第6节公开课 | 自媒体变现的底层逻辑
2025.03.27
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data-lark-record-format="docx/record" class="lark-record-clipboard"></span></p><div data-page-id="Rz6AddxPBoia8lx17DccnY3Inqc" data-lark-html-role="root" data-docx-has-block-data="true"><h1 class="heading-1 ace-line old-record-id-ZP5BdLf5loRm5zx5lOOcxMiAnKf">数据运营｜如何拿捏小红书笔记涨粉？</h1><div class="ace-line ace-line old-record-id-DPsCdi9rgoAaRPxZsAFcYeJ7npe"><br></div><div class="ace-line ace-line old-record-id-Saa3dv1PAoom24x1cRMcFsJlnEd">在前面的内容中，老师对小红书的算法机制做了详细的拆解。洞悉了算法机制后，这篇内容老师将带领大家一起来学习<strong>基础数据分析和数据运营的方法技巧</strong>，帮助大家更了解自己的账号，更快速迭代自己的内容！！ </div><h2 class="heading-2 ace-line old-record-id-ZqRfdoktHoeeWfxzUWlcI83fnyb">01｜如何在小红书找到了解数据的渠道？</h2><div class="ace-line ace-line old-record-id-YemUdUFQToGNfSx6LyIc1Km0nge">首先我们先来了解下，小红书都有哪些我们要关注的数据渠道。在这里，给大家分成<strong>3条路径</strong>：</div><ul start="1" class="list-bullet1"><li class="ace-line ace-line old-record-id-L06adBJWMoKWdLxDBo7c7rSYn9d" data-list="bullet"><div>笔记周报</div></li><li class="ace-line ace-line old-record-id-QDsKdFVleoD9v2xcnaJcN2v1nJe" data-list="bullet"><div>数据中心</div></li><li class="ace-line ace-line old-record-id-VOJLdzDttowpjFxFCuIcByszn1e" data-list="bullet"><div>单篇笔记数据</div></li></ul><div data-type="divider" class=" old-record-id-GgVddUlTJobbKlxDkLYcHSqsnLd"><hr></div><h3 class="heading-3 ace-line old-record-id-FoLTdXorhoS9gHxRJdSc7hgonec">① 笔记周报</h3><div class="ace-line ace-line old-record-id-Cb4bdG6PnorvfQxrutGcJsvjnSh">你可以在小红书个人主页的【创作者中心】看到，每个账号都会有一个笔记周报。</div><div class="ace-line ace-line old-record-id-NdZMdEpe2obONCxZDyEcgtPAnSg">笔记周报会包括：</div><ul start="1" class="list-bullet1"><li class="ace-line ace-line old-record-id-Xj7LdDK6Zo4my0xmLIYcMr5pnNf" data-list="bullet"><div>账号本周的阅读数</div></li><li class="ace-line ace-line old-record-id-RUWjd7aAsojZRHxsaPgcn0zDnkg" data-list="bullet"><div>点赞数</div></li><li class="ace-line ace-line old-record-id-GDxndSdMAorXHYx6GTscWbXAnjh" data-list="bullet"><div>收藏数</div></li><li class="ace-line ace-line old-record-id-XCyXdgrSPocR6BxsKAecENoTnxd" data-list="bullet"><div>累计发布的笔记作品数量</div></li><li class="ace-line ace-line old-record-id-X1yxdlxm6oG7a6xKpbxcQ39nnAd" data-list="bullet"><div>简化版的粉丝画像（性别、年龄、城市等相关数据）</div></li></ul><h3 class="heading-3 ace-line old-record-id-LfXjdi7tUoU89TxV1BYcISK4n3Z">② 数据中心</h3><div class="ace-line ace-line old-record-id-O15cd1FJmopfSTxHhuHcFBPjnZc">在这里我们可以看到：</div><ul start="1" class="list-bullet1"><li class="ace-line ace-line old-record-id-ApSzdBbQEoDaZ9x7WGTc26Hrnzb" data-list="bullet"><div>账号的概览数据</div></li><li class="ace-line ace-line old-record-id-FgpBdXdo5o6vTCxLkiqc6gcLnnf" data-list="bullet"><div>笔记分析</div></li><li class="ace-line ace-line old-record-id-AGl7d2iz3ooL1ixxI9bcRArIn1b" data-list="bullet"><div>粉丝数据</div></li></ul><div class="ace-line ace-line old-record-id-XsKmd0BJIowPDUx0lW5cVR6Enwc">相比笔记周报，数据中心的数据会更加<strong>详细</strong>，数据维度也更多，需要我们一个模块一个模块去看。