After using Xiaohongshu for a month, I have become emo...

As the leading platform for seeding content in China, Xiaohongshu has seen an increase in the number of bloggers in recent years. However, this also means that competition is becoming increasingly fierce, and it is more difficult to create a viral article. As a newbie, how can you manage your Xiaohongshu account? The author of this article has summarized some experiences through personal experience and would like to share them with you.

In just over a month, I went through four stages. I hope anyone who wants to start Xiaohongshu or is just starting out will share this with me.

It is possible to skip over the first 3 stages of self-blindness!

01 Phase 1: Nothing special

The initial goal of creating Xiaohongshu was to find some breakthroughs in the company’s traffic, so we arranged two user operations people to do content operations.

I heard from various friends that Xiaohongshu is very simple and can attract a lot of traffic, so I did this.

At first, it was really like that. I just prepared some information and posted some, and the traffic came in. It took about 2 weeks from the beginning to 1,000 followers.

Then it took another 2 weeks to reach 2,000 fans.

So I started to get carried away, thinking that Xiaohongshu is just so-so, so let’s just divert traffic!

Then I got slapped in the face, and some traffic was directed to private domains, and the traffic of the account dropped significantly.

So the data number was temporarily suspended and the first review was conducted:

• It is indeed easy to create a data account, but obtaining traffic itself requires money and skills . Either you pay enough protection fees, or you use all kinds of tricks. In essence, you don’t want to steal platform traffic and don’t want to contribute money to the traffic. There are not so many good things!
• The fastest way to get information is to sell information, but our company’s business is not to sell information, but to sell training and services. This means that the diverted traffic needs to be slowly cleaned up in the private domain. Only then do we think of the problem of traffic consistency. Do you want traffic or potential users?
• I also have a basic understanding of Xiaohongshu's users . At least Xiaohongshu's friends are very polite and patient when asking for things. The atmosphere of this community is really good.

02 Stage 2: Studying various metaphysics

During this stage, I was obsessed with various knowledge planets, public accounts and courses, and spent a lot of time studying the operating methods of big hits.

What are the spiral account creation, what are the hot selling mechanisms, what are the traffic mechanisms, what are the remedies for limited traffic, and the tricks of stealing traffic...

The metaphysics of account operation will definitely become widespread, because this is the password for traffic. It feels like if you know a little secret, you can immediately create a million-dollar account!

However, due to the official crackdown on this kind of content by Xiaohongshu, most of the Xiaohongshu metaphysics are not on the platform, but on the bloggers who do Xiaohongshu training.

Finally, we found a metaphysics that we think is relatively reliable: hot products can be repeated, which is actually copying!

03 Phase 3: Hot products can be repeated

Thus, a vigorous act of plagiarism began:

• First use the tool to crawl the notes under the relevant topics
• Find the 10 most popular ones recently
• Almost one-to-one imitation: title, cover, content created by myself
• Send it out

There is indeed some effect. At least there is no problem in creating an account, and occasionally a small hit will occur, but that’s all.

I was still anxious at this stage. After all, plagiarism is just plagiarism. No matter how nice it sounds, it is still plagiarism.

If you are only investing in short-term traffic, this method is extremely convenient and efficient, so just go for it boldly.

If you want to operate an account for a long time, this method will definitely not work. Without your own content, you will not have your own value output. Without value, there is no personality to speak of, and it will be difficult to foresee the final monetization.

So, let’s review, if I use the Xiaohongshu account as a long-term brand output window, what should I do?

• Traffic is important, but what is more important is the account value and tone. At least it should make the fans who follow the account feel that the account is unique and good.
• What is the source of the account's value? What behaviors does Xiaohongshu encourage? What do the target users like?
• Is it give first and then ask, giving means creating content and asking means generating traffic, or is it asking first and then giving, attracting traffic first and then creating value?

At this time, a small incident happened. A random interactive content received 190,000 views.

Oh? This is interesting, so I continued to post similar content, and the traffic was never less than 10,000.

This made me think deeply, what exactly is the content that is valuable to users?

If we master this value creation method, can we do a good job on Xiaohongshu?

I made a bold guess at three value points and chose one of them.

So, I tested it again, and the data is as follows:

Except for the addition of powder, everything seems to confirm my guess!

04 Stage 4: The only criterion for a hit product: content

At this time, it is necessary to do a comprehensive review of all things. The following are purely personal subjective opinions, please do not believe them lightly:

• When we keep chasing after accounts, hits, and followers, the data seems to be bad, which means we are going in the wrong direction.
• When we have been using the data account to attract traffic, we have created an account with little value. This does not fit our personal positioning. At least the proportion of this kind of content should be appropriate.
• When I anchored the criteria for measuring hits on content, I made three guesses and verified the first two, which were all better than before . At least the traffic was not less than 10,000, and the interactive effect was really good!
• I won’t tell you about those three guesses. They are a little secret of the operation.

However, I still have a third guess that has not been verified. This guess is a bit crazy. Not only does it need to have explosive traffic, but it also needs to increase the number of fans crazily. So I tested 10 videos.

The first 7 pieces of data ended dismally.

All of them failed, with traffic between 500-2000, likes and collections basically between 20-50, and no effect of increasing fans.

I thought the third guess was just something I was thinking about, but then it came.

An excited heart, trembling hands, a video with high views, high likes and most importantly, high number of fans, it came out , purely natural traffic.

So, let’s quickly follow this content model and make one more:

There is a trick here. A sentence was added to the script to guide the comments. As a result, the user tried to push the fries, but was rejected manually. Then the natural flow stopped at the 4000 pool.

However, this likes-to-fans ratio illustrates my third guess, which is my third content model: the greedy content model that requires both traffic, high interaction, and increased fans can indeed be achieved.

05 New stage: content model > operation skills

If you have read this far, you will definitely be interested in my three guesses. In fact, these three guesses are all about the content.

In fact, many non-operation practitioners have no awareness of content models. Yes, content has models, just like the math problems you do, you can substitute the model and solve the problem quickly.

Here, I seem to be somewhat right: hot products can be repeated, and I have a deeper view:

What you are repeating is not making a copywriting note, but the unchanging underlying content model. This is what you need to repeat.

For the same model, as long as the model can become popular, the content created by the model will also have a high probability of becoming popular, which is the difference between a small popularity and a big popularity.

Finally, there are a few points to summarize and review, and I hope that the friends here will have an evolution in their understanding of platform operations:

When I failed to imitate a hit product, I concluded that the key to a hit product was definitely not the operational skills, but the content!

Then focus all your attention on the content , and put aside things like creating an account, gaining followers, and attracting traffic.

If your content is good, you will definitely do well, but you have to wait and iterate , and then verify your guesses. Isn’t operation an iterative process?

In fact, there is a fourth model, which is the monetization content model . You must know that some content is used to attract fans, some content is used to build personal image, and some content is used to make money. Yes, all of them can be done with content!

Next, I will do two things. The first is to test the monetization content, and the second is to pay protection fees to the official father.

Author: Uncle Liangshan, public account: Uncle Liangshan

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