From recommendation to search, 3000 words to explain Xiaohongshu traffic!

Xiaohongshu's traffic comes from three sources: search traffic, referral traffic, and subscription traffic. How to achieve accurate and efficient traffic acquisition? The author of this article shares the traffic distribution mechanism of the Xiaohongshu platform, and gives corresponding suggestions and references through the analysis of the three traffic sources for everyone to learn.

If you are a newbie and want to quickly understand the underlying logic of Xiaohongshu's traffic distribution and quickly create an account, it is recommended that you read this article.

1. Search traffic - how to obtain a steady stream of accurate traffic?

The core of search traffic can be summarized in one sentence: layout keyword notes .

Specifically, it can be divided into three steps:

1. Find keywords worth deploying

Generally speaking, everyone certainly hopes to find words with more traffic, but if they want a higher fan conversion rate or a higher conversion rate, they must consider a vertical, that is, giving priority to industry words and long-tail words after the expansion of industry words.

Industry words are easy to understand. For example, if you are in the decoration industry, then the most basic industry word is decoration. Many extension words can be generated around this word. There are many ways to obtain extension words. There are actually two ways that are applicable to the Xiaohongshu platform: the drop-down words in the industry word search box and the search keywords related to the industry word .

For the specific situation, you can see the picture below. Picture 1 is the drop-down search words for industry terms, and Picture 2 is the related search keywords for industry terms.

After finding the word, you still need to make a judgment, that is, whether the popularity of this word is large enough.

Here I recommend a more down-to-earth method, which is to search for keywords directly and look at two points from the results page. The first is to see the level of interaction data for the highly-praised content on the results page. If it is less than a thousand, then the popularity of this word is obviously average.

The second point is that you can find notes that use keywords as topics, click on the topic to jump to the topic homepage, and see what the total popularity of the topic is. If the total popularity is less than 10 million, then the popularity is also average.

2. Create content around keywords

After the first operation, we have basically identified a dozen or more keywords that are worth deploying.

The next step is to produce content around keywords.

Because most users have questions in the search scenario, the note creation method that I personally recommend is the solution type, that is, to provide solutions based on the needs behind the keywords.

Let me give you a simple example: I have dug out some keywords for a small apartment decoration design plan. At this time, I can give my own solution. You can see the screenshot below for details. It is a good example.

3. Regular maintenance of keywords

There are two purposes of maintenance: to be included in the keyword results page and to rank as high as possible on the results page.

The first purpose is to be able to make a judgment at the moment of posting the note.

The specific method is: search for the corresponding keywords as soon as the note is published, and then filter out the latest notes. If you see your notes in this list, they have been included.

The second goal is relatively difficult, and there is no 100% effective method. The method I introduce today is just to increase the probability of ranking high as much as possible.

Specifically, there are four strategies.

(1) Improve the basic data of notes after release

The factors that determine the ranking of notes include three dimensions: basic interaction data of notes, publishing time, and account weight. Among them, basic interaction data of notes is the most important, so we must find a way to improve the basic data of notes.

You can appropriately guide internal members of the company, your own old users, etc. to do some basic interactions. These are operational strategies allowed by the platform.

(2) Regular sharing in public and private domains

The first step can ensure that your notes are positioned higher in the short term, but if you want to maintain this position continuously, you will need to maintain it regularly. For example, you can share it to your own Xiaohongshu group chat or private traffic pool every once in a while, so that there will be some naturally added interactions.

(3) Guide and actively respond to comments

First, you can insert the voting component when you publish a note. Second, you can pin a text to guide comments in the comment area. I have summarized some common and effective guiding words. See the screenshots for details.

Once you have guidance, you need to respond to comments as soon as they appear.

(4) Publish new notes regularly

Even if you have done the first three steps, it is impossible to keep your notes ranked high. Once your notes cannot be ranked higher no matter how you optimize them, all you can do is republish new notes.

For a newbie, it is actually not easy to maintain a high frequency of updating of notes. Even if you only use benchmarking topics, you need to be able to find a large number of benchmarking accounts and benchmarking content.

Here you need to build your own Xiaohongshu hot topic library. Related content has been shared before, and you can search and learn more.

2. Recommended traffic - how to leverage larger amounts of accurate traffic?

The core of recommended traffic can also be summarized in one sentence: optimize the topic selection method.

Here, I recommend three ways to choose a topic:

1. Competitive product topic selection

Competitive topic selection refers to screening out popular notes from accounts in the same industry or field, then disassembling the notes, combining elements worth referring to with one's own positioning, and reproducing new content.

