Blending the features of Instagram, Pinterest, and an online shop, Xiaohongshu or REDnote (RED) is China’s number one lifestyle app. Alongside WeChat and Baidu, REDnote is one of the key platforms for global and domestic brands in the Chinese market.
In this article, we will examine what REDnote is, its user demographic, which brands can benefit from it, and how to get started with marketing on this app.
Why listen to us instead of reading pretty AI-written articles on another website?
Rita Zhang (Zhang Ting), co-author and researcher of this article, draws on 18 years of experience in the marketing industry, both with Chinese and international markets. Plus, Our team of China marketing experts have helped more than 300 global brands from various industries succeed in the Chinese market. Our experienced staff members contribute to each article on this site.
Let’s begin.
What is REDnote?
Launched in 2013, Xiaohongshu (小红书) is a popular Chinese lifestyle platform and a gateway for consumer decision-making, which later expanded into an e-commerce platform. It is privately owned and offers a variety of functions, including messaging, short videos, and online shopping.
Today, REDnote is more than just a social media app—it is a mix of lifestyle inspiration, user-generated content (UGC), and e-commerce. It allows users to share things like reviews, travel experiences, and beauty tips while shopping at the same time.
Therefore, the app has become a trusted source of product recommendations and lifestyle inspiration for Chinese youth.
What REDnote looks like
Top menu:
-
- Menu (three lines): find friends, creation center, drafts, browsing history, orders, shopping cart, wallet, how to use Xiaohongshu
- Followers (关注)
- Discover (发现): start screen
- Nearby (附近)
- Search
Bottom menu:
- Home (首页)
- Shopping (购物)
- Add note (+)
- Messages (消息)
- My profile (我)
What Shopping on REDnote looks like
What’s special about REDnote is that the shopping function is often considered easier and more integrated than other popular Chinese social media platforms like WeChat.
Example: You find a hair dryer in the recommended section (推荐). Simply click on it. Add it to your cart. Pay. Done.
Click here for a short video tour of REDnote by Nanjing Marketing Group Founder and CEO Tait Lawton.
User Demographic
With more than 300 million monthly active users, REDnote is predominantly used by women (with reports of up to 79%) with a strong focus on millennials and Gen Z (18 – 35 years old). They mostly live in Tier 1–3 cities, and have a middle to high income and strong purchasing power.
REDnote is also known as “a national lifestyle guide,” where higher-tier users influence people living in lower-tier cities. At the same time, REDnote is one of the more diverse, vibrant, and colorful platforms in China, and offers a variety of lifestyle opinions and perspectives.
Problems REDnote Solves
Xiaohongshu allows global and domestic brands to connect with an audience eager to contribute their lifestyle content and experiences, as well as shop simultaneously.
REDnote is ideal for brands to
- raise brand awareness,
- build trust, and
- create a community and communicate with them.
This, in turn, drives leads and increases sales through social commerce, live streaming, and more.
Who Should Be on REDnote?
Xiaohongshu is particularly well-suited for brands that stand for quality and aspirational living, especially in the niches of
- beauty,
- cosmetics,
- luxury,
- fashion,
- lifestyle,
- travel,
- parenting, and
- education.
That being said, companies in many other niches can also find success on REDnote. We use it to reach Amazon sellers, small business owners, and people planning to emigrate.
Smaller niche brands can benefit by using the platform’s community to build brand awareness and establish trust in the Chinese market—ultimately generating sales.
Medium-size and premium brands can appeal to Xiaohongshu’s trend-conscious user base to solidify their reputation and drive sales. Besides, Xiaohongshu can also be useful for budget-focused brands, as long as the content adds value to the viewers.
Reasons to Be on REDnote
To sum it up, we can state four main reasons why Xiaohongshu matters for brands that want to take off in the Chinese market:
- Users on Xiaohongshu have a high purchasing intent as they are looking for authentic product reviews and recommendations that reflect their ideal lifestyle.
- The platform’s user-generated content (UGC) builds brand credibility and trust like no other platform in the Chinese market.
- Next, REDnote’s algorithm allows brands to precisely target audiences in specific niches.
- The platform’s e-commerce integration allows users to seamlessly shop while browsing online.
Key Features
Xiaohongshu has five main sections that we would like to highlight here.
Content Feed
The majority of the content on REDnote is organic, and this provides an excellent environment for cultivating and converting consumers on the platform. It’s all about what helps consumers make a decision – whether it’s a photo, video, or text.
