一、賬號定位

1、 Account positioning

做內容營(yíng)銷(xiāo)這種事，怕定位不準。如果對平臺和用戶(hù)群的了解度不夠，成本損失不說(shuō)，還會(huì )直接影響品牌信任度。

When doing content marketing, one is most afraid of inaccurate positioning. If there is insufficient understanding of the platform and user group, cost losses will not only directly affect brand trust.

翻翻小紅書(shū)，你會(huì )發(fā)現80%的博主簽名上寫(xiě)著(zhù)：美妝、護膚、探店、穿搭，不僅跨了幾個(gè)領(lǐng)域，且內容同質(zhì)化嚴重，辨識度低。

Flipping through Xiaohongshu, you will find that 80% of bloggers have signatures that read: Beauty, skincare, store exploration, and fashion. Not only do they cover multiple fields, but their content is highly homogeneous and has low recognition.

這種情況不叫定位，屬于一鍋亂燉。

This situation is not called positioning, it belongs to a pot of stewing.

什么是定位呢？特勞特在《定位》這本書(shū)里下了一個(gè)定義——定位就是“如何讓你在潛在用戶(hù)的心智中與眾不同？”

What is positioning? In his book "Positioning," Trout defines positioning as "how can you stand out in the minds of potential users?"

所謂定位，即讓你的產(chǎn)品和企業(yè)，或者個(gè)人與眾不同，在市場(chǎng)上形成核心競爭力，對于受眾群里來(lái)說(shuō)，好的定位是鮮明的樹(shù)立品牌和IP的開(kāi)始。

The so-called positioning refers to making your product, enterprise, or individual unique and forming core competitiveness in the market. For the target audience, a good positioning is the beginning of establishing a clear brand and IP.

個(gè)人認為，拋去復雜的理論，定位簡(jiǎn)單明了地說(shuō)就是這3點(diǎn)：

In my personal opinion, abandoning complex theories, the positioning can be simply and clearly stated as these three points:

你是誰(shuí)？

Who are you?

你要做什么？

What are you doing?

你和別人有什么不同？

What is the difference between you and others?

賬號的定位從細分領(lǐng)域做起，當一個(gè)標簽做到頭部之后，再延伸到其他的定位才是合理的。以日化品巨頭寶潔公司在美發(fā)領(lǐng)域各類(lèi)產(chǎn)品的定位為例：

It is best to start the positioning of an account from a niche field, and when a tag reaches the top, it is reasonable to extend to other positioning. Taking the positioning of daily chemical giant Procter&Gamble in various products in the hairdressing field as an example:

潘婷——針對“損傷修護”的定位

Pan Ting - Positioning for "Damage Repair"

飄柔——針對“柔順”的定位

Piaorou - positioning for "smoothness"

海飛絲——針對“去屑”的定位

Haifei Silk - Positioning for "dandruff removal"

沙宣——針對“美發(fā)燙染”的定位

Sha Xuan - positioning for "hair styling and dyeing"

大家可以根據自身的情況結合這五點(diǎn)進(jìn)行定位：個(gè)人優(yōu)勢、興趣愛(ài)好、市場(chǎng)需求、確定目標用戶(hù)群體、選擇細分垂直小眾的領(lǐng)域。

You can position yourself based on these five points according to your own situation: personal advantages, interests and hobbies, market demand, determining target user groups, and selecting vertical niche fields for segmentation.

確定了定位后，你還要反復問(wèn)自己這3個(gè)問(wèn)題：

After determining the positioning, you also need to repeatedly ask yourself these three questions:

我的用戶(hù)群體是哪類(lèi)人？有什么特點(diǎn)？

What is my user group? What are the characteristics?

她們需要什么？

What do they need most?

提供什么樣的價(jià)值她們才能被我吸引？

What kind of value can they be attracted to me by providing?

這3個(gè)問(wèn)題是幫助你完成定位塑造的關(guān)鍵。不然你花了大量的時(shí)間寫(xiě)腳本，拍視頻，修圖，寫(xiě)文案，你會(huì )發(fā)現筆記發(fā)布之后，用戶(hù)根本不買(mǎi)賬。

These three questions are key to helping you complete your positioning shaping. Otherwise, if you spend a lot of time writing scripts, filming videos, editing images, and writing copy, you will find that after the notes are published, users will not even buy them.

二、內容技巧

2、 Content Skills

為了便于理解，我把小紅書(shū)的內容展示區域分為標題+封面+正文+話(huà)題+發(fā)布時(shí)間這五個(gè)部分。

For ease of understanding, I divided the content display area of Xiaohongshu into five parts: title+cover+main text+topic+release time.

