Last updated on September 24th, 2024 at 03:54 pm
Due to political, economic, and cultural reasons, the Chinese government has largely banned or restricted Western social media platforms like Facebook, Instagram, and Twitter within the country. As a result, China has cultivated its own thriving ecosystem of social media platforms such as WeChat, Douyin, QQ, Baidu Tieba and Sina Weibo to satisfy its population of more than 1.4 billion people over the past two decades. This poses distinctive challenges for marketers and business owners looking to enter the Chinese market since each of these platforms possesses its own unique characteristics and can be challenging to navigate.
Among these platforms, Xiaohongshu stands out as one of the most prominent and influential. It is used not only by the native Chinese in China, but also Chinese who resides overseas.
In this article, I will delve deep into the dynamics of Xiaohongshu and discuss its implications for businesses aiming to connect with Chinese consumers worldwide.
What is Xiaohongshu?
Xiaohongshu (小红书), or ‘Little Red Book’ or ‘RED’ in English, was launched in 2013 by Miranda Qu and Charlwin Mao, an ex-supply chain executive and a Stanford business school graduate who wanted to introduce good foreign brands to Chinese consumers with the help of a digital shopping guide for them to conduct pre-purchase research. However, there was a demand from its users to purchase the products they were researching, and Xiaohongshu eventually modified the platform to become a social media and e-commerce platform in 2014, where users can use the in-app shopping feature to immediately make a purchase on the platform itself if they wish. In 2016, Xiaohongshu generated $200 million in sales annually.
Often described as a hybrid of Instagram, Pinterest and Net-a-Porter, users can share shopping and lifestyle experiences and valuable content like new products and/or services, travel tips, beauty, fashion, food, entertainment, fitness, childcare and more on the Little Red Book app that can be downloaded from the Xiaohongshu website, using a variety of formats such as photos, text and videos. The platform is so popular among beauty bloggers and beauty KOLs that there is even a ‘Xiaohongshu’ makeup created by the users.
Who Are the Users of Xiaohongshu?
As of June 2023, the platform boasted a staggering 190 million monthly active users. More than 80% of Xiaohongshu’s users are affluent women between the age of 18 to 25 years old (GenZ, or Generation Z) from first and second-tier cities in China such as Beijing, Shanghai, Shenzhen and Guanghua, most of whom are interested in fashion, health, fitness and beauty. This means that Xiaohongshu users are in general middle to upper-class women with higher spending power. They are often considered to be highly sophisticated, prioritising quality over brand names. Most of them have no qualms purchasing from quality local brands, leading to a boost in following of local China products (国货风潮).
More recently, from 2022, its user base has expanded to include women in the 30s up to 40s, and today, it is not uncommon to see older women of between 40s to 60s dressing up fashionably and uploading their photos or videos on the platform.
There are also many users of Xiaohongshu living in other countries such as Vancouver, Toronto, Hong Kong, Malaysia and Singapore. This is in line with the common habits of digital platform users, who often continue to use the social media platforms that they are most used to even when they have immigrated.
Xiaohongshu’s In-App E-Commerce and Its Shopping Community
Xiaohongshu is fitted with an in-app e-commerce, allowing users to buy directly from a brand-owned store on the platform or by linking externally to a Tmall or WeChat store to purchase. Such shops may be self-operated by the platform or by 3rd-party sellers. Qualified brands need to submit an application before they can be accepted on the platform.
At the heart of Xiaohongshu’s uniqueness lies its expansive community, nurtured by a strong focus on users’ insightful ‘shopping notes.’ Each note provides a comprehensive account of their experiences with a particular product or service. What distinguishes Xiaohongshu is its focus not solely on the product or service itself, but rather on the authentic user experiences shared, making it a compelling draw for users seeking genuine insights. In comparison, other platforms like WeChat and Weibo primarily serve as tools for maintaining connections with friends and family.
Hence, the most popular posts on the platform are mostly author-tagged posts on products and/or services, showing the value of authenticity on the platform, as users give more credit to such content creators for being relatable. It’s important to also note that the platform enforces a policy against anonymous reviews or one-click ratings.
Users can also access product reviews seamlessly within the app, eliminating the need to navigate to external websites. This convenience sets it apart from many other online e-commerce platforms where users often have to rely on independent third-party reviews, given the unreliability of user feedback on product pages.
The ‘Zhongcao’ (种草) Culture on Xiaohongshu
One of the reasons why Xiaohongshu is becoming more popular especially among luxury brand advertisers such as Gucci, Louise Vuitton, Celine and Saint Laurent has been attributed to its reputation for driving e-commerce sales through its ‘zhongcao’, or ‘growing grass’ (种草) phenomenon. The concept, derived from the Chinese character ‘grass’, symbolises something that grows rapidly, and was popularised by Xiaohongshu to convey the effect of users wanting to purchase a product and/or service after seeing someone else on the platform recommends it.
