Rail Ninja | Rednote Content & Organic Performance
What happens if you post on Rednote without spending anything on ads? Can organic content alone still generate meaningful visibility?
Here’s an example from Rail Ninja.
Rail Ninja is a global train ticket booking platform, and Nanjing Marketing Group manages its Rednote content marketing in China. So far, we’ve published 20 posts.
The two best-performing posts generated more than 6,000 and 4,000 organic impressions, respectively, without any paid promotion.
Let’s take a closer look at these posts to see what worked and what we can learn.
What Did We Do?
We managed Rail Ninja’s Rednote account from the ground up:
- Account setup
- Content writing
- Visual design
We researched Rail Ninja’s services and Chinese travelers’ needs to create practical content, such as train comparisons, scenic routes, and booking tips, while naturally integrating Rail Ninja’s services.
By answering multiple related travel questions within each post, we can make the content more useful to readers while increasing its potential to gain organic visibility.
What Can We Learn From This Campaign?
Addressing User Pain Points in Titles
For travel booking content, addressing specific user pain points or questions can be an effective way to create titles. For example:
- “Skip the Flight! You Can Explore Saudi Arabia by High-Speed Rail”
- “No Rushing: Explore Two European Cities with One Train Ticket”
- “How to Take Trains in Portugal? 3 Train Types Explained”
These titles connect the content with common travel planning needs, making its value clear at a glance.
Practical Content Can Generate Organic Reach
When posts clearly answer core user questions and address multiple related travel needs, they have more potential to gain organic visibility. They’re also more likely to be saved for later or shared with travel companions.
Our two best-performing posts received 30 and 24 saves, and 14 and 8 shares, respectively.
Relevant Tags Matter More Than More Tags
Tags should clarify content positioning rather than simply increase volume. For example, for a post about train travel in Spain, we used focused tags:
- #SpainTravel
- #EuropeanHighSpeedRail
- #SpainGuide
- #TrainTravel
All tags were closely related to Spain travel and train transportation, keeping the post closely focused on the topic and the travelers most likely to find it useful.
Search Visibility Can Be Monitored
After publishing, we can search relevant keywords, such as “Spain train,” to check a post’s ranking. If the post does not rank well, we can adjust the keywords in the current post to improve its search visibility.
Short Videos
Landing Pages
WeChat Ads
WeChat Articles
GEO & SEO
Bilibili Ads
Baidu Ads
Contact Us for a Free Consultation
We’ll identify the potential obstacles hindering your expansion in China, and we’ll recommend the best course of action based on your individual needs.
If you think we’re a good fit, you’ll receive a proposal for services within a week.