Last updated on September 24th, 2024 at 03:54 pm
Previously, we extensively discussed Little Red Book, or the Chinese social media platform better known as Xiaohongshu (小红书) here, here and here. This article shifts the focus to the Singapore market, exploring how Singapore businesses can use Xiaohongshu marketing for their brands, and reach out to a wider audience, especially the Chinese audience.
Why Is Xiaohongshu Becoming So Popular in Singapore?
In the past two years, I’ve seen Xiaohongshu grown in popularity among Singaporeans. There are a few reasons for this surge in usage.
(1) The Rise of the Gen Zs
Singaporeans, especially Gen Z, are experiencing fatigue on platforms like Facebook and Instagram. They often prefer alternative social media where there are fewer people who know them, allowing them to voice their opinions more freely. They find Xiaohongshu to be a refreshing alternative to freely express their opinions without the fear of judgment from acquaintances. This aspect of anonymity makes it an attractive platform for users to share their genuine experiences and recommendations.
(2) Authenticity and Real-Life Experiences
Local consumers value Xiaohongshu for its emphasis on authenticity and real-life experiences. This makes it an ideal platform for Singaporeans to discover new places to visit, whether they are trendy cafes, restaurants, or other lifestyle-related recommendations. Beauty fanatics use the platform for in-depth reviews and tutorials and fashionistas seek inspiration from various trendy Chinese influencers there. Reviews on Xiaohongshu are perceived as less biased compared to those on platforms like Facebook and Instagram and very relatable, giving users more confidence in trying out new products and services.
(3) More Local Training Courses on Xiaohongshu
More local training courses are showcasing the benefits of Xiaohongshu for businesses looking to reach the Chinese market. Foreign companies can also sell on the platform without a Chinese bank account or mainland Chinese business license. As a result, many businesses and individuals have created new accounts on the platform to sell their products and services. Xiaohongshu can be a valuable channel for Singaporean brands to enter the rapidly growing Chinese market. Chinese consumers are also known to prefer high-quality, foreign and international brands, a preference that is also evident on Xiaohongshu.
(5) Influx of Local Influencers and Personalities
Many influencers, content creators and well-known actors and actresses in Singapore have joined Xiaohongshu in the past five years, such as TV actresses Zoe Tay and Fann Wong, socialite Kim Lim and food blogger Tam Chiak, bringing their followers with them. Collaborations with such influencers on Xiaohongshu have also become a strategy for businesses who are on the platform.
How Can Singapore Brands Leverage Xiaohongshu?
With its focus on authentic user-generated content (UGC) and real-life experiences, Xiaohongshu presents a unique opportunity for Singapore brands to connect with a vast and growing audience. By understanding the platform’s appeal and strategically utilising its features, Singaporean businesses can effectively showcase their products and services, tap into the preferences of Chinese consumers, and expand their market presence. This section explores the four main ways Singapore brands can leverage Xiaohongshu to enhance their reach and influence in China.
(1) Familarise Yourself with Xiaohongshu
The individual or team responsible for working with Xiaohongshu should familiarise themselves with the platform’s features, understand its user demographics, learn how the algorithm works, and identify the most popular types of content in their industry or niche. This knowledge will help tailor the content strategy to the platform’s audience more effectively.
(2) Develop a Content Strategy for Xiaohongshu
Businesses should create a content strategy specifically for Xiaohongshu due to its unique ecosystem and user base, the majority of whom are women, especially younger women with high purchasing power. Focus on the target audience, and create visually appealing and high-quality content like human interest stories, product guides and reviews, factory walkthroughs, travel guides, lookbooks, and more, in both video and image formats to make your content more engaging. Providing valuable information that help your audience is key, as it will make them connect more with your brand on Xiaohongshu, and attract more like-minded consumers.
One type of original content that you should create on the platform is UGC as Xiaohongshu thrives on authentic reviews and recommendations made by its users. So as much as possible, you should include this as one of your marketing strategies for the Chinese market.
(3) Collaborate with Key Opinion Leaders (KOLs)
One crucial component of your Xiaohongshu strategy should be collaborating with influencers, known as Key Opinion Leaders (KOLs) in China. KOLs have a significant following and can greatly amplify your brand’s visibility and credibility on the platform. By partnering with these influencers, Singapore brands can tap into their established trust and reach within the Chinese communities. KOLs can create engaging content, provide authentic reviews, and endorse products in a way that resonates with their audience. Such influencer collaborations not only help in building brand awareness but also drives consumer trust and engagement, making it an essential strategy for success on Xiaohongshu.
Don’t overlook smaller influencers. They often have highly engaged audiences and can be more cost-effective.
(4) Leverage These Two Trending Themes, If Relevant
(a) Sustainability
Sustainability has become a key focus in recent years, with platforms like Xiaohongshu actively promoting eco-friendly choices. On the platform, users frequently exchange tips on sustainable living, covering everything from ethical fashion brands to zero-waste lifestyle practices. Hence, if your business is able to leverage this concept for your content, it will increase user engagement.
(b) Mental Well-Being
The digital landscape can greatly impact our mental well-being, both positively and negatively. Xiaohongshu is striving to enhance mental health by offering content that encourages positivity, mindfulness, and emotional development. The platform help users appreciate life’s small joys and share effective stress management strategies, fostering a healthier interaction with technology. Singapore businesses can also leverage on this theme if relevant, and increase engagement among their active users on Xiaohongshu.
The Future of Xiaohongshu in Singapore
In conclusion, Xiaohongshu’s focus on authenticity and real-life experiences has made it increasingly popular both as an entertainment platform for consumers and a powerful marketing tool for businesses. By understanding the platform, creating engaging content, utilising key features, and collaborating with KOLs, Singapore brands can successfully penetrate the Xiaohongshu market and connect with both local Singaporean audience and Chinese consumers. As its potential becomes more widely recognised, this Chinese platform is poised for continued growth and evolution.
Get Started Here!
Looking to make an impact on Xiaohongshu? Navigating Chinese social media can be tricky, but you don’t have to do it alone. Contact me at +65-9622-8824 or bei@beithoven.com, and let’s work together to create your success!
Bei, a bilingual (English/Chinese) Singapore content strategist, has over 20 years of experience in marketing for small businesses. She mostly writes about visual storytelling, AI art, SEO, social media and China marketing.