Xiaohongshu's traffic code for the new year has been "mastered" by them

What new changes will there be in Xiaohongshu's ecological traffic in January 2023? Since January, which bloggers have mastered the traffic code and soared to the sky? This article selects several top bloggers in the Xiaohongshu platform's fan growth data since January 2023 as cases, and analyzes in detail the reasons why these accounts and content can continue to grow fans and produce hot products. Recommended for those who are interested in Xiaohongshu operations.

After 2022, what will the content ecology of Xiaohongshu look like in the new year? Let's take a look at the increase in fans in January 2023. We can see that compared with the increase in fans in December last year, the increase in the number of fans of bloggers in January has slightly declined, but still shows a good momentum.

Ranked first is the host @杨迪. The origin of this small peak in fans comes from his announcement on December 31, 2022 that he had started producing a new New Year's Eve song "跨". In the following month, he frequently updated Xiaohongshu to report to fans on the production progress of the single, and successfully released the song on January 21, 2023.

After a series of interactions, this incident sparked heated discussions on various social platforms, and the number of fans of Yang Di's account also continued to rise, eventually reaching 466,200 in one month.

Image source: @杨迪小红书 screenshot

Ranked second is the cross-dressing dark horse @氮菊 who became an internet sensation at the end of last year. At the beginning of the new year, she still relied on her imaginative cross-dressing series of videos to attract 405,500 fans; ranked third is the voice blogger @姜峰真的馋 who transformed herself into a "beating lemon encourager" through the use of clip sounds, pissing off the milk tea boy to death while gaining the attention of 393,900 new fans.

Among the remaining accounts, 7 bloggers have gained more than 300,000 followers, and 10 accounts have gained between 200,000 and 300,000 followers. Overall, the TOP 20 bloggers have performed very well in increasing followers.

From the perspective of account types, the list covers eight categories , including drama, talent, cute kids, beauty, cute pets, cross-dressing, emotions, and travel. The drama track has seven accounts on the list, which is still in an absolute leading position on the platform . In addition, the cute kids and cute pets tracks have also seen new faces on the list recently, with impressive performances.

Next, Kas will conduct a more detailed analysis of several representative accounts on the January follower growth list.

01 @梓洛拉, the increase in followers is all due to "parents understand you"

Kas has mentioned many times that it is difficult for bloggers with low fans to stand out on Xiaohongshu: that is, on Xiaohongshu, bloggers who can attract a large number of fans in a short period of time are mostly top creators whose original fan base already has more than 1 million. It is extremely difficult for new bloggers to quickly increase their fans from scratch.

So how did @梓洛拉 break the curse and stand out from the fiercely competitive drama track?

After browsing his account, I found that in June last year, the blogger posted a note "I got my account back" and officially started his stable updates.

In the early days, she mostly met with fans by sharing beautiful photos and life vlogs. As a Xinjiang native, she has a typical dark-skinned appearance, and her beautiful looks are very distinctive. Many fans were also impressed by her appearance when they first started paying attention to her.

On January 4, she tried to shoot a short story video for the first time - "Deep Restore! What is it like to have parents who understand you?" In the work, Lola played two roles, focusing on showing an open-minded mother who respects her daughter's wishes and even helps her daughter avoid relatives.

Image source: @梓罗拉Little Red Book screenshot

Just before the peak period of visiting relatives during the Spring Festival, such a storyline undoubtedly made the "contemporary social phobia" shed tears of envy, and greatly stimulated the fans' enthusiasm for interaction. In the comment area, many little red potatoes left messages to show off their "same" parents, and some people sought comfort from netizens after complaining about their own experiences.

Breaking through the previous form of expression also brought her data that surpassed the past. As of now, this note has 33,000 likes and 5,059 collections, which is several times the historical average data.

After this attempt, the blogger seemed to have found the traffic password of the account, and he continuously updated "What is it like when your parents understand you?" 2.0, 3.0... and also started a new series "What is it like when teachers understand students?", constantly enriching the "Understanding You Universe".

Image source: @梓罗拉Little Red Book screenshot

It is worth noting that in addition to transforming into a "plot account", Lola also adopted a higher frequency of updates, almost maintaining a daily update status throughout January , and the upper limit of her works was constantly refreshed, all of which contributed to the growth of this "new blogger".

In fact, from the recent outstanding performances of the drama accounts, we can see some common characteristics, such as an increasing preference for "serializing" a theme.

In addition to @梓洛拉's "Understanding You" series, @郑丽芬er's "Those Years" series, @丁郑美子's "Dance Classroom" series, and @派小轩's "Online Dating in Real Life" series... all have achieved quite good results.

When filming a series of works, creators often change the scene, characters, etc. to make the story present multiple directions, but they can all express the same emotion or theme to maintain the continuity of the work. This not only maintains the unity of the creator's personality, but also reduces the trial and error cost of the work, and can more accurately hit the viewing preferences of fans.

Image source: Xiaohongshu screenshot

In addition, the story setting is becoming more and more lifelike.

Compared with the romantic idol dramas, ghost hunting and other themes that were popular in earlier years, the story backgrounds and characters of the popular drama accounts recently have obviously become more lifelike, and more of the cameras are focused on the life fragments of ordinary people. This makes users feel more involved when watching and it is easy for them to develop an "empathy" emotion.

