Xiaohongshu high-quality delivery notes production standards

This article mainly introduces how to formulate high-quality delivery notes according to Xiaohongshu's standards, and provides some suggestions and tips on how to efficiently create and promote delivery notes.

As far as Xiaohongshu can see, it is becoming increasingly difficult to increase the volume. No matter how good your content is, it will not be well known if it is not well promoted. If you add the support of paid traffic, good content × good traffic will accelerate the spread of your content, expand your circle, and thus achieve your marketing goals on Xiaohongshu.

How to create a high-quality delivery note?

A note consists of multiple parts such as title, cover, title, body, comment area, interactive components, etc., and the content that determines a high-quality note is generally composed of three dimensions.

The first is click-through rate, the second is interaction rate, and the third is conversion rate.

Note: Interaction (like, favorite, comment)

Through this table, you can clearly see the different note sections corresponding to different reference values. If it is lower than the expected reference value, what you need to do is to optimize the corresponding content dimension indicators. If it is higher than the expected value, then what else is there to say? Just invest.

So how should we make a good delivery note?

1. Benchmarking
2. Disassembly
3. Combing
4. test

This article will focus on these four parts (including but not limited to seeding notes, product notes, and clue notes).

1. The first step is to build a database of competitive notes

Click on all the sponsored notes generated by keywords that you can search on Xiaohongshu, or the sponsored notes that you see when you browse the information flow, and save the links. At this time, we use a tool, Houyi Collector, to collect them in batches:

Select Start Collection and wait for the collection results.

In this way, you can collect a lot of delivery materials.

The final result is a topic database table like this. (You can also collect all the notes of your competitors in this way, brothers, learn from this).

2. The second step is to disassemble the high-quality delivery notes

Whether it is the cover title text or the comment section.

We need to carefully analyze what is good about this note and where this note can be optimized.

This is also the most important part of the text disassembly. How to disassemble the note text? I divide the disassembly of the notes into the following categories, and you can disassemble them according to the following categories:

Then when we build this library, we will also create a cover library, title library, text library and script library for the comment area. This is the most important reference database when you are creating your delivery notes.

3. The third step is to sort out the selling points, user pain points and solutions of your own products

While breaking down the selling points based on the high-quality notes of competitors, you also need to find the differences between your own products and competitors. Operations are like sales. You must know what is good about your product and where the users' pain points are.

So I often ask myself a series of questions over and over again. I suggest that everyone should also learn to ask sales and operations these questions. Only by understanding your own products can you better understand how to impress users.

• What is our core selling point? What are our secondary selling points?
• What is the profile of our target audience?
• What are our users’ pain points? What are our solutions?
• Why must users choose us instead of others?
• What is our differentiation?

In this process, many friends may not be able to find the user's pain points. In fact, there are 3 to 4 sections that can help you quickly find the user's pain points.

Method 1: You can search for keywords and let the system tag you

Method 1: Search industry keywords and see how competitors write copy

We often see many advertising collection platforms. In the process of creating our own content, we also spend a lot of time to post advertisements of competitors. Then after you search for the corresponding keywords, the system will also label you with certain tags.

For example, if I need to know more about Hong Kong talents, I might actively search for keywords such as Hong Kong identity or studying in Hong Kong on Xiaohongshu, and read about 50 posts in a row. If I watch more than 10 videos, I will be labeled accordingly by the system, and the system will push more talents ads to me.

In this process, I can see how good advertisements are written, how they describe the user's pain points through scenes and content, and what is its core selling point?

Method 2: Observe the review section of competing products

You must pay more attention to whether users have posted relevant questions in the comment section of competitors' products, and whether users have given them a lot of likes. This kind of content can also be used as a topic for content material.

Method 3: Interview Your Own Sales Champions

Then ask your sales champion how he sells the product. The sales champion’s copy is the best advertising and marketing copy.

High-quality delivery notes are actually the result of continuous testing. We will spend a lot of time looking for benchmark notes for hot products. In essence, we hope to find the traffic code from the benchmark. However, many friends actually have no idea how to do this process. The picture above is the 531 model of hot products given by Xiaohongshu. In my opinion, this hot product model is too conservative. It should actually be a 1031 model, which means testing at least 10 different types of hot product benchmarks, and selecting 2 to 3 notes with good data from this process. If not, it proves that more tests are needed.

This section contains the time schedule for personal team test notes, which can be used as a reference for those who are interested.

The creation of popular notes is essentially to be done efficiently. Many friends have only one account and update one note a day. The natural flow will be slow to take effect, and it will be difficult to get results in half a month or even a month. Only by efficiently and systematically testing the topic selection direction can we measure the flow direction that can run in the shortest period. At the same time, it is also recommended that multiple people test at the same time to avoid accidental errors in the note data (the larger the sample size, the better the effect).

At the same time, we must remind you that the newly registered account may not have passed the black box period (marketing account detection) determined by Xiaohongshu. It is very important to maintain the matrix account. Here is also an account maintenance SOP.

Maintaining an account means increasing the weight of the account.

There are two things to do during the process, which can be explained in one sentence:

One device, one card, one number; use Xiaohongshu normally, like, comment, collect and follow peer accounts.

SOP for maintaining an account before posting:

PS: If you have been using the account for a while, you don’t need to maintain it and can just use it directly. If you register an account with a new mobile phone number, you should still strictly follow the account maintenance process.

Attached, things to note before raising an account:

1. Register + Log in.
2. Just starting out:

If you want to register less than 10 accounts, you can use the mobile phone’s own network to register. If the number of accounts is large, it is recommended to register them at home and avoid registering at the company if possible.

3. Cancellation of low-authority accounts and re-registration:

If your Xiaohongshu notes are not popular no matter how much you post, then log out and register again after a day, and continue the account maintenance process after registration. If you log out and then register again, and find that your account shows [How many days have you used Xiaohongshu], and there is no page popping up for you to select your favorite projects, it means that the logout is not complete and you need to log out and register again.

4. Three 1s principle: 1 machine, 1 card, 1 number.