Source: And Xingzhou
Have you read a lot of Xiaohongshu operation skills, how to make a hit, how to write a title? They tell you to use a variety of formulas to write a title, the content of the note must have emotions, make your content resonate with users, and output valuable content.
You are very excited to see such reasoned and evidence-based content, and your head tells you that you understand, you think you can write titles, and you know how to create popular notes, but when you actually do it, you find that you still have no clue, and you still don't know where to start.
I understand the truth, but I just can't do it, and there are no clear steps.
In fact, in the final analysis, it is because I only know the theory and do not understand the fundamental logic of Xiaohongshu's note creation.
1. Make the content relate to the audience
"There's no such thing as a note that becomes a hit for no reason, unless you make your content relate to your audience. ”
The popular content that can really stand out often has a secret weapon - let the content connect with the audience.
Only by making the user feel that your content is related to him, can make him learn knowledge, let him know the latest news and information, make him happy, help him vent his emotions, and make her beautiful......
That's what we often call providing value.
The content is about him and benefits him, not just self-expression.
Methods such as finding pain points, summarizing title formulas, emotional resonance skills, etc., are essentially to relate the content to the audience.
Therefore, one of the cores of Xiaohongshu's notebook creation is related to "him": the things he cares about, "his" interests and hobbies, "his" pain, "his" anxiety, "his" entanglement, "his" problems, and "his" laziness, greed, lust, vanity......
When you find the point in the relationship between the content and the audience, it gives the user an incentive to open the note.
In fact, the audience also wants to see good content, since the content of your notes is so good, then give the audience a chance and give him an urge to click.
The quality of the content is about you, and the foothold (focus) of creating content is about the audience.
Behind the content of every popular note, there is one or several motivations that make the audience willing to take the initiative to open your notes, and the strength of the motivation is the closeness of the relationship between the content and the audience.
The foothold (focus) of content creation should be on how to make the content have a relationship with the audience, so that the audience can find that the content of your notes is related to him, and it is the questions, pain points, habits, emotions, etc. that he cares about and is familiar with.
From this point of view, with this kind of thinking, if you look at the popular notes, it is easy to know how to create a note that is popular with the audience.
So, how do you relate your content to your audience?
The easiest way is that you have to stand on the same front with the audience, and you and the audience have a common identity, a common role, a common hobby, a common experience, a common goal, a common enemy, and a common value.
For example, everyone has experienced the common pressure in life and work, the torture of personal mental internal friction brought by similar habits and personalities, the happiness and pain experienced by mothers in the process of raising babies and raising children, the depression of being squeezed by leaders in the workplace, being excluded by hated colleagues and having nowhere to vent, and the social fear experience of the I people......
Self-media bloggers should stand in everyone's position and say the common pain and voice of the audience, so that your notes can be supported by everyone.
If you want to improve the completion rate, interactivity, and follower growth of your notes, you need to understand that your content is not a one-way transmission, but because your content has established a relationship with the audience, so that the audience has emotional resonance and valuable gains. One of the most important things about creating content is that you want to make the audience part of the content, consider the relationship between the content and the audience, pain points, interests, the audience's reaction after watching it, and how much time they will spend exchanging your content.
The audience has a sense of identity with your content, so there will be interactions again and again, and the better the interactivity, the better the system determines the quality of the notes, so there will be positive feedback from continuous streaming.
Every interaction is a deepening of the relationship.
2. Gossip thinking and in-depth relationship-building
People are born to love gossip, a small thing can be spread from the east of the village to the west of the village in one day, and the gossip in the Internet era can spread all over the world overnight, which is a characteristic of gossip, and the speed of transmission is fast.
Anthropologist Robin Dunbar offers an explanation for this, arguing that human gossip is similar to the social grooming behavior of other primates, where you groom me and I groom you, creating intimacy through this interaction. The primate that takes the longest time grooming is the chimpanzee. Chimpanzees spend about 20% of their time doing this.
The quickest way to build a relationship between people is to have a common object to complain about, which will allow two people to quickly stand on a united front and form an alliance.
Is this very similar to the behavior of primates grooming each other?
If the relationship between the two people goes one step further and becomes best friends and friends, then they will share their secrets with each other and let each other know their weaknesses, which will be a more personal thing.
Let's think about our own experience, whether this is how intimacy is established.
