From xiaohongshu-complete-skills
Guides short vertical video production for Xiaohongshu: filming vlogs/tutorials, editing 15-60s clips, optimizing for mobile viewing and algorithm success.
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Short video production is the art and science of creating engaging 15-60 second vertical videos optimized specifically for Xiaohongshu's mobile-first, algorithm-driven platform. This skill encompasses the complete workflow from concept through filming, editing, and optimization—combining compelling storytelling, visual appeal, rapid pacing, and concise delivery to capture viewer attention withi...
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Short video production is the art and science of creating engaging 15-60 second vertical videos optimized specifically for Xiaohongshu's mobile-first, algorithm-driven platform. This skill encompasses the complete workflow from concept through filming, editing, and optimization—combining compelling storytelling, visual appeal, rapid pacing, and concise delivery to capture viewer attention within milliseconds and retain it through completion. The core principle: on mobile platforms with endless content competing for attention, you don't have luxury of slow builds—every second must earn the viewer's continued watching.
Key insight: Xiaohongshu's algorithm heavily weights video completion rate and watch time as signals of content quality. Well-produced short videos (15-60 seconds, vertical format, strong hooks) achieve 5-10x higher completion rates than unedited horizontal footage. The first 3 seconds determine 80% of a video's success—invest disproportionately in hooks, and make every frame earn its place through rapid pacing and clear value delivery.
Use when:
Do NOT use when:
Before (unoptimized, boring video): ❌ "3+ minutes long, viewers scroll away" ❌ "Horizontal format, black bars on mobile" ❌ "Poor audio, can't hear clearly" ❌ "No clear structure, rambles" ❌ "Boring 15-second intro, lost viewers" ❌ "Weak or missing call-to-action" ❌ "Raw footage, no editing"
After (engaging, optimized short video): ✅ "15-60 seconds, respects viewer time" ✅ "Vertical 9:16 format, mobile-native" ✅ "Clear audio, professional quality" ✅ "Hook-value-CTA structure, purposeful" ✅ "Captivating first 3 seconds, immediate hook" ✅ "Clear CTA, tells viewer what to do" ✅ "Polished editing, dynamic pacing"
6 Essential Short Video Elements:
| Element | Purpose | Impact | Priority |
|---|---|---|---|
| Hook (0-3s) | Grab attention immediately | Critical | #1 - determines 80% of success |
| Value Delivery (3-45s) | Deliver on hook's promise | Critical | #2 - must earn continued watching |
| Pacing | Maintain engagement through speed | High | #3 - dynamic, fast cuts |
| Visual Quality | Professional, credible appearance | High | #4 - lighting, framing, stability |
| Audio Quality | Clear, pleasant sound experience | High | #5 - poor audio = video failure |
| Call-to-Action | Guide viewer to next step | Medium-High | #6 - engagement and conversion |
Video Type Comparison for Xiaohongshu:
| Video Type | Optimal Length | Structure | Production | Engagement | Best For |
|---|---|---|---|---|---|
| Tutorial (教程) | 45-60s | Hook → Problem → Steps → Result | Medium | Very High | Educational value |
| Review (测评) | 30-45s | Hook → First impressions → Features → Verdict | Medium | High | Product content |
| Vlog (日常) | 30-60s | Scene → Action → Reaction → Reflection | Low-Medium | Medium | Authenticity, lifestyle |
| Tips List (干货) | 15-30s | Hook → Tip 1, 2, 3 → CTA | Low | Very High | Quick value delivery |
| Before-After (对比) | 15-30s | Before → Process → After reveal | Low-Medium | Very High | Transformations |
| Storytelling (故事) | 45-60s | Hook → Conflict → Journey → Resolution | High | High | Emotional connection |
| Challenge (挑战) | 30-45s | Intro → Attempt → Result → Reaction | Medium | High | Entertainment, relatability |
| Quick Tip (秒懂) | 7-15s | Hook → One tip → CTA | Very Low | High | Ultra-brief value |
Video Format Specifications:
| Specification | Recommended | Acceptable | Avoid |
|---|---|---|---|
| Aspect Ratio | 9:16 (vertical) | 1:1 (square) | 16:9 (horizontal) |
| Resolution | 1080×1920 (Full HD) | 720×1280 (HD) | Below 720p |
| Frame Rate | 30fps | 24fps, 60fps | Below 24fps |
| File Size | Under 500MB | Under 1GB | Over 1GB |
| Length | 15-60s | Up to 3 min (rare) | Over 3 min |
| Format | MP4, MOV | - | AVI, MKV (unsupported) |
Equipment by Production Quality:
| Quality Level | Camera | Audio | Lighting | Stabilization | Budget |
|---|---|---|---|---|---|
| Basic | Smartphone (built-in) | Phone mic | Natural light | Handheld careful | ¥0 |
| Improved | Smartphone + app | Lavalier mic (¥50) | Ring light (¥100) | Mini tripod (¥50) | ¥200 |
| Advanced | Smartphone + lens kit | Wireless mic (¥300) | Softbox + ring light | Gimbal stabilizer (¥500) | ¥1,000 |
| Professional | Mirrorless camera | Shotgun mic + recorder | 3-point lighting | Professional rig | ¥10,000+ |
Great videos start with intentional planning, not random filming.
