Hello everyone, I am Zhixing, an online media, and today I would like to share with you the promotion methods and experience of Xiaohongshu.
1. Introduction to the platform
1. What is Little Red Book?
Xiaohongshu is a consumer decision-making/lifestyle platform, where users can share a better life through pictures, copywriting, videos, etc.
2. User portrait
- 200 million monthly active users
- 70% of female users
- More than 70% of users are post-90s
- 50% of users come from first- and second-tier cities
To sum up, the users of Xiaohongshu are mainly young, big-city women. Therefore, we need to firmly grasp the needs and pain points of these users when outputting content, and provide valuable and practical help.
At the same time, this also requires our male bloggers to think differently, no longer thinking about problems in their own way, but thinking about problems from the perspective of women.
3. Popular fields
Xiaohongshu covers many fields. If you want to quickly increase your fans, you must choose a field with more fans. The popular fields of Xiaohongshu include: beauty makeup, clothing, gourmet food, mother and baby, pets, furniture, and fitness.
2. How to increase followers?
1. Identify target users
First of all, ask yourself, who is this Little Red Book written for?
Roughly divide the target user groups in terms of age, occupation, education, etc., and then make detailed divisions. For example, if your target users are college students, there are many different types of college students, such as college students who love learning, college students who want to make money, and college students who love beauty.
2. Understand the needs and characteristics of target users
Taking college students as an example, their most notable characteristics are: limited financial resources, pursuit of fashion trends, and more free time. So, your posts should feature saving money, trendy fashion, and a sense of humor.
For example, you can write about how to save money on shopping, special travel tips for college students (go to the most places in the shortest time and money).
The main needs of college students include studying (CET-4 and CET-6, postgraduate entrance examinations, various certificates, writing papers), becoming beautiful (beauty makeup, skin care, fitness), and making money (side jobs, part-time jobs). Therefore, your notes can refer to these aspects.
3. Focus on the altruism of the content
- Feasibility: After determining the target users and their needs, when you start writing notes, don't just think from your own perspective, but put yourself in the user's shoes to provide solutions to problems. At the same time, the proposed method must be practical and feasible, and can see results in the short term, rather than empty talk.
- Authenticity: Especially in the content of evaluation and sharing of good things, authenticity should be the main focus. Not just talking about the good things about the product, but also pointing out its bad points can improve credibility.
Don't make fake reviews, fake reviews may bring short-term popularity or money, but they are not good for long-term development. When someone actually implements the method you said or bought something you recommended, but finds that it is far different from what you said, flashy, they will lose interest in you and even complain about you.
4. A series of content to increase attention
On Xiaohongshu, we need to create around a theme to highlight the characteristics of our user groups and help the platform to more accurately identify your target users and make targeted recommendations.
The verticality of the content does not mean sticking to the repeated writing of a certain thing, but requires us to think about how to continuously output different content around the same topic. Take fashion bloggers as an example, you can’t just share clothes. In fact, shoes, hair accessories, earrings, bags, necklaces, bracelets, etc. can all be shared, and you can also share the makeup that matches your outfit.
5. Same frequency with users
The articles we write must be content that users can understand and understand. The language should be as easy as possible, and the use of overly specialized words should be avoided to avoid obscurity.
At the same time, the needs of users are not static, as time goes by, the needs of users are constantly changing. Therefore, we need to keep pace with the times, always pay attention to hot topics, and maintain sensitivity to current events.
6. Insist on outputting high-quality content
(1) title
The title should be attractive, touch the needs and pain points of users, and make users desire to click and read your little red book.
(2) pictures
The pictures should be concise and beautiful, echoing the theme, and producing high-quality pictures in terms of tone, composition, and color matching.
(3) Copywriting
The theme should be clear at the beginning and the end to deepen the user's impression. The structure of the article should be clear, you can use the form of total points, and use more conjunctions, such as "first", "second", "last" and so on. Write high-level, high-quality, logical articles.
In addition, I would like to share with you a little trick to leave suspense in the article, which will make it easier to attract fans. For example: "In the next note, we will share in detail how to draw clean eye makeup." In order to read the content of the next note, users usually choose to follow you, so as not to miss this blogger's information.
7. Do a good job of maintaining the comment area
After a note is published, there are usually user comments. If others praise you, learn to be grateful; if they criticize you, point out your deficiencies, accept and correct them humbly. The most important thing is that if someone asks about something they don't understand, they must answer their doubts patiently. If you encounter a question that is difficult to answer, you can reply: "You can pay attention to it ~ a detailed tutorial will be released later". This is also a way to increase the number of fans!
3. Avoid the seven minefields of slow follower growth
1. Falling into the misunderstanding of being greedy for too much content, the article should be simple and easy to understand.
2. Ignore the importance of the title and cover.
3. Don't fish for three days and dry the net for two days.
4. Avoid content that is not vertical.
5. Don't be obsessed with personal self-confidence, but pay attention to user needs.
6. Keep the right attitude.
7. Avoid illegal drainage.
You can self-check whether you have touched the above seven minefields. If so, please correct it in time. If not, continue to work hard. Adjust your mentality, stand on the user's standpoint, and insist on outputting high-quality content.
4. Understand the algorithm mechanism, it is easier to increase the number of fans
The algorithm of Xiaohongshu is relatively fair. It implements the principle of thousands of faces, avoiding the effect of the strong getting stronger and the weak getting weaker, and providing us amateur bloggers with a fair competition platform.
1. Traffic mechanism
Whether you are an Internet celebrity blogger or an amateur blogger, when you post a note, the platform will give you 200 exposures for the first time. Next, based on comprehensive factors such as the number of likes, collections, comments, and reposts of the note, the quality of the note is comprehensively evaluated, and corresponding traffic pushes are given.
In this process, the amount of forwarding is the most important, followed by the amount of comments, and then the amount of favorites and likes.
2. Search mechanism
Xiaohongshu uses crawler technology to store notes on the platform into a database and classify them. When the user searches for keywords, the corresponding notes are pushed to the user according to the keywords they searched for. Importantly, this kind of recommendation is not based solely on the number of followers of the blogger, but on the quality of the content of the notes. In other words, even if we amateur bloggers have a small number of fans, as long as we write high-quality articles, we still have a chance to get traffic support from the platform.
A little trick is to briefly introduce other content of your homepage at the end of the article, and guide readers to click to view your homepage. For example, if you are a travel blogger and this note is sharing Wuhan travel strategy, you can add at the end: "At the same time, my homepage also has super blogs in Qingdao, Beijing, Tianjin, Shanghai, Guangzhou, etc. Raiders oh~". This makes it easier for users to click through to your homepage and see more content.
By placing yourself in the fan user group, thinking about their needs and concerns, and then writing practical, simple and easy-to-operate strategies, are you still worried that you will not be able to attract fans' attention?