Xiaohongshu's popular articles routines and rules

The rare popular articles with tens of millions of readers and the logic behind the revisions of these articles serve as titles and evidence. These numerous popular examples show that: [Even ordinary people can become literary heroes].

Zeng Qinggao claims that he "will not bow to the volume of readership", but living in a turbulent era where "every event is an enemy", after disassembling 4,500 explosive articles, he summarized these methodologies on how to create explosive articles.

1. Xiaohongshu Beauty and Personal Care

1. Case: How to choose sanitary napkins

Xiaohongshu title: "How to choose sanitary napkins?" directly points out the topic and starts the conversation.

Girls have misunderstandings about the choice of sanitary napkins. Many people have not found sanitary napkins that suit them, and this is the biggest hidden danger.

If you choose the wrong sanitary napkin or the sanitary napkin contains allergic ingredients, it will cause great harm to yourself.

Cover of Xiaohongshu: The big words on the cover directly echo the theme. From the information obtained here, we can understand that what the anchor needs to convey is his or her own knowledge reserves so that all girls will pay attention to this aspect.

As a girl, there are always a few days every month that will make you feel annoyed. Even if you dress up beautifully, those days will still be very tormenting, so the choice of sanitary napkins is a very important step.

Xiaohongshu content: From the video content, the blogger mainly talked about three ways to choose sanitary napkins:

1. No scent
2. No fluff pulp
3. Buy sanitary napkins of decent brands in supermarkets and store them in a ventilated place.

There are no sanitary napkin products implanted in the video, so operators need to learn how to implant products naturally and realistically, which can not only plant the seeds of product interest but also pass on knowledge reserves to the little red potatoes.

Xiaohongshu comments: Many brand names will appear in the comment area, including Seventh Day, ABC, Sofie and other products, which leave room for netizens to comment and recommend products. Netizens will give suggestions or recommend products in the opposite direction.

The comment section is often a place where consumers truly express their feelings and feedback on their experience of using the product, so we can get more detailed facts here.

2. Copying homework

When it comes to choosing this type of product, everyone’s judgment, carrying capacity, and preference are different, so consumers must define the quality of the product based on their own circumstances.

When choosing topics, bloggers can choose topics that are relatively important in life to spark discussion. Topics that are close to life are more likely to resonate with netizens.

2. Xiaohongshu Maternal and Child Care

1. Case: I had morning sickness and ate this grape-filled ice cream! I'm alive

Xiaohongshu title: "Morning sickness" determines the target population and also determines the state, in which state you can eat what you like.

"Grape Sandwich Ice Cream" is a product that is delicious and suitable for pregnant mothers to have a look.

"I'm alive" has two meanings. One is that eating this ice cream can relieve morning sickness, and the other is that the ice cream itself is delicious.

Why do articles like this become popular? First, they are true, and second, they can resonate with consumers.

The title is concise but catchy.

Xiaohongshu cover: The cover couldn’t be simpler, and it matches the title. The blogger introduces the product by showing ice cream, without too many gimmicks, and even without any text logo.

Finally, the product’s first picture is roughly placed there, implicitly hoping to encourage consumers to buy this product, without relying on the cover to attract consumers.

Xiaohongshu content: I accidentally discovered this good thing, which not only satisfies the cravings of pregnant women but also relieves morning sickness. This is the information that can be obtained from the content.

Does eating ice cream really have this effect? It's nothing more than thought-provoking, but it doesn't rule out the possibility that it was carefully planned.

Xiaohongshu comment: Can I eat ice cream during pregnancy? Is eating this useful? It also caused a lot of controversy in the comment section.

Summer is approaching, and even if pregnant women cannot eat it, non-pregnant people can eat it, so this is just a deception among the target population.

Just like the "middle comment", it serves as a guide throughout the notes.

2. Copying homework

When a product is suitable for various groups of people, we can narrow the scope of the group by taking only the most topical one.

