Several core essences of Xiaohongshu's popular article notes

There is a core essence behind the popular notes on Xiaohongshu. Understanding these key points can help content creators shift from self-satisfaction to user attention, thereby increasing the attractiveness and spread of content.

Why do you think good content has bad data, but you feel that ordinary content becomes a hit?

This situation makes you feel that Xiaohongshu's popular notes are full of metaphysics and uncertainty, and are entirely based on luck?

In fact, any popular note on Xiaohongshu is not accidental. If you want to slowly turn this accident into inevitability, you must first understand the core essence of the popular notes on Xiaohongshu. Today, I will talk about the core essence of the popular notes on Xiaohongshu.

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 is not important for you to feel happy, what is important is the user’s satisfaction.

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.

②Users only care about whether their own 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. Disassemble them from the aspects of topic selection, title, cover, content, layout, etc., find commonalities, find out why it became a hit, and then integrate it into your notes.

2) Try to make the content into “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 with 5 tips". Start the note with a practical guide and make it as detailed as possible so that people feel it is valuable and that they will suffer a loss if they don't save it. Then, insert an advertisement at the end. This will lower the threshold for people to accept it and the content will be of higher quality.

3) Optimize 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 how you met this product and how the product solved your 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 its use/what are its advantages..." This paragraph can be written in about 200 to 300 words, and there are usually two ways of writing 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 point again and bring out the advantages of the product.

The former is the writing style of "Taobao planting article", and the latter is the writing style of "feeling article". 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) Taking 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.

①Category 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 fewer 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.