Tongcheng healthy diet meal

Editor's lead: compound interest knowledge is very important for work, and it is no exception for the marketing of little red books. The author describes the underlying logic of the little red book marketing, operates the little red book platform with compound interest thinking, and describes in detail how to design the compound interest system. Let's learn together, hoping to help you. I often encounter questions from community friends, why XX can gain so many fans by sending such pictures and texts every day. I always mention the account provided by my friend, because her account content has the ability of "compound interest", and the snowball effect is becoming more and more obvious. As a little red book marketer, why should we talk about compound interest? Because in daily creation, we will also pay attention to how to make our works compound interest. Knowledge bloggers in the market use compound interest knowledge to record their daily articles, from articles to books, and finally to speeches, and their creative contents are constantly overlapping to create personal IP. Similarly, the compound interest thinking still applies to the operation of the little red book account. 1. What is the definition of compound interest? It refers to the sustained and steady growth and appreciation of interests, not pursuing quick success and instant benefit, but focusing on long-term stable and orderly income. Compound interest has two basic elements: time and interest rate. Buffett once said: "Life is like a snowball, the key is to find enough wet snow and long slopes". Wet snow is the interest rate and long slope is the time. Figure 1: Uncle Zhihu said that the thinking of compound interest in science and technology is to better understand compound interest, and first understand the "marginal effect" of the underlying logic. The inflection point of marginal effect leading to qualitative change is that with the increase of the cost we invest, the more we accumulate, the lower the marginal cost, and the opportunity to form compound interest. Such as Internet products, the initial research cost is fixed, but with more and more people and lower marginal costs, compound interest will be formed. For the operation of Xiaohongshu, it is to choose a good track and insist on doing a good job. Once the content generates positive feedback, the account weight will continue to deepen, the newly released notes will get more initial traffic, and the note traffic will also enter a larger traffic pool, gaining more fans and forming a traffic snowball. Second, how to design a compound interest system A mature compound interest system design includes three parts: finding out the causal relationship, designing a strengthened cycle, repetition and patience. 1. Find out the causal relationship. The first step in designing the compound interest system is to find a fulcrum. Do A, you will get the result B, and find out the causal relationship. If you want to play the little red book, let's take a look at the traffic source of the little red book. At present, the traffic sources of the platform are divided into four parts: attention, discovery, local and search. Figure 2: Four Sources of Little Red Book Traffic 1) Attention Portal: Fan traffic users open Little Red Book, and the leftmost one is the attention portal, giving priority to the blogger's notes. The more fans the account accumulates, the more traffic it gets when it starts. 2) Discovery Portal: The interest traffic discovery page is the home page of Little Red Book opened by users, accounting for at least 60% of the traffic. The platform will actively push relevant high-quality content to users according to their daily browsing preferences, reading habits and attention tags. Whether the system recommends your notes depends on whether the user's preferences are consistent with your account note label. The clearer the tag keywords of account numbers and notes, the more accurate the notes will be pushed to the intended users. 3) Location entrance: the geographic traffic location page pushes the recommendation of the same city. 4) Search portal: demand flow. It provides more value for the brand when promoting Little Red Book, and the search demand is more accurate. If customers want to buy lipstick, they will search for the keyword lipstick. Search engines are grabbing high-weight notes (such as comments), but high-praise notes are also distributed in recommendations first. From the traffic source of Xiaohongshu, it can be understood that recommendation is the most important traffic source of Xiaohongshu, so I decided to take notes and comments, and then search the ranking position. Next, we will study the logic behind recommendation. 2. The second step is to design a reinforcement cycle. Since recommendation is the key node of little red book traffic, how to make good use of recommendation requires us to understand the function of recommendation. Little Red Book traffic recommendation is mainly divided into three parts: personalized recommendation, social fission recommendation and search keyword recommendation. 