoration bloggers have the label "interior designer" on their homepages.

In addition to renovating old rural houses, "Yaya and Orange Sister" have also renovated offices, homestays, single apartments and other houses, which also provides more scenarios for selling goods.

Xinhong data shows that the price of a single picture, text or video of "Yaya and Orange Sister" is 12,000-13,000 yuan, and they have published 4 brand promotion notes in the past 180 days. As of now, the account has accumulated 260,000 Xiaohongshu fans.

03 Experience-based bloggers: frequently updated, home bloggers move towards general life

In addition to house layout and renovation such as soft furnishings and hard furnishings, what is more important when living at home is to be thrifty.

For example, listening to a storage blogger teach you how to maximize the use of every square meter of living space gives you a sense of "trading space".

"Heje Heje" (abbreviated as 'Heje'), who once studied storage courses in Japan, has been sharing notes on storage and organization on Xiaohongshu since 2018. For example, she shares tips on how to fold a sweatshirt so as not to take up space and how to choose the right hanger size. As of now, she has 692,000 Xiaohongshu fans.

Like other bloggers who share home experience and practical tips, "Hey Sister" maintains a high frequency of almost daily updates to deliver effective methods. When fans regard a blogger as an "encyclopedia" of home reference, it means that the blogger can more easily gain the trust of fans.

She told the editorial department of Xinbang that even the practical experience in daily life has rules to follow for hits: "First, there is seasonality, such as the replacement of household appliances during the change of seasons; second, there are popular topics on Xiaohongshu, such as immersive content, which almost becomes a hit as soon as it is photographed; and third, there are items that have a strong sense of popularity, which are very attractive to buy just by looking at the photos."

In order to explore new topics, "Hey Sister" often works on her own house. She basically changes the wall decoration 2-3 times a year, such as painting the walls or installing shelves. At this stage, she is considering changing to another house for filming. She can no longer remember the amount of money she invested during that period, but "after all, it's worth spending it on my own home."

In addition to monetizing through common note orders, "Hey Sister" tried live streaming and selling goods on Xiaohongshu, and established her own home furnishing Taobao store, and originally designed 3 storage products. "My dream is to create a home furnishing brand of my own."

It has been observed that bloggers like "Hey Sister" who share practical skills are often not limited to home furnishings, but also cover maternal and child care, kitchen, housekeeping and other experiences. Rather than calling them home bloggers, it is more comprehensive to use the term "life blogger".

"Hey Sister" also agrees with this statement, "Fans not only want to see me teach them how to store clothes, but also want me to show more details of life, such as what to pay attention to when looking at a house, how to choose a suitable location, etc."

This means that the brands that bloggers work with are not limited to home furnishing brands. Xinhong data shows that in the past 180 days, "Hey Sister"'s cooperative brands include home furnishings, food, beauty, maternal and child care, etc.

On the Internet, literary young people often use "living elsewhere" to describe an ideal life state.

This ideal life may come from the collection of good things on Pinduoduo and 1688, or it may be the peace of mind gained after a major renovation of an old rural house, or it may be learning life tips from a blogger.

According to the "2021 New Media Content Ecology Data Report" released by Xinbang, the difference in interaction volume between the top and tail of Xiaohongshu is the smallest among the four content platforms.

This means that the phenomenon of "small-scale hot items" is more common on Xiaohongshu, and those seemingly casual bedroom photos also have the potential to become hot items.

Finally, through the analysis of 5.29 million Xiaohongshu home notes , we have summarized the following three types of hot products:

1. Good stuff sharing type: low threshold, high likes and collection, suitable for amateur bloggers to practice;

2. Renovation and decoration: It requires certain hands-on skills. Renovation of old rural houses is a recent hot topic.

3. Experience-based type: Maintain high-frequency updates, be familiar with various life tips, and develop in the direction of general life.

Several popular types actually reflect many people's imagination of an ideal life, which is also the fundamental reason why home content continues to be popular.

Author: New List

Source: New List