Xiaohongshu (RedNote, or Little Red Book) is a popular social media platform in China that combines elements of Instagram, Pinterest, and a shopping platform. It allows users to share content about their lives, products, and experiences. However, with great power comes great responsibility. Xiaohongshu has strict content guidelines, especially when it comes to sharing health and wealth-related posts. If you don’t follow these guidelines, you risk getting your account banned or your posts removed.
So how can you share health and wealth content without running into trouble? Here’s what you need to know.
1. Avoid Wealth Flaunting
Xiaohongshu is known for promoting authentic and relatable content. Posting images that flaunt wealth or luxury items is not only considered distasteful but could also result in penalties. Content that promotes materialism or extravagant lifestyles may be flagged and removed. This includes showing off expensive cars, clothes, or houses with the sole purpose of boasting about your wealth.
Instead of focusing on showing off material wealth, share personal stories, advice, or insights that add value to your followers. For example, if you’re talking about your wealth-building journey, focus on strategies, savings, or smart investments rather than flashy purchases.
Example: Instead of posting a photo of a luxury watch, share a post on how setting financial goals helped you reach your milestones.
2. Ensure Content Authenticity
Xiaohongshu values authenticity. The platform discourages content that feels overly manipulative, sensationalised, or clickbaity. Posts that aim solely to grab attention without providing value or insight are often flagged by moderators.
If you want to share your health or wealth knowledge, make sure your posts are genuine, informative, and backed by credible information. Over-promising results or creating unrealistic expectations can damage your credibility and lead to account suspension.
Example: Rather than promising quick weight loss or guaranteed wealth, share your personal journey, struggles, and realistic tips that helped you.
3. Comply with Advertising Regulations
Direct advertising is strictly prohibited on Xiaohongshu. Posting product links, external websites, or direct calls to action like “click here to buy” can get your account banned. It’s also important to avoid sharing WeChat IDs, phone numbers, or any external traffic redirection links.
If you want to recommend a product or service, focus on creating organic content that adds value to your followers. Integrating products naturally into your posts (without pushing them too hard) is the key to maintaining your account.
Example: Instead of saying, “Buy this product now,” try sharing a personal review of the product and how it helped improve your health or finances, providing context to its value.
4. Be Cautious with Health Claims
When sharing health-related content, especially about health products or supplements, be cautious about making exaggerated claims. Xiaohongshu adheres to strict regulations regarding the promotion of health-related items, and making unsupported health claims can lead to penalties.
Always ensure that your health-related posts are backed by credible sources, scientific studies, or expert opinions. If you’re a health professional, you can share your qualifications to support your advice, but avoid overstating the benefits of products or services.
Example: Instead of claiming a supplement can “cure” a specific condition, talk about the role of nutrition in health and share how the product fits into a broader, balanced diet.
5. Maintain Content Quality
One of the most important rules on Xiaohongshu is to avoid bulk posting, repetitive content, or using automated tools. Spamming the platform with the same content over and over again is a surefire way to get penalised. The algorithm favours high-quality, original content that adds value to the community.
Take the time to create well-thought-out posts that are visually appealing, informative, and useful. Keep your audience engaged by offering fresh perspectives, answering common questions, and fostering discussions around health and wealth topics.
Example: Instead of reposting the same tips weekly, try diversifying your content by sharing new ideas, personal anecdotes, or inviting followers to participate in a Q&A session.
By following these simple guidelines, you can share content on Xiaohongshu responsibly and successfully while building a loyal following. Whether you’re sharing health tips, wealth-building strategies, or simply your personal journey, always keep your posts authentic, valuable, and aligned with Xiaohongshu’s community standards. In doing so, you can avoid the risk of getting banned and continue sharing your message with the world.
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Chinese social media can be complex — but with the right strategy, it becomes a powerful tool. Let’s work together to make Xiaohongshu work for your brand. Reach me at +65-9622-8824 or bei@beithoven.com.
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.