Xiaohongshu, taking “Inspire Lives” as its core concept, is a popular lifestyle platform in China for users to record and share every moment of their lives through short videos, words and pictures, and interact with other users based on their interests. According to the Xiaohongshu user strategy analysis report released by iResearch, at present, 70% of the users of Xiaohongshu are post-90s generation, mainly including students, workers, online celebrities and merchants.
As of December 2020, Xiaohongshu has been downloaded 5.3 billion times, and the number of users has exceeded 300 million. If you run a store, you can share the pictures of your store or products with custom filters, labels, stickers and music on Xiaohongshu, to give users an opportunity to get a better understanding of your brand. This approach can win the favor of many young users in China and quickly improve the brand image.
The first picture is the best business card
To create the first post in Xiaohongshu, the first step is to click the symbol “+” at the bottom of the page to select the photos or videos you want to share. The first picture is like an advertising poster, so make sure to choose the most captivating image. It is suggested to use a 3:4 picture aspect ratio that can show pictures more comprehensively and is suitable for “pinning photo from above or below”. If you want the first picture to be more attractive to people, additional APPs can be used, such as “Butter Camera” and “Picsart”. These APPs have an excellent photo editing system and their basic functions are free. So even if you are a novice, don’t worry, by adding various stickers and other elements to the picture and changing the title font, you can make a tasteful cover.
In addition, add hashtags directly on the pictures when editing the first picture and secondary picture. These hashtags can highlight important information at the corresponding position on the picture, such as descriptive words, brand name, type, location or user. Although these hashtags are not displayed in the recommendations of Xiaohongshu, they will become the key element to interest users in the content when they click the first picture to read the text in detail.
Xiaohongshu now allows you to post Vlogs. If you need to post a Vlog, you can select the video you need to upload from the gallery, and before posting the video, edit the video and set richer transition effects and special effects by using an APP such as “CapCut” as well as the built-in video beautification tool of Xiaohongshu. Last but not least, remember to choose the most attractive cover!
Tips on creating compelling content
“The title is the soul of a post”. When creating a title, insert keywords with the target users in mind in the title and use words reflecting emotions or identities. This can stimulate the interest of your audience to the greatest degree, improve the click rate, and set the tone for the whole article.
“Simple and sincere language leaves the strongest impression”, that is, write the text briefly and logically. According to statistics, an article on Xiaohongshu with a high click rate contains usually 200-300 Chinese characters, so it is better to keep the text in this range. While writing the content, a more clear typesetting method and emoji need to be used to highlight the key content, which will visually improve the users’ browsing experience and further enhance their attention.
Add relevant hashtags. Similar to the hashtag added on the picture, the hashtag in the post contains the type, location, brand or user. You can add any hashtag in the text.
Tips on keyword selection when you do a post in Xiaohongshu
Mastering the method to set keywords will make it easier to match the target audience. Xiaohongshu is an online community focusing on content. Therefore, when users search for the information they need, they use keywords for information retrieval. Xiaohongshu can also determine the category of your post by screening the recurring keywords in the post. For this reason, the keyword in the title can be set. If this keyword appears in the first 20 characters, it will be easier to be included in the corresponding category. However, it should be noted that the keyword should not be used frequently in the text, otherwise the text will be detected as malicious marketing and thus the traffic will reduce.
The best time to post
If you have completed the above steps, the final thing you need to do is to improve the conversion rate to make the post more attention grabbing.
In Xiaohongshu, there are general statistics about the selection of the time to post. The peak browsing time in Xiaohongshu is usually 7:00-9:00 a.m., 12:00-14:00 p.m. and 21:00-24:00 p.m. However, it is necessary to distinguish the peak hour according to content category. For example, the peak hour for browsing the posts related to skin care is 20:00-23:00 p.m. Urban female white-collar workers usually choose to protect their skin at this time due to their work schedule, so this time period is suitable for posting skin care content. In addition, it should be noted that there will be about 10-30 minutes from submission to approval of posts. This time period is used for the Xiaohongshu system to examine and approve the posts before they are allowed to appear in the online community. Therefore, you need to estimate the time to post according to the product category, and take into account the approval time the Xiaohongshu system will take when planning to post in the peak period.
If you have created the first “post” in Xiaohongshu according to the above steps, more and more people will like the post, make comments on the post and add the post to their favorites! Xiaohongshu usually helps users creating their first post to “increase traffic for free”, so don’t miss this opportunity. If many people like your post, keep trying to post something helpful and useful!
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