The tried and tested method of Xiaohongshu's popular articles

Any popular article on Xiaohongshu is not accidental, there are logic and methods behind it. This article explains the logic and routines behind Xiaohongshu from six aspects according to the steps of the popular article formula. Students who are interested, please read on.

There are routines for creating popular articles, and there are methods for copying them.

In fact, any popular note on Xiaohongshu is not accidental, there is logic and methods behind it. Today's article will explain the logic and routines behind it!

1. Don’t create content just for your own pleasure

Self-satisfaction means that when creating content, all perspectives are based on your own. You think you know a lot, are very professional, and are self-indulgent, ignoring the needs of users.

What should be done?

1. Find the intersection between self-expression and user needs

It’s not important whether you are happy or not; what’s important is the user’s happiness.

I myself have fallen into this misunderstanding before. You may be very professional in your industry, which makes you very conceited and you produce what you think is high-quality content. In fact, if you produce 100 pieces of content, people may only want to listen to 10 of them. These 10 pieces of content must be related to you and the users, and they must be considered from the user's perspective.

2. Users only care whether their needs are met

The truth is that no one cares how perfect your content is. Users only care whether their needs are met.

Before becoming a big V, especially when you are a novice, don't think about innovation, just learn to disassemble and analyze the hot products. Look at the large amount of hot content in your industry. For example, if you are in the fitness industry, you can find only the top 20 fitness bloggers on Xiaohongshu, and then disassemble their high-quality works.

Xiaohongshu now has a search box. You can search for relevant keywords, find popular notes and summarize them, break them down from the aspects of subject selection, title, cover, content, layout, etc., look for commonalities, find out why it became a hit, and then integrate them into your notes.

2. Try to make the content "dry goods"

We have repeatedly emphasized that good content is very important. In today's Xiaohongshu content ecosystem, there is no doubt that collection-type notes tend to get more likes and collections, which is very helpful for the traffic of the notes.

Although notes about a single product are not as likely to become popular as notes about a collection, if you must write an article sharing a single product, it is recommended to share the essentials first and then embed advertisements later.

For example, "How to lose thigh fat in 15 days in winter" and "How to get skinny legs in 5 tips". Start with a practical guide and make it as detailed as possible to make people feel it is valuable and give them a sense of "you'll be at a disadvantage if you don't save it". Then, insert an advertisement at the end. The threshold for people to accept it will be much lower, and the content will be of higher quality.

3. Optimize the note structure

1. First, we need to dig out the pain points to arouse the resonance and involvement of users, such as "What problems have I encountered recently?"
2. Then introduce yourself "how you met this product" and "how the product solved my pain points". This story should be as true as possible. It is recommended to add time nodes to enhance persuasiveness.
3. "How to use this product/what is it good for/what are its advantages..." This paragraph can be written in about 200 to 300 words, and there are usually two ways to write it:

One is to "go straight to the point" and talk about the advantages of the product, and the other is to emphasize the pain points again and bring out the advantages of the product. The former is the writing style of "Taobao grass-planting articles", and the latter is the writing style of "feeling articles". Both structures have their own advantages and you can try them.

The other type is a collection of notes. This type of note is usually written in a more direct way, without too much preparation. You can list the products with serial numbers and directly write about the product's features (pros and cons) and usage experience. But it should be noted that the comparison should be made within the same latitude, and the comments should be as objective and fair as possible to avoid dragging down others.

4. Take advantage of “hot search terms”

Although you can no longer see which keywords are popular after the Xiaohongshu revision, there are still ways to find "hot search terms". If you judge that a certain word is popular, you can consciously try to get close to it when writing, so that you have a chance to catch up with the popularity and increase the probability of a hit article.

1. Category drop-down words

If the product (or category) you want to write about is not particularly unpopular or niche and has a certain population base, you can go to Xiaohongshu to search for the category word and see how many derived keywords there are in the drop-down box.

Generally speaking, keywords that are searched more times will be ranked higher. Even if there is no specific value, you can have a rough estimate in your mind by observing the average likes, collections and comments of the searched notes.

