In Xiaohongshu’s content creation, how to improve the efficiency of notes and user interaction is the core issue that every creator is concerned about. This paper delves into the application of modular ideas in Xiaohongshu content creation, analyzes its feasibility, advantages and challenges, and proposes advanced strategies from “four-panel comics” to “interactive infographs”.
1. Feasibility analysis of modular content
On the Xiaohongshu platform, the content output strategy should significantly lean towards modular thinking, rather than strictly following the traditional, linear long article idea.
Why is modular thinking more suitable for Xiaohongshu?
1. User behavior and habits tend to be fragmented, quick overview:
- Quick Swipe:The user’s finger swipes up and down extremely quickly, and the attention window is extremely short (maybe only a few seconds). Modular content (clear headings, dividers, visual elements) quickly catches the eye and allows users to quickly identify key information points in the swipe.
- Information retrieval mentality:Users often browse Xiaohongshu with clear purposes (such as “how to get rid of acne”, “XX good things evaluation”, “where to go on weekends”). The modular structure (e.g., subheadings: symptoms, causes, solutions, product recommendations) allows users to quickly locate the parts of most concern as if looking up a dictionary.
- Mobile experience:On small screens, large pieces of dense text can easily cause visual fatigue and poor reading experience. Modularity breaks down information into small pieces, which is more in line with the reading logic of mobile phone screens.
2. The platform algorithm prefers highly interactive and high-retention content:
- Reading Depth:Modular content (such as step-by-step and key points) has a clear structure, making it easier for users to read “to the end” and improving the completion rate of notes, which is an important indicator recommended by the algorithm.
- It is conducive to increasing the interaction rate:Clear modules such as “Good Things List” and “Pitfall Avoidance Guide” are convenient for users to collect, screenshot, and comment to improve interactive data.
- Higher visual appeal:Modularity naturally makes it easy to insert emojis, dividers, different fonts, and colors, and the overall layout is more beautiful, improving click-through rate and dwell time.
3. Higher Content Consumption Efficiency:
- Core value pre-position:Modularity can put the most important conclusions, the most attractive highlights (such as “Effect Comparison”, “Final Result”) at the beginning or highlight them through subheadings to meet the needs of users to quickly get the core value.
- Clear information layering:Complex information is disassembled into independent, logically related modules (such as problem-analysis-solution-effect) to reduce the cognitive burden of users and improve understanding efficiency.
- Easy to spread:Specific modules (e.g., Outfit Formulas, Recipe Steps, Travel Lists) are easy for users to save, imitate, or share individually.
Challenges of Modular Thinking:
- Limited depth of narrative (subject matter and industry issues):For content that requires emotional immersion, complex logical deduction, and long-term storytelling (such as in-depth travelogues, character stories, and complex opinion discussions), modularity may break the coherence and weaken the appeal. Traditional linear storytelling still has advantages in this type of content, but it needs to be significantly streamlined and visually incorporated.
- Information fragmentation risk:Improper handling can lead to stiff connections between modules, logical jumps, and affect overall understanding. Transitions and intrinsic connections between modules need to be carefully designed.
- Over-fragmentation:Excessive pursuit of short modules may lead to information that is too fragmented, lacking depth and background support, and appearing superficial.
- Homogenization risk:Modular content must be suspected of being a “template”, such as “pit avoidance”, “dry goods”, and “must-buy list”, which may lead to the same content form, too high homogenization and easy to fall into the exhaustion of topic selection.
- Creation threshold (other side):How to reasonably disassemble complex information, refine core points, and design attractive subheadings and visual separation requires strong information architecture and refinement capabilities. Good modularity does not mean simply listing.
- Not friendly to certain content types:For content such as pure literature, in-depth commentary, and complex tutorials (requiring continuous operation), modularity may not be the optimal solution.
Practical application analysis of modular content architecture:
Extremely feasible:For the most mainstream content types of Xiaohongshu (beauty and skin care, dressing, food, travel guides, home, fitness, dry knowledge, good things sharing, parenting experience, etc.), modular thinking is the absolute mainstream and proven way. The vast majority of the popular notes on the platform adopt some form of modular structure.
