Mastering Xiaohongshu: The Art of Core Keyword Strategy

Personalized Search Capability of Xiaohongshu

The full potential of Xiaohongshu’s search capabilities becomes evident when utilizing its search function. This platform does not discard decision-making answers that may not have garnered extensive user interaction. The concept of “thousand faces for a thousand people” surpasses the limitations of data-driven rankings. While the majority may find certain information valuable, it is recognized that a minority may hold different views. Xiaohongshu’s personalized search allows each user to find the answers they deem correct, which is a significant advantage of the platform.

The value of information is inherently multifaceted, encompassing timeliness, interest, and personalization. What may seem irrelevant today could become crucial in the future. Therefore, when evaluating note results, it is essential not to focus solely on short-term metrics such as three or seven-day cycles. Instead, one should maintain a clear direction, identify core keywords, and persistently pursue them. Steadily advancing, even with small steps, will lead to substantial progress over time.

 

Role of Viral Content

Viral content plays a critical role in Xiaohongshu’s commercial deployment, as it can enhance user trust and increase the recovery rate of notes. The most effective method for creating viral content is a combination of 70% established viral elements and 30% differentiation. The selection of topics that go viral is not a product of brainstorming but rather a result of thorough information gathering.

One should not attempt to reinvent the wheel; instead, by integrating existing materials with one’s own ideas to form a new perspective, one can create compelling content.

The Competitive Advantage of Xiaohongshu

Xiaohongshu’s true advantage does not lie in its graphic and video content but in the notes authored by ordinary users based on their personal experiences. The platform’s real competitive barrier is the ability to quickly find notes from real users who have had similar needs, containing their experiences and various solutions.

If one wishes to rapidly understand the essence and core of a matter, notes are the most cost-effective choice in terms of time. Xiaohongshu’s emphasis on note creation is an efficient model for information dissemination, encouraging users to develop a habit of quickly finding answers through notes. A few pages of notes can distill the essence of content. Xiaohongshu has consistently focused on the note format for a decade, and today it has become the final destination for comprehensive consumer decision-making.

Therefore, all merchants should not approach Xiaohongshu notes with the sole intention of precisely conveying selling points to users. Instead, they should consider the user’s perspective, identifying scenarios and needs that align with the product’s selling points. The notes we commission from influencers should reflect their authentic viewpoints, avoiding preconceived notions and a brand-centric approach. By assisting influencers in creating notes that closely resemble real user experiences and address genuine needs, the desired outcomes will naturally follow.

 

The Necessity of Engaging with Xiaohongshu

For a brand with a strong offline presence, the question arises whether it is necessary to engage with Xiaohongshu. The answer is affirmative: it is essential.

Why? Today, Xiaohongshu is not merely a channel for brand growth but also the final destination in consumers’ decision-making process. Neglecting Xiaohongshu could result in a brand’s invisibility on the platform, potentially leading to traffic diversion by competitors.

A more adverse scenario is having a presence but with predominantly negative feedback. Such a reputation on Xiaohongshu can be detrimental to a brand’s image. Although it is challenging to reverse negative perceptions, a higher ratio of positive ‘planting’ notes to ‘avoiding pitfalls’ notes can mitigate significant damage. This distinction hinges on the brand’s commitment to Xiaohongshu, regardless of the strength of its distribution channels. Hence, for brands today, engaging with Xiaohongshu is not just an offensive strategy but also a defensive one, aimed at preventing traffic diversion and managing negative reputation.

How to Operate an Account

The content saturation on Xiaohongshu is notably high. Especially for early adopters in certain fields, their content sensitivity and creative capabilities are very strong, having elevated the data for many keyword-related viral topics to high levels. This has made it challenging to create viral hits with conventional methods for many classic topics in vertical categories.

Three years ago, when Xiaohongshu was new, topics were abundant and unexplored. Today, every profitable niche has individual entrepreneurs and teams actively participating.For newly registered accounts, there are two viable paths: either create content with strong interactivity to improve account metrics and increase weight; or pursue field hotspots with high-quality topics and content.