New discovery! Xiaohongshu ranking notes are invading all major categories

Starting from the content operation of Xiaohongshu, this article summarizes the characteristics of Xiaohongshu's ranking notes and the industries in which ranking notes appear, and analyzes the category brands suitable for ranking notes and the disadvantages of such notes. It is recommended for those who want to publish ranking notes.

If you often browse Xiaohongshu, you must have often seen similar notes, which divide the brands under the category into treasure group, excellent group, nice group or into repurchase, quality, easy to use, good and other categories, and then arrange them in the form of a pyramid. The overall feeling is like a real evaluation, but if you look closely, the first two are basically advertising products. I will call this kind of notes ranking notes for the time being.

Figure 1: Ranking Note Types Why would you pay attention to this type of notes?

Recently, when I was working with a well-known cleaning and care brand, the person in charge asked the expert to write a similar note. After reading it, the expert said, "Isn't this just nonsense?" He refused to accept it. If you look closely at the ranking notes, you will find the following characteristics.

1. Report directly to the expert

Most of the ranking notes are reported and sent directly, that is, the brand owner prepares the text and pictures, and the blogger can directly send them. The blogger types are concentrated in comics, movies, horoscopes, funny accounts, etc. Such accounts have fast followers and good data, but it is difficult to monetize. Ranking notes solve this problem. At the same time, for new brands, this type of note can solve the platform's flow restrictions on the one hand (if you don't report, you will be in violation); on the other hand, it also completes the early work of spreading the volume, and this type of note is a decision-making note for users, and the core is to get search traffic.

Second, the form of advertising placement

Ranking list advertising has the following characteristics: usually the first place and the same level of high price note, with the words "no brainer" or "multiple repurchase" added. Users' attention will naturally increase, or the brand will be implanted multiple times in the ranking list to increase brand exposure, and at the same time, water accounts will be implanted in the comment area to attract users' attention to the brand.

3. Industries where ranking notes appear

The most direct effect of ranking notes is to provide reference for user decision-making. Users have concerns and risk costs when purchasing products. When we buy things on Taobao, we will also filter according to sales. In which industries do similar notes often appear? In my opinion, they often appear in industries with categories but no brands. If there are many brands in an industry, user cognition is already mature, such as the air-conditioning, television, and mobile phone industries, users will see this kind of direct notes as advertisements. In addition, the evaluation content is also nonsense, so it will naturally be more resistant; the ranking notes appear in niche functional cosmetics and small appliances, such as pelvic repair instruments, headphones, cat food, fascia guns and other industries, where users have weak brand awareness, and will be more effective.

Figure 2: Industries where ranking notes appear

4. Should I take notes on the rankings?

It depends on the stage of the category. If the category is mature and users have recognized brands, the ranking method is not recommended, because users can see it is an advertisement at a glance. If the category is just starting, users are also searching for good brands, so similar objective evaluations can be done. Note: However, this cannot be done for a long time, because rankings are mostly used for pulling and stepping, not objective evaluations. This will cause merchants to roll up ranking notes, and consumers will not believe in such evaluations. More importantly, the platform will also manage it, and if it does not meet the sincerity of Xiaohongshu, the brand will be deducted accordingly.

Author: Jiang He

Source: WeChat official account: "Jiangheliaoyingxiao (ID: jiangheliaoyingxiao)"

This article was originally published by @江河聊营销 on Operation Pie. Any reproduction without permission is prohibited.

The title image is from Unsplash, based on the CC0 protocol.