According to the funnel model, a piece of content needs to be distributed first, then click-through rate, interaction rate and, more advanced, powder conversion. So, how to improve these aspects? The author of this paper dissembles the operation details of Xiaohongshu from the aspects of content distribution, interaction and powder addition, hoping to bring you help. There are many articles about the operation of Little Red Book, from account positioning to content framework. This paper intends to change the way of thinking and disassemble the details of Xiaohongshu's operation directly from the aspects of improving content distribution, increasing interaction and increasing powder, mainly based on the author's practical experience in operating Xiaohongshu as a sideline for two years. As we all know, according to the funnel model, a piece of content needs to be distributed first, then click-through rate, interaction rate, and more advanced powder conversion. First, increase the content distribution of 1 What is the use of adding keywords that users are interested in? Keywords can help to obtain the recommended traffic and search traffic of the first page, that is, to find that the page is recommended and the search page ranks high. Good keywords can make the content get the initial recommended distribution traffic at the beginning, which is easy to understand. The search traffic of Xiaohongshu is not low. Users have high expectations for useful content in Little Red Books, and the frequency of users' search behavior in Little Red Books is high, and the search traffic lasts for a long time. As long as someone searches, it is possible to continue to get traffic. How to use keywords? It is best to plan this keyword from the time of multiple-choice questions, and it needs to be used reasonably in titles, texts and topics. What are the good keywords? The author summarizes it as: keywords that are popular with users and have certain tolerance. First, good keywords need to be welcomed by current users. How to find hot keywords? The easiest way is to enter a keyword in the search box and see how many notes there are under this keyword. The more notes, the more popular they are. If high-quality content under popular keywords is still scarce, then this keyword can be said to be a blue ocean and worth doing. However, the number of comments under keywords is only a reference, and media users also need to be able to predict which keywords are rising and may be popular. Taking my own experience as an example, the author made a series of notes on the analysis of Internet entrepreneurs, and obviously found that Zhang Yiming's analysis is more distributed than other entrepreneurs, because "ByteDance" mentioned many times in Zhang Yiming's notes is a very popular keyword in Xiaohong's book. Second, good keywords need a certain tolerance. The bigger the keyword, the better. Key words are actually content classification, such as "beauty". If the keywords are too large, it is not easy to be accurately distributed. The smaller the keyword, the better. Small keywords don't trigger much distribution. For example, the keyword "super crystal and gentle manicure" may be smaller, and "summer manicure" is a keyword with certain tolerance. 2. Hotspots are always worth doing as content booster hotspots, especially in the early stage of hotspot fermentation. A hot spot, maybe you are tired of reading the hot spot of the home page, but as long as the hot spot is not completely cooled down, the traffic of doing this hot spot will still be higher than that of ordinary notes. So many self-media are related to hot spots. When the timing is similar, it is very important to use the perspective of hot spots and the quality of their own content. Most of the content is still good content. It is very important to cultivate the ability to catch hot spots in time and make rational use of them. Second, improve the click-through rate. Xiaohongshu is a double-column information flow, and the click rate is also an important measure of notes. The cover and title largely determine the click rate. 1. What is the importance of the cover? In the little red book, the cover of the notes is very important, and it is also very important in the mile. In multi-column information flow products, the cover and title are the first impressions, which largely determine whether users are willing to open them. Even if the system is distributed and users are unwilling to open it, it is difficult to have follow-up interaction and cannot enter the next traffic pool. With regard to the basic direction of cover making, the author divides the picture from the aspects of aesthetics, information, interest and taking advantage of the situation. The picture here also includes the video cover. From the aesthetic level of the picture, the picture itself is to look good. For example, handsome guys and beautiful women who need high face value; Food needs food to be attractive; Photography needs beautiful scenery. From the information level of the diagram, it is necessary to convey information relatively accurately, especially knowledge videos; Need to trigger some emotions of users, such as curiosity, recognition and so on. From the interesting degree of the picture, fun, fun and novelty will cause users to click. Typical are cute baby, cute pet, new and exotic items; There are also funny classes, such as funny dialogues and golden sentences. Finally, it is to follow the trend. Simply put, you can lick celebrities, stars and famous enterprises; Hot spots, festivals, trends and explosions; Cultural knowledge (such as ancient poetry and biography of Zhen Huan). 