Let me tell you a joke. I just seem to understand what is Xiaohongshu planting?

Do you know how to operate a Xiaohongshu account? This article starts with Xiaohongshu's "grass planting" data, and details the reasons and what we can learn from it. It is recommended for students who want to understand account operation.

Hello, everyone. I’m Jiang He. When you are learning how to operate Xiaohongshu, are you often surrounded by keywords such as traffic, no source of goods, explosive articles, matrix strategy, drainage, 99+, etc.? It seems that as long as you master the password of traffic, you can stay popular on Xiaohongshu for a long time.

But now, when I see people in my circle of friends showing off their 99+ and sharing operational methodologies, I feel increasingly indifferent and disgusted. As the saying goes, even if I know so many methodologies, I still can’t manage a good account.

This is like the current tourism industry, where tourists sleep on the bus and pee when they get off. When they arrive at a place, they don't know anything and just take a quick look around. Finally, they go home exhausted and swear never to go to this place again.

When we are flooded with fast-food operation methodologies, it is easy to forget why we choose Xiaohongshu? How to operate Xiaohongshu well?

To understand Xiaohongshu, let’s start with the core essence of planting grass , and the planting path of an ordinary user, and give an example of the complete process of my being planted grass.

One day when I was browsing Xiaohongshu, I saw a blogger listening to music on a player. After her review, it seemed that listening to music on a mobile phone was rubbish. I suddenly thought that the player could be very pretentious.

Then I searched for player recommendations on Xiaohongshu and found that bloggers were all using SONY players. Then I focused my attention on three SONY players. After deciding on these three products, I read various reviews on Xiaohongshu and finally decided on one. I found that it was not sold on JD.com and Tmall, so I finally placed an order on Xianyu.

After purchasing the player, I started searching on Xiaohongshu how to download songs and how to pair it with different headphones?

Then I started to post relevant matching notes on Xiaohongshu. I believe my notes also started to attract other people. After reading them, they started to search for related information about the player. Hifi player then became a small community topic with more and more enthusiasts and more and more people talking about this topic.

Here, you can carefully look at the official Xiaohongshu planting-whole network conversion path map , where users go from categories to specific models of brand products.

Figure 1: Xiaohongshu recommendation - network-wide conversion chart

Now back to the starting point, why did I get so attracted?

I was browsing the discovery page with nothing to do, and maybe it was a targeted recommendation by the system, thinking that I was a user of the player, and then the blogger's notes appeared on my phone. I found them interesting and was attracted to them.

Then why would bloggers or ordinary people post it?

Some of them are motivated by love or are named after brands. Most of them are 2.5% of innovators and early adopters or enthusiasts. It is through their notes that the entire industry has become known to more people. Please refer to the figure below for details.

Figure 2: Technology Adoption Cycle Law

From the process of me being inspired by customers, merchants can also examine how to inspire customers.

The core is whether the content is what the user really cares about and what he is interested in. We treat users as friends and what words you use to recommend your product. As shown in the figure below, the differentiated value of Xiaohongshu bloggers is used, useful and real.

Is it because it is interesting? Useful? Or is it informative? Think of the words, express them in colloquial language, embed keywords in the cover, title, and text, and write content that is relevant to users. Only then will these users spontaneously join the process of planting grass.

Having said so much, as a marketer of Xiaohongshu, remember to always return to the perspective of ordinary people and understand the process of how ordinary users are attracted to and pulled out of products. Don't just hold a hammer and think that everyone is a nail. Understand the user's purchasing trajectory and life rules, and think about how the product can be integrated into the user's life.