Behind the popularity of Xiaohongshu, there is a copyable content operation strategy. How does Xiaohongshu, which has seen a surge in activity, operate the community? Next, we will analyze this set of replicable content operation strategies from three aspects. 01 The ever-expanding content direction of Xiaohongshu. The content direction is the basis for the execution of all subsequent content operation strategies of a community. If the direction is wrong, the efforts will be in vain. From 2013 to now, Xiaohongshu has experienced a cold start from only serving female users who plan to go shopping in Hong Kong, to female users who are interested in overseas purchases, to online shopping users who buy cross-border goods without leaving home, and then to In today's lifestyle sharing platform, the target user base has been expanding, so the content direction has become wider and wider. How to determine content direction? After the content direction is determined, how to choose the topic? What kind of content is high-quality content? Below, I will analyze the current content direction of Xiaohongshu from four perspectives. 1) Content positioning ① Target user analysis of Xiaohongshu According to the data provided by iResearch App Index, the main users of Xiaohongshu are young women born in the 1990s from first- and second-tier developed cities who love beauty and pursue exquisite life. Pictures from Jianshu App pictures are from Jianshu App ② The content positioning of Xiaohongshu is aimed at this user group. The content positioning of Xiaohongshu is to provide relevant guides on fashion, skin care, and lifestyle for young girls who love beauty. 2) Content topics The content topics should be related to the positioning. At present, the content of Xiaohongshu covers 18 topics including fashion, skin care, makeup, and celebrities. Content related to the lives of young girls is the content topic category of Xiaohongshu. This can be seen from Xiaohongshu’s slogan “Mark my life”. At present, the content of Xiaohongshu covers 18 topics including fashion, skin care, makeup, and celebrities. Such topic classification is not achieved overnight. In the beginning, in order to attract women who like to shop, we only focused on topics such as beauty, skin care, and fashion. Later, Xiaohongshu added and adjusted topics based on the platform’s user and content data analysis. 3) Content topic selection Xiaohongshu’s content topic selection mainly comes from two aspects. One is to focus on the topic and use relevant keywords to fission the topic; the other is to pursue hot topics. ① Focus on the topic and use relevant keywords to split the topic. Under different topics, the dimensions of topic selection are also different. Some are based on the user’s growth path, some are based on the user’s life scenes, and some are based on categories. Take the topic of "Fashion Outfits" as an example. The topics below are divided according to categories. For example, bags worth buying, sharing of outfits for the week, the most beautiful bare boots in winter, summer matching formulas for denim skirts, the most popular designer brands in Korea, etc. ② Chasing hot topics. For example, when the World Cup started recently, Xiaohongshu did a lot of related topic selection and special planning. For example, #watchWorldCup with Crayfish#, #WorldCupCarnivalColor#, #WorldCupWatchingArtifact#, #WorldCupBestFans#, etc. 4) Content unit Content unit refers to the smallest useful content in a product that creates value for users. It can be graphics, text, video, or even content with a specific structure. The content units of Xiaohongshu are “notes” and “videos”. A high-quality Internet product must have its own high-quality content units, and Xiaohongshu is no exception. The content units of Xiaohongshu first meet the following two characteristics: ① The notes and videos of deconstructible Xiaohongshu have a very clear structure, which on the one hand is convenient for users to read, and on the other hand, it also reduces users’ production costs. When new users publish notes, they don’t need to think about what content to put and how to put it, because Xiaohongshu has already provided good templates. Take notes as an example. The content structure of notes includes: user information, pictures, tags, titles, text, likes, comments, collections, and related notes. Some notes also include recommendations for purchasable products and similar products. ② Participation As a UGC sharing platform, with the expansion of scale, most of the content units of Xiaohongshu are now created by users. The high-quality notes and videos on Xiaohongshu usually meet the following three characteristics - 1. High-quality notes/videos can independently generate value for users. A high-quality note can ensure that users gain something after reading it. ② High-quality notes can be included in the corresponding categories. If the content is not in line with Xiaohongshu’s positioning, it will be difficult to classify it into categories.
