The secret to Xiaohongshu's hit articles | Case analysis of the hottest notes in January

How to create a hit is still a headache for many Xiaohongshu operators. When publishing a note, they do not consider what factors make a hit article. If you want to operate an account for a long time, it is essential to analyze the hit notes. Let's take a look.

How to create a popular note? Think about which notes we usually click on when browsing Xiaohongshu. Think carefully about what attracts you when you click on a note.

Today we have broken down the hot articles in eight categories in January, namely beauty, personal care, home furnishing, fashion, cute pets, travel, mother and baby, and food . We hope that these hot factors can help all Xiaohongshu operators.

You can leave a message about the problems you are currently encountering when working on Xiaohongshu.

Xiaohongshu Hot Article Trends [Mother and Baby Products]

The majority of Xiaohongshu's maternal and infant category users are in first- and second-tier cities, and are concentrated in the consumer group aged 25-34. When the consumer markets in first- and second-tier cities are relatively saturated, cities below the third tier have relatively greater potential.

From the perspective of segmented searches, affected by the seasons, searches for baby facial cream product terms on Xiaohongshu have increased significantly and have fluctuated greatly. Product terms change with the seasons.

01 Analysis of the Hottest Articles on Xiaohongshu - Beauty

Case 1: Mastering the "6c two-piece method" makes your nose so straight

(Data: 14w likes, 11w favorites, 1570 comments)

The popular title of Xiaohongshu: "6c two-block method" illustrates the simplicity of makeup steps, attracting everyone's curiosity and spontaneous desire to take a look. The simple steps give users the feeling that "anyone can learn it with hands", and "too straight" shows the result, which can be easily learned by people with clumsy hands.

The cover of a popular article on Xiaohongshu : The cover directly shows that the blogger has drawn a realistic nose on his face. Having two noses on one face makes people feel very surprised and makes them want to take a few more glances, making more and more women want to learn more about the techniques.

The hot article on Xiaohongshu: The blogger directly said "leave Asia and join Europe" at the beginning in an exaggerated way, which gave the viewers more confidence. The blogger's hands-on teaching and step-by-step presentation of the results further reflected the authenticity of the video. It is also very simple and practical to operate, which gave substantive suggestions directly to many people who have such needs.

Comments on the popular article on Xiaohongshu: There was a lot of "so strong" comments in the comment section, and some people said "I must learn how to put on makeup well in the future." This gave more confidence to many people who don't know how to put on makeup. It's a simple method that can create beauty, and it's hard not to love it.

Copy homework: Capture user needs in the first 5 seconds of the video. As long as the needs are captured, users will be more interested in the areas of need. In the area of ​​beauty, magnification and refinement are the key, and contrast and differentiation are the manifestations of skills . When sharing, the blogger describes the steps in detail and teaches step by step so that the audience can better understand. This type of note is more likely to stimulate everyone's desire to act, so the interactivity is also good.

Case 2: For personal use: A complete set of student makeup for less than 200 yuan

(Data: 120,000 likes, 74,000 favorites, 1,001 comments)

Title of the popular article on Xiaohongshu: Keywords in the title: "personal use" and "no advertising" further reflect the authenticity of the blogger's sharing, while the number "200" and the word "student" correspond to each other. It is hard not to love the affordable wool, and the full set shows that the price of the product is not high, targeting a certain group of people.

The cover of a popular article on Xiaohongshu : The big words on the cover are particularly eye-catching, the word "affordable" is also a demand, and the blogger on the cover also appears with delicate makeup and products, making people want to take a look.

The hot article on Xiaohongshu: The blogger asks in the beginning, “Do you know what affordable is?” which leads to the following content. The products shared in the content are “simple and refined”. The blogger does not say much when sharing products, but can show the name, texture, and price of the products, so that everyone can choose to compare spontaneously. For a makeup look, it covers all aspects without being verbose.

Comments on the popular article on Xiaohongshu : In the comment section, there are fans who act as class representatives and list the products introduced by the blogger. There are also fans who ask about the steps to use the products and applaud the blogger. The fans' substantial recognition is the icing on the cake for the blogger.

