Editor's introduction: As one of the social platforms, Xiaohongshu also attracted the attention of brand merchants when it emerged from the circle due to its grass-growing attributes, and became one of the main battlefields of brand marketing.

The creation of popular notes is one of the effective ways to boost traffic conversion.

Specifically, how should popular notes on the Xiaohongshu platform be planned and created?

The author of this article summarizes this, let’s take a look.

The annual Double 11 has begun again.

In addition to traditional e-commerce platforms such as Taobao and JD.com, social platforms such as Douyin, Kuaishou, and Xiaohongshu have all started their own Double 11 activities.

Xiaohongshu, as a powerful grass-growing platform in the hearts of young people, has always been the main battlefield for brand marketing and traffic grabbing.

The key to whether you can use Xiaohongshu to expand your brand's reputation and even convert sales is: hot-selling notes.

The following will teach you step by step how to plan and write popular notes, allowing you to "fight" your way through the massive amount of content.

1. Hot Notes = Millions of Free Traffic Xiaohongshu used to have a small number of users, and bloggers had natural traffic dividends.

Today, the number of users reaches more than 200 million.

There are more and more notes and more and more competition.

It is a general trend for platforms to allocate traffic to high-quality content.

What is quality content?

I think there are two criteria: because Xiaohongshu is a content distribution mechanism for thousands of people, push it to a few people first, and then recommend it to more people if the feedback is good.

High-quality content is the prerequisite for becoming a popular note, so popular notes often have high views, likes, and collections, and can occupy a high ranking within the platform.

Consumers start by reading hot-selling notes in Xiaohongshu. After becoming interested in the product, they further search for product information on Xiaohongshu/Taobao to learn more about the product. They generate a purchase intention and browse in the store, and finally make a consumption decision and pay for the product.

In other words, Xiaohongshu’s popular articles are crucial to a product’s conversion rate.

Therefore, no brand will give up this piece of "cake".

2. Quickly create popular notes. How to create popular notes, I have summarized 6 major steps here: first choose a topic - write a title - write the main text - optimize the cover - release time - avoid minefields.

1.step1: Selecting topics is not that complicated for brand owners, because the categories are fixed, and the shortest way is to choose popular keywords to create content.

For example, if you are a brand that makes facial masks, if you search for "facial mask" in the search box, many keywords will appear. Just focus on these keywords.

For small and medium-sized brands, it is best not to make keywords too "big" because they cannot compete with big brands.

We can narrow the scope of topic selection as much as possible so that products can be recommended to users more accurately.

Here we teach you the "segmentation method", including 7 aspects: subdivided into seasons: such as "winter skin care" and "summer matching"; subdivided into methods: such as "weight loss methods" and "skin care methods"; subdivided into processes: such as

"Makeup tutorials" and "beauty reviews"; segmented into groups: such as "office workers' outfits" and "student party makeup"; segmented into products: such as "whitening essence" and "headphones"; segmented into festivals: such as

"Chinese Valentine's Day gifts" and "Double Eleven masks"; subdivided into locations: such as "Hangzhou hotels" and "Shanghai specialties".

2.step2: After the title has a general direction, it is time to officially start writing notes.

A good title is the key to a popular article. Here are several techniques for a popular article title.

1) Highlight keywords in the title so that others can get the features of your product at a glance and highlight the keywords.

For example, a facial mask brand: negative example: "Recommend a super easy-to-use facial mask."

The positioning here is too vague.

Positive example: "Treasure Hydrating Mask, a must-have for student parties!" The key words here are "hydration" and "student party".

2) Arouse curiosity and set up some suspense to arouse users’ curiosity.

For example: 3) Specific numbers Adding specific numbers in the title can make people feel more intuitive, and using Arabic numerals is more impactful.

For example: "You applied the mask wrongly. Apply the mask like this once and like it 10 times." "Repurchase the mask no less than 800 times." 4) Hit the user's pain points and set titles based on the user's pain points, such as categories such as beauty and skin care.

It’s easier to find users’ pain points.

For example: 5) Hot topics can be combined with popular people or topics to set titles.

For example: 6) Avoid minefields. Do not put the brand name in the title. It may be easily judged as a commercial advertisement by Xiaohongshu. Try to highlight the product features.

Negative example: "My favorite facial mask - XX mask."

Positive example: "Ultra-mild hydrating mask, affordable and not a surprise!" 3. step 3: The difficulty in writing the main text content lies in the product placement. If the product can be well placed without making users feel that it is marketing, then

This note is already half the battle.

Therefore, it is important to understand the product, which can help us determine the category of the article, and the functions and applicable groups of the product can help us determine the content of the article.

Based on this logic, we can break it down into 3 steps: break down the functions or components of the product, lock in the audience, and determine the title and keywords.

Confirm the characters and scenes to make the content more realistic.

Build an architectural foundation of "personal experience + experience sharing + product placement", and then add some professional content to make the content valuable.

Example: Promote a certain facial mask.

For example, the facial mask has the functions of whitening and removing acne. It is positioned as a mid- to low-end product and is suitable for office workers and students.