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Mastering Xiaohongshu (Little Red Book): The Ultimate Guide to Chinese Social Media Marketing | SODA Global

Updated: May 24

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Unlocking the Potential of Xiaohongshu: A comprehensive guide to content creation and advertising

Overview of Xiaohongshu (Little Red Book)

In the landscape of Chinese social media, Xiaohongshu, also known as the Little Red Book or simply RED, stands out alongside giants like WeChat, Douyin, and Weibo. While first launched as a social media platform dedicated for travel tips and product recommendations, Xiaohongshu has evolved into a dynamic platform that combines content creation, e-commerce, and influencer networks.


Understanding Xiaohongshu’s User Persona

Unlike other Chinese social media platforms that primarily cater to one specific field such as entertainment or news, Xiaohongshu has cultivated a wide range of dedicated user base and content creators.


Xiaohongshu is a social media platform that combines Amazon, Instagram, and Pinterest.
Xiaohongshu's Interface

From young urban professionals to seasoned travelers and fashion enthusiasts, Xiaohongshu attracts diverse users with over 28 categories of content: fashion, food, cosmetics…

According to a CBN Data report, Xiaohongshu’s main demographics include:

  • 70% female users, 30% male users

  • 46.39% users aged between 18 and 24

  • 36.08% users aged between 25 and 34


Xiaohongshu (Little Red Book) vs. Other Chinese Social Media: WeChat, Douyin, and Weibo

There are two major aspects where Xiaohongshu differentiates from the other well-known Chinese social media platforms. 


1. Xiaohongshu’s Global Demographics

While platforms like WeChat Official Accounts, Douyin (Chinese TikTok), and Weibo primarily cater to mainland Chinese demographics, Xiaohongshu has attracted international users from regions such as Malaysia, Singapore, and North America.

The broad user demographics differentiate Xiaohongshu from the mainland-exclusive social media platforms and make it the go-to destination for brands seeking a global connection with users.


2. Xiaohongshu’s Openness to Overseas Business for Social Media Advertising

Xiaohongshu offers comprehensive features that help international brands break into the Chinese market, such as account verification advertising account setup, and integration with its own e-commerce platform. 

Other major Chinese social media platforms do not have the same level of inclusivity for foreign entities. For example, both Weibo and Douyin prohibit account registration by foreign companies, and restrict advertising opportunities within China; even WeChat Official Accounts, while allowing foreign content accounts, they limit advertising access to domestic businesses only.

With over 140,000 brands already registered on Xiaohongshu, the platform has proven to be a preferred choice for overseas brands looking to expand their presence and connect with Chinese consumers.


Need help with setting up your Xiaohongshu accounts? Consult with SODA for more information.


To help you successfully launch and grow your business in China and on Xiaohongshu, SODA provides the following essential services:


1. Xiaohongshu Content Account Registration and Verification Services

We guide you on how to set up an account and verify properly on Xiaohongshu so that your brand is able to produce authentic and accepted content on the platform.


2. Xiaohongshu Graphic and Text Post Writing and Publishing

Our team creates engaging and high-quality graphic and text posts that capture the attention of your target audience and convey your brand message effectively.


3. Xiaohongshu Short Video Production and Publishing

We produce and publish captivating short videos that showcase your products or services, leveraging the power of visual storytelling to drive engagement and conversions.


4. Xiaohongshu Advertising Account Setup and Ad Management

We set up your advertising account on Xiaohongshu and manage your ad campaigns, optimizing them for maximum reach and ROI.


5. Xiaohongshu KOL Services

We connect you with influential KOLs who can authentically promote your brand to their followers, increasing your brand's visibility and credibility on Xiaohongshu.


Why Businesses Can’t Afford to Ignore Xiaohongshu (Little Red Book)

If you’re a marketer and looking forward to breaking into the lucrative Chinese market, here’s why you cannot afford to ignore Xiaohongshu:


1. Xiaohongshu Users’ High Purchasing Power

71% of Xiaohongshu users possess a bachelor’s degree or higher, which boasts substantial spending poweran over 4,000+ yuan average monthly disposable income. Xiaohongshu users are known for their willingness to invest in quality products and brands that align with their lifestyles, and they actively seek out both up-and-coming niche brands and established names. Xiaohongshu is the optimal social media platform for brand discovery and building brand loyalty.