寫(xiě)小紅書(shū)文案時(shí)，這三點(diǎn)務(wù)必牢記：

When writing Xiaohongshu copy, these three points must be kept in mind:

標題和正文必須包含關(guān)鍵詞

The title and main text must contain keywords

正文要分段，讓用戶(hù)讀起來(lái)更輕松

The main text should be segmented to make it easier for users to read

內容一定要具備干貨性和學(xué)習性

The content must have dry and learning qualities

01、標題技巧

01. Title Tips

標題也是吸引用戶(hù)的重要因素，所以標題要起的足夠吸引人，可以通過(guò)一些設問(wèn)、量化、營(yíng)造焦慮的描述，吸引用戶(hù)。

Titles are also an important factor in attracting users, so the title should be sufficiently attractive. It can attract users through some questioning, quantification, and anxiety creating descriptions.

標題模板：

Title Universal Template:

我總結出一個(gè)小紅書(shū)取標題模板：用戶(hù)收益（包含關(guān)鍵詞）+解決方案

I have summarized a universal template for selecting titles on Xiaohongshu: user benefits (including keywords)+solutions

△ 男生如何養成干凈陽(yáng)光臉，20天輕松逆襲。

How to cultivate a clean and sunny face for boys, and easily make a comeback in 20 days.

標題的規則：

Rules for titles:

①字數要控制在18個(gè)字以?xún)?，因為筆記標題多顯示兩行，在大屏手機上一行可以顯示10個(gè)字，兩行即20個(gè)字，留兩個(gè)空不會(huì )顯得太滿(mǎn)。

① The word count should be controlled within 18 words, because the note title can display up to two lines. On a large screen phone, one line can display 10 words, and two lines are 20 words. Leave two spaces to avoid appearing too full.

②適當添加表情符號裝飾，因為用戶(hù)很多是女孩子，要投其所好，但要注意表情符號占兩個(gè)字。

② Add emoticons appropriately for decoration, as many users are girls and should cater to their preferences. However, it is important to note that emoticons occupy two characters.

③拒絕標題黨，現在平臺打壓越來(lái)越嚴，太夸張、虛假的標題容易被打壓。

③ Refusing the headline party, the platform's crackdown is becoming increasingly strict, and overly exaggerated and false headlines are easily suppressed.

④加入關(guān)鍵詞。在寫(xiě)小紅書(shū)標題的時(shí)候，你的腦子里要時(shí)刻裝著(zhù)關(guān)鍵詞，比如你要推廣眼部美容儀、眼部射頻儀等和眼睛有關(guān)的產(chǎn)品，那你的標題和筆記里就要多出現眼部這個(gè)關(guān)鍵詞。

④ Add keywords. When writing the title of Xiaohongshu, always keep the keywords in your mind. For example, if you want to promote products related to the eyes such as eye beauty devices and eye radiofrequency devices, then you should include the keyword "eyes" more frequently in your title and notes.

02、封面/

02. Cover/

小紅書(shū)的內容展示有點(diǎn)類(lèi)似電商，給了封面圖大量的展示空間，所以一個(gè)爆款內容的開(kāi)始，一定是一個(gè)的封面配圖。

The content display of Xiaohongshu is somewhat similar to e-commerce, providing a lot of display space for the cover image, so the beginning of a popular content must be an excellent cover image.

△小紅書(shū)爆款筆記：消滅6大痘印

△ Xiaohongshu Hot Notes: Eliminating 6 Major Acne Marks

封面的技巧

Cover Tips

①封面要好看、干凈、有，比如你可以把標題的一些內容總結到封面上去。

① The cover should be attractive, clean, and focused. For example, you can summarize some of the content of the title on the cover.

②賬號整體封面風(fēng)格保持一致，其次順序和文字介紹順序一致

② The overall cover style of the account should be consistent, followed by a consistent order and text introduction order

③加標簽，小紅書(shū)目前有“5+1”種標簽，即地點(diǎn)、品牌、商品、影視、用戶(hù)以及自定義標簽，根據內容的添加適當的標簽，可以補充信息，增加曝光等。

③ Adding tags. Currently, Xiaohongshu has 5+1 types of tags, including location, brand, product, film and television, user, and custom tags. Adding appropriate tags based on the content can supplement information and increase exposure.

在設計上，要盡量選擇豎版（小紅書(shū)支持1:1和4:3兩種格式，但是豎版展示效果更好），文字要大，關(guān)鍵詞明確，且一定要吸引人。

In terms of design, it is advisable to choose a vertical layout (Xiaohongshu supports both 1:1 and 4:3 formats, but the vertical display effect is better). The text should be large, the keywords should be clear, and it must be attractive.

