These 4 bloggers gained 100,000 followers on Xiaohongshu in a week. I summarized these 4 operating experiences

Several bloggers have gained amazing followers on Xiaohongshu, some of whom have gained more than 100,000 followers in a single week. The key is that they do not have Hextech notes, but they look simple and can even be mass-produced. The author of the following article analyzes it for you, let's take a look.

Recently, when I was browsing Xiaohongshu, I found that there are several bloggers who have gained amazing followers on Xiaohongshu, some of whom have gained more than 100,000 followers in a single week. The key is that they do not have Hextech notes, but they look simple and can even be mass-produced. Today I will focus on analyzing them for you.

1. Emotional blogger: Xuanshi - Human relations and worldly affairs class

Introduction: Mainly sharing the ways of the world, the highlight is the daily series of one heart eye. The number of fans is twice as fast as the number of likes and hides, indicating that the conversion rate is extremely high. In the past month, the number of fans has increased by nearly 208,000+, and the number of fans of the whole network of the ways of the world exceeds 4 million+. Now it is renamed Xuanshi-the courses of the ways of the world, and there are many accounts of the same type with more than 100,000 fans.

Figure 1: Background data of the social skills class

Highlights

Topic selection: Xiaohongshu users are mainly female users, and they are more interested in topics about human relationships. In terms of its topic selection, topics such as gossip behind people's backs, home visits, and visiting leaders are all topics that can arouse users' interest.

Series: One idea + theme every day, with serialized and systematized topic selection.

Word usage: Xinyanzi has a strong cultural matrix. Many users come into contact with and use it in daily life. When using this word, users will naturally want to click. This also reminds us to use more matrix words with cultural matrix that can stimulate users to click when writing notes.

Disassembling the recent note with more than 41,000 likes and comments

Figure 2: Popular topics in the Human Relations and Social Skills class

Cover: One heart + symbol + text for each day, the next page analyzes the heart, the third page introduces yourself and adds personality;

Title: Share a pound of secrets every day | Gossip behind the back (Secrets and gossip behind the back are both super keywords)

Text: No text, just add various tags of human relations and worldly wisdom

Summary: When writing notes, use emotional core keywords to mobilize user emotions. For those who don’t know what kind of blogger to be in the early stage, you can also do something like a daily sharing series. With serialized topics, users will be more enthusiastic about it.

2. Knowledge blogger: Words and words

Introduction: Sharing interesting words and phrases, educational blogger, mainly with pictures and text notes. Currently has 418,000 followers, 422,000 likes and favorites, and the account gained 35,000 followers in a single day.

Highlights:

Question: The question mark in the cover will make users suspicious after seeing the cover, which will naturally increase the click-through rate. At the same time, because of the question mark, the comment area below will increase greatly, improving the interaction rate, which is the key to the growth of the account.

Figure 3: Words and Words cover settings

Vertical: 129 notes were published, with the same cover and content. The cover was in the form of a grid, which is also the most common way for users and they are more willing to click on it.

Useful information: There will be a corresponding explanation behind each word. In addition, the fan profile is mainly composed of students aged 18-24, who are curious and eager to learn.

Figure 4: User data of Zicijun backend

Disassembling recent notes with over 10,000 likes, reviews and comments

Figure 5: Familiarity with recent popular articles by Zicijun

Cover: The usual way, the cover of light and shadow with a grid, the first word with pinyin, the second with a question mark, stimulates the user's curiosity. The second cover mainly explains the meaning of the word to increase the content.

Title: One word a day | Familiarity

Tags: learning, words, learning check-in, words

Summary: Question-type pictures and texts can stimulate users' interest and prompt them to click, and then provide explanations to increase the content of the notes and stimulate users' enthusiasm for interaction.

3. News blogger: One minute before bed

Introduction: A news blogger who updates domestic, foreign and local hot news. He has published 15 notes on Xiaohongshu, but has 158,000 fans, 62,000 likes and followers, a fan-to-like ratio of 1:0.4, and an extremely high user-to-fan rate. According to the Huitun background, the number of fans has increased by 132,000 in the past 30 days.

Figure 6: One minute before bedtime data background

Highlights:

Vertical: One minute before going to bed, you can know everything about the world. The account focuses on news categories. There are few competitors in this field. The naming and title also emphasize the news attributes, and the account has a high verticality.

Continuity: Because it focuses on news, there is news every day, and the cost of content production is relatively low. You can find the latest information from various platforms to form a note.

Color: Because it is one minute before bedtime, the recent color tone of the notes is also black, which is more in line with the user's reading habits.

