There are three types of people who play Xiaohongshu, one is to peek at the screen, the other is to share sincerely, and the third is to become famous. If you are the latter and want to truly and carefully manage your Xiaohongshu platform, you can read today’s article carefully. Different platforms have essential differences in traffic distribution. But in summary, in platforms based on algorithm recommendation, the logic of content becoming popular and gaining fans is very similar. So essentially, I regard Xiaohongshu, Douyin, Kuaishou and Zhihu as similar platforms (at least from the content production side). These practical knowledge are included in the courses for Internet marketers. In addition to short video operations, there are also professional knowledge courses such as live broadcast sales, product selection, and platform management. Students who want to change careers, start a business, part-time, or full-time can learn about it. one time. 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They also offer online part-time job opportunities: Personal account 1) Xiaohongshu claims that 80% of users are women, and 100% of users are between 25-35 years old. 60% of users are mainly concentrated in economically developed first-tier cities. Therefore, most of the content topics focus on women, beauty, skin care, parenting, weight loss, and celebrity entertainment. 2) From a search engine perspective, Xiaohongshu Notes currently has a certain exposure rate on Baidu. Especially for cosmetics and a series of skin care products, since Baidu currently gives a certain traffic preference to Baidu mini programs on the mobile phone, under some big words, the content of Xiaohongshu's notes may also be ranked high. In addition, since Alibaba is also an investor in Xiaohongshu, when searching for the brand name on Taobao on mobile, high-quality notes from Xiaohongshu will be randomly captured in the Taobao experience. 3) When doing Douyin, we will notice that the core of high-quality content is often universal. Xiaohongshu’s early content focused on the content category of “fulfilling fantasies”. Women have a naturally stronger mentality of comparison, so Xiaohongshu is often exclaimed, “The richest ladies in the world are all on Xiaohongshu.” They carry Chanel limited-edition bags every day, travel around the world, and take beautiful Instagram-style photos. They have handsome, young and rich husbands, and mothers-in-law who love them more than their own mothers~ Even though Xiaohongshu is currently expanding its user base The group has attracted a large number of Douyin and Kuaishou mcn companies to output content. Due to the characteristics of its own platform users, outputting content that women are interested in is still the core of operating Xiaohongshu accounts based on the principle of "I have what others don't have, and I have what others have." 4) Before starting to operate a Xiaohongshu account, please follow "Shu Guanjia" (very important!). For any platform, you need to understand its rules first. Xiaohongshu’s rules are generally published by Shuguanjia. Changes in rules often mean changes in the way content is output and how to play. As a personal account operator, you should focus on notes related to "brand partners". Brand account operators should focus on reading the "Promotion Notes Community Standards" and "Brand Account" related functions. 5) Xiaohongshu adopts a note “collection” mechanism. Only notes included in Xiaohongshu are recommended and can be searched. Signs that a note has been included: Directly search for the first sentence of the note. If the note is included, it can be searched. Otherwise, it is an invalid note. In addition, being included may not necessarily be recommended by the algorithm, but being recommended will definitely be included. 6) Xiaohongshu’s note types are mainly divided into “text and picture notes” and “video notes”. The two types of notes have very similar collection mechanisms. For text-based notes, search for the first sentence of the text content. For video-based notes, search for the first sentence of the video introduction (text content paired with the video) to see if it is included in Xiaohongshu. 7) Factor 1 that affects the inclusion of notes: typesetting. Xiaohongshu's notes do not have a third-party editor similar to the WeChat official account. The content is edited on Xiaohongshu. If you want the content to have a beautiful and clean layout, you need to use more emoji and Xiaohongshu's own expressions. 8) Factor two that affects the inclusion of notes: title. The first sentence is best to include the title, Xiaohongshu’s keyword mechanism and the relevance of the title. *Similarly, if keywords appear in the article, there is a certain chance that it will be included in the keyword notes.

9) Title is an important factor affecting the open rate of social platforms. The title of a Xiaohongshu text note is the first sentence of each note and is 20 characters long. In addition, "cover title" and "text title" should be given equal importance. Titles on pictures and video covers will also affect the open rate. 10) Add numbers to the title and bring in some data. For women, this number tends to be related to money, time period and number of categories. Most women are irrational. Although we saw some notes with very anti-scientific titles, many people liked them. 11) Make the title emotional, add more exclamation points! ! Because it is a personal note, you can appropriately ignore advertising laws and add some words such as "most, perfect effect, top level" to create a headline for the sake of traffic. 12) There is an identity tag in the title. A large number of notes in Xiaohongshu are related to beauty and skin care. Therefore, when choosing an identity tag, in addition to traditional identities such as students and white-collar workers, you can look for identity from aspects such as skin quality and hair quality. 13) Keywords must be embedded in the title. No matter what content you write, you need to write an article around the keywords. This is also the basis of Xiaohongshu’s collection and recommendation mechanism. The title of each article needs to be embedded with pre-thought-out keywords. Good keywords. 14) Factor three that affects the inclusion of notes: tags. You can add tags to the pictures of notes posted on Xiaohongshu. The types range from location and brand to specific stores, or specific users. For brands registered with Xiaohongshu (which will be mentioned in the brand account), you can click on the tag to enter brand-related topics. You can also add voice tags. Adding such tags to accounts with good voices and personal settings will attract fans. 15) Factor four that affects the collection of notes: pictures. Use original, high-definition, non-watermarked photos. If it is advertising content, try not to include pictures of individual products (even if you do, add some expressions and text). For normal content output, the first image is as important as the title. The title should not block the key objects in the picture (such as important people, and the product in the product puzzle should not block the product too much). 