After analyzing 1,000 Xiaohongshu notes, I finally figured out the secret to increasing followers

Are men richer or women richer?

This is a very nonsensical question. Since it is impossible to count the wealth of all men in the world, nor is it possible to count the wealth of all women in the world, this is a question that has no accurate answer.

Do men or women have stronger spending power?

Anyone who is good at marketing will tell you in no uncertain terms: “Men have the same spending power as a dog.”

Although this may sound a bit unpleasant, it seems to be true.

Men's consumption is of low frequency and high order value. They buy cars and houses, take their families on trips, and occasionally enjoy the stimulation of nightlife. They do not spend much on other areas.

In comparison, women are the favorite of merchants, including makeup, dressing, skin care, fitness, bags...

Merchants can launch a thousand products to meet the needs of a thousand female users.

Whoever can capture the minds of female users will gain the right to create hit products.

What is the favorite APP on female users’ phones? Little Red Book.

How to increase traffic among female users? Operate Xiaohongshu.

Congratulations, today is another day to meet Xiucai. Today, let’s talk about Xiaohongshu’s operational strategy to increase followers.

If you want to operate a platform, you need to first understand the operation and development process of a platform.

1. Enter Xiaohongshu

Xiaohongshu’s initial positioning was a sharing community for overseas shopping. As the number of platform users gradually increased, Xiaohongshu’s positioning gradually changed to “a community for sharing a better life and a shopping recommendation platform for women.”

From this point we can understand a fact that users use Xiaohongshu mainly for "searching" rather than "swiping".

Brushing means that users browse unconsciously and are more entertaining, such as Tik Tok and Bilibili.

Searching means that users open Xiaohongshu with a purpose, just like opening Baidu, and they usually know what they need. These are two completely different user behavior trajectories (of course, some users also use Xiaohongshu as their circle of friends).

Then we can imagine a scenario where a user opens the Xiaohongshu platform: he just wants to buy some cosmetics recently, so he goes to Xiaohongshu to see if there are any good recommendations. Either you search for suitable grass-roots strategies, or you are "grasped" by content recommended by the system, and then complete the shopping on the platform or place an order on other platforms. This is a closed loop for users to use Xiaohongshu.

Xiaohongshu currently has more than 300 million users, of which more than 70% are users born after 1990 and more than 80% are female users. These are unique advantages in content-based social e-commerce. After all, women and those born after 1990 are the mainstream user and consumer groups of the Internet.

At the same time, Xiaohongshu lived up to expectations and demonstrated its powerful ability to promote products.

Products labeled "Little Red Book" frequently become hot searches on e-commerce platforms, and Little Red Book's popular products often appear on WeChat Moments. The Little Red Book software has almost become a "treasure app" that every female user has.

In the eyes of users, Xiaohongshu is more like a search tool. Whether it is dressing, makeup knowledge, skin care knowledge, or various tutorials, you can search for what you don’t understand.

Xiaohongshu’s content scope is not as broad as other platforms, but the verticality and professionalism of Xiaohongshu’s content are far ahead of other platforms.

2. Be a professional blogger

Since Xiaohongshu is so popular, can we also get a piece of the pie?

Whether it is a KOL promoting the product or using it as a drainage pond, it is a great thing.

To achieve the above two goals, you must master the operating methods of Xiaohongshu and know how to create content that users like and accounts that the platform likes, so as to achieve the goal of quickly increasing fans.

Xiucai once said that all content platforms are bound to have problems with content positioning, and this problem is even more obvious on Xiaohongshu.

The essence of content social networking is based on trust in IP, which is the foundation of human trust. If you are in the cosmetics business, sharing your outfit today, your fitness tomorrow, and your studies the day after tomorrow, how will others have an impression of you?

Labels create specialization. If you keep sharing travel tips, others will subconsciously label you as a travel expert. When others encounter travel problems, they will want to ask experts for advice, which creates interaction. Interaction will lead to friendship, so the content of Xiaohongshu must be vertically specialized.

Everyone says that Xiaohongshu is a platform for planting grass, so what is planting grass?

Xiaohongshu's content creators are responsible for producing original content. Through the output of pictures and texts, they allow users to immerse themselves in the scene, triggering their desire to search, thereby achieving the purpose of product exposure.

These contents are experience-premium - making you believe that as long as you use this cosmetics, you can be as beautiful as in the picture, and if you buy this snack, you can also get the enjoyment described in the text.

Because the text is colloquial and the pictures are lifelike, it is easier to draw users into the product experience.

