After publishing the Xiaohongshu notes, how to activate the system's multiple pushes!

On the Xiaohongshu platform, many businesses are faced with the problem of low note traffic and little interaction. This article will analyze Xiaohongshu's traffic distribution mechanism in detail, provide practical strategies and techniques, and help businesses and creators understand how to optimize content, utilize platform rules, and increase interaction rates for your reference.

After the traffic of Xiaohongshu dropped drastically, the data of Xiaoyanjing Notes has been abnormally low. Until now, many contents are still only in double digits?

There are still many businesses facing the above problems. Apart from the uncontrollable factors of Xiaohongshu's official traffic adjustment, the essence lies in the fact that people have an unclear understanding of Xiaohongshu's traffic. In this article, we will help you to re-understand Xiaohongshu's traffic from three aspects!

01 If you want your notes to get more free traffic, follow the platform rules!

Xiaohongshu officials have always wanted to complete on-site sales, so if our content can drive users to actively consult, even if the conversion is not completed today, at this time the platform will judge it as valuable content, because it can bring about subsequent actions to close the deal, and the platform will inject more traffic into this content.

On the other hand, we have recently communicated with some brands that focus on store broadcasts on Xiaohongshu. The other party said that Xiaohongshu will now do live broadcasts for them and promote more traffic.

You can see that when we enter keywords in the search box of Xiaohongshu and check the content, we find that many contents with breathing lights are positioned relatively high and appear frequently. That is, the live broadcast action will increase the display weight of the notes.

Therefore, some businesses will post dozens of pieces of content on their accounts one hour before the live broadcast. This is because when the account starts the live broadcast, there will be feedback traffic, that is, free traffic, given to these sales notes, which reduces the cost of obtaining traffic, and the brand can still sell goods through the notes.

So follow the rules of the platform to get more exposure and traffic and achieve high conversion of products.

As for the content corresponding to the sales notes, as long as someone clicks on the component, it means that the traffic is accurate, the content can arouse the interest of users, and the content is very popular. Therefore, the platform will inject more traffic into the content, so the click rate of the component will also affect the distribution of free traffic of the content.

Thanks to Xiaohongshu's action, if the ROI of our normal marketing content can reach 1, then today I will add the traffic directly to the live broadcast room for precise conversion, then the ROI can reach 1.5. Currently, some merchants who do store broadcasts have reported that compared with marketing notes, the sales efficiency of live broadcast rooms can be increased by about 0.3 to 0.5.

So Xiaohongshu actually has some mechanisms to secretly judge the conversion efficiency of content. If the efficiency is high, it will inject more traffic to improve the output efficiency on the Hongshu site.

In this regard, we summarize it as following the platform's mechanism to increase traffic acquisition in existing conversion paths!

02 Millions of merchants are planning to use Xiaohongshu’s two major traffic pools!

At this point, someone will ask: What else can merchants do to improve the platform's traffic distribution for content? Regarding this question, let's first figure out how Xiaohongshu's traffic is distributed.

There are two largest traffic pools on Xiaohongshu - exposure pool and search pool. The traffic distribution mechanisms corresponding to the two traffic pools are completely different.

1. Exposure pool - discovery page traffic distribution mechanism;

Open Xiaohongshu and browse the content on the discovery page. As long as you click on any content, the platform will detect that you are interested in this topic, and you will be labeled with relevant tags.

Whether as a merchant or an individual, if certain keywords are added to the cover and title of the content published on Xiaohongshu, the platform will parse them out because it does not look at the content and pictures, but one keyword after another.

At this time, the platform combines the keywords of the content sent by the merchant and sees which tags match the content, and then pushes the content to the user. This is why we often see content with 0 likes when we open the discovery page of Xiaohongshu.

At the same time, the platform will do another thing, which is to provide your content with basic exposure opportunities. It will judge the quality of the content based on whether people like, collect, comment on, or forward the content after seeing it. If there is no traffic coming in, the platform will no longer promote it, and the life cycle of the content will soon end.

Therefore, we follow the platform's traffic distribution mechanism and need to clearly define the content published on Xiaohongshu, who should see it, and what keywords to add to the content so that the platform will push the content to them. Because only when the matching degree is high will users feel that the content is relevant to them and are willing to click and interact.

2. Search pool - search page traffic distribution mechanism;

The mechanism of the search pool is keyword logic. When you open the search box of Xiaohongshu, although you may be searching for a question, the platform will also parse it into countless keywords.

At this time, the platform will prioritize what kind of content will appear under this keyword, because the keywords it analyzes are highly matched with the question you have refined.

Therefore, we will emphasize again and again that when posting content on Xiaohongshu, you must think clearly about the tags corresponding to the content, what the corresponding keywords are, and whether they are included in the cover and title of the note.

Can the platform quickly match you to the right people when distributing traffic? If not, this is the reason why your content is not good and the traffic is poor now, because you have not thought clearly about the official action.

03 The correct way to let the platform feed back more accurate traffic!

The degree of interaction of content represents the user's recognition of the content. The higher the recognition, the more opportunities the platform will give the content to be displayed. So my content can be placed in the front position of keywords and receive more accurate traffic.

At this time, some people will say that basic traffic can be generated by brushing data (interaction). Although the logic is feasible, many people make mistakes in their brushing methods from the beginning - forwarding content to the community to optimize data.

You will find that when we look at the traffic source of a note in the background, we can see how much of the note traffic comes from the discovery page, the search page, and others. As long as it is in a group or circle of friends, the traffic when people open the content does not come from the discovery page or the search page, but from other sources, which will not increase the content's position.

Therefore, the correct approach is to imitate real users, search for what kind of questions today, and find the content in the questions. Even if it takes a long time to click in, provide interaction after reading. Only by optimizing along this path can the content be slowly pushed forward.