Copy homework: "Affordable" has always been what everyone pursues, and affordable and easy to use is what everyone wants. Displaying products does not need to be too complicated, as long as the highlights of the products are shown, it is easy to attract attention. However, products that are too cheap may arouse users' doubts. Now users are more inclined to efficacy and results.

02 Analysis of the hottest articles on Xiaohongshu - Personal Care

Case 1: Poor girl’s white goods | Highly effective whitening king for as low as 3 yuan

(Data: 13,000 likes, 6,560 favorites, 76 comments)

The title of the popular article on Xiaohongshu: The title defines the target audience as those who want to whiten their skin. Everyone loves beauty, and it is very attractive to people who have needs, whether they are men or women. Secondly, "as low as 3 yuan", "highly effective", and "the king of whitening" use numbers and exaggeration to get high results at low cost, which further attracts users.

The cover of the popular article on Xiaohongshu: the blogger brings the product to the cover. It can be seen from the cover that it is a collection of notes, but the blogger’s cover words "Whitening with little money" and "Low-cost whitening" have captured the needs of users again.

Hot content on Xiaohongshu: The blogger demonstrates facial skin care and body care one by one, allowing everyone to do whitening care in a more comprehensive way. He personally tests and shares his experience on each product. Secondly, he not only introduces the advantages of the products, but also shares their disadvantages. This makes it look more real to readers and does not sound like an advertisement, making it easier to accept.

Comments on the popular article on Xiaohongshu: Everyone in the comment section said that whitening is indeed a direction that everyone pursues, but everyone should choose the right products according to their skin type. Remember not to follow the trend blindly. This is also conducive to bringing readers and bloggers closer together.

Copy homework: First of all, there is a "whitening" label in the notes. For product recommendations, combining the pros and cons can allow users to better choose products that suit them. As for the whitening category, it extends in multiple directions such as face and body, so that users can judge which one is suitable for them according to their own needs.

Case 2: This is really a great way to remove yellow teeth!

(Data: 2w likes, 16w favorites, 54 comments)

The title of the popular article on Xiaohongshu: The title uses emotional words + results to share the content. "Yellow teeth" highlights the demand, while "awesome" indicates the effect of the product, and uses exaggerated words.

Cover of a popular article on Xiaohongshu: The cover directly uses a product picture as the first picture. If there are no large font labels, people would probably directly judge this type of note as an advertisement. The pain points plus results can be said to be the finishing touch.

Hot content on Xiaohongshu: Although the blogger uses a product picture as the first picture, the focus when creating the content is not on sharing the product, but on sharing the care steps, skills and even techniques step by step. Moreover, they are all based on the blogger's personal use, which further reflects the authenticity of the content and makes people feel like they can really grasp it in their notes.

Comments on the popular article on Xiaohongshu: Everyone praised the notes and said they would collect them immediately, which shows that the blogger's notes are indeed helpful to some people in need. In addition, some people asked the blogger questions about the problem of yellow teeth, which directly brought the blogger and fans closer together, and fans are more looking forward to the notes that the blogger will share later.

Copy homework: The easiest mistake to make when introducing a single product is to over-exaggerate the product’s efficacy. This may backfire if users don’t see much effect after purchasing it. Introducing the product in a way that is close to life, scenarios, and usage tutorials will give users a stronger sense of involvement.

The more reliable the tutorial is, the easier it is for users to be convinced . For example, the "Bass brushing method" used in the notes is the correct brushing method recognized and recommended by many medical staff, which can easily deepen the user's conviction.

03 Analysis of the Hottest Articles on Xiaohongshu - Home Furnishings

Case 1: Why should I watch ads when I bought a TV?

(Data: 64w likes, 54w favorites, 3112 comments)

The title of the popular article on Xiaohongshu: The title uses a current hot topic. "You need a membership to watch TV" has always been a hot topic and has its own traffic, so it will naturally make readers want to click in to see the blogger's insights.

The cover of Xiaohongshu’s popular article: “God-level software” echoes the title, and the praise leads to the following text, which is what kind of software can avoid the developer’s business practices.

Hot article on Xiaohongshu: The blogger shared several APPs from movies, live broadcasts, and sports one by one. This perfectly solved the problem of TV requiring membership, which is a headache for everyone at the moment, and directly provided everyone with very practical help.

