“Isn’t Rednote just for selling cosmetics and baby products?”
That’s a common reaction, even among experienced marketing managers in China, when they first hear about doing B2B marketing on Rednote.
But here’s the truth: While many B2B companies are still relying on trade shows, official websites, and Baidu ads, their customers have already moved on and are searching for answers on Rednote.One of the questions facing any B2B brand or company starting out on the platform is: Are videos or images best for B2B marketing on Rednote?
Key Takeaways
- An increasing number of young professionals working for tech and B2B brands are using Rednote which is a good trend for B2B marketing on Rednote.
- Rednote’s algorithm prioritizes content based on engagement and full-watch rates.
- Hybrid images (image and short video combined) work best.
B2B’s Rise on Rednote
According to 2025 data from Qinguagua, the percentage of Rednote users aged 25 and above increased from 50% in 2024 to 56%. The top three active user groups now include urban Gen Z as well as both blue and white-collar professionals.
What started as a niche lifestyle platform has evolved into a multi-demographic and multi-purpose content hub. In the wake of this shift in user demographics, an increasing number of tech and industrial B2B brands began appearing on Rednote.
As user demographics broaden, so does their demand for information—from job hunting and software tips to in-depth product reviews. Keywords like “overseas study”, “SaaS tools”, and “office hacks” are all trending on Rednote.
How B2B Brands Can Break Through
B2B marketing content strategies on Rednote are shifting from text-image posts to a hybrid of images and short-form video; a prime example being TE Connectivity.
TE Connectivity’s Rednote account features roughly 20% images and 80% videos, and they repurpose the same video and image content across multiple platforms (Bilibili, Rednote, WeChat, and others), ensuring consistent branding while minimizing production overhead.
Examples:
This approach works. Their content matches user expectations for practical, knowledge-based posts while also satisfying the algorithm’s preference for engagement and full-watch rates.
Video Isn’t Optional—It’s Essential
Rednote is a visual-first platform, and any account (and content) on the platform will need to reflect this. We understand Rednote video marketing may feel difficult for many B2B companies, especially for those starting from scratch with no team, spokesperson, or footage. If you don’t currently have the resources or content, Nanjing Marketing Group can help you get things started on Rednote.
For EC CRM (a B2B SaaS product), most of their posts are image-based, but they include videos for product demos, new feature introductions, and trade show previews.
NMG’s Content Approach
We follow a similar model. For clients like Lizenzero, we create tutorial-style videos tailored to Rednote’s visual style. The example below received 51 likes, 57 saves, and 15 comments.
If our clients, like B2B and e-commerce company BarCodesTalk, don’t have any video materials, we convert existing blog posts into short videos by sourcing relevant footage and editing in-house.
Besides organic posts, these videos can also be used as ad creatives. For instance, video ads appear under keywords like “electronic connector” in Rednote search results.
Our Take: Video + Image = Best of Both
In our experience, posts with images work well for detailed information such as product specs, user guides, and whitepaper summaries. Short videos, on the other hand, are unbeatable for showcasing technical concepts and product demonstrations, which will create an impactful brand personality that resonates with your target audience.
For brands with low awareness, high pricing, and long sales cycles, video builds trust fast. When thinking about the types of videos to create, formats like “technical + application demos,” event recaps, and roundtables perform especially well on B2B Rednote marketing.
Used together, image and video posts create a content loop that drives both reach and engagement.
Now Is the Time to Build Your Brand
Rednote’s user base is maturing. Graduates just beginning careers make up a large proportion of the platform’s present user base; however, these users will become the key decision-makers in their companies or industries in the future.
The sooner you build awareness and trust, the more competitive you’ll be in the future.
Ready to launch your first video, but unsure which format works best for engineers or B2B buyers?
Let’s talk. We’ll help you craft Rednote video marketing strategies that are clear, engaging, and conversion-ready.