I’ve been on Xiaohongshu (RedNote, Little Red Book, or RED) for five years now, exploring its mix of user-generated content and e-commerce. (I’ve actually shared insights about this platform and China marketing a few times here—feel free to check them out!) While many are familiar with Xiaohongshu’s core features, there are plenty of lesser-known aspects that might surprise you. After half a decade on the platform, here’s what I’ve learned.
1. Authenticity Rules the Algorithm
Xiaohongshu has a strict content moderation system to maintain trust and credibility, using a combination of AI and human moderators to detect and filter out misleading or inauthentic content.
Unlike other platforms like TikTok or Instagram, Xiaohongshu’s algorithm favours posts that appear genuine and authentic. For example, it likes “收藏” (Save) over “点赞” (Like) because it interprets saving as a strong intent signal, indicating that users find the content valuable and want to revisit it later. This affects content ranking and discoverability.
Posts that violate guidelines—such as fake reviews, inappropriate material, or overly promotional and scripted content—are often deprioritised or quickly removed.
This focus on authenticity has made it a trusted platform for user-generated reviews and recommendations, often referred to as the “Chinese Instagram” but with a stronger emphasis on trust and utility.
2. A Post’s Success Is Determined in the First 24 Hours
Xiaohongshu uses a tiered content distribution system. New posts are first shown to a small test audience, and if engagement (saves, comments, shares) is high within the first 24 hours, the post gets pushed to a larger audience. This makes timing and immediate engagement crucial. To maximise reach, plan your content schedule accordingly and post at optimal times.
3. Limits External Traffic – Even From WeChat
Xiaohongshu discourages external links and off-platform traffic redirection, including links to WeChat official accounts. Even when links are allowed, they often receive lower visibility. Brands should prioritise in-platform content strategies rather than relying on Xiaohongshu to drive traffic elsewhere.
4. KOCs (Key Opinion Consumers) Are More Influential Than KOLs (Key Opinion Leaders)
While KOLs are influential on many platforms, Xiaohongshu places a higher value on KOCs. These are everyday users who share detailed, honest reviews and experiences.
Brands often collaborate with KOCs for grassroots marketing campaigns, as their content is perceived as more relatable and trustworthy.
Many brands assume that big influencers (KOLs) drive the best results, but Xiaohongshu’s micro-influencers (KOCs) often generate higher engagement and conversion rates due to their perceived authenticity. Some campaigns achieve better ROI by working with 50 smaller KOLs rather than one large KOL.
5. SEO Matters More Than Hashtags
While hashtags help with visibility, keyword placement in captions and comments is even more critical. Xiaohongshu functions as a search engine, and users frequently look up product reviews and recommendations. Posts with long-tail keywords (e.g., “best sunscreen for oily skin in Singapore”) tend to perform well.
6. Brand Accounts Are at a Disadvantage Compared to Personal Accounts
After spending 2–3 hours on Xiaohongshu every night for more than five years, I’ve come to realise just how much the platform prioritises content from personal accounts over brand accounts. Unlike traditional social media platforms where businesses can thrive with official brand pages, Xiaohongshu favours authentic, user-generated content, which is why personal accounts are more valued, and their content more often seen in the feed.
To adapt, many brands now create ‘persona accounts’—profiles designed to look like regular users rather than corporate entities. These accounts share experiences, product recommendations, and lifestyle content in a way that feels natural and relatable, making them more likely to gain traction on the platform.
7. Drives Buying Decisions, But Not Transactions
Xiaohongshu allows users to purchase products directly through the app, but most of the time, many users still use the platform primarily for research before buying products on other e-commerce platforms like Taobao or JD.com.
8. Xiaohongshu’s Expanding Influence: Men & Gen Z
(a) Rising Popularity Among Men
While Xiaohongshu is predominantly female-centric and has been for many years, there has been a noticeable increase in male users in recent years. Men are increasingly using the platform for content related to fitness, travel, technology, and even fashion.
This shift presents new opportunities for brands targeting male audiences.
(b) Growing Influence on Gen Z
Xiaohongshu is increasingly popular among Gen Z users, who value its community-driven content and focus on lifestyle trends. The platform is a key space for discovering new trends, from niche beauty products to viral travel destinations.
Brands targeting Gen Z often use Xiaohongshu to launch campaigns that feel organic and community-focused.
9. Niche Communities and Subcultures
Beyond mainstream topics like makeup and beauty, Xiaohongshu hosts niche communities and subcultures focused on specific interests, such as vintage fashion, sustainable living, and even pet care. These communities are highly engaged and offer opportunities for targeted marketing.
Expansion into Local Services and Travel
Besides that, Xiaohongshu has recently become a go-to platform for travel recommendations and local service reviews. Users share detailed guides, itineraries, and tips for destinations both in China and abroad. As a result, many tourism boards and hospitality brands seeking to attract Chinese travellers have embraced the platform over the past five years.
10. International Expansion Efforts
After Trump warned of a possible TikTok ban, many foreign users began creating accounts on Xiaohongshu, exploring it as an alternative social platform. This surge in interest highlighted Xiaohongshu’s potential beyond China, especially among content creators and businesses looking to engage with Chinese consumers.
While Xiaohongshu primarily caters to the Chinese market, it has been gradually testing international expansion. The platform has introduced multilingual versions, instant translation features, and is actively exploring ways to attract non-Chinese users, particularly in Southeast Asia.
11. Collaboration with Douyin
Xiaohongshu and Douyin (China’s version of TikTok) often work hand in hand in marketing campaigns. While Douyin excels at short-form video content, Xiaohongshu provides in-depth reviews and detailed guides, offering a more comprehensive user journey.
Recently, more brands have started creating accounts on both platforms, using Douyin for dynamic, engaging videos while leveraging Xiaohongshu for deeper storytelling and product insights. This dual-platform approach helps them better reach and engage their audience.
12. Livestreaming Is Underutilised but Highly Effective
Unlike Douyin, Xiaohongshu’s livestream feature is not widely used by brands, making it an untapped opportunity. Livestreams tend to attract highly engaged, niche audiences who trust the platform’s recommendation culture. If you’re already using this format on other platforms, consider incorporating it into your Xiaohongshu strategy as well.
Conclusion
Xiaohongshu is more than just a social media platform—it’s a powerful tool for building trust and driving consumer decisions. Its focus on authenticity, combined with its e-commerce capabilities, makes it a unique and influential player in the Chinese digital landscape. Brands looking to succeed on Xiaohongshu should prioritise genuine engagement and leverage the platform’s community-driven nature.
Get Started Here!
The Chinese market is full of opportunities, but breaking into it through social media can be challenging. With over 5 years of hands-on experience on Xiaohongshu, I know what works—and what doesn’t. Whether you’re looking to grow brand awareness, attract Chinese consumers, or refine your Xiaohongshu strategy, I can help. Let’s talk! Reach me at 65-9622-8824 or email bei@beithoven.com to get started.
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Bei, a bilingual (English/Chinese) Singapore content strategist, has over 20 years of experience in marketing. She mostly writes about visual storytelling, AI art, SEO, social media and China marketing.