</div><div class="ace-line ace-line old-record-id-XsKmd0BJIowPDUx0lW5cVR6Enwc"><img src="https://timefr-com.oss-cn-beijing.aliyuncs.com/uploads/20260120/6e6454a6eed52689ff2d27b32be4cab8.png" style="width: 1064.66px;"><br></div><div style="text-align:center" data-type="image" data-ace-gallery-json="{"items":[{"uuid":"3bc0ee73-4e51-42fd-98c7-8d0b9014b35e","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%2FStLbbXRreoFz6XxHdP2c88ZGntf%2F%3Fpreview_type%3D16","file_token":"StLbbXRreoFz6XxHdP2c88ZGntf","image_type":"image/png","size":731192,"comments":[]}]}" class="image-uploaded gallery old-record-id-P5gHdskjGoQ5f8x0pe3cWZtWnBR"></div><div style="text-align:center" data-type="image" data-ace-gallery-json="{"items":[{"uuid":"c47d984a-54bf-417e-8f01-0f4b61e11e73","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%2FZVbubuQJeotS2zxHP25cqntonmf%2F%3Fpreview_type%3D16","file_token":"ZVbubuQJeotS2zxHP25cqntonmf","image_type":"image/png","size":874975,"comments":[]}]}" class="image-uploaded gallery old-record-id-JyeIdIpcvoH4JgxAgQcckWKFnCg"></div><div class="ace-line ace-line old-record-id-H9rLdfPFWo6mB0x6Hj1chjr7nvd"><img src="https://timefr-com.oss-cn-beijing.aliyuncs.com/uploads/20260120/77ba392027e27238ac3654e54ff58284.png" style="width: 1064.66px;"><br></div><div class="ace-line ace-line old-record-id-Y2o0d1WS6onKCzxO5YdciNYSn2f">除此之外，通过<strong>发现页笔记</strong>带来的新增粉丝越多，说明你的账号越被系统推荐。所以，<strong>粉丝画像是一个风向标</strong>，可以帮助我们判断： 👉 笔记吸引到的是不是潜在的目标用户。</div><h3 class="heading-3 ace-line old-record-id-CewQd3sOAoFwqIxFdefcctgyn4d">③ 单篇笔记分析</h3><div class="ace-line ace-line old-record-id-RRQKdnVCHocLt8xBvEGcIWd0nhc">这是在账号<strong>升级专业号之后</strong>，才可以解锁的数据洞察权益。在小红书中任意打开一篇笔记，点击右上角「…」选择【数据分析】，就可以看到<strong>笔记发布后 7 日的完整数据分析</strong>。</div><div class="ace-line ace-line old-record-id-ZQ8zdRiavoQHR0xKYR4cFd2cnCg"><br></div><h2 class="heading-2 ace-line old-record-id-T7xfdIy58o5jpcxb0nmcsoCDnMf">02｜小白该关注哪些重要的数据维度？</h2><div class="ace-line ace-line old-record-id-BwegdPbQQon3yExjbaZc1eXDnES">这里我们重点看 <strong>2 个非常重要的数据</strong>：</div><ul start="1" class="list-bullet1"><li class="ace-line ace-line old-record-id-E0IPdXOJooKtruxpQ6qc8D0dnjg" data-list="bullet"><div>互动率</div></li><li class="ace-line ace-line old-record-id-SPT0dX6NroZohixJDwycSAhWnK0" data-list="bullet"><div>赞粉比</div></li></ul><div class="ace-line ace-line old-record-id-U1DqdGOcPoVAXmxWrkOcwPnfncf">下面鼠鼠会给大家列举一些<strong>数据参考标准</strong>。