Rednote, known as Xiaohongshu in China, is a lifestyle app with over 300 million monthly active users.
They use it to read and share “notes” for self-improvement, education, art, clothing, and even business topics.
Rednote users are engaged
People aren’t on Rednote to mindlessly scroll. They’re on it to improve their lives:
- Rednote is growing very quickly, with 3X the users in 2025 compared to 2021.
- A predominantly female user base (79%).
- Approximately 50% of users were born after 1995.
- Many Rednote users are Chinese nationals living abroad.
Delight users with engaging content
We’ll “transcreate” your source English content into bite-sized posts for Rednote.
These two examples for Cambrian generated 35 comments and 15 inquiries. They’re part of a campaign of hundreds of organic posts made on various Chinese social platforms.
Set up your account right (no Chinese business entity required)
What you’ll get:
- A memorable name
- Account verification using your Chinese or foreign business license
- Profile optimization
Case Study: Saint Mary’s School
Founded in 1842, Saint Mary’s School is the fourth-oldest girls’ boarding school in the USA. In late 2022, Saint Mary’s contacted Nanjing Marketing Group to help build a brand profile in China and increase student enrollment.
Our strategy:
- Build a brand presence in China from scratch
- Focus on Rednote, using it for content marketing, ads, influencers, and customer support
- Use WeChat for customer support and content marketing
Our results (as of November 2024):
- More than 1.5 million impressions
- Growth from zero to 639 Rednote followers in just four months
- 185 inquiries within the first four months
- 19 applications from Chinese students within the first year
- Five students enrolled for the 2024 September intake
“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, Saint Mary’s School
Rednote (Xiaohongshu) Marketing FAQ
More and more B2B brands are opening official accounts on Rednote.
Rednote is useful for marketing for many different verticals, including some that might seem surprising. For example, we are currently running multiple successful marketing campaigns for logistics companies.
For foreign businesses, it is possible to drive traffic to a website.
That being said, we don’t always recommend it. For lead generation campaigns, we usually try to encourage users to engage with us via Rednote’s messaging system.
Rednote is a place to absorb new knowledge in bite-sized chunks. It supports text and image posts in a shorter format than long WeChat articles and short videos in a vertical format.
We generally recommend two or three posts per week. If that’s not possible, ensure you’re posting at least once.
Posts on Rednote are called “notes,’ which appear in users’ feeds and search results.
There are two types of notes:
- Text+image – These may contain up to 1,000 Chinese characters and 18 images. (We recommend keeping them under about 400 characters.)
- Video – These are similar to the short videos you would see on Instagram Reels and TikTok. They may be up to five minutes long.
In Rednote’s advertising system, notes can be boosted to gain more exposure.
Yes. Unlike other Chinese platforms, Rednote advertising supports targeting specific countries and cities outside of China.
The first purchase of ad credit via Nanjing Marketing Group should be at least 1,000 USD.
For Rednote marketing campaigns, we always create organic content, but only sometimes use ads as well.
Many topics are restricted, such as VPNs and medical advice. Of course, anything that is illegal in China is also off-limits.
In some cases, we translate content directly. However, more often than not, we will have new ideas for improving the content by adding additional information, changing the writing style, adding new images, or anything else to help you meet your marketing goals in China.
Here are three important points:
1) Rednote is less competitive than major platforms such as Baidu and WeChat, so it is possible to find great deals.
2) It’s important to understand that it is used both for browsing and searching for content.
3) When advertising on the platform, we always pair it with great organic content.
No. Ads can be scaled more easily, ramp up more quickly, and are easier to measure.
Contact Us for a Free Consultation
We’ll identify the potential obstacles hindering your expansion in China, and we’ll recommend the best course of action based on your individual needs.
If you think we’re a good fit, you’ll receive a proposal for services within a week.