What kind of product is Xiaohongshu?

As a straight male cancer patient, I am really not the audience of Xiaohongshu, but I really should study such an excellent Internet product.

Xiaohongshu is positioned as a UGC shopping sharing community. The core tasks that users need to complete are "Show, Show, Show", which is the basis for conversion to orders. So to experience this product, I think the most critical points are the following three points:

1. How to allow users to participate in and complete the core task of show conveniently and efficiently?

2. How to accumulate high-quality content in the community?

3. How to allow users to discover and consume content?

Let’s start from the first question. Xiaohongshu is indeed unique in its product interaction design for publishing content. There are three steps to publishing content. The first step is to select photos, the second step is to add topics, stickers, tags, and filters, and the third step is copywriting. Editing, location addition, social network sync selection.

In the second step of product design, Xiaohongshu was meticulous and concise enough. The exquisite topic and sticker designs make users full of expectation and pleasure when operating, instead of being bothered by the process. The switching methods of the three main operations of filters, labels, and stickers make this quite complicated operation page look orderly.

In the third step, Xiaohongshu is also doing its best to do micro-innovation. Take the detail of swapping pictures as an example. You rarely see any apps that support this kind of operation requirement, but when you think that the users you want to serve are a group of fashionable little princesses who are extremely picky about photos, you have The reason makes it easier for them to adjust the order of photos, because they are very likely to position the photos they have carefully photoshopped.

In terms of product design in the overall content production process, Xiaohongshu is very attentive and thoughtful, making it smooth enough for users to publish content on mobile devices. In terms of content production incentives, Xiaohongshu is strong in operation testing. The rich and colorful activities give users a lot of opportunities and motivation to produce content. Of course, becoming a community influencer is also a very important production motivation.

Second question, how to complete the accumulation of high-quality content in the community?

Xiaohongshu used two methods, label and album. The name does not seem innovative, but the effect is indeed very ideal. Tags are very good at connecting content edited by different users. The content sorting method and switching between viewing content and viewing goods are the finishing touches of this tag page, which can be used for both content consumption and product diversion. The collection value of the album page should be more prominent. Compared with the function of tags that only connect content, the album pays more attention to the efficacy and usefulness of the content after being aggregated. The album can be used to share excellent nutritional supplements and summer dressing methods. Wait, this all has a very strong purpose and use. I don’t know how Xiaohongshu’s product design team figured out these two ways to connect and precipitate content. The two complement each other well and are quite suitable.

The third question is, how to guide users to discover and consume content?

I can only make wild guesses about how the home page waterfall flow works. The worst thing is that there is no recommendation algorithm here. All users display the same home page waterfall flow content. Of course, this does not look very scientific or unreasonable. It’s so reasonable. With so many tags made, there must be recommendations here based on your interests. The accumulated user data comes into play at this moment, distributing content based on user tags to thousands of people. As the saying goes, any community that cannot create Internet celebrities is not a good community. The Follow mechanism is also a good way to discover content. The Discovery Channel is another good place to guide users to discover content. Hot topics, quality life, and global shopping should all be done using the product module of the label, and a large number of album recommendations are placed below. As long as the operation is done well, users will enjoy it every day. Something new to see.

Xiaohongshu’s community product design and operation is really worth learning, and I will continue to study it if I have time!