This is called "planting grass", which is both platform content and advertisement. The effect brought by word-of-mouth publicity is often more lethal than hard advertising.

3. How to create an eye-catching title

If you want to know what content is likely to go viral, you must first understand the platform’s algorithm mechanism.

Xiaohongshu's algorithm mechanism is tailored to each individual, which means that recommendations are personalized.

In layman's terms, each sentence in the note will be broken down into a bunch of keywords, which are then used to match the user's account tags, and content recommendations are made based on search habits, striving to recommend suitable content to suitable people.

We have talked about this before. Xiaohongshu users open Xiaohongshu with a purpose, which means that the search traffic is huge, so it is crucial to write a good title (use the title to match the search traffic).

Therefore, we should make good use of search keywords and hot word recommendations to help us find core keywords, so as to obtain search traffic and obtain greater note exposure.

Here, there is a small detail to note. If a note is not included in the system, it will not get recommended traffic.

What does it mean to be included?

That is, when you search for keywords on the Xiaohongshu site, you can find your answer (if the notes are not included, it is equivalent to writing them for yourself and will not be recommended to others).

How to determine whether the content has been included?

Copy the first sentence at the beginning of the note and put it into the search box for search. If it cannot be found, it means that the content has not been included.

How to be included? There are a few tips on this.

First, the pictures cannot be exactly the same.

If you use other people's pictures directly, there is a great possibility that they will not be included.

But we often encounter a problem: what to do if we don’t have original picture materials?

Put a picture into Meitu XiuXiu and make some modifications that will not affect the appearance. For example, add an expression, tweak the color, or change the brightness. The modified image will become an image with a different MD5, which can reduce the chance of not being included.

Second, the copywriting is in line with the community style.

Xiaohongshu is a grass-planting community, not an advertising community. It is definitely not okay to directly move Taobao details and product promotion content over.

Advertising does not need to pay too much attention to user experience, but seeding does. Would anyone be willing to open a Xiaohongshu that is filled with promotional information?

Therefore, the copy should be written from the user's perspective and from the perspective of personal usage experience. Too much commercial copy can easily be judged as advertising.

It is also very important to avoid sensitive words. For example, marketing words such as Amway, highly recommended, make money, discount, and purchase cannot appear in Xiaohongshu, otherwise you will easily be put in the black room.

In addition, according to the habits of search engines, having keywords in the first sentence of the note and the last sentence will also increase the chances of being included.

Only if it is included will there be recommended traffic, and the content that is not included is just self-admiration. If you create content more from the perspective of platform and user experience, the chances of being included are still very high.

After talking about the inclusion, let’s talk about the title. The title is the key to obtaining search traffic, and the title of each note needs to be carefully crafted.

I read hundreds of popular note titles and distilled seven writing angles for this title (take notes and highlight the key points).

People, cost, effect, region, scene, ingredients, brand.

For example, the crowd:

• Boys wear nude makeup every day, and otakus turn into handsome young men.
• A must-see for students with acne and oily skin, a cost-effective men's skin care set

For example, cost:

• A full set of makeup that can be done for 100 yuan, student party novice Ma Zhu
• The average price is less than 100 yuan, sharing of affordable and easy-to-use cosmetics, fake bare face

For example, the effect:

• A collection of eight brown colors for a super whitening autumn and winter hair color reference
• How to turn yellow and dark skin into cold white skin, tips for girls to become white and beautiful

For example, region:

• HK shopping guide, affordable and authentic beauty stores in Hong Kong.
• A comparison of the top 15 sunscreens from Japan: an exclusive look

For example, the following scenario:

• Boys' daily campus makeup. Tips for boys to become handsome
• A must-have for parties: rich rose plasma makeup

For example, ingredients:

• Xinjiang sugar-free milk powder is praised, natural milk is so delicious
• Baby food seasoning powder, natural and healthy calcium and iron supplement

For example, brand:

• MAC new product, transparent matte lipstick ~ almond fig color ~ very gentle
• YSL new product, pink gold cover water gloss lip glaze 204, special rose black tea

No matter how the author chooses the topic, no matter what opinions the author puts forward, in summary, the titles are developed around these seven perspectives.

4. How to create popular content

After talking about the title of the content, let’s take a look at how to create popular content.

What kind of content do Xiaohongshu users like?

This requires first determining the user’s purpose for visiting Xiaohongshu, which is to be inspired by something.

Being attracted by the products is just a superficial phenomenon. Reducing the decision-making cost is the fundamental reason. Faced with a huge product library and information database, it is not an easy task for users to make shopping decisions.

