Don’t know what type of notes to write on Xiaohongshu? Read this article quickly!

Do you have no idea what type of notes to write when operating your account? Why do your peers write notes in this way? This article attempts to explain the underlying logic of writing notes! I hope it will be helpful to you.

Behind products and services are user needs, and Xiaohongshu Notes has the function of stimulating and solving needs.

The operation of Xiaohongshu revolves around the user purchasing process, converting general needs into purchasing users, and repeating the process over and over again.

The following figure shows the process of an expectant mother's general demand for a nanny and her purchase of a nanny in an official survey report. The expectant mother was worried about insufficient sleep during the confinement period, and she went through the process of general demand, constant clarification of plans and details, and finally finding a confinement nanny, and sharing her experience.

The following diagram can be applied to the customer purchase process of customer information.

Figure: Xiaohongshu user purchase process

I summarize the transition from general demand to specialized demand as the transition from general crowd to purchasing crowd;

1. General population

This corresponds to the general needs of users. An expectant mother is worried about not getting enough sleep after giving birth, and she doesn't know what to do. At this time, she will look for various solutions around this problem and see how other users of Xiaohongshu solve it.

The needs of general population users are unclear. In a general population, general topics can easily arouse user interaction, which is suitable for new accounts to quickly initiate interaction.

For example, accounts for confinement nannies can post interactive questions, such as how users get through the moment when their babies are drinking milk at night and they themselves are particularly sleepy.

2. Interested groups

When users are looking for solutions, they will have the choice between a confinement nanny and a confinement center, and they will weigh which one to choose based on their own economic factors.

When she needs to find a confinement nanny, she will evaluate the feasibility of the plan, such as how many months the nanny will be hired, the salary, etc.; then she will further understand the details of the plan, such as the appropriate age of the nanny, what documents she needs to bring, etc.

‍‍Image: Xiaohongshu

Interest-based groups‍‍‍‍For the interest-based groups at this stage, merchants are suitable for producing practical science notes, which are also the type that can easily become popular articles and attract interactions.

For this type of topic, you can directly find the keywords of this category through the Xiaohongshu search box or keyword planning tool. Note that this type of dry goods notes are not suitable for spotlighting, and it is very easy to have interaction but no conversion.

3. Core Group

Users search for all kinds of information through Xiaohongshu, and when they enter the purchasing stage, they will consider where to find confinement nannies and institutions; how to buy and how to find them are the most authentic feedback on users' purchasing needs. The benchmark for focusing and sales notes is to find similar notes.

When the core group starts to buy products and services, the merchant needs to give reasons for purchase and prove the reasons through various evidences to impress them to buy.

4. Buying Group

After users purchase a product, they will evaluate the product and service. At this stage, special attention should be paid to negative reviews to prevent them from escalating.

A warning post can easily reduce the effectiveness of the advertising campaign. If the spotlight is on the advertising post, users will naturally search for the brand. If the brand is negative, it will be difficult for users to buy it.

At the same time, we should find ways to encourage users to share their notes and produce some positive content to achieve word-of-mouth communication.

By the end, you will know how to distribute note content based on user needs.

The natural flow notes are to focus on the general population and the interest groups, and the purchasing groups. The flow notes intercept the most direct needs of users, focus on the core groups, and it is okay for the notes to be a little bit stronger, confirm the reasons for purchase, and promote conversion.