How to operate the content of Little Red Book

Behind the explosion of Xiaohongshu, there is a small red book with a reproducible content operation strategy. How does it operate the community? Next, this set of replicable content operation strategies is analyzed from three aspects. The content expansion direction of 0 1 xiaohongshu is the basis for the implementation of all subsequent content operation strategies in a community. If you go in the wrong direction, your efforts will be in vain. From 20 13 to now, Xiaohongshu has experienced a cold start when it only serves female users who plan to go shopping in Hong Kong, female users who are interested in overseas purchases, online shopping users who buy cross-border goods at home, and today's lifestyle sharing platform. The target users have been expanding, so the content direction is getting wider and wider. How to determine the content direction? After the content direction is determined, how to make a topic and choose a topic? What kind of content is quality content? Below, I will analyze the content direction of Little Red Book from four angles. 1) Content Positioning 1 Analysis of target users of Xiaohongshu According to the data provided by iResearch App Index, the main users of Xiaohongshu come from first-and second-tier developed cities, and the pictures of young women after 90 who love beauty and pursue exquisite life come from Jianyi App. The picture comes from the content positioning of Jane App② Little Red Book. For such a user group, the content orientation of Xiaohongshu is to provide fashion, skin care and lifestyle guidance for young girls who love beauty. 2) Content Topics Content topics should be related to positioning. At present, the little red book covers 18 topics such as fashion wear, skin care and makeup, and stars. The content related to girls' life is the content topic category of Little Red Book. This can be seen from slogan's "Mark My Life" in Little Red Book. At present, the little red book covers 18 topics such as fashion wear, skin care and makeup, and stars. In this way, the classification of topics is not achieved overnight. At the beginning, in order to attract women who like shopping, they just did topics such as beauty, skin care and fashion wear. Later, Xiaohongshu added and adjusted the topic according to the analysis of users and content data of the platform. 3) Content selection The content selection of Xiaohongshu mainly comes from two aspects: one is to split the topic with relevant keywords around the topic; The second is to chase hot spots. (1) around the topic, use related keywords to split the topic. Under different topics, the dimensions of topic selection are different, including the dimensions of user growth path, user life scene, category and so on. Take the topic of "fashion wear" as an example. The following topics are classified according to categories. For example, bags worth buying, wearing and sharing in a week, the most beautiful bare boots in winter, the summer matching formula of denim skirts, and the hottest designer brand in Korea. 2 chasing hot spots, for example, when the World Cup started recently, Xiaohongshu did a lot of related topic planning. For example, # Watch the World Cup with crayfish #, # World Cup Carnival Color #, # World Cup Watching Artifact #, # World Cup Best Fans # and so on. 4) Content unit A content unit refers to the smallest useful content in a product, which can be graphics, videos or even content with a specific structure. The content units of Little Red Book are "notes" and "videos". A high-quality Internet product must have its own high-quality content unit, and Little Red Book is no exception. The content unit of Little Red Book first meets the following two characteristics: ① The notes and videos that can be deconstructed in Little Red Book are very clear in structure, which is convenient for users to read on the one hand and reduces the production cost of users on the other. When new users publish notes, they don't need to think about what to put and how to put them, because Little Red Book has provided templates. Taking notes as an example, the content structure of notes includes: user information, pictures, labels, titles, words, likes, comments, collections and related notes, and some notes also include purchasable goods and similar goods recommendations. ② You can participate as a UGC sharing platform. With the expansion of scale, most of the content units of Little Red Book are created by users. High-quality notes and videos in Little Red Books usually meet the following three characteristics: ① Independent high-quality notes/videos can produce value to users independently. A high-quality note can ensure that users will gain something after reading it. ② It can be concluded that high-quality notes can be included in the corresponding categories. If it doesn't conform to the content of the little red book, it is difficult to classify it. For example, although many people like to watch Duanzi, it can't be accepted in any category in Little Red Book, so it can't be exposed and recommended. ③ Integrable quality notes can be organized and integrated in any form. Users will collect their own albums when they see high-quality notes; Editors will also include high-quality notes under corresponding topics, or include them in official accounts and recommend them to more users. It is observed that high-quality banknotes collected by the government usually have the following characteristics: a. The pictures are beautifully taken and the labels such as brand and price are as complete as possible. B. Have detailed actual combat experience and plenty of dry goods. Refined content production mode mainly includes three aspects: content production source, content processing, content organization (theme planning) and these three aspects. Next, let's take a look at the content production mechanism of Little Red Book. 1) Content sources There are three main content sources of Xiaohongshu, namely: UGC, PGC and PUGC represented by stars and talents. (1) UGC (user-generated content) UGC is the main content source of xiaohongshu, and this part of the content production accounts for the largest proportion. A large number of users generate notes every day, and Xiaohongshu also has measures to encourage users to carry out UGC. Xiaohongshu has built a user growth system. From diaper potatoes to crown potatoes, a * * * has to go through 10 grades, and the upgrade requirements include "content production". The picture comes from the home level of the simple book App Xiaohongshu. In order to encourage users to produce high-quality content, Xiaohongshu has also issued relevant content production guidance notes. In addition, Xiaohongshu also attracts users to enter the topic to produce content by recommending topics in the search box and popular search. 