1. Account issues (1) How to locate the account?

First, determine the first-level category, then determine the second-level category, and then determine the note format and style.

1. Category status Xiaohongshu covers beauty and skin care, fashionable clothing, jewelry and accessories, food and beverages, home decoration, maternal and infant early education, fitness and fat loss, cute pets, travel and accommodation, education/workplace, growing up psychology, emotions,

There are 15 major categories including business and finance, art design, technology and digital, and photography.

Whether we are bloggers or brands in the near future, the first step is to choose a major category and choose fashionable outfits. Next, we have to think about the secondary categories, whether they are clothing, hairstyles, bags, shoes, accessories, fashion, or others.

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For example, after selecting the secondary category of clothing, organize the content format of the clothing industry. In the clothing industry, there are content forms such as fashion knowledge, outfit matching plans, ootd, clothing evaluation, clothing selection strategies, etc. At this time, you can choose based on the shooting difficulty,

Choose a shooting format that suits you in terms of fan growth expectations and character attributes.

Then, after choosing a style based on your own advantages, you can use the search box to see which matching accounts currently match yours. There are three main types of benchmarking.

The first type, big V level, with fans above 20W, this is the ideal goal, refer to its tone and style; the second type, 2-10W, is a subject to study seriously, see how he shoots the cover and how he writes the title; third

Type, 0-2W fans, this is the key reference object, what we call the benchmark account, and is analyzed through six aspects: personality, content, topic selection, popular products, fans and monetization methods.

Benchmark account analysis 6 elements: First select the major category, find the secondary category, and find the benchmark account. For example, after confirming that we are a literary and leisure style OOTD, then study this category to see what basic scenes there are, and indoor surrounding home +

Fitting rooms, outdoor surrounding streets, and fitting rooms are all good scenes. Think about what kind of innovation you should use to make users remember us.

(2) Does Xiaohongshu need to maintain an account?

Answer: I reserve my personal opinion. It is recommended that the personal account can post some functional notes that can arouse interaction in the early stage, and the enterprise account can increase the activity of the account by sending small gifts.

(3) What is the difference between a personal account and an enterprise account?

Answer: There are two major registration differences: a personal account can be registered with a mobile phone number, and an enterprise account can be logged in to the Xiaohongshu professional account backend to submit relevant qualifications. The certification fee is 600 yuan/year, and it takes about three days to pass the review.

Differences in rights and interests: 1. Personal account rights: ① Open a potato shop with a deposit of 1,000 yuan ② If you have more than 500 fans, you can post potato chips content for heating (no sponsorship label) ③ If you have more than 5,000 fans, you can join the Xiaohongshu Dandelion platform and accept the advertising needs of the brand; 2.

Professional account rights: List of professional account store rights ① Multi-functional components: online stores, offline stores ② French fries promotion + advertising ③ Cooperation with experts, place orders directly through Dandelion Square ④ Lottery notes, create a business topic for free

⑤ New product trial opportunities (need to have a mall) ⑥ Data background, dynamically adjust the operation direction. Generally speaking, compared to personal accounts, enterprise accounts have more marketing functions and permissions. If you just record your own life, there is no need.

Apply for an enterprise account. The enterprise account is suitable for merchants who need to grow and attract traffic on Xiaohongshu.

2. Traffic issues (1) Will modifying notes affect traffic?

Answer: The notes have just been released and show violations, so they need to be modified a second time. Xiaohongshu officially gave us the opportunity to edit the notes again just for our use. However, the second modification triggers review again, and the review time is slightly longer.

My own account also encountered this situation. Due to some keywords, it failed to pass the review for nearly an hour. Later, I deleted it and reposted it to get traffic recommendations, so it is no problem to modify it. If it is not modified frequently in a short period of time, it will be fine.

Whether the weight is reduced depends on whether the modified notes violate any rules. If there are no violations, it is recommended as normal. If the notes are modified too frequently, it will still have some impact on the weight. The more times you review the notes, the easier it will be for your violations to be discovered.

(2) Which third-party data analysis platform should I choose?

I have used Qiangua, Gray Dolphin, Xinbang, and Yien Stars. The analysis software on the market can meet your needs. Because I have used Yien Stars more recently, I personally feel that it is OK, because the exclusive version members can also

It is relatively expensive, and friends in need can purchase it in groups.

(3) What is the approximate ratio of small eyes to the number of likes and comments?

What I think is a reasonable value is for reference only. Small eyes/likes and comments are about 5%. If it is higher than 5%, it means that the notes are more likely to be interacted. If it is less than 5%, it is judged whether the notes have interaction problems.

Of course, this 5% belongs to the upper-middle class notes, and most predictions are around 3%.

(4) How to better test cover images?

Will the traffic of the first post of the note be affected if there is no traffic? On the video cover, Xiaohongshu has launched a cover test tool. After passing the cover test of the creation service center, you can upload 4 pictures as the cover when publishing the video on the computer (

(1 default cover + 3 PK covers), the system will randomly display these four pictures to everyone, and after 10 hours, the one with the best data will be selected as the final cover based on their click-through rates.

Secondly, you can check the "viewing" indicator of the past 7 days through the creation center, or the French fries or performance ads are used to test the click-through rate. The click-through rate is mainly tested. If the click-through rate is higher than 5%, it means that the cover and title attract users. If it is less than

5% indicates that there is room for improvement in the note cover and title.

As for the first note, as long as your account does not violate traffic restrictions and there is no traffic and you send notes again, there will be no impact.