Often the results at this time are more satisfactory, and the chance of a viral article appearing is also greater. When consumers have disputes or doubts, the comment section is where they communicate.

3. Xiaohongshu Home Furnishings

1. Case: She said she got her skateboard, but it turned out to be a shoe rack.

Xiaohongshu title: "She said her skateboard arrived, it turned out to be a shoe rack~" is an event + result type title, which is very interesting. It attracts consumers with the product's appearance feature of "looking like skateboard shoes" because of the "skateboard" and also because of the shoe rack. Double the appeal.

Xiaohongshu cover: The cover picture is based on the appearance of a shoe rack, and it really looks like a "skateboard".

If the title does not indicate the product, many netizens will think it is a skateboard. The visual impact coupled with the title makes it even more fresh.

The skateboard shoe cabinet has a strong storage capacity. It is simply a crazy confidant of shoe lovers. It not only has a strong storage capacity, but also saves space. It is simple and practical.

Xiaohongshu content: Friends who love buying shoes, have a look. It can be used for rental house renovation, shoe storage, and for those who are obsessed with cleanliness and don’t like a pair of shoes left in a mess. It can be used in dormitories, homes, and small rental houses.

Are there many netizens who like to display their shoes? It is easy to see at a glance when matching them, it is convenient and quick, and it can also free up more space.

Comment on Xiaohongshu: The "friend" explained that this needs to be DIY by oneself. It is made up of a skateboard and other accessories. It really requires a lot of dexterity.

The correct way to open the shoe rack is given in the comments section, but you need to drill holes.

Friends who mind this should pay attention, but skateboard enthusiasts may not treat their precious skateboards like this.

2. Copying homework

When a product is both practical and ornamental, the possibility of it becoming a hit is very high after careful planning.

If your cover and title are too homogeneous, it is better to look at the product from a different angle and break through it so that consumers can see their other unique side.

When it comes to home furnishing products, consumers often want to see more practicality of the products, and aesthetics also accounts for a certain proportion. They want to appropriately explore more advantages or disadvantages of the products (which are disadvantages for some people but advantages for others).

4. Little Red Book Sports and Fitness

1. Case: How do models slim down their legs?

Title on Xiaohongshu: The word "model" attracts a lot of attention. As we all know, models are tall and thin.

"Slimming legs" determines the target group, girls with fat legs or those who are slightly fat will not be able to help but click in.

When users see such a title, they will more or less have doubts and curiosity. What kind of exercise does the model use to maintain such a good figure? This will affect the click rate of the note.

Xiaohongshu cover: The title plus a picture of a slim beauty creates a visual impact on the cover, and the video shows the blogger's before and after weight loss, which makes it more convincing.

Use the results of the event to show users the results they want to see.

Xiaohongshu content: The video is not long, and the content is introduced by celebrities. The click-through rate comes from two sources: one is celebrity fans, and the other is users who are interested in weight loss.

Three highly accurate leg-slimming qualities are shown to users, coupled with the blogger's before-and-after comparisons of weight loss, and continued maintenance. The blogger's real demonstration is assisted by the original celebrity video to illustrate that her recommendation is well-founded, which can make users more convinced.

Comments on Xiaohongshu: Fellow readers can see in the comments that many netizens have successfully slimmed down their legs. Seeing their legs slimming down little by little, do you start to feel moved?

But in most cases, it is the eyes that move, but not the body.

Whether you are a student or a worker, why not take action now? Or maybe this is also the invisible driving force of the comment section.

2. Copying homework

For those who are interested in sports and fitness, don’t pursue thinness excessively. Both fat and thin have their peak beauty.

In popular articles, there is a star effect, which is to use the popularity of stars to increase the click rate of notes. This requires a dimension of how to catch up with the popularity or how to produce the content of the popular article.

5. Little Red Book Cute Pets

1. Case: Don’t eat this kind of cat food

Title on Xiaohongshu: “Don’t do this…!” It’s a horror-type title.