However, the main form of content is “notes”—similar to the Instagram feed—and the users share these on Xiaohongshu as short pieces of text, images, or video-based posts.
The text in a “note” is much shorter than a WeChat Official Account article, and often includes personal experiences, reviews, or tips, creating an authentic and engaging atmosphere.
Overall, video content (up to 15 minutes) is often preferred as it’s more easily learned by the platform’s AI and achieves better traffic distribution.
Example: UODO, a popular makeup brand
REDnote users are not merely scrolling for entertainment. Rather, they are often looking for inspiration and practical information to upgrade their lifestyle.
Explore Page and Search Function
On Xiaohongshu, relevance and quality are prioritized; therefore, users will see content based on their interests and search history—similar to Instagram and Pinterest. Keywords and hashtags also play an important role.
E-Commerce Integration
Within REDnote, the “RED Mall” feature allows users to buy products directly, and brands can also link to their own e-commerce stores for a seamless experience. This feature is similar to Instagram Shop and Pinterest Shop, although “RED Mall” is much more elaborate.
Live Streaming
Comparable to Instagram Live or Pinterest Live, livestreams on REDnote allow for real-time interaction and product demonstrations which engender consumer trust and drive impulse purchases.
Community Features
REDnote, like Instagram and Pinterest, also has a variety of community features, and things like discussion groups and comment sections foster a feeling of community and encourage user engagement and brand interaction. This can be achieved through user-generated content (UGC), professionally generated content (PGC), and professional user-generated content (PUGC).
How Does REDnote Reach Consumers?
Everything starts with indecision when facing a problem. Users have questions—ranging from the right makeup foundation to choosing an overseas summer camp—and on REDnote, they’ll find the answers.
The users’ strong search behavior has made REDnote an ideal growth environment for key opinion leaders (KOLs) and key opinion consumers (KOCs). No matter which industry you’re from, what field you’re skilled in, or how many followers you have, your shared experiences will receive attention and be distributed by algorithm to those who need it.
There are three ways that brands can reach users on REDnote.
- Influencers
- Advertising/PPC
- Organic content
Let’s take a closer look.
KOL and KOL Influencers
The platform’s strong search function has made REDnote an ideal environment for KOLs (Key Opinion Leaders) and KOCs (Key Opinion Consumers). No matter the industry, personal experiences with your brand through user-generated content give attention to your brand and feed the algorithm.
Types of Influencers
KOLs have a large following, significant social impact, and expertise on the platform, normally more than 50K followers (although there’s no strict definition).
This can help brands communicate their key messages while enhancing brand awareness, and with a KOL’s endorsement of a brand’s product/service, the brand can reach a larger consumer base and gain their trust.
KOCs, typically, are ordinary users with a certain number of followers (perhaps thousands to tens of thousands). Despite having a smaller number of followers compared to a KOL, their experiences and product/service reviews could still impact other consumers.
KOLs vs KOCs
The advantage of KOCs compared to KOLs lies in their closeness to the average consumer, allowing them to represent consumer needs and opinions better. Brands can leverage KOCs to gather user feedback and insights, which can help improve products or services and boost customer satisfaction.
These are the influencer types on REDnote as of 2024:
- Celebrity accounts and verified brand accounts: 0.13%
- Top-tier KOLs (Macro influencers) (followers > 500,000): 2.84%
- Mid-tier KOLs (followers 50,000–500,000): 9.23%
- Beginner KOLs/KOCs (followers 5,000–50,000): 16.39%
- Micro-influencers/KOCs (followers < 5,000): 68.06%
How to Choose the Right Influencer for Your Brand
Depending on your niche, campaign goals, and budget, choose influencers relevant to your audience. These KOLs should already have high engagement rates, and prioritize genuine, high-quality content.
Influencer Collaboration Models
Generally, brands can collaborate with influencers through paid content (sponsored posts), by sending them free products to test and review (organic reach), and by partnering through giveaways or challenges.
Remember that influencer ads in China must be labeled as such to comply with regulations. On REDnote, influencers are required to clearly disclose sponsored content by using labels like “广告” (advertisement) or “合作” (collaboration).
Advertising/PPC
Ads are the quickest way to drive brand awareness and sales. A Xiaohongshu Advertising Account is required to run pay-per-click (PPC) ads, which is generally free, and can be set up by foreign companies, although most brands hire a marketing agency for this.
