第3节公开课 | 自媒体变现的底层逻辑
2025.03.21
<div data-page-id="FudfdJK1ZoxCa1xlTsbcWFPQn8d" data-lark-html-role="root" data-docx-has-block-data="true"><div class="ace-line ace-line old-record-id-PKSQdkhSHor250xIxXjcyAKDn7f"><div data-page-id="FudfdJK1ZoxCa1xlTsbcWFPQn8d" data-lark-html-role="root" data-docx-has-block-data="true"><div class="ace-line ace-line old-record-id-PKSQdkhSHor250xIxXjcyAKDn7f"> <strong>算法机制上|小红书的流量都给了谁?</strong></div><div class="ace-line ace-line old-record-id-O9TIdpjiYopPORxlqyuc1YRHnOo"><br></div><div class="ace-line ace-line old-record-id-INM1d4QWSofSkvxLludcopqsnpe"> 想象一下，你花了2个小时写脚本，2个小时拍摄，3个小时剪辑，信心满满发出去了一篇内容，最后只收获了几百个小眼睛，寥寥几个点赞，是不是特别"憋屈"?</div><div class="ace-line ace-line old-record-id-AHgZdKTp5onbVxxbPIKcVX6dnHc"><br></div><div class="ace-line ace-line old-record-id-GSSEd2c1fo0uLJxvVa8cBpornHf">明明是精心制作的内容，用户看了绝对会有收获，但为什么却比不过那些一随手一拍"的热度高呢?小红书的流量到底都给谁了?</div><div class="ace-line ace-line old-record-id-KUQTdGbH2owquzx0iI7ceIQzngg"><br></div><div class="ace-line ace-line old-record-id-S6Dedl17QoBKmexIUbpcjKRZnwc">这节课知识鼠就带你来"揭秘"一下，<strong>如何才能让流量不像玄学一样难捕捉!!</strong></div><div class="ace-line ace-line old-record-id-KpBNdYFi2of04GxBnqrc7A03nzg"><br></div><div class="ace-line ace-line old-record-id-K3jTdQzUdoQkW2x5GAlcfk7LnBc">这背后其实是<strong>小红书的算法机制</strong>在起作用，所以怎么才能让算法更快地认识我们，帮我们把优质内容传递给对的人，至关重要。</div><div class="ace-line ace-line old-record-id-X6FhdFYejovLJkx87TfcnsOhnE8"><br></div><div class="ace-line ace-line old-record-id-GVwsd6GnZoJypBxKUECc2vblnTh">这节内容学完以后，希望你可以<span style="color:rgb(100,37,208)">了解规则，顺应算法</span>，有策略地获得更多流量!</div><div class="ace-line ace-line old-record-id-NuuFdFgRRowUxcx1zo1cQjEnnNf"><br></div><div class="ace-line ace-line old-record-id-H5jBdR9pSoxQsIxGYB4cdVULnMc"><span style="color:rgb(100,37,208)"><strong>1.双列信息流」加剧竞争「去中心化」让好内容能出头</strong></span> </div><div class="ace-line ace-line old-record-id-XYJUdIk6toKPh5xb89gcgPZbnfd"><br></div><div class="ace-line ace-line old-record-id-Wrctd1DTkol2vpxTeYGczV1Knlb">首先你可能会好奇，小红书平台是不是会优先把平台流量给到粉丝量级更大的博主，而小博主不会得到推荐?这就要从小红书平台的两大特性开始说起。</div><div class="ace-line ace-line old-record-id-S1ABd5sSJoWh6ixLHttcYnbmnng"><br></div><div class="ace-line ace-line old-record-id-Sa0tdhCpHo6ha0xhIqhc55aSnPg"><strong>第一个特性叫做「</strong><span style="color:rgb(100,37,208)"><strong>双列信息流</strong></span><strong>」</strong>。</div><div class="ace-line ace-line old-record-id-FpgQdIosQoM7lAx1iktc2o6lntf"><br></div><div class="ace-line ace-line old-record-id-UNJsdKgQgojCaMxHpKzcW56Lnve">打开小红书的主页，映入你眼中是两列内容(至少4篇笔记)，所以在你点开某条具体的笔记之前，你已经通过笔记封面，标题传递出来的信息开始做决策了。</div><div class="ace-line ace-line old-record-id-OaPldn77no6kcCxlVtDcIBWCnmd"><br></div><div class="ace-line ace-line old-record-id-JLbmd78PYoqNyfxtBtLcqV2dnPc">双列信息流展示的情况下，内容之间的竞争是更激烈的。哪怕你本身的粉丝量不高，只要封面，标题足够出彩，能在推荐首页一眼被看到，流最依旧会给到你。