Xiaohongshu video account is launched! All the new ways to play that you are curious about are here

I also discussed this with my friends in the group last week. Although the video account has a trendy name, it is essentially a long video. There is no essential difference in the video format between long and short videos. They are all videos, regardless of length.

However, there are differences in the content forms that long videos and short videos can carry. What are the specific differences?

Short videos are like "Weibo", while long videos are more like "official accounts". Weibo is fragmented, and because it is short, the content spreads quickly. However, because the content of public accounts is longer, it takes a long time to read, so the number of users will be affected, but user stickiness is very strong.

So both long videos and short videos have their own advantages. For example, the short videos we are talking about now, represented by Tik Tok, occupy most of the users' fragmented time, while long videos, represented by Bilibili, occupy a large part of the users' time.

As for Xiaohongshu, based on this year's data, its user retention rate has decreased. Last year, its monthly active users were 100 million, and this year it is still 100 million. Xiaohongshu is not reconciled to this, and it hopes to have new content formats to increase user stickiness, namely long videos. This can be regarded as a direct competition with Bilibili, which is also aimed at young people. But the good thing is that content creators now do not have to take sides. They can produce content on multiple platforms at the same time.

After talking about what Xiaohongshu Video Account is, another thing that everyone is most concerned about is the related rights and interests of Video Account. Xiaohongshu official also mentioned it in the relevant details page, mainly the following three new functions:

1. Creation Center & Video Data Openness

2. Video Collection

3. Videos can be posted for up to 15 minutes

1. Creation Center & Video Data Openness

First of all, the creation center is open to users who have opened a video account, where they can view note data, number of fans gained, and fan portraits.

(Note data analysis interface)

Through the note data function, creators can click in to view data including note reading volume, interaction volume, etc. For video notes, they can also view data such as completion rate and average playback time.

By viewing according to the period, you can also see your average status during this period, which is very convenient for creators to understand the gap between their daily level and the level of a single article. For example:

If the average daily interaction within 7 days is 1,000, and the interaction of a single note recently is only 100, then you have to think about whether there is something wrong with this note? The same is true for videos. These data can help creators optimize the rhythm of the video. For example, if the completion rate is very low, then is it because the video is not interesting enough?

(Account population portrait interface)

If I were creating travel and beauty content, could I expand my content in other directions? In the past, you had to guess, but now you can click on the fan data and check the analyzed interest trends. The darker the color, the more relevant it is to the fans. Just go for it boldly.

The above are some basic functions of the Creator Center. Before, we needed to apply for creators and meet the requirements before we could see these data in the Creator Center. But now, as long as you apply for a video account, you can see and use the Creator Center, but there are still some differences. The Creator Center can also manage comments and quickly reply to private messages. If you also meet the creator requirements, that is:

a. More than 5,000 fans

b. In the past six months, there are more than 10 notes with more than 2,000 views

c. No record of violation

It is more convenient to apply to be a creator. In other words, for bloggers who are creators themselves, the provision of the Creation Center and video data openness is equivalent to nothing.

(Creator Center page)

2. Video Collection

This is actually a new feature of Xiaohongshu that we talked about before. Some friends have said before that they could not create a collection of video notes. Now, as long as you have opened a Xiaohongshu video account, you can create a collection (currently you cannot create a collection of picture and text notes).

This new feature is similar to the album function of the official account and the collection function of Douyin, which can help creators classify their creative content and better plan and manage the content of the notes.

For bloggers, it means they can organize and summarize their own content. For platform users, it will become more convenient to find and browse bloggers' homepages.

So how do you create it?

①There are two specific creation entrances:

a. Click "Create My Collection" on your personal homepage to create it.

b. Enter the Creation Center and find "Create Video Collection" in "Operation Tools"

② Go to the collection creation page, fill in your collection title and introduction, and create it.

③ After creating the collection, we can see the homepage and video note page like the following:

For users, you will also see these collections on your personal homepage. In addition, when you click on a video note, you can also see the specific note collection information at the bottom of the video note details page. You can also swipe left to view more specific note collection information.

④ If you want to modify the note collection later, you can also modify it through the collection entrance on your personal homepage, or by clicking "View More" on the relevant collection in the video details page.

3. Videos can be posted for up to 15 minutes

Before this, the maximum length of Xiaohongshu videos could not exceed 5 minutes, so it was recommended that everyone’s videos should be kept to around 2 to 3 minutes. However, now the length of Xiaohongshu videos has been extended to 15 minutes. You can also adjust the length of the video based on the content of your notes, especially for videos of useful information and tutorials. It is recommended that the time can be extended.

Now that Xiaohongshu’s video account has been opened and the video time has been extended, more and more people will be creating video content on Xiaohongshu. Everyone must pay attention to the quality of the video content (in fact, no matter whether it is a long video or a short video, a graphic note or a video note, only the content is constant, and creating good content is definitely the key). So how do you make a Xiaohongshu video?

① Video note duration

The issue of video length has also been mentioned above. It should not exceed 15 minutes.

②Basic content of the video

Before shooting video notes, you can write a script in advance based on the video topic, and think about the video logic and content sequence.