Users feel confused by such a large amount of information. They need strategies, methods, collections, reviews and other things to help them think so that they can buy the products they want.

Many bloggers who run Xiaohongshu always think they know everything, have great literary talent, and are extremely beautiful. They think they can become famous just by writing and taking a photo.

But I still want to pour some cold water on this. The content produced by most bloggers is just for their own entertainment.

I didn’t care what users were paying attention to or what their pain points were. I just let my imagination run wild and spent most of the day taking a beautiful picture, but in the end, no one liked it.

What is good content? Content that users like, content that users want, and content that solves user problems.

For example, I want to find a cosmetic product whose main function is to whiten the skin, but you spend the whole article talking to me about skin care.

Do you think I will be attracted to you? That's impossible.

For example, if I am now interested in a moisturizing and hydrating mask, then the actions I should take to collect materials should be like this.

Explore the issues that users care about on 5118.

After a day of mining user needs based on keywords, we can see that users are interested in:

Does it contain hyaluronic acid, what is the whitening effect, what is the price, how is it different from other models, is it made in Korea or Japan, is it made of honey essence, etc.

By segmenting the user's needs, we can better see the needs in the subdivided areas behind the needs.

Based on the relationship map, you can find out other issues that users are concerned about.

By listing the above requirements in order, we can draw the following conclusions.

People who search for moisturizing masks are most concerned about the following issues:

• Is it a hyaluronic acid moisturizing mask?
• How effective is this moisturizing mask in whitening your skin?
• Does the ingredient contain Burt's Bee Extract?
• Is it made in Japan or Korea?
• Is it suitable for oily skin and pregnant women?
• How effective is it in nourishing the skin?
• Wait, wait, wait

Using this method, you can dig out the issues that users are really interested in and their real pain points, instead of writing self-congratulatory copy.

There is another writing method. You can extract the key points of popular answers from bloggers of the same type of products and see what direction they are writing in.

Almost all popular products cater to certain psychology of users and solve certain problems. By collecting high-quality answers and perspectives from multiple bloggers, the content you write will not be too bad.

This is the copywriting part of Xiaohongshu’s copywriting.

Special reminder: If a hot topic occurs, do not rush to modify your notes and answers. Large-scale modifications will definitely lead to a downgrade or even direct placement in the blacklist.

5. Traffic generation and monetization methods

Next, let’s talk about the monetization aspects of Xiaohongshu’s traffic generation and operations.

Let’s talk about drainage first. Remember not to be phished. It is forbidden to publish contact information in private messages on Xiaohongshu, as it will be recognized by the system. Some colleagues will conduct sting operations, deliberately asking for contact information, taking screenshots and making malicious reports. Reporting will result in a ban, and if it happens too many times, the account may even be directly blocked.

There are 3 ways to learn by leaving your contact information on Xiaohongshu.

1. The Xiaohongshu account is changed to a WeChat account, and users can go to the Xiaohongshu account by sending private messages with contact information.
2. The nickname and the public account have the same name, and the profile reminds users that the same name is used across the entire network.
3. You can register your email address with your QQ and then leave your email address. Many people know that QQ is an email address. Leaving a WeChat account in the QQ signature, although the conversion path is relatively long, is safe.

In addition to attracting traffic, we can also complete the monetization process on Xiaohongshu.

Advertising and selling products will always be the most direct way for self-media people to make money, and Xiaohongshu is no exception.

The ability of an account to monetize mainly depends on three factors.

First of all, in terms of field, it is a cliché that women love beauty, so the quotes for bloggers in skin care and makeup are still the highest.

In fact, they are accounts such as Digital Travel, EQ, and Qinzi. Although the amount of advertising is less than that of women's makeup, after all, Xiaohongshu's sponsors have a lot of money, so there is still great potential for monetization.

Try to get 5,000 fans. Bloggers with more than 5,000 fans will actively approach you for advertisers. If you have less than 5,000, you will have to find someone to contact you privately. Generally, the price for an advertisement with 1,000 fans is 200-500. If the fan stickiness is high, you can ask for a higher price from the boss.

Self-media is an era of grassroots, but the era of grassroots rise has passed. The current rise is not an overnight success, nor is it an accidental result. It is the result of steady strength and a little luck.

The threshold for content creation will be raised, and it will eventually return to the curse of the industry's 80/20 rule. But don’t worry, for fighters who are good at seizing opportunities and are constantly accumulating and learning, there is still plenty of room for operation in self-media.

Author: Xiucai

Source: Xiucai Youliao