As a lifestyle sharing platform, Xiaohongshu not only provides a stage for displaying personal life, but also becomes a hot spot for brand and business marketing. This article analyzes Xiaohongshu's hot topics, traffic support activities, user portraits, and hot note cases of different categories in the past 30 days, and deeply explores the skills and methods of creating hot articles on Xiaohongshu.
Have you heard the feedback from Xiaohongshu operations: I have pretty good data in account A, but when I publish it to account B, the traffic does not exceed 80? Why? There are many factors, and the weight of each account is different. The title, cover, content, and comment area all have influencing factors. How to improve Xiaohongshu’s ability to replicate popular articles? Today, I broke down 4 hot tracks in July and 8 examples of popular notes and articles on Xiaohongshu. I will take you to analyze in detail the factors that can produce popular articles and master the ability to copy popular articles. After reading this article, you can also master the code for popular articles. I hope I can help all Xiaohongshu operators find creative inspiration and innovative ideas. (Displayed by Xinhong Data under Xinbang) According to Xinhong data, the most viewed topic on Xiaohongshu in the past 30 days is "funny", with 6.573 billion views and 118 million interactions; The topic that follows closely behind is "Note Inspiration", which has 4.344 billion views and 54.2166 million interactions; ranking third is "The content is too real", which has 3.899 billion views and 78.3306 million interactions. Comparing the data from June and July, we can see that the views of the "funny" topic on Xiaohongshu have increased, with an increase of 1 billion views. This shows that the "funny" notes/videos on Xiaohongshu are still showing a continuous upward trend, but the increase in notes is only 99,800, which shows that there is still huge traffic contained in it. As the topic of "funny" continues to be popular on Xiaohongshu, we can make more use of scenes to make the products being sold more vivid. When brands and merchants sell products on Xiaohongshu, they can choose from a variety of selling methods, such as situational videos that most users are interested in, which can take advantage of this wave of popularity for free and increase the number of views of their notes. 【Xiaohongshu traffic support activities in the past 30 days】 (Displayed by Xinhong Data under Xinbang) Every month, Xiaohongshu will set aside some traffic as support. When making Xiaohongshu notes, if you include the topics officially designated by Xiaohongshu, you can get corresponding Xiaohongshu traffic support, which can increase the click rate of Xiaohongshu notes. In the past 30 days, the number of people participating in the topic "I heard that someone met Benshu on the street" officially initiated by Xiaohongshu has increased by 585,000, with an additional 2.791 billion views and 2.811 billion estimated new readings. With the opening of the "2024 Paris Olympics", Xiaohongshu officials also provided traffic support for the corresponding topics, with new page views reaching 847 million. Businesses in the clothing, beauty, and health sectors can take advantage of this wave of popularity by planning keywords in advance, doing pre-planting, and embedding relevant topics in their notes. They can also increase the context of their notes and increase the click-through rate of their notes. 【About the crowd】 Taking the home furnishing industry as an example, let’s take a look at the current consumption trends and population portraits in the home furnishing industry on Xiaohongshu. According to Xiaohongshu's monthly industry report, we can see that the user portrait of Xiaohongshu's home furnishing industry is still dominated by women, accounting for 77.39%, mainly young users aged 19-30, and users in first- and second-tier cities account for 56.10%. With the rapid growth of home furnishing search traffic on Xiaohongshu and the further increase in users' interest in reading notes, smart home products and personalized home designs may be more popular among young users. The digital transformation of home retailers may empower the entire industry chain in the summer months and enhance retail added value. According to Xiaohongshu's monthly industry report, the search popularity in June is estimated to increase by 25.3% year-on-year, and the content reading popularity increased by 20.0%. Judging from the search traffic, we can know the consumption trend of Xiaohongshu's home furnishing industry in the next stage, and users' preference for Xiaohongshu's home furnishing content has further increased. After looking at the user portrait of Xiaohongshu’s home furnishing industry, let’s take a look at which categories Xiaohongshu users are interested in? According to the new red data - category market data, it can be seen which products Xiaohongshu users have paid close attention to in the past 30 days. (Displayed by Xinhong Data under Xinbang) Taking the home furnishing category as an