I saw a friend in the financial group sharing the Zhihu operation of 100 before, and I thought it was very good. I am a small workshop with content as the core, and I have experienced the baptism of WeChat official account, headline, Zhihu, Tik Tok and Xiaohongshu all the way (WeChat official account 10w powder, more than 65,438+million fans in Zhihu, and also the head of the platform segmentation field, Tik Tok Million Powder, Xiaohongshu. I have some experience in studying the rules of major platforms, because Tao Ge and Xiaoxiao shared Zhihu and WeChat before. At present, part of our own business is also concentrated in Xiaohongshu. In addition, we found that there are many friends who pay attention to Xiaohongshu recently, so we did the operation of 100 in Xiaohongshu, imitating the two predecessors. (50 personal accounts and 50 brand accounts). In fact, in the earliest content production process of our original account, we gradually found that different platforms have essential differences in traffic distribution, but to sum up, in the platform based on algorithm recommendation, the logic of content explosion and powder increase is very similar, so in essence, I will regard Xiaohongshu, Tik Tok, Aauto Quicker and Zhihu as similar platforms (at least from the content production side). From our actual operation, the biggest difference of platforms lies in the generosity of these platforms to private domain traffic such as WeChat. I believe that the students who have done it have a steelyard in their hearts about several platforms, and the feedback is average, such as Aauto Faster, Zhihu > Tik Tok, Little Red Book. Before it's too late, I'll tell you about 50 personal operations of Little Red Book. I use ordinary personal account and brand account to distinguish the role of operation, and write 50 articles each. Of course, there are too many things to talk about, far more than these, and the follow-up will gradually increase. Personal account operation 50 personal accounts 1. Xiaohongshu claims that 80% of users are women, and users aged 25-35 account for 60%. Users are mainly concentrated in economically developed first-tier cities. Therefore, most of the content themes revolve around women, beauty, skin care, parenting, slimming and star entertainment. 2. From the perspective of search engines, Little Red Book Notes currently have a certain exposure in Baidu. Especially cosmetics and a series of skin care products, because Baidu will give Baidu applets on mobile phones a certain traffic tilt, under some big words, Xiaohongshu's notes are also likely to rank in the front position. In addition, because the investor of Xiaohongshu also has Ali's figure, searching for the brand name in mobile phone Taobao, Taobao experience will also randomly grab the high-quality notes of Xiaohongshu. 3. When doing Tik Tok, we will notice that the core of high-quality content is often general. In the early days, Little Red Book made a great article around the content category of "satisfying fantasy". Women are naturally more competitive, so they often sigh Little Red Book, "The richest ladies in the world are all in Little Red Book". They trade Chanel for limited packages every day, travel around the world and take beautiful photos in ins style. There are young, handsome and rich husbands and mothers-in-law who are more miserable than their own mothers. Even though the expanding user base of Xiaohongshu has attracted a large wave of output content from Tik Tok Aauto quickless, due to the characteristics of its own platform users, 4. Please pay attention to "Potato Butler" (very important! ), any platform needs to know its own rules first, and the rules of Xiaohongshu are generally released by the potato manager. Changes in rules often mean changes in content output methods and gameplay. As a personal account operator, it is very important to pay attention to the notes related to "brand partner", and brand account operators need to read the related functions of "promoting note community norms" and "brand account". 5. Xiaohongshu adopts the "collection" mechanism of notes, so that the notes collected by Xiaohongshu can be recommended and searched. The sign that the note is included: directly search the first sentence of the note, if the note is included, it can be searched, otherwise it is invalid. In addition, being included is not necessarily recommended by the algorithm, but being recommended will definitely be included. 6. Little Red Book's notes are mainly divided into "graphic" notes and "video" notes, and the collection mechanism of the two types of notes is very similar. For the text category, look for the first sentence of the text content, and for the video category, look for the first sentence of the video introduction (the text content with the video) to see if it is included in the little red book. 7. One factor that affects the collection of notes: typesetting. Xiaohongshu's notes do not have a third-party editor similar to WeChat official account, and all the contents are edited in Xiaohongshu. If you want to have a beautiful and clean content layout, you need to use more emoticons and expressions that come with the little red book. 8. The second factor that affects the inclusion of notes: the title. The first sentence should include the title, the keyword mechanism of Little Red Book and the relevance of the title. * Similarly, if keywords appear in the article, there is a certain chance that they will be included in the keyword comments. 