Define Your Video Type (from Quick Reference table above):
Structure Formula by Length:
15-Second Videos (ultra-fast):
30-Second Videos (standard):
60-Second Videos (maximum):
Pre-Filming Checklist:
Good footage makes editing easy; bad footage can't be fully fixed.
Camera Settings for Smartphone:
| Setting | Recommended | Why |
|---|---|---|
| Resolution | 4K (downscale to 1080p in edit) | Future-proofing, editing flexibility |
| Frame Rate | 30fps | Standard for social media, smooth motion |
| Grid | On (rule of thirds) | Composition guide |
| HDR | Off (can cause editing issues) | Consistent exposure |
| Stabilization | On (but use gimbal when possible) | Reduce shake |
Framing and Composition:
Vertical Framing Rules:
Lighting Fundamentals:
| Lighting Type | Quality | Best For | Setup |
|---|---|---|---|
| Natural (window) | Soft, flattering | Talking head, beauty | Face near window, not direct sun |
| Ring light | Even, circular catchlights | Product, tutorials | Ring light centered on face/product |
| Softbox | Professional, diffused | Any content | Softbox 45° angle to subject |
| Natural (outdoor) | Varied by weather | Vlog, lifestyle | Golden hour (sunrise/sunset) best |
Lighting Setup Tips:
Audio Recording Best Practices:
Microphone Selection:
Audio Setup:
Stabilization Techniques:
| Method | Effectiveness | Cost | Best For |
|---|---|---|---|
| Handheld careful | Low | Free | Stationary shots |
| Two-handed grip | Low-Medium | Free | Brief shots |
| Elbow lock (body as tripod) | Medium | Free | Medium-length shots |
| Mini tripod | Medium | ¥30-50 | Stationary, tutorials |
| Gimbal stabilizer | Very High | ¥400-800 | Moving shots, vlogs |
| Fixed tripod | Very High | ¥100-300 | Talking head, tutorials |
Editing transforms raw footage into compelling content.
Editing Workflow (using JianYing/CapCut/VietCut):
1. Import and Organize (5 minutes):
2. Rough Cut (10-15 minutes):
3. Fine Cut (15-20 minutes):
4. Add Visual Elements (10-15 minutes):
5. Audio Enhancement (5-10 minutes):
6. Export and Quality Check (5 minutes):
Editing Best Practices:
| Technique | When to Use | Effect |
|---|---|---|
| Jump cuts | Remove pauses, maintain energy | Dynamic, fast-paced |
| B-roll overlay | Cover cuts, add visual interest | Professional, engaging |
| Text animation | Emphasize key points | Attention-grabbing |
| Speed ramping | Build anticipation to reveal | Dramatic effect |
| Zoom in/out | Focus on detail, show context | Dynamic movement |
The hook determines 80% of your video's success. Invest disproportionate time here.
Hook Formula Types:
| Formula | Example | Why It Works |
|---|---|---|
| Curiosity gap | "这个产品真的让我惊呆了..." | Creates mystery, must watch to learn |
| Specific promise | "5个学生党省钱技巧" | Clear value, sets expectations |
| Problem-solution | "别再犯这个错误了" | Identifies pain, promises solution |
| Counter-intuitive | " unpopular opinion: [contrarian take]" | Challenges assumptions, provokes |
| Immediate result | [Show before-after instantly] | Visual proof, instant gratification |
| Question hook | "你知道为什么...吗？" | Engages curiosity, interactive |
| Bold statement | "这是我用过最好的..." | Strong opinion, controversial |
Visual Hook Techniques:
1. Face-to-Camera:
2. Dynamic Movement:
3. Text Teaser:
4. Action Start:
Hook Testing:
Don't leave viewers guessing—tell them exactly what to do.