example, data from the past 30 days shows that the top category is "daily necessities", with a total interaction volume of 115 million and 25.9k seeding notes; The second is "Residential Furniture", with a total interaction volume of 4096.62w and 32,900 grass-planting notes. Ranked third is "tableware", with a total interaction volume of 4007.68w and 1.67 grass-planting notes. From the category ranking data, we can see which products Xiaohongshu users are more concerned about recently, and we can also see from the number of grass-planting notes whether there is still traffic contained in them. The interaction volume of “Daily Use” is 115 million, but the number of recommendations is only 259,000, which shows that there is still a huge traffic dividend. Small and medium-sized enterprises must learn to tap into these opportunities, identify target groups, put people first, and make good keyword search layouts to promote products and achieve high conversion rates. 01 Hottest Articles on Xiaohongshu about Beauty Case 1: You must learn how to make your round face look photogenic when going out! (Note data: 143,000 likes, 75,000 favorites, 930 comments) - Xiaohongshu hot article title: The title here uses: segmented population + solution + emotional topic;
- "Internet-sense makeup" targets the target group, and I believe that most girls will click to watch. "Round face" further segments the population to meet the needs of the target group, and "must learn it" uses emotional topics to bring emotional topics to users and arouse their curiosity.
- Xiaohongshu’s popular article cover: The video cover directly presents the effect and indicates the theme. The complete makeup attracts most female users to click and watch. Combined with the expression of the title "Internet-sense Makeup", it is even more convincing.
- Hot content on Xiaohongshu: The notes were published in the form of a video. The video content is divided into two parts. It first shows the appearance before makeup, and then gradually shows the whole process of makeup. Each step is linked to the next, making it impossible to skip. Finally, it shows the perfect effect after makeup, creating a visual impact.
- Comments on popular articles on Xiaohongshu: Experts in the comment section directly pin relevant information of each product to the top, and reply themselves to guide users' attention, and also actively reply to users in the comment section.
- Zhuang Jun teaches you how to copy homework: Beauty content fits the crowd portrait of Xiaohongshu and is a topic that comes with its own popularity; combined with the expression of high-quality content, it can effectively increase the possibility of a note becoming a hit. Before posting a note, you can first understand the current hot topics and take advantage of the popularity for free.
Case 2: College entrance examination candidates challenged themselves to learn makeup in 20 days ❗️6 makeup tips~ (Note data: 16.2w likes, 11w favorites, 915 comments) - Xiaohongshu hot article title: The title here adopts: segmented population + numbers + solutions;
- "College Entrance Examination Candidates" is the target group, attracting clicks from girls who have finished the college entrance examination and have a need for beauty products. The numbers "20 days" and "6" more intuitively express the content of the video, and "makeup tips" attract most girls to click.
- The cover of the popular article on Xiaohongshu: The video cover uses large fonts to highlight the content of the video, and the corresponding title "Learn to put on makeup quickly" is fascinating.
- The hot article on Xiaohongshu: The note first highlights the content of the video in large characters, and then shows the makeup process. The video uses contrast to make the effect more intuitive, and at the same time uses text expression to highlight "20 days" to attract users to click and collect.
- Hot comments on Xiaohongshu articles: Experts pin the information about products found by users in the comment area to the top, so that more people can see it. After posting a note, you can find a small account to reply to the comment area, and the main account will guide the product information to increase users' understanding of the product.
- Zhuang Jun teaches you how to copy homework: This note embeds the current hot topic "College Entrance Examination", catching up with Xiaohongshu's current traffic support for the college entrance examination topic. So before creating a note, you can check which topics Xiaohongshu currently supports traffic for, which can increase the note's popularity rate.
02 Hot articles on Xiaohongshu about dressing and dressing Case 3: Holiday swimsuit 👙Eye-catching artifact in the South of France/absolutely beautiful, making you look whiter and slimmer! (Note data: 97,000 likes, 49,000 favorites, 2016 comments) - The title of the popular article on Xiaohongshu: "Holiday Swimsuit" is eye-catching. I believe most girls will click to watch it. "Make you look whiter and thinner" is the target group, which corresponds to the consumption needs of users.