9. Titles are an important factor affecting the opening rate of social platforms. The title of the little red book notes is the first sentence of each note, with 20 words. In addition, "cover title" and "text title" should have equal attention, and the titles on the cover of pictures and videos will also affect the opening rate. (Little Red Book has made great adjustments in content recently, and you can clearly feel that the header of the recommended content in the page has become cleaner and fresher, and its value has been improved. Therefore, the content exporter needs to pay attention to iterating the content in time according to the platform tonality, and can't eat it all at once. ) 20 19.9.3+00. For women, this figure is often related to money, time period and number of categories. Most women are irrational. Although the titles of some notes are very anti-scientific, many people still like them. 1 1. Emotional title, add more exclamation points! ! Because it is a personal note, for the sake of traffic, you can ignore the advertising law appropriately and add some words like "the most perfect effect, the best" to be a title party. 12. There is an identity tag in the title, and many notes in Little Red Book are related to beauty and skin care. Therefore, when choosing an identity tag, you can look for identity from skin quality and hair quality, except for traditional identities such as students and white-collar workers. 13. keywords must be embedded in the title. No matter what you write, you need to make a fuss about keywords, which is also the basis of the small red book collection and recommendation mechanism. In the title of each article, you need to embed pre-thought keywords. 14. The third factor affecting the collection of notes: labels. The notes of Xiaohongshu can be marked on the picture, ranging from the location and brand to the specific store or the specific user. For the brand that Xiaohongshu has filed (the brand account will be mentioned), you can click tag to enter the brand-related topic. You can also use voice tags, which are very attractive and can be added to accounts set up by people with good voices. 15. Factors affecting the collection of notes: pictures. Use original, high-definition and watermark-free photos. If it is advertising content, try not to put pictures of individual products (even if you do, you should add some expressions and words). If the normal content is output, the first picture is as important as the title, and the title can't block the key objects in the picture (such as important people and products in the product puzzle) 16. The weight of Xiaohongshu account is similar to that of Zhihu, and Xiaohongshu account also has its own weight. The weight of a user under a topic or keyword is related to the comments he got from past notes under related topics. The data of users' notes published in a certain field in the past reflects their recognition in a certain field. The praise, comment and collection behavior of high-weight users will have a certain impact on note sorting and traffic recommendation. 17. Xiaohongshu's account should also be mentioned. Anyone who has contacted the WeChat account should know that Xiaohongshu wants to increase the weight of his account. In addition to publishing content, he also needs to like, pay attention to and comment every day. Increase the weight of your account. 18. Due to the existence of account weight, the content exporter of Xiaohongshu should try his best to complete the vertical content. High-quality content recommended by a stable output platform in a vertical field. 19. Little Red Book account hierarchy. In order to encourage content creators to update, Little Red Book also has its own hierarchy in the community. Simply put, if there is enough interaction, the task of completing content publishing will be upgraded. The stickers obtained after the upgrade are all irrelevant rewards, and the most important thing is! If the account level is high, the published notes will be reviewed first, and the content has a greater probability of being recommended. 20. A large number of advertising notes, without interest statements and brand partners, the weight of the account will be reduced. 2 1. The definition of a promotional bill is simply an advertising bill. The official definition of Little Red Book is: gifts/payments/trials/sweepstakes from brands or other stakeholders are all interest-related, and notes related to the author's interests are promotion notes. 22. What kind of notes will become promotional notes? This little red book community specification needs to be studied repeatedly, with links attached. Generally speaking, brand gifts and paid advertisements are most likely to be judged as promotional instructions. Copy this message, open the little red book APP, and you can see that @ 嗮嗮嗮嗮 has released wonderful content! QPY3EHZ8FQ3PCA1/aipzomwqr/> 23. After the latest revision of Xiaohongshu, the distribution rules of the promotion list have changed. Different from the standard, the author who belongs to the brand partner (He Pin for short) must go through the Little Red Book brand filing system in the future. Similar to the Tik Tok 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 inside Xiaohongshu platform is mainly concentrated in two parts, recommended traffic and search traffic. The two parts overlap to some extent, but the overall content is obviously different. 25. Little Red Book's homepage traffic focuses on "discovery", "search" and "hot search". If you want to operate an account, you must understand how the content output from the account should match the traffic of these parts. 26. The homepage of Little Red Book is very similar to Aauto Quicker, which is a waterfall and a recommended traffic source for content creators. Notes that meet the recommendation of the little red book algorithm will appear on the user's home page with a certain probability, and get high traffic. 