After running through 27 categories, I summarized 7 Xiaohongshu operation methodologies

This article introduces the 7 Xiaohongshu operation methodologies summarized by the author. The author divides the discussion into three major sections. It is suitable for readers who are trying to operate Xiaohongshu.

In the past year, we have been doing traffic training, focusing on Xiaohongshu, serving business owners and business managers. On Xiaohongshu, we have successfully acquired customers in 27 categories.

Because I see many people in the industry writing in a messy way, and as an insider in the Xiaohongshu ecosystem, I can't help but want to stand up and tell everyone what the real gameplay is.

1. One core: imitate the latest hot products

The first methodology we summarized is to imitate the hot products, and we must imitate the most recent hot products.

The reason is very simple, because under the same review standards. Many people know that I have to imitate the hot products when I create an account, but it is not enough. The content that was popular a few years ago may not be popular if you post it now. Because there is a core point here: the review standards of the platform are constantly changing. Just because you could post it before does not mean you can post it now.

Let me give you an example: Chizi, if you post it now, it won’t go viral. For another example, if we search for “parenting guide”, the following posts come out. They all have good data and are all popular. But if I want to imitate them, I will imitate the post produced on January 11, 2023 in the lower right corner, not the other three. Although the content of the other three posts is also good, in order to make my post safe and easy to go viral, I will imitate the most recent popular one.

Therefore, if you want your content to be included and recommended on the platform, the easiest way is to imitate the latest hot posts. Because the platform has recently reviewed the post and proved that the topic and content direction are fine, then you can also post it and become popular.

Otherwise, it is really difficult for us to figure out which words or sentences are sensitive on the platform. The platform will not tell you specifically. The so-called sensitive word duplication checking platform is far from meeting the specific implementation standards. This is also our core methodology. We used this method and spent 1 year to run from 1 account to 300 accounts.

2. Three methodologies

1. Methodology 1: Replicability Matrix

We are determined matrix account players . As long as an account is running smoothly, from exposure (reading) to traffic (adding WeChat), to monetization, we must replicate it in batches and on a large scale. Monetization has been running smoothly, proving that the link has been connected. In fact, as long as we increase the traffic, our output will be different. This is the so-called "replicable matrix".

We have a saying internally, which is to squeeze out the topic . That is, as long as there is a hot post on an account, we will not only post it on this account, because a single account has only so much power. No matter how popular the post is, it will only get so many likes, collections, comments, and private messages. But if 10 accounts imitate it, it will be different. The volume will be different immediately. Even if my volume cannot reach 10 times, 3-5 times is still OK.

Moreover, if you don’t imitate this hit, others will. Why should you give the hit you tested to others? It’s better to digest it all by yourself and then move on to the next hit. This basically “drains” all the traffic of the hit topic.

Some of our customers come and want to buy courses, but when they look at the number of followers on my account, they always hesitate, thinking that the number of followers is too small. But to be honest, we can achieve a monopoly on traffic in some categories (saying "occupies more than 50% of the traffic in this category" is a bit more reserved). Because I am not one account, I am a group of accounts.

Moreover, we don’t pay much attention to the number of fans. Many new clients always think that the number of fans is very important. In fact, it is a very empty thing. The number of fans is useless except to satisfy vanity or deceive the client. One of my clients who works for Hong Kong Talent has a big account with 30,000 fans, which attracted more than 10 people last year; and a small account with 1,600 fans, which attracted more than 1,300 people last year.

If you are not doing advertising, you don’t need to care about the number of fans. The key is to direct traffic to private domains and monetize them!

Sometimes I am also speechless by these newbie clients, but there is no other way to make money. So later I asked the team to make the following picture. When the client said that we have few fans, we would give him this picture and tell him that this is all me~

Another client of ours who is doing Shanghai settlement is even more amazing. Because the average customer price for this category is hundreds of thousands or even millions. He registered several companies. One business license can register three professional accounts. Some of his professional accounts are for high-order customers, and some are for low-order customers. When customers add him and feel that it is too expensive, they add him to another company. He then uses another WeChat account to handle the customers, but it is still him no matter how many times he adds them. He just changes the phone number and WeChat account to handle the customers. How can you say that the customers can escape?

2. Methodology 2: Category Occupation

Category occupation and replicable matrix have similarities and differences. Replicable matrix is ​​suitable for businesses with larger markets, matrix operation, and category occupation is suitable for vertical businesses.

Category occupation means that if a category is not large, the content output on Xiaohongshu in a single day is not much. We might as well publish a few more articles.

For example, I have a client who produces 3 pieces of content a day in the category of "Fujian Dance Arts Examination". If we only need to produce 3 pieces a day and have them indexed by the platform, we can account for 50% of the content output in this category; if we produce 7 pieces a day, we can account for 70%. Regardless of whether the post is ranked at the top of the search, it is difficult for the client to escape from my content range just by exposure.

What is the result of this? When you search for "Fujian Dance Arts Examination" on Xiaohongshu, all the accounts that come out are my clients' accounts. Some accounts use IPs to promote female teachers, some use IPs to promote schools, and some use IPs to promote arts examination training schools. My client has 4 accounts and occupies more than 50% of the output of this category on Xiaohongshu.

