Small Red Book Content Operation Strategy

1) Content Positioning 1 Analysis of target users of Xiaohongshu According to the data provided by iResearch App Index, we can see that the main users of Xiaohongshu are young girls born after 90 from first-and second-tier developed cities. They love beauty and pursue exquisite life. 2 Content Positioning of Little Red Book For such a user group, the content positioning of Little Red Book is to provide relevant guidance on fashion, skin care and lifestyle for young girls who love beauty. Content theme The content theme 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. 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. For example, the notes shown in the figure provide a practical guide for users to wear. 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: exquisite pictures, complete and fine labels such as trademarks and prices. Content production 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, it has to go through the level of 10, and the upgrade requirements include "content production". Content processing ① Content is classified under "Home Page-Discovery". The editor will classify the content produced by users into 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. (3) Make special plans for foreseeable major events. Since the recent 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. C. 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. D. From the analysis of user groups, this topic is a "minority topic among target users" for Xiaohongshu, and the activities set can't interest the users of the whole platform (such as myself). E. Therefore, the target users of the activity are mainly users in the field of sports segmentation, not the whole station. F. As far as the current observation is concerned, for vertical products such as Little Red Book, the data should be the thematic planning of original content, which usually has millions of views. The recommended strategy for full population coverage is 1) The push time should conform to the user's 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 content push through push channels is nothing more than pulling new products, promoting activities and keeping them, attracting users to register and download, and keeping 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 can be seen on the "operation map" of our operating organization. At different stages of users' life cycle, 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 pushing little red books. One is to push the content that users are interested in, and the other is to push the notes published 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. Determine the content direction according to the target population, then refine the content production mode from production to processing organization, and finally recommend the content covered by the user's life cycle. For more information, scan the code yourself.