Find the hot article! Disassemble the hot article! Become the hot article!

For users who have been using Xiaohongshu for a long time, do you often worry about not being able to find a hot article? How to create a hot article from scratch? This article will take you into the hot article and teach you how to master the traffic code of hot articles!

No business doesn’t want to go viral

Hot articles play an extremely important role in Xiaohongshu's commercial launch. Hot articles can enhance user trust and increase the recycling rate of notes. Hot articles have been proven to have a significant impact on the popularity of Taobao and Tmall.

There are actually some tricks to creating a hit article. Today I’m going to talk about how our team finds hit articles, breaks down hit articles, and turns them into hit articles during the actual process!

1. Brands search based on keywords + benchmark the hot articles of competitors and directly use them

In Xiaohongshu search, the degree of match between the notes and the keywords searched by the user will greatly affect the ranking position of the notes in the search results page. When the user searches for a keyword, the system will give priority to presenting notes that highly match the keyword. Therefore, if a brand wants to efficiently create its own popular notes, a very important skill is to use keywords and screen for competitive accounts.

Refining the keywords in notes can not only help the notes increase exposure, but also help the notes reach a more accurate user group; and directly finding the hot articles of benchmark competitors to disassemble can directly help the brand save unnecessary trial and error costs, check for omissions in the content, and at the same time increase our hot article rate.

1. So how do we layout keywords?

To put it simply, it is to find out the popular search terms related to your brand and products based on user thinking. These terms should be natural, relevant, and have high search volume.

For example: (population words, function words, pain point words, scene words in general search; brand words, nickname words, upstream and downstream, category words, etc. in precise search.)

We can find out associative words through the "recommend words by word" and "recommend words by upstream and downstream" in the Juguang background, or we can find keywords through Qiangua's hot word recommendations.

After finding these suitable keywords, we need to implant them into our notes, such as titles, content, and tags. You should know that there is a difference between soft implantation and hard implantation. Brands need to clarify the purpose of the placement and then implant our keywords in a targeted manner.

2. How to find the accounts of competing products?

If a brand wants to find competitive products that are comparable to its products, it must first clarify these questions: "Who are my competitors?", "Who are the comparable competitors?"

Here are a few ways to help brands find competitive products. First, we can find direct competitors from products: Generally, brands will use the "Who am I like/Who do I want to be?" survey to get one or more competitive products. The products obtained through these questions are our most comparable competitors in the industry, that is, direct competitors.

If we need to find other competitive products, we can also extend it through 2 methods:

a. Extending and tracing indirect competitors vertically:

For example, for the Zhou Hei Ya brand, in addition to competing products in the duck category, we can also look at food categories related to meat snacks and specialty snacks…

b. Expand the scope of benchmarking horizontally:

For example, "competitive products with the same functions/same target audiences", such as Douyin vs. Kuaishou, fresh milk brands vs. milk powder brands, meal replacement milkshakes vs. protein bars...they can be competing products that are interchangeable.

So how do you find out who are the comparable competitors?

Generally, we will look at the following points: search by category, the brand rankings in Qiangua, the competitor advertisements on the Xiaohongshu search page, and the category-related popular notes list, determine the core keywords through category words, and then use the core keywords to filter the suitable competitors for this communication, broaden the search scope, and find benchmark competitors and communication role models within the site.

For example, we did a membership brand analysis some time ago: Yujian, and we also found competitors through public opinion, that is, the drop-down entries on the Xiaohongshu search page and the note-related word cloud on Qiangua, which can help us screen out comparable competitive brands.

2. Utilization of tool channels

1. Qiangua (data dashboard, category-related popular notes list, hot topics)

The most convenient third-party tools can directly help brands retrieve relevant benchmarking accounts. For example, on Qiangua, you can also search for popular articles suitable for brand analysis in three directions: category, competitor, and track.

First, for popular articles in a category, we can perform keyword searches on Qiangua by segmenting the category words, select recent note articles that meet our criteria for disassembling popular articles, and use interactive data to analyze whether the notes are suitable for our disassembly and reference.

Regarding competitors, in addition to the several methods we introduced in the second section, we can also directly search for the names of competitors on Qiangua, look at the data trends related to competitors, and find suitable decomposable explosive articles based on the interaction curve.

As for the track, you can directly go through Qiangua's note rankings and find the business notes list to see many recent hot topic selections. Brands can use various forms of hot topic selections to analyze and study suitable explosive article notes.

2. Corresponding monthly reports on related industries (tracks, core industry keywords, user portraits, etc. The official operation team provides detailed success cases)

In fact, Xiaohongshu officially releases an industry monthly report every month, which contains data such as tracks, core industry keywords, user portraits, and even some detailed analysis, which can help merchants in various industries quickly understand industry trends, industry advertising analysis, and sub-category rankings.

However, it is difficult for ordinary merchants to obtain monthly reports every month. If you want to get the industry monthly report as soon as possible every month, you can join our membership group, where industry monthly reports will be shared regularly every month.

3. How to disassemble the template?

First of all, we need to know what a hot article note means? What is a hot article? That's right, it is high exposure + continuous traffic gain. But having a hot article note does not prove that you can achieve efficient grass planting, because only good content + good traffic can achieve efficient grass planting. If good content does not diverge around users, it will not produce good results.

The structure of a hot article is that hot article = eye-catching title + grip + pain point + resonance + viewpoint . In addition, if the brand wants to increase the conversion rate of hot articles, don’t forget to promote the product in combination with the usage scenario.

For example, for a home furnishing brand we have handled before, we specifically looked for benchmark popular articles to disassemble and learn from. In the early stage, we seized the hot topic trend of "first decoration" on the site, and attracted target users to click and read through convenient operation, smart and worry-free communication points and exaggerated traffic-generating titles. Then, we soft-implanted the product with sharing of practical information as the main content, highlighting the advantages and effects of the product in the usage scenario (decoration), and attracting the attention of consumers with the same needs.

4. How to record the popular pens into the question bank?

If a brand wants to increase the rate of hot articles in its output notes, it must build a hot article selection database. After we have collected suitable hot article materials in the early stage, we can develop a fixed spreadsheet based on the selected content framework.

After each creation and release, the brand must conduct data analysis on the released materials, and selectively disassemble and retain the materials with good data performance. They can be classified according to note type, industry track/topic, appropriate title, note link, likes/collections/comments, note structure disassembly, and product placement points, and finally summarized into multiple different types of material libraries, such as:

• Hot Articles Library , including the hot articles of our product accounts and competitor accounts;
• Title library , you can write down all the titles that you can't help but click, whether they are related to your industry or not;
• The picture/video library mainly contains high-definition copyright-free pictures/videos. Do not use pictures or videos that are prohibited from commercial use at will to prevent infringement;
• Tool library , which mainly includes tools related to content creation;
• The term library mainly contains explanations of specific terms in vertical industries;

Enter the contents of our disassembled notes. Clean up materials with poor performance in repeated tests, update the material content in a timely manner, match the needs of hot spots, and keep up with the industry trends.

Author: Vic

Source: WeChat official account: "Vic's Marketing Thinking (ID: Viccps0227)"