[Xiaohongshu Operation Guide 1] Track selection + full cycle of account operation

write at the front

I recently did a project research. There is a certain difference between the research and the actual situation. It is a waste draft with a wrong direction.
However, the method has certain reference value and I would like to share it with everyone

After talking to friends who have done actual product promotions, I gained some key insights:
Successful market research is not just about the accuracy and comprehensiveness of data. More importantly, it should dig deep and understand the real needs and pain points of users.
In this process, we may discover potential differences between products and markets, or even undiscovered new market opportunities. However, these opportunities are often not directly identifiable through traditional research methods.

This leads to a key question: How to effectively conduct market research to ensure that our product strategy is closely aligned with user needs? In this article, I will share some notes on the integration of Internet resources, mainly about practical experience and insights during the operation of Xiaohongshu.

Next, let’s deeply understand and meet the real needs of Xiaohongshu users.

11.23

1. completed:

   • Preliminary completion of relevant literature research on Xiaohongshu operations. Including labels, tracks, operations and many other aspects.

2. Next step:

   • Plan to go to Xinhong in order to check out the relevant tags.
   • Download popular tweets on Xiaohongshu.
   • Visualize and analyze downloaded content.

3. Time relief:

   • Membership is only given away for three days, and due to the need to attend to exams and event organization over the weekend, it is planned to continue this work next Monday.

Label

Reference: https://www.yymiao.cn/yunying/newmedia/113133.html

Account vertical: Most of an account contains the same content. 3. 4 pieces of similar content and 1 piece of other categories of content can be called account verticals and can be directly compared.
IP tag: Notes must include their own IP tags, as well as key + derived tags. This can highlight a certain tag and make it easier for fans to accurately Positioning

First of all, we can have up to 9 tags on one account:

• 1~2 level 1 main labels (official positioning, core IP)
• 2 level 2 tags (derived from the main tag)
• 5 secondary tags (keyword derivatives)
• Several other secondary relevance derived tags

Among them, the first 4 tags, namely level 1 and level 2 tags, are used to attract accurate fans to you and are recommended on the homepage. The last five secondary tags are used for search page retrieval. Other secondary tags are used for existence and transformation.

This can provide you with a quick way to find benchmarks. The top 200 bloggers in this category are built-in, and of course the tag categories are also included.

First level label

Recommendations, outfits, food, makeup, film and television, workplace, emotions, home, games, travel, fitness

Fashion, beauty, travel, home decoration, culture and entertainment, food, sports and fitness, pets, photography, emotions, mother and baby, health, automobiles, comedy, technology and digital, education, sports events and people's livelihood information

Fashion, skin care, sports, celebrities, food, reading, clothing, makeup, fitness, home, travel, movies, movies, variety shows, pets, home decoration, men, technology, cute babies, animation, mother and baby, wedding, clothing, digital,

Secondary label

Among the keywords in the content of Zhongcao Notes, the number of interactions for "learning, growing, and working hard" were 330,000, 280,000, and 190,000 respectively. Qiangua speculates that contemporary young people are trying to transform changeable emotions into a stable and growing personality core. Many education and learning tool brands have seized on this pain point of users and laid out relevant content.

Organize network resources

In this guide, we will explore in depth the operating strategies of the Xiaohongshu platform. This guide is compiled based on online resources (such as Zhihu columns) and is designed to help teams effectively utilize Xiaohongshu.

Reference: https://zhuanlan.zhihu.com/p/569616699
https://zhuanlan.zhihu.com/p/457253442
https://www.yymiao.cn/yunying/newmedia/113133.html

1. Track selection

• Workplace Skills: Knowledge bloggers are good at building personal brands and attracting target groups, and use content sharing to consolidate their influence.
  • Core strategies: establishing knowledge authority, sharing daily content, and creating popular notes.
  • Popular content types: practical information, emotional resonance, and healing content.
  • Points to note: Professional knowledge needs to be made accessible to the people, especially unpopular hard-core knowledge.

Portraits of women in Xiaohongshu in the past two years

Reference: https://www.qian-gua.com/blog/detail/2713.html

In this study, we conducted an in-depth exploration of their needs, preferences, lifestyles, etc., based on the characteristics of Xiaohongshu’s female population and grass-growing content in the past two years. In summary, Qiangua’s summary recommendations are as follows:

• Free Self: Long-term popularity is stable, users prefer food, drink, entertainment and self-investment products. The content of concern mainly focuses on: 自我提升, freedom of choice and freedom of dressing. The brand may be able to directly target the core group of people from these three aspects; at the potential level, 自律生活 and the one-person economic trend are obvious It is closely related to the free self, and the brand may inspire and awaken more potential people.

