The universal formula for Xiaohongshu's popular articles

Whether a big hit is a matter of luck, but whether a small hit has a trick or not!

Introduction

What kind of notes are more likely to be favored by users? First of all, the content must be able to meet the needs of users. An interesting, valuable and resonant note is more likely to become a hit. If you understand the core of Xiaohongshu's popular articles , you are just a little bit away from mass-producing popular articles. This article will teach you two methodologies for creating effective viral articles on Xiaohongshu.

01 Is your viral article really effective?

How to verify the effectiveness of explosive articles

High-quality content can not only bring high interaction, but also bring actual sales conversion. This is the fundamental reason why the Xiaohongshu brand is tirelessly trying to create explosive articles in batches.

We all know: likes mean recognition, collections mean usefulness, and comments mean resonance. So, is this really the case?

Figure丨Guoji Qiangua Data-Note Analysis

Actually, it is not.

This high-value picture and text note featuring real people received more than 1,000 likes in a short period of time (Note: Notes with more than 1,000 likes are considered hot articles) .

Guoji Qiangua data shows that the top three hot words in comments are "beauty", "pretty" and "good-looking", and more than 90% of the comments focus on the discussion of the blogger's appearance. If this is a business note, then it is likely to be an invalid hot article.

An effective viral article usually contains core information such as keywords, scenarios (applicable groups) and consumer pain points. Its user reviews mainly focus on positive information such as the products or scenes created by the notes.

Next, we will use actual case analysis to teach you how to create effective viral articles such as grass-planting articles and review tutorials.

02 Popular Articles

Scenario-based contact, 7 key points for creation

Figure丨Fruit Collection Thousand Melon Data

The key points of creating grass-planting notes generally include: product name, industry endorsement, applicable population, applicable methods, experience, analysis of advantages and disadvantages, and comparison, etc. So how should you layout your notes?

Applicable people & effects

What do users care about most?

It's not necessarily about how good the product is, but whether the product is right for me.

Deploying applicable groups of people on the note cover and title is the first choice for accurately reaching the target audience.

In the double-column information flow scenario of Xiaohongshu, the importance of the cover is placed first.

This note "The yellow removal is too harsh! Good skin without makeup! The counterattack of the dark and yellow skin! 》 (Note: Top 1000 most popular business notes in the past year) , with a number of used products as the main screen, and eye-catching large-character poster copy pointing out the applicable group of people "those who stay up late", as well as the effects of use "skin! So tender", "very effective in removing yellowness".

In addition to the cover, the title is not only an effective secondary element in the double-column information flow of Xiaohongshu, but is also the highlight in the search scenario.

The title of this note is a typical title with significant effects: "Effect + Population". "It's too harsh for yellow skin" and "Good skin without makeup" highlight the product effects; "The counterattack of dark and yellow skin" emphasizes the applicable population. (Note: When using this type of title and content, special attention should be paid to compliance with advertising laws.)

Product Name

The cover and title emphasize the user groups and effects of the product, and the conversion rate of the note is focused on the content of the note.

The full product name "Lefan VCIP Flash Smear Mask" is first mentioned in the body of this note, which introduces the product at the first time (Note: if the product already has a sufficiently well-known nickname, you can also use it directly, such as the little brown bottle, magic water, etc., which are more covert) .

Experience it yourself

Next, use relatively colloquial language (text status shared with friends is more likely to be successful) to describe the user experience: "The texture of the lotion is moisturizing!", "It feels light and breathable when applied on the face! It won't make your skin feel stuffy!" (In terms of personal experience, in addition to touch, different product features can also be detected from the appearance and the other five senses of "shape, sound, smell, and taste") .

Simple and easy-to-understand instructions for use: "Apply thickly for 15 minutes and then wash it off. Just rinse with clean water~", isn't this too simple? Don't be in a hurry!

Scenario-based

In addition to the basic usage steps, the notes also discuss the application in 3 scenarios.

They are respectively designed for use before makeup, moisturizing and hydrating, and first aid and repair scenarios. There will also be differences in usage combinations and amounts; namely, subsequent foundation application (without causing powder to stick to lines) , thin application, and thick application.

Industry endorsement

In recent years, the number of ingredient fans has expanded rapidly, becoming an important factor affecting the skin care industry. Since it is a skin care product, ingredient endorsement is essential.

Figure丨Guoji·Qiangua Data-Hot Note Search

According to the data from Guoji Qiangua, in the past year, there were 1.5081 million popular notes with the keyword “ingredients” alone, including 86,800 commercial notes and 19,800 brand mentions. This does not include keywords as specific components.

Although the keyword "ingredients" does not appear in this note, quite a few product ingredients are revealed.

Including "Lady-grade VCIP", "Black Ma", "Bifid yeast and sea fennel" and so on. It is easier to impress people with high demands for skin care, represented by the ingredient party, through ingredient analysis (or industry endorsement such as industry recognition, obvious similarity, etc.) .

contrast

Contrast is a common but effective descriptive technique in Xiaohongshu’s business notes. This note mainly emphasizes the high cost-effectiveness. If you are comparing multiple products, be sure to be careful not to overly pull down competing products. The focus of the comparison should be on similar products with the same price and effect.