我們很多人不知道小紅書(shū)也有著(zhù)自己的運營(yíng)思路和模式的分析，我們對小紅書(shū)的運營(yíng)和宣傳有著(zhù)十分豐富的經(jīng)驗，所以這一篇的文章就來(lái)講一講小紅書(shū)平臺的運營(yíng)思路和模式的分析。

Many of us are not aware that Xiaohongshu also has its own analysis of operational ideas and models. We have rich experience in the operation and promotion of Xiaohongshu, so this article will talk about the analysis of the operational ideas and models of the Xiaohongshu platform.

我們平時(shí)在運營(yíng)小紅書(shū)的思路的時(shí)候，需要注意幾種機制：

When operating Xiaohongshu, we need to pay attention to several mechanisms:

一、小紅書(shū)的引薦機制

1、 The referral mechanism of Xiaohongshu

小紅書(shū)的機制和大部分的平臺是差不多的，一點(diǎn)不同的就是小紅書(shū)在之前就是小紅書(shū)有一個(gè)收錄的環(huán)節。

The recommendation mechanism of Xiaohongshu is similar to most platforms, with the only difference being that Xiaohongshu has an inclusion section before recommending.

加入小紅書(shū)的筆記尚未被收錄，我們的小紅書(shū)筆記就到不了的流量池里面。

The notes for joining Xiaohongshu have not been included yet, so our Xiaohongshu notes cannot reach the recommended traffic pool.

那么我們如何監測筆記能否被收錄呢？簡(jiǎn)單的方法就是去搜索框里面搜索該筆記，如果能夠搜索到這篇筆記，那么就說(shuō)明這篇筆記已經(jīng)被收錄了。

So how do we monitor whether notes can be included? The simplest way is to search for the note in the search box. If the note can be found, it indicates that it has been indexed.

筆記被收錄后，該篇筆記就會(huì )進(jìn)入系統的流量池，小紅書(shū)筆記初的量是200，如果這篇筆記的點(diǎn)贊率和觀(guān)看率、還有收藏量到達一定標準的話(huà)，那么此篇筆記就會(huì )進(jìn)入下一級流量池，下一級的流量池就會(huì )有大概兩千的曝光量，以此類(lèi)推，如果你的小紅書(shū)筆記受到大多數人的歡迎的話(huà)，那么你的小紅書(shū)就被一直被，甚有更大的展現量。

After the note is included, it will enter the system's traffic pool. The initial recommended amount of Xiaohongshu Note is 200. If the likes, views, and favorites of this note reach a certain standard, it will enter the next level of traffic pool. The next level of traffic pool will have about 2000 exposures, and so on. If your Xiaohongshu Note is popular among most people, then your Xiaohongshu will continue to be recommended and even have a larger display.

二、小紅書(shū)的權重機制

2、 The weight mechanism of Xiaohongshu

小紅書(shū)近對營(yíng)銷(xiāo)號的打擊力度比較大，所以在一些權重機制方面就會(huì )做一些調整，如果判定你為營(yíng)銷(xiāo)號，那么就會(huì )影響賬號的流量，的機率也變得很小。

Recently, Xiaohongshu has been cracking down heavily on marketing accounts, so some adjustments will be made to the weighting mechanism. If you are judged as a marketing account, it will affect the traffic of the account and the probability of recommendations will become very small.

注意事項：

Notes:

1.新注冊的小紅書(shū)賬號，在沒(méi)有熟悉小紅書(shū)筆記發(fā)布規則的時(shí)候一定要謹慎發(fā)帖，否則一旦被小紅書(shū)認定為營(yíng)銷(xiāo)號，那么小紅書(shū)的權重就不容易上去。

1. Newly registered Xiaohongshu accounts must be cautious when posting without being familiar with the Xiaohongshu note publishing rules. Otherwise, once recognized by Xiaohongshu as a marketing account, it will be difficult for Xiaohongshu to gain weight.

2.小紅三個(gè)數發(fā)布違規的筆記會(huì )被降權中，比如個(gè)人昵稱(chēng)資料、筆記內容或者評論區進(jìn)行宣傳或者是引導用戶(hù)消費的行為，這些行為一旦被發(fā)現就會(huì )被降權重，嚴重者會(huì )被封閉賬號

2. Xiaohong's posting of illegal notes, such as personal nickname information, note content, or promotional activities in the comment section, or behaviors that guide users to consume, will result in a downgrade of their authority. In severe cases, their accounts will be closed

3.小紅書(shū)的權重由多個(gè)數據進(jìn)行支撐和分析，所以我們在平時(shí)的運營(yíng)過(guò)程中也要保持穩定的內容輸出和的小紅書(shū)筆記。

3. The weight of Xiaohongshu is supported and analyzed by multiple data, so we also need to maintain stable content output and high-quality Xiaohongshu notes in our daily operations.