• Independent and Brave: Users’ minds are basically formed, business competition is fierce, and consumer demand covers families and individuals. Pay attention to content focus: 生理、认知、情绪, social level, brands may plan content marketing from these four perspectives; in segmented groups and scenarios, 职场女性 still dominates, in addition ,家庭女性The consciousness of independence and bravery is also evolving, or may become a new increment.

• Relaxed and calm: The platform’s popularity and commercial investment have skyrocketed, and users prefer to balance practicality and enjoyment. The main focus of the content is: clothing, home furnishing, beauty, mother and baby, four major areas, with wide coverage. In addition to the workplace, outdoors and minimalism are also popular scenes and lifestyles; new changes have also occurred in the mind, from "rejecting tension" to "接纳消解", developing towards a healthier physical and mental state.
  

• Intellectual sobriety: Grass cultivation is very popular but there is less commercial investment, there is a lot of room for development, and users prefer self-pleasant products. Content level: Fashion, makeup and care have high buzz, 职场、情感两性互动高, and brands can develop vertical and pan-category content layouts. People pay more attention to labels of literary and artistic interests and spiritual life, or they can lead communication and stimulate consumption from the aspects of product concept and brand spirit.

• Purely True Me: The platform has high popularity and commercial popularity, and the discussion is lively. Prefer entertainment, practical, and self-pleasant products. Content level: Life experience category takes the first place, and vlog, plog, and ootd may help brands effectively build relationships with these people. And in value output, we focus on the true state and expression of authentic feelings, without defining them, but letting them actively perceive the parts that are "same and similar to themselves".

In the final analysis, brand communication and grass-planting transformation are inseparable from “people”-centered insights. Only by talking to them with truly respectful and finely polished product content can we achieve the penetration of people with "physical and spiritual qualities", realize the mutual illumination of the brand and "them", and go in both directions.

2. Basic cognitive stage

• Plateau 规则: Important understanding流量规则Japanese违规行为.
• Field Selection: Choose an area that will continue to produce content based on your personal interests and expertise.
• Account positioning: Clarify the direction of account content and create personal IP.

●Who are you? (your character tag)

●Who is your target user? (What type of people do you want to attract)

●What can you provide him? (your content output direction)

●What’s special about you? (Let others remember + follow you)

3. Account activation stage

• Analyze benchmarking accounts: Find and analyze 5 excellent accounts.

●How to find benchmark accounts: search for field keywords; search for content keywords; pay attention to the popular notes recommended to you on the homepage.

●How to dismantle the benchmark account: In the early stage, you only need to look at the other party’s avatar, nickname, introduction, characteristics of the cover, and what are the good things worth learning. There is no need to dismantle the topic selection, title, and inner page pictures for the time being. Solution~

• Account homepage settings: Including optimization of nickname, avatar, introduction and background image.

●About nicknames:

- Keep it simple and easy to remember, without any uncommon words;

—It is best to keep it within 6 words and try not to use English;

—Try to reflect the positioning, such as XX loves fitness/writing/study;

—Don’t use emojis.

●About the avatar:

—It’s best to use selfies of real people to let others remember you;

—If you don’t want to use real-life pictures, you can also use cartoon pictures;

—It is best not to use online images, as there is a risk of infringement;

—The photos should be clear and beautiful. Do not use excessive filters or add fancy stickers.

●About introduction:

The introduction should reflect your character tags, content direction, etc. The general structure is ↓

—Row 1: 2-3 positioning-related character tags (who are you)

—Line 2: Your content output direction (what you can provide)

—Line 3: Your favorite sentences/inspirational sentences/mottos

—Line 4: Business cooperation email address (note that the new number should not be placed in the email address first)

●About the background image:

It can be more casual than the avatar, just be clear and beautiful. Desk pictures, landscape pictures, text pictures, etc. can all be used. You can choose according to your own preferences~

• Determine note cover type: Determine the overall style of the account.

4. Topic planning stage

• Analyze hot-selling notes: Research hot-selling topics and extract 10 articles related to positioning as early topics for the account.