For example, although "jokes" are liked by many people, they cannot be included in any category on Xiaohongshu, so they cannot be exposed or recommended. ③ Integration High-quality notes can be organized and integrated in any form. When users see high-quality notes, they will add them to their own albums; editors will also collect high-quality notes under corresponding topics, or include them with official accounts to recommend them to more users. According to observation, high-quality notes included in the official collection usually have the following characteristics: a. The pictures are beautifully shot, and the labels such as brand and price are as complete as possible. b. There are detailed and practical insights, and a lot of useful information. 02 Refined content production method Content production mainly includes content Production sources, content processing, content organization (topic planning), these three aspects. Next, let’s take a look at Xiaohongshu’s content production mechanism. 1) Content sources There are three main content sources in Xiaohongshu, namely: UGC, PGC and PUGC represented by celebrities and celebrities. ①UGC (User Generated Content) UGC is the main content source of Xiaohongshu, and this part of the content production accounts for the largest proportion. A large number of users produce notes every day, and Xiaohongshu also has initiatives to encourage users to conduct UGC. Xiaohongshu has built a user growth system. From Diaper Potato to Crown Potato, one has to go through 10 levels, and the requirements for upgrading include "content production." The picture is from Xiaohongshu, a Jianshu App. In order to encourage users to produce high-quality content, Xiaohongshu also released relevant content production guidance notes. In addition, Xiaohongshu also attracts users to produce content on topics by making topic recommendations in search boxes, popular searches, etc. ②PGC (Professional Production Content) Xiaohongshu has opened multiple vertical official accounts based on the classification of content topics. For example: captain potato, outfit potato, video potato, entertainment potato, life potato, sports potato, daily potato, foodie potato, photo potato, superstar potato, campus potato, etc. Xiaohongshu’s vertical official account ③PUGC (Professional User Generated Content) PUGC users are mainly divided into three categories. One is experts/teams from other MCN platforms, such as Late Night Fayao; the other is expert users trained by Xiaohongshu. These experts are heavy users of Xiaohongshu and provide a large amount of high-quality content. The third category is stars. Xiaohongshu uses celebrity influence as an endorsement, bringing in a large number of fans and users. For example, Fan, Lin Yun, and Jiang Shuying are senior celebrity users of Xiaohongshu. 2) Content processing ① The content is classified under "Home Page - Discovery". The editor will classify the user's production according to nearly 20 categories such as "Video", "Fashion", "Skin Care", "Cosmetics", "Fitness", "Food", etc. The content is divided into categories. Users with different needs can view content under different categories. Category segmentation on Xiaohongshu’s homepage On the other hand, each vertical official account of Xiaohongshu will collect high-quality content and divide it into different themes. ② Secondary processing and editing All high-quality content accepted by the official will be processed by Xiaohongshu editors before being pushed. The purpose is to give users a better reading experience, and also to let users who produce content know what kind of content is good. By comparing user-generated content with edited content, we can see that the original author's notes tend to record life. The edited and processed content directly extracts important information, allowing users who read the notes to quickly get the key points they want. 3) Special planning There are three main types of special planning in Xiaohongshu. Special planning for popular Internet phenomena, special planning for original content, and special topics for some foreseeable major events. ① Make special planning for popular phenomena on the Internet. For example, Xiaohongshu took advantage of the Internet celebrity food launched by IKEA some time ago and launched a special topic "Whole Orange Ice", allowing users to upload their own production and eating notes. ② Make topic planning for native content such as "Rose Hip Whitening Pills", "Liposuction", "Meat Ball Head" and other native content topics, and integrate and recommend high-quality content on related topics on the site. ③ Make special plans for foreseeable major events. Since the World Cup, Xiaohongshu has launched a series of special plans. For example, #澳门威尼斯足球在线#, #pick我的世界#, #来小红书看世界#, etc. Grasping the topics of public concern can help Xiaohongshu reach potential users to a certain extent and achieve user introduction.
