The operating methodology of Xiaohongshu ranges from 0 to 1

In order to make you understand the following better, let me briefly introduce myself first. My background is the tourism industry, and my earliest professional experience was Ctrip. At present, he is the founder of a travel company and has accumulated five years of content writing in Zhihu. At present, our subdivided tourism industry has 6.5438+0.5 million fans, and we have written a book "New Tourism", which is recommended by Chen Gang, CEO of Ma Honeycomb, and is quite famous in the tourism circle. I have been dealing with new media platforms and texts, so I am relatively familiar with the operational logic of new media and content. Let's talk about grades first, then methodology. In May, our operation team has made seven travel accounts in Xiaohongshu, of which three accounts were changed from new numbers to thousands of points within three days, and the number of 1 hotel was changed from the fourth day to thousands of points. A single account was diverted to WeChat consultation, and more than 500 accounts were added. Because the epidemic is directly transformed, it will be delayed, but this effect is very good in our understanding. You know, the time from the new number to the thousand powder last year was basically a week or more. Xiaohongshu platform is naturally suitable for the tourism industry. Last year, I began to contact the channel of Xiaohongshu, helping many tourist attractions, hotels and travel agencies to do internal training counseling for Xiaohongshu. Among them, the best account has more than 20,000 fans, and the transaction volume of 202 1 is more than 5 million, most of which are millions of transactions on average. So far, we have processed 26 accounts from 0 to/kloc-0 to more than 5000 fans. What I share today is also a methodology based on these account operations. The reason why I decided to write it is to let everyone know the underlying logic and specific methods of the little red book platform in a one-time, complete and systematic way, and it is best for friends in the circle to realize that it is enough to read this book about the little red book. At the same time, the logic of content drainage is highly fluid. After learning, if they want to do it, they can use it in other industries Secondly, the little red book is ready, and you can also migrate to many other content drainage platforms. The content structure of this paper is as follows: 1. The underlying logical transaction formula: transaction = demand+connection+trust. Drainage is the process of establishing a connection with the target user. 2. Important cognitive search is the main source of little red book traffic. 3 The conversion rate determines the realization scale. The interaction index is the flow switch of Xiaohongshu. Methods Steps Account positioning and modification determine traffic utilization efficiency. Explosions note cover determines initial traffic note title explosion VS negative case note text gives reasons for interaction. Pay attention to the topic selection, depending on the commonly used operation tools of the explosion treasure map. Recommended 4. Common misunderstanding 5. 10 suggestions for xiaohongshu Part 1 underlying logic transaction formula: transaction = demand+connection+trust. We all come to xiaohongshu to do business, all for drainage, and we must understand the drainage of xiaohongshu. I personally summed up the formula about business occurrence: transaction = demand+connection+trust. Looking back at all the transactions around you, is this a prerequisite for establishment? Including the fact that you are willing to take the time to see here now, it is actually a "concern" transaction. Why are you watching it here? It is because you have the need to learn the little red book drainage, and at the same time making money provides you with the opportunity to know me (connect). At the same time, I have established trust for you in the first 100 word of this article. This is an ongoing transaction. In life, every business between you and your customers is like this. I will look at this formula whenever I hope this transaction can be completed. In my work habits, I never pay attention to whether the result will happen. I only look at whether the factors contributing to the result are available. In this formula, that is, "requirement+connection+trust" is available. When the factors contributing to the transaction are available, the transaction naturally occurs. The starting point of the formula is the connection. How important is contact? Connection is the beginning of all transactions. No connection, no transaction. Connect what? Connect merchants and users, and connect supply and demand. What role does Little Red Book play in the business we want to promote? Is contact. You can also understand it as: the underlying logic of new media platform drainage is two words-connection. Please remember the first keyword "connection", and then let's continue to see how Little Red Book completes the "connection". Xiaohongshu drainage is the process of establishing a connection with the target user. You should know that the operating mechanism of platforms such as Little Red Book and Tik Tok is an algorithm, not a code. In fact, the code doesn't know who each user is and what the content of each note is. It is the code deposited in the background that distinguishes and identifies the content from the users and finally pushes the appropriate content to the right person. When the merchant and the user see each other, the connection is completed. On the user side, the most used scene of little red book is search, and this search content is recorded by the algorithm and tagged. Behind the search behavior is demand, and the sender of this demand is the user. On the merchant side, if we want to drain, we have to send notes and tell the platform what our content is, who is suitable for it and who to push it to. We create our own notes and account tags through content. Therefore, on the user side: user-demand-search and other behaviors-merchant-label: merchant-content-notes