Analysis of classic popular articles on Xiaohongshu brand!

In the brand promotion of Xiaohongshu, a hot article means high exposure and continuous long-tail traffic. So, what kind of content has a greater chance of becoming a hot article? By analyzing the content characteristics of brand explosive articles in Xiaohongshu's popular industries in 2021, we have summarized the trends and logic of creating Xiaohongshu's explosive articles for everyone.

01 The rise of new forces under the diversified trend

New hot article categories and cutting-edge brands

By exporting the top 1000 notes in terms of total brand cooperation interaction (business notes published between January 1 and December 20, 2021 were selected, and the interaction data was counted until 7 days after the note was published) , it was found that under the decentralized traffic mechanism of Xiaohongshu, the creativity of mid-level influencers has become more and more obvious , accounting for a total of 58%, providing brands with more cost-effective investment opportunities.

Beauty content is still one of the most important industry categories for brand promotion on Xiaohongshu, and is more popular among Xiaohongshu users. Among the TOP1000 popular notes, the note categories of "skin care", "personal care" and "makeup" accounted for a total of 44.5%.

In addition, the "Small Theater" and "Food Tutorial" categories of Xiaohongshu notes followed closely behind, and are also important categories for the production of many explosive articles; explosive article note categories such as "Cats", "Health Products", "Hair Styles", "Manicures", "Baby Food", and "Decoration" have emerged as a new force, demonstrating the new power of brands under the diversified development trend of the Xiaohongshu platform.

From the perspective of brand ecology, in 2021, big brands are strong and new brands are rising. Many brands have achieved a marketing closed loop of planting grass and pulling grass on Xiaohongshu . Among them, emerging beauty and personal care brands such as [PMPM], [Ximuyuan], [Perfect Diary], and [Ulike] have achieved outstanding results in brand marketing on Xiaohongshu in 2021, and many popular notes have been listed.

02 Analysis of Brand Hot Article Cases

PMPM

The picture and text collection is carefully displayed and the audience is clear

With 540,000 likes, 280,000 collections and 8,571 comments, this Xiaohongshu business note by Xiaohongshu junior expert @王十二杨, in collaboration with the emerging domestic skincare brand PMPM, won the top spot on Xiaohongshu's 2021 business note hot list. Users are still commenting and interacting on the notes, bringing new traffic growth to the brand.

This note was published on April 28, during the 618 brand promotion period. In terms of note format, the influencer chose a collection of products that are popular on Xiaohongshu to provide guidance for users who are struggling with what lotion to buy during the 618 promotion.

The header image uses a four-grid layout with a unified photo style to comprehensively display the different characteristics of PMPM's lotions and milk products, and uses the words "Perfect for Oily and Acne-Prone Skin", "The Best for Oily Skin", "Savior for Dry Skin", and "Terminator of Face from Staying Up Late" to concisely summarize the skin types that different lotions and milks are suitable for.

Picture｜Xiaohongshu

In the note title, "all skin types" means that this note is suitable for people of all skin types. "student party" further targets the brand's main audience. The product purchase price for this group is not too high, so "affordable" is used to attract users' attention. In addition, "lotion and lotion" represents the main product of the note, and the brand name "PMPM" is revealed to expose the brand at the first time.

The note details image provides a detailed introduction to the different products in the header image, using close-up shots to show the real texture of the lotion on the hands, and using copy to supplement the product description, such as "the water face absorbs quickly" and "it smells super safe", allowing users to associate with the scene and achieve mental planting.

The main content further analyzes the user experience of different products, pays attention to segmentation, and uses emoticons appropriately to separate them; introduces key fields in the article to improve search exposure. For example, Qiangua data shows that keywords such as "ingredients", "anti-aging", "moisturizing", and "repair" have high popularity values ​​on Xiaohongshu; the language style is more colloquial and lively; the overall note content is consistent with the theme and the content is concise.

Figure｜Qiangua Data-Hot Word Analysis

When promoting collection products, skin care brands can learn from the experience of this note. For example, they can choose high-quality KOCs to launch campaigns on Xiaohongshu on the eve of marketing nodes, replace "all skin types" with specific skin types such as "oily and acne-prone skin", and replace "students" with "working people" and "sophisticated moms".