02 @His name is A Yuan, sincerity is the ultimate weapon

In April last year, Ayuan started his "amazing" trip, where he just went without any destination, with "escaping from the city" being his only goal.

Compared to ordinary travel bloggers who focus their cameras on the scenery along the way, Ayuan chooses to record more of the friends he meets along the way.

The road was closed in the mountains, and a strange grandmother generously took him in for a week with free food and lodging, without asking for anything in return; he stood on the streets of Chengdu for a night, and saw his own life from the stories of passers-by; he met a group of grandfathers who risked their lives to pick walnuts for 3 yuan per pound...

Image source: @他叫阿园Xiaohongshu screenshot

What you see in his videos is not only the scenery, but also the life that many urban people have never known. Kas saw such a message in the comment area, which may summarize the most valuable part of @他叫阿园's work:

"I really like this blogger. His writing and videos always make people feel the warmth of the world. In this bustling world, everyone may have their own unspeakable hardships, but under these hardships, there is enthusiasm and warmth that makes people cry. Every time I watch his videos, my nose is sore."

It is worth noting that in addition to being full of sincerity and warmth, the blogger also carefully designed the copy and logic for each video, which is even more eye-catching.

In Ayuan's eyes, Chongqing can be an underwater world where corals and Patrick Star live. Every person, every street, and every piece of clothing in the ancient town is very "unique"; the Guangzhou travel vlog can also be shot in a "rigid" news style... Under his lens, he always uses light-hearted and humorous words to record people's simplicity and kindness, and lead fans to feel the touching moments of the journey together.

Image source: @他叫阿园Xiaohongshu screenshot

In January this year, the phrase “These are all the friends I met this year” pushed everyone’s emotions to a climax:

During this "casual" trip to escape the city, Ayuan met a carefree friend who was not angry even when he hit his car; met an enthusiastic friend who had a hard time in life but took the initiative to lend a helping hand; met a generous friend who treated him with butter tea and beef jerky; met a simple friend who did not understand Mandarin but still treated him with bacon that he only ate during Chinese New Year... And the blogger himself will give back the virtues and kindness he learned from his friends to more strangers who are about to become friends.

Image source: @他叫阿园Xiaohongshu screenshot

The carefully polished copy not only demonstrates the creator's excellent writing skills, but also, combined with his attractive voice, makes the video more touching.

03 @沈子丞&@一只阿椒, tips for beauty in life

Xiaohongshu is a platform that focuses on beauty, and topics related to beauty often receive good feedback.

Unlike most bloggers who teach makeup and dressing, the content of these two bloggers focuses on "life beauty" tips, starting from the skin, body shape, face shape and other aspects, to help fans change from the source and create a state of "natural beauty".

Although the themes are similar, the two people's expressions are different and each has its own "traffic code".

@沈子丞, a male blogger who is dedicated to being every girl’s best friend, films his personal experiences into videos to help more fans become beautiful.

Analyzing the reasons for his success, he has a high appearance, but he is not reluctant to release photos of himself when he was an "ugly duckling". The cover of each video is made by comparing his real photos, which greatly improves the credibility of the content. In addition, he also knows how to make good use of the basic functions of the platform. For example, many of his videos use the "chapter division" function of Xiaohongshu, which can better improve the completion rate of the video.

Image source: @沈子丞Little Red Book screenshot

Secondly, his male identity makes him more recognizable and stands out among a group of beautiful bloggers.

Finally, and more importantly, he once shared in his notes that he “did not set limits” when choosing topics : hot topics, celebrities, gossip, variety shows. In short, he wanted to find topics that resonated with others. He did not need to be overly restricted to one vertical category, nor did he need to limit himself to producing content that he liked.

So in his account, we can see not only the sharing of detailed beauty strategies such as how to get rid of yellowness, save a sagging face, make eyes more lively, etc., but also some celebrity comments, drama recommendations, and even his sharing of his experience in self-media.

Another blogger @一只阿椒 uses animation as his content carrier, and the formula of "animation + plot + skills" runs through every work of the account.

Image source: @一只阿椒Little Red Book screenshot

His videos often set a scenario, and then he would provide fans with solutions to the situation and the beauty techniques behind it.

For example, the video "3 Bad Habits Are Making You Ugly" released in January was introduced from the life scene of "Who is ugly in a photo with besties is embarrassed", and the sentence "You were very cute when you were young, but because of 3 bad habits, you are getting uglier and uglier" hit the pain points of many people. The follow-up pointed out three small details: ponytail tied too tight, crossing legs, and not paying attention to oral hygiene, which made fans feel "something was gained from watching it".

Image source: @沈子丞Little Red Book screenshot

Because it is a completely real-life scene, everyone in the comment area also held the mentality of "correct what is wrong and encourage what is right" and discussed it enthusiastically. At present, the note has received 570,000 likes and 460,000 collections.

Although there are no real people appearing in the videos, the colorful images are equally eye-catching and more differentiated, successfully helping bloggers carve out their own place in the exquisite Xiaohongshu.

Which dark horse bloggers will emerge on the Xiaohongshu platform in February? Kas will continue to pay attention.

Author: Kas Data

Source: WeChat public account "CaasData" (ID: caasdata6)