Duration: News knowledge density is high, and users stay longer. When note interactions are high, the system is more willing to promote notes to users who are more interested in them.

Disassembling recent notes with over 6K likes

Figure 7: One minute before bedtime data background

Cover: A large collection of news content, with two versions, one in night mode and the other in normal mode, to facilitate reading for different users.

Title: One minute before going to bed, know everything about the world 20230206;

Main text: Excerpt from a passage by Teacher Xingyun, with a news and information tag added.

Summary: News information is more likely to stimulate user interaction. Looking through user comments is also an evaluation of news events. Once user comments are stimulated, the interaction volume of the notes will be higher.

4. Learning blogger: Heyi Study Club

Introduction: Share financial knowledge and business thinking, investment-related categories. The introduction says that he has spent 15 years researching nearly 1,500+ companies, sharing knowledge about various Internet companies. The core is to learn about one brand a day. The number of fans has increased by 92,000 in the past six months, and the number of fans has decreased recently.

Figure 8: Backstage data of Heyi Study Club

Highlights

Type: Analyze one company a day, mainly popular companies, such as Mixue Bingcheng, Manner Coffee, Heytea, Moutai and other brands. The brands themselves have their own traffic, and when searching for brand information, her notes will also be searched, which is also a kind of leverage.

Useful information: Click on any note at random, and you will find it full of useful information, including company profile, development history, operating data, number of stores, entrepreneur stories, profit situation and stores. It is also full of useful information for novices.

Vertical: Focusing on business and finance, the system has a high degree of verticality, the system is more willing to recommend, and the interaction data of the corresponding notes will also be higher.

Disassembling the notebook with over 18,000 likes recently

Figure 9: Backstage data of Heyi Study Club

Cover: Mixue Bingcheng LOGO + learning about a company a day, is also an informative cover. Users are curious about what this cover is and want to learn more about it. The pictures behind it are all related introductions, development history, business data, and the background of the founder.

Title: Studying a company in one day: Mixue Ice City

Text: The article is introduced with the advertising song of Mixue Ice City;

Tags: listed companies around me, business cases, business thinking, etc.

Summary: Users are more interested in learning about knowledge notes. The users below are also commenting that they love this channel and ask who does the marketing, etc. This shows that everyone still wants to learn more. For novices, each article is still very informative and they are willing to like and collect it.

From the perspective of these four high-growing bloggers on the platform, I have summarized the following four operations that are worth considering:

1. Differentiation

These four types of bloggers basically belong to the differentiated categories of Xiaohongshu. They directly or indirectly develop the categories and make users shine. As more and more users use Xiaohongshu as a learning platform, users will pay more attention to this kind of learning content.

At the same time, we see that these differentiated contents will form a series. This series does not require too much effort to select related topics and can be operated in batches, which also reduces the difficulty of starting an account.

2. Familiarization

Familiar topics, familiar formats, familiar layouts, borrowing users' existing cognition to write notes, and teaching teachers about the ways of the world. These popular contents have existed on other platforms for a long time, and they are grafted onto the cultural matrix that users are familiar with, allowing users to click quickly.

For example, the Zicijun Tianzi grid method and Heyou placing well-known companies in the middle are also utilizing the original cultural matrix. Xiaohongshu's operation still follows the stimulus-response principle. Content that users are familiar with is more likely to stimulate clicks, especially action instructions.

3. Curiosity

Users are naturally more willing to click on the cover because they are curious about it, so the click-through rate of the notes is high. At the same time, because of the usefulness of the notes, when the useful content is provided to users, users are more willing to like and comment, especially, so the interaction rate of the notes is high.

This is also the principle of ranking likes and comments on Xiaohongshu notes at CES. The higher the score, the larger the traffic pool. So far, the traffic of the notes is getting bigger and bigger, and the interaction data is also getting higher and higher.

Figure 10: Xiaohongshu Notes CES recommendation mechanism

4. Monetization Thinking

The first three points are all affirmations of the accounts, but these four accounts also have a core problem, which is monetization. Whether in terms of advertising placement, selling goods, or columns, they do not provide deep value to users.

It is recommended that such accounts increase their personalities through real-person appearances in the later stages. For example, Heyi Study Club is also increasing its personalities through real-person appearances. On the other hand, such accounts can also be sold, and brands that match the attributes of the target audience can be sold.

Author: Jianghe Team

Source: WeChat public account "Jiangheliaoyingxiao (ID: jiangheliaoyingxiao)"