1) Personalized recommendation: The recommendation mechanism of vertical labels, whether it is Little Red Book or Tik Tok, will go through three stages: initial screening, fine screening and fine-tuning, and will issue 1 notes. If illegal notes are deleted, the notes that pass normally will be carefully screened, and the system will only expose some relevant accurate people according to the title, pictures, content and other information of the notes. If the click-through rate in the initial exposure is good and the note interaction (praise to the closing of Tibetan reviews) is higher than the market, then the notes will be pushed into a larger exposure pool. If you can still get click-to-read rate and interaction in a larger exposure pool, continue to push to a larger exposure pool. Figure 3: Traffic recommendation mechanism is mentioned in echo sharing, and so on, until the evaluation score of the note in the corresponding traffic pool is lower than the recommendation threshold of the traffic pool, the platform will not stop recommending. Here, the recommendation mechanism of Xiaohongshu is mainly CES (like comments) to score. The higher the score, the larger the flow pool, which is easy to be monitored by the system. Figure 4: From the micro-broadcast, about the little red book scoring mechanism 2) Social fission recommendation: Explosive articles are more explosive in the social fission chapter, mainly divided into blog praise+collection and platform browsing recommendation sections. (1) Little Red Book bloggers like it. If you often brush the little red book, you will find that after a short message is pushed to you, you will write XX. This is also the most common fission behavior of social media. The marketing method of Little Red Book is an extension: the bloggers in the note circle you created are full of praise for you and will recommend it to the same type of bloggers. So with this logic, you can make more friends with bloggers in the same field in the early stage of operation, and you can interact after publishing notes to benefit others and yourself. (2) More than 10,000 collections, sharing and recommending little red books, very large traffic and proportion are collections, and the value orientation and other behavioral orientations are different from other platforms. For the long tail value of the little red book, the role of collection is very high. Once the collection of notes exceeds 10,000, the notes will also have a special logo inside the platform, and the algorithm will recommend you to the "discovery page" for a large number of exposures. 3) Search keyword recommendation: The keyword recommendation logic of demand search is mainly aimed at the search interface. The higher the praise of notes, the higher the keyword search will be, which is why many notes continue to have traffic. In terms of traffic recommendation mechanism, vertical recommendation is the core point of 1, and user praise is the second key point. Therefore, the core of the first step of Xiaohongshu is to let users know us first, find us and become bloggers. Therefore, it is necessary to choose sub-keywords under large categories, such as skin care. Skin care keywords must belong to many people. At this time, we need to be more focused. Focus on the crowd: take food as an example "diet meal" and "baby food supplement"; Focus cost: take wearing as an example, "100 yuan to wear" and "spell supper"; Pay attention to the effect: take beauty as an example, "yellow skin is necessary" and "oil skin is necessary"; Methods Focus: Take fitness as an example, "effective weight loss method" and "fitness before going to bed"; Focus on products: take coffee as an example, and take ear-hanging coffee and instant coffee products as examples; Focus of collection: Take mother and baby as examples, "toy collection" and "bottle collection". Of course, focus can be used in combination for many times, such as collecting cheap toys and cheap coffee. The more subdivided the topic, the more accurate the fans are, and the easier it is to become popular. The method of topic selection can be inspired by writing notes in little red books or paying attention to hot topics in the same field. Choosing a topic is the first step, which leads to customer praise, interaction, search and transformation. How to create explosive articles in cover, title, text and label. As I said before, you can take a look at this 4000-word article to disassemble the explosive traffic password of Xiaohongshu. 3. The third step is that repetition and patient compound interest have a natural defect. The early stage is a long process, and the process of increasing efficiency is relatively low. But for the little red book, it is still very fast, because after you receive positive feedback, you can continue to update it and give full play to the traffic potential of this style. Case 1: Liu Dada 1) Introduction: Dai blogger, with 372 posts and 378,000 fans, wrote 327 notes in the past year, an increase of 300,000. The types of notes are pictures and words, and the notes are always taken outdoors. 2) Highlights: (1) Reality: The first picture was taken outdoors by the original camera, and OOTD is particularly realistic. This style has lasted for 380 articles. (2) Verticality: outdoor photographers have been matched since the traffic is large. From spring to winter, verticalization makes the vision look simple and unified, and it is easier to form compound interest. Figure 5: Details of Liu Dada's account (3) Persistence: 327 articles have been updated in the past year, almost every day 1 notes. This account maintains a high level of activity. The compound interest of this account is reflected in the persistence of this style after the outdoor OOTD fire, and then bring more fans, continue to send this style, get more fans, and continue to send. This style becomes self-identity, and fans are more likely to like it after finding the page, which is reflected in the compound interest effect of the account. Third, summary For the personal number, by finding your own suitable topic and continuing to deepen, the system will be more accurate in recommendation. In this way, there will be more and more account weights and fans, more and more praises will be obtained, and notes will continue to have traffic, forming a compound interest effect. For an enterprise, there are effective selling points, unified product packaging forms and trustworthy selling point support when it is launched, which affects waves of talents like water waves and spontaneously forms UGC sharing. This compound interest is that the brand occupies the mental resources of consumers. Author: He Jiang, a brand advertising practitioner for 6 years; Lan Zhi, a former employee of Xiaohongshu Business Department, is a big fan of Xiaohongshu.