</div><div class="ace-line ace-line old-record-id-LzBgdug6NonKXIxBJxzcSI9znqb"><br></div><div class="ace-line ace-line old-record-id-OzuddIMbXoSQtwxuGjkc9SsHnmg"><strong>第二个特性叫做「</strong><span style="color:rgb(100,37,208)"><strong>去中心化</strong></span><strong>」</strong>。</div><div class="ace-line ace-line old-record-id-KxF7dXls1ovT5nxlWy1cag4fnaf"><br></div><div class="ace-line ace-line old-record-id-QfURdExz0oenDBxh2A2c7FCTn0b">大家可以想一下，抖音上粉丝量在千万级以上的博主，一抓一把，为什么在小红书上没怎么看到过?鼠鼠曾经做过一个统计，在小红书上互动量超过1万次的笔记中，腰部达人的笔记占比43%,所以<strong>腰部达人和素人博主一直是平台内容产出的主力军。</strong></div><div class="ace-line ace-line old-record-id-NZTLdVyqSo25YKxGorocSQtTnwc"><br></div><div class="ace-line ace-line old-record-id-QH80dxHkGoyqE2xpSUrcwcCVnFf">这就是小红书的「去中心化」，并不会因为头部博主粉丝量级大就继续给他们喂更多流量，而是把流量公平地分到更多博主身上来留住创作者。</div><div class="ace-line ace-line old-record-id-GKSadntVnoLJv3x4vvVcwjyanaf"><br></div><div class="ace-line ace-line old-record-id-NORwdQtesoLzbtxy8h7cNOuinah">吃了这颗定心丸，我们再来学习<strong>平台是怎么决定要不要给你的内容推流的</strong>。</div><div class="ace-line ace-line old-record-id-NORwdQtesoLzbtxy8h7cNOuinah"><br></div><div class="ace-line ace-line old-record-id-NORwdQtesoLzbtxy8h7cNOuinah"><img src="https://timefr-com.oss-cn-beijing.aliyuncs.com/uploads/20260119/8fd738d2bf9d74cee928cf15c5d6bc8b.png" style="width: 1064.66px;"><br></div><div class="ace-line ace-line old-record-id-EVzpdSTriotjyhxzU9nc25MXnof"><br></div><div class="ace-line ace-line old-record-id-WjpIdhRZ9odHmXx3BkkczX74nHc">这张图是平台审核和推荐流量的全链路，整体可以分为三大环节：<strong>收录，测试和推荐</strong>，接下来我们一个个来了解!!!</div><div class="ace-line ace-line old-record-id-J4AGdFIPKoT9KVxjOWpcVkzrnEg"><br></div><div class="ace-line ace-line old-record-id-MFiydQktgoZphfxfxTkce10CnGh"><span style="color:rgb(100,37,208)"><strong>2.【收录】是获取流量的基础，通过审核是拿到推荐</strong></span><span style="color:rgb(100,37,208)"><strong>流量</strong></span><span style="color:rgb(100,37,208)"><strong>的第一步</strong></span></div><div class="ace-line ace-line old-record-id-MFiydQktgoZphfxfxTkce10CnGh"><span style="color:rgb(100,37,208)"><strong><br></strong></span> </div><div class="ace-line ace-line old-record-id-TyqZdQdQxolKlzxTHXTcrQVXnKd"> </div><div class="ace-line ace-line old-record-id-Jku2dGRXzoodiHxt3kScXNKhn0b"><strong>第一个环节-收录</strong>。</div><div class="ace-line ace-line old-record-id-WNLsdCUEAoItWixks5pcozdWngf"><br></div><div class="ace-line ace-line old-record-id-WOzRdlX35oKoEzxLr5cclAXJn30">笔记发布后平台不会直接开始展示和推荐， 而是会先经过审核环节，一般市核会先看看你的内容是不是能展示的，是不是符合价值观的。</div><div class="ace-line ace-line old-record-id-POlddcSVPoYkgbxLz7Cc05gQnqe"><br></div><div class="ace-line ace-line old-record-id-Lzx2didKVoYUX0xGkOZcEueBnHc">如果你的内容违规或者质量过低，那很可能发了等于没发，因为并没有被平台「收录」进来，所以收录是获取流量的基础。</div><div class="ace-line ace-line old-record-id-I7kmd0WztoNkeRx9fiCchitHnkg"><br></div><div class="ace-line ace-line old-record-id-ZYjwdAvRGourBAxnpgYcYaHnnsb">收录检测的第一步就是<span style="color:rgb(100,37,208)">机器审核</span>，重点看你的内容<strong>有没有违禁词，有没有违规</strong>。如果笔记被判定违规，那后台会发送系统信息告知并且笔记不做推荐。