需要注意的是：这些数据标准是<strong>动态变化的</strong>，后续如有调整，老师也会定期更新。此外，这里的参考值偏向<strong>平均水平</strong>，不同赛道之间会存在一定差异，但整体不会差太多。</div><h3 class="heading-3 ace-line old-record-id-Vy4QdqovZowe5JxEgfWc40USnkh">① 互动率</h3><div class="ace-line ace-line old-record-id-Q1Atd3TFnoB9iGxpPXYcwxSonTb">这个数据反映的是<strong>用户对你笔记的喜好程度</strong>。互动率越高，代表笔记质量越高。</div><div class="ace-line ace-line old-record-id-Ahw4dPACmobbnYxbV6rck62Bnkq">一般来说：</div><ul start="1" class="list-bullet1"><li class="ace-line ace-line old-record-id-VAukdz0qUo0vtsxDbl5cJLbhn5g" data-list="bullet"><div><strong>互动率 > 5%</strong> 是比较健康的</div></li><li class="ace-line ace-line old-record-id-I1zkdrfaUoetczxs536cNNlbnzc" data-list="bullet"><div>如果 <strong>低于 5%</strong>说明笔记虽然有人看，但点赞、收藏、评论较少，内容没能真正打动用户</div></li></ul><div class="ace-line ace-line old-record-id-QqEjdWCFLoLYdgxikMyctTXcnKd">当然，这里也有例外：比如一些“蹭热点”的笔记，阅读量非常高，但点赞和收藏并不多，互动率就会偏低。所以互动率只是<strong>参考数据</strong>，并不是判断笔记质量的唯一标准。</div><h3 class="heading-3 ace-line old-record-id-JxcAdqsBPo7HZsxvJzacvelJncD">互动率公式</h3><div class="ace-line ace-line old-record-id-ZVijdfvifoc4mcxAdlOccfConGb"><strong>互动率 =（点赞 + 收藏 + 评论）÷ 阅读量 × 100%</strong></div><div data-type="divider" class=" old-record-id-AzledRlmTo2CkRxfgaQcyoRZnAb"><hr></div><h3 class="heading-3 ace-line old-record-id-W87Id41PgolU8cxXetxc2QTTnlf">② 赞粉比</h3><div class="ace-line ace-line old-record-id-RZiUdBGI4oQ3mDxkWeOck1jDnWg">这个数据代表的是<strong>笔记或账号的转粉能力</strong>。</div><div class="ace-line ace-line old-record-id-QpgRd6XPqo0AAwxXcZlcWAYBnGd">一般来说：</div><ul start="1" class="list-bullet1"><li class="ace-line ace-line old-record-id-CbpNd2TEuoyErHxr00BcnBkSnYe" data-list="bullet"><div><strong>赞粉比数值越小，转粉能力越强</strong></div></li><li class="ace-line ace-line old-record-id-FVGWdSNoDoscijxjVMacsyhRngc" data-list="bullet"><div>赞粉比 <strong>< 10 属于正常范围</strong></div></li></ul><div class="ace-line ace-line old-record-id-UP4ldldf8ouD8dxAcS1c7ccNnog">如果你的账号赞粉比过高，就要考虑：</div><ul start="1" class="list-bullet1"><li class="ace-line ace-line old-record-id-Eq2pdNQ5roVanfxjVP1cwlT9ncf" data-list="bullet"><div>账号是否不够垂直</div></li><li class="ace-line ace-line old-record-id-NlfUdI6Ico46oExvRzucLbIYnld" data-list="bullet"><div>主页装修是否对用户不友好</div></li></ul><div data-type="divider" class=" old-record-id-GnNtdSMmHo0CP1xyrf6c3D1qnYb"><hr></div><h2 class="heading-2 ace-line old-record-id-SvIFdBULoooNucx1mkicbbqjn1b">03｜有哪些实用技巧能提升账号互动率？