Why can WPS create two million-level accounts on Xiaohongshu?

1. Basic account information

WPS boss, with 1.409 million fans on Xiaohongshu, 8.402 million likes and favorites, 294 works, and more than 28,000 likes and favorites per piece;

WPS cousin, with 1.403 million fans on Xiaohongshu, 12.974 million likes and favorites, 460 works, and more than 28,000 likes and favorites per work;

WPS cousin, 115,000 fans on Xiaohongshu, 680,000 likes and favorites, 111 works, with an average of more than 6,000 likes and favorites per work;

Among them, Big Boss and Little Cousin are the main positions, and the update frequency is also very stable. In the past 30 days, 11 new works have been added, and they are updated every 2-3 days.

The three accounts are mainly targeted at young working women aged 25-34. They are new to the workplace and have many confusions about the use of office software at work, but they can find answers here.

2. Account personality

The three accounts correspond to three different personalities created by the WPS family:

WPS boss: a vicious boss wearing a shirt, glasses and sharp words

WPS Cousin: A good-looking, capable, and outspoken workplace expert

WPS cousin: a well-behaved but confused employee who encounters the most problems at work

The characters in the content of the three accounts are mainly the younger cousin, the older cousin and the boss. By contrasting the images of the beautiful older cousin, the younger cousin and the vicious boss, the characters and plot conflicts are created, which are then extended to the problem scenes, making the content presentation more logical.

At the same time, the vicious boss's attitude towards the gentle cousin also conforms to the fixed impression of the boss in the workplace. Then, the office expert cousin takes action to "rectify the workplace", which makes the viewing experience more "enjoyable".

3. Account Content Selection

The content of the three accounts has a fixed style, but they do not affect each other.

All videos are selected as the content format to bring a deeper sense of scene substitution; the video length is controlled between 30s-60s, the content is short and concise, and it is more practical

WPS Boss:

The account content is more systematic and in-depth for workplace office scenarios. Its content is divided into four sections: WPS tool tables, PPT, text documents and WPS tips. The content is all centered around the problems encountered in using WPS, in the form of raising questions + solutions, which is more practical.

The cover is categorized according to different content themes, which makes it easier to understand and find problems.

WPS cousin:

Compared to the big boss account, the content of the little cousin is more diversified. It not only involves practical office problems, but also creates works on workplace-related topics, such as "Do real experts make spreadsheets like this?" "Do interviews with monthly salaries of 1,000 and 1 million like this?" "What if the post-00s employees understand labor laws?" etc.

The cover features a beautiful little cousin and uses green bold keywords, which is concise and concise, consistent with the cousin's straightforward personality and very eye-catching.

The titles are mainly questions, which are generally consistent with the video content. They first use these workplace issues that are of high concern to attract users, and then provide corresponding solutions to the problems through the content. The content is complete and diverse, covering all aspects of workplace scenarios.

WPS cousin

The topic selection of the eldest cousin is basically the same as that of the younger cousin, but the content creation and presentation are more biased towards the eldest cousin. The plot is mostly about the eldest cousin being troubled by the boss and the younger cousin coming out to help.

The titles of the videos of the cousin are also consistent with her gentle personality, mainly reminders, and the cover font is also a gentler pink, which echoes the overall account.

To summarize:

There are several reasons why WPS family accounts can create two million-level accounts.

1. Content matches user focus

With the background of workplace life, it directly matches the target group, and the content involves all aspects of workplace life, providing relevant solutions and appropriate scene experience. Only when people and scenes are aligned can the effect be 1+1>2

2. High quality content

Although the video is short, it not only raises questions but also provides solutions. The plot is rich and practical, and the overall rhythm of the video is very good.

3. Choose a good anchor

This can be most directly demonstrated in the user feedback in the comment area. In addition to workplace-related content, words such as "good-looking" and "young sister" often appear in the comment area. Many users even come specifically for the older and younger cousins. Using good-looking anchors to capture users is also a very important aspect.

4. Strong account tag attributes

The three accounts seem to have similar contents, but in fact, each has its own merits. Whether it is the setting of the plot or the choice of cover, they are consistent with their respective personalities. Personalizing the accounts provides stronger label attributes for the accounts and makes them more original.

Some revelations:

1. Combination of topic selection + scene + character features

The production of good content is the result of every detail being linked together. High-quality topics, appropriate scenes, and distinctive characters are all indispensable.

2. Beauty. Beauty is always the first choice of Xiaohongshu community.

It is not difficult to see from the feedback in the comments of several accounts that users still have a high pursuit of beauty. Beauty is always the main theme of Xiaohongshu. But don't play tricks. Beauty has more than one definition.

3. Content Altruism

Regardless of the content, altruism is the basis for user selection. From the selection of scenes to the positioning of content, the three accounts all start from the life scenes of professionals in the workplace, raise questions, solve problems, and provide users with strong practical significance. This is also the reason why the two million-level accounts can continue to be popular.

4. Keep your content focused

Maintaining content focus actually means maintaining the characteristics of the account. Looking at these three accounts, although the signatures all express the account positioning of "teaching you WPS tips", the content directions of these three accounts are different and have different focuses. Only by being independent of each other can they last long.

5. Videos are more contagious than text and pictures

As the most familiar content format for current Internet users, short videos can indeed display much more information than pictures and texts. Regardless of how Xiaohongshu's attitude towards short videos fluctuates, we have to admit that the content expressed by short videos is more three-dimensional. The appearance of characters and scenes can make the content more delicate, accurate, and three-dimensional in terms of emotional value output and atmosphere rendering. It is especially suitable for young people in a fast-paced environment. If you have good scene, character, and content creation skills, making short videos on Xiaohongshu is also a good choice.

The above is the analysis and disassembly of WPS family account

Author: VIC's Marketing Thinking

Source: WeChat official account: VIC’s marketing thinking