A complete promotion and operation plan for Xiaohongshu!

At the beginning, my purpose of operating Xiaohongshu was just to attract fans. I transferred fans to the official account by sharing a lot of notes that women liked and leaving bait in the comments. It only took me a month to create an account, and I posted about 20 notes, gained 17,000 followers, and 120,000 likes and collections.

Pay attention to the red-boxed part in the picture above and see how one of my notes guides fans to comment and follow the official account. In the past two months, many account-making studios that use Xiaohongshu to increase their followers have also joined in and created a large number of accounts. There was not enough traffic to share, so I started to study Xiaohongshu again. This article shares my personal operating experience around the platform advantages of Xiaohongshu, account establishment, and how to make notes popular. I also hope that readers can summarize their own Xiaohongshu promotion and operation plan through this article.

1. Advantages of Xiaohongshu:

1. Users have strong purchasing power. In fact, Xiaohongshu focused a lot on the content category of "satisfying fantasies" in its early days. Women are naturally more competitive, so people often lament about Xiaohongshu, "The richest ladies in the world are all on Xiaohongshu."

Even though Xiaohongshu's user base is expanding and a large number of MCN companies from Douyin and Kuaishou are producing content, due to the characteristics of its own platform users, the focus of operating Xiaohongshu accounts is still on producing content that interests women based on the principle of "what others don't have, I have, and what others have, I have better." In addition to the platform attribute advantages of Xiaohongshu itself, from an operational perspective, there are still the following two advantages that are worth pursuing.

2. Beneficial to Baidu Search Engine Optimization (SEO)

When searching for keywords in the fields of beauty and makeup on the Baidu APP on mobile phones, the notes on Xiaohongshu are likely to be at the front row, and there is also a special notes section for searching users.

3. It is beneficial to Taobao SEO optimization. The content captured by Taobao Experience Channel is matched according to the keywords you searched and the related keywords on Xiaohongshu. For example, if the word you searched is "facial cleanser", then the content displayed above is the notes posted by users on Xiaohongshu.

2. Preparation for establishing a Xiaohongshu account

1. Register an account using your mobile phone number as your main account (mobile phone number registration has a higher weight). Fill in your gender and birthday, jump to the second page, and select the field you are interested in. If you are in skin care and cosmetics, you can choose skin care and cosmetics. Select as many as possible, 4 to 5.

2. When setting a nickname, don’t use one that is too advertising-oriented or include your WeChat number. Leaving your WeChat number will result in your account being blocked. The nickname should be consistent with the overall direction of the note you are writing. Set the WeChat account to Xiaohongshu account.

3. When setting the avatar, do not use advertising-type avatars. It can be a real-life avatar or an animated avatar. Do not use homophonic words such as WeChat in your signature, otherwise it will be judged as a marketing account and will be blocked.

If you want to attract traffic, you can write a Weibo post first and then guide the traffic on Weibo. Or you can set a message with the same name on all platforms in your account signature.

4. Follow "Shu Guanjia". Each platform has its own rules. Before operating a Xiaohongshu account, you must first follow "Shu Guanjia" to understand the relevant regulations of the platform.

5. Account maintenance. If Xiaohongshu wants to increase the weight of its own account, in addition to publishing content, it also needs to perform some actions such as likes, follows, and comments every day. Some people may ask, no matter what platform it is, why do you always ask us to maintain an account? Is it to make up the word count in the article? Haha~ I can only say that you are a stinky little brother!

That’s right, whether it’s WeChat, Zhihu, Douyin, or other platforms, there are steps to maintain an account. In fact, in my eyes as an operation veteran, this is just a habit. The most important thing to learn when operating a platform is how to attract traffic. Instead, you need to first understand how much operating space your industry has on this platform. This is the most basic habit and action. In Tianshu’s previous new media planning work, in order to cultivate this habit among novices, “maintaining an account” was often assigned to him as a task. This habit can be perfectly developed by reading a large number of notes from the same industry every day, recording the number of likes, comments, etc.

6. Xiaohongshu’s rating system. In order to encourage content creators to update, Xiaohongshu also has its own rating system within the community. The higher the account level, the more priority the published notes will have for review, and the content will have a greater chance of being recommended.

3. How to become popular on Xiaohongshu notes?

Xiaohongshu’s recommendation mechanism is very interesting. The key point lies in whether your notes are included in the platform. Only after your notes are included in the platform will they be recommended by the system and gain more readings. This is also the main reason why many novices have no effect on Xiaohongshu: their notes are not included.

1. To determine whether a note has been included, for text notes, look for the first sentence of the main text; for video notes, look for the first sentence of the video introduction to see if it has been included in Xiaohongshu.

