How to operate the little red book novice? How does Little Red Book operate?

Many friends who use little red books will find that beauty and food are very popular in little red books, but the competition pressure is also great. At this time, we need to master the operation mode of Little Red Book and use the necessary operation methods to make our Little Red Book seen by more people. Xiaohongshu was founded in 2003. Different from other e-commerce platforms, it starts from the community. At first, users focused on sharing overseas shopping experiences in the community. Xiaohongshu provides overseas shopping channels with strong shopping strategies. However, as the e-commerce dividend period passed, Xiaohongshu began to avoid the word "e-commerce". Now Little Red Books tend to be a platform for sharing lifestyles. Today we will discuss the community operation strategy of Xiaohongshu. Locking the content direction First of all, an important content direction of Xiaohongshu is to chase hot spots, which is probably the universal magic weapon of community apps now. Everyone will launch relevant theme content when they are hot. For example, it's autumn and winter, and Xiaohongshu has planned a related theme hotspot, where relevant users can record content. Then, another important point is user locking. The target users of Xiaohongshu are mainly young girls born in 1990s from first-and second-tier developed cities, who love beauty and pursue exquisite life. Target users are targeted, and then content positioning. The content orientation of Xiaohongshu for this kind of user group is to provide fashion, skin care, dressing and lifestyle-related guides for young girls who love beauty. There must be a topic when there is positioning, and the topic should be related to content positioning. At present, Little Red Book covers 18 topics, including fashion, skin care and makeup, all of which are related to young girls. This 18 big topic can be divided into many small topics. Under different big topics, the dimensions of small topics are different, some according to users' life scenes, some according to categories and so on. The production of high-quality content articles The content production of Little Red Book includes three aspects: content source, processing and editing, and theme planning. Next, let's see how the division of labor is clear. The most different from other community apps is that Xiaohongshu has set up multiple official accounts according to different content themes, and leads users to publish content by making their own content. The content source mainly comes from user's originality, which is closely related to slogan's "marking my life" in Xiaohong's book. Users can record their own lives and share them with you. In order to encourage users to produce content, Xiaohongshu has set ten grades from diaper potatoes to golden crown potatoes. The main requirement of upgrading is to publish original content, and users can get different permissions when upgrading to different levels. In addition, in order to guide users to publish positive and high-quality content, Xiaohongshu also used the official account Potato Captain to publish relevant content production instructions. Another important content source of Little Red Book is some talented users and stars, who provide a lot of high-quality content for Little Red Book and use their influence to bring a large number of fans. Take last year's hit TV series "The Story of Yan Xi Palace" as an example. All the stars in the drama have settled in Xiaohongshu, attracting fans to follow and bringing a lot of traffic to Xiaohongshu. Content processing is the secondary processing of the high-quality content published by the officially hired users by Xiaohongshu Club, aiming at giving users a better reading experience and allowing more users to watch and share the publishing house's content. As can be seen from the above picture, the content of the publishing house is more like a running account. Other users will think that the content is too long and the amount of information is too large to digest, but after the second processing of Xiaohongshu, important information is extracted, so that readers can reach the key points quickly. The other is that both video and graphics have very clear structures. 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. The structure of notes includes user information, pictures, labels, titles, texts, likes, comments, collections, related notes, and some notes also include recommendations of purchasable goods and similar goods. There is also the effective use of special topics. Thematic planning As mentioned above, the thematic planning of Xiaohongshu mainly includes network hotspots and user-generated content. Thematic planning of user-generated content, for example, some female users share their hairstyles on it, and Xiaohongshu plans the content published by users into thematic content for reading users to better find what they want. For example, now everyone likes to cook something delicious at home, which is both simple and delicious. There is a corresponding topic in Little Red Book, "Cooking by Online Celebrities at Home". Let users upload their own production process and edible notes. The World Cup is coming soon, and Little Red Book has launched the special content of "World Cup Fans Online". In terms of controlling the push time of recommendation time, the push time of Xiaohongshu can be said to be very thoughtful. As a content-based platform for leisure and entertainment, its push time will avoid users' working hours, but choose the time period for users to rest after work. In terms of recommendation methods, first, users who register for Little Red Book for the first time will see such a page, which provides you with more than 20 content categories, allowing you to choose at least 4 interesting ones to pay attention to. Then after the user enters the home page, Xiaohongshu will recommend according to the user's choice and push the content that the user is interested in. Second, after users select four interesting content to follow, there will be pages to recommend users you can follow. Third, after users enter the homepage, Little Red Book will first appear some high-quality content of stars. No matter how you refresh it, it will be in the top position, so as to attract users who have just settled in and Little Red Book can't get much information, and at the same time attract fans. Fourth, there is a module called "Concern" on the homepage of Little Red Book, which will recommend the latest content released by concerned stars, talents and friends to users and use social relationships to retain users. To sum up, today we mainly analyzed the operation strategy of Xiaohongshu's popularity from three aspects: First, we determined the content orientation of providing them with fashion, skin care, clothing and lifestyle-related guidance for young girls born after 1990 in first-and second-tier developed cities, and made the content direction of Xiaohongshu by 18 positioning related big topics, small topics under big topics and chasing hot spots. Secondly, obtain content sources from user-generated content and celebrity high-quality content, process and edit the high-quality content uploaded by users, improve the reading experience of other users, and refine the content production mode by planning hot topics on the Internet and user-generated topics. Finally, you can use appropriate deliberate push time to recommend content that users are interested in and use social relationships to attract and retain users.