一、账号定位

1、 Account positioning

做内容营销这种事，怕定位不准。如果对平台和用户群的了解度不够，成本损失不说，还会直接影响品牌信任度。

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.

翻翻小红书，你会发现80%的博主签名上写着：美妆、护肤、探店、穿搭，不仅跨了几个领域，且内容同质化严重，辨识度低。

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.

这种情况不叫定位，属于一锅乱炖。

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

什么是定位呢？特劳特在《定位》这本书里下了一个定义——定位就是“如何让你在潜在用户的心智中与众不同？”

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

所谓定位，即让你的产品和企业，或者个人与众不同，在市场上形成核心竞争力，对于受众群里来说，好的定位是鲜明的树立品牌和IP的开始。

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.

个人认为，抛去复杂的理论，定位简单明了地说就是这3点：

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

你是谁？

Who are you?

你要做什么？

What are you doing?

你和别人有什么不同？

What is the difference between you and others?

账号的定位从细分领域做起，当一个标签做到头部之后，再延伸到其他的定位才是合理的。以日化品巨头宝洁公司在美发领域各类产品的定位为例：

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——针对“损伤修护”的定位

Pan Ting - Positioning for "Damage Repair"

飘柔——针对“柔顺”的定位

Piaorou - positioning for "smoothness"

海飞丝——针对“去屑”的定位

Haifei Silk - Positioning for "dandruff removal"

沙宣——针对“美发烫染”的定位

Sha Xuan - positioning for "hair styling and dyeing"

大家可以根据自身的情况结合这五点进行定位：个人优势、兴趣爱好、市场需求、确定目标用户群体、选择细分垂直小众的领域。

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.

确定了定位后，你还要反复问自己这3个问题：

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

我的用户群体是哪类人？有什么特点？

What is my user group? What are the characteristics?

她们需要什么？

What do they need most?

提供什么样的价值她们才能被我吸引？

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

这3个问题是帮助你完成定位塑造的关键。不然你花了大量的时间写脚本，拍视频，修图，写文案，你会发现笔记发布之后，用户根本不买账。

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、内容技巧

2、 Content Skills

为了便于理解，我把小红书的内容展示区域分为标题+封面+正文+话题+发布时间这五个部分。

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

写小红书文案时，这三点务必牢记：

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

标题和正文必须包含关键词

The title and main text must contain keywords

正文要分段，让用户读起来更轻松

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

内容一定要具备干货性和学习性

The content must have dry and learning qualities

01、标题技巧

01. Title Tips

标题也是吸引用户的重要因素，所以标题要起的足够吸引人，可以通过一些设问、量化、营造焦虑的描述，吸引用户。

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.

标题模板：

Title Universal Template:

我总结出一个小红书取标题模板：用户收益（包含关键词）+解决方案

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

△ 男生如何养成干净阳光脸，20天轻松逆袭。

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

标题的规则：

Rules for titles:

①字数要控制在18个字以内，因为笔记标题多显示两行，在大屏手机上一行可以显示10个字，两行即20个字，留两个空不会显得太满。

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适当添加表情符号装饰，因为用户很多是女孩子，要投其所好，但要注意表情符号占两个字。

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拒绝标题党，现在平台打压越来越严，太夸张、虚假的标题容易被打压。

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

④加入关键词。在写小红书标题的时候，你的脑子里要时刻装着关键词，比如你要推广眼部美容仪、眼部射频仪等和眼睛有关的产品，那你的标题和笔记里就要多出现眼部这个关键词。

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/

小红书的内容展示有点类似电商，给了封面图大量的展示空间，所以一个爆款内容的开始，一定是一个的封面配图。

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.

△小红书爆款笔记：消灭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、干净、有，比如你可以把标题的一些内容总结到封面上去。

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账号整体封面风格保持一致，其次顺序和文字介绍顺序一致

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

③加标签，小红书目前有“5+1”种标签，即地点、品牌、商品、影视、用户以及自定义标签，根据内容的添加适当的标签，可以补充信息，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.

在设计上，要尽量选择竖版（小红书支持1:1和4:3两种格式，但是竖版展示效果更好），文字要大，关键词明确，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.

我们很多人不知道小红书也有着自己的运营思路和模式的分析，我们对小红书的运营和宣传有着十分丰富的经验，所以这一篇的文章就来讲一讲小红书平台的运营思路和模式的分析。

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.

我们平时在运营小红书的思路的时候，需要注意几种机制：

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

一、小红书的引荐机制

1、 The referral mechanism of Xiaohongshu

小红书的机制和大部分的平台是差不多的，一点不同的就是小红书在之前就是小红书有一个收录的环节。

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

加入小红书的笔记尚未被收录，我们的小红书笔记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.

那么我们如何监测笔记能否被收录呢？简单的方法就是去搜索框里面搜索该笔记，如果能够搜索到这篇笔记，那么就说明这篇笔记已经被收录了。

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.

笔记被收录后，该篇笔记就会进入系统的流量池，小红书笔记初的量是200，如果这篇笔记的点赞率和观看率、还有收藏量到达一定标准的话，那么此篇笔记就会进入下一级流量池，下一级的流量池就会有大概两千的曝光量，以此类推，如果你的小红书笔记受到大多数人的欢迎的话，那么你的小红书就被一直被，甚有更大的展现量。

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、小红书的权重机制

2、 The weight mechanism of Xiaohongshu

小红书近对营销号的打击力度比较大，所以在一些权重机制方面就会做一些调整，如果判定你为营销号，那么就会影响账号的流量，的机率也变得很小。

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.

注意事项：

Notes:

1.新注册的小红书账号，在没有熟悉小红书笔记发布规则的时候一定要谨慎发帖，否则一旦被小红书认定为营销号，那么小红书的权重就不容易上去。

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.小红三个数发布违规的笔记会被降权中，比如个人昵称资料、笔记内容或者评论区进行宣传或者是引导用户消费的行为，这些行为一旦被发现就会被降权重，严重者会被封闭账号

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.小红书的权重由多个数据进行支撑和分析，所以我们在平时的运营过程中也要保持稳定的内容输出和的小红书笔记。

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.