A guide to popular beauty notes on Xiaohongshu!

The beauty category is Xiaohongshu’s traditional strength, and in many people’s minds, it is even Xiaohongshu’s “home court”.

Therefore, the beauty trends on Xiaohongshu represent China’s popular beauty trends to a certain extent. At the same time, the mainstream users of Xiaohongshu are also the mainstream consumer groups in the beauty industry.

The most mainstream group of people + the most mainstream fashion trend, this is a great match.

The above background is a good thing for any ordinary user of Xiaohongshu. After all, you can see countless first-class beauty news at your fingertips. But for some bloggers who are new to the industry, rich content also represents extremely strong competition, which is not a good thing.

So today I will use Xinhong to pull out the top 500 beauty and makeup articles in the past 7 days (February 14, 2022 - February 21, 2022) to see the current content situation of the beauty and makeup category on Xiaohongshu, how it actually performs, and what rules can be summarized.

1. Characteristics of hot articles in the beauty category

1) Note Type

The content types of the 500 most popular beauty articles are shown in the figure above. Videos are slightly better, but the overall gap is not that big.

If you only look at this data, many bloggers will feel that it is better to just take a few photos than to make a video.

However, after looking at this set of data, you may feel that making videos is more meaningful.

Average number of followers for video content accounts: 425,800

Average number of followers for graphic content accounts: 142,800

The difference is more than twice, this shows! ! ! Making videos and creating a personal account will generally be more effective in increasing followers! ! !

What’s even more interesting is that most of the bloggers who do pictures and texts are amateurs and junior experts, while video bloggers are basically top KOLs and mid-level KOLs.

But what you need to note here is that just by making videos, it does not mean that you will definitely become a top blogger, but there is no doubt that making videos will greatly increase this probability.

2) Crowd characteristics (user composition)

The user characteristics of the top 500 beauty notes naturally have their own patterns, but the premise is that we must define what kind of bloggers belong to what stage, so that it is easier to see the patterns.

So we define it according to the following number of fans:

Celebrity, brand, and corporate accounts are all officially certified accounts;

Top KOL, account with >500,000 followers;

Waist experts, accounts with 50,000 to 500,000 followers;

Beginner experts, accounts with 5k-50k followers;

Amateur, account with less than 5,000 followers

According to statistics, among the 500 popular articles, mid-level and junior influencers accounted for 70%, accounting for the vast majority of popular articles on beauty, while top KOLs accounted for more than 10%.

This is very different from other categories, a typical example of which is the proportion of amateur bloggers and top KOLs, which can be seen by comparing it with the home category.

For example, the proportion of amateurs in the home category is as high as 39%, while that in beauty and cosmetics is only 8%. The top KOLs in the home category account for only 2%, while the proportion of beauty and cosmetics is as high as 14%.

Based on such data results, we can roughly judge that the competition in the beauty category is already in a very fierce state. Because amateurs represent content that is not highly developed and has limited perfection, the proportion of amateurs will be higher in categories where competition is not too fierce.

But currently in the beauty category, the proportion of amateurs is so low, which means that if you want to achieve results, it is difficult to survive the rookie period by relying only on "almost" content. It is very likely that you will give up before you even achieve results.

The number of fans of junior and mid-level influencers in the beauty category has proven that they have been operating their accounts for a longer time and have been honing their content for a longer time. They are the ones who have squeezed out of the crowd and each has unique skills. This is why they can generally perform better when everyone stands together.

To sum up, if your makeup skills are average, if you are average looking (although you shouldn’t worry about your appearance, it is indeed useful as a blogger), and if your content production level is average, then you can basically say goodbye to being a beauty blogger. (Of course there are exceptions. The exception is those who can persist for a year or two. Maybe their content production level will improve, and then they may also stand out.)

3) Comments section

User feedback on content can sometimes help us better understand why users like this note.

So I collected the top few comments with the highest likes in the comment sections of 500 popular articles and generated a word cloud. The result can be seen in the figure below.

Users use the word "beauty" in many ways, such as beautiful, so beautiful, and good-looking, but when you look at the entire screen, it's all beauty.

It turns out that the essence of why users like a beauty note is so simple: beauty.

2 Recommended hot topics in the beauty category

After reading this, I think you are most likely a beauty blogger. What if you have all the qualifications but still want to go a step further and create a popular article?

Hot article = 51% topic + 49% content

Then we have to find out about the topic of beauty and makeup.

1. Makeup

2. Lipstick/lipstick color test

3. Eye makeup

4. Eyeshadow

5. Lip glaze

These are the hot topics of the moment.

You say, wow, this topic recommendation is too broad, how can I write a popular article?

Don't be in a hurry.

In fact, what makes a popular article is imagination, and the topic represents the direction of writing.

For example, lipstick is a hot topic, so what can we write about under the topic of lipstick?

If you are targeting students, you can write:

1) Is there really a difference between brand-name lipsticks and affordable lipsticks?

2)? The similarity is 90% of that of the peach bean paste mac316, and even I was surprised when I saw it in person!

3) 6 affordable lipsticks you must stock up on??｜They make your skin look brighter!

4) 22 lipsticks I love to use every day! A collection of affordable lipsticks that make your skin look whiter!

Comparison, replacement or recommendation, all are fine.

So, did you find out? Find out the real needs of users under hot topics, which are topics worth writing about.

However, there are still some things that require "skills", but I can't teach you, such as product selection.

Which products can serve as substitutes for big brands? Teacher Sky really doesn’t know.

The best I can tell you is that substitution is a hot topic to write about.

Okay, I understand lipstick, but what about makeup? How do I find out user needs for makeup?

Author: Mr. Elksky

Source: Mr. Elksky