How Can Brands use Xiaohongshu?
As of January 2023, there are more than 140,000 brands on Xiaohongshu, with 56% of them being domestic Chinese brands. Some well-known brands such as DIOR, Gucci, Louis Vuitton, Prada, Celine and Balenciaga have all created Xiaohongshu business accounts.
Set Up an Official Xiaohongshu Business Account
International brands can set up an official Xiaohongshu business account to better reach their target audience. As compared to other popular platforms such as WeChat, Xiaohongshu has less barriers to entry. However, for foreign brands to register a business account, you will still need to submit various verification documents such as business registration and license, trademarks or patents, and customs registration form. Depending on the product category that you are registering for, the required documents can be different.
Furthermore, if your brand intends to initiate official marketing campaigns on Xiaohongshu, it is important to complete the account verification process. Failure to verify your account may result in your content being perceived as a violation of the platform’s policies, potentially leading to its removal.
Whether you wish to use the platform to sell your products and/or services or just to build awareness and interact with your customers, Xiaohongshu is an effective platform for you to leverage on. If you have a business account, you can respond to comments and also turn enquiries into purchases.
Creating A Xiaohongshu Marketing Strategy
Before developing a Xiaohongshu marketing plan, it’s crucial to understand your target audience. Find out their age, interests, and their preferences on the platform. This knowledge will enable you to create content that resonates with them and strengthens your connection with them.
Format of Posts on Xiaohongshu
Xiaohongshu’s content posts (笔记) includes images and/or short videos, with text descriptions accompanying each post, which are arranged in a way that is similar to the layout of Pinterest, in long grids ranked accordingly. Each post has between 3 – 6 images, and text descriptions below range from 20 to 200 characters, often peppered with many emojis.
The Xiaohongshu Content Algorithm
Xiaohongshu’s AI-powered content algorithm is designed to push out content that synergises with your preferences and profile. It shows you posts that the platform thinks you might be interested in under the general feed, also prioritising various factors in the following order of importance: follows, comments, collects (bookmarking to save favourite posts), and likes when determining rankings. The more interactions and engagement your content garners, the higher it ascends in the rankings, ultimately increasing your reach to a larger audience.
There are a total of 10 levels that users can achieve on Xiaohongshu. To attain the status of a ‘pao pao shu’ (泡泡薯), for instance, you will need to post 5 pieces of content that will either get 10 likes or 10 saves. If you attain the status of a ‘pao pao shu’ (泡泡薯), your account will be shown to more users and will get more eyeballs organically.
(1) Plan a Content Marketing Strategy on Xiaohongshu
Content lasts longer on Xiaohongshu as compared to other Chinese social media platforms such as WeChat, whose content lifespan is less than a week. Many content on the platform can still get traffic even after one or two months. This is because how the posts are shown to users are determined by the platform’s algorithm.
Brands on Xiaohongshu should hence focus on providing high-quality content for their target audience. Content that reads like an advertisement is a big no-no, and will not perform well. Here are a few tips that you can use to get more brand awareness on Xiaohongshu.
(a) Use a Relevant Cover Photo
Your Xiaohongshu profile is your brand’s virtual storefront, so you should make it attractive. Choose a profile photo that conveys what your business stands for, and write a bio that highlights your brand’s unique selling points, with a link to your website or online store.
(b) Leverage User Reviews
Showcase favourable feedback from your customers prominently on your Xiaohongshu profile. These reviews can serve as potent testimonials, contributing to the establishment of trust and credibility for your brand.
(c) Use Genuine Images and Videos
Xiaohongshu users highly appreciate authenticity, so it’s advisable to incorporate more lifestyle-oriented photos that are minimally retouched, rather than relying on overly polished images, like those featuring heavily retouched models, which may come across as artificial.
(d) Create an Interesting Post Title
It is important for you to create an interesting title for your post to create suspense and interest, so that users will be keen to check out your notes. Creating a note based on trending topics will also attract more eyeballs to your content. Do note to include a relevant keyword in the title for search engine purposes.
(e) Types of Content to Create
Most users on the platform prefers content that teaches them how to solve a particular problem, such as hacks, and tips and tricks. You can also use the platform’s functions to create other content types such as:
- A series of tutorials for your products.
- A series of stories to showcase a block of related content, so that users can anticipate and wait for you to renew your content.
