Xiaohongshu Promotion Content Operation Strategy

I have to say that the speed of development of the Internet is really skr fast. With the passing of the e-commerce bonus period, Xiaohongshu has transformed from an initial overseas shopping guide cosmetics platform into a UGC content sharing community. Just look at its slogan - "Mark my life".

Xiaohongshu's "retrograde" transformation seems to have a good effect, and more friends around me have started to use it. Let's analyze what replicable content operation strategies Xiaohongshu has for everyone to learn and refer to.

1. Xiaohongshu’s constantly expanding content direction

The audience determines the platform positioning, and the platform positioning determines the content direction. Xiaohongshu has evolved from a platform that only served women who planned to go shopping in Hong Kong, to women who were interested in overseas shopping, to women who purchased cross-border products online, to a lifestyle sharing community platform. Its target users are growing, the platform positioning is changing, and so its content direction is also expanding.

1. Xiaohongshu’s content positioning

In this society that pursues appearance and high quality of life, it is particularly important for platforms to understand who the target audience is and be prepared to grasp their life preferences and catalyst preferences.

According to data from the iResearch APP Index, Xiaohongshu's target users are post-90s girls from first- and second-tier cities who love beauty and pursue quality and refined life. Therefore, its content is positioned to provide fashion, skin care and lifestyle guides for beauty-loving girls.

2. Content topics

Currently, Xiaohongshu’s content topics cover 31 topics including celebrities, fashion, skin care, makeup, travel, recipes, sports and fitness, weddings, education, etc. Users can freely choose topics that interest them and select at least 4.

Content topics are determined based on the platform positioning, so topics are not static.

3. Content selection

There are two directions for Xiaohongshu's content selection: one is to conduct keyword fission based on the above 31 topics, and the other is to select based on social hot spots.

According to the topic selection of keyword fission, taking fashion wear as an example, the fission topics below it include: daily wear, wardrobe wear diary, early autumn wear, matching inspiration, the bags most worth investing in, etc.

Based on the selection of topics based on social hot spots, taking the start of the school season as an example, its fission topics include: a list of good things for the back-to-school season, dormitory must-haves, dormitory artifacts, dormitory renovations, and a series of must-haves for military training.

2. Content Production Methods

The content production methods are mainly analyzed from three aspects: content source, content processing and content topics.

1. Content Source

Xiaohongshu's content comes mainly from two sources: UGC (celebrity, experts, and ordinary users) and PGC.

UGC is the main source of content for Xiaohongshu, accounting for a large proportion. Every day, many users contribute content and share their daily lives on the platform. The entry of celebrities has brought a large number of fans to Xiaohongshu. Xiaohongshu has made use of the opinion reference effect in marketing, using celebrities as opinion leaders to promote the platform. Among them, Lin Yun, Fan Bingbing, Jiang Shuying, Zhang Jiani, Wu Xuanyi and others should be regarded as senior celebrity users of Xiaohongshu.

At the same time, Xiaohongshu has also invited some influential people in the fashion and beauty industries to contribute resources to the platform, such as Late Night Hairstyles, and some heavy users cultivated by Xiaohongshu, all of whom have provided a large amount of high-quality content to the community.

In terms of PGC, Xiaohongshu has opened many vertical official accounts, such as Captain Potato, Fashion Potato, Foodie Potato, Campus Potato and other categories.

2. Content Processing

In the Discover column on the homepage of Xiaohongshu, the editor will classify the topics of interest according to the user's choice when registering the account. There are currently 31 columns. Users can view content of interest in different categories based on their choices.

At the same time, Xiaohongshu’s various vertical official accounts will collect and recommend high-quality content from users. Before pushing it, editors will process the content in order to provide a better user experience and allow users to get the information they want.

3. Content topics

The content planning mainly includes topics targeting popular online phenomena, such as the recent start of the school season; and topics targeting foreseeable events, such as the start of the school season topic #与校门同框# and other topics. The capture of hot spots and popular events has, to a certain extent, brought users to Xiaohongshu.

The choice of push time and push channel is determined according to the user group.

1. Promotion time

Xiaohongshu's content tends to be leisure and entertainment, so the push time avoids the user's working hours, so the push time is generally during the break time at noon or in the evening after get off work.

2. Promotion channels

In addition to recommendations within the platform itself, Xiaohongshu’s content promotion also includes WeChat public account promotion, Weibo promotion and media promotion.

Xiaohongshu has launched the official public account "Xiaohongshu APP", which mainly diverts traffic through daily content recommendations; it has more than 4.08 million followers on Weibo, and attracts users by publishing high-quality user content on a daily basis; media advertising is mainly advertising placement in variety shows, which has brought good results to Xiaohongshu's traffic.

Summarize:

Xiaohongshu’s content operation strategy can be said to be very successful to a certain extent. It is worth learning and thinking about for those of us who create content. I hope today’s sharing will be useful to you.

Related reading:

1. Complete promotion and operation plan for Xiaohongshu!

2. Tips for using Xiaohongshu’s copywriting to promote products: code first and read later!

3. For promotion on Xiaohongshu, just read this article.

4. Xiaohongshu promotion: Xiaohongshu user growth methodology!

5.How to promote on Xiaohongshu? 2 program steps!

6.4 major strategies + 7 major skills, a comprehensive interpretation of Xiaohongshu promotion strategy!

Author: Beichen

Source: Beichen