In addition to the fast spread, gossip also has two characteristics, strong storytelling and logical structure.
These two features can help us create more vivid and interesting Xiaohongshu notes, and can help us write content that attracts clicks and reading, thereby increasing the probability of Xiaohongshu's popular notes, and also increasing the interaction rate of notes, such as likes, favorites, and comments.
1. Strong storytelling
When we gossip or share secrets or share things, don't we like to start with this, "Hey, I'll tell you something, don't tell anyone! I have a colleague, how is he?"
I heard a story and then I'll tell it to you, and that's the gossip atmosphere.
The most common form of story is gossip.
Use the story structure of gossiping, complaining, and sharing to write copywriting that resonates with emotions.
You don't even notice it yourself, in fact, the writing method of popular notes is hidden in everyday conversations.
Most amateur bloggers write notes with flowery rhetoric, using a variety of adjectives to describe a thing or recommend a product.
Therefore, the content you write will make people feel very boring, and the first sentence will dissuade people, and they will not be interested in listening to you anymore.
Let's try to reminisce, when you share a thing/secret with your girlfriend or friend, how do you express it, and how do you bring your emotions into it?
"My dear, let me tell you, since I gave birth to a child, the pressure is really too great, I can't sleep well for several days, I just hold the baby and cry there, I can't explain why, it's just uncomfortable. Every morning I wake up with a big handful of hair on my pillow, you see I'm bald, annoying......"
Is this a contextual representation in our everyday conversations?
But many bloggers will express themselves too much in writing when writing copy, and it will be awkward to read it themselves, let alone the feelings of the audience.
For example, "Since giving birth to a child, I have survived countless sleepless nights, the whole person seems to have collapsed, the pressure has consumed the joy brought to me by the birth of the child, I almost collapsed, and I cry silently alone in the dead of night......"
You see, when you compare these two kinds of copywriting, the first one is not particularly pictured, down-to-earth, and has both scenes, pain points, and emotions.
After reading such notes, will the mothers have a special sense of resonance and identity, because you talked about your common experience, insomnia, hair loss, and inexplicable sadness, and your content was written to her heart.
To vent their emotions, they like, favorite, comment and retweet.
Let's stretch this copy a little bit and add more details to it and it will become a complete and emotionally valuable note.
Talk about the reasons for stress, which work, life, and problems between husband and wife are caused, and what negative effects these problems have brought to your mood, mental state, and work, and then tell the audience under what circumstances you found a solution to these problems, and finally make yourself better through personal verification.
After adding details, it not only makes the content richer, but also makes the content have the 5 elements of Xiaohongshu's popular notes, scenes, pain points, emotions, methods, and results.
The video is accompanied by scenes and pain points, dark circles caused by insomnia, haggard and dull eyes, a large handful of hair on the pillow, and a close-up of the almost bald forehead, these pictures that can resonate with the audience are enough to evoke the past experiences of the mothers and poke the current emotional state.
As soon as the screen turns, tell the audience that you have found a specific way to solve the pain point, show your current full mental state, and show effective results.
These make up a complete note with the potential to be a hit.
If you want to interact with the audience, you need to give the audience an emotional outlet, help them express their pain, happiness, stress, anxiety and anxiety, and let them feel recognized and healed.
One of the most important aspects of storytelling is to have a sense of object.
If you are communicating with the audience like a girlfriend or a friend, you need to use the context of sharing to write notes to be more real and convincing, and the information you convey will make people agree and resonate, rather than writing notes as essays and poems.
You have to know who you're talking to.
If you want to write emotional notes, you need to have a description of specific things and details, and resonance exists in the description of details.
2. The structure is logical
Whether you're chatting about a gossip or sharing a good product, what kind of scenario are we talking about?
Let's think about it, do you want to start with the topic of this matter? That is, there has to be a thread to bring the topic out.
This thread can be a pain point, a piece of news, an experience, an unhappy little thing.
When you discuss the issue of face mask with your girlfriend, you must have mentioned the pain point of dry skin, or she said the pain of acne spots on your face, and then you discuss and share this topic. It just so happens that you use a new mask at this time, and the freckle removal and emollient effects are very good, and you will be very enthusiastic to share it with your girlfriends. You will say that this mask has a good freckle removal effect and long-lasting moisturizing power, and then start to tell the story of your previous dry and rough skin, and the process of being recommended by someone to grow grass, and finally you will tell your girlfriend that you have used this mask for two weeks and your skin condition has improved, and use such results to emphasize the effectiveness of the mask.