(1) Filter out the best-selling notes of competing products

Although there are third-party tools available, I personally do not recommend them because they are too expensive. I personally recommend finding them yourself. There are two specific ways: searching for keywords and browsing the information flow.

Searching is relatively simple. No matter what industry you are in or what your product is, you can directly search for relevant keywords and find notes with good interaction data from the results page.

There are two ways to browse the information flow. The first is to browse directly on the homepage, and the second is to browse under the corresponding category.

After these two steps, you need to screen again and compare the number of interactions with the number of fans. Only notes with more interactions and fewer fans can be considered popular.

(2) Disassembling the best-selling notes

All notes can be divided into several categories: topic selection, title, cover, and copywriting. There are very few notes that are well done in every point. When we break them down, we pick out the points that we think are well done and use them as reference when creating notes.

(3) Secondary creation combined with positioning

There is a very clever but effective way to do this, which is to arrange and combine the elements of different notes that have been disassembled.

Let me give you an example so that you can understand it at a glance.

The first two correspond to the popular notes found. The first one retains the topic, and the second one retains the cover image and title. The topic of the first one is produced in the cover format and title of the second one. At the same time, combined with one’s own positioning, this question is answered from the operational field, and then the third piece of content is generated.

2. User selection of topics

User selection means that content can be produced based on user questions or needs. The places where selection may appear include: note comment area, competitor note comment area and user group.

After finding the user's topic, the most commonly used topic selection method is the pain point note writing method, that is, producing notes around problems or pain points, and the notes are created around solving problems.

For details, you can see the screenshot below.

3. Hot topics with high enough fit

Hot topics are the most effective strategy to obtain larger traffic in the short term, but the traffic brought is likely to be inaccurate, so when selecting hot topics, you must screen them. One principle is: they must be highly consistent with the industry or product.

I will give the corresponding operation methods for the three common methods of hot topic selection.

(1) How to select hot topics in the same industry?

To give a typical example, the hairdresser Xiaohua has become very popular recently, and some of her fellow hairdressers criticized her for charging too cheaply.

At this time, if you are in the hairdressing industry, you can simply shoot a voice-over video to talk about your views on this issue from a practitioner's perspective. This would be a very good point.

(2) How to deal with hot topics that are clearly related to products?

The most common situation is that your product happens to solve the problems or pain points exposed by the current hot spots.

For example, on November 17, the number one hot topic on Xiaohongshu was "It turns out that anti-peep film is so harmful", and your product happens to solve this pain point, so you can produce related content.

(3) How to dig out relevant hot topics?

The third type is topics that seem unrelated to hot topics on the surface, but are actually worth working on after further digging.

For example, a movie called "The Story of Rose" and women's clothing may not have much to do with each other on the surface, but if you are a fashion blogger, you can analyze the outfit of Liu Yifei's character, which is like taking advantage of the hot topic.

3. Subscription traffic-how to increase fans’ opening rate?

I can summarize the way to increase fan opening rate in one sentence: optimize content structure.

Specifically, it can be summarized into the following methods:

1. Enhance the recognition of content

The goal is to allow your fans to see at a glance that this is your content.

There are two main methods that are commonly used and highly operational:

(1) Exposure related to personal IP

For example, we can choose to have real people appear on screen (not the same as showing their faces), appearances related to IP, etc. You can see the screenshots below for the corresponding ones.

(2) Fixed content patterns and details

You can use a unique but unified cover, beginning and ending, content structure, background music, editing style, expression method, etc. You can also see the screenshots below for details.

2. Adjust the release time according to user portrait

In the entire content distribution model of Xiaohongshu, the weight of the subscription relationship in the entire distribution logic is actually very high. If the user happens to browse the content on the homepage recommendation page at the moment you publish the content, then your content will most likely appear in a relatively front position in the information flow. Therefore, if we want a higher open rate, we'd better publish the content during the time when fans browse the content.

How do you know when fans will post content? In fact, you can draw conclusions through simple user portrait analysis, such as the age group, city distribution, and interest distribution of fans.

For example, mothers around 40 years old may have more time between 10 and 11 in the morning and 3 and 4 in the afternoon.

3. Maintain a relatively stable update frequency

The purpose of stable account updates is to allow you to continue to be familiar to your fans, deepen their impression of you, and at the same time increase fans' recognition of your account.

This way, when he sees your content, he will be more willing to click on it.

Author: Cai Zhao WeChat public account: I am Cai Zhao