How can we keep Xiaohongshu notes in the top 10 of search keywords?

How to get more traffic by posting notes on Xiaohongshu? This article will introduce the traffic mechanism of Xiaohongshu and recommend it to those who are interested in the Xiaohongshu platform~

If you want to operate on Xiaohongshu, it is very important to understand the platform's traffic distribution mechanism. Therefore, in this issue, we will focus on the high-quality content on Xiaohongshu and analyze the notes on Xiaohongshu's two main traffic entrances: the discovery page and the search page, to help everyone better understand Xiaohongshu's traffic mechanism and the reference points for selling content.

Paid notes on Xiaohongshu’s focus platform are generally divided into information flow ads and search ads:

Information flow advertising is used to increase the volume of high-quality content materials. It can be delivered in a targeted manner. It does not require users to actively search for it, and it can be seen by users to the greatest extent. The content of the advertisement can subtly influence the user's familiarity and awareness of the product, forming a seeding effect.

Search ads embed keywords so that users can see corresponding notes when they search for specific keywords. The target groups are more accurate and the advertising effect is easier to achieve conversion.

Below is a selection of high-quality content from some subcategories of the beauty category , analyzed from the two dimensions of seeding and selling :

1. Product Recommendation

1. Skin care products

In the search promotion of skin care products, the content overlap between high click-through rate and high click volume notes is very high.

(Image source: Xiaohongshu Spotlight Platform)

The content is all product-oriented:

Most of them are ranking notes, which search for keywords through horizontal comparison cards of different products to obtain accurate traffic exposure;

A small part of it is pain point content , which mainly includes "staying up late", "yellow and dark skin", "rotten face", etc. Relevant products are implanted to solve the pain point problems.

However, in the information flow promotion notes, the content with high click-through rate and high click volume is quite different, and the overlap rate is low.

(Image source: Xiaohongshu Spotlight Platform)

Most of the notes with high click-through rates are pain-point-oriented notes featuring experts . The cover image has large characters to highlight the content of the note, such as "Friends with acne scars are saved," "French whitening," "Female stars cheat to prevent aging," etc. Most of the notes with high click-through rates are notes that provide emotional value and attract users' attention through high-value pictures. There are also a small number of horizontal ranking notes.

2. Makeup

In the search promotion of cosmetics category, the content of notes with high click-through rate and high click volume overlaps to a certain extent , but they are also different.

(Image source: Xiaohongshu Spotlight Platform)

The notes with high click rates are mainly product review notes and horizontal test ranking notes. In addition to product review notes, the notes with high click rates also include a small number of makeup tutorial notes.

(Image source: Xiaohongshu Spotlight Platform)

The content of the notes with high clicks and high click volume in the information flow promotion notes has a very high overlap, and they are all some makeup tutorial notes and product review notes.

At the end of 2023, the Xiaohong platform imposed certain restrictions on notes with no real usage experience , unreasonable classification , devaluation/clinging to other brands , and false promotional content.

But even so, from the user's perspective, horizontal test notes still meet their core needs for product search, help them evaluate and compare different products, and assist them in making purchasing decisions. Therefore, horizontal test ranking notes can still get a lot of traffic.

Here are some notes on the rankings of beauty, skin care and household products with the highest interaction in the past 90 days:

(Image source: Huitun Data)

In the above notes, there are horizontal comparisons of single products and horizontal comparisons of multiple products. Their comparisons have several main features:

1. Related horizontal tests will add text to describe the product , which is mainly product promotion copywriting. Introduce the product ingredients, usage effects and targeted pain points to make the notes appear objective and real.
2. Focus on the comparison of product efficacy , and reasonably classify products into anti-aging, moisturizing, and brightening. Different products have different effects and target different pain points.
3. Combination product horizontal testing , by comparing a set of products with different effects, makes the comparison appear more realistic and gives users more choices.
4. Short video product horizontal testing uses short videos to intuitively demonstrate the usage effects of different products with real content.

Compared with the previous horizontal ranking notes that pulled down and demoted products, the current ranking notes are more standardized, focus on the advantages of the products, and are more authentic and credible.

Therefore, if a brand chooses to use the horizontal rankings as a starting point, it must start with the advantages of its own products, emphasize the unique competitive advantages of the products , establish user awareness of the products, and achieve efficient grass-planting effects.

