How to increase the popularity rate of business reporting notes on Xiaohongshu?

1. The content is too monotonous, and it is difficult to quickly find a content template that can be replicated and mass-produced in the early stage;
2. The more this content is released, the more consumers will realize that it is just an advertisement, become rebellious, and then start to reject the product (even if your product is really good)

In response to the above problem (lack of content diversity), we have summarized 3 formulas for explosive articles to help you better clarify your own ideas for content creation. At the same time, we have listed the formulas for commercial advertisements below, and you can learn the methods according to your needs. Because Xiaohongshu's notes are mainly composed of 3 parts: note content, note cover, and note title, we have summarized the template for making explosive articles from these 3 parts. Later, you can freely combine the 3 parts to generate new explosive content!

After observation, we found that most of the notes in the two categories of skin care and hair care fragrances are commercial notes that have been registered. Although there are natural notes posted by ordinary people, the overall amount is very small, and the content is also pure dry goods sharing or spontaneous product recommendations. The content of the entire note is relatively simple. Therefore, the top 300 notes we selected this time are mainly ordinary notes that have been commercially registered, to see what characteristics these notes have in terms of content, title and cover.

Source: Qiangua Data

1. Note Content

We looked at two categories: skin care and toiletries. The note formats for these two categories are very similar, so we can analyze them together.

Specifically looking at the content of the notes, we can divide them into the following 6 categories

1. Live demonstration of skin problems/hair and other problems + practical tips + product collection

By demonstrating the influencer’s own skin/hair and other physical problems, the influencer can trigger the audience’s anxiety, and then share useful information to increase the audience’s trust. Finally, the influencer can make product recommendations through product combinations to trigger the audience’s desire to buy.

The content of this type of note progresses step by step from raising a question to solving the problem, which can easily capture the user's psychology. In addition, the content of the entire note is tutorial-like, of relatively high quality, and it is also very easy for users to like and collect it. The like-to-collect ratio of many such notes reaches 1:1. This is the most common form of explosive article in the skin care and washing category, accounting for about 42.3%.

Image source: Xiaohongshu

2. Comic scenes + practical information + product collection

Many skin care and personal care products target more private parts or scenes of the human body, so they cannot be filmed with real people. They can only be presented in the form of comics, or some dry content is directly presented in text form, which will result in low readability of the entire note. At this time, adding comic explanations will make it easier for the audience to understand the process of solving the problem and increase the readability of the notes.

This comic + practical information + product collection method has a similar overall purpose to the first type of note format, and this type of note accounts for about 8% of the total number of notes. However, based on the recent trend of Xiaohongshu notes, we can find that this content format is very popular, and notes by junior experts are all using this type of note format; if you want to have a popular article, you can try this type of content more often.

Image source: Xiaohongshu

3. Good things recommendation (comparison) collection

By stacking a large number of products, you can increase the audience's trust, and then implant your own product recommendations. This type of note accounts for 17% of the total notes.

Image source: Xiaohongshu

4. Single product test recommendation

Simply displaying cute/special items, or conducting product tests and product recommendations, this type of product accounts for about 12.2% of the total number of notes.

Image source: Xiaohongshu

5. Through storytelling + product placement

The number of notes in this form for skin care and personal care products is very small, accounting for about 3%; although it is a story, the coherence of the whole story is not very good, it just starts from the perspective of women at different stages and arouses topics.

Image source: Xiaohongshu

6. Simply share useful information; or other discount activities, sharing insights

Image source: Xiaohongshu

Further analysis shows that these notes are actually divided into two categories: one is tutorials and the other is recommendations. However, these two categories are more likely to be published together in the form of tutorials + recommendations, which not only recommends products, but also improves the quality of the notes and creates greater exposure.

2. Note Cover

The cover of a note is an important basis for readers to judge whether it is needed. Only when readers are interested in the title of the note will they read the content of the note, and the note will have the possibility of becoming popular.

Therefore, choosing a good cover image is the most important thing. After analyzing the cover images of the notebooks, we found that most of the popular notebook covers are divided into the following 7 aspects: 1. Comic cover; 2. Effect comparison cover; 3. High-value expert cover; 4. Skin detail display cover; 5. Single product display cover; 6. Product collection cover; 7. Tutorial/steps... The examples of each type of cover are as follows, and you can imitate them according to your needs.

Comic cover

Image source: Xiaohongshu

Effect comparison cover

Image source: Xiaohongshu

High-value celebrity cover

Image source: Xiaohongshu

Skin detail display cover

Image source: Xiaohongshu

Product display cover

Image source: Xiaohongshu

Product collection cover

Image source: Xiaohongshu

Tutorial/Steps

Image source: Xiaohongshu

3. Note Title

The title of a note determines 20% of the weight of whether the content of the note can go viral, so it is also important to pay attention to it when making notes. Based on the titles of the top 300, we summarized the six elements of a viral title and found that no matter how many viral articles are produced, their specific content can be classified and started from these six aspects: crowd, cost, effect, scene, ingredients and brand (as shown in the figure below).

But in fact, the logic of the note title is the same as that of the makeup category, which is freely disassembled and combined based on the logic of "combination of target audience + problems/needs + characteristic advantages".

Summarize

Every hot-selling note has a replicable underlying logic, especially for hot-selling notes in the skin care, shampoo, and fragrance categories. They are all produced from the perspective of solving needs, and their hot-selling notes are easy to imitate.

Author: Sally Nan, WeChat public account: Nankaikou

This article was originally published by @楠开花 on Operation Party. Any reproduction without permission is prohibited.

The title image is from Unsplash, based on the CC0 agreement