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Simple and modular technology upgrade:
- Beginning:Even if it is modular, it still needs a strong “hook” at the beginning to attract users to stop with shocking pictures, videos, sharp questions, amazing conclusions, and effects.
- Closing CTA:A clear call to action (follow, like, favorite, comment interaction, click on the merchandise card) is a must-have module.
- Vision is at the heart of the module:The quality and attractiveness of the image/video is the key to the success of the module. Each core module should ideally have corresponding visual support.
- Pay attention to the personal style of the account:Within the module framework, inject emotions and personal characteristics through language style, personal experience sharing, etc., to avoid turning the account into a content pipeline.
2. Discussion on content modularity and information integrity
For the modular creation of content, it is actually very similar to the form of four-panel comics, which only retains the plot keyframes and does not affect the integrity of the story. The core goal is to generate user interest and interaction, rather than deep narratives. This also coincides with Xiaohongshu’s content ecological values.
1. Dismantling the core idea of modular content:
1) “Keyframe” information refinement
Modular content is not arbitrarily piled up with information fragments, but selects the most impactful, practical and resonant “keyframes” (such as the core picture of four-panel comics), omits transitional details, and allows users to complete the logical chain through association.
For example:
A skincare guide may only be presented“Photo of the rotten face→ key ingredient analysis→ effect comparison chart→ product list”4 modules, omitting details such as usage techniques and timelines.
A travel guide is used“Transportation Card→ Check-in Map→ Must-eat Restaurants→ Pitfall Avoidance Tips”4 modules, replacing the complete travelogue.
2) The implicit existence of logical architecture
Modules need to be hidden“Problem → solution”, “Scenario → solution”, “Pain point → cool point”and other logical lines (such as the beginning, succession, transition and combination of four-panel comics) to ensure information coherence, rather than true fragmentation.
For example: The order of the modules of the outfit notes:“Body pain points→ item recommendations→ matching formulas→ scene renderings”to form a complete solution.
3) Goal orientation: interest and interaction
The core behavior of Xiaohongshu users is “scan-stay-interact”, and the modular essence is an efficiency tool to serve algorithms and user attention:
Interest hooks:The first module must resonate with “related to me” within 3 seconds(e.g. pain point/result front)。
Interactive Design:Interactive incentives such as “collectible list”, “screenshotable steps”, and “voting options” are embedded in the module.
2. Verification of the Rationality of the Strategy:
1) It fits the underlying logic of the platform
2) The essential difference from traditional in-depth content
Conclusion:In Xiaohongshu, “triggering users to complete their own logic” is not a flaw, but a design advantage. Users gain a “sense of control” through keyframes, and excessive details seem to be true, but in fact there is more white space, so that the point of view can better fit the user. (For example, the core point of hard work with a baby, through excessive details of blank space, can allow all kinds of different users to automatically take their seats) The platform improves stickiness through fragmented interaction.
3. Key Notes: Modularity does not equal information listing
Although the “four-panel comic” strategy is efficient, we must still be wary of the risk of simple information flow accounts.
1) Logic break
Problem: The module jump is too large and the user cannot brainstorm the logic.
Solution: Use “arrow symbols→” and “causal titles” (e.g., “Because A→ so B”) to provide visual logical guidance.
2) Insufficient information depth
Problem: Oversimplification loses credibility (such as “losing 20 pounds in 3 steps” is somewhat suspicious of the title party).
Solution: Embed data/evidence anchors (study screenshots, component tables, measured comparison charts) in key modules.
3) Homogeneous creation
Problem: Everyone applies the same module template (e.g. “pain point + product + effect”).
Solution: Make the module have a personalized part
- Character hooks: such as “cold knowledge that only 985 nutritionists understand”
- Contrasting hooks: such as “IQ tax that is scolded and peeled”
- Emotional hooks: such as “My girlfriend cried and begged me to delete this article”
4. Modular Advancement: From “Four-Panel Comics” to “Interactive Infographs”
For the creation of modular content, you can gradually try to upgrade to user-led information exploration content:
1) Branched modules
Set an interactive question in your notes: “Do you have oily or dry skin?” ↓ Jump to the corresponding module” to improve the personalized experience.
2) Cross-note module series
Expand a single popular module into a series of topics (such as the “Workplace Dressing Formula” module→ and extend it to the “Commuter Capsule Wardrobe” collection).