Push: The main purpose of Push is to promote activity and retention. There are two main types of Push in Xiaohongshu. One is to push content that users are interested in, and the other is to push notes posted by experts that users follow. It uses content that users are interested in and high-quality platform content to promote activation and retention. Search box: The search box generally displays Xiaohongshu’s main topics to promote the platform’s special content and attract users to participate in creation. For example, Xiaohongshu is currently following the hot spots of the World Cup. It has planned the #来小红书看世界世界# campaign and put it in the search box to increase the exposure of the topic and increase the number of participants. b. Users attract new WeChat public accounts: Xiaohongshu has opened an official public account "Xiaohongshu App", and the current number of fans is estimated to be about 600,000 (the number of picture and text readings is about 20,000). This is Xiaohongshu’s daily content recommendation channel. At the end of the picture and text, a QR code or reading the original text will be used to divert traffic. Weibo: Weibo has 3 million fans, which is another daily channel for Xiaohongshu. Topics for daily push come from high-quality content produced by users on the platform. Brand building and user introduction are achieved through the content, but the usual amount of interaction and forwarding is not high. The better data is content with celebrity topics, such as retweeting celebrities’ posts on Xiaohongshu’s Weibo, publishing celebrities’ Xiaohongshu notes, etc., which will bring better interaction and communication effects. Media advertising: In 2018, Xiaohongshu launched media advertising in the variety shows "Produce 101" and "Idol Producer", including mid-stream inserts, spoken broadcasts, and post-subtitles. Qu Fang, the founder of Xiaohongshu, said in an interview with the media that promoting content in variety shows is a promotion strategy that the team has planned for a long time. Due to precise crowd matching, "Idol Producer" and "Produce 101" have brought significant brand exposure and user growth to Xiaohongshu, especially "Idol Producer" (hereinafter referred to as "Opilot"). According to iResearch data, since the launch of "Occasionally", Xiaohongshu's monthly independent device count has increased by 4 in January and jumped to 20.9 in February. In March, as the competition became more intense, the increase reached 38.4, and the diversion effect was very powerful. (Note: The broadcast period of "Occasionally" is from January 19 to April 6, 2018) In addition to promoting content in variety shows, Xiaohongshu also placed inserts and advertisements in the TV series "Beijing Women's Illustrated Book". enter. I think Xiaohongshu will invest more in this aspect in the future. On the one hand, the audience watching the program accurately matches the user group of Xiaohongshu. On the other hand, it also uses the star effect to attract a large number of celebrity fans to register and download. 3) How does Xiaohongshu improve the open rate of content recommendation? There are generally three methods to improve the open rate of content recommendation, namely strong benefits, strong association and special symbols. The specific content is explained in detail in the content editing course of the operation agency. ①Strong welfare is mainly reflected in the promotion of mall activities, such as "66 yuan coupon has arrived, and you will save even more after the coupon", "50% off", "50 off for all orders over 199!" ②Strong association According to my observations and impressions, Xiaohongshu generally uses this method when doing user recall. There was a time before, because I was too busy and hadn’t opened Xiaohongshu for a long time, so Xiaohongshu sent me a Push with the content of “During your absence, the xxx you followed was posted...” ③ Special symbols: Basically every push in Xiaohongshu will have special symbols to attract users to click, such as "Click to view details gt; gt; gt;". In the platform system notifications, there will also be "special text symbols" such as "poke gt;" and "grab gt;" to guide users to the mall. 04 Summary Today we analyzed the replicable content operation strategies behind Xiaohongshu. There are three main strategies. First, determine the content direction according to the target group, secondly, organize and refine content production methods from production to processing, and finally, create a content recommendation strategy that covers the entire user life cycle.