- Xiaohongshu’s popular article cover: The cover with real people attracts more users’ attention and is eye-catching. It combines text expression to highlight the video content and bring emotional value to users.
- The hot article content of Xiaohongshu: The notes are released in the form of a video, with real people appearing in the video, first showing the main purpose of the video, then showing the effect of putting on the swimsuit, and the various ways of wearing the swimsuit, which increases the completeness of the video. The video length is just right, and the clothing is clearly visible from all angles.
- Comments on popular articles on Xiaohongshu: Users mostly discuss the details of the clothing and also ask about the same style in the comment section. Experts actively respond, lead out product information, and pin the product information to the top, making it easier to buy.
- Zhuang Jun teaches you how to copy homework: embedding emotional words in the title can more easily attract users' attention and resonance, effectively increase the click-through rate of the notes, and use more video content with a high sense of contrast to bring visual impact to users and increase video views.
Case 4: Why buy new clothes? 1 suspender 4 ways to wear it 🎀High-end feel (Note data: 455,000 likes, 215,000 favorites, 6,043 comments) - Xiaohongshu Hot Article Title: The title here uses: segmented population + numbers + results;
- "1 piece" and "4 ways of wearing" are expressed in numbers, highlighting the main content of the video and clearly expressing opinions; "sense of luxury" will attract most girls to click and watch, and "mastery" is a popular emotional word nowadays, which brings emotional value to users.
- Xiaohongshu’s popular article cover: The note cover directly uses the effect picture of wearing suspenders in multiple ways, and adds textual expression to highlight the “dressing skills”, allowing users to understand at a glance.
- Hot content on Xiaohongshu: The content of the notes revolves around clothing items, showing different combinations to provide different choices for users with different needs. The videos feature real people and the display of different clothing, which increases the completeness of the videos.
- Comments on the popular article on Xiaohongshu: Most users in the comment section expressed the cleverness of the video content, but the influencer did not respond actively.
- Zhuang Jun teaches you how to copy homework: Sharing good things is in line with the tone of the Xiaohongshu platform. Sharing real content can attract users. After the note is published, you still need to pay attention to maintaining the comment area. Maintaining the comment area more often can not only increase the weight of the account, but also use small comments and large accounts to guide product information and enhance fan stickiness.
03 Hot Articles on Xiaohongshu about Home Furnishings Case 5: 200 yuan DIY🔥Special drawer pull-out basket‼ ️The attached tutorial is amazing! (Note data: 34,000 likes, 53,000 favorites, 335 comments) - Xiaohongshu Hot Article Title: The title here uses: segmented population + numbers + results.
- "Drawer pull-out baskets" segment the population and attract users with decoration needs to click in. The figure "200 yuan" highlights the good quality and low price, and the emotional words "the attached tutorial is amazing" indicate the content of the video.
- Xiaohongshu’s popular article cover: The note cover directly adopts the complete product rendering, combined with the expression of specific scenes, to create an immersive feeling for users and attract users to click and watch.
- Hot content on Xiaohongshu: The note was published in the form of a video, showing the complete installation process of the "drawer pull-out basket". It revolves around the title to create a "simple, stylish, and atmospheric" feeling. The product was also featured in the note so that users can see the product directly.
- Comments on popular articles on Xiaohongshu: Most of the comments section is filled with users exclaiming about the practicality of the product, and the vast majority of users are asking about the same product. Experts also actively respond to various comments and guide users to read other notes.
- Zhuang Jun teaches you how to copy homework: Xiaohongshu’s sincere attitude is more likely to attract users and increase click-through rate. When publishing content, you should pay attention to the practical value of the content and operate a Xiaohongshu store to complete the closed loop within the site, so that users can place orders directly after being attracted to the product, thereby ensuring product quality and increasing conversion rate.
Case 6: The renovation of the upper bunk in the freshman dormitory is super practical (Note data: 202,000 likes, 235,000 favorites, 2,426 comments) - The title of the popular article on Xiaohongshu: "Small apartments" segment the target population, attracting users with such needs to click on the "hopeless" emotional word, exaggerating the emotions and arousing users' curiosity.
