How can the annual sales of notebooks exceed 10 million by relying solely on Xiaohongshu?

In the competitive content ecosystem of Xiaohongshu, the conversion effect of sales notes is often the key to the success or failure of a brand. This article analyzes Xiaohongshu's traffic logic and user behavior in depth, and explains how to create high-ROI sales notes from four dimensions: content creation, material design, account matrix construction, and precise SEO layout.

Is the content not attractive enough? Or is there something wrong with the delivery strategy?

While some brands are still struggling with low conversion rates, others have achieved “double explosion of brand and effect” through precise content and delivery.

So, how can you create a sales note that can attract users and efficiently convert in the fiercely competitive Xiaohongshu ecosystem? How can you make your sales note a "hit-making machine" with high ROI?

The answer is simple: use the right strategy and find the right method

Today, we will analyze how brands can get high ROI and high investment-output ratio on Xiaohongshu from the four dimensions of "content, materials, account building and precise SEO layout", achieve brand and effect integration, and make your notes not only "seen" but also "bought"!

1. Grasp the pain points and create hot products

Xiaohongshu users are naturally resistant to hard advertising, so brands need to use "soft content" to impress users. The key to high ROI business notes is whether the content can hit the user's pain points and resonate with them. The following are the four key points to creating a hot note

Real customer experience: Let users trust you. Users are more willing to believe in real user experience rather than brand self-praise. Don’t be too hypocritical. User feedback is more real and can resonate with consumers.

For example, the Per*ya Ruby Eye Cream shared the user's real experience through an "eye cream check-in" note: "After using the eye cream for a month, the fine lines around the eyes have become much lighter." The note also included a comparison picture before and after use, which was very realistic and ultimately received a lot of interaction and purchase consultation.

Scenario-based placement: Let users see that the product is integrated into their life scenarios, which is the key to resonating with them. The more specific the scenario, the easier it is to resonate with them.

For example: Many health care product brands like to use the "little secrets in office workers' bags" notes to show the use of products in multiple scenarios such as desks, commuter bags, and gyms, so that users can associate them with their own life scenarios. Solve pain points: Let users feel "I need" When users search for products on Xiaohongshu, they often have clear needs. Brands need to directly solve their pain points. The pain points must be accurate and the solutions must be clear.

For example, a certain oral tea uses the note “What to do with dull skin?” to explain in detail how the product can improve dull skin, and also provides scientific principles and user feedback, making users feel “This is what I need!”

Interaction guidance: Let users participate in the interaction is the key to increase the popularity of notes. Brands can guide users to participate in discussions through questions, voting, etc., but pay attention to the interactive questions to be simple and interesting, and avoid being too complicated or stiff.

For example, a health care brand can ask a question in a note: "Do you usually take health care products? Which effects are you most concerned about?", which will trigger a large number of user comments and increase the popularity of the note.

2. Visual impact + realism

On Xiaohongshu, vision is the primary productive force. Users swipe through notes very quickly, and whether you can capture their attention within 1 second directly determines the success or failure of your notes. High-quality materials must not only have visual impact, but also convey a sense of reality in order to generate trust among users and make them willing to place an order.

So how do you make your cover attractive at first sight? Avoid the “three sins of ineffective cover”

Cover marketing is strong: users are resistant to advertising

The cover has no focus: the content is confusing and unattractive

Direct copying: serious homogeneity of content Images: high-definition, bright, and scene-based

Xiaohongshu users have extremely high requirements for image quality. Blurred, dark or over-retouched images will be directly removed. In addition, the image style must be unified to form a brand memory point.

High-quality images need to:

HD quality: ensures clear pictures and visible details

Bright tones: Xiaohongshu users prefer bright and fresh tones and avoid overly dark or cluttered backgrounds.

Scenario-based display: Integrate products into life scenarios to make users feel more involved and associate with them. 3) Reality: Users trust "real" content more.

Xiaohongshu users are naturally resistant to overly embellished content. Brands need to win trust through authenticity. They can appropriately retain some "imperfect" details, such as small flaws during use, which can make the content more authentic.

3. Matrix 2.0 strategy, different accounts for different groups of people

It is difficult for many start-up brands to allocate a monthly budget to advertise influencers on Xiaohongshu.

Of course, Xiaohongshu is not a platform that requires only experts to achieve results. No matter how much the budget is, there are suitable solutions. For example, "matrix" is a universal solution in Xiaohongshu.

Different materials can be published on different accounts. The following types of content can be copied and enlarged in the matrix:

1) Product direct-shot material: suitable for products with high appearance and simple decision-making, promoting sales through batch display

2) Real-person demonstration: suitable for products that need to be worn or tested, and the effect is demonstrated through pictures/videos

3) Secondary processing of expert content: Secondary release of videos/live broadcasts by cooperating experts, suitable for products that require authoritative endorsement

4) Second creation of hot articles: Conduct secondary creation of hot article notes from multiple perspectives to continue the hot article effect and publish them repeatedly in the matrix account

Through the division of labor and content strategy of matrix accounts, brands can maximize exposure and conversion and achieve long-term growth.

4. Targeted optimization of note keyword card search traffic

We have talked about Xiaohongshu's traffic algorithm in previous articles. The most common behavior of users using Xiaohongshu is search. The system will match the search terms and push the matching notes to users. Therefore, 65% of the traffic on the site comes from search. If you want to increase the traffic and conversion effect of the notes on the search page, it is very important to optimize the keywords.

Our search page generally has two content forms that can accurately obtain user traffic: evaluation collection and demand scenarios. How should keywords be selected to be combined with these two forms?

1) Steal traffic from competitor keywords: implant competitor keywords through product cross-test collections, and use features such as "low price, efficacy" to attract users. For example, use "XX alternative" as an entry point to accurately block competitor users. This approach is highly competitive, but can effectively attract price-sensitive users.

2) High-demand scenario keywords: stimulate user needs through scenario-based content and provide solutions. For example, the note theme "Cats shed too much hair" uses "cat hair shedding, cat hair removal" as keywords to attract pet owners to click and read, and then naturally embed the combing product. This scenario-based content can accurately reach the target users and improve conversion effects.

In fact, the conversion effect of business notes is not "metaphysical". As long as you understand the platform traffic logic and use it skillfully, you can achieve a qualitative leap.