How to play the content operation of the little red book with a broken leaderboard?

Xiaohongshu, as a grass-planting community with beauty and fashion, can be said to be a leader in this field. So how does Little Red Book stop a large number of users from producing and disseminating content? This has to talk about the content operation means of Xiaohongshu. Q: If you were a Chinese teacher, how would you improve students' writing? Instill students with many writing skills to grade their compositions and encourage them to read more excellent model essays. If you switch to the content operation of Little Red Book, it is also worth thinking about. The question is equivalent to: Q: If you are the content operator of Little Red Book, how will you improve the creation quality of user notes? Using similar logic, the following methods can be summarized: guiding users to operate incentive mechanism, guiding high-quality content and guiding users to operate little red books. At present, there are many official accounts, like many "teachers", including potato captain, life potato, video potato, entertainment potato, beauty potato, wearing potato, eating potato, campus potato, potato housekeeper and so on. Each "teacher" has different responsibilities: "Captain Potato" is equivalent to the class teacher, who mainly guides users how to use the functions in Little Red Book, including how to shoot videos and how to create content using official templates. "Entertainment Potato", "Beauty Potato" and "Wearing Potato" are equivalent to teachers in different subjects such as Chinese, mathematics and English. They selected the excellent works of users in these vertical fields and edited them twice as demonstration samples to guide more users to create excellent notes. "Potato Butler" is like the dean. He is the guardian of the community and is responsible for updating the dynamics of community norms. With the cooperation of many teachers, users of Xiaohongshu are more aware of how to create content, what is good content and what norms to abide by. For example, Captain Potato used the template of Little Red Book to demonstrate how to make your customized Vlog for Valentine's Day. For the second time, Life Potato edited the user's notes of food store exploration, calling on everyone to record the food trip with video. Users who add "Location Tag+# Weekend Shop+@ Life Potato" to the video will have the opportunity to be overturned by life potatoes. Under the official guidance, it is easier and clearer for users to publish notes. Moreover, the "teacher" teaches step by step in the form of video, which greatly reduces the time cost for users to learn to use the little red book. Secondly, the incentives given to users by designing incentive mechanisms can be divided into material incentives and spiritual incentives. Xiaohongshu has established a user growth system as a spiritual encouragement mechanism for users-from diaper potatoes to golden crown potatoes, users need to go through 10 grades. With the increase of grade, the appearance and name of sweet potato will change. For example, 1 grade is a "diaper potato" wearing diapers, grade 5 is a "sweet potato" holding a sweet cone, and the highest grade is a "golden crown potato" sitting on a golden crown. This is like the teacher giving us different grades of ABCD, except that the grade of composition is based on quality, while the user grade of Xiaohongshu is based on the quantity and quality of content production. If the sweet potato wants to upgrade, it must publish a certain number of notes, which will be well received and collected. At the same time, Xiaohongshu encourages users to publish video notes to participate in topic activities and give certain rewards. For example, if you want to be promoted to golden crown potato and publish ordinary notes, you must publish a total of 800 articles, and all the notes have been collected by 10 or 50 likes; However, if you publish video notes on topic activities, you only need to publish 18 articles, and all of them have 10 favorites or 50 likes. Third, the quality content guidance class teacher "Potato Captain" has popularized "How to distribute quality notes". For example, when shooting a single picture, find a place with bright and clear light, choose a simple background (such as solid color), let the single product enter the picture clearly and completely, and the brand price and other labels should be complete, so as to better share the buying experience. Another example is shooting delicious food with bright light, clean background and exquisite color matching, and don't forget to share the store name, address and recommendation reasons. Another example is the picturesque scenery all the way. When the sun is shining, find a good angle and record the situation. It will be more popular to choose a beautiful scene map as the cover of your notes. In short, in the world of little red books, the first essence of excellent notes is high face value. 1. Gao Yan's value is on the front page of Little Red Book. Besides recommendation and video, there are three columns: fashion, food and travel. They all belong to high-value groups with strong colors, attracting many young women to share and interact. Add tags, user experience and other content to form a good note, not just the sharing of pictures. 2. High integration In addition to "high value", Xiaohongshu also pays great attention to the richness of content. PGC is the first to publish highly integrated contents, such as "20 19 Most Fashionable Shoes List" and "48 sets of early spring wear". This kind of "essays on planting grass" is more comprehensive and true, and it usually gets a high collection and becomes a hot note of Little Red Book. 3. Strong Grass Planting As a community-based e-commerce platform, Xiaohongshu will also encourage users to label more pictures to achieve the effect of "strong grass planting". For example, when sharing food, you can mark the location of the store, and when sharing the beauty experience, you can mark the brand of skin care products or cosmetics. Xiaohongshu brought goods to various brands (especially niche brands) through a large number of notes on planting grass, and created many explosive products. 4. High topicality In addition to daily PGC (professionally generated content) and UGC (user generated content), Xiaohongshu will also combine different holiday hotspots to plan different topics and drive the public to create high-quality content with high topicality. For example, in the late Spring Festival, "losing weight after the holiday" became a hot topic on social media. Focusing on "losing weight after the holiday", Xiaohongshu planned topics such as # running in time # and # fitness diet #, and launched popular searches, which led UGC to generate a large number of notes through PGC. The introduction of hot topics can also be supplemented by competitions. During the 11th National Day, the government launched the 11th Photo Contest of Little Red Book to encourage users to share their holidays with videos on Little Red Book. In the early stage of the activity, the class teacher "Captain Potato" released the activity collection and attached a thoughtful video tutorial. Synchronization will also share a number of topics, such as travel scenery shooting skills, how to shoot large movies during travel, and how to shoot food videos during travel. And associate travel with photography, clothing and food to provide users with multi-dimensional creative inspiration. During the event, "Captain Potato" selected the high-quality works of users, and pushed them on the official account after the second editing to enhance the activity. In the later stage of the activity, "Captain Potato" held a lottery among users who provided high-quality works, and the video was broadcast live, which was fun and interesting. To sum up, a high-quality note in Little Red Book has the following criteria: high value, high integration, strong grass planting and high topicality. Through the promotion of high-quality content, we will form a demonstration effect in the community and stimulate more wonderful content of UGC. Back to the original question, if you are the content operator of Little Red Book, how will you improve the quality of users' notes? To sum up, we can think from the following three aspects: guide users to operate, make it easier for users to use APP to design incentive mechanism, let users share more notes, guide high-quality content, let users generate more high-quality notes, and let users move from primary users or simply browsing content consumers to ordinary content producers, even producers of high-quality content. When Xiaohongshu has a mature content community, the next thing to think about is how to make full use of user-generated content to create value. For more thoughts on the content operation of Little Red Book, please leave a message * * * to discuss with you ~ Author: Vinky, official account of WeChat: Tinker Bell.