Section 1: Introduction to Xiaohongshu
- Platform Significance: As China's leading content-commerce community with over 260 million monthly active users, Xiaohongshu bridges content discovery and consumer decision-making. It has become a core channel for brands and creators to reach target audiences, especially Gen Z and young millennials.
- Operation Objectives: Build audience loyalty through valuable content, improve content exposure and engagement rates, and ultimately achieve conversion goals (e.g., brand awareness, product sales, or fan growth).
Section 2: Note Review Mechanism
Subsection 2.1 Review Methods
- Dual-review system: Machine Review + Manual Review
(Initial screening by AI algorithms, followed by human verification for suspicious content)
Subsection 2.2 Review Duration
- Standard review: Completed within 1 hour normally.
- Extended review: Up to 48 hours (mostly within 24 hours) if content is suspected of violations.
- Revision impact: Notes modified after successful publication or re-edited after rejection will reinitiate the full review process.
Subsection 2.3 Review Process
- Machine Review: Initial screening for sensitive content, plagiarism, and format violations.
- Manual Review: In-depth inspection of content flagged as suspicious by the AI.
- Publication Decision: Approved content goes live; non-compliant content gets rejected.
- Detailed Workflow: After submission, notes first undergo machine review. Approved notes publish immediately. Suspicious notes trigger manual review—approval leads to publication, while confirmation of violations results in rejection.
Subsection 2.4 Self-Audit for Notes
- Align with official rules: Refer to Xiaohongshu Community Guidelines (Path: Profile → Settings → Community Guidelines).
- Violation word check: Use recommended tools—Lingke Word Checker, Juyi Network, and Hongshu Editor (Chinese-language tools specializing in Xiaohongshu compliance checks).
Subsection 2.5 Supplementary Notes
- Notes submitted for secondary revisions must go through the review process again, which may affect publication timeliness and traffic potential.
Section 3: Traffic Source Analysis
Subsection 3.1 In-Platform Traffic
Traffic on Xiaohongshu is primarily categorized into in-platform traffic and off-platform traffic. Key in-platform sources include:
- Follow Page: Direct access for followers to view new notes. Traffic volume is relatively limited but has high engagement potential.
- Discovery Page: The main traffic source and core battlefield for creators. The algorithm analyzes user behaviors (likes, saves, comments, click-through rates) to deliver personalized content. Every user interaction is counted to refine preference profiles and content recommendations.
- Search Page: Features long-tail effect—notes with top-ranked keywords receive sustained clicks. Optimize titles and covers using search bar dropdown terms and trending topics. Search results are ranked based on keyword relevance, content freshness, and engagement rate.
- Profile Visits: Users may navigate to your profile from notes they are browsing, generating additional exposure for other content.
- Location Page: City-based recommendations. Adding location tags increases visibility to local users through the "Nearby" section.
Subsection 3.2 Note Indexation Check
Step 1: Confirm Review Status
If a note fails to publish within 2-3 hours (or several days), it is likely unindexed by the platform.
Step 2: Check Indexation Status
- Method 1: Manual Search
Enter the note’s keywords or full title in the search bar. If the note appears in results, it is indexed. Note: Due to Xiaohongshu’s personalized algorithm, indexed notes may not rank high. If not found after scrolling 100+ results, the note has negligible visibility (effectively unindexed).
- Method 2: Data Tools
Use Xiaohongshu-specific mini-programs like "Shushu Show" to automate indexation checks.
Step 3: Tips to Improve Indexation Rate
- Optimize Content Quality
- Ensure originality and high quality: Use high-definition, authentic images (avoid stock photos or staged product shots).
- Advertorial compliance: Avoid excessive selling points or exaggerated claims to prevent being marked as marketing content.
- Information value: Verify accuracy, eliminate sensitive/non-compliant language, and maintain content authenticity.
- Keyword placement: Strategically insert keywords in titles and body text. Use data tools to identify trending terms in niche areas.
- Boost Account & Note Authority
- Enhance account authority: Improve account level, maintain activity, and publish consistent content in a specific niche.
- Increase originality: Use real, scenario-based photos and high-quality written content (avoid plagiarism of text or images).
- Hashtag strategy: Use relevant hashtags (especially trending ones) to expand exposure.
- Manage Publishing Rhythm
- Avoid concentrated posting: Mass publishing in a short period reduces indexation rates even for high-quality content.
- Data-driven adjustments: Use analytics tools to monitor performance and refine publishing strategies.
- Minimize Revisions
Post-publication edits trigger secondary reviews and may cause traffic restrictions or indexation issues. Revise only when necessary, preferably when engagement is low.
Section 4: Traffic Distribution Mechanism
Subsection 4.1 Tiered Recommendation
- Core workflow: Initial Exposure → User Interaction (likes/saves/comments) → Algorithm Rating Upgrade → Expanded Push Scope
(Notes start with a small test audience; strong engagement triggers wider distribution to larger user pools)
Subsection 4.2 Matching Distribution
- Underlying logic of organic traffic: Xiaohongshu’s algorithm prioritizes user preference matching and content quality. It analyzes user interest tags (e.g., beauty, fitness, food) and content tags to deliver highly relevant notes.
- Key distribution factors: Content relevance, engagement rate, account authority, and content freshness.
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