</h2><div class="ace-line ace-line old-record-id-J1PsdZMmLo4ceQxQO2scgXiJnHe">接下来我们重点来看：<strong>如何快速提升账号数据，尤其是互动率？</strong></div><div class="ace-line ace-line old-record-id-U2CxdvSRzoC53Mxh7cDcuAzon0g">在前面的算法内容中提到过，互动率是一个非常重要的指标。很多人在发完笔记后会有疑问：为什么有人只点赞、收藏， 却不评论、不关注？别人的评论区为什么那么热闹？下面我们就来系统讲 3 种方法：</div><h3 class="heading-3 ace-line old-record-id-ZzbfdENcDor3gsxWtyxcqI6PnSe">① 笔记埋钩子（引导评论）</h3><div class="ace-line ace-line old-record-id-LnUAdGieyo7L67xD6xscIeBSnRe">在笔记内容中<strong>主动设置问题</strong>，引导用户评论。因为人在刷小红书时，如果内容没有带来情绪起伏，是不会产生互动的。所以可以在笔记中加入一些<strong>问题型引导</strong>。注意：问题一定要<strong>具体</strong>，越具体，越容易激发评论欲望。</div><div class="ace-line ace-line old-record-id-Ph13d9XQroPBa2xjSxacBaw4nnd">常见问题类型包括：</div><ul start="1" class="list-bullet1"><li class="ace-line ace-line old-record-id-Ob2SdiVwKoTvkWxxT7gcXc5ZnXf" data-list="bullet"><div>推荐类问题</div></li><li class="ace-line ace-line old-record-id-QEu8dbn5loz0DqxPJqtcyQPAnAe" data-list="bullet"><div>投票类问题</div></li><li class="ace-line ace-line old-record-id-Q9hkd29heoIKvQxOigYcTQ4knhg" data-list="bullet"><div>疑问类问题</div></li><li class="ace-line ace-line old-record-id-Sj6vdkv7Hoppquxvy86cIgUZnZd" data-list="bullet"><div>作业类问题</div></li><li class="ace-line ace-line old-record-id-Nrehd4GueoahqAxLSzTc4ZtTnLe" data-list="bullet"><div>争议类问题</div></li><li class="ace-line ace-line old-record-id-BVo6dnTUIojgUBx5g7oclr5Fnze" data-list="bullet"><div>许愿类问题</div></li></ul><div class="ace-line ace-line old-record-id-LLtKd9vYaoyQCrx5uNPcPMu2nwc"><img src="https://timefr-com.oss-cn-beijing.aliyuncs.com/uploads/20260120/e3bfb71d569160562ec15ec007f35ec7.png" style="width: 1064.66px;"><br></div><div style="text-align:center" data-type="image" data-ace-gallery-json="{"items":[{"uuid":"5d7ea4d1-1279-4de6-9496-3a3a8f68712f","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%2FNOkpbtL50oRQmZxwjKgcu5PxnOh%2F%3Fpreview_type%3D16","file_token":"NOkpbtL50oRQmZxwjKgcu5PxnOh","image_type":"image/png","size":1288831,"comments":[]}]}" class="image-uploaded gallery old-record-id-Edl8dCFEZo7NtUxWJiIcYYdKngg"></div><h3 class="heading-3 ace-line old-record-id-XZHldPeCyo3CRtxVLg3cMuQ3ndb"><br></h3><h3 class="heading-3 ace-line old-record-id-XZHldPeCyo3CRtxVLg3cMuQ3ndb">② 弹幕引导（适合视频）</h3><div class="ace-line ace-line old-record-id-Kvtldipvio6RisxcX4Xcbcefnkh">除了引导评论，还可以设置一些简单的<strong>弹幕指令</strong>，引导用户发弹幕、参与互动。这类方式主要针对<strong>视频内容</strong>，弹幕在观看过程中会直接影响用户情绪和观看体验。