16) The weight of the Xiaohongshu account. Similar to Zhihu, Xiaohongshu accounts also have their own weight. A user's weight on a certain topic or keyword is based on the likes and comments he has received based on his past notes on related topics. The data of notes posted by users in a certain field in the past reflects their level of recognition in a certain field. The likes, comments and collection behaviors of high-weight users will have a certain impact on note sorting and traffic recommendations. 17) Xiaohongshu account also needs to be maintained. Everyone who has been in contact with WeChat account maintenance should know that if Xiaohongshu wants to increase the weight of his account, in addition to publishing content, he also needs to perform some likes, follow, comments and other behaviors every day. Increase the weight of your own account. 18) Due to the existence of account weight, content exporters on Xiaohongshu should try their best to have complete personalities and vertical content. Continuously and stably output high-quality content recommended by the platform in a certain vertical field. 19) The level system of Xiaohongshu accounts. In order to encourage content creators to update, Xiaohongshu also has its own level system within the community. Simply put, completing content publishing tasks and obtaining enough interactions will result in an upgrade. The stickers you get after upgrading are insignificant rewards, the most important thing is! With a higher account level, published notes will be reviewed with greater priority, and the content will have a greater chance of being recommended. 20) If you use a large number of advertising notes, without a statement of interest, or as a brand partner, the weight of the account will be reduced. 21) The definition of promotional notes is simply notes with an advertising nature. The official definition of Xiaohongshu is that gifts/payments/trials/lotteries by brands or other stakeholders are all related to interests, and notes that are related to the author are promotional notes. 22) What notes will become promotional notes. This little red book promotion note community standard needs to be studied repeatedly, the link is attached. Generally speaking, brand gifts and paid advertising are most likely to be judged as promotional notes. Copy this message and open the Xiaohongshu APP, and you can see the wonderful content posted by @藷管家! ?Qpy3Ehz8fq3pca1?/AipZoMwq23) The rules for publishing promotional notes have changed after the latest revision of Xiaohongshu. Different from the specification, authors who are brand partners (referred to as Pinhe) must go through the Xiaohongshu brand reporting system for future releases. Similar to Douyin Star Map, Xiaohongshu hopes that all advertisements can be controlled by the platform itself and the data can be monitored. 24) The traffic distribution of Xiaohongshu. The traffic within the Xiaohongshu platform is mainly concentrated in two parts, recommendation traffic and search traffic.

There is some overlap between the two parts, but the overall content is quite obviously different. 25) The traffic on Xiaohongshu’s homepage is concentrated in “Discover”, “Search”, and “Hot Search”. If you want to operate an account to increase fans, you must understand how the content output by the account should match the traffic of these parts. 26) The display format of Xiaohongshu’s homepage is very similar to that of Kuaishou. Both are waterfalls and are also the source of recommended traffic for content creators. Notes recommended by the Xiaohongshu algorithm have a certain probability of appearing on the user's homepage and receiving high traffic. 27) Similar to Douyin Kuaishou, Xiaohongshu’s traffic recommendations are also step-by-step. Push to a small number of users first, and then gradually expand the scope of push based on the content. Therefore, some rigid standards for assessment on other platforms, such as "completion rate", "interaction rate", "account weight", etc., all have an impact on the frequency of recommendations. Generally speaking, to "forge" a data recognized by the system, you need to read the graphic notes from the first picture to the last picture in a relatively standard time and complete it, just like Taobao. Like, "Collect", "Comment" and any other actions. Videos are similar, requiring users to watch the content completely and then like and collect it. 28) The people you follow will have a probability of appearing in the waterfall on the discovery page, and will be marked "your following". As a Xiaohongshu user, there is a certain probability that you will receive push updates from the up owners you follow after the up owners update their content. 29) There will be an official account in each vertical field of Xiaohongshu, such as "Beauty Potato" in the field of beauty and "Wearing Potato" in the field of fashion. Similar to the "Douyin Assistant" in Douyin, the official account collects and recommends high-quality blogger content in the vertical field every day, and often releases official related activities. Remember to @them when updating content for a chance to be recommended. 30) What do you think of the popularity of vertical fields? Generally speaking, you can look at the number of fans of each official account. Xiaohongshu is a platform where women dominate. The number of fans of entertainment, fashion, and beauty websites is far ahead (generally above 4 million). On the one hand, it means that in these fields, there is relatively more traffic, but at the same time, competition is also very fierce. Large and mcn companies at the head and waist basically monopolize most of the platform resources. 31) Xiaohongshu’s hashtags are relatively hidden and need to be added manually when content is published. But it should be noted that the topics Xiaohongshu will recommend to you are related to the topic tags we selected when we first registered. If you want to make your own account and understand the target group, you need to pay special attention when choosing tags. Otherwise, if you want to grab the traffic of certain topics, you have to manually enter the topic name in the search bar and add it. Only one topic tag can be added to each note, and no more can be added. 32) Xiaohongshu also has certain recommendations for LBS locations, so if possible, it is also recommended to add geographical location information when outputting notes. 33) I talked about the issue of account weight before. In the recommendation mechanism of Xiaohongshu, the likes and collections of large accounts with a large number of fans will increase the number of recommended notes. 34) Although Tencent and Alibaba are included in the investor list, Xiaohongshu strictly limits the appearance of “WeChat ID”, “official account” and “Taobao store” in the content and comment areas. (Of course, the big guys in the traffic circle, using homophones and graphics will reduce the probability of being detected).