Useful information: An overview of Xiaohongshu’s promotion and traffic generation operations!

I started using Xiaohongshu in 2016, and I really started to enjoy it in 2017. When I first came into contact with it, I was just bored. After digging deeper, I found that promotion here is not easy.

Let’s first look at Xiaohongshu’s recommendation mechanism:

When you open the Xiaohongshu APP, what catches your eye is a full screen of pictures of beautiful women with text descriptions. More than 90% of the homepage is filled with beauties. If this is your first time using Xiaohongshu, don't doubt that you have come to the wrong set. You should know that Xiaohongshu's users are generally divided into two categories. One category is avant-garde buyers who share their shopping experiences and usage experiences in the community after shopping; the other category is girls who have a certain consumption capacity but face shopping problems such as what to buy and how to buy. Of course, there are still some promoters, but no matter what, 90% of the people on Xiaohongshu are girls. It is a precise platform for women.

Taobao has its own recommendation mechanism, and Xiaohongshu also has its own recommendation mechanism.

When starting to work with Xiaohongshu, the first thing we need to do is to understand its recommendation mechanism: How does Xiaohongshu recommend notes? Only after this mechanism is understood clearly can we talk about traffic generation, so everyone should understand it first.

1. The content recommendation strategies used by Xiaohongshu are mainly machine algorithm recommendations and popular high-quality content recommendations . So if you are writing about skin care related topics, don’t forget to add the topic tags. There is a ## hot topic on Xiaohongshu that everyone is searching for. The exposure of hot searches here is in the millions every day. You can put the hot topics in the search box in your notes to increase the exposure of the topic. Generally speaking, a note on Xiaohongshu can have up to 10 # tags. As for the specific tags, it depends on your content.

2. After the recommendation, Xiaohongshu also has a cold start system. The system will observe whether the first recommended fans interact with you (like, comment, forward). If your content is interactive, then your notes will be continuously recommended, which is basically the same as platforms such as Toutiao and Douyin. So if you want to get good recommendations, you must do a good job of laying the foundation for interaction.

3. As a content community, the most important thing for Xiaohongshu is the content itself. The system will consider the content and quality of the notes you write. If the quality of your content is very good, but the attention is not high, your ranking can still be high as long as the platform recognizes your content, and vice versa.

Generally speaking, high-quality notes officially collected usually have the following characteristics:

① The pictures should be beautifully taken, and the labels such as brand, price, etc. should be as complete as possible.

② Contains detailed and practical experience and a lot of valuable information.

How to build your own Xiaohongshu account:

1. Register a Xiaohongshu account

The more accounts the better, you can take turns posting.

Next is the nickname. When registering an account, you should set it according to the channel you want to monetize. If you sell facial masks, you can choose a relevant nickname. Choose a high-quality profile picture as your profile picture. One thing to note is that you should not add your WeChat account after your nickname. As a sharing community, Xiaohongshu does not like so many marketing-related behaviors.

Generally speaking, new accounts will have a period of probation, which is also the rule of the platform. We cannot be impatient about the situation, and new accounts can comment and interact more. Now that you have a general understanding and have passed the probation period, you just need to keep publishing one or two notes every day.

2. Enrich account content

To put it bluntly, Xiaohongshu is actually soft-text marketing, which uses soft-text to share and recommend products.

But remember, when marketing on Xiaohongshu, the nature of the advertising should not be too naked, and don't always introduce how good the product is. It must be in the form of sharing, such as "How to get white again after being tanned in summer" and "This is how to apply facial masks effectively" and other content that can arouse users' common consciousness. The more real your sharing is, the more people will like it. You can share different things every day and recommend your own products in between.

At the same time, the choice of header image is also very important. After all, if your header image is attractive enough on Xiaohongshu, the click-through rate will be greatly improved, so it must be exquisite and clear.

There is also the title. Within a reasonable range, make an attractive title. I won’t say much about the role of the title. If your titles are always bad, then the titles of your peers will be your first choice for reference.

Of course, the most important thing is the quality of the content, as mentioned above, which determines your content recommendation. It is recommended that you read, write and summarize more on Xiaohongshu. When writing content on Xiaohongshu, the most important thing is to clearly express the quality of the product, as well as the usage effects, usage procedures, precautions, etc. The higher the quality of the content, the better. Generally speaking, Xiaohongshu's content selection mainly comes from two aspects: one is around product themes, and the other is following hot topics. But no matter which point it is, the most important thing is the quality of the content.

3. Increase account weight

There are three aspects to start with:

① The longer the registration time, the higher the account weight. Generally speaking, 15 days is a maintenance cycle for an account, the longer the better.

② Improve account level. In "Me", click on the avatar next to your nickname to see the growth system page. Completing the corresponding tasks will upgrade the corresponding level. The higher the level, the higher the weight.

③ Interact more. Not only the Xiaohongshu platform, but all promotion platforms on the Internet have one core in maintaining accounts: simulating real users . Don’t create an account and immediately see advertisements. If the platform detects this, who else will be banned? When you have nothing to do, you can visit Xiaohongshu more often. If you like or collect the posts you like, it will help improve the weight of your account. In addition, among the likes, collections and comments on Xiaohongshu, the comment weight is the highest. There are also techniques in commenting. Try to include the keyword in the text of the comment to increase the density of the keyword. This is also a very important factor affecting the ranking of Xiaohongshu notes.

Having said so much, what should I pay attention to when operating?

In general, the model for attracting traffic on Xiaohongshu is: output value – get recommendations – comment and private message to attract traffic.

1. The article title must contain keywords to facilitate user search. The content of the notes must be a true reflection of your feelings after using the product, sharing the changes in your skin after use, etc. The content should be sufficient and the notes should be able to directly solve the user's problems. The number of words does not need to be too many, about 300 words.

2. You cannot leave any contact information directly on the notes, including WeChat and QQ, etc. The platform’s detection is very strict. If caught, you will be banned for 3 days, 30 days or even permanently. The correct approach is to register a small account, leave contact information in the avatar and profile, and then guide users to follow the small account in the "Share Notes" comments on the main account. 3. The published articles or pictures cannot contain watermarks or information from other platforms, such as Tmall promotion information, otherwise the platform will directly remove it. So if you find a picture on the Internet, you must remove the watermark first.

4. Do not send the same message repeatedly, or the system will identify it as spam and block you. The solution is to prepare several different lines of speech first and send them one by one, which will reduce the probability of being detected by the system.

5. The push time should be consistent with the user's living habits and reading habits, generally around 9:30 in the morning, 12:00-13:30 in the afternoon, around 18:30 in the afternoon and around 21:30 in the evening, which are the time when users get off work and relax, which is consistent with the user's reading habits.

Summarize

If you have watched "Idol Producer", then you will know very well how many female fans Xiaohongshu has attracted.

The essence of Internet promotion is that wherever there is traffic, there is opportunity, not to mention a precise female traffic platform.

Author: Shen Shuaibo

Source: Jinjibo Finance