Comments on the popular article on Xiaohongshu: Everyone said that the blogger's notes were published in a very timely manner. During the Chinese New Year, when everyone turned on the TV, they did see various membership and advertising issues, and the blogger's notes did solve the problems for everyone. There were also people who asked the blogger to share installation tutorials and urge for updates, which further enhanced the stickiness between readers and fans.

Copying homework: Hot topics themselves carry a certain amount of traffic, and for this type of notes, being able to provide a good solution, being able to gain something from the notes and solve the problem is actually the best of both worlds.

The free TV software recommended in the note solves the needs of users who now buy cable TV or watch commercials but need to become a member. It serves as a reference. Free things are more attractive, and it seizes the user's mentality of getting something for free.

Case 2: Good value for money domestic products, why didn’t I know about it earlier

(Data: 63,000 likes, 26,000 favorites, 151 comments)

The title of the popular article on Xiaohongshu: The title directly explains that the note belongs to the category of sharing good things, "affordable" targets the right group of people, and the word "value for money" is attractive in itself, and the word "why didn't I know it earlier" points out the title and leads to the following text.

The cover of the popular article on Xiaohongshu: The layout and color tone of the cover look simple and clear, giving people a very comfortable feeling, and the commonly used items in daily life combined with the words "affordable cleaning products" seem to have a different kind of appeal.

Hot content of Xiaohongshu: It has to be said that good-looking things can always refresh people's eyes and ears. The blogger develops topics one by one from the appearance, function and effect of good things. Moreover, things like these commonly used things in life can be made good and exquisite, and the blogger shows it vividly.

Comments on popular articles on Xiaohongshu: Many readers resonate with the blogger's recommendations, and articles like this that show results and usage process are often more authentic. The readers' real usage experience is also shown in the same frame, which adds to the blogger's influence.

Copy homework: The choices of small household items and large furniture are very different. Household daily necessities have always been indispensable to people. Users are more willing to pay for products with high cost performance. Products that are both practical and cheap are the type of products that most users will choose for household items.

04 Analysis of the hottest articles on Xiaohongshu - Fashion

Case 1: There’s really no need to buy expensive things like these for boys!

(Data: 7763 likes, 5626 favorites, 51 comments)

The title of a popular article on Xiaohongshu: "These things for boys" is targeted at boys. The sharing of "male products" has always been relatively unpopular, and there is really no need to buy expensive ones. It gives people a sense of reversal and arouses everyone's curiosity.

The cover of a popular article on Xiaohongshu is in the form of a puzzle. The upper cover features a boy, while the lower cover is a collection of products described in the content, illustrating the products the blogger wants to share. These seemingly simple little objects, combined with the blogger's exquisite image, give people a certain amount of imagination as to what can be achieved by combining them together.

Hot content on Xiaohongshu: The blogger shared from several categories including "inner wear, accessories, socks, and pajamas". These things may seem ordinary, but the blogger was able to make the best use of their strengths and avoid their weaknesses. There are also shops that share good products for everyone to refer to for themselves.

Comments on the popular article on Xiaohongshu: Everyone in the comment section expressed their appreciation for the blogger’s sharing. For those who have difficulty making choices, everyone can get what they need from the blogger’s notes.

Copy homework: Bloggers share their excellent experiences after using a series of products to reflect their "authenticity" and resonate with users. Clothing users pay more attention to the matching degree, color tone, product appearance, and the display of the effect on the body .

Case 2: Early spring outfit, 49 pink round neck sweatshirt + retro mopping pants

(Data: 1012 likes, 335 favorites, 16 comments)

The title of the popular article on Xiaohongshu: The title directly defines the type of note, which is outfit sharing, and the "49" echoes the "sweatshirt + mopping pants" behind it, highlighting the cost-effectiveness.

The cover of the popular article on Xiaohongshu: The background used on the cover was taken in IKEA, and the style and background matched by the blogger are also very coordinated, which makes people feel particularly comfortable and makes it easy for people to see if they can fit in and click in to watch.

