The secret of a 30% viral article rate: Xiaohongshu's popular article topic selection SOP

Whether it's strategy or playing style

The most fundamental thing is to rely on content. Content is the smallest marketing unit. The higher the quality of the content, the greater the exposure it will get in the public domain.

Therefore, it is particularly important to improve the quality of the content of the notes, iterate and reuse them. Every published note has the value of attribution. Good notes are good because they are good, and bad notes are bad because of something. Notes with good data performance can extract topics and turn them into multiple popular articles through imitation and rewriting. Therefore, the influence of topics on popular articles is huge.

There are many notes that do not have a topic, especially those at the lower level and for amateurs. The logic of most notes is "I recently used a product that is very useful. I recommend it to everyone. Reason one, reason two, reason three..."

The notes with a topic should be "I had a bad face for several years. After I completely stopped having acne, I realized that if you have acne, you should stick to applying vitamin A and avoid certain foods. This vitamin A was recommended to me by my bestie. My experience with it is one, two, three..."

The latter will attract more audiences with similar experiences because of the addition of topics. Smart algorithms will help notes find more people who are troubled by acne. Real experiences and useful information will also increase interaction. Notes with good interaction effects will naturally be distributed more times.

Therefore, please pay attention to the topic selection. Without a topic, there is no reason to be distributed.

1. Topic Selection Principles

1) “Altruistic” thinking

When producing content on Xiaohongshu, the most taboo thing is to brag about yourself. Write what users want to see, rather than just focusing on what you want to express. This can be solved by disassembling the notes of popular articles that imitate similar tracks and finding suitable topics. If users don’t want to read your content, it’s useless even if you praise yourself to the sky.

2) Able to arouse users’ emotional resonance

From the user's perspective, produce some notes that can spark discussion and interaction. For example, if a business wants to promote its "seat backs and waist correction cushions", and the target audience is working people, it can produce some content such as "ox and horse strain disease". You can first post from the perspective of complaining about work and seeking solutions, do product placement, and resonate with users. You can even expand the usage scenario a little bit, find the group of people who are easy to resonate with emotions, "moms", and use resonant content such as "back pain during breastfeeding, back numbness after childbirth, etc." to do placement

3) Wide audience

If you want your notes to become a hit, the target audience should be as broad as possible. If your topic is narrow, it will be difficult to become a hit note in terms of exposure. If the content quality is good enough and the keywords are well selected, it is possible to get better search traffic, but it will not become a successful A0-A3 hit.

2. Find a good topic

Without a good topic, your content has no reason to be distributed. So how can we find a good topic? We usually start from the following directions:

1) Search for the "drop-down word" under the subdivision topic in the search bar

You can look at the high-frequency search terms of users in the same track and category to clarify the needs of consumers and select topics that users are interested in.

2) Utilization of marketing tools

There are many marketing tools that we often use, such as Dandelion, Qiangua, Huitun Sweet Potato, etc. Each tool can help us clarify the topic selection to a certain extent. Let me give you an example of Dandelion: Many friends always have a misunderstanding that it is just a platform for expert cooperation, but in fact, when we are doing topic selection, we can easily find popular high-quality notes and cases in different categories through the creative center on Dandelion. These high-quality and popular notes can help us dig out high-quality topics that already exist in the category.

If you think the number of notes provided by Dandelion is too small, you can also pull relevant notes through the third-party data platform of Xiaohongshu, sort and export them according to the amount of interaction, so that you can very efficiently understand which topics in the category have received high attention from users.

After accumulating a certain number of topics, we will filter out those that are too biased or not suitable for copying. We can then disassemble and imitate the remaining topics. Finally, we can keep 10-20 topics with high popularity and discussion as the first wave of topics for our content dual circulation.

3. Disassemble the popular articles and build a topic library

We can disassemble the hot articles according to the elements of hot articles = eye-catching titles + grabbers + pain points + resonance + opinions, and classify them according to note types, industry tracks/topics, appropriate titles, note links, likes/collections/comments, note structure disassembly, and product placement points. Finally, we can summarize them into multiple different types of material libraries, such as:

1) Explosive Library

Includes popular products from our product accounts and competitor accounts;

2) Title Library

Write down all the headlines that you can’t help but click on, whether they are related to your industry or not;

3) Image/Video Library

Mainly include high-definition copyright-free pictures/videos. Do not use pictures or videos that are prohibited for commercial use at will to prevent infringement;

4) Tool Library

Mainly includes tools related to content creation;

5) Glossary

It mainly includes explanations of specific terms in vertical industries;

Enter the content of our disassembled notes. Clean up the materials with poor performance in repeated tests, update the content in time, match the needs of hot spots, and keep up with the industry trend. 4. Test the selection of hot articles

Experience is the foundation, and testing reveals the truth. No matter how confident you are about the content, it still needs to be tested in horse racing.

The testing process can be divided into three stages, corresponding to high reading, high interaction, and high return search.

Interaction and return search are both important data for verifying the effectiveness of seeding. The two data may correspond to completely different materials. Only after multiple rounds of testing can we verify which content model has a good interaction effect and which content model has a good return search effect.

In short, the horse racing test can help us narrow down the scope of high-quality topics, and the interaction in the comment area of ​​the test notes can also help us further identify pain points.

The iteration of topic selection and pain points will feed back into the content model, helping us to continuously optimize the content of notes and continuously amplify the effect of note dissemination and seeding.

Let the note data verify the quality of the content and make the seeding return to rationality