If you want to learn Xiaohongshu operations, don’t miss this book.

This month, I have been doing theme reading on keywords related to "operation", and I feel that after reading a few books, I have been very inspired. What I want to share with you today is the book "Little Red Book Operations: Popular Content + Practical Cases + Efficient Grass Planting + Diversion and Monetization" written by Qiu Ye. Interested partners are welcome to come and absorb the practical information on operations! 1. Xiaohongshu’s grass-growing economy has the following four major advantages: (1) Traffic advantage: ① The content covered involves all aspects of life. More and more young people are pouring into Xiaohongshu with purpose and through Searching for relevant content to help you make decisions has caused Xiaohongshu to gather a large amount of traffic. ② Among the many channels for obtaining traffic, search traffic is the most accurate and has the highest commercial value, so it is loved by many advertisers and operators. ③The conversion rate of Xiaohongshu is also relatively high. Buying products while browsing Xiaohongshu has become the norm for many Xiaohongshu users. (2) User advantages ① As of November 2021, it has more than 200 million monthly active users and more than 43 million content sharers. ② Female users are mainly female (females account for up to 70%) ③ The trend of youth is increasing (the age group is concentrated between 18 and 34 years old, accounting for 82.47%, and the proportion of users under 18 years old has also exceeded 10%) ④ Purchasing power Strong (the main groups are urban white-collar workers and professional elites, concentrated in first-tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen, and others are also mainly in second-tier cities.) (3) Community advantages ① Users and bloggers communicate equally, and get along more naturally . ② Diversified content ecosystem. ?Objective and truthful: Dare to face doubts, self-analyze, always stand from the user's perspective, and effectively protect the interests of users. ?Diversity and tolerance: Users from all fields are encouraged to post notes, and diversity will be fully considered when recommending content. No matter how niche the hobby is, you can find "similar interests" in Xiaohongshu. (4) Creative advantages: ① The threshold is low and there are no high requirements for writing ability and the ability to create pictures, texts, and videos. It is enough to be able to express things clearly. ② There are fewer restrictions. No additional fees are required to settle in, and operation does not need to take too much time. ③ Is the algorithm friendly to newcomers? No fan base is required. Recommendations are made based on users’ search behavior. As long as the content is high-quality, it is not difficult to increase fans. ?Even if you have zero fans, as long as the content is of high quality, the works will be continuously pushed to platform users. 2. Three elements of Xiaohongshu’s popular notes (1) Title: Eye-catching Although the title occupies a relatively small proportion of the screen space, it is one of the key factors that determines whether the user is willing to click to view the details of the note. If the title of a note cannot capture the user's heart in a short period of time, its open rate will be very low. ①Determine core keywords. You can judge the criticality and popularity of a certain word by checking other platforms, or you can directly check the words that are currently searched on Xiaohongshu with high popularity on the Xiaohongshu search interface, and consider the relevance and fit with the content of your notes, and then Identify keywords. ② Embed keywords into the title writing formula. Formula 1: The gap formula, as the name suggests, is to highlight the gap between the front and rear. Half of the sentence is good, and half of the sentence is bad, for example: "I thought I was a king, but in the end, I am not even as good as bronze, and I feel miserable." Formula 2: Result formula. You must learn to create specific scenes and highlight the results, such as "Learn to make this base and you will be a kitchen bully." ③ You can incorporate hot topics into the title and learn to “take advantage of the popularity”. (2) Cover: It is pleasing to the eye. The cover of a note occupies much more of the screen than the title. A good cover picture also has a great impact on the effect of the note. Exquisite, beautiful, and eye-catching pictures will make users think about it for the first time. Click to view content details. ①Key points for making graphic note covers. ?The cover size of graphic notes? The applicable sizes are 3:4 for vertical screen, 4:3 for horizontal screen and 1:1 for square screen. The official recommendation is to choose the ratio of 3:4 for vertical screen to display more content. ?The cover pictures of graphic notes are currently used relatively frequently on Xiaohongshu, and the cover pictures that are more popular among users include posters, collage pictures, comparison pictures and plain text pictures, no matter which one they are. kind, beauty and fun should be pursued when designing. You can use other image editing apps to make and upload them, or you can edit them twice on Xiaohongshu. ②Key points for making video note cover. ?The platform supports the size of video notes whether it is 4:3/16:9 for horizontal screen, 3:4 for vertical screen, 1:1 for square or full screen. ?The cover sizes of video notes are only 4:3 for horizontal screen, 3:4 for vertical screen and 1:1 for square screen. The official recommendation is to choose vertical screen 3:4 for the same reason as graphic notes. ? There are three commonly used types of video covers: Default cover/video screenshot: This is the simplest one, capturing a frame from the video as the cover. Generally suitable for content in categories such as landscape photography, beauty tutorials, and food sharing. Picture + text: For this form of cover, you must design an attractive picture in advance, preferably related to the video content, and add text content in a prominent position of the picture to inform the user of the main content of the note. And the image size and video size remain the same. Video frame: This form is very similar to adding text to pictures. The difference is that after adding a video frame to a short video, the space itself will also be reduced. This requires designers to coordinate the distribution of various elements and not pile them up randomly. , otherwise the overall style of the picture will appear messy.

③ What details need to be paid attention to when making notes? The style and content of the cover copy must be coordinated? The overall cover style of the account must be consistent (3) Text: An eye-catching title and cover full of useful information can only make users stop for the note. Only truly high-quality text content can retain users and allow them to further interact with notes, such as likes, comments, collections, etc. ①The text content of Xiaohongshu notes needs to take into account two principles. ?Content benefits users. That is to say, the content itself should provide value to users, which can be practical value, such as solving pain points, gaining knowledge, learning skills, etc., or it can be emotional value, such as stimulating various emotions of users and generating excitement with users. In short, it is to let users gain something after reading your notes, so as to accumulate traffic and popularity for the account. ?Express grounding. It is emphasized that when operators create text content, the writing and wording must conform to users' reading habits and make users understandable and willing to read it. Otherwise, even if they click on the title or cover, they will most likely choose to cross it out. ②How to express it to better attract users? ?The full text should be logically integrated, and the structure and organization of the content should be clear enough. ?The layout should be clear and intuitive. Emoticons can be added appropriately to differentiate the content, effectively reducing the boringness of the writing, improving the beauty of the notes, and making reading more interesting. ?Simple layout can relieve users’ visual fatigue, improve reading comfort, and further improve the impression score of notes. ?The length of the text should not be too long. The current word limit is 1,000. It is non-professional content and no one will want to spend a long time reading your lengthy article. However, if the number of words is too small, users may skip it at a glance. Therefore, it is recommended to control the number of words between 500 and 800 words when creating notes, so that notes that are neither long nor short can better cater to users and achieve good results for the notes. Under normal circumstances, if you do these three aspects well, the probability of becoming a hit will be greatly increased, but in order to achieve better results, you can also use some tricks. For example, adding topic tags at the end of the text and participating in some highly discussed topics can greatly improve the effectiveness of notes. Another example is to @ other users or officials in notes to interact and associate the notes with other content on the platform, thereby increasing the exposure of the notes. (Note that users who want to @ must be users whose accounts have been followed, otherwise they cannot be @) This article wants to share so much with you. "Little Red Book Operations" is a reference book full of useful information. It is difficult to summarize it completely in one article, so this article only shares some of my personal insights. If it inspires you or you are interested in this knowledge, I suggest you read this book yourself.