The hot article on Xiaohongshu: The blogger first shared his height and weight. The good thing about this is that people with the same or similar height proportions can directly apply it. If the style suits them, they can also refer to the purchasing channels provided by the blogger and buy it directly. It can be said that this is especially suitable for lazy people.

Evaluation of the popular article on Xiaohongshu: Fans are directly attracted to the product through the blogger's notes, and some ask about how to buy it. The blogger also patiently answers the source, and can also give his own suggestions for different questions from fans, making it easier for people to accept.

Copy homework: Many dressing notes are bloggers sharing different dressing styles and giving everyone some suggestions. You can use them as a reference. For many clumsy or lazy people, this type of notes can be said to be particularly suitable.

05 Analysis of the Hottest Articles on Xiaohongshu - Cute Pets

Case 1: DIY cat toilet, a cheap and easy-to-use cat litter box, suitable for pets in small apartments

(Data: 7992 likes, 6621 favorites, 322 comments)

Hot article titles on Xiaohongshu: The titles use segmented population + events + results . For cat owners, dealing with cat litter is indeed a headache. People with the same needs will naturally want to learn from others’ experiences.

The cover of a popular article on Xiaohongshu: The scene of a cat and a cat bed on the cover looks particularly simple yet beautiful. The blogger said it was DIY, but added "a corner of a 26-square-meter apartment" on the cover. This is consistent with the content shown on the cover, which is difficult to achieve in real life, so people who see it spontaneously click in to watch.

The hot article on Xiaohongshu: The notes first summarize the problems encountered in raising cat beds and cat litter, which has caught everyone's attention in the early stage. Later, the steps and methods of making cat beds are gradually shared. Some special attention points are also emphasized, which makes readers feel particularly safe. In addition, the sources of the products that appear in the notes are directly marked, so that people in need can directly copy and use them. Why not?

Comments on the popular article on Xiaohongshu: The blogger also specifically stated in the comment section that cats are just cats, and each cat has a different way of being kept in captivity. The tools he provided are just for reference. In this way, everyone can share the blogger to the best of their ability. Secondly, many people share their professional knowledge in the comment section, so other fans can also gain other benefits.

Copy homework: The sharing of pure dry goods can be classified in detail. Pet keeping has always been a sensitive topic and it is difficult to make a conclusion. You can regard this type of notes as the transmission of knowledge or the sharing of experience, which is also a good direction.

The DIY format can promote users’ hands-on ability, and when users are following the video to make products, they will watch the video content repeatedly, which greatly promotes the completion rate of the notes.

06 Analysis of the Hottest Articles on Xiaohongshu - Travel

Case 1: It’s over, my tent is surrounded by wild animals

(Data: 27w likes, 3w favorites, 1614 comments)

The title of the popular article on Xiaohongshu: The title uses emotional words + exaggeration of events . In people’s conventional thinking, a tent surrounded by wild beasts is a particularly dangerous thing, which makes everyone want to see what happened to the blogger and triggers users’ thinking.

The cover of a popular article on Xiaohongshu: There are several cute pets as the protagonists on the cover. It is hard to associate these dogs with wild beasts, which gives people room for imagination.

The hot article on Xiaohongshu: The blogger’s opening words “It’s over, my tent is surrounded by wild beasts” heightened the tension in the atmosphere, but when the tent was opened, there were indeed several cute pets playing outside the tent, which was quite interesting. The blogger was traveling on a motorcycle with several cute pets, and many people would be curious about how he got through the journey, but the scene of the blogger gently feeding the dogs warmed people’s hearts.

The popular comment on Xiaohongshu: Everyone is really touched by the cuteness of such a harmonious picture. It is hard not to love such a cute style of painting.

Copying homework: Sometimes expression is also a kind of homework. It is also a good method to focus people's attention in the early stage and then share contrasting pictures. Exaggerated text expression + pictures will arouse users' curiosity to a certain extent.

Case 2: Collection! 5 great tools for taking your kids camping, proven to be fun and cost-effective

(Data: 6463 likes, 7268 favorites, 108 comments)

The title of the popular article on Xiaohongshu: The title adopts the form of suggestion + event + result , and selects the sharing of good things for mothers to travel with children, which has always been of great concern to everyone. For mothers who take their naughty children out, this is simply the sharing that hits the heart.

