If you’re in the world of social media marketing, you’ve probably heard of Xiaohongshu—or maybe by its international name, RedNote. Often dubbed “China’s Instagram-Pinterest hybrid,” this app is gaining attention for its combination of lifestyle content and e-commerce, creating new opportunities for users and brands alike.
With over 300 million users and a growing presence outside China, including a surge in U.S. users due to potential TikTok bans, Xiaohongshu is quickly becoming a global marketing goldmine. Even in Singapore, the platform is gaining traction, making it an essential tool for businesses looking to tap into Chinese-speaking consumers and trend-savvy shoppers.
Ready to learn more? In this comprehensive guide, we dive into everything you need to know about Xiaohongshu, why it is so influential, and how you can leverage it.
What is Xiaohongshu?
Originally launched in 2013 as a travel and shopping guide, Xiaohongshu has evolved into a full-fledged social media and e-commerce platform. Think of it as a mix between Instagram, Pinterest, and Amazon, where users share and discover content while shopping within the app.
Unlike traditional e-commerce sites, the app thrives on user-generated content (UGC). Shoppers turn to the platform not just to browse products but to read authentic reviews, watch tutorials, and get recommendations from real users.
For international markets, Xiaohongshu has adopted the name RedNote, reflecting its ambition to become a global lifestyle platform.
Who Owns Xiaohongshu?
Xiaohongshu, founded by Miranda Qu and Charlwin Mao in 2013, has attracted major investors such as Alibaba, Tencent, and Sequoia China over the years. By July 2024, its valuation had soared to an impressive $17 billion, backed by venture capital giants like Hillhouse Investment and Hongshan Capital. What’s more, the platform achieved a net profit of US$500 million on revenues of US$3.7 billion in 2023, highlighting its rapid growth and profitability.
Simply put, the app is here to stay.
Key Features of Xiaohongshu
1. Social Networking
User-Generated Content
Xiaohongshu thrives on authentic, user-generated content (UGC), where users share photos, videos, and detailed posts about their experiences with beauty, fashion, travel, food, wellness, and more. Similar to platforms like TikTok, Xiaohongshu users rely on real, firsthand reviews and recommendations, making the content more genuine and relatable.
Community Engagement
Like many social media platforms, Xiaohongshu enables users to interact through likes, comments, and shares. It also offers a “Collect” feature, similar to TikTok’s save function and Pinterest boards, allowing users to organise and revisit their favourite content. Additionally, the option to post images and memes in the comments has contributed to building a close-knit digital community, where users can easily share tips, seek recommendations, and engage in discussions on trending topics.
2. E-commerce Integration
Seamless In-App Shopping
Xiaohongshu seamlessly combines social media with e-commerce, enabling users to explore and purchase products without leaving the app. REDMall, the platform’s integrated e-commerce function, is easily accessible via a dedicated tab. Additionally, product pages can be linked to user-generated content (UGC), allowing users to effortlessly click through and make purchases directly.
Influencer-Driven Sales
Key Opinion Leaders (KOLs) play a pivotal role in shaping purchasing decisions on Xiaohongshu. These are often niche influencers with strong credibility in specific industries like skincare, fitness, or luxury fashion. Their recommendations feel more authentic and trustworthy, driving significant sales for brands that collaborate with them. Brands can work with KOLs through sponsored posts, livestreams, and product unboxings, further amplifying their reach.
3. Content Discovery
Personalised Feeds
Xiaohongshu uses a smart algorithm to curate content based on each user’s interests, browsing behaviour, and engagement history. This ensures that users see posts that are relevant and engaging, making their experience highly customised. Whether someone is interested in C-beauty, fitness routines, luxury handbags, or home décor, their feed adapts to showcase content that aligns with their preferences.
Trending Topics & Hashtags
To keep users engaged, Xiaohongshu features a trending section where the latest viral topics, product recommendations, and discussions are highlighted. Hashtags play a major role in content discovery, allowing users to follow trends, join challenges, and explore what’s hot in beauty, fashion, tech, and more. Brands can leverage trending hashtags to boost visibility and engagement, ensuring their content reaches a wider audience.
Why is Xiaohongshu Popular?
1. Authentic Reviews
In a world where brand-sponsored reviews and influencer promotions often blur the line between advertising and authenticity, Xiaohongshu stands out by prioritising genuine, user-generated content. Influencers are required to differentiate paid advertisements from organic testimonials by registering paid promotional links with brands. This commitment to transparency has made the platform a trusted source for buyers seeking honest insights before making a purchase.
2. Community Engagement
Communities on Xiaohongshu are generally tight-knit and interactive, where members are encouraged to engage, exchange advice, and build connections. This emphasis on discussion-driven content encourages users to ask questions, provide recommendations, and participate in trending conversations, creating a sense of belonging. Moreover, the high level of engagement benefits brands as well, with organic discussions and user testimonials often leading to enhanced credibility and trust.
3. Aspirational Lifestyle Content
Xiaohongshu is filled with high-quality, visually appealing content that showcases the latest trends in beauty, fashion, travel, fitness, and wellness, inspiring users to explore new lifestyles and products. This makes it an ideal place for users to discover new trends, learn beauty hacks, and seek fashion inspiration from influencers and everyday users alike.