Of course, if the interactive effect of the note is good, the brand can deliver performance advertising such as information flow to the note, so as to provide deeper content precipitation and brand exposure for node marketing.

Perfect Diary

High-value pictures create a sense of atmosphere

Perfect Diary, a domestic cosmetics brand that uses a pyramid distribution model to harvest traffic from Xiaohongshu, has been continuously launching new products after becoming popular on the entire network. In the cooperation notes with @徐捧喵, a mid-level influencer on Xiaohongshu, the influencer continued his previous style. The cover photo used a high-definition product close-up to show the main colors of Perfect Diary's new eyeshadow palette - Red Fox Palette. The 3:4 size helps the note gain more exposure during the recommendation process.

Picture｜Xiaohongshu

In the note title, the expert used scene words "fox atmosphere", "rich fragrance worth a thousand gold" and effect word "de-swelling" to create the effect and atmosphere after using the product and arouse user interest.

In the video content, every scene is a close-up and close-up shot . The expert, dressed in red, takes out the Perfect Diary Red Fox Palette from the green jungle and shows everyone the eye makeup steps corresponding to the different colors in the eyeshadow palette, highlighting the powdery texture, color rendering and ductility of the eyeshadow; the background music "Fox Tea" is full of storytelling, highlighting the colorfulness of the world's oriental music, and the distant sense of picture makes the audience feel as if they have returned to ancient times, savoring the human-fox legend in the song together.

This note accurately captures Xiaohongshu users' love for things with high appearance value. It makes good use of camera language and matches it with appropriate music to create both visual and auditory impact on users, which is also a major technique for creating popular articles on Xiaohongshu.

Ulike

Emotional resonance triggers user interaction

Hair removal has always been a major problem that troubles young women. In a note about cooperation with the beauty appliance brand Ulike (hair removal device) , Xiaohongshu waist expert @Yasmin卡卡 used a 5-minute and 32-second video to tell everyone her views on the matter. The note received more than 100,000 interactions in total.

Picture｜Xiaohongshu

First, let’s look at the cover picture, which is made up of two pictures. Different from the style of Xiaohongshu that pursues exquisiteness and high appearance, the expert does the opposite. The first picture shows a close-up of the girl’s armpit hair, with the caption "Kiwi Girl". The second picture uses the keywords "GROSS", "awkward" and "disgusting" to strengthen the tone and attract users' attention.

The video content presents the following structural characteristics:

1. Ask questions to attract barrage interaction;

2. Tell personal experiences to resonate with users;

3. Give examples of changes in women’s attitudes towards hair removal in the general environment;

4. Call on everyone to break stereotypes and insist on self-selection;

5. Directly recommend products and switch to the real usage scenarios of experts;

6. Continue to strengthen the viewpoint and put forward the slogan: "Make your own choices and don't be defined."

In this video note, the influencer did not hide the fact that he was promoting a brand. Instead, he found common voices with product users and told them his own views on "hair removal", which gradually infected the audience and triggered emotional resonance.

In addition, the influencer's own expressive ability, self-confidence, and sunny personality traits are also very suitable for promoting brand concepts. Compared with simple product exposure, it is easier to win the trust and recognition of users.

minayo

Real product usage scenarios

The total number of interactions in the business notes of @芋圆小公举, a junior expert on Xiaohongshu, and the health food brand minayo has reached more than 110,000. There is only one focus in the title - "menstrual period", which accurately targets the target group while highlighting the usage scenarios of the product. The header image is a close-up of the product, which looks like jelly and gummy candy, arousing the user's curiosity.

Picture｜Xiaohongshu

In the detailed pictures and text of the notes, the expert substituted specific scenarios of girls' menstrual symptoms such as "feeling uncomfortable all over", "pale face", "lying in bed and not wanting to move", etc., which can quickly arouse consumers' purchasing needs; the description of the usage experience is relatively realistic, without over-exaggerating the product experience; and it is linked to the related topic #养姨妈# to attract traffic.