Xiaohongshu's hot article cover: The tent shared on the cover echoes the title "camping", and the few unguessable words create suspense and make people want to click in to read it

Hot article on Xiaohongshu: The blogger started with children in mind from camping storage to tents, and for family trips, what is more important than children’s happiness? The blogger happened to connect with some games that both adults and children can play, which is exactly what everyone likes.

Evaluation of the popular article on Xiaohongshu: Some people in the comment section were really inspired by the blogger’s sharing, and some fans said they wanted every one of them, which shows that the blogger’s sharing does provide substantial suggestions to those in need.

Copy homework: The blogger recommends good things by personally demonstrating his own camping experience. This further enhances the "authenticity" of the subject. Everyone can watch the blogger play with the feeling of going camping themselves and then recommend good things.

For notes about outings, the on-site environment and the way of playing have become the focus of users. For example, the location, method, photography, outfit, etc. of camping have gradually become trends.

07 Analysis of the Hottest Articles on Xiaohongshu - Maternity and Baby Products

Case 1: During pregnancy, she often wore makeup, raised cats, and ate snail noodles. Later, she unexpectedly…

(Data: 120,000 likes, 13,000 favorites, 1,475 comments)

The title of a popular article on Xiaohongshu: "Pregnancy period" identifies the target group as pregnant mothers. The event in the title shows users that there are many things that can be done during pregnancy. These are things that many pregnant mothers want to do but are worried about. In the end, the blogger leaves suspense, giving people room for association.

The cover of a popular article on Xiaohongshu: The cover is a delicate pregnant mother, and adding the title on the cover creates a huge contrast, making people want to see how the blogger spent her pregnancy.

Hot content on Xiaohongshu: The content blogger shared her free-spirited life of putting on makeup and raising cats during pregnancy, which made many pregnant mothers envious. However, this is indeed something that many people want to do but dare not do. The blogger used her own life to tell everyone that the most important thing during pregnancy is to be in a good mood, and the baby will also be healthy during delivery. This is also an invisible encouragement to many new mothers.

Comments on the popular article on Xiaohongshu: While sharing her notes, the blogger also told everyone not to let themselves be too depressed during pregnancy. She did not ask everyone to blindly follow her approach, but to tell everyone how to live happily. Many people resonated with her ideas in the comment section. It has not been easy for mothers to become mothers, so they should relax during pregnancy.

Copy homework: Bloggers use the sharing of life notes to let more people have a correct view of pregnancy and themselves. Many times, they abandon the pregnancy experience of the old era. These notes can generally give many mothers some personal experience.

Case 2: Experts say that the lazier your mom is, the happier she will be. This time I stand with the experts!

(Data: 16w likes, 13w favorites, 3132 comments)

The title of the popular article on Xiaohongshu: The title uses the words of experts, which increases the credibility, and the lazier the mother is, the more curious people are, and they want to see how the blogger integrates the expert's words into daily life.

The cover of the popular article on Xiaohongshu: The "baby's perspective" on the cover looks quite interesting. Nowadays, many people look at children from their own perspective, and few people can really know what is in the eyes of children.

Hot article on Xiaohongshu: The blogger installs a camera on the baby to record the child's daily life. You will find that there are many details in the child's life that we cannot see, and the child is more capable than we imagined. You can also see from the child's perspective how the child cares for the mother, which is quite interesting. It indirectly inserts the recommendation of good things and directly shows the effect of the baby using the camera, which makes it more authentic.

Comments on a popular article on Xiaohongshu: Many people were touched by the innocence of children after seeing their perspectives. Many mothers felt that it is really easy to raise a child and that children’s growth is something that exists.

Copy homework: Many of these notes share experiences through events. Many people will have different feelings after reading such notes. If someone else shares it and you put yourself in their shoes, it will be more convincing. And this can be a suggestion that can be directly adopted.

08 Analysis of the Hottest Articles on Xiaohongshu - Food

Case 1: I have eaten glutinous rice balls for nothing for so many years. My boyfriend made and fried glutinous rice balls.