Many small categories and vertical categories can use this strategy. One of our clients specializes in luxury cars and we use this strategy. To be honest, if you look at 911 on Xiaohongshu, you can't bypass me. The Hunan IP you see is mine, and the IPs in other places are still mine.

3. Methodology 3: 5-minute reach

5-minute reach is also a key methodology for our operations. Because our customers are not always browsing Xiaohongshu, we need to reach customers immediately when they are still browsing Xiaohongshu and see the promotional posts, when the demand is the strongest, and immediately attract traffic and add WeChat. It will take a few days before we post to attract traffic, but customers will not see it immediately. After a week, the customer demand has disappeared...

My team can reach customers within 5 minutes during working hours and guide customers to WeChat within 3 sentences, so as to close deals quickly. Therefore, our WeChat number can be calculated using the formula:

Add micro number = (private message + comment + follow) * 40%

If our WeChat add-ons do not reach 40% of the total of private messages + comments + followers, then it proves that the team needs supervision. Generally speaking, we will be greater than this 40%.

But we can only reach customers within 5 minutes during working hours. I don’t make any requirements during non-working hours. But because my team’s traffic data is linked to performance, the team can often reach customers in a timely manner after get off work.

Many customers are shocked by our execution ability because they add us on WeChat right after we have just started a private chat.

But I don't advocate using private chat plug-ins to improve traffic efficiency. Although this can be more timely, from the perspective of the platform, the platform is quite disgusted with being siphoned off traffic in this way. Our account is still quite valuable, although it is a matrix, it is still a pity to be blocked.

So I never let the team use private chat plug-ins to attract traffic. Because of this, my friends often diss me, saying that I am a flesh and blood factory who only uses manual methods to solve problems. It's not that I don't want to use tools, but I mainly want to attract traffic more safely. Moreover, we are based in Changsha, and the labor cost is not expensive.

3. Account Execution Trilogy

The above is part of my team’s methodology, but when creating an account, you still have to follow the community account rules. Therefore, we have also summarized the three steps of account execution.

1. Account maintenance

First of all, in Xiaohongshu, there is a real concept of account cultivation. My team has tested hundreds of accounts and found that the weights and survival periods of accounts that have been cultivated are different from those that have not.

In fact, it is easy to understand from the perspective of the Xiaohongshu community. If there are a few cheating merchants who have created tens of thousands of new accounts and are crazy about advertising, how can the user experience be good? Therefore, in order not to affect the user experience, the platform will only give traffic to real accounts, and will not give traffic to accounts with marketing attributes or high-risk accounts marked by the platform.

Our internal account-raising techniques are as follows:

1. Take it home and register.
2. Don’t post any content for the first three days. Search for content related to the category you want to work on every day, like, collect, and comment on it, and spend no less than 15 minutes on it every day.
3. Starting from the 4th day, measure traffic through useful posts related to this category (preferred) or interactive posts. If the number of small eyes is higher than 100, the account is fine (useful posts: select posts with many likes in this category and repost them; interactive posts: ask questions to people in this category, guide them to answer, and then post useful posts)
4. After the number of followers exceeds 200 or the number of likes and collections exceeds 300, traffic will begin to be directed.
5. Start connecting to the wifi after seven days, and do not connect to the company wifi in the early stage.

I will write about the “practical posts” and “interactive posts” mentioned in the account management techniques below.

2. Pull weight

After you have raised your account, you cannot start to attract traffic right away. In fact, at this time, the weight is still low, and we must raise the account weight.

We must consider it from the perspective of the community. If you attract traffic to the community for free, you will not make money. If you do not create content for the community, it will be strange if the community does not block you. Therefore, we must use our own high-quality content to create value for the community, and the community will give us free traffic in return.

How to increase the weight? In fact, it is to use the "dry goods posts" and "interactive posts" mentioned above. Dry goods posts are posts with many likes and collections, but few comments. The purpose of dry goods posts is to increase weight and measure traffic. Interactive posts usually exist in the form of questions. The purpose is to measure traffic and increase weight. Like the screenshot below, the left side is a dry goods post, with many collections and likes, but relatively few comments; and the right side is a typical interactive post, although there are not many likes and collections, but there are many comments.

Generally speaking, after the weight has been raised for about a week, you can start considering traffic generation.

3. Drainage

Many useful posts can attract traffic by themselves. In addition, traffic-generating posts are very important. On Xiaohongshu, many entrepreneurial fans are attracted by us. Traffic-generating posts are particularly prominent in the entrepreneurial category. I will talk about this category.

Entrepreneurship categories especially need to increase weight. To increase weight in this category, you need to imitate each other, but many people only go to this step and then stop. But in fact, recommending projects is the most difficult. If you don't increase weight, and you post a traffic-generating post like the one below right away, you will immediately violate "Point 4, Article 4".

Only when you have 200 followers or 300 likes, you can post project traffic, and the possibility of survival of the post and account will be greater. Of course, it does not mean that you will have no problems at all, but it means that the probability of being blocked or banned is lower.