# Xiaohongshu Algorithm & Content Strategy

## Recommendation Mechanism

Xiaohongshu uses a tiered traffic pool system. New notes enter a small pool (~200 views), and advance based on engagement metrics:

**CES Score** (Community Engagement Score):
- Click-through rate (封面点击率) — **highest weight**
- Like + Collect (点赞收藏) — core engagement
- Comment (评论) — interaction depth
- Share (分享) — viral coefficient
- Search tap-through (搜索点击) — SEO signal

**Traffic Pool Progression**: 200 → 2,000 → 10,000 → 100,000+

Each tier requires exceeding engagement thresholds. Cover image directly determines click-through rate, making it the single highest-leverage design element.

## The 3-Second Rule

Users scroll the discovery feed. A cover has ~3 seconds to trigger a tap. Design for:
1. **Instant category recognition** — viewer knows what this note is about
2. **Emotional hook** — curiosity, desire, FOMO, surprise
3. **Information promise** — clear value proposition in the title

## Title Formulas

Choose based on note type:

### Number Formula (数字型) — highest CTR
- "3步学会冷制皂" / "5个被低估的咖啡豆"
- Works for: tutorials, lists, tips

### Question Formula (疑问型) — triggers curiosity
- "为什么你的拿铁总是不好喝？" / "这个成分真的安全吗？"
- Works for: reviews, myth-busting, educational

### Contrast Formula (对比型) — visual + verbal contrast
- "用了xx之前 vs 之后" / "百元平替 vs 千元大牌"
- Works for: before/after, budget alternatives, comparisons

### Urgency Formula (紧迫型) — FOMO
- "现在还不知道这个就晚了" / "即将下架，赶紧囤"
- Works for: trend alerts, limited offers

### Confession Formula (真诚型) — builds trust
- "后悔没早知道的xx" / "踩了3年的坑告诉你"
- Works for: personal experience, honest reviews

## Target Audience by Category

| Category | Primary audience | Age | Key appeal |
|----------|-----------------|-----|------------|
| 美妆护肤 | Female | 18-30 | 成分/效果/性价比 |
| 美食烘焙 | Female | 22-35 | 教程/颜值/健康 |
| 家居生活 | Female | 25-40 | 收纳/美学/性价比 |
| 穿搭时尚 | Female | 18-35 | 风格/搭配/场合 |
| 数码科技 | Male/Female | 20-35 | 测评/对比/实用 |
| 母婴育儿 | Female | 25-40 | 安全/经验/好物 |
| 旅行出行 | All | 20-35 | 攻略/小众/省钱 |
| 健身运动 | All | 20-35 | 教程/饮食/变化 |
| 职场成长 | All | 22-35 | 技能/效率/副业 |

## Content Suppression Triggers

Avoid these patterns — they reduce distribution:

- **Hard-sell language**: "最好的"、"第一"、"绝对" (absolute claims)
- **Sensitive words**: Platform maintains a blocklist; avoid medical claims, financial promises
- **Low-quality covers**: Blurry images, excessive text overlay, clickbait-style borders
- **Watermarks**: From other platforms (Douyin logo, etc.)
- **Duplicate content**: Reposted from other accounts or platforms
- **External links**: Direct commercial links in content body

## Hashtag Strategy

- Use 5-10 hashtags per note
- Mix: 1-2 broad (#美食 #穿搭) + 3-5 mid-range (#手工皂教程 #冷制皂) + 2-3 niche (#皂化反应 #冷制皂新手)
- Check trending hashtags in category before finalizing