2. In addition to the cover, the title also affects the click. Especially when the cover is plain, the title is even more important. The topic can be conceived from three directions: useful, interesting and * * *. Useful: concise and clear information; Obviously useful, it can meet the needs of some people or most people. Interesting: make good use of hot stalks and popular sentences; Spoken English is interesting enough. * * * Ming: Words express obvious emotions, situations and difficulties, which can quickly arouse the * * * Ming of some people or most people. 3. The cover and title should match. The main information is indicated on the cover, and the title can be matched. The title copy is extremely interesting and attractive, and the cover is not contradictory. The combination of cover and title can give people a mood, a dilemma and a story scene. For example, the cover is a handsome guy's abdominal muscles, and the title is "Please click in if you don't see the cover"; For example, the topic is 10 minutes to correct calf valgus, and the cover is the comparison between the front and rear legs; These cooperate well. Cover and title don't mean explosive and flashy at the same time, but sometimes people don't want to order them. Third, enhancing the interactive content itself is always the most important, which determines the amount of interaction, and the interaction determines the next round of distribution. Interaction is also the premise of turning powder. There is a lot of content with more interaction but less powder, and there is little content with more interaction but less interaction (excluding lottery interest). In Little Red Book, interaction is divided into liking, collecting, commenting, forwarding, barrage and so on. The behavior threshold of liking and collecting is low and relatively easy to obtain. Useful content often gets high collection, interesting content gets high praise and relatively high comments, and content with * * * is also easy to get likes and comments. Regarding comments, you can do some guidance in copywriting or video to encourage users to participate in comments; Or use some hot stalks to improve the enthusiasm of users' comments. The up club is dedicated to creating exclusive connections with fans, which is very conducive to guiding interaction and gaining a foothold. Regarding forwarding, we need to consider the motivation of users to forward and share. A loud, pleasant content that can give people new knowledge or become social currency will make users happy to share it. If you want to increase the amount of interaction or return to the content itself, you need to make users feel useful, interesting and interesting, and you can successfully realize one of them, preferably two or three at the same time. Provide users with information value, cognitive value and emotional value through content, and users will give feedback through interaction. Fourth, the essence of improving the conversion rate of fans is that users want to see this person or this kind of content next time, and simply analyze it from two aspects: people and content. For the enterprise number or individual number with budget, profit-oriented methods such as lottery and activities can also be used to quickly increase powder. 1. It is very important to appoint people for the powder. The account set by someone is unique and cannot be duplicated; Unmanned accounts are generally easy to be copied, so there is no scarcity and competition. People's design is dismantled: clear positioning and personality charm. The clear positioning is that this blogger has a distinct identity and content output field. Personality charm is the character, values and language expression characteristics of bloggers. The appearance of real people is extremely important for shaping people's design. In addition, voice exposure and distinctive language expression system can also shape people's design. There are thousands of cases in which real people appear, so I won't go into details. About using voice and characteristic language system to be a man, it is a very typical case that half Buddha becomes immortal. Graphic notes also need to briefly introduce their identity characteristics and content output in the text, and summarize them in one sentence or several keywords. 2.Content 1) has different applicability. The content is suitable for different people, and the content with wide applicability is relatively faster. For example, the menu content is useful, and professional economic knowledge is useful, but the former is more suitable for people. Of course, in addition to the number of fans, there is also fan stickiness. Fans of professional knowledge are sticky. 2) Content scarcity, that is, users have demand but the platform does not provide relevant high-quality content. The scarcity of content is too important for powder. When there are not many competing products in a certain kind of content, it is relatively easy to increase the powder. After a certain kind of content is no longer scarce, a single note may still get high interaction but the number of converted fans is low. The essence of rubbing hot spots is also a manifestation of scarcity of content. Users have great demand for hotspots, but there are not many high-quality content related to hotspots in the initial stage. 3) Content Series The content series will first give users a stable sense of update and have expectations for the content output of bloggers. In addition, when a content bursts, the whole series of content has a chance to be seen again. The content is updated stably, and the content quality is basically in line with expectations, which is very conducive to transforming fans.