How to Access and Use Xiaohongshu
1. Account Creation
Getting started on Xiaohongshu is straightforward. Simply download the RedNote app from your app store and sign up using your email or phone number to create an account. You can also link your account to a third-party social media platform, such as WeChat, for quicker access. Once registered, you’ll be prompted to enter in your birthdate and select your topics interests to customise your feed.
2. Navigating the Interface
The app is user-friendly and designed with ease of navigation in mind. Upon opening, you’ll find tabs for exploring content, engaging with posts, and even shopping directly through the platform. The main feed displays trending topics, while personalised recommendations based on your interests and previous activity ensure a tailored experience. You can also use the search bar to discover specific content or products.
3. How to Switch Xiaongshu Language Setting to English
To switch the app’s language settings to English, click ‘Me’ to access your profile settings, and then the gear icon for ‘Settings’. From there, select ‘Language’ and then ‘English’ from the options.
It is important to note, however, that some interface elements and much of the user-generated content (UGC) may not be fully translated, thus the displayed content will still be in a mixture of English and Chinese. In these cases, users may need to rely on built-in translation tools or external apps like Google Translate.
Fortunately, Xiaohongshu appears to be testing a new AI-powered translation feature, likely in response to the growing number of international users, particularly from the United States. This update should help improve the experience for non-Chinese speakers as the platform continues to expand globally.
Engage With the Community
Like, comment, and share posts to boost engagement and build connections with other users. The more you interact with content, the more personalised your feed will become, as the platform’s algorithm adjusts to your preferences and activities.
Xiaohongshu Marketing: How Brands Can Win
Why Use Xiaohongshu for Marketing?
Rapidly Growing User Base
Xiaohongshu has seen explosive growth in its user base, with millions of active users, particularly in China. Currently, it is one of the most popular platforms for users to discover new products, trends, and experiences. This presents a vast opportunity for brands looking to tap into the platform’s extensive reach, especially among younger, trend-savvy demographics.
High Engagement Rates
Xiaohongshu’s users are highly engaged, spending considerable time on the platform scrolling through posts, leaving comments, and interacting with content. This high level of interaction makes ads and promotions more effective as users are more likely to engage with sponsored content and product recommendations. By tapping into this engaged audience, brands can potentially enjoy increased visibility and higher chances of conversion.
Setting Up an Official Brand Account
To establish your presence and credibility, creating an official brand account is essential. This will allow you to engage directly with users, respond to queries, and share branded content. An official Xiaohongshu account will also grant you access to advanced marketing features and analytics, which can help track the performance of your content and campaigns.
Effective social media content plays a crucial role in maximising engagement on Xiaohongshu.To optimise your content, focus on creating high-quality visuals, whether through professional photography or user-generated content. Captions should be engaging and reflect the brand’s voice while providing value to the audience. Additionally, using strategic hashtags helps your posts reach a wider audience, as users often search for content through hashtags related to their interests.
Xiaohongshu Influencer Marketing
On Xiaohongshu, influencers are trusted by their followers and have the power to sway purchasing decisions. Collaborating with them allows you to tap into their established audiences and promote products in a more authentic and relatable way.
Don’t forget to conduct thorough research and collaborate with a KOL whose values and audience align with your brand. This ensures that your message resonates with the target demographic, further enhancing the credibility of your promotion.
Tips for Effective Xiaohongshu Marketing
Create Visually Appealing Content
Xiaohongshu is a highly visual platform, so it’s crucial to create eye-catching, high-quality content that resonates with users. Whether it’s showcasing your product through professional photos, user-generated content, or videos, make sure your posts reflect current trends and aesthetics that appeal to your target audience.
Understand the Algorithm
The platform’s algorithm prioritises content based on user interests, engagement, and relevance. To optimise your posts for maximum visibility, focus on consistent posting, leveraging popular hashtags, and engaging with followers through comments and likes. Additionally, the algorithm tends to favour posts with high interaction, so responding to user comments and building a sense of community can further boost the reach of your content.
Takeaways
If you’re a business in Singapore looking to engage with a trend-savvy, global audience, Xiaohongshu is where the action is. The platform offers an immersive, interactive space to showcase your products, tell your brand story, and build meaningful relationships with customers. From influencer partnerships to real-time community engagement, Xiaohongshu provides the perfect ecosystem for brands ready to step up their marketing game and thrive in a competitive market.
About OOm
OOm has been a leading digital marketing agency in Singapore since 2006, with expertise in Search Engine Optimisation (SEO), Search Engine Marketing (SEM), social media marketing to website design and development. Our clientele comprises small and medium businesses (SMEs) to enterprises.
OOm has won over 30+ marketing awards for the results we have delivered to clients over the years, including ‘Agency of the Year’, ‘Lead Generation Agency of the Year’, ‘Independent Agency of the Year’, ‘E-Commerce Marketing Agency of the Year’, ‘Excellence in Search Marketing, ‘Excellence in Performance Marketing’ to ‘Excellence in Data-driven Marketing’ among others. OOm is also a Google Premier Partner (reserved for the top 3% agency partners in Singapore), as well as an official Meta Business Partner.
SMEs in Singapore may qualify to receive up to 50% subsidy of our services under the Productivity Solutions Grant (PSG), for which OOm is a pre-approved vendor for Digital Marketing and E-Commerce solutions.