- Showcase how your products have made a positive impact on the lives of your customers.
- Showcase behind-the-scenes content, such as the story of how your products are made, or introduce your team.
- Organise a UGC contest or challenge to showcase your audience’s creativity and reward the top entries.
You can foster a strong sense of trust between you and your customers by crafting engaging and informative content that genuinely resonate. When your customers witness their peers sharing their thoughts about a specific product, it’s bound to create a buzz.
Storytelling – a Powerful Tool
Brands can also use storytelling as a tool for building a brand presence in Xiaohongshu. By using captivating stories around your brand or products, you can showcase your unique selling points, build trust and credibility and create an emotional bond with your audience. Your customers may also be encouraged to share their experience with your products, thus increasing genuine and detailed user reviews, further amplifying your brand message.
Avoid Censored and Forbidden Words
When creating content on Xiaohongshu, be sure to avoid censored and forbidden words in China such as “No.1”, “best”, and “most”, and also politically-related words, all of which will affect your traffic. You can use this free words checker to check your content before uploading it to the platform.
You should also not redirect traffic to competitive platforms such as WeChat or Taobao, as this can also block your content and limit your exposure.
Using Monitoring Tools
You can use monitoring tools specially designed for Xiaohongshu such as Xinhong (新红) and Qiangua (千瓜) to enhance your content creation, track what your competitors are doing, and search for KOLs/KOCs.
(f) Interact with Your Audience
Allocate time to respond to your audience’s comments on your posts, including private messages. Be prompt in joining conversations, addressing inquiries, and expressing gratitude for positive feedback and comments.
(g) Set Up Collections
You can set up collections to gather related content into a group folder, allowing audiences to explore and enhance viewership, ultimately fostering improved audience interactions.
(h) Incorporate Relevant Keywords Into Your Content
You should insert relevant keywords into your posts, captions and hashtags to increase your brand visibility and engagement on Xiaohongshu. Keep your text description informative and concise and make sure it will resonate with your target audience.
As the platform is used mostly as a product recommendation search engine, users will just type what they are looking for into the search bar, such as key product information like the product name, brand name, ingredients, or what it does or can achieve. If you have relevant keywords in your content, users looking for such a product will find you easily. You should also use keywords naturally and avoid keyword stuffing.
Because Xiaohongshu uses hashtags to categorise content, you should also use popular and trending hashtags related to your brand and content to increase your reach and discoverability.
(i) Geo-Tagging
If your brand has a physical presence in China, consider using geo-tags to target users in specific regions or cities. This can be beneficial for promoting local events, store openings, or region-specific offers.
(j) Collaboration with Other Brands
You can also explore collaborations with other brands that have a synergy with your brand, such as a similar target audience. This can be an effective way for you to broaden your audience and tap into new markets. With the collaboration, you should generate distinctive and engaging content that resonates with the followers of both brands.
(k) Posting at the Optimal Time
Past data on Xiaohongshu showed that in general, most users browse the platform from 7pm to 9pm, 12pm to 2pm, and 9pm to 12am. However, do note that these time slots may not apply to every content category.
Brands should also note that it takes Xiaohongshu about 10 to 30 minutes to check each post before they are published.
(l) Launching Exclusive Offers and Gamification
Craft exclusive deals or special discounts tailored for Xiaohongshu users, to increase interaction and encourage return visits. Time-limited promotions can instill a feeling of urgency, motivating users to swiftly engage and make the most of the offer. For example, you can strategically unveil your promotions during two significant occasions—Doubles 11 (Singles’ Day), the world’s largest shopping festival, and Double 12, another notable online shopping extravaganza.
You can also create promotional campaigns around major Chinese holidays or seasons such as Chinese New Year, Mid-Autumn Festival, or Dragon Boat Festival or even leverage on gamification such as interactive quizzes, polls and challenges that encourage your audience to participate and reward them for it. Xiaohongshu also occasionally hosts in-app challenges for users, and you can align your brand with relevant challenges to increase visibility and increase engagement.
(2) Key Opinion Leaders (KOLs)/Key Opinion Consumers (KOCs) Marketing
Brands can work with social media influencers called key opinion leaders (KOLs) or key opinion consumers (KOCs) to create visibility and brand awareness on Xiaohongshu. KOCs usually have a smaller following of less than 10,000, but can often be more effective. KOLs/KOCs on Xiaohongshu range from high-school students to well-known Chinese celebrities, such as actress Fan Bingbing.
