Many content creators spend countless hours crafting posts for Xiaohongshu (Little Red Book), China's popular lifestyle platform, only to see minimal engagement. The secret to viral success isn't luck—it's a strategic approach that leverages the platform's trending topics to precisely target user needs.
The Viral Content Formula: Topic First
On Xiaohongshu, viral posts follow a clear formula: 51% compelling topic selection and 49% quality content. While well-produced content matters, it primarily serves to enhance an already engaging subject. The key lies in identifying topics that resonate with users' immediate interests.
Avoiding the "Hollow Viral" Trap
While jumping on news trends might generate temporary spikes in views, this approach often fails product-focused creators. News topics frequently lack natural connections to goods or brands, resulting in impressive view counts but disappointing conversions. A more effective strategy focuses on genuine user needs rather than fleeting headlines.
User Needs: The True North of Viral Content
Content aligned with specific user demands—whether for products, features, or usage scenarios—typically outperforms general news topics. These needs create natural connections between content and potential purchases. For instance, when home goods brands noticed surging interest in air fryers, content about selection guides, product reviews, and recipe tutorials saw significantly higher conversion rates.
Decoding User Needs Through Search Trends
Direct user surveys often prove impractical, but search behavior offers a reliable alternative. When users consider purchasing an item like an air fryer, they typically search related terms on Xiaohongshu. Spikes in specific searches clearly indicate growing demand, making the platform's official trending keywords an invaluable resource for content creators.
Content Strategies Using Trending Keywords
Once identified, trending keywords can be transformed into engaging content through several approaches:
- Keyword Expansion: Broaden trending terms to address specific user concerns. For "sunscreen," consider "sensitive skin sunscreen" or "budget sunscreen options."
- Content Variety: Create different formats—buying guides, product comparisons, tutorials, or cautionary tales—all centered on the core topic.
- Data-Informed Refinement: Monitor engagement metrics to continuously improve content performance.
- Strategic Engagement: Foster discussions while naturally guiding users toward desired actions.
Case Study: Riding the Skincare Trend
One cosmetics brand capitalized on August's trending "Vitamin C in morning, retinol at night" skincare searches by producing comprehensive guides, product recommendations, and FAQ content. This strategy generated substantial engagement while driving measurable sales increases for related products.
As Xiaohongshu's algorithms and user preferences evolve, creators must remain adaptable. By consistently monitoring search trends, understanding shifting needs, and refining content quality, brands and individuals can create genuinely valuable viral posts that stand out in this competitive space.