27. Similar to Aauto Quicker and Tik Tok, the traffic recommendation of Xiaohongshu is also stepped. Push a small number of users first, and then gradually expand the push range according to the content. Therefore, some hard standards of other platforms, such as "play completion rate", "interaction rate" and "account weight", have an impact on the recommendation frequency. Generally speaking, to "forge" the data identified by a system, you need to swipe the bill like Taobao. Graphic notes need to be read from the first picture to the last picture in a relatively standard time, and any behavior such as "like", "collect" and "comment" needs to be completed. Video is similar, users need to read the content completely before they like the collection. 28. The person you care about is likely to appear in the waterfall on the discovery page, and will be marked with "Your Concern". As a little red book user, there is a certain probability that he will receive the push of the update of up main content after the update of up main content that he cares about. 29. In every vertical field of Little Red Book, there will be an official account, such as "Beauty Potato" in the beauty field and "Wear Potato" in the wear field. Similar to Tik Tok's "Tik Tok Assistant", the official account collects high-quality bloggers' content in the vertical field every day for recommendation, and often publishes official related activities. Remember to update the content when they have the opportunity to be recommended. 30. What do you think of the heat in the vertical field? Generally speaking, you can look at the number of fans in each official account. As a platform dominated by women, Xiaohongshu is far ahead in the number of fans of entertainment potatoes, wearing potatoes and beauty potatoes (generally above 400w). On the one hand, it means that there is relatively more traffic in these areas, and at the same time, the competition is fierce. Touyao Large Size Company and mcn Company basically monopolized most platform resources. The topic tag of 3 1. Little Red Book is hidden and needs to be added manually when the content is published. However, it should be noted that the topics recommended by Xiaohongshu are related to the topic tags we chose 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 the label. Otherwise, if you want to rub the traffic of some topics, you must manually enter the topic name in the search bar and add it. Only one subject tag can be added to each note, not more. 32. Xiaohongshu also has some LBS location recommendations, 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 large-scale praise gathering with a large number of fans increases the recommendation of notes. 34. Although there are Tencent and Ali in the list of investors, Xiaohongshu strictly restricts the appearance of "micro-signal", "official account of WeChat" and "Taobao shop" in the content and comment area (of course, the use of homophones and graphics by big names in the circle will reduce the probability of being seen through). 35. Xiaohongshu's private message can't send a micro signal to the user, but there are also ways to bypass the rules, which requires a little trouble ~36. In the introduction of Xiaohongshu, you can't leave a WeChat account, but you can leave an email address. The reply probability of most KOL mailboxes is obviously greater than that of private messages. 37. According to different tags of users, the results of hot search are also different, mainly focusing on the difference between the top three. The same hot search, because I am a fan, so my first hot search is nba trading. And my colleague, the hot search displayed is the work package. (Little Red Book recently updated some user versions and made some changes to the homepage ui. The following two versions are different. 38. Hot search is a good channel for content creators to get traffic. Just like any self-media platform, rubbing hot spots is a necessary skill. 39. Compared with recommended traffic, search traffic is also a part that cannot be ignored when operating a small red book account. The keyword system of Xiaohongshu is similar to Baidu seo. Stepping on the right keywords can further improve the reading volume of notes. 40. Some keywords are similar to the central idea of notes. Paying attention to the output content of keywords and embedding appropriate keywords in the title and text will help the flow of notes. 4 1. As a content producer, Xiaohongshu mainly relies on two ways to realize cash, namely advertising (Xiaohongshu is also called brand partner system) and personal number, as well as official WeChat account drainage. 42. Brand partner rules. Content exporters who meet certain standards can apply to become brand partners of Xiaohongshu. After the revision, Xiaohongshu has three hard targets to achieve, thus becoming a brand partner. The average exposure of notes with more than 5000 fans who have completed personal authentication in the last month exceeds 1000043. Content exporters can see the reading amount of their notes in the background (nicknamed Xiaoyan), but it should be noted that the exposure and reading amount (Xiaoyan) required by Xiaohongshu are different. Exposure is recommended by the system. Non-brand partners can't see this data, and the reading volume is equal to the click volume, which can be seen directly in the background. In addition, the requirement of this exposure rate is general, so occasionally a note enters the recommended flow pool within one month, which will greatly drive the average exposure rate. 44. In the backstage of the brand partner of Xiaohongshu, you can see the source of fans. The three parts are search, recommendation and others. Search recommendation is easy to understand, generally it is the traffic in the station. While other parts generally come from off-site forwarding and sharing. 45. As for pink, there are actually friends who do numbers. Sometimes a video reading is very explosive, but the amount of powder is not much. This is similar to the situation when we made a Tik Tok account before. Generally, the powder adding speed and handling number (not set by the original factory).