2 ②PGC (professional production content) Xiaohongshu has opened a number of vertical official accounts based on content topic classification. For example: potato captain, wearing potato, video potato, entertainment potato, life potato, sports potato, daily potato, eating potato, photo potato, superstar potato, campus potato and so on. The vertical official account PUGC users of Little Red Book 3PUGC (professional users produce content) are mainly divided into three categories, one is from other MCN platform talents/teams, such as late at night; The second is the talent users trained by Xiaohongshu, who are heavy users of Xiaohongshu and provide a lot of high-quality content. The third category is stars. Xiaohongshu used celebrity influence as an endorsement and brought a large number of fans. For example, Fan, Jiang Shuying are senior star users of Little Red Book. 2) Content Processing ① Content Classification Under "Home Page-Discovery", the editor will classify the user-generated content according to nearly 20 categories, such as video, fashion, skin care, makeup, fitness and food. Users with different needs can view content under different categories. On the other hand, every vertical official account of Xiaohongshu will contain high-quality content and be divided into different themes. (2) All high-quality content officially hired by the secondary processing editor will be processed by Xiaohongshu editor before being pushed. The purpose is to make users have a better reading experience, and also to let users who produce content know what kind of content is good. Comparing the content produced by users with the edited content, we can see that the original author's notes are more inclined to record life. The edited content directly extracts important information, so that users who read notes can quickly reach the desired focus. 3) Thematic planning There are three kinds of thematic planning for Little Red Books, namely, thematic planning for popular network phenomena, thematic planning for native content, and thematic planning for some foreseeable major events. (1) Make special plans for popular phenomena on the Internet. For example, Xiaohongshu recently launched a special topic "All Orange Ice" by grasping the online celebrity food launched by IKEA, allowing users to upload their own production and eating notes. (2) Make special plans for original content, such as "Rose Furong Pill", "Liposuction" and "Pill Head", and recommend the high-quality content of related topics in the station. (three) to formulate special plans for foreseeable major events. Since the World Cup, Little Red Book has launched a series of special plans. For example, # World Cup Fans Online #, # Pick My World Cup #, # Come to Little Red Book to watch the World Cup # and so on. Grasping the topic of public concern can help Xiaohongshu reach potential users and achieve user introduction to a certain extent. However, there is also a problem here. This topic may not be accurate enough for xiaohongshu. The official activity description of Xiaohongshu shows that the reading data is not high. From the analysis of user groups, this topic is a "niche topic among target users" for Xiaohongshu, and the activities set can't make all users on the whole platform interested (such as myself). Therefore, the target users of the event are mainly users in the field of sports segmentation, not the whole station. As far as the current observation is concerned, for vertical products such as Little Red Book, when the original content is used for thematic planning, the data is the best, usually with millions of views. 03 Recommendation strategy for full population coverage 1) Push time Push time should conform to users' living habits and reading habits. As a content-based platform, Xiaohongshu generally determines the push time of regular content according to users' reading habits. The content of the little red book is biased towards leisure and entertainment, so the push time will avoid the user's working time. According to the observation, I found that there are two rules when Xiaohongshu makes content recommendation (push, message notification): push is generally pushed every two hours; Message notification is usually at noon and at night when users rest from work. 2) The core purpose of the push channel to push content is nothing more than pulling new products, promoting life, retaining them, attracting users to register and download, staying and liking products. Therefore, I analyze the content recommendation channels of Xiaohongshu from two aspects: user promotion, retention and innovation. ① The promotion and retention of users are at different stages of the user life cycle, and platforms usually have different recommendation strategies. A. In the novice period, the content recommendation strategies used by Xiaohongshu are mainly machine algorithm recommendation and popular high-quality content recommendation. In the new user registration stage, Xiaohongshu set up a "three recommendation mechanism". First, provide users with nearly 20 content categories, and let users choose the four they are most interested in. After the user successfully registers and enters the homepage, Xiaohongshu will recommend the machine algorithm according to the user's choice and push the content that the user is interested in. The second is to provide "quality users" to recommend attention, including star users and talented users of Xiaohongshu, and attract new users with professional and high-quality content. The recommendation of "quality users" here will refer to the content classification selected in the previous step. For example, after I choose the classification of "mother and baby" and "wedding", the recommended users are hot mom and wedding handbook. Third, recommend "friends who are using little red books" to users and attract and retain users with "friendship". After new users enter the homepage, Xiaohongshu will first recommend some star notes (especially the first two). I have refreshed