Although there is no fixed template for video notes, according to observation, the existing Xiaohongshu video notes basically follow the following process. Of course, you can also make adjustments based on the content of your own notes.

1. Greetings and introductions: At the beginning of the video, you will introduce yourself, "Hi, everyone, I am..."

2. Video content summary: Summarize the previous situation or introduce the question to bring the topic to the main content of this video. Then you can introduce what the main content will be shared this time, and the video content directory can be previewed in the video with subtitles.

Just like the beginning of an article, the same goes for the beginning of a video, the more eye-catching the better!

3. Share the main content: Be as detailed as possible and include some important details on the screen. But the video speed cannot be too fast.

4. Video content summary: Make a brief summary of the video notes and interact with fans.

In addition, another point worth mentioning is that even previously published text notes can be presented again in the form of video and will not be regarded as non-original content.

And on Xiaohongshu, it is a better choice to appear in real person or with voice.

③ Video shooting

When you first start shooting, you can choose a mobile phone with better video recording performance to shoot. Please use the best imaging quality of your camera. iPhone and Huawei can basically shoot 4K video. Although 4K is so advanced that it is generally useless, the source video is high-definition to prevent multiple compression problems during editing.

But I don’t recommend using a beauty camera to record videos when shooting, as this will result in blurry videos. You can choose to beautify the video later. If the demand for videos is greater in the future, you can choose professional equipment with better performance to shoot.

In addition, fill lights, brackets, background arrangements, etc. are also necessary for video shooting.

Why? Because we have naturally shaky hands and the light is not good...

In addition, you should also think about the size of the video you want to shoot before you start shooting.

On Xiaohongshu, there are no strict regulations on the proportion of videos that can be uploaded. Everyone can upload according to their own content needs. It is mainly divided into two types: horizontal screen and vertical screen. The horizontal screen type is mostly 16:9 and 4:3, while the vertical screen type is mainly 9:16 and 3:4 formats.

1) Horizontal screen

Most of the content is vlog and beauty. If you need to display a larger scene, it is recommended to use a horizontal screen format.

The following figure shows the 16:9 video format size:

The following figure shows the 4:3 video format size:

2) Vertical screen

Mainly content about dressing. If you need to show or explain yourself in full body, it is recommended to use a vertical screen.

The following figure shows the 9:16 video format size:

The following figure shows the 3:4 video format size:

④ Video post-production

If you are a creator with some basic editing skills, it is recommended to use more powerful PC software such as Pr, Ae, etc. to do post-processing of the video.

This type of software is more difficult, but also more powerful. If you don’t have any basic knowledge but want to learn relevant skills, you can also search for tutorials on Bilibili to learn.

For novices, the existing video editing apps on mobile phones can also complete basic video processing, such as Jianying, Inshot, VN, VUE, etc. They are easy to use and have strong functions.

⑤ Video note upload

Videos on the Xiaohongshu platform can be uploaded through two methods: the personal homepage of the Xiaohongshu official website and the Xiaohongshu APP.

I won’t talk about the App. You can upload it by clicking this link on your PC: https://www.xiaohongshu.com/spectrum

Specific methods for uploading videos to Xiaohongshu official website:

Xiaohongshu official website homepage——Publisher Tools——Video Upload

But according to user feedback, generally speaking, videos uploaded through the website are clearer, while videos uploaded through mobile phones are more severely compressed. Everyone can make a choice based on their specific situation.

Let me briefly explain to you the logic of this uploading. Some people say that the videos I watched on my mobile phone are very clear, so why do they become blurry when uploaded to Xiaohongshu?

Because the platform will compress 100% after uploading, with the extremely fast Internet speed today, you may not feel the cost of watching a video for you, because you pay the Internet fee, but the platform spends money to download the video data from the server. In order to meet the simultaneous viewing of nearly 100 million people across the country, the cost is very staggering, so the platform will definitely compress your video to the minimum to reduce costs.

Therefore, the best way to solve this problem is to compress it ourselves before uploading to avoid the platform compressing it too severely. A member of Lingke Club once recommended a PC software called Xiaowan Toolbox, you can try it.

In addition, here I would like to remind many friends who are just starting to take video notes that video notes can also violate regulations. Before posting a video note, be sure to check the content of the note:

1) Sensitive and illegal words, misleading behaviors, etc. that need to be paid attention to in text and picture notes also need to be paid attention to in video notes. For example, guiding people to like and comment, or to follow XXX number, leave QR codes, etc. are not allowed.

2) In order to avoid inadvertently mentioning illegal or sensitive words, after recording the video, you can export the video subtitles through Jianying or other software, and then check them through Lingke word search.

3) If any sensitive words are found, the subtitles can be blocked by typos, pinyin or other means to prevent them from being detected by the platform.

Finally, there is one point that many friends asked: should we make videos? In fact, the official attitude of Xiaohongshu is now very clear. Video notes must be the mainstream development trend of the Xiaohongshu platform in the future, so we recommend that everyone switch to video notes from now on, and stop just taking picture and text notes.

Author: Mr. Elk Sky

Source: Mr. Elk Sky (milusir94)