17 notes attracted 300,000 fans. Is Xiaohongshu emerging with a new trend?

A new trend has emerged for Xiaohongshu. If you are also a Xiaohongshu creator, read this article together~

On Xiaohongshu, 17 notes attracted 300,000 fans. How did it happen?

According to Kas Observation, recently, an account named @女生独立计划 posted its first work on Xiaohongshu on February 29 this year. In the following 40 days, the account posted 16 works one after another. As of press time, its number of fans has reached 297,000.

@Girls' Independent Plan Xiaohongshu screenshot

There is no doubt that such a speed of gaining followers on Xiaohongshu can be called "astonishing". As we all know, compared with other platforms, the speed of gaining followers of Xiaohongshu creators has never been superior. Looking at the platform itself, the speed of gaining followers of Xiaohongshu creators has also slowed down significantly in the past one or two years. The accounts that can rank in the top 20 of the monthly gaining followers list mostly have a range of 100,000 to 200,000 followers. So what is the outstanding content of @女生独立计划, which has risen rapidly in a short period of time? Which track has it stepped on? On Xiaohongshu, how many opportunities are there for this track to break through?

01 17 notes attracted nearly 300,000 fans, what does @女生独立计划 rely on?

The content of @女生独立计划 is not complicated. To summarize the content theme of the account in one sentence, it is "to teach single women all kinds of practical life essential knowledge."

On February 29, @女生独立计划 published her first illustrated note, "Repairing Various Faucets". This note clearly shows how to replace the valve cores of various faucets in the form of 9 pictures and text explanations. After the note was published, it received 21,000 likes and 12,000 collections. In the comment area, when someone raised questions about the tools and steps, the blogger answered them one by one.

@Girls' Independent Plan Xiaohongshu screenshot

After this note, @女生独立计划 has updated a series of essential knowledge for women living alone, including "connecting the network panel", "changing the door lock cylinder", "changing the quilt cover in seconds", "changing the socket", "changing the light bulb and wiring", "violently unclogging the toilet", etc. Like the first note, the subsequent updates also show each step of the specific operation process in the form of pictures + text explanations, which looks clear at a glance.

@Girls' Independent Plan Xiaohongshu screenshot

According to statistics, as of press time, @女生独立计划 has posted a total of 15 notes, of which 5 notes have received more than 10,000 likes, and the number of likes for the remaining notes is almost all over 1,000.

Why has the Girls' Independent Plan been able to rise so quickly in such a short period of time? Kas believes that the core reason is that the target group and track it focuses on are accurate and relevant enough.

Just as the name of the account suggests, @女生独立计划targets a large number of women who live alone or want to be independent.

According to Qiangua Data's 2022 survey data, female users account for 70% of Xiaohongshu's user group, and many users are distributed in first- and second-tier cities such as Guangdong, Shanghai, and Beijing. Among them, the number of women with independent needs, such as urban white-collar workers living alone and female college students preparing to work, is undoubtedly considerable. If you can accurately grasp their needs, you will have the opportunity to gain their attention and trust.

@Girls' Independence Project has undoubtedly achieved this.

The account precisely targeted this group of female users, and then focused on the home knowledge track that is closely related to their daily lives, and started from multiple levels such as daily maintenance, home decoration, and daily cleaning, creating a practical life guide for them. As it said in its personal profile, "Independence is the ability to solve problems. You can do it yourself and find professionals. I hope to help sisters reduce the information gap. Some things are not difficult to do by yourself. You can also avoid being cheated when looking for services." @女生独立计划 meets the independence needs of a group of female users from a very practical and pragmatic perspective. It is for this reason that the account was able to attract 297,000 fans with 17 works in one month.

@Girls' Independent Plan Xiaohongshu screenshot

According to third-party data, 97.4% of @女生独立计划’s fans are female, and 88.96% are aged 18-34. The fan profile and account positioning are highly consistent, which further proves that the target group and track it focuses on are accurate and relevant enough. It is worth noting that this group of users with independent needs have relatively stronger spending power, and since the account focuses on home knowledge, it will be easier to monetize in the future.

02On Xiaohongshu, various knowledge bloggers emerge

According to Kas's observations of the content ecology of Xiaohongshu over the past two years, before @女生独立计划 became popular, this track centered on "knowledge output" had already seen many representative cases from different fields with impressive fan growth data.

For example, @公主是我花卉, an amateur blogger with the fastest increase in followers on Xiaohongshu in the past two years, achieved a monthly increase of 913,300 followers in 2023, and now has more than 2 million followers. The core reason why this account can achieve a leap in a short period of time is that it targets young urban women and finds a more vertical and segmented approach in the knowledge track.

@Princess is made of flowers screenshot of Xiaohongshu

On July 6 last year, @公主是花卉做 posted a video note. In the video, she used simple and clear stick figures to popularize the structure of male and female reproductive organs. In the absence of sex education in China, this physiological knowledge popularization solved the confusion hidden deep in the hearts of many users, and eventually received 194,000 likes and 860,000 collections.

@Princess is made of flowers screenshot of Xiaohongshu

Afterwards, around the theme of "sex science popularization", @公主是开花做 a series of health science popularization content such as "Boys Need Sex Education More", "Applaud This Matter", and "Sex Education That Is Not Shameful to Talk About". Each episode uses clear but not explicit figurative expressions to popularize some "common sense" that the audience should know but are ashamed to talk about in daily life, filling the "knowledge blind spots" of many people in a just right way.