</div><div class="ace-line ace-line old-record-id-C9fHdmf30oYiiixXOFYclTeynId"><br></div><div class="ace-line ace-line old-record-id-KTRmd7sYjoq3RDxxyD8canDwngb"><strong>根据违规原因，你可以自检进行修改，如果自检后不明白哪里违规了则可以对笔记进行申诉并等待平台答复</strong> 这里要注意不是所有审核不通过的笔记，系统都会发通知提服，也有可能直接对笔记做限流推荐。</div><div class="ace-line ace-line old-record-id-Xd4jdHXyBoNQJgxmsLzccSy8nqb"><br></div><div class="ace-line ace-line old-record-id-EugzdEvJbof4Onxrr6PcOkgNnNc">所以，如果你发现笔记发布后2-3小时内"小眼睛"数量几乎没有增长，或者和你之前的"小眼睛比起来差距很大，那就是很有可能是被隐形限流了。当机器无法判定你是否违规对内容就会进入<span style="color:rgb(100,37,208)">人工审核阶段</span>。如果人工仍然判定违规，笔记还是保持不推荐或者限流</div><div class="ace-line ace-line old-record-id-PRVNdrb6LoAH4Qx05wZcmlPXn8v"><br></div><div class="ace-line ace-line old-record-id-JzkWdaMa9oPT9ExAbQDc5L4snQd">反之则进入推荐准备并进入<strong>语义分析阶段</strong>，也就是算法会拆分你这篇笔记的内容类型，兴趣标签，关键词等等信息。有了这些信息，算法才能知道下一步给你推荐哪些人群。</div><div class="ace-line ace-line old-record-id-JhA2dUIxfoN2q2x8aKYcxfShnhc"><br></div><div class="ace-line ace-line old-record-id-SeDcdw8TjomeF4x816kcj0dan0v"><strong>这里至关重要，你要在标题，封面，正文里埋好关键词，比如人群关键词(大学生)，需求关键词(考研)等，这些才是算法能听得懂的语言</strong>。</div><div class="ace-line ace-line old-record-id-MzZPdBv3moxxdJxBGxJchAiVnUd"><br></div><div class="ace-line ace-line old-record-id-MuYadKFJlo3gL8xNZ7BcupePnzg"><span style="color:rgb(100,37,208)"><strong>3.五种方法自测你的笔记真的有效吗?</strong></span> </div><div class="ace-line ace-line old-record-id-GqjUd5rOpoX5luxCh9hcLAoWnxe"> </div><div class="ace-line ace-line old-record-id-EWb4dSaUNoCKAjxAOaucBySWnYe">那我们怎样才能能确定自己的笔记到底有没有被平台收录进去，是不是有效内容呢?</div><div class="ace-line ace-line old-record-id-JUcGdc9FiouIntxEun2cVFUTnzf"><br></div><div class="ace-line ace-line old-record-id-ZMqidY00doQAHkx78bfcqaB9nld">老师为人家带来了5种方法自测一下。</div><div class="ace-line ace-line old-record-id-HsSed6H6YorgXexIp4bcGtBMn4b"><img src="https://timefr-com.oss-cn-beijing.aliyuncs.com/uploads/20260119/8fd738d2bf9d74cee928cf15c5d6bc8b.png" style="width: 1064.66px;"><br></div><div style="text-align:center" data-type="image" data-ace-gallery-json="{"items":[{"uuid":"717ef02c-c969-44d2-9c76-395f38424572","height":1080,"width":1920,"currHeight":1080,"currWidth":1920,"natrualHeight":1080,"natrualWidth":1920,"pluginName":"imageUpload","scale":1,"src":"https%3A%2F%2Finternal-api-drive-stream.feishu.cn%2Fspace%2Fapi%2Fbox%2Fstream%2Fdownload%2Fpreview%2FW75AbtkcRoW9KlxwYY6ceJNonGd%2F%3Fpreview_type%3D16","file_token":"W75AbtkcRoW9KlxwYY6ceJNonGd","image_type":"image/png","size":625596,"comments":[]}]}" class="image-uploaded gallery old-record-id-Qft1d1LWJoTJr3xKd3ycjPbNn3f"></div><div class="ace-line ace-line old-record-id-QZYidX7JAoU7QTxwAGncbuN7nPh"><br></div><div class="ace-line ace-line old-record-id-Wxr9dWBxKo43qcxKZBpcmbEzn8e"><span style="color:rgb(100,37,208)">方法一，小号看主页</span>。笔记发布后，你可以先用其他的账号查看自己的账号主页，如果在主页中能看到最近发布的笔记那么说明笔记已经通过审核。