No matter how meticulously Xiaohongshu operates, it is not as good as testing out a popular content template!

On content e-commerce platforms like Xiaohongshu, refined operations are certainly important, but finding and testing a popular content template can often bring more direct traffic and sales results. By analyzing successful cases, we can see that whether it is through selling point visualization, content replicability, clear conversion logic, or low-cost sustainability, a proven content template can achieve significant sales growth on Xiaohongshu.

01 Visualize selling points and achieve 500,000 sales in 2 months

Recently, we saw a brand of hip-lifting pants that sells for around 100 yuan. It used only 10 pictures to gain 8 million traffic and achieved 500,000 sales in 2 months.

He mainly did the following four things:

1 Visualize selling points in 2 ways;

1. Peach buttocks presented by tight jeans and hip skirts;

(Image source: Xiaohongshu)

2. By comparing it with people with sagging buttocks, the importance of waist-to-hip ratio is highlighted;

(Image source: Xiaohongshu)

2. The content can be copied;

(Image source: Xiaohongshu)

We found that in dozens of pieces of content from different accounts, it was basically the same model with a good figure, wearing tight jeans, appearing in different scenes such as subways, dormitories, classrooms, libraries, study rooms, etc., and using different expressions to make the material richer!

3. The conversion logic is clear;

(Image source: Xiaohongshu)

1. Through beautiful figure + title: increase the click of content;

2. Click here to see the pain points: pear-shaped body, wide hips, sagging buttocks, H-shaped body;

3. Do your homework to solve the pain point: discover the *product of *brand;

4. Highlight product advantages: The fabric is suitable for summer; it has no marks, no sticking, and no curling.

4 Low cost and sustainable;

(Image source: Xiaohongshu)

The above contents are mainly in the form of pictures and texts, and many materials and scenes are repeated in different accounts;

The expression structure remains unchanged, but the expression language is slightly changed. A company that has done well in this content strategy can produce 300 pieces of content a month.

The accounts cooperating behind the content are basically amateurs and junior experts, and the direct posting cost is 200-300 yuan per article.

In general, this type of content is sustainable and low-cost: more content is produced, more clicks are made, more exposure occurs, and the content conversion link is clear, so more exposure means more sales!

02 How to make content replicable?

A popular article mainly consists of a cover, title, body and comments.

The cover + title determines the click-through rate of the content, which is the lower limit of the traffic that our content can get from Xiaoyan. The quality of the main text determines the user's interaction with the content, which also means the upper limit of the traffic that we can get from Xiaoyan.

If you want to reduce the cost of content traffic, you must continuously optimize the clicks and interactions of our content. On this basis, start to continuously copy and output the [cover title] with high click-through rate and [text] with high interaction rate, so that these verified content templates can maximize traffic!

1 Note title;

The title determines who I want the system to push this content to; you can test the target user groups, the scenarios that the target users are concerned about, and the different needs of the other party by describing different groups, scenarios, pain points and results. This helps us determine which expression direction is most efficient!

1. Crowd words: 05 female college student; senior student in the art department; 130 pounds.

2. Scene words: subway; dormitory; classroom; library; study room.

3. Pain point words: pear-shaped body; wide hips; sagging buttocks; H-shaped body.

4. Result words: round buttocks, peach buttocks; hip ratio; looks good in tight jeans/tight skirts.

5. Emotional words: becoming the subject of discussion in the class; a huge difference of 10 kilograms; the difference of wearing the same clothes.

6. Awakening needs: If you don’t have a good figure, you can make up for it with a butt; figure is more lethal than looks; figure = beauty; a 3-point ordinary girl becomes a 7-point beauty from the back.

2 Notes Cover;

The cover determines the click-through rate of our content when it appears in front of target users. The carousel images and texts behind the cover are often a structured overview of the main body of the content, which will affect the efficiency and conversion rate of this content.

(Image source: Xiaohongshu)

1. Cover: a scene of a beautiful body; highlighting the contrast with a sagging butt; (putting the focus on the product).

2. Screenshots of homework: brand words; main text; product pictures; highly praised content.

3. Product keywords and texture description: fabric; suitable for summer; seamless, no sticking, no curling.

3 Notes body;

The main text often determines the upper limit of how popular this note can be. It needs to provide value that users are willing to interact with, especially the collection value. The weight of collection is higher than that of likes. For content with high interaction, collection accounts for more than 30% of the interaction. Some likes: interaction have reached a 1:1 state.

(Image source: Xiaohongshu)

1. What results were obtained?

2. The homework behind the results;

3. Pain points that the product can solve + product advantages;

4. Once again emphasize the significance of the product in achieving beauty.

03 How to maximize profitability of existing business without spending extra money?

Recently, a member asked us: How can the company make more money in a month without investing any extra costs?

The other party's background:

Now I am selling a medical device product for mothers and babies through three channels: Xiaohongshu, Pinduoduo, and Tmall. After operating, I found that Pinduoduo has the lowest profit margin, about 5%. It takes 2 million yuan in sales to make 1 million yuan, but I need a team of about 20 people behind it.