For example, the words in the picture above are very close to the front, and they are also keywords that can be well implanted into the product. When posting notes, try to stay close to these keywords, which can increase the chances of being searched and get some traffic.

5. Use less efficacy words

In the current content environment, whether it is the advertising law or the blocking of functional words, it will affect the inclusion of notes or reduce the recommended flow of notes. Therefore, if we still stay in the "functional word era" of the past, the road may become narrower and narrower.

Under this situation, what we need to do is not to repeat the previous advertising slogans many times, but to make others "deeply impressed" through scenes or descriptions.

So what should we do?

First of all: keep the copy short and avoid nonsense. Why? Because the longer the copy, the more sensitive words it may get when the crawler detects it, so try to refine the language and highlight the core keywords.

The copywriting should be soft, and sensitive words should be tested and avoided. In addition, when describing the selling point, do not directly use "hard advertising" description, but transform it into "my real experience after using it for a certain period of time", so that the user's perception will be more intuitive and will not appear fake.

All information about product features and selling points can be presented in the product pictures. When shooting, you can leave some blank space in advance and add text to describe and make notes. Of course, a more clever way is to not include text, and use "before and after" comparison pictures to let people feel that the product is good.

Reference and borrowing is the fastest and most effective way to create a popular article (plagiarism is not encouraged).

6. The formula for creating a viral article with the highest success rate and the most universality

New hot articles = 70% hot articles × 30% differentiation

1. Why copy popular articles?

• Hot article = the topic direction has been verified
• Hot article = structure and form have been verified
• Hot article = proven operation skills
• Hot article = popularity = cash flow

Hot article formula

A popular article = good topic + good structure and form + good data + strong content + differentiation.

2. Select the hottest articles

Any data that is better than your notes can be considered your hot article. The data of hot articles in different tracks are different, and optimizing the data to achieve hot article is a gradual process.

3. Deconstructing a Hot Article: Topic Selection

A good topic = industry keywords + user needs.

Industry keywords: can be queried through data monitoring software; can also be selected from multiple popular article notes.

User needs: Is it knowledge? Is it emotional value? What specific issues?

Advanced skills: Count more than 10 popular articles in a specific field.

4. Dissecting explosive articles: Titles in structural form

A good title = high-frequency words for popular articles + popular sentence structures.

Common factors that lead to explosive headlines:

• Benefits first, benefits commitment;
• Arouse curiosity (contrast, conflict);
• Induce conformity (endorsement, data)

5. Dissecting the Hot Article: Cover in Structural Form

Elements of a hit article cover:

• Clear and design-oriented;
• The theme is prominent, including content keywords and core interests.

Recommended tools:

Band-Aid, get the design done (cover templates for each platform included).

6. Breaking down the popular articles: breaking down the content structure

Disassembly method:

• List the outline of the hot article and the selected materials (shots);
• Use the above method to repeatedly disassemble the contents of 5 or more popular articles and find the overlapping or similar parts;
• The information in "1, 2" is extracted and made into a template.

7. Breaking down the hot article: Breaking down data operations

Analyze the methods that trigger likes and comments in popular articles.

8. Build differentiation: content differentiation

Build method:

• The method of finding loopholes in the explosive article content: fill in the incomplete parts;
• Scene replacement method: Change the usage scenario of the explosive content;
• Content specificity method: refine and upgrade the general and broad parts of the hot article content;
• Content horizontal expansion method: horizontal expansion of popular content;
• Vertical expansion of hot article content: Vertical expansion of hot article content.

9. Build differentiation: increase IP attributes

Methods for adding IP attributes:

• Implantation of real life scenes: Implantation of personal life scenes and work scenes into pictures and video materials;
• Construct memory points: catchphrases, language styles, expressions, habitual actions;
• Memory point labeling: reuse memory points to build personal labels;
• Clear values, attitude towards life, and tonality output.

Author: Vic

Source: WeChat public account "Vic's Marketing Thinking (ID: Viccps0227)"