@Princess is made of flowers screenshot of Xiaohongshu

In addition to "sex science", @公主是是我开花的主题 also focuses on topics such as women's growth and gender emotions. Combining her own experiences, she teaches and shares some practical love skills and self-improvement ideas to bring more help to users. The account continues to gain more attention and trust from users.

Blogger @杏林小鱼, who focuses on popularizing Chinese medicine knowledge , released his first self-introduction video on Xiaohongshu on August 8 last year, and then released two popular science videos on "Chinese medicine whitening" and "Chinese medicine anti-hair loss". The number of fans increased by more than 200,000 with just three videos. So far, @杏林小鱼 has released 10 works in total, and the number of fans has reached 551,000.

@杏林小鱼Little Red Book screenshot

In addition to @杏林小鱼, there are many popular science bloggers active in the field of Chinese health preservation . For example, @是辰不是晨ii, a top blogger on Xiaohongshu, has gained 1.995 million fans by sharing practical content such as "I only use one method to maintain a healthy spleen and stomach", "How to cultivate a beautiful woman with qi and blood! Personal tips are glowing from head to toe", "I just found out that the end of removing yellow qi is to protect the liver", and has attracted the favor of many brands with its impressive note data; @野生小师妹, who inherits the Chinese health preservation culture with a lively and funny female personality, has accumulated 276,000 fans.

@是辰不是晨ii@野生小师妹 Xiaohongshu screenshot

There are also many outstanding examples among knowledge bloggers who focus on sharing learning methods.

@静静教主 has accumulated 1.338 million fans. She uses vlogs to show her learning experience in detail, including how to use notes, computers, tablets and other tools to improve her learning ability and self-discipline. Each video contains a lot of practical information. The account is not only popular with fans, but also has high commercial value.

@静静教主Little Red Book screenshot

@乔一樵 is a blogger who scored 149 in math and 140 in English in the college entrance examination and ranked in the top ten in her university major. Taking advantage of her own strengths, she shared many useful videos on learning methods on her account, such as "Learn to organize your wrong question book correctly and efficiently", "How to become a math master in one winter vacation", "8 habits that will make you a learning expert", "Super cool vocabulary memorization method", etc. The clear, practical and detailed learning methods and score-raising techniques quickly attracted the attention of many users with corresponding needs, and the account has now reached 195,000 followers.

@乔一樵 Little Red Book screenshot

Looking at a wider range of fields, we can see more diverse knowledge bloggers: @所长林超, who shares science and business principles and can explain various complicated policy documents in a simple and easy-to-understand way, has more than 1 million fans; @打工仔小张, who became popular on the Internet last year with his immersive popular science of seemingly insignificant common sense in daily life, now has 435,000 fans on Xiaohongshu... Overall, although these knowledge accounts come from different fields, they all use their own advantages to break or fill the information gap in a certain field and solve the different needs of different groups in life , so they have all gained considerable attention. It is worth noting that in addition to attracting fans, they have also won the favor of brands, thereby realizing the commercial value of the accounts at the same time.

03How much dividends are there on this track?

It is not difficult to understand why all kinds of useful and knowledge bloggers can quickly emerge on Xiaohongshu. In fact, to some extent, Xiaohongshu's unique community attributes provide a more fertile soil for knowledge bloggers to survive.

Specifically, Xiaohongshu is not only a lifestyle platform. Its uniqueness lies in the fact that it has both content attributes and tool attributes. Especially in the past two years, its "tool" attribute has become increasingly obvious. In addition to expressing their emotions on the platform, a large number of users also regard it as a consulting platform for searching for advice and solutions.

On the one hand, a series of notes that are different from "planting grass" and have obvious interactive, sharing, and help-seeking nature, such as "Choose one of four extreme manicure (outfit) choices", "Ask if you don't understand", "Q&A about zodiac signs", "Requesting people with certain experience to answer questions", and "Please help see where the problem lies", have gathered people with the same interest circles and continued to expand their voices through interactive behaviors such as likes and comments. On the other hand, more and more users have consciously regarded Xiaohongshu as a "Baidu Encyclopedia" with a large amount of information and rich content . They are accustomed to searching keywords on Xiaohongshu to obtain the information and knowledge they need. The scope of the search also covers multiple levels and dimensions such as health, work, study, and life.

In addition to active "help" and "search" behaviors, content or bloggers that can provide practical value can also attract users' attention more quickly. According to Crawley's "Three Major Platforms' Grass-Seeding Power Research Report", 37.5% of users follow celebrities on Xiaohongshu, and more than half of them follow celebrities based on the high practicality of the content posted by KOLs.

Undoubtedly, compared with other platforms, "usefulness" is still the core value of Xiaohongshu, and various knowledge accounts with the purpose of "usefulness" naturally have greater opportunities. Combining the popularity of @女生独立计划 and the series of cases mentioned in the previous article, Kas believes that Xiaohongshu's knowledge track still has infinite possibilities - on the basis of targeting and locking in the target group, starting from different dimensions of life, and then digging into more subdivided fields from different dimensions, and then using their own advantages and experience to create content that is detailed enough, targeted enough, practical enough, and can make users feel a sense of gain and easy to follow and imitate, there is a chance to gain attention, and then gradually accumulate fans until successful monetization.

From @公主是我是我过于的花 to @女孩独立计划, there is a high probability that more benchmarks will emerge in this hot track of Xiaohongshu.

Author: Yue Yao

Source: WeChat public account "CaasData (ID: caasdata6)"