A 10,000-word research report on Xiaohongshu!

It took nearly 3 working days, and the content covers multiple dimensions, such as the user portrait of the platform, the platform traffic distribution mechanism, analysis of top financial accounts, traffic support tracks, note review mechanism, hidden functions used by big bloggers, complete sop and tools from topic selection to publication, etc. It is very detailed and I hope it will be useful to my friends!

This article mainly focuses on two sections: ① user portrait ② traffic distribution mechanism. Recommended for collection!

Xiaohongshu APP User Portrait

a.Monthly active users

200 million monthly active users, 72% of whom are born after 1990, and 50% are located in first- and second-tier cities

b. Age stage

82.47% of the respondents are between 18 and 34 years old

c. Ratio of male to female

• 3:7 (the proportion of men has increased from 11% in 2021 to 30% now, and they are more interested in digital technology, food, home decoration, and knowledge)

d. Crowd tags

e. Geographical distribution

• Beijing, Shanghai, Guangzhou and Shenzhen account for about 30% (TOP10 cities: Guangzhou > Chongqing > Beijing > Shanghai > Chengdu > Shenzhen > Hangzhou > Suzhou > Xi'an > Dongguan)

f. Existing bloggers

4300W+

• 7 core areas: beauty, food, mother and baby, home, clothing, pets, weight loss and fitness

g. Insights into the maternal and infant industry

Age: 23-30

• Xiaohongshu is of great significance to new mothers, who hope to learn how to make baby food, learn about parenting knowledge, and record their children's growth here. In addition, this group of people also pay attention to food, beauty, clothing, and investment.

h. Insights into the home furnishing industry

• Young women are becoming more decisive in home decoration. This group of users generally have higher incomes, investment capabilities, and high requirements for quality of life.

i. Summary

Xiaohongshu is a consumption decision-making platform in the minds of young users; especially driven by the "her economy" and "healthy life" environment, many big brands need to expand the market and reach precise users through social media such as Xiaohongshu.

• Users have also developed four behavioral habits on the Xiaohongshu platform: discovery, creation, sharing and search
• Platform characteristics: young, strong spending power

Xiaohongshu traffic distribution mechanism

Xiaohongshu traffic recommendation rules have two core points: content tag matching and social relationship chain recommendation

After posting a note on Xiaohongshu, it will be tagged with a series of labels by the system, and the system will recommend these contents to users who are interested in these labels. After the note is pushed to the user, an internal score is given to the note based on the user's likes, favorites, comments, reposts, and follows to decide whether to continue pushing it to other fans.

This rating system is called CES (community engagement score) within Xiaohongshu.

CES = number of likes × 1 point + number of favorites × 1 point + number of comments × 4 points + number of reposts × 4 points + number of followers × 8 points

With high rates of likes, reposts, comments, and collections, under such good conditions, the notes will be recommended to more users by the system, forming a "ladder method" recommendation. High-scoring notes will also

It has the support of traffic from Xiaohongshu site and Baidu search. This type of traffic is very sustainable, and notes can be posted for several years and still maintain a good number of likes, comments, and collections.

a. Only after the notes are included in the system will they be recommended by the system and get more readings

The specific system recommendation algorithm is as follows

1. Machine algorithm recommendation:

After the Xiaohongshu system obtains data on what kind of notes users like to browse more, Xiaohongshu will recommend different content to users based on their preferences, in order to encourage users to collect more.

2. Recommended reading:

Recommend content that users are interested in. Of course, the recommended content is also related content that users browse, allowing users to read more and increase users' likes, collections, and reposts, etc.

3. Recommendations based on friendships:

There is a [Follow] tab on Xiaohongshu, where the content of accounts that users actively follow is presented to users in a form similar to the information flow of Moments.

4. Distance-based nearby recommendations:

There is a [Nearby] Tab on the homepage of Xiaohongshu, which will recommend notes posted by users within 20km.

5. Editor's recommendation:

Xiaohongshu has its own official account, which collects and recommends high-quality notes written by users. Among them, "Follow" and "Discover" are the main channels for content exposure

b. Weight rule algorithm for Xiaohongshu notes:

In addition to the content itself, the weight of the account is also very important. When the account has a certain number of fans, the notes will be recommended to the fans. When the fans like them, they will be further seen by the fans' friends, forming fission growth. The rules for Xiaohongshu note ranking are divided into the following 7 points:

1. Originality

First of all, the originality of the notes is really important, and the Xiaohongshu platform cracks down on plagiarism very severely. Originality can not only increase the weight of notes, but also make the Xiaohongshu community rich and colorful.

2. Whether the content of the note violates the regulations

If the content of the notes is judged to be illegal or plagiarized, they will be restricted by the Xiaohongshu platform and will not be able to get traffic exposure. The platform is now reviewed by both machines and humans.

3. Interaction rate

As mentioned before, the interaction rate includes four factors: number of likes, number of collections, forwarding rate, and comments.

4. Tags

Labeling the content on the picture can also increase the weight of the note. The system can better judge the classification of the content notes and make better recommendations to users.

5. Topics

The more popular the topic is, the greater the chance of being searched and browsed by users. If there is no topic, the traffic exposure will be reduced. Adding corresponding topics in the notes can also increase the weight of the notes.

6. Keywords

Keywords are an important part of notes. The content of the notes and the keywords need to be highly relevant to increase the weight of the notes. If you pile up keywords in the content, you will be mistaken for clickbait and will lose points.

7. Text length

Notes must be 400-600 words long and have a certain value in order to receive the weight given by the system for text length.

c. The algorithm of Xiaohongshu account weight rule:

1. Originality

This point is similar to the originality of the note ranking above, which refers to the originality of the entire note. The richer, more real and meaningful the content you write is, the higher the originality will be. It mainly reflects the blogger's creativity and account value, so the account weight will also be higher.

2. Verticality

For note content, you need to find the content positioning, build a personal brand, and focus on one field to output valuable content. This will also increase the weight of your account, and the system will be more accurate in judging the positioning of your account and push it to more precise users.

3. Content Quality

Even if there is no plagiarism or copying of other people's content, it does not mean that the content quality is high. So what kind of content quality is considered high? It means content that is liked by users, is valuable to others, and can help users solve problems. It is mainly altruistic content. Xiaohongshu will make a statistics of the number of fans, notes, collections, likes and comments of the overall content, and increase the weight based on these data.

4. Account activity

If you don’t browse other people’s notes very often and only post content notes, you can easily be considered a marketing account or a robot. Therefore, you should appropriately like and interact with other bloggers to increase the activity of your account and improve its weight.

5. Account Level

Golden crown potatoes, sweet potatoes, etc.

6. Whether you are a brand partner

7. Is there any cooperation with MCN company?

The official also has accounts that teach users how to operate and create, including Xiaohongshu Creation Academy and Xiaohongshu Video Account. The content of Xiaohongshu Creation Academy mainly focuses on creation skills and operation strategies, while Xiaohongshu Video Account focuses on helping users find creative inspiration.