(Data: 60w likes, 28w favorites, 4441 comments)

The title of the popular article on Xiaohongshu: The title uses the method of emotion + event . It seems to be something everyday, but it seems to be different. It asks the boyfriend to motivate the girl to forward it to her boyfriend. The more times it is forwarded, the more it is beneficial to increase the weight of the note.

The cover of the popular article on Xiaohongshu: The color of the cover looks particularly appetizing. For the cover of food, the color display and prominent text are the prerequisites for arousing users' desire to make and eat.

Hot content on Xiaohongshu: The blogger narrates the content in a cute tone, which adds a unique fun to the video. The practical teaching from production to finished product does not seem difficult to operate, and the finished product looks particularly appetizing, which makes many people unable to resist the urge to give it a try.

Hot comments on Xiaohongshu: Everyone shared their own cooking experience, and the comment section was very lively. Some people also said that by learning from each other in the comment section, they could also get a delicious fried glutinous rice balls.

Copy homework: Tutorial notes are simple to operate, giving people a sense of being able to do it if they try. Especially for foodies, they can arouse everyone's desire to try it out. The interaction of this type of notes has always been very good.

Case 2: Low-calorie snacks for watching TV series, showing off without gaining weight, and asking friends to buy them

(Data: 21w likes, 19w favorites, 869 comments)

The title of the popular article on Xiaohongshu: "Chasing TV series" determines the scene, "snacks" determines the content of the note, and the two words "low-calorie" and "not fattening" indicate that the recommended products are foods that will not make people fat. Not gaining weight is what girls want, and it can arouse users' desire to eat.

The cover of a popular article on Xiaohongshu: The cover shows the blogger holding various snacks, and the big words "must-stock", "healthy", and "low-calorie" on the notes mean that in the eyes of many women, these are good things that can bring both happiness and body shape, and are hard to refuse.

The content of the popular article on Xiaohongshu: The blogger first threw out an introduction to weight loss, and then showed the comparison of his own body shape, which caught everyone's attention in the early stage. After that, the good things shared by the blogger became more credible, and the blogger also said during the sharing process that they were what he often stocked up and they looked very healthy.

Comments on the popular article on Xiaohongshu: The comments section said that some of the good things shared by the blogger have been eaten, and the feedback was that the taste is good, but for things like losing weight, it also has a lot to do with self-management.

Copy homework : The blogger grasped the psychology of everyone who is concerned about not gaining weight, started sharing, and combined his own living habits to recommend good things to everyone. Sharing good things for fans who want to eat snacks but don’t want to gain weight is also a good method.

09 Xiaohongshu Hot Notes Copy Homework

1. Popular content is repetitive

When a hot article appears in your notes, continue to extend your notes around this topic. Hot notes are similar, with slight changes in the topic and details. When this topic and content no longer have hot articles, we will move on to the next content innovation. However, after a year or two, bring out this topic again and re-create it, and you will find that it can still produce hot articles.

The prerequisite for creating a hit product is to learn how to disassemble and analyze it, borrow, transform, and innovate good content, and then integrate it into your own content. I believe everyone understands the principle of changing the soup but not the medicine.

2. Content is altruistic

That is, don't immerse yourself in your own thinking, try to think altruistically. The latest inspiration I got is to have a product mindset and make every note your masterpiece.

Content refuses to be self-indulgent and self-centered. Content starts from the user's perspective and needs. Ultimately, content will eventually be displayed to users. Whether your content can help users and meet their needs is good content.

3. Combine with the times/trends

In recent years, camping has gradually become a hot topic. With the new year spanning the Year of the Rabbit, the popularity of keywords related to 2023 will gradually increase. For example, the recent New Year, New Year atmosphere, rabbit and other related topics can also be surveyed through third-party data, and notes can be created on topics with high recent interaction volume.

(Image source: Xinhong Data)

Summarize

To create a popular note, the key is to continuously output original high-quality content. It is unpredictable whether a note will become a hit.

While continuously updating your notes, remember not to rush into updating them. Instead, check the status of your own account frequently to fill in any gaps in a timely manner.

Author: Zhuang Jun

Source: WeChat public account "Zhuang Jun (ID: zhuangjunweixin)"