Use an emphatic tone to encourage users to "clear mines", "cat food", and target cat owners. Cat owners and friends with many cats at home are caught. They want to know whether the food of their cats is on the "blacklist", which arouses the curiosity of consumers.

Cover of Xiaohongshu: "Don't buy it" is another emphatic word, don't..., circle it, think about it, the blogger repeatedly emphasizes not to buy it, what bad effects will it have on cats, friends who have cats will have doubts. “These poisonous cat foods” gets to the point.

Content on Xiaohongshu: When buying cat food, you should learn to read and figure out the formula yourself.

Cats are carnivores, so the first two ingredients in the formula should be meat instead of meat meal. Do not buy rice, corn, or wheat no matter how cheap these are. Cats are prone to getting sick if they often eat them. Cat owners don't want their babies to be taken to the veterinary hospital before they are born.

The blogger first talks about the mine-clearing products, and then further implants the grass-planting products into consumers, which makes the content more professional and authentic, and can provide cat owners with advice and choices about cat food.

Comment on Xiaohongshu: Once your cat chooses the same type of cat food, try not to change it, as every cat has different tastes.

You should choose cat food that your cat likes. It will not only promote the growth of your cat, but also give you peace of mind that your cat will grow healthier. You can have both cost-effectiveness and safety.

2. Copying homework

The content is mainly in the form of knowledge transfer and suggestions throughout the entire short video, solving problems from the source to avoid problems, and the topic revolves around the keyword "cat food".

Then introduce good products and teach you how to become a good pet owner.

6. Xiaohongshu Fashion and Dressing

1. Case: This bra is really invisible when worn tight

Title on Xiaohongshu: There is a very popular buzzword on the Internet recently: "This person (or animal, thing, etc.) is able to get along, and when something happens he is really...", which is a typical way of seizing the trend, catching up with the hot spots, and using buzzwords.

"Underwear" targets a clear group of people, and the word "invisible" describes it vividly.

Xiaohongshu cover: Comparing the effects of two types of underwear, highlighting the "invisible" effect of the product, which is more influential than directly using underwear as the cover.

What makes yours and mine so different is that if you are not satisfied with mine, you might as well take a look at mine.

Xiaohongshu content: Use videos to show netizens the advantages of the products on display, and try them on to show users the effects and introduce the advantages. There is a bit of a big-brand effect here.

Because the product itself is a brand, the number of visits to the brand store will also increase due to the exposure of the notes, and the number of orders will also increase, and brand fans will also be attracted.

It also ranks comfort, support, and daily use to reduce consumers' doubts and difficulty in choosing, and helps them choose the product that suits their own conditions.

Comment on Xiaohongshu: Isn’t “canyon scenery” very stimulating? Sensitive words can be replaced by other adjectives.

Women tend to understand women better and are more aware of their needs.

The comment section also displays information related to the product to further guide users.

2. Copying homework

For Amway products, bloggers’ personal experience and solutions all play a decisive role in influencing consumers.

For products for specific target groups, you need to explain and explore the precautions for use in a comprehensive manner. Bloggers should be responsible enough to consumers and make them aware that you are seriously introducing, understanding, and promoting the product.

7. Xiaohongshu Beauty and Skin Care

1. Case: Master of Chemistry from 985 University, 4 years of experience in sensitive skin, I know a lot about repairing skin barrier

Xiaohongshu title: A title in the form of "degree + number + event". "985 Master of Chemistry" uses the degree to set off the following "I understand it very well".

It shows that your knowledge reserves are far higher than those of other peers, and with the support of a degree, it will be more convincing.

The digitization of “4 years of sensitive skin” plus skin condition paves the way for “I understand it very well” in both directions, identifies the target population, clarifies the characteristics of skin condition, arouses user curiosity, and leads to follow-up.