2. Community Engagement and Influencers’ Strong Impact

In the world of Chinese social media, KOL (Key Opinion Leader) marketing is not neglectable. Influencers on Xiaohongshu wield significant power, with their recommendations heavily influencing their followers' purchasing decisions.

Unlike many other Chinese social media platforms, Xiaohongshu’s algorithm prioritizes user-generated content (UGC) and fosters a sense of community. Their focus on UGC makes sure that content is always highly relevant and trusted by the community. Over 40% of users proactively search for product reviews and recommendations; 36% visit Xiaohongshu to learn about fashion trends, while 33% seek lifestyle inspiration.


Users value recommendations from their peers and influencers, making Xiaohongshu an essential social media platform for driving sales. 81% of Xiaohongshu users report experiencing a desire to purchase products or services after browsing the platform. 

The platform offers an official KOL platform called Pugongying, which facilitates connections between businesses and influencers. This system allows brands to engage with influencers who can authentically promote their products to a highly engaged audience. Contact us and let SODA help you learn more about Xiaohongshu’s KOL marketing.


4. Seamless E-Commerce Shopping Experience

This integration of both social media content and commerce drives direct conversions and further reinforces Xiaohongshu’s status in the Chinese social media world. The convenience of browsing, discovering, and purchasing all within a single app has attracted a growing number of users who prefer Xiaohongshu for their shopping needs. In 2024, Xiaohongshu has become a strong competitor to traditional Chinese e-commerce giants like Alibaba and JD. 


Xiaohongshu’s Seamless E-Commerce Shopping Experience
Xiaohongshu's Built-In Ecommerce Platform

Advertising and Marketing on Xiaohongshu (Little Red Book)

What companies should consider advertising on Xiaohongshu?

Xiaohongshu’s diverse user demographics make it worth looking into for businesses across industries. However, if you are from any of the industries below, advertising and marketing on Xiaohongshu should particularly stand out for you:


Fashion and Beauty

Xiaohongshu's emphasis on lifestyle and fashion trends makes it an ideal platform for brands in the fashion and beauty industry to showcase their products.


Health and Wellness

With a growing interest in health and wellness among Chinese consumers, businesses offering fitness, nutrition, and wellness products can take advantage of Xiaohongshu to target health-conscious individuals.


Travel and Hospitality

Xiaohongshu's origins as a platform for travel recommendations make it a natural fit for businesses in the travel and hospitality industry.


Tips on Xiaohongshu Marketing

Ready to get started? Here are some tips to improve your Xiaohongshu marketing:


1. Localize Content

Make sure your content connects with Chinese consumers. This involves referencing Chinese pop culture and traditional cultural elements.

Read more on understanding Chinese consumer behaviors here.


2. Make Your Cover Photo Visually Appealing

Carefully design your cover photos to capture users' attention, and increase your content's click-through rate and visibility.


3. Regularly Interact with Followers

Make sure you regularly engage with your followers by replying to their comments, answering questions, and actively engaging with UGC.


4. Optimize Keywords for Searching

Try to think of Xiaohongshu as a search engine because of the large amount of content it contains. Selecting the right keywords and hashtags will help you improve the visibility of your content. 


5. Collaborating with KOLs

Consider partnering with Key Opinion Leaders (KOLs) or influencers on Xiaohongshu to reach a wider audience.


Localizing your social media marketing is essential. However, it could be challenging for international brands to navigate Chinese pop culture and social media. This is how having a Chinese marketing agency like SODA can make a difference:


Comprehensive Services

From creating your business accounts on social media platforms to developing engaging content, SODA offers a wide range of marketing services that handle all the details and help you get started in the world of Chinese social media marketing. 


Expertise in the Chinese Market

As a leading Chinese marketing agency, SODA has an in-depth understanding of the local market landscape, consumer trends, and cultural nuances, allowing us to develop advertising and marketing strategies that resonate with Chinese audiences.


Strategic Partnerships and Resources

SODA's extended network of industry connections and partnerships provides us with a means of identifying the right KOLs, interacting with those who are relevant, and accessing critical resources.


Contact us and start your Xiaohongshu strategy today!



About SODA Global

SODA Global Marketing, founded in 2017, is an award-winning Chinese Marketing Agency, with branches in UK, US, HK, and Shenzhen China.

Explore our case studies here and reach out to us for tailored solutions to overcome your challenges in entering the Chinese market.

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