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Learn how content can help you connect with over 200 million users on this social commerce platform.
Xiaohongshu (Little Red Book, or XHS) is a Chinese social commerce platform that has recently been receiving attention from global audiences as a TikTok alternative following a possible US ban on TikTok. In a few short days, the app has seen over 700,000 new users sign up, with triple the normal US mobile downloads of XHS.
With its growing popularity and significant increase in new audience on the app, it is crucial for brands seeking to capture the attention of its 200+ million active users to learn how to best optimise their content on XHS.
Join us as dive into the best practices to ensure your content thrives on this unique platform.
Xiaohongshu (XHS) is one of China’s most popular social commerce platforms, with the majority of its users being millennials and Gen Z women. Initially a content-sharing platform, it has evolved into China’s leading fashion and luxury shopping hub and one of the top community engagement platforms.
XHS seamlessly blends social media and e-commerce, allowing users to create content, review products, and shop—all in one place. The app is divided into two main sections:
XHS combines elements of TikTok’s short-form videos, Instagram’s posts, and Pinterest’s interface. Users can post text, pictures, and videos in the form of Notes (笔记) to share product reviews, personal recommendations, and lifestyle tips.
By posting regularly and sharing high-quality content, users can become influencers (KOLs and KOCs), earning commissions and brand collaborations—making XHS a prime platform for influencer marketing and direct-to-consumer branding.
XHS also functions as an e-commerce marketplace. Users can browse products by switching to the shopping tab, searching for items with keywords, and purchasing without leaving the app. In 2023, XHS featured over 140,000 brands, with 56% of them being domestic brands.
The platform also offers great opportunities for international brands as Chinese consumers often prefer foreign-imported products. XHS supports cross-border payments and shipping, allowing overseas businesses to operate stores, provided they partner with a Chinese entity as a guarantor.
On XHS, first impressions matter. The platform is heavily visual-driven, with a focus on luxury and premium branding. Users expect high-quality aesthetics that align with their aspirations and lifestyles.
Since the cover image is the first thing users see, it plays a key role in engagement. To increase clicks:
✅ Use bright, visually appealing vertical images (4:3 ratio).
✅ Create an engaging cover image and compelling title.
✅ Ensure that your image and title align with your content to set clear expectations.
While visuals attract attention, captions build trust. XHS users prefer a friendly, conversational tone over formal, overbearing messaging. Write captions as if you were talking to a friend, while maintaining brand authenticity.
Avoid overly promotional language, as this can turn users away. Use CTAs (Calls-to-Action) to encourage interaction—whether it’s commenting, saving a post, or purchasing a product.
Examples of Effective CTAs:
❌ Too professional: "Purchase now and enjoy a 20% discount."
✅ Conversational & engaging: "Thinking of trying this? Grab it now while it’s on sale! 💖"
To attract followers and drive engagement, brands should focus on valuable, user-centric content. Popular content types include:
- How-to guides & tutorials (e.g. "How to style a blazer for any occasion").
- Product demonstrations showing real-life applications.
- Behind-the-scenes content (e.g. brand stories, packaging processes).
- Before-and-after transformations (especially for beauty and fashion brands).
- Since XHS’s algorithm favours original and high-quality content, brands should maintain consistency by:
Brands should posting regularly to stay visible in user feeds while experimenting with different content formats to see what resonates best. Identify and post during the platform's local peak activity times (typically evenings and weekends).
Like Google and TikTok, XHS is search-driven and keywords play a crucial role in discoverability.
Best practices for keyword optimisation:
✅ Naturally integrate relevant keywords into your titles and captions.
✅ Use clear, high-intent search phrases (e.g. “Korean glass skin routine” instead of just “skincare”).
✅ Include 3-10 relevant hashtags to improve visibility.
Pro Tip: Use XHS’s keyword analytics tools or third-party platforms like Qian Gua to find high-ranking, industry-specific keywords.
As a platform that prioritises authenticity and social interactions, users tend to seek out content from influencers they can relate or look up to. It is therefore important to choose the right influencers that aligns with your brand.
Key Opinion Leaders (KOLs) on XHS are larger influencers that have large followings of over 10,000 followers and are useful for their broad reach and increased visibility.
Micro-influencers, also known as Key Opinion Consumers (KOCs), are important for their ability to influence customer purchasing decisions. Brands that partner with KOCs have seen higher engagement rates by 20% compared to celebrity endorsements.
XHS Influencers allow brands to connect directly with their target audience and get valuable feedback. These interactions between influencers and users can also provide real-time insights to help brands identify opportunities to grow.
XiaoHongShu’s algorithm favours posts with strong user interactions such as likes, comments, and shares. Brands should maintain a steady presence by regularly engaging with the wider community—respond to popular comments, take part in popular trends, and join community discussions.
Doing so will help increase your engagement and reach a greater target audience.
XiaoHongShu is quickly becoming a go-to platform for brands looking to connect with a growing and culturally diverse audience. With its unique mix of social engagement and e-commerce, it offers endless opportunities to showcase your brand. Create eye-catching visuals, write engaging captions, use the right keywords, and understand how the platform works. Do these, and you can start building a strong presence and stand out in the fast-paced, community-focused world of XiaoHongShu.
https://www.octoplusmedia.com/xiaohongshu-marketing-algorithm-core-features/
https://www.prizmgroup.com/hk/vision/Ultimate-Guide-to-Producing-Successful-XiaoHongShu-Content
https://www.i-click.com/resources/why-overseas-brands-should-embrace-xiaohongshu/
