Xiaohongshu has traffic!

In the wave of digital marketing, Xiaohongshu, with its unique community atmosphere and user groups, has become an important platform for brand and personal influence expansion. This article shares the author's personal experience and in-depth observations on the Xiaohongshu platform for your reference.

I have been trying out Xiaohongshu recently and have synchronized the content of a public account on Xiaohongshu.

I have some simple insights that I would like to share with you here.

01 There is traffic

The cumulative exposure of the notes I posted on Xiaohongshu has exceeded 100,000, but the reading volume of most of the content is only around a few hundred.

As long as you publish your work, Xiaohongshu will give you some basic exposure, maybe dozens or hundreds.

But what is certain is that Xiaohongshu has traffic. I have seen many posts with over a thousand or even tens of thousands of likes and interactions.

Moreover, some of the content seems very ordinary, which proves that there is also a market for amateur accounts and ordinary people's content.

02 Cover

So what does the exposure of content depend on? I think one of them is the cover.

The homepage of Xiaohongshu is the cover. Whether it is video, pictures, text or live broadcast, they are all static, so the cover content has a very important influence on attracting users to click.

For example, posts about beauties, borderline stories, and inventory are easily clicked on Xiaohongshu.

03 Topic

The second thing I think is the topic, of course the topic must be combined with the cover.

If the content of the cover is monotonous or complicated and the theme is not prominent, then even if the topic is good, the number of clicks will be average.

But the cover is a blank picture: it says things like want to see sisters born in the 80s, look at body scores, everyone talk about a hobby, how everyone’s married life is, etc.

Another example is the cover of the article: Do you really know how to use an iPhone? The topic is: 36 hidden iPhone tricks! So useful that it makes you cry.

Such topics combined with an intuitive cover can easily trigger everyone's interaction and discussion.

04 Continuous Updates

Any platform likes active accounts.

There is a difference in traffic between continuously updating Xiaohongshu and writing one article a week or a month.

For those who are serious about content creation, maintaining stable updates is a must for account operations.

05 Drainage

I have written several articles on Xiaohongshu about topics related to side jobs, entrepreneurship, and partnerships, and many people are interested in them.

They will proactively ask me via comments or private messages, including in the profile and content details of their personal accounts, and can also be used to attract traffic.

For example, in my account name, I write my products and identity at the beginning of the text, which is a kind of guidance.

I have also seen many accounts that directly share information related to their own products and services. Of course, some of them are advertisements placed by businesses.

06 Keywords

When publishing content on Xiaohongshu, you can add keywords, and most works are tagged with relevant keywords.

From the perspective of publication, this is traffic.

On the one hand, the platform recognizes your content and helps you make recommendations.

Secondly, it gives you the opportunity to gain a certain amount of traffic in the topic with this tag.

So when posting content, remember to include more keyword tags.

07 Advertising

1. So far, I have encountered a post that was judged as a violation by the system.

I guess it might be because I mentioned making money from a side job, and added a cover with a picture of a beautiful woman, so the platform prompted that it involved sales of cosmetic and medical products.

2. I saw accounts from various industries doing marketing on Xiaohongshu, such as those running shared offices in industrial parks, wedding and blind date services, and confinement centers, as well as those directly selling strawberries and fruits.

Some accounts are ordinary, and some accounts should be merchant certified.

3. Some content is labeled "sponsored", which is a form of content advertising on Xiaohongshu, indicating that the platform is also in urgent need of advertising monetization.

08 E-commerce

It is said that 2023 is the first year of Xiaohongshu e-commerce. It will be popular in 2024 and will definitely make a lot of money.

In the past, there were many people who were doing e-commerce training on Xiaohongshu, some who did not have a source of goods, and some who shipped their own products. There were also some who, like Dong Jie, quietly made money by live streaming on Xiaohongshu.

Because I haven’t studied it in depth, I currently see that the content and atmosphere of product sales are not as strong as TikTok.

This may be the stage of restraint and mode for Xiaohongshu.

Of course, Xiaohongshu still puts the shopping entrance in the navigation area of ​​the homepage, and also gives shopping coupons to new members.

Whether it is advertising, e-commerce, or live streaming, these are all necessary paths for Xiaohongshu.

However, it lacks a strong sense of distinctiveness, whether it’s the shelves or the quality, or the low prices, or the atmosphere of influencers selling products like Douyin.

I personally think that Xiaohongshu can at least explore the cross-border direction. When Xiaohongshu first started out, it actually also did cross-border product reviews and recommendations. It can at least be the core highlight of an e-commerce company, and the quality tone is also consistent with Xiaohongshu.

The above are some of my recent superficial experiences with Xiaohongshu. Later, I will make a special case around the monetization of Xiaohongshu and analyze it in detail for everyone.