Or if you're going to share a celebrity gossip with me, but I don't know the whole process, do you want to tell me the specifics of the gossip, and then the public's reaction to it, and your own opinion.
Sort it out like this and you'll find that this is a complete story structure, right?
Therefore, the story has a cause, a process, a detail, a method, a point of view, and an effect.
Generally, ordinary people tell stories plainly and directly, and they don't have any emotional fluctuations, but they are simply narrating, and the listener has a simple "oh", so that the matter will pass, and it will not cause discussion at all. This reaction will suddenly interrupt your desire to share, and you will find this person particularly boring and boring, and you will have an opinion about him in your heart, and you will not share anything with him in the future.
But you don't think about it, you share the story in the wrong way, and you don't arouse people's interest and desire to discuss.
And what about the storyteller? He will look at the problem from multiple angles, so that the story will appeal to you, and you will want to listen to him.
He may be dancing with his hands full of excitement, speaking logically and methodically, and at the end he will say a point that will cause discussion, and in this scene and atmosphere will stimulate your emotions, make you have the desire to express, and there will be interaction between you.
In our daily life, as long as the story is interesting and engaging, it is enough.
But as a self-media blogger, your story isn't just about fun.
Or is the story of the mask essentially about you sharing a good product with your girlfriends.
Think about it, the process of sharing a product or a piece of clothing with your friends is not the process of planting grass?
Since your best friend is willing to discuss this issue with you, it must be because she also wants to whiten and remove freckle pain points, or she also has experience and methods of whitening and freckle removal, right?
As a Xiaohongshu blogger, your desire to share is also a very important thing.
After analyzing it in this way, we can find that to tell a story is to tell content that is relevant to the audience, and to have a relatively complete process to substitute the audience into the scene, and to restimulate the memory of the difficulties or distress he encountered in the scene at that time.
It's like if you and your friend are discussing a similar experience that you have in common, and the friend describes the process of the experience in a very well-reasoned and methodical way, as well as the opinions and opinions on the matter, and you just stand aside and nod frantically, "Uh-huh, yes, yes, yes, I too".
Therefore, storytelling is to start from the user's interests, process and emotion, and make content from these three perspectives.
Make your story relevant to your target audience, entice them to read or watch your content, and finally attract people to follow you.
The content of your notes is to tell your own story on the surface, but in fact, it is talking about everyone's things, and you want to talk about everyone's pain points and things that everyone cares about.
What are the characteristics of a story?Cause, process, result, and point of view, which is the basic structure of a story.
Then when we write notes, we should start from the four directions of story, viewpoint, method, and result.
The story you tell needs to be good so that the audience can listen to it.
The story is actually to tell the audience how you encountered a problem, what kind of process you went through, found a way to solve the problem, whether there was a good or bad result, and how you thought through this matter.
It's more convincing for you to tell your users this way than if you simply say how good you are and how practical your methods are.
3. Topic selection relationship diagram to visualize the relationship
In order to make the relationship between the content and the audience clearer and more convenient to smooth out the key points between the two, we can try to draw a diagram of the relationship between the content and the audience, so that the relationship can be visualized.
First of all, take out an A4 piece of paper, write down the track you want to do (subdivide the track), write down the crowd, scene, pain points, appeals, and keywords around the track, and then subdivide and list all the key elements related to it, write as much as possible, and write as much as possible, the more you write, the more angles you choose, and the closer the relationship with the audience.
This way you'll get a clear diagram of your topic.
Topic selection diagram
Connect key elements in series
In what scenario, what pain points are aimed at what type of people, and the key elements that are needed are connected, which is a topic with explosive potential.
The advantage of this is that you will never worry about not choosing a topic, and you will never be afraid of not being able to make a blockbuster note.
One important point to pay attention to here is to try to choose a topic that has a wide audience, is what most people care about, and can cover more people, this is to ensure that your content can radiate enough target audience.
Then follow this model to create content, and your note traffic will be increased several times.
Content authoring model
Content creation is not a one-man show, but a conversation with the audience.
You have to know who your content is talking to, what is it saying, how is it being said?
When your content can touch the hearts of users and intersect with their lives, then they will naturally become your loyal viewers, and even become your die-hard fans and communicators.