Recently, many friends have been confused about the content mode of Xiaohongshu. Mainly due to the diversification of Xiaohongshu users' demands for content, as a Xiaohongshu marketer, it is no longer possible to treat "mature" users in the form of content in the past.
Especially since this year, after the official rules of Xiaohongshu have been adjusted many times, marketers need to adjust their content direction in time. Therefore, this article sorts out the adjustment of the content stage, and shares how to do a good job in the next content from the perspective of account operation.
1. The 1.0 stage of Xiaohongshu’s marketing content
(before May 2020)
Key point: Use a single level of thinking to guide users and make decisions for users to plant grass.
For example: Maternal and infant products use fake personas experience, entrainment to promote products, the title "Like for good pregnancy, like for male baby", etc. In the content, the person's experience and product description are carefully browsed, and you can find that the correlation is "Jingwei". separate.
However, the weight of such articles is often driven by the number of likes and comments, reaching a higher weight, so the traffic harvested is enough to support more stable visitors.
At this stage, there are also more common forms of concentration, which are also “profiteering” to guide users in planting and consuming decisions, such as Jiugong format product evaluation and horizontal evaluation of many products such as “scoring” and “king ranking”.
With the many resentments generated by users under the concentration of this type of content, the platform also restricts the traffic of this type of content, so although the previous traffic was high and the content ranked high in the category, it will not be blocked by the platform. Actively placed on the user's discovery page, it can only be presented passively through the user's search for keywords.
2. The 2.0 era of Xiaohongshu marketing content
(June 2020-February 2021)
Important: Competing to imitate leads to homogenization of content.
The background of this stage is that the DAU ratio of several mainstream short video platforms is seriously declining (take Kuaishou as an example, after the DAU exceeded 300 million in February 2020, it quickly dropped to 253 million in June of the same year), so the content increased Screening strength. He raised his sword against the "vulgar" trend of imitation, and bravely said No to homogenized imitation. This move led to a rapid recovery in daily life two months later.
At this stage, when a certain main image exploded on the Xiaohongshu platform, many notes competed to imitate the main image form, and regardless of whether the product fits the scene or not, the content and images were mechanically copied, resulting in a high conversion rate. . However, the weight of notes is extremely low, so the value of the content of the platform at this stage is greatly reduced. Such content and methods also seriously violate the wishes telemarketing list of the platform, so it promotes the third-stage upgrade of the platform, which is also an upgrade with great changes.
Therefore, although the adjustment and upgrade of the rules of Xiaohongshu has always been dominated by user experience, the effect brought by the excellent upgrade cases of benchmarking new media platforms is also indispensable.
3. The 3.0 era of Xiaohongshu marketing content
Important point: The biggest change at this stage is that the “ecological violation rate” has been added to the review interface of the platform, which is divided into “account total ecological violation rate” and “ecological violation rate in the past 20 days”.
Although this stage has passed, let's interpret it here.
The so-called ecological violation rate means that the platform has an overview of the abnormal data situation of all notes in the account, account telemarketing list weight, overall broadcast completion rate, account ecosystem robustness, and content output frequency through irregular and random, or through public opinion review and reporting. As well as multiple dimensions such as interaction rate, and a value calculated from the above data, when the ecological violation rate (including the ecological violation rate in the past 20 days) ≥ 60%, the newly released notes will be marked after the machine review is passed. And put it into the C channel for manual review.
This channel usually deals with notes with a "suspected" label. All notes in channel C will be checked on the homepage, and the note will be punished with a high probability after checking the homepage (generally, risk publishing or cheating punishment).
The road is one foot high and the devil is one foot high, and the smart marketing team quickly found the loophole at this stage, that is, by using as many non-marketing notes (that is, the so-called "support account") as possible to reduce the ecological violation rate, All actions are based on solving the problem of ecological violation rate, resulting in the wanton increase of low-quality content, which reduces the user's experience, and Xiaohongshu, which is dominated by the "user first" thinking, soon implemented a new policy .
Supplement: The frequency of account usage and the user's stickiness to the platform are an important part of the account weight, which is equivalent to the value of the completion rate to the note weight. When your notes are not aware of this problem, the breaking article will be farther away from you. farther and farther.