KOLs/KOCs and celebrity endorsements can help you reach a wider audience and help you introduce your products to their followers. Working with them is also crucial because if a prospective customer look for your product or brand on Xiaohongshu and sees little to no reviews or user-generated content (UGC), they will think that your brand is not good enough. Audiences also perceive them as more reliable than branded advertisements, helping brands to establish meaningful engagement with their target audiences.
KOLs/KOCs understand emerging trends and are skilled at creating platform-specific content, which spans a wide spectrum including product reviews, unboxings, lifestyle vlogs, and travel narratives. It’s essential to avoid imposing excessive content restrictions on KOLs/KOCs, allowing their unique personalities to shine through, thereby fostering a deeper connection with their audience.
For every marketing campaign, you should structure a KOL/KOC strategy that includes one or two popular KOLs, about 5 to 10 mid-tier KOLs and many micro KOLs/KOCs.
Unlike many Chinese social media platforms that rely on paid influencers for content, Xiaohongshu stands out by not following this trend. This unique approach may be a key factor contributing to the enduring quality of its content, as the platform continues to draw in a growing user base in a crowded landscape of social media platforms.
Xiaohongshu Pugongying (小红书蒲公英)
Xiaohongshu Pugongying (小红书蒲公英) is the platform’s official KOL advertising platform which governs the collaborations between KOLs and brands. All transactions between brand and creators are required to be conducted on the site, with Xiaohongshu charging a 10% commission on every inked partnership. As a guide, a video-based marketing post could cost from 320,000 yuan (USD44,000 or SGD60,000) for a top-of-the-range KOL.
KOLs who partner with brands privately and get caught by Xiaohongshu will get their posts removed, and even their accounts might be blocked permanently.
How to Avoid Engaging Fake KOLs/KOCs
Follower counts can be artificially inflated. To avoid engaging KOLs/KOCs with fake followers, you can first check the quality of content of the KOL/KOC that you want to engage, and look at the comments section. If you notice that most of his or her audiences are taking time to leave detailed responses on their posts, it is more likely that this KOL/KOC has an active and engaged fan base, most of whom are likely to be your prospective customers. Despite the usefulness of the KOL/KOC marketing strategy, brands should still exercise caution when considering such endorsements because Chinese consumers are becoming increasingly discerning when it comes to endorsements that appear overly commercial or promotional in nature.
(3) Live-Streaming on Xiaohongshu
Live events provide an excellent opportunity for brands to engage with their audience in real-time. Think about organising live Q&A sessions, product debuts, or behind-the-scenes tours to cultivate a sense of community and enthusiasm for your brand. In particular, using KOLs/KOCs as part of your live-streaming will increase your brand reach, because many audiences rely on KOLs/KOCs to make purchasing decisions due to the products being seen as more authentic.
(4) Advertising On Xiaohongshu
Xiaohongshu offers advertising opportunities on its main feed, as well as other less prominent options such as pop-up ads, keyword ads, splash screen ads, and search bar ads. However, since the platform is built on authenticity, these ad options are not as robust as its Western counterparts such as Facebook or Instagram. Its targeting, for instance, relies on only about 20 interest groups. Xiaohongshu primarily generates its revenue through advertising. The platform also earns income from various sources, including its in-app e-commerce division, virtual gifting within live-streaming, overseeing collaborations between brands and creators, and sponsored content.
It is critical to achieve a balance between paid advertising and organic reach. The former gives you immediate brand outreach, and the latter helps you to build trust with your audience. Brands should maximise their chances of success by incorporating paid advertising into their Xiaohongshu strategies together with other approaches like KOL/KOC marketing and content marketing.
Assessing Performance and Fine-Tuning Your Strategy
As with any marketing effort, it’s important to measure the performance of your Xiaohongshu campaigns and content. You can use the platform’s in-built analytics tools to track metrics such as engagement rates, click-through rates (CTR), post views, likes, comments, and follower growth. Look at what kinds of content resonates the most with your audience, and use that knowledge to fine-tune your new strategy. As much as possible, use A/B testing methods to make comparisons between different approaches, and continuously optimise and adjust your strategy and content to improve engagement.
Conclusion
Xiaohongshu offers an excellent avenue for connecting with an audience actively seeking new brands. Its unique, mission-driven user community is steadily expanding, alongside the brands effectively utilising its platform. As the realm of social commerce continues to flourish, Xiaohongshu may just be the platform you’ve been seeking to boost your return on investment.
Get Started Here!
If you find yourself struggling with understanding the China market or Chinese social media, let’s have a chat! With more than 5 years of experience in Xiaohongshu, I can help you decipher your problem. Reach out to me at +65-9622-8824 or bei@beithoven.com, and let’s explore how we can collaborate to develop a successful Chinese content marketing strategy for your business.
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.