and other behaviors-label merchants and users are not directly connected, but "translated" into labels through their respective behaviors on the little red book platform, and meet each other under accurate algorithm matching. This is how the connection relationship is established. This is the underlying logic of little red book platform drainage, and so are Tik Tok and Zhihu. Getting customers based on the purpose of trading is to tap demand and establish connections. Different platforms only have different means, and the purpose is to trade. This is the link of Zhang Xiaohong's operating logic. You can compare it. Here, please remember the second keyword "tag". All the operations of Xiaohongshu are based on this, that is, everything on the platform is marked, people are marked and accounts are marked. Our operation on the little red book is to put the desired label on our account and content and push it to the person with the corresponding label through the algorithm. The second part is important to realize that the success of a thing has its key elements. To successfully drain Xiaohongshu, I think you need to understand at least three elements: search is the main source of traffic for Xiaohongshu. As can be seen from this picture, the traffic source of notes is mainly search. In fact, if your label is vertical, the traffic on the recommendation page is also considerable. This picture is our new account, starting from 10, so the recommended page has little traffic. Under this conclusion, it is clear that the new number can be brilliant. I just need to know the needs of my user and what search content she will have, and then generate these contents and wait for her to search. As long as users search, they will see you, see you, and the first step of connection is established. In fact, you can understand that Little Red Book is Baidu for many girls. Where there is search, there is seo. Around the operation of Little Red Book, it is an SEO search optimization game. The three conversion rates determine how much bills are realized. In addition to paying attention to the composition of traffic, we should also pay attention to how a note we sent operates in the platform. The first behavior is user search, whether our notes appear and on which page. The optimization direction of this step is topic selection and keyword management. Secondly, it appears on the user's search results page. Whether the user clicks on our notes or not, the optimization direction of this step is the title and cover. Finally, in the remarks page, whether the user likes, comments, forwards, private messages, etc. , or enter the account home page to generate interaction (connection). Have you found that every little red book note we make should focus on these three most important conversion rates, and the operation of little red book is to improve these conversion rates, that is, search-search occurrence list page-note click rate note page-interactive behavior rate is finally added to the target user's WeChat. Interactive index is the flow switch of Xiaohongshu, which talks about the flow composition and step-by-step conversion rate. Let's take another look. Why do some notes on the same topic have a large flow and some have a small flow? As we said at the beginning, the operation of Little Red Book is algorithmic logic. The algorithm doesn't know who the account is and what the content is. The algorithm judges the content and users by tags. So how does the algorithm judge whether the content of a note is good or not, and whether to give traffic? Please remember the third keyword-"interaction index", which is the feedback of a note. We certainly hope that our notes will be more interactive, that is, praised, collected, commented, forwarded and paid attention to. Because the index is high, it means I can get more traffic. Remember, if you want the result to happen, you should first look for the elements: users will collect this note, indicating that the content of the note has practical value and can be used now or in the future; Users like or comment on this note, indicating that the content of the note has been recognized by users and triggered emotions; Users will turn to powder because of their notes, indicating that they not only recognize your notes, but also recognize you, and expect you to produce more high-quality content in the future. In this way, what we need to do is the construction of account homepage, the layout of text content and other means that can trigger these behaviors of users, including comment interaction. Based on this logic, let's see how to do it. Part3 method steps account positioning and modification to determine the traffic utilization efficiency. Account location is very important, which is directly related to the conversion efficiency of each traffic. Before doing the little red book, I strongly suggest that you do two things: look at the successful head accounts of the track you are about to do, and study the operation time, positioning, liquidation method and explosion content of these accounts, so as to judge and verify whether your positioning is accurate. Look at the explosive content in your own positioning field and deeply analyze the reasons for these content fires. The above is positioning. When it comes to account decoration, the most important thing in the tourism industry is the avatar, nickname, profile, label and background picture, which means: Who are you? What do you do? Why pay attention to you? What's the use to me? For example: I'm unique eg: I've been to 80 countries, I'm fine (endorsement), I'm very professional eg: The scene of the initial traffic cover that Ctrip signed the photographer decided to get is the search results page, that is, the list page, which is also on the user's mobile phone screen. Why did the user order mine? Difference: in order to distinguish it from the same cover, it is more eye-catching. Content Tip: Provide the opening reason and give consideration to the role of the title. It is also aesthetic: travel itself needs both design and aesthetic feeling to improve the attractive cover