CTA Types and Examples:
| CTA Type | Example | Best For |
|---|---|---|
| Follow | "关注我看更多 [topic] 内容" | Building audience |
| Like/Save | "点赞收藏,下次容易找到" | Algorithm boost, utility |
| Comment | "评论区告诉我你的看法" | Engagement boost |
| Share | "转发给需要的朋友" | Viral potential |
| Link in bio | "链接在主页" | Traffic/Conversion |
| Challenge | "试试这个,然后告诉我结果" | Community, UGC |
| Series CTA | "这是Part 1, Part 2明天见" | Retention, series viewership |
CTA Placement Strategies:
1. End CTA (standard):
2. Mid-roll CTA (for longer videos):
3. Text CTA (always visible):
4. Comment CTA (engagement):
Platform-specific optimization maximizes reach and engagement.
Xiaohongshu Algorithm Signals:
| Signal | Weight | How to Optimize |
|---|---|---|
| Completion rate | Very High | Keep videos 15-60s, engaging throughout |
| Watch time | Very High | Deliver value early, don't bury lead |
| Engagement (likes, comments, saves, shares) | High | Include CTAs, ask questions |
| Re-watches | Medium | Create loops, make worth rewatching |
| Session time | Medium | Create binge-worthy content series |
Platform-Specific Best Practices:
Title and Description:
Thumbnail/Cover (first frame matters):
Posting Timing:
Cross-Promotion:
Continuous improvement through data-driven optimization.
Key Metrics to Track:
| Metric | How to Measure | What It Indicates |
|---|---|---|
| Views | Total impressions | Reach + algorithm boost |
| Completion Rate | Finished / Started × 100% | Content engagement quality |
| 3-Second Retention | % who watch past 3 seconds | Hook effectiveness |
| Engagement Rate | (likes + comments + saves) / views | Content resonance |
| Share Rate | Shares / views | Viral potential |
| New Followers | Followers gained from video | Audience growth |
A/B Testing Framework:
Test Variables:
Testing Process:
Analytics Review Routine (weekly):
| Mistake | Why It's Wrong | Fix |
|---|---|---|
| Too long (3+ minutes) | Low completion rate, algorithm punishes | Cut to 15-60 seconds maximum |
| Weak or missing hook | 80% of viewers scroll past 3 seconds | Invest time in first 3 seconds, test multiple hooks |
| Poor audio quality | Viewers abandon regardless of visual quality | Use external mic, record in quiet space |
| No captions | 60% watch without sound (mobile/public) | Auto-generate, manually edit for accuracy |
| Horizontal video | Black bars, poor mobile experience | Always film vertical 9:16 |
| Slow pacing | Viewer boredom, scrolling | Fast cuts, dynamic editing, remove pauses |
| Buried lead (value at end) | Viewers never see payoff | Deliver value early, hook promised content |
| Weak or missing CTA | Lost engagement/growth opportunity | Clear, specific call-to-action |
| Over-editing (too many effects) | Tacky, distracting, unprofessional | Subtle edits serve content, not show off |
| Inconsistent posting | Algorithm doesn't know what to surface | Post 3-7x per week consistently |
Case Study 1: Beauty Creator's Hook Optimization
Creator: Makeup tutorial creator, 3K followers Problem: Good content but low views (200-500 average), high drop-off
Issues Identified:
Solution Implemented:
Results (60 days):
Key Learning: Hook is 80% of success. Test relentlessly, optimize obsessively.
Case Study 2: Product Reviewer's Format Strategy
Creator: Tech product reviewer, 8K followers Challenge: Time-consuming production, inconsistent quality
Strategy:
Results (90 days):
Key Learning: Templates + consistency = scale. Systematized approach enabled daily posting without burnout.
Case Study 3: Lifestyle Vlogger's Pacing Optimization
Creator: Daily vlog and lifestyle content, 5K followers Problem: Engagement plateau despite consistent posting, comments: "Videos feel slow"
Diagnosis: Pacing issues, too much dead air, weak hooks
Solution:
Results (4 months):
Key Learning: Pacing is everything. Every second must earn continued watching. Ruthless editing beats bloated content.
REQUIRED:
RECOMMENDED:
NEXT STEPS:
Short video production is a skill of ruthless editing and audience empathy. Every second must earn the viewer's continued attention—you're competing with endless content, and attention is the scarcest currency. The first 3 seconds determine everything: invest disproportionate time here, test relentlessly, and optimize obsessively. Great hooks + tight pacing + clear value + strong CTAs = short videos that build audiences, drive growth, and establish your presence on Xiaohongshu's mobile-first platform.