Return on ad spend (ROAS) for PPC campaigns tends to be higher on REDnote than on WeChat and Baidu because the platform has engaged users with a high search intent, they are ready to purchase and have the required spending power. In comparison, WeChat and Baidu may offer a broader reach with less focus on a young female audience with a strong lifestyle interest.
These are the main paid ad types on REDnote. Based on our experience, in-feed ads on REDnote are the most popular and commonly used.
| Ad Type | Description | Example | Best for |
| In-Feed Ads | Native ads, appear organic |  |
Drive traffic to profile, shop, app |
| Search Ads | Keyword focus |  |
Boost visibility |
| Banner Ads | High visibility |  |
For large-scale campaigns |
| Collaborative Ads | Influencer campaigns |  |
Cross-promotion |
To maximize the results of your PPC ads on Xiaohongshu, the content needs to be authentic and relevant to your target audience; therefore, keep an eye on current trends and integrate them into your campaigns.
Always engage with your audience. For example, encourage discussions and respond to comments to actively build your community.
Through Xiaohongshu data analytics (which is integrated into the Xiaohongshu advertising account), the platform offers a variety of metrics, search information, and user feedback to improve your campaigns.
You can find out how to set up and manage ads on REDnote in this article.
Organic Content
Brands can gain additional exposure by participating in trending topics and using hashtags to attract more attention; however, it’s important to remember that your content needs to be relevant and add value for the user.
Example: Trending Topic Hashtag – Share your Mid-Autumn Festival Story
The Mid-Autumn Festival is China’s second most important holiday, drawing widespread attention every year. Mooncakes are an essential gift; enjoying them while admiring the full moon is a cherished tradition. This makes it an excellent opportunity for brands related to mooncakes to partner with KOLs and KOCs to promote their products.
To drive traffic, you can either share a “simple” yet useful experience, which provides value and helps others make decisions and avoid mistakes.
Example: User Experience of Summer Camps Vancouver
Users like to follow real before and after stories, or reports about personal growth and development of other users on the platform.
Example: Before/After Stories, Outfit Comparison, A Day in the Life of
Finally, livestreaming is a popular way to increase followers and sales while building the brand image.
Setting Up Your Xiaohongshu Strategy
Define Your Goals
Identify what you want to achieve on Xiaohongshu—from brand awareness to direct sales.
Set Up an Official Account
A verified brand account is essential to demonstrate authenticity and access advanced marketing features. Use a professional logo, write a clear bio, and link to your website or online store. It is also possible for foreign brands to set up an official Xiaohongshu account.
The whole process takes about 7–14 working days and Xiaohongshu needs to be contacted to determine the costs (which depend on multiple factors). It is also possible to hire a China marketing or Xiaohongshu agency for this, and many foreign brands choose this route.
Create Relevant Content
Even more so than on other Chinese social platforms, authentic and valuable content is prioritized on REDnote. High-quality visuals and emotional storytelling allow the platform’s predominantly young female audience to connect with your brand.
Popular content formats that work on REDnote are
- product reviews and tutorials,
- before and after posts,
- trending topics, and
- behind-the-scenes footage.
Our Tips to Maximize Results on REDnote
Understand the algorithm and tailor your content accordingly. This means your content must be relevant for the user and of the highest quality. Post consistently and integrate relevant keywords.
Actively manage negative feedback and don’t ignore it or hope it will go away as this may quickly backfire on you. Transparency, honesty, and responsiveness are important, so address concerns promptly and professionally to maintain trust. Remember to thank your audience for their feedback and use it to improve your product and services!
Comply with the online regulations in China, which include advertising restrictions of certain niches like tobacco and alcohol as well as data privacy.
Include short videos that are extremely popular these days. Remember that a video must spark a user’s interest within the first three seconds!
Keep an eye on emerging categories that are not beauty and fashion. For example, tech, wellness, and sustainability are gaining traction presently.
Integrate long-tail keywords and personalize your content whenever you can.
Respond quickly to your messages and comments. In China, the pace is quicker compared to other countries and consumers expect an answer promptly. Our recommendation is to reply within 12 hours.
Our Case Study: Saint Mary’s School
Established in 1842, Saint Mary’s School is one of the oldest girls’ boarding schools in the US. In late 2022, Saint Mary’s contacted Nanjing Marketing Group to help launch their brand in China and increase Chinese student enrollments.