A comparison shows that Xiaohongshu has the highest profit, reaching 50%. It has currently become the top in the category where Xiaohongshu belongs, and can easily earn hundreds of thousands of dollars a month.

The key is that this gameplay model is simple and the investment cost is very low. There are only two steps: making content materials and finding an account with about 100 yuan to post directly. However, under this gameplay model, the revenue that this product can generate on Xiaohongshu in one month has reached its peak!

If this product wants to achieve greater sales growth, it has to change the gameplay, which will require higher team capabilities. However, because the cost of human resources in Shenzhen is not low, the cost of trial and error in testing new gameplay is relatively high, and the results are uncertain.

So in this context, if we don’t have higher requirements for the team and don’t invest more extra costs, how can the company make more money in a month?

The answer we gave is: copy the same strategy to more similar products, such as finding 2-3 other medical device products. The strategy remains the same, but the product changes. Use the product to find new groups of people, and the new groups of people are the new growth~

This is definitely the fastest way to increase sales without investing any additional trial and error costs!

04 How to apply proven effective gameplay to more products/brands?

The word I like to say to everyone the most recently is "reducing marginal costs". Only during the operation process can we maximize the strategic gameplay that we have spent so much time exploring and got the results, and use this experience to grab the platform's dividends and the time period for competitors to explore, so that we can maximize our revenue efficiency!

This low marginal cost means trying to keep the team structure, strategy and internal assessment methods unchanged, without the need for new learning and trial and error. On this basis, how to maximize replication.

Let’s look at another brand created by the operating company behind the above brand. They applied the same operating strategy to different products and achieved sales of 25 million with an investment of less than one million.

The main products of this brand on Xiaohongshu are underwear and hip-lifting pants (products that can express value explicitly and allow users to perceive value). The strategy used for hip-lifting pants is the same as above.

That is, the merchant uses the same content, or even the same material, on two different brands to reduce the number of similar contents appearing on a single product in a short period of time:

1. The government will lower the recognition of brands and reduce the corresponding traffic weight;

2. Users see too many ads and start to become repelled by the brand.

(Image source: Xiaohongshu)

Let's focus on the brand's promotion of underwear! Based on the following content, it is obvious that the logic of this brand is to sell goods purely through content and traffic, rather than through product positioning to build a brand.

There are two types of underwear promotion:

1. Small breasts appear larger; 2. Large breasts appear smaller.

For underwear with different functions, we cite two expressions of the other party respectively, and perceive the other party's ability to continuously explore different scenarios for a single product and continuously replicate content, so as to maximize traffic through content!

Small chest large bra

Content form 1: Use beautiful scenes to increase content click-through rate;

1. Shoot from the perspective of passers-by, focusing on the breast shape;

2. Compare your current and previous flat chests;

3. Introduce products to highlight the product advantage of "huge body shape".

Everyone can also clearly see that although the content is sent from different accounts, many materials and scenes are reused!

(Image source: Xiaohongshu)

Content form 2: A scene where a boyfriend and a girlfriend chat with each other, which arouses curiosity and increases the click-through rate of the content;

1. Using screenshots of the chats between boyfriend and girlfriend, the author mentioned that the girl has big breasts;

2. Compare your current and previous flat chests;

3. Demonstrate the effectiveness of the product through trial wearing by different people;

4. Introduce products to highlight product advantages and turn A into B+.

(Image source: Xiaohongshu)

Big breasts small bra

When it comes to promoting bras that make big breasts look smaller, a more click-through-rate expression angle is to approach the pain points!

Pain point 1: Big breasts make you look strong;

1. Passerby perspective: big breast scenes in classrooms, subways, and offices;

2. Find solutions to pain points (change underwear to make big breasts look smaller);

3. Present the results obtained and solve the pain points;

4. Introduce the product and emphasize its advantages (no cup size loss, reduces accessory breast mass; makes large breasts look thinner; and eliminates chest sweating in hot weather).

(Image source: Xiaohongshu)

Pain point 2: sagging breasts;

1. From the perspective of passers-by: embarrassing scenes of sagging breasts in different occasions;

2. Solve pain points and find solutions (plant ** products);

3. Highlight product advantages (shows breast shape without sagging; makes waist look slimmer; suitable for summer; high cost performance).

We found that the brand used the same scenario on two of its products (strapless and strapless bras), which once again proved that we have repeatedly emphasized in offline training that we should focus on the crowd rather than the category: as long as we grasp the needs of the crowd, the product can be the solution to this need. Any product can be substituted and sold!

(Image source: Xiaohongshu)

05 Conclusion

From the perspective of selling goods efficiently and making money, how can we quickly increase existing revenue by 3-4 times without incurring additional expenses?

1. When selecting products, choose products that can explicitly express and allow users to perceive value;

2. Improve the efficiency of content expression for products: clarify the target audience, pain points and scenarios;

3. Improve the click-through rate of content by focusing on the content direction (passerby’s perspective; beautiful aspirations; pain point logic; poking curiosity);

4. Template the verified and effective content, quickly carry out structural replication, reduce output costs and improve output efficiency;

5. Copy this gameplay to more products and brands. The more volume, the greater the exposure and the higher the conversion rate!