3) Module reuse and commercial value
Standardizing high-frequency use modules (such as “ingredient analysis template” and “store scoring template”) is more conducive to commercial large-scale content creation.
The ultimate goal of modular content is not to deliver in-depth information, but to get the user to leave with a “sense of gain” (a solution/an emotional resonance/a collectible list).
3. Thinking about the integrity of a single content and the traffic efficiency of the homepage series
The contradiction between the traffic distribution of the Xiaohongshu platform – the game between the explosive model of a single note and the serialization of the account level. More than 80% of Xiaohongshu’s traffic comes from the exposure of a single note on the recommendation page, rather than the user’s active browsing after entering the homepage. Therefore, prioritizing the independent combat effectiveness of a single note is the best strategy in most cases.
1. Traffic reality: A single popular note is the main force of account traffic
1) The platform traffic structure determines the focus of the strategy
- Recommended page traffic:accounting for at least 80%, users passively brush to a single note through algorithm recommendations.
- Search traffic:Users actively search for keywords, but the results page is still presented as a single note (most of the time).
- Homepage traffic:The proportion usually <5%, and users need to actively click on their avatars to enter, which is very dependent on the popularity of notes.
Conclusion: A single note is the absolute core entrance to traffic.
2) Irreversibility of user behavior
The user’s decision on a single note is completed in 3 seconds (cross away/stay), and it is difficult to stay because “this is the third issue of the series”.
Even if users bookmark/like notes, the probability of returning to the homepage is still extremely low.
Conclusion: Each note must carry the full value independently and cannot rely on context.
2. The rationale of “opposing serialization”
Typical Cases:
A beauty account released the “Complete Guide to Makeup for Beginners” series (6 articles in total), with a traffic of 10w+ for the first article, and a low reading rate for subsequent notes, resulting in an imbalance in creative energy.
User comments: “The first one is a favorite! and wait for updates”, but the algorithm did not push the update to favorite users, and the final reading volume plummeted.
3. Replace serialization with content “cellularization”
To avoid the risk of serialization and accumulate account value, you can try to adopt the strategy of “single independent + implicit series”:
1) Single notes are absolutely independent
- Value closed-loop: Each note solves a specific problem(Example: “3-step method to reduce swollen eye bubbles” replaces “Eye Makeup Tutorial Part 2”)。
- De-serialize titles: Use “collection/series/Part X” sparingly and use precise keywords instead(Example: “Commuting Outfit|Small Height Pants” >”Workplace Outfit Guide 2″)。
- Information self-inclusion: avoid mentioning the previous work, and complete the key background with 1 sentence(For example: “For the pear-shaped body that was asked the most last time, these pants…”)。
2) Implicit concatenation through “content hooks”
3) Homepage: Accept the 5% of active visitors
Create a collection of content: Archive cellized notes into a collection by main topic(Examples: “High Pants”, “Fat Outfit”, “Commuter Bag”), to meet the needs of users for series content.
Cover visual unification: Notes on the same topic use similar color schemes/templates to form a visual array when scrolling through the homepage(Example: All outfit notes are titled in black on a yellow background)。
4. Special scenarios for serialized content
The following two types of situations can break through the principle of “cellularization”, but they still need to adhere to the priority of individual articles:
1) Strong timeliness/event-based content
Case: The Shanghai Disney New Park Guide → can be disassembled into “Transportation and Accommodation”, “Project Evaluation” and “Hidden Gameplay”, and each article is marked with “2024 New Edition”.
Logic: When users search for “Disney 2024”, the series of notes is more likely to dominate the search page due to the keyword concentration.
2) Highly viscous vertical
Case: Online article serial account→ each article is an independent story fragment, and the end of the article prompts “Search for the keyword [XX universe] on the homepage to see all”.
Logic: Core fans will take the initiative to catch up, but a single article still needs to attract new users (rely on strong hook titles such as “After rebirth, I beat the bully”).
The real “serialization” of Xiaohongshu is the association cognition in the user’s mind (any note can be associated with your IP tag), rather than the superficial content number. Abandoning formal tandems and focusing on single-point blasting makes it easier to form an invisible content matrix.