Xiaohongshu cover: Your first impression of this cover is that it’s a bit funny. The blogger adopted an alternative approach, changing the product promotion method of peer review to simply introduce the product effects.

But for beauty and skin care products, result presentation and time evaluation are still very important and convincing. There is a huge difference between the pictures at 2000 pieces and 5 pieces.

Xiaohongshu content: Notice the numbers in the picture. The differentiation here is not only the differentiation in price, but also the differentiation in product effects and products.

The content shows some unpopular products, which also shows that the blogger is not perfunctory.

Using popular products to deceive consumers, products that are cheap and cost-effective are something that all girls have no reason to refuse.

The beauty industry is now in a state of severe internal competition. Only products that are authentic, effective and cost-effective are more popular among consumers.

Comment on Xiaohongshu: "More reliable than a partner." Have you learned such an adjective? Take note.

It can be seen that most of the commentators are attracted by the product features and humorous style of the notes, and are more interested in the doubts and usage methods of the products in this regard, which has a good grasp of the consumers' little thoughts.

Looking through the blogger’s previous notes, the style of this note is indeed a bit jumpy, usually in the form of videos to recommend various products to everyone.

2. Copying homework

Bloggers can make some differentiation in their note style and personal style over time to reduce the image of monotonous style. Try it first, and then go back to the original style when the applicable effect is better.

Beauty bloggers have strong monetization capabilities, but they require strong professional knowledge.

Friends who want to try this type of blogger must be prepared to learn and delve deeply at all times, and also have strong mental and stress-resistant abilities.

8. Little Red Book Food Category

1. Case: The magical way to eat potatoes | Crispy potato pancakes are so delicious that you can’t stop eating them

Title on Xiaohongshu: "Magical Ways to Eat Potatoes" This kind of title is obviously a tutorial note, and the title is also quite standard.

The target audience is relatively broad, and mothers, students, foodies, TV drama snack lovers, etc. will all be attracted.

Xiaohongshu cover: The cover of food-related content should mainly attract users with its deliciousness, exquisiteness, color and other aspects. If the dishes on the cover are attractive and can make people drool, then you are halfway to success.

The information obtained from the cover includes potato cubes, ketchup, and other ingredients, which also hints at how users should eat it. The cooking tutorial also provides a detailed introduction.

Xiaohongshu content: "Make it at home" emphasizes simple methods, simple materials, and simple techniques.

The content provides a detailed introduction to the specific ingredients, dosage and methods of use. The products and pictures are of high quality, so just a picture and key words can attract users to click and browse among notes of the same type.

If it is a video with practical information or tutorials, it will be more attractive and more likely to be collected and consulted.

Xiaohongshu comments: In the comment section, we can see that many mothers and working people are interested in food. They interact openly in the comment section to increase the practicality of food recipes and the high quality of products, learn from each other's methods, raise questions, etc.

The dosage and water content must be just right.

2. Copying homework

Creating your own characteristics is an important secret to attracting attention.

Users have the habit of making search decisions on Xiaohongshu, so it is necessary to be able to market to users accurately and use content to become a choice in user decision-making.

If the food notes are well written and the creativity and tutorials are good enough, the number of fans and likes will be relatively high, which will also be a very good operation direction.

IX. Final Conclusion

When writing notes, the author needs to find common concerns in human nature, or common topics in life/work/games, etc., in order to attract readers' attention. Who is the protagonist in the notes? What is the final outcome?

These are not important. Readers only care about how it relates to them.

The influence of titles on readers can be roughly divided into three types:

1. A third-rate title, I feel nothing after reading it;
2. Second-rate titles, arousing curiosity;
3. First-class title, arouses curiosity + brings up topics;

The structure of many popular notes is not complicated, and the routine is: tell a story, extract a truth; tell another story, and extract another truth. A skilled author will also be able to write the truth in depth.

(Picture from the official account: Zhuang Jun)

Author: Zhuang Jun

Source public account: Zhuang Jun