</div><div class="ace-line ace-line old-record-id-W4YpdFZXVosZTTxP8Sqcid3EnDg">常见弹幕指令类型包括：</div><ul start="1" class="list-bullet1"><li class="ace-line ace-line old-record-id-OGzZdiGeYoXVFdxtoEScSqTzn2b" data-list="bullet"><div>场景认同类</div></li><li class="ace-line ace-line old-record-id-ULrKdfoe3oDTtDxS5AScQXJrn5f" data-list="bullet"><div>留言许愿类</div></li><li class="ace-line ace-line old-record-id-GpZid6Oheo76rhxuTrKcU70yn8c" data-list="bullet"><div>情绪感召类</div></li><li class="ace-line ace-line old-record-id-MRbLdzE31oaGvpxCByOcsgmjnuh" data-list="bullet"><div>预告提示类</div></li></ul><div class="ace-line ace-line old-record-id-QmPddaQiWo0CRixOdt6cEtsQnhc"><img src="https://timefr-com.oss-cn-beijing.aliyuncs.com/uploads/20260120/eb2010e4c0a7d39778e02f75b68ff826.png" style="width: 1668px;"><br></div><div style="text-align:center" data-type="image" data-ace-gallery-json="{"items":[{"uuid":"14941d6e-75f8-4a4e-a5f2-eddbc1b8835d","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%2FU1hkbKdPYokAXGxrkhocJkUInVd%2F%3Fpreview_type%3D16","file_token":"U1hkbKdPYokAXGxrkhocJkUInVd","image_type":"image/png","size":1065910,"comments":[]}]}" class="image-uploaded gallery old-record-id-PwfEdaQvyoRC6YxVhaVcIxuzn7d"></div><h3 class="heading-3 ace-line old-record-id-IKxndc9ItoC2oQxvQHDcIiGinhd">③ 评论互动（二次拉互动）</h3><div class="ace-line ace-line old-record-id-Q4Wrdgluyo9tzkx1lxLcceainHc">在评论区留下和笔记内容强相关的问题，让别人产生好奇，从而回看正文或把视频看完。</div><div class="ace-line ace-line old-record-id-GlKTdPdBWoADTUxOewecj3huncc">举例：在评论区留言「康奈尔笔记好用吗？我也在用。」</div><div class="ace-line ace-line old-record-id-S1QBdDyZxoeLkXxpXOKc8Dfrn8c">用户看到后可能会好奇：</div><div class="ace-line ace-line old-record-id-WPxddWvwMorK4rxEk8XcZ1LOnlb"> 👉 康奈尔笔记是什么？</div><div class="ace-line ace-line old-record-id-BWpedhrByoPYKHxwjjxcbGpAneh"> 👉 然后点进正文查看</div><div class="ace-line ace-line old-record-id-YOTWd5kpqoy3wPxCzT4cSlsenpf"><br></div><h3 class="heading-3 ace-line old-record-id-Jqsaduhk2osJpVxzbONcB0pXn6d">评论区互动的细节技巧</h3><ul start="1" class="list-bullet1"><li class="ace-line ace-line old-record-id-JWQWd0CxOobiDIxoTbPciZ5HnDg" data-list="bullet"><div>核心知识点<strong>最好放在正文中段</strong><strong>，</strong>这样用户至少要看完一半内容才能在评论区找到答案，有助于提升<strong>完读率/完播率</strong></div></li><li class="ace-line ace-line old-record-id-VF9adjs4YoAVP4x8ca8cOY9wnLd" data-list="bullet"><div>发布后如果有人留言，尽量多回复，通过<strong>回复用户问题</strong><strong>，</strong>来拉升互动率</div></li><li class="ace-line ace-line old-record-id-J0urdBPQTohGcVxuKjNca721nge" data-list="bullet"><div>在特定情况下，可以<strong>延迟回复</strong><strong>，</strong>比如：很多人问的是同一个问题（购买链接、工具名称、平台信息等），可以先不回复。当更多人看到问题却没答案时，会持续留言。你在<strong>半天或一天后统一回复</strong>，可以制造持续互动，让评论区不断“活跃”。</div></li></ul></div>