As the content ecosystem of Xiaohongshu becomes increasingly prosperous, real product experience and sharing become increasingly important. Brands must abide by platform rules when promoting their products. Reporting notes with high-quality content can also gain huge platform traffic.

Mead Johnson

Perfect integration of products and tutorial steps

In the content recommendation of Xiaohongshu, likes on notes represent user recognition, collections represent usefulness, and comments indicate that they have aroused user interest in discussion. Data from the notes of @Biu仔麻麻, a waist expert on Xiaohongshu, in collaboration with the infant nutrition brand Mead Johnson, showed that the number of collections of the note reached 26,000, exceeding the number of likes on the note.

Picture｜Xiaohongshu

The cover image is a puzzle of six different flavors of milk muffins. The title directly indicates that this is a tutorial collection, which is very practical. "8m+finger food" means the size and dimensions of the food, which is suitable for infants and young children.

In the note details, the expert demonstrated the production methods and ingredients required for the six flavors of muffins. The brand products were revealed in each puzzle, and key details were marked on the picture with text. Then photos of babies tasting muffins and milk powder were attached to express the multifunctional uses of milk powder. The note text summarized the ingredients required for different muffins and universal methods, and finally explained the ingredients and corresponding functions of the products in detail to make the products more convincing and targeted.

The bound topic #大推荐的母亲婴儿品# is also a major source of traffic for notes. Qiangua data shows that the total number of views for this topic is 188 million, with an increase of 6,680 notes and 538,400 interactions in the past 30 days. It is a long-term hot topic on Xiaohongshu.

Figure｜Qiangua Data-Topic Analysis

DR diamond ring

“Small theater” gives products emotional value

The business notes of the cooperation between @吴一斤斤, the waist expert of Xiaohongshu and the DR brand, tell the story of two people in love from being single to proposing, to express to everyone: In fact, it is not important whether to get married or not, what is important is the view of marriage of whom to marry.

With the development of social economy and changes in ideas, many young people have chosen not to get married. The creator raised questions about the future of this group of people in the title to attract everyone's curiosity.

Many users were deeply moved by the sincere performance of the fresh and clean male and female protagonists. In the notes and comments, approving comments such as "so sweet", "tears", "marriage", and "ring" followed one after another.

Picture｜Xiaohongshu

In the process of promoting the brand on Xiaohongshu, DR always emphasized that the brand adheres to the real-name model in which men order products with their ID cards, bind their identity IDs, and sign a true love agreement, so that users can only purchase once in their lifetime, interpreting its brand concept of "lifetime, only, true love" and having a subtle psychological influence on users.

For brands that are deeply involved in Xiaohongshu, such as DR, in addition to strongly related content and weakly related content, they also need content that can highlight the brand tone and emotional value, so as to create differentiated selling points and enhance product value.

03 Summary of creating popular articles on Xiaohongshu

With the diversification trend of Xiaohongshu platform, brand content marketing has ushered in development opportunities. By benchmarking the characteristics of brand hot articles in different industries to form a hot article library, we can learn from and continuously output high-quality content to feed back traffic for brand conversion.

• In terms of content selection, collections of practical information, experience tutorials, high-value picture presentations and promotion of emotional values ​​are popular forms of Xiaohongshu's popular articles.
• The first picture should be in 3:4 size, choose a high-definition and exquisite cover and attach key text. Avoid excessive photo editing and use more real-life scenes.
• The title should hit the pain points, find resonance, and extract the key attractive points of the notes. Contradictions can be set up by asking questions to specific groups of people.
• Make good use of Xiaohongshu data tools to lock in product-related hot search terms and hot topics, combine hot topics with product selling points, and obtain more traffic exposure.
• The copywriting content is easy to understand, the product description is scenario-based, and emoticons, symbols and summary sentences are used appropriately, and it is shared sincerely.
• Short videos are a new trend in content format. Supported by platform traffic, they can fully display text, images, sounds and even special effects, thus touching people's hearts and doubling exposure.

Author: Qiangua Data

Source: Qiangua Data