Are notes like this really that effective in generating new ideas?

Analysis of Guoji Qiangua Notes shows that users have a very good response to this note. Comments asking for "links" appeared in the top 2 of the hot words in the note comments, and the comment that received over 1,000 likes was "Miss, where can I buy the facial mask?" It can be seen that the conversion rate of notes is relatively high.

03 Hottest articles on evaluation tutorials

Collection format, true and objective

Figure丨Fruit Collection · Qiangua Data

Recommendation notes are more about the scenario of a single product, while review tutorial notes usually appear in the form of a collection.

Figure丨Fruit Collection · Qiangua Data

The cover of this review tutorial video note "Professional Makeup Artist Comparative Review ❗9 Most Popular Luxury Powder Creams" uses real people to enhance the sense of reality.

"Group photo of product reviews" may not seem to have much product information, but Xiaohongshu users who are proficient in skin care can recognize most of the products based on a group photo of the products, which is equivalent to throwing out a very tempting hook. (Note: If it is a graphic note, you can use a cover image in the form of a nine-square grid or other grids, which can also convey multiple product information intuitively and clearly.)

As always, it uses a large-character poster "Comparison and Evaluation of 9 Top Luxury Creams" to attract attention. This is also the classic formula for collection titles: number + category. The title "Professional Makeup Artist Comparison and Evaluation ❗9 Most Popular Luxury Powder Creams" (Note: No title was set, the system automatically captured the first 22 parts of the text) , which echoes the picture copy.

Figure丨Fruit Collection · Qiangua Data

Unlike graphic and text notes, video notes are often based on video content, and the text of the notes mainly serves to emphasize and supplement the explanation. Generally, it is sufficient to list concise core information. This video note text lists the names of the 9 reviewed products in detail for your convenience.

This is also a major feature of high-quality video notes. Adding appropriate text descriptions can not only enhance fans’ viewing experience, but also increase the probability of being searched. Let video notes play the dual role of text + video. It is not surprising that 65% of the top 1000 popular articles in the past year are in video format.

Figure丨Fruit Collection · Qiangua Data

The video begins by raising questions that users are interested in: how makeup looks on the face and what skin types it is suitable for. And broadcast the detailed condition of your own skin, which makes you more professional.

It is common practice to use new powder puffs for different powder creams. During the evaluation of these 9 product features, the text above the video notes will display evaluation content of different products as the evaluation progresses. Includes: full name of the product, price, capacity, advantages and disadvantages analysis, applicable population and interpretation of some ingredients.

An analysis of product shortcomings that rarely appears in general business notes. This video note fully describes the advantages while not completely avoiding the disadvantages. In fact, many times, describing some non-fatal shortcomings can actually enhance the credibility of the content.

Brands must learn to accept imperfection. Also, there are no junk products, only products that are used in the wrong place. Of course, the premise is that this is a product that is carefully crafted.

Figure丨Guoji·Qiangua Data-Note Analysis

Faced with this sincere and professional evaluation, users even shouted "Teacher" in the comment section. The comment with the most likes was "Can the blogger review some of the affordable foundation products used by students...", which received deep recognition and positive reviews from many users.

04 1 Misunderstanding of Creating a Hot Article

Xiaohongshu's "Community Business Convention" is launched

When the author communicated with many Xiaohongshu bloggers and industry insiders, he discovered a particularly interesting phenomenon. Some brand cooperation notes like to pursue the selling point of "comprehensive display", but they fail to gain the favor of users and even cause some users to be disgusted.

On the one hand, Xiaohongshu is a content platform that values ​​real sharing, and users come here to browse and search, not to see advertisements. A note filled with selling points neither meets user needs nor complies with community business conventions, so it is naturally difficult to have a high conversion rate.

Picture: Xiaohongshu

Recently, Xiaohongshu launched the "Community Business Convention", advocating brands and businesses to practice the values ​​of "sincere management and attentive creation". One of the points emphasized is, "Please ensure that the creators' collaborative content is based on real experience and avoid excessive intervention."

On the other hand, a prescription that claims to cure all diseases is far less credible than a cold medicine that specifically cures colds. Being specialized in multiple areas is the actual situation for most products. Rather than trying to cover everything in one note, it is better to focus on one point (or two or three core selling points) .

Therefore, although brand cooperation notes are a form of advertising, the content must be as "soft" as possible. Otherwise, even if the platform does not limit the flow, it will be difficult to run good data.

Is it really impossible to pursue comprehensiveness in note content? The answer we give here is: when creating a hit article, all the key points should be included, but not all the selling points.

05 Summary of the hot articles on Xiaohongshu

The big hits on Xiaohongshu are more a matter of luck, but the small hits have traces to follow. Brands and bloggers should pay attention to the following when co-creating content:

• Reject "false" interactions and pursue effective viral articles; user feedback in the comment section is an important indicator to measure whether a viral article is effective.
• Understand the core of interesting, valuable and resonant popular articles; master the "routines" of 2 key points in content creation; and easily create small popular articles such as grass-planting articles and evaluation tutorials.
• Say NO to the misunderstanding of excessively pursuing comprehensive selling points to create a hit article. Focusing on two or three core selling points will make it easier to create a hit article with tens of thousands of likes.