value: attracting openings. Similar notes are more attractive in the search ranking page, and the differences are more prominent in the search results of keywords. The cover plays a part of the title, and the combination of picture title and text title increases the opening rate. Key points of cover: provide reasons for opening (good-looking, attractive, prompting content, providing expectations, reading feedback). Cover format: the best size is horizontal 3 and vertical 4. I summed up a lot of explosion covers in the tourism industry, which means that if you send it like this, there is a 90% chance that it will catch fire. Pay attention to the headline explosion VS negative headline. For example, the title of the little red book account is 20 words. The best way is to combine big keywords with small keywords, or list the top ten explosion titles and keywords in your field, and then combine them into new titles. This step is very important. We know that the traffic of Little Red Book mainly depends on search. If we want our notes to appear in the search results, we need the content to be related to the search term, and the title accounts for a large proportion in the search term. Taking Xinjiang as an example, the title library exploded: 40 small things that must be visited in Xinjiang, hiking routes in Xinjiang, 5K per capita travel in Xinjiang, 12 travel guide for one-day trip back to Xinjiang, and friends circle was hacked. 33 Pit Avoidances summarized just after coming back from Xinjiang suggest that Xinjiang tourism should pay attention to 15. These 20 things are absolutely not allowed for graduation trip/couple trip in 2022 Xinjiang Flower Watching Raiders. Visit to Xinjiang: 8 days and 9 nights, graduation trip, complete distribution of tourist attractions in Xinjiang, online answer to Xinjiang tourism questions, this trip to Xinjiang depends entirely on the raiders notes (real notebooks) made by my boyfriend who stayed up late, and 10 things that must be known to register for Xinjiang tourism can be posted in Xinjiang, Tibet, Yunnan and Guizhou. Here are some negative cases (the content is good, but there is no reason to open the title, that is, the good users of the content can't see it). A good note must be embedded with interactive reasons, which is the key to trigger interactive behavior. Only when the interaction index of a note is high can the flow switch be turned on and a steady stream of flow come in. For example, there must be a user interaction hook at the end of the article, such as "If you have any questions about Xinjiang tourism, you can ask me." "If you need this guidebook, you can tell me in the comments section, and I will send it privately." If the traffic of a note is very large, it would be a pity not to add WeChat. You know, the ultimate goal of our drainage is to add it to WeChat. In any case, the topic selection of the treasure map of the note topic is to benchmark the peers, and the content that has already been fired will be fired again and the topic selection will be exhausted. We should make a treasure map of selected topics, score the success of each topic, and finally decide which one to do first. At this time, you should give up your own characteristics and ideas appropriately. Many times, you are busy with originality in the afternoon, and it is not worth sending it again after overheating and explosion. So make a treasure map of the explosion topic, and send the burned content and the content that is easy to drain in order. Let me show you a few selected cases: common operational tools recommend tools last, and the complete thinking of logic, positioning, play and strategy is the most important, and tools are the easiest. Part4 Common Misunderstandings There are some common misunderstandings between us and offline enterprises, and we also share a few. Sending little red books as a circle of friends is a place for us to express ourselves? Of course not. We do little red books to attract customers, and ultimately we want to do business. When we are not IP and have no fans, we regard the little red book as a circle of friends, and the result is that no one reads it. Since our operation of Little Red Book is an intentional business activity, we just want more people to see it. Secondly, the label is broken at will. Today, here and tomorrow, the platform doesn't know who you are. How does it know who to push you to? This kind of random beginning without understanding logic and random ending without in-depth research is almost inevitable. Today's new media is not difficult to attract customers, but the threshold is not low. Seriously, you can't be absolutely successful, and you are doomed to failure casually. Strive to create a miracle, starting 100. Many people will feel that their content is not enough, so they send a lot of notes first. In fact, it is not that quantity is unnecessary, but that simple quantity is useless and qualitative quantity is useful. The long tail effect of an explosive note is greater than 100 mediocre notes. I have read the notes of a travel customizer, and 70,000 people like it, and I have read 1 10,000. One note brought 1 account, even 1 company. If you want to raise a number or wait for more fans to realize it, start making money from fans of 1, or even every time you see it. Why? We are here to do business. 1 fans can't make money, and 10000 fans can't make money. Last year, I told Luneng New Media Department in Changbai Mountain about Xiaohongshu, and they also felt it necessary to increase the number of people. I said it is the peak season for skiing. Users find your content with demand, otherwise they can't see you. What are you doing with the number? I'll see you after skiing next year? In the logic of content acquisition, every browsing and arrival is a connection to the target user, and I am here for trading and providing services. Since you are connected, users have needs, and you can provide services, why wait for 10000 fans? No matter how much content you send, you will strive for a connection opportunity with the target users. How can you pass by easily?