Through the above analysis of product recommendation notes, we can see the difference between the content of the discovery page and the search page notes. (ps: We have also analyzed the publishing mechanism of the discovery page and the search page before. For more information, please visit: Understand and make good use of the distribution mechanism of Xiaohongshu’s two key traffic pools: discovery page VS search page)

Discovery page: Users are more likely to be attracted to content that is visually appealing, interesting, entertaining, and has emotional value on the Discovery page.

Search page: Meet the keyword search (finding answers) needs of different users and enhance user experience and brand trust. Users have already made clear their needs and want to obtain content directly related to keywords.

Therefore, when laying out the content of the discovery page , it is necessary to create around the needs and interests of users, provide visually appealing and entertaining content, and focus on triggering users' emotions and interests .

When laying out the content of the search page , you should ensure that the content of the note is highly relevant to the keywords and provide the information that users want, such as product reviews, product comparison analysis, usage tips, etc. Such content layout can improve the ranking of the note on the search page, thereby increasing exposure and click-through rate.

Notes on the discovery page cannot be included in the search page because their content logic is different. In order to ensure content diversity, Xiaohongshu will not recommend too much homogeneous content on the discovery page.

The notes on the discovery page are based on user interaction behavior and content quality evaluation. Whether you are an amateur or an influential blogger, as long as the content is high-quality, you will have the opportunity to be recommended to a prominent position on the discovery page.

The search page is mainly based on the user's precise search needs, focusing on recommendation collections, question answers, product solutions and professional descriptions, as well as actual usage experience.

2. Product Sales

For content related to selling products, whether on the discovery page or the search page, it is necessary to promote around the core selling points of the product , such as how to use the product, effect comparison, etc., to attract users to buy.

The following are the sales notes of the two beauty categories, makeup and personal care, with high order volumes in the past 7 days for analysis:

1. Makeup category

(Image source: Xiaohongshu Spotlight Platform)

From the perspective of related content, the content of the notes is similar:

1. Mainly based on the product usage effects of influencers and the content of product recommendation;
2. A small part is product evaluation content, including products of the same brand but different colors and products of the same type from different brands.

2. Personal care

(Image source: Xiaohongshu Spotlight Platform)

From the above picture we can see that the relevant notes mainly include:

1. Direct product display, through direct product photos + exaggerated large words, highlight the product selling points;
2. Products are recommended by experts through their appearances, and products are implanted through expert reviews; pain point content is displayed, and product recommendations are made around the pain points.

Through the sales content of the above subcategories, we can see the similarity of their content forms. In order to more comprehensively verify the similarity of their content, the following selected high-efficiency sales notes of the same product from different brands for analysis:

(Image source: Xiaohongshu Spotlight Platform)

These three different brands of bare face cream products all use before-and-after comparison pictures to attract users' attention and highlight the product selling points. This type of product has obvious effects, and users can see the effects of the product through comparison. In addition, some products that show effects through comparison (such as highlighter powder cream, lipstick, etc.) also have a high conversion rate.

(Image source: Xiaohongshu Spotlight Platform)

The above three different acne scar removal products all attract users’ attention through simple direct shots of the products and titles that directly hit the pain points . Acne is a problem that has been bothering everyone for a long time. Users have a huge demand for acne removal products, but it is difficult for related products to show their effects. However, simple direct shots of the products can form user awareness and bring traffic conversion to the products.

For content related to selling products, whether on the discovery page or the search page, it is necessary to promote the core selling points of the product , such as how to use the product, effect comparison, etc., to attract users to buy. As long as the brand understands the selling points of the product, it can sell the product by copying the relevant note content.

Conclusion

1. There are clear differences in user needs and behaviors between the discovery page and the search page. Discovery page users pay more attention to content that is visually appealing, interesting, entertaining, and has emotional value, while search page users expect to get content that is directly related to keywords to meet their clear needs.
2. Brands can learn from the content format of successful sales notes, such as before-and-after comparison pictures of products, and reviews by experts, to convey the core selling points of products and attract users to buy.

Author: Sally Nan

Source: WeChat public account "Nankaikou (ID: nnvoice)"