</div><div class="ace-line ace-line old-record-id-DD6Jd32qDovoEvxBtSQch8f1nXb"><br></div><div class="ace-line ace-line old-record-id-NGvIduGovoamZYxeh6Jc6C6pnpe"><span style="color:rgb(100,37,208)">方法二，搜索页面看最新</span>。把笔记的标题输到主页的搜索框里，点击"最新"选项，如果在搜索结果页里能出现刚刚发布的笔记，就说明笔记已经被成功收录。</div><div class="ace-line ace-line old-record-id-OqiNddf7MoikjuxbMMmcRSFsnSg"><br></div><div class="ace-line ace-line old-record-id-QJw8d5m3hoJZcBx9etMcB4m4ndM"><span style="color:rgb(100,37,208)">方法三，流量来源着推荐</span>。笔记发布48小时后，点击数据分析查看流量来源。如果有来自首页推荐的「推荐流量占比」那就说明被收录成功了。</div><div class="ace-line ace-line old-record-id-ZE0SdFylCoPI5KxSshUcKb1WnWg"><br></div><div class="ace-line ace-line old-record-id-PMsudA462oxCgkxJuFLcHL0qnHb"><span style="color:rgb(100,37,208)">方法四，薯条推广做测试</span>。著条推广是小红书的个付费购买流量的工具。但这里不是让大家真的都通过购买去测试，你只需要到付费环节即可。</div><div class="ace-line ace-line old-record-id-G3OldO1W1ocZO2xQtuvcmZUFnWa"><br></div><div class="ace-line ace-line old-record-id-MfRvdq4wkoiYvXxeKpgco2Odnug">如果薯条显示不能投付费流量，那多半是这篇笔记包含了平台不鼓励的内容。</div><div class="ace-line ace-line old-record-id-EQCMdwSBqoYbZkxhIjycmG0Pn9c"><br></div><div class="ace-line ace-line old-record-id-ZQwJdiSsxo2t8PxqZt7c9WbCnPc"><span style="color:rgb(100,37,208)">方法五，跨平台转发</span>。转发笔记链接到微信对话框，如果笔记显示-在审核中"那就是还在审核；如果显示"因为其他原因无法展示"，那多半就是没通过审核。</div><div class="ace-line ace-line old-record-id-O2AMd6mDboTCBKxmWscc366knOh"><br></div><div class="ace-line ace-line old-record-id-JC9bdsVUfo6maexTohhcvhKGnYb"><span style="color:rgb(100,37,208)"><strong>4.数据做参考</strong></span></div><div class="ace-line ace-line old-record-id-E5Q2dCEuZoGBjpx7YZdcCLbunlh"><br></div><div class="ace-line ace-line old-record-id-X0M3dOW1IoiANFxbVRscvqKHnae">最后再给大家一些数据标准，作为自检笔记是否被收录的参考。不过，在这里老师也想跟大家强调一下，这个数据<strong>其实不存在标准说法</strong>，老师也是综合过去运营账号的经验测算出来的。</div><div class="ace-line ace-line old-record-id-KrdndKEA5o6e7jx1DQRcEcOCnBf"><br></div><div class="ace-line ace-line old-record-id-R01OdrPIkox7LDxKrMscdgFXnrf">不同行业的参考数据也会有一些差别，<span style="color:rgb(100,37,208)">大家仅作为参考即可!!!!</span></div><div class="ace-line ace-line old-record-id-P4SPdnxXcowA5RxeDZCcUsFwnVe"><br></div><div class="ace-line ace-line old-record-id-DLNydDojlo5FEUxLIIEcQL3VnCd">1.如果你的首页推荐流量<strong>占比低于10%</strong>，甚至<strong>一直没有推荐流量</strong>，那大概率说明笔记的收录情况较差或者根本未被收录这时候你需要检查笔记是不是有违规内容，是不是符合平台规范，或者是不是缺乏吸引力和价值，导致没有办法获得平台的推荐。</div><div class="ace-line ace-line old-record-id-EO08djIWfog80GxC1ancYQt4nJb"><br></div><div class="ace-line ace-line old-record-id-VsEndncNEo0QUpxJJJ2chM7ynoe">2.如果首页推荐流量<strong>占比在10%-30%之间</strong>，那鼠鼠认为笔记有一定程度的收录但不算特别理想这可能意味着笔记的内容质量，吸引力等方面还有提升空间，需要进一步优化，才能获得更多的推荐流量。</div><div class="ace-line ace-line old-record-id-LFabdrIvMoW7DKx9vEHc5LPdnKc"><br></div><div class="ace-line ace-line old-record-id-AdRndgZexo4itYxJk0accvPRnrc">3.如果笔记发布48小时之后，首页推荐流量<strong>占比能够达到30%-50%左右</strong>通常说明你的笔记被平台较好地收录了，处于一个比较理想的状态，那对应就会获得一定的流量推荐。</div></div><span 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