many times with my new account, all of which are high-quality content made by stars. When the new user arrived, Xiaohongshu had not been able to get too much information about the user and could not recommend the machine according to the user's portrait. Therefore, it is more inclined to use star content to attract users, let users feel a sense of authority and trust, and attract fans at the same time. B. With the growth of users, Xiaohongshu will get more and more user data and adopt more content recommendation strategies. There are mainly the following ways-machine algorithm recommendation: when Xiaohongshu gets more and more complete data packets from users, it will be more inclined to recommend different content according to users' preferences, thus increasing user retention. As a heavy user of Little Red Book, I found that every item on the homepage was a keyword I searched for, or a topic related to the notes I read. Extended reading recommendation: Pushing based on the relevance of content units is also pushing the content that users are interested in, extending reading and improving user retention. Recommendation based on friends: There is a "attention" label on the home page of Little Red Book, which will recommend the updated content of people and friends who are concerned and use social relationships to retain users. Nearby recommendation based on distance: There is a "nearby" label on the homepage of Little Red Book, which will recommend the content sent by users within 20 kilometers. Editor's recommendation: Xiaohongshu has its own official account, which will include users' high-quality notes for recommendation. Message notification: according to the different needs of different users, use machine algorithms to push related content. There is also the preferential information of the recommended mall. The push time is usually around 9:30 am, noon 12:00- 13:30, afternoon 18:30, and evening 2130, which is mostly for users to relax after work, which is in line with users' reading habits. Push: The main purpose of push is to promote activity and retention. There are two main types of small red books, one is to push the content that users are interested in, and the other is to push the notes released by people that users are concerned about, using the content that users are interested in and the high-quality content of the platform to promote life and retention. Search box: the search box generally puts the main topic of the little red book, promotes the theme content of the platform and attracts users to participate in the creation. For example, Xiaohongshu is planning an activity recently # Come to Xiaohongshu to watch the World Cup # and put it in the search box with the hot spots of the World Cup to increase the exposure and participation of the topic. B. Users pull new WeChat official account: Xiaohongshu has opened the official WeChat official account Xiaohongshu App, and the current fans are estimated to be around 600,000 (the graphic reading volume is about 2 weeks). This is the daily content recommendation channel of Xiaohongshu. Finally, the graphic will use the QR code or read the original text for diversion. Weibo: Weibo fans are 300w+, which is another daily channel for Little Red Books. The topic of daily push comes from the high-quality content produced by users on the platform, through which brands are established and users are introduced, but the amount of interactive forwarding is not high at ordinary times. Content with good data and star topics, such as Weibo who forwarded the star to Xiaohongshu and Xiaohongshu notes released by the star, will bring better interaction and communication effects. Media advertisement: In 20 18, Xiaohongshu put media advertisements in variety creation 10 1 and idol trainees respectively, including spots, oral broadcasts, post-subtitles, etc. Qu Fang, founder of Xiaohongshu, said in an interview with the media that promoting content in variety shows is a promotion strategy planned by the team. Due to accurate crowd matching, idol trainees and the creation of 10 1 have brought significant brand exposure and user growth to Xiaohongshu, especially idol trainees. According to the data of iResearch, the number of independent devices in Xiaohongshu increased by 65,438+4% in 10, and jumped to 20.9% in February. In March, with the increasingly fierce competition, the increase reached 38.4%, and the diversion effect was strong. (Note: The broadcast time of My Love is from 20 18 1 19 to April 6). In addition to promoting the content in variety shows, Little Red Book also puts in inserts and advertisements in the TV series Beijing Women's Picture Book. In my opinion, Xiaohongshu should invest more in this area in the future. On the one hand, the audience watching the program is accurately matched with the user group of Xiaohongshu. On the other hand, with the help of the star effect, it attracts a large wave of star fans to register and download. 3) How does Little Red Book improve the opening rate of content recommendation? There are generally three ways to improve the open rate of content recommendation, namely, strong welfare, strong association and special symbols. For details, please refer to the content editing course of the operating company. ① Strong welfare is mainly reflected in the promotion of shopping mall activities, such as "66 yuan coupons have arrived, and it will save money after receiving them", "50% off" and "50% off the whole venue 199! 2 strong correlation According to my observation and impression, Xiaohongshu usually uses this method when doing user memories. Some time ago, because I was too busy, I didn't open the little red book for a long time. Little red book gave me a push, which said, "While you were away, xxx you paid attention to came ..." (3) Special symbols Little red book basically has special symbols to attract users to click every time, such as "Click to view details >>& gtぃ". In the platform system notification, there will also be "stamp >"; , "grab > this" text+special symbol "guides users to the mall. Summary Today, we analyzed the replicable content operation strategy behind Little Red Book, and there are three main routines. Firstly, the content direction is determined according to the target population, secondly, the content production mode is refined from production to processing organization, and finally, the content covered by the user's life cycle is recommended.