If your note content is included in the search results, it means it has been successfully included.

2. Factors that affect whether notes are included: layout. Xiaohongshu's layout does not have the assistance of a third-party editor. If you want the layout to look comfortable and attractive, you can only rely on the emoticons and stickers within the platform. This is also one of the charms of Xiaohongshu notes that thousands of women like.

Title, the title is the soul of a copy. A good title can instantly set the tone for the copy, convey emotions, and arouse people's desire to read. Add numbers to the title and bring in some data. For girls, this number is more inclined to time and money. Although we see that the titles of some notes are very unscientific, many people like them.

Merchants selling water cups will tell you that you can lose 10 pounds by drinking water like this. The emotionality of the title. Since this is a personal note, you can ignore the advertising law to some extent and add some words like "super profitable, extreme, top" and for the sake of traffic, be a clickbait with the title and add more exclamation marks! ! !

The title contains an identity label. A large number of notes on Xiaohongshu are related to beauty and skin care. Therefore, when choosing an identity label, in addition to traditional identities such as students and white-collar workers, you can look for identity recognition from aspects such as skin quality and hair quality.

Keywords must be embedded in the title. No matter what you write, you need to write about the keywords. This is also the basis of Xiaohongshu's inclusion and recommendation mechanism. The title of each article needs to include pre-thought-of keywords. The more popular the keyword is, the more difficult it is to rank well even if it is included. You might as well try long-tail keywords.

For example: Skin care is a very popular keyword on Xiaohongshu, so we can use "Students’ skin care effects are super good in this way during the summer vacation! ! ! 》as the note title to intercept traffic from people who want to take care of their skin during the summer vacation or students who want to take care of their skin. The first image and title are equally important and directly determine whether your notes will be seen. Compare the pictures, draw dotted lines, write text, and use software: Eline camera and Butter Camera.

Express the important content in the picture, the software used is: Meitu XiuXiu.

Strategy-style step-by-step pictures, software used: pissant and Butter Camera.

Puzzles with text, suitable for recipes, matching and clothing matching.

Tags can be added to the pictures of notes published on Xiaohongshu. The types range from locations, brands to specific @ users, etc. For brands registered with Xiaohongshu, you can click on the tag to enter brand-related topics. You can also use voice tags. Accounts with good voices and personalities can attract a lot of fans by adding such tags.

4. Three more things you need to know about operating Xiaohongshu.

1. Xiaohongshu directly diverts traffic to WeChat, which is considered to be a violation. It is against the rules to divert traffic from Xiaohongshu directly to WeChat, but if you learn certain skills, you can still complete the reverse flow operation. When we reply to fans’ private messages, Xiaohongshu has a lot of banned words, and we never know which reply will lead to a landmine. We need to find a suitable reason to add fans as WeChat friends as soon as possible.

For example: Xiaohongshu does not reply in a timely manner. Can you give me a v? I will tell you the details. I haven't been checking Xiaohongshu's messages, so I can't reply to you in time. Is it convenient for you to give me a V? How about you add your v-sign? I don’t often read messages on Xiaohongshu, so I’ll send you the details through v-sign. These are all good reasons to ask for WeChat. Remember not to use the same line more than three times, as it will easily be blocked.

2. Official accounts in vertical fields. Xiaohongshu has an official account in each vertical field, such as "Foodie Shu" in the food field and "Entertainment Shu" in the entertainment field.

The role they play is the same as that of the administrator of the forum section. When posting notes, remember to @ the official account of your field for a chance to be recommended. 3.How does Xiaohongshu make money? How much money can you make? The prerequisite for directly monetizing traffic on Xiaohongshu is to open a brand partner.

After the revision, Xiaohongshu has three hard indicators to meet in order to become a brand partner: completing personal certification, having more than 5K followers, and having an average exposure of more than 10,000 notes in the last month. The current market base quotes are:

About 10,000 fans: 300-500 yuan

About 50,000 fans: about 2,000 yuan

About 100,000 fans: about 4,000 yuan

In the end, how much money you can get depends on whether you negotiate with the advertisers or not. These advertisers will judge you based on the number of your fans and the quality of your notes.

V. Conclusion

The threshold of Xiaohongshu is lower than that of self-media platforms such as WeChat official accounts and Douyin, and it is also easier to be discovered by talent scouts. There is no need to rack your brains to write a long article. It is more like daily sharing in the circle of friends, such as sharing a useful technique, sharing a set of outfits or photos taken today, and then writing some tips or moods, it can be a good note.

Author: The Road to Heaven

Source: Bu Tian Zhi Lu (ID: BTojbk)