How to do a good job in the operation of Little Red Book is a problem that many people are thinking about. According to my own operation experience, I summarized the core operation strategy of 1 1 to share with you. Qi Xing also prepared accurate drainage cheats for meeting his last friend. Below, I will share some operating experience of Little Red Book with my own practical experience. First, before positioning, Xiaohongshu was indeed a bit "biased", which may have more content in the fields of beauty, fashion and food. But with the growth of the platform, the content began to become diversified. According to the characteristics of users, it has been extended to many fields, such as science and technology digital, funny, games, music, film and television, fitness and so on. Therefore, there are many choices in positioning, but it should be noted that there are already many head bloggers in the field of "partial subjects" of Xiaohongshu, and the competition is fierce. If you don't have hardcore content, I don't recommend squeezing in. I'd rather be a leader than a phoenix tail. Second, the content is 1. Title Skills ① The number of words should be controlled within 18, because the note title can display at most two lines, and on a large-screen mobile phone, one line can display 10, and two lines are 20 words. Leaving two empty words won't be too full. (2) Add appropriate face and text decoration, because many users are girls and want to do what they like, but pay attention to face and text. 3 Rejecting the title party, now the platform is getting stricter and stricter, and too exaggerated and false titles can easily be suppressed. ④ Adding keywords, such as crowd keyword "student party" and commodity keyword "Mac lipstick", and inserting two keywords, 1-2, will bring you long tail traffic. 2. Cover/picture ① Should the cover be beautiful and clean, or should we pay attention to the content. For example, you can summarize some contents of the title on the cover. (2) First, the style suggestion should be consistent with the cover, and second, the picture order should be consistent with the text introduction order; Third, label. At present, Xiaohongshu has "5+ 1" labels, namely, location, brand, commodity, film and television, user and customized labels. Adding appropriate labels according to the content can supplement the picture information and increase the exposure. 3. Text ① Don't have too few words or too many words. The recommended number of words is between 400 and 500, and the user's reading pressure is just right. (2) Add color words to increase the readability of the text. Xiaohongshu is different from other graphic platforms. Its text and pictures are separated, and users will be bored reading a lot of text. Using some facial words can improve the readability of the text. 3 Original, most content platforms like original high-quality content. 4. Topic According to the theme of the content, finding a suitable topic can increase the exposure of the notes. 5. The release time of the push platform is mainly concentrated at 8: 00- 10: 00 in the morning,11:30-14: 00 in the afternoon and19: 00-21in the evening. Iii. platform mechanism 1. Recommendation mechanism The recommendation mechanism of Xiaohongshu is similar to other platforms. The only difference is that before the recommendation, it has an inclusion link. Without this comment, it will not reach the recommendation pool. The way to detect whether a note contains it is to search it. If it can be searched, it means it has been included, otherwise it will be included. After the notes are collected, they will enter the system recommendation pool. First, recommend the notes to the first-class flow pool, about 200 exposures. If the evaluation data such as click-through rate, favorable rate, collection volume and comment volume of notes are good, it meets the conditions for entering the next level of traffic pool. The system will automatically recommend the notes to the next flow pool, with an exposure of about 2000, and so on. If the evaluation data of the notes cannot meet the conditions for entering the next level, it will be stopped. Of course, during the recommendation period, if the notes are reported, the number of recommendations will drop. Many people say that the notes that performed well before suddenly did not increase the reading volume, which is the case, and it is very likely to be reported. 2. Weight mechanism Xiaohongshu has great pressure on the marketing number, so it will make some adjustments to the weight mechanism of the account. If the weight is not high, the recommended traffic pool of notes is small. ① The newly registered account has a low weight. If you post notes as soon as you register, it is easy to be judged as a marketing number with another purpose. Therefore, it is best to send a new account in two days, and the weight will increase with the increase of normal active time. (2) violation will reduce rights. If there is any infringement of personal data, notes, comments, etc. , the weight will be reduced, and the recommendation and ranking of notes will be affected. ③ Weight is supported by multiple evaluation data, including registration time, rating, number of fans, number of notes, number of collections/likes, etc. So try to make these data look good. (4) There are weighted accounts, such as some star numbers and talent numbers. The accounts entered by the platform must be weighted, and there are also some cooperative institutions' accounts. Therefore, it is recommended not to find such an account when benchmarking the account, unless you are also an "open" number. Four. Future Trends According to my user analysis of Xiaohongshu and my prediction of the strategic planning of this product, I have summarized the following three trends, which are worthy of our layout in advance. 1. Encourage the release of short videos /vlog. At present, the momentum of short video is higher than that of graphics and text, and with the development of 5G technology, it will be more convenient for short video to display information in the future. As a UGC community, the construction of short video is a focus of future development. Judging from the direction encouraged by the current platform, the government has planned many short video topics. 2. The content is further diversified. The little red book is planted with grass, so the content will be biased towards the field of beauty. However, with the increase of users, the demand for content consumption will also increase. According to New Knowledge of Lifestyle of Generation Z, the demand for content in many fields such as work, study and personal growth is rising. Therefore, in addition to those bloggers who are already prominent in beauty, we also pay great attention to the layout of these developing fields, which is also in line with the above-mentioned view of "Ning is a phoenix tail, not a phoenix tail". 3. The layout of male users The main users of Xiaohongshu are women, and the male users are less than 20%. In the future, Xiaohongshu will continue to attract new users. In addition to women, male users are also one of its key mining objects. The platform has more content for female users, so the needs and values of male users can be further explored in the future. 4. Localization services In addition to e-commerce and advertising, Xiaohongshu is still exploring new monetization models. In view of the large amount of tourism and shop exploration content popular with users on the platform, localization service may be a direction for Xiaohongshu to realize. At the same time, the users of Xiaohongshu are mainly concentrated in first-and second-tier cities, so when further increasing users, we will definitely consider sinking the market and expanding in third-and fourth-tier cities and below. Combining the above two points, it can be predicted that the future localization service will also be the operation direction that can be laid out in advance.