- The cover of the popular article on Xiaohongshu: The cover of the note directly displays the picture of the renovation results, combined with large fonts, indicating "Freshman Dormitory Renovation", which matches the title and attracts users with needs to click and watch.
- The hot article on Xiaohongshu: A real person appears in the video, taking users through an immersive transformation of the upper bunk in the dormitory. The segmented target group is clearly visible. In just a few tens of seconds, the details of the dormitory transformation are fully expressed, the product is highlighted, and the video's watchability is increased.
- Comments on the popular article on Xiaohongshu: The comment section was active and sparked discussion among many users. Many users also expressed their desire to buy the same product, but the influencers rarely responded.
- Zhuang Jun teaches you how to copy homework: After publishing the Xiaohongshu notes, you should pay attention to monitoring various data and actively interact in the comment area, which can effectively increase the weight of the notes. Guiding in the comment area can improve the accuracy of users. Operating the Xiaohongshu store well can effectively increase the user's purchase rate and form a closed-loop planting.
04 Hot articles on Xiaohongshu about travel and tourism Case 7: My friends are asking me crazy, this is not a foreign country, this is Dalian (Note data: 147,000 likes, 19,000 favorites, 1,010 comments) - The title of the popular article on Xiaohongshu: The overall title of the note adopts emotional expression, and the emotional word "asking crazy" highlights the effect, and the regional word "Dalian" locates the target population. I believe that those who need to travel will click to watch.
- The cover of the popular article on Xiaohongshu: The cover of the note is set in Dalian, with real people appearing in the scene. The picture is beautiful and colorful, making people unable to help but click on it.
- Hot content on Xiaohongshu: Notes are published in the form of videos, mostly showing the gaming experience of experts. The overall style is beautiful and attractive.
- Hot comments on Xiaohongshu: The comments section directly pins the place where the note was taken, which is full of sincerity. Some users also asked the experts about the same clothes.
- Zhuang Jun teaches you to copy homework: Notes are presented in the form of videos, which makes users' memories more profound, and from their own perspective, makes users feel immersive. However, it is necessary to increase the interaction between the comment area and users.
Case 8: Immersive rainstorm bed car camping 🚗Tram girl outdoor 3 days and 2 nights (Note data: 50,000 likes, 10,000 favorites, 2,401 comments) - Xiaohongshu hot article title: The title here uses: segmented population + numbers + emotional words;
- "Camping" is a popular activity nowadays, and I believe most people will click to watch it. "3 days and 2 nights" combined with numbers express the main content of the note.
- Xiaohongshu’s popular article cover: The note cover directly uses a camping picture, combined with large fonts to highlight the heavy rain environment corresponding to the title, while also highlighting the product information.
- The hot article on Xiaohongshu: The pen is expressed in the form of a video, with real people appearing throughout the process, which increases credibility. The notes are divided into two parts for display, implementing the "immersive" approach, taking everyone to experience outdoor camping from a first-person perspective, and also embedding product-related information in the video to bring the idea to everyone.
- Comments on the popular article on Xiaohongshu: The influencer directly pinned the product information at the top of the comment section, allowing users to easily purchase after watching the video, and most of the comments were positive.
- Zhuang Jun teaches you how to copy homework: Every hot topic and every popular article on Xiaohongshu is inseparable from users. Publishing real content will bring users a sense of empathy, and a sincere attitude will impress users. The implantation of emotional words such as "immersive" will bring emotional value to users and bring traffic to the notes.
Final summary This article will first take you to see the hot topics in the past 30 days, so that you can understand the topics that Xiaohongshu’s official traffic supports, the demographic profile of Xiaohongshu users, and the categories that Xiaohongshu users are interested in in the past 30 days. Then, we will analyze the characteristics of Xiaohongshu's popular notes in depth with 4 categories and 8 cases. The purpose is to help you master the methods of Xiaohongshu's popular articles, help you mass-produce Xiaohongshu notes in a funny way, and master the Xiaohongshu traffic code. No matter what category, if you want to sell goods on Xiaohongshu, understanding the crowd portrait is the most important thing. You must continue to gain a deeper understanding of users' consumption needs and adjust content and strategies at any time to output content more accurately, thereby obtaining more traffic and better achieving high conversions. |
