The annual Double 11 has kicked off again. In addition to traditional e-commerce platforms such as Taobao and JD.com, social platforms such as Douyin, Kuaishou, and Xiaohongshu have all started their own Double 11 campaigns.
As a strong grass-growing platform in the hearts telemarketing list of young people, Xiaohongshu has always been the main battlefield for brand marketing and traffic grabbing. And whether you can use Xiaohongshu to expand the brand's voice and even convert sales, the key lies in: hot style notes.
The following will teach you how to plan and write notes on explosive styles, so that you can "kill" a bloody path in the massive content.
1. Explosion Notes = Millions of Free Traffic
Xiaohongshu used to have a small number of users, and bloggers had natural traffic dividends. Now the number of users has reached more than 200 million. There are more notes and more competition. It is a general trend for platforms to allocate telemarketing list traffic to high-quality content.
What is premium content? I think there are two criteria:
create value for users;
Users are willing to accept such content.
Because Xiaohongshu is a content distribution mechanism for thousands of people, it is recommended to a few people first, and if the feedback is good, it will be recommended to more people. And high-quality content is the premise of becoming a hot note, so hot notes often have a high number of views, likes, and collections, and can occupy a high ranking in the platform.
Consumers initially plant grass in Xiaohongshu by reading the notes of popular styles. After becoming interested in the product, they further search for product information in Xiaohongshu/Taobao to learn more, generate purchase intentions and browse in the store, and finally make a consumption decision to pay for the purchase.
In other words, Xiaohongshu’s explosive articles are crucial to the conversion rate of a product. Therefore, the brand will not give up this "cake".
2. Quickly create explosive notes
How to create a hot note, I have summarized 6 major steps here: first select the topic - write the title - write the text - optimize the cover - release time - avoid minefields.
1. step1: topic selection
The topic selection is not that complicated for brand owners, because the category is fixed, and the shortest way is to choose popular keywords to create content.
For example, if you are a brand that makes face masks, you can search for "mask" in the search box, and there will be many keywords. Just do it around these keywords.
For small and medium-sized brands, it is best not to make the keywords too "big", because the competition is not enough for big brands. We can try to narrow down the scope of topics so that products can be more accurately recommended to users.
Here we teach you the "subdivision method", including 7 aspects:
Subdivided into seasons: such as "winter skin care" and "summer matching";
Subdivided into methods: such as "weight loss methods" and "skin care methods";
Subdivided into the process: such as "makeup tutorial" and "beauty evaluation";
Subdivided into groups: such as "office workers' outfits" and "student party makeup";
Subdivided into products: such as "whitening essence" and "headphones";
Subdivided into festivals: such as "Tanabata gift" and "Double Eleven mask";
Subdivided into locations: such as "Hangzhou Hotel", "Shanghai Specialty".
2. step2: title
After you have a general topic selection direction, it is time to officially start writing notes. A good title is the key to an explosive article. Here are a few tips for an explosive article title.
1) Highlight keywords
In the title, let others get the features of your product at a glance, and highlight the keywords. For example, the planting of a mask brand:
Negative example: "Recommend a super easy-to-use mask". The positioning here is too vague.
Positive example: "Treasure moisturizing mask is a must for the student party!" The key words here are "hydrating" and "student party".
2) Arouse curiosity