We first worked on building a brand presence from scratch, focusing on Xiaohongshu, WeChat, and Baidu. On top of this, we also provided customer support via WeChat.
Our results for Saint Mary’s School (as of November 2024)
- More than 1.5 million impressions
- Growth from zero to 639 Xiaohongshu followers in just four months
- 185 inquiries within the first four months
- 19 applications of Chinese students within the first year
- Five students enrolled for the 2024 September intake
Example: Xiaohongshu post
This post generated 723,000 impressions and 4,199 engagements in four months at a cost of less than one cent per impression! It also brought in 377 new followers, 2,827 likes, and 714 inquiries.
Example: Xiaohongshu ad
Saint Mary’s School is a great example of a brand taking full advantage of everything REDnote offers. Key to the school’s success in the Chinese market was its ability to build a community of loyal followers.
More followers meant more queries, and account moderators quickly responded to any comments and messages the account received. Offering practical sales guides with useful information along with the (paid) promotion of its services explaining the clear advantages of Saint Mary’s over the competition, all contributed to the school’s success.
“The Nanjing Marketing Group team is strategic, fast, efficient, and professional – a mix you don’t often find. I highly recommend Tait and his team and would be happy to answer any specific questions or provide a professional reference regarding their expertise.”
– Ryan Allison, Director of Global Enrollment Marketing & Communications
Example: LongZiJia & CIGA LONG
In the luxury jewelry industry, LongZiJia (龙梓嘉) is a trending Chinese jewelry designer and creator of the brands LongZiJia and CIGA LONG.
His social media presence led to sudden attention on him and the brand, and the main source of traffic seems to be REDnote, where he gains followers through organic content, group chats, and livestreaming. He also uses WeChat and other popular Chinese social media.
LongZiJia’s success can be attributed to a few factors:
- His organic REDnote content follows a consistent theme. LongZiJia explains the jewelry worn by top celebrities and entertaining stars, effectively promoting his own products via traffic.
- More than 35 group chats are operating simultaneously, and each group contains up to 500 people (all potential leads).
- LongZiJa also regularly holds livestreams to boost sales on REDnote’s e-commerce system.
LongZiJia’s personal Xiaohongshu Account
Interestingly, his personal account has 15 times more followers than the CIGA LONG brand account, demonstrating the power of this personal brand, and influencer status.
CIGA LONG’s Official Account
CIGA LONG’s RED Mall
CIGA LONG also opened offline shop-in-shop stores at Lane Crawford, a luxury department store chain in Hong Kong, Beijing, and Shanghai. Although e-commerce has become the mainstream shopping method in China, the purpose of having offline stores is not primarily to increase sales but to serve as a flagship location and a real-life opportunity to experience a brand.
Example: New Oriental
Established in 1993, New Oriental is one of China’s largest comprehensive education institutions. Of late, New Oriental has increased its activities on REDnote to expand its audience and gain new students.
Even though the institution’s founder and owner, Yu Minhong (俞敏洪), is a well-known public figure in China, he does not use his personal brand to promote his business.
Instead, New Oriental has several REDnote official accounts all supported by targeted advertising to reach prospective students. Across these accounts, study tours are promoted, students are introduced, and camp activities are highlighted.
Making the most of the platform’s comment section and customer service features means that leads are more likely to convert into sales.
Additionally, New Oriental collaborates with REDnote influencers to create content that inspires interest and drives engagement. This strategy helps it capture users through organic search and study tour-related tags.
New Oriental Official Account & Comments and KOL content
The most popular comments under the posts include “How much?” and ”Where to register?” or ”I want more details.”
The Takeaway
Compared to other popular Chinese social media like WeChat, REDnote does not overwhelm its users with functions and features.
Don’t get us wrong, Xiaohongshu offers ample space for lifestyle inspiration, content sharing, and shopping. It just stays very close to its core mission—a platform where users can discover and share authentic experiences.
With its predominantly young, female audience, REDnote is the ideal playground for global and domestic lifestyle brands to connect with their audience, raise brand awareness, build trust, and ultimately generate sales.
Companies can reach their audience through organic content, paid advertising, and influencer collaborations. For this, an integrated approach is recommended, embedded in a larger China marketing strategy together with campaigns on WeChat and Baidu. And for Chinese users, REDnote functions as a search engine and is more popular than Baidu.
Do you want to explore what REDnote marketing could look like for your brand?