Analyze why these topics are so popular:

Does it hit the user’s pain points? Does it scratch the user’s itch? Does it provide practical value or emotional value to users? …

Note: Likes > 1,000 are small hits, and likes > 10,000 are big hits.

When analyzing, you should list all the titles of the breaking news topics and your analysis results in the table, and then select 10 articles that are closely related to your positioning as the top 10 topics for your account.

5. The stage of creating hot products

• Dismantling and imitation: In-depth analysis of the hit notes of benchmark accounts, and innovative imitation.
• Content and publishing schedule planning: Includes title creation techniques, copywriting production and image tool recommendations.

●Tip creation tips

a. The title highlights key words ☛ so that readers and algorithms can get the core information of the note

b. Highlight the numbers ☛ Strengthen the data/support the conclusion/be more convincing

c. Highlight the contrast ☛ Stimulate strong curiosity

d. Highlight the results ☛ Let readers understand why they should read this content

e. Address specific groups of people ☛ Attract the attention of precise users

PS: A title does not only highlight one element. If it can highlight 2-3 factors at the same time, then the title will be more attractive.

●Tips for copywriting creation

—Before writing, you can list a framework first, think about the subtitles of each part, and then fill in the content step by step.

—You don’t need to have good writing skills, as long as you can explain a point or thing clearly.

—Try to be concise and not wordy, and use more short sentences. —If you really can’t write, you can start from the three aspects of [what], [why], and [how to do]

—When writing, don’t just talk dryly about dry facts. Integrate more of your own experiences and experiences to deepen the reader’s impression of you.

●Note publishing time selection

7:00am-8:30am (morning commute time)

12:00-13:30 (lunch + lunch break)

18:00-19:30 (afternoon commute time)

20:30-22:00 (relaxation time before going to bed)

④ Recommended popular note and picture making tools

●Picture-finding categories: Duitang app, Naiyou wallpaper app, elf beautification app, wallpaper avatar public accounts

●Drawing class

—Meitu Xiuxiu: used for puzzles and cutouts

— Butter Camera: Used to adjust filters, add words and stickers

—Picsart: used to add pictures, pick colors and make pure background images

—Draft design: There is a cover template that can be applied

●Tips for making popular covers

a. Cover ratio 3:4

b.The cover looks neat and beautiful

c. The cover has information increment

d. The cover title stands out

e. The cover highlights the core points of the note

f. The account cover has a unified style

6. The stage of realizing the increase in fans

Rising fans and cashing out stage

1. Maintain update frequency: Maintaining stable updates is key to initial operations.

2. Optimize content: Regularly review and optimize published notes.

   • High-quality notes: Like ≥ Interaction > Favorite, which will bring about a slight increase in fans.
   • Popular notes: Collection ≥ Like > Interaction to achieve explosive growth.

3. Transformation strategy：

   • Accept orders, sell directly, and divert traffic to other platforms.

   • Note: Accepting orders is unstable; direct sales are not popular in the young female community; private domain traffic is inefficient and risky.

   • Xiaohongshu is more suitable for attracting traffic rather than directly monetizing it. It is recommended to accumulate traffic and fans first, and then divert traffic to other platforms such as official accounts to reduce monetization restrictions.

fan development stage

1. Fans below 100: Keep sending notes, participate in official activities, and avoid unofficial activities such as exchanging likes and fans.

2. Fans 100~500: Passed the preliminary review and obtained official exposure. Note that exposure does not directly equal increased followers. Pay attention to the generation of resonance: 1 collection = 5 likes.

3. Fans 500: Fixed personality, choose graphic notes or video account. It is recommended to choose based on resources and capabilities to avoid excessive investment in video accounts in the early stage.

4. Fans 500~1000: The official initial classification is completed, and you can consider changing fields when appropriate. Continuing with vertical content, series-type content helps to continue to attract fans.

5. Fans 1000~5000: The official starts a second review, pay attention to appeals and content adjustments. Continue to participate in official activities and use festivals and interactions to increase exposure.

6. Fans 5000: No need to update daily, official cooperation can be started to monetize. Note that frequent commercial content may cause weight loss or traffic restriction.

7. Fans 10,000: Fan conversion mainly relies on previous hits and new hits. You can start to expand labels and increase your influence in the field.

8. More than 10,000 